Millennial consumers are highly coveted by marketers because they’re beginning to shape their shopping

behavior and they have real spending power.

MILLENNIALS

» BIG SPENDERS

» RESEARCH PURCHASE HABITS

» EXPECTATIONS FROM MARKETERS

Spend-SettersMillennials are big spenders, collectively spending

$1.4 trillion annually by 2020, accounting for 30% of U.S. retail sales.

Source: U.S. Department of Labor, Bureau of Labor Statistics, May 2014.

BIG SPENDERS | And Their Spend is Increasing

Millennials are tech savvy, and comfortable making purchases online.

» Three-quarters have made at least one digital purchase during the year.

Source: eMarketer: Adult Millennials as Consumers, 2014.

DIGI DOES IT

BIG SPENDERS | How They Purchase

60% look at products to buy online almost every day,even if they’re not actually making purchases (vs. 46% of total respondents).

Source: Harris Interactive, “The Harris Poll,” July 2014.

MORE IN STORE

BIG SPENDERS | But They Prefer In-Store

34% use their mobile device in-store to search for local deals.

Despite millennials’ comfort with digital technology, » 82% still prefer to shop in brick-and-mortar stores.

» Millennials are more likely to shop in grocery stores than big box stores (79%).

Millennials are influenced by the internet throughout the purchase funnel.

They are likely to compare prices, check reviews, and generally research products at every stage along the path to purchase.

Source: eMarketer, 2014.

PATH TO PURCHASE

RESEARCH & PURCHASE HABITS | Across the Purchase Funnel

One of their most common behaviors is showrooming.

They get inspired in stores, and then go online to see if they can find a better deal.

THEY SHOWROOM

RESEARCH & PURCHASE HABITS | They Showroom

u.s. internet users who have engaged in showrooming behavior, by age:Source: comScore Inc., “State of the U.S. Online Retail Economy in Q1 2014,” May 20, 2014.

18-2447%

18-2447%

25-3446%

25-3446% 35-44

41%35-4441% 45-54

36%45-5436% 55-64

29%55-6429%

65+28%65+28%

THEY COMPARE

RESEARCH & PURCHASE HABITS | They Go Online to Compare

They are highly informed consumers.

They are likely to compare prices, conduct research, etc. Millennials look at things to buy online, even if they’re not planning on buying it today.

Source: eMarketer, 2014.

Opinions about digital shopping among u.s. internet users, by age.

I compare the prices of the products I’m interested in, using mobile apps and websites. I conduct research about the products I’m interested in, using mobile apps and websites. 21-2921-29

64%64%61%61%

38%38%

29%29%

52%52%

30-4430-44 45-5945-59 60-7060-70

56%56%

41%41%

30%30%

Word-of-mouth, peer reviews, consumer websites, social media, and blogs play a big part in millennial shopping behaviors.

Source: Crowdtap, “Social Influence: Marketing’s New Frontier,” March 2014.

RESEARCH & PURCHASE HABITS | Social is Important: They Rely on Their Peers and Friends

HE SAID, SHE SAID

have conversations about brands or products with

friends and family.68% RELY ON PEER REVIEWS

56% EMAIL, TEXT, AND INSTANT MESSAGE50% TURN TO SOCIAL MEDIA SITES

74%

Marketers who need to reach millennials have more targeting technologies at their disposal than ever before. Knowing your audience—how they

consume media and what expectations they have of you, the marketer— is key to creating campaigns that speak to this ad-savvy audience.

Target Them Correctly

Personalized Messages

Tap Into Their Deal Seeker Side

Have Strong CSR

EXPECTATIONS FROM MARKETERS | They Have High Expectations from Marketers

GET ON TARGET

Take advantage of the extensive targeting technologies— contextual, behavioral, keyword, and more—that help you

reach millennials with messaging that’s made for them.

EXPECTATIONS FROM MARKETERS | Target Them Correctly

TAILOR MADE

»58% of millennials agreed that tailored advertising helps them find products and services more quickly.

Source: eMarketer: Adult Millennials as Consumers, 2014.

» Eighteen to thirty-four- year-olds EXPECT that their mobile advertising will be targeted directly to them, based on their interests, likes, and dislikes.

Marketers need to combine the right message with the right targeting to effectively reach millennials. Keep in mind that they demand a high level

of personalization and your message needs to stand out.

»65% agree that online ads and promotions make them aware of things they want to buy (more than any other group).

» 41% of millennial mobile device users also agree that mobile ads are informative and helpful.

Source: Crowdtap, “Social Influence: Marketing’s New Frontier,” March 2014.

EXPECTATIONS FROM MARKETERS | Personalized Messages

NOW IT’S PERSONAL

They use their mobile devices for more than checking Snapchat. Use local targeting technologies to get your message into the

hands of these highly sought-after consumers.

» 29% agreed that a coupon would influence them to shop in a store they don’t usually shop in.

»34% reported that they often use their mobile device to search for local deals (vs. just 20% of total consumers).

Source: eMarketer: Adult Millennials as Consumers, 2014.

EXPECTATIONS FROM MARKETERS | Tap Into Their Deal Seeker Side

DEAL WITH IT

Millennials are not as brand loyal as their parents. If their preferred brand isn’t available, or if they receive a competitor’s coupon,

they’ll pick up another national brand instead.

»84% are influenced to switch brands by corporate social responsibility and loyalty programs.Source: Bond Brand Loyalty, “The Loyalty Report—U.S. Edition, 2014,” June, 2014.

EXPECTATIONS FROM MARKETERS | Have Strong CSR

BRAND NEW

THE LAST WORDThe millennial consumer is one that marketers are pushing hard to

connect with. What this means for you is that your message runs the risk of being lost in a sea of sameness. Make sure your message makes an impact. Creating comprehensive, hyper-targeted campaigns is easier

than ever before. And don’t forget to deliver unique and interesting creative to make your message most appealing to millennials.

©2016 MNI Targeted Media Inc. | A Time Inc. Company

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