Millennials Say Combo of Digital and Offline Ads Most Influential
Consumer Attitudes
March 20, 2014 -- As reported by Androit Digital, an online advertising data cooperative, Millennials (ages 18-33) number more than 80 million -- a population larger than the Baby Boomers, and outnumbering Gen Xers almost 3:1. With this in mind, Androit set out to examine the media channels that drive young adults' brand selection and loyalty.
The firm asked Millennials the question:
"Do you think digital advertisements (online, mobile, social) are more effective in influencing your brand decision making than traditional advertisements (TV, magazines, radio)?"
- The majority of Millennials surveyed (45%) say a combo -- digital ads combined with traditional ad channels -- are equally or more effective in influencing their brand decision making, compared to either as a standalone channel.
- Thirty-six percent think digital advertising is more effective than traditional advertising -- digital ads are more popular with men (41%) than with women (30%).
- Nearly one in 5 Millennials (19%) say TV, print and radio ads are most effective in influencing their brand decision making.
- Younger Millennials (ages 18-25) are more apt to believe digital is better at influencing them (42%) than older Millennials (32%).
- When Millennials were asked which advertising medium has the most influence over how they perceive brand value, TV and social media were tops at 70% and 60%, respectively.
About: The study was fielded from January 21-January 27, 2014. The survey targeted a random sample of US consumers, 18–33 years of age who own both a smartphone and a personal computer. The study garnered 2,000 completes.
Source: Adroit Digital, Millennials: The News Age of Brand Loyalty, accessed April 3, 2014.
