As the study revealed 81% of affluent Gen-Y consumer opening and checking their status on Facebook each day. On the other site 45% are reading at least one blog or newspaper content and 41% watch television daily. Taking a closer look how the Gen-Y affluents connect with brands, the study reveals more than 80% of female Gen-Y's do that through social media, comparing it to just 63% of the male Gen-Y affluents.
Most likely the action for these Millenials to follow or like a brand will be triggered by special online offers or promotions a company is displaying. Here again: more female (38%) than male (28%) will decide to give it a try and follow. Because Facebook is just in such a dominating position, do not attempt as a business or marketer to neglect your micro-blogging endeavor. Twitter for example is still up and coming and 1 out of 4 Millenials checked their status, responses, direct messages and name mentioning in the last 24 hours.
Who are actually these "affluent" Gen-Y's? Why should we have them in our scope and building a possible Marketing strategy around them?
The average affluent Gen-Y consumer is around the 27 year old bracket. Income is approximately at the $100,000 per year range, which will definitely double by the age of early 30's. 75% of the focus group in this study mentioned their "somewhat affinity" to a brand in which 43% of them admitted of "following some good brands" and 32% of these participants even had "a brand crush", which made them follow a brand.
The most interesting part here: 12% considered themselves "brand devotees" or as I would state "HERE ARE YOUR BRAND EVANGELISTS - locate them, target them with special offers and perks, and you'll create your own self-sustaining "referral marketing department".
What else was found during L2's study?
Facebook seems to be the "Holy Grail" for these Millenials because fundamentals reveal
- more than 50% say that their attitudes towards a brand was shaped through Facebook
- 54% of them clicked "LIKE" on a brand fan page in previous month
- 38% have posted a comment in the previous month
- 30% shared the brand they followed with their network (love this WOM number)
No doubt, watching and sharing video content is a daily task for Gen-Y's. According to the numbers
- 56% watched a video on YouTube the previous 24 hours
- Hulu videos or shows were downloaded and watched by 19%
- 13% used a mobile device to watch a video
- and 21% found a different video source other than YouTube and Hulu.
In case you have already tried to focus on certain age groups, like Gen-Y, Gen-X and Baby Boomers and may have run a campaign, what did you see and conclude out of the campaign? Please feel free to comment and share your insights.
