Millennials Break Tradition by Favoring Digital Formats

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2013 MMNPL survey reveals trends to guide brands in marketing to Millennials

BOSTON – February 4, 2014 – The 2013 Most Memorable New Product Launch survey reveals significant findings when it comes to the Millennial generation’s media consumption, according to Sentient Decision Science and Schneider Associates. Evidence of the “M” factor can be seen in specific media consumption patterns (You can view the full research summary in ebook format, available here).

Key findings in this year’s MMNPL survey include:

  • Millennials (also called Generation Y) are significantly more likely than other age groups to use social media as a source of new product information, rather than watching TV commercials

  • Relying less on articles in magazines or newspapers, Millennials put greater trust in online searches, articles, and advertisements as information

  • Watching TV is no longer an independent activity—Millennials are online at the same time, multitasking to obtain information 

  • While computer platforms remain the dominant device for researching and purchasing products online,mobile platformsare gaining traction. Twenty-eight percent of Millennials have purchased a product using a smartphone, yet this group shows the lowest purchasing rate on desktop computers of any cohort 

According to Joan Schneider, author of the New Launch Plan and CEO of SA, “Whether or not top U.S. products have the so-called “Millennial” factor is meaningful because this generation of 18-30 somethings makes up more than 75 million of the American population. This important audience has significant purchasing power in the form of cars, homes, technology products, and even fast food. Brands taking note are now targeting their campaigns to reach and influence these consumers.  

When targeting Millennials, marketing professionals best connect with this generation by moving beyond traditional media and reaching out through social and digital channels. Even though TV still ranks as the top media source across generations, only half of Millennials cite TV as a means of discovering new products, compared with 70 percent or higher for all other cohorts. Millennials still consume television media but use channels that stream programs, not cable providers. 

“It is clear that the patterns and trends of media consumption and use are different among younger audiences,” said Aaron Reid, Chief Behavioral Scientist at Sentient Decision Science. “Because this generation is quick to adapt to social trends, it’s important to see where and how Millennials are consuming media—and to further understand how to make an emotional connection with them at these touchpoints. Brands that are able to do this will create more impactful campaigns to power their new product launches.”

The most memorable product launches as rated by consumers in the 2013 survey are: Windows 8 (#1), Twinkies (#2), iPhone 5C (#3), Taco Bell Doritos Locos Tacos Cool Ranch (#4 - tied), Wendy’s Pretzel Bacon Cheeseburger (#4 - tied), Burger King Satisfries (#4 - tied), iPad Mini (#5), Microsoft Surface (#6), Vaseline Spray & Go Moisturizer (#7), McDonald’s Steak, Egg & Cheese Bagel (#8), 2013 Dodge Dart (#9), Nintendo 2DS (#10 – tie), and 2013 Toyota Corolla (#10 – tie).

The online MMNPL survey, conducted by Schneider Associates and Sentient Decision Science during October of 2013, polled a national, census-balanced sample of consumers age 18 and up, and uncovered data related to awareness of new consumer product launches, influential trends, media usage, and purchasing behavior. This is the twelfth consecutive year that the Most Memorable New Product Launch survey has been conducted. 

To download a copy of the research summary in ebook format, please click here. To learn more about the Most Memorable New Product Launch survey, http://mmnpl.wordpress.com/

To interview Joan Schneider, CEO and founder of Schneider Associates, and/or Aaron Reid, Chief Behavioral Scientist at Sentient Decision Science about the findings, please contact Alexis Walkenstein, Director of Media Relations at Schneider Associates at AWalkenstein@SchneiderPR.com or 561-445-5409.

About Schneider Associates

Schneider Associates is an integrated marketing and public relations agency that that successfully launches and accelerates visibility for new products, services, companies, organizations and communities. www.schneiderpr.com

Sentient Decision Science, LLC is a full service market research and consulting firm. The firm was founded by Aaron Reid, Ph.D. in 2007 in response to a need for more advanced, practical and precise research methods in the market research industry. www.sentientdecisionscience.com

 

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Quick facts

Millennials (also called Generation Y) are significantly more likely than other age groups to use social media as a source of new product information, rather than watching TV commercials.
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Watching TV is no longer an independent activity—Millennials are online at the same time, multitasking to obtain information.
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Relying less on articles in magazines or newspapers, Millennials put greater trust in online searches, articles, and advertisements as information.
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