Millennials may be something of an enigma to traditional marketers. With their always-on technology habits, they should be easier to reach with brand messaging. But marketers must tread lightly because these digital natives are fickle about their interactions and will ignore companies that cross into the zone of blatant promotion. One way to approach this up-and-coming consumer demographic is to think about social media, mobile search and video content, or SoMoVi.
In the comScore’s Marketing to Millennials report, it’s clear consumers born between 1980 and 2000 have a voracious appetite for multimedia content. This demographic has almost entirely adopted social media, with 91 percent of those surveyed reporting they have a Facebook account. Nearly half (46 percent) are Instagram members and 39 percent are on Twitter.
91% of surveyed Millennials have a Facebook account
Millennials are also some of the biggest users of mobile devices. Over 80 percent own smartphones, and they use their devices as the primary means to access the internet. Two-thirds of Millennials use their desktops and mobile devices to browse the ‘net and read digital content. More importantly, nearly a full fifth say they solely use mobile devices to go online.
When it comes to video views, the 18 to 34 age bracket is also the predominant content consumer. The report cites comScore’s Video Metrix data from November, a month when the average viewer watched an estimated 355 videos. While the number seems steep at first glance, it could refer to every instance in which a person hit the play button for a video or watched an ad.
The average Millennial viewer watches an estimated 355 videos/month
Marketers must realize they’re dealing with a new generation that has completely different expectations than consumers in the past. Because they grew up when digital content was the norm, rather than the exception, they look for brands to curate content creatively and deliver continuous experiences across channels.