Americans are spending more time online, whether for personal or professional purposes on PCs or smartphones, and brands can capitalize on this trend. Men and women across all demographics are turning to the web to research information, connect with friends and families and complete work-related tasks.
Marketers looking to increase their success, generating higher clickthrough rates and improved ROI, should consider their content marketing strategies in an era when consumers spend a substantial portion of their week checking out a screen.
Millennials, in particular, are spending more of their time on the ‘net. According to a study from WSL/Strategic Retail, those between 16 and 34 upped their internet time by 25 percent in the past year. This shows an increase of three hours per week, resulting in a total of 25 hours of unadulterated internet time from Sunday to Saturday. Marketers with products and services that may be of interest to Millennials should take note, especially as this demographic generates more spending power as it enters the workforce.
Marketers should work on audience targeting to ensure that content marketing efforts reach demographics that spend substantial time on the web. The study found that men and women spent an equal amount of time online, and that baby boomers’ online spending remained stable year-over-year. WSL/Strategic Retail surveyed 1,700 users between the ages of 15 and 66.
Brafton recently reported that brands should consider turning to social media marketing to reach younger users, as those between 18 and 24 use networking sites frequently. In 2012, Millenials spent roughly 11 hours per week on social sites alone. To create content marketing and social media marketing strategies that fit the bill, brands must consider Millennials as viable prospects, and design media to resonate with those buyers.