Study: Younger buyers not concerned with price

So, are these buyers all about image? It would seem so. Resonate Networks researchers found that men and women between ages 18 and 34 were more likely to purchase products because that product would make them look more successful rather than making purchases that fall in line with their personal beliefs.

"[This demographic] is focused on quality products that also exhibit their success to others," said Bryan Gernert, Resonate Networks CEO. "In order to effectively engage 18-34 year olds, marketers must understand the values and attitudes that drive their purchase decisions and develop the right messaging and ads to connect with them."

What do these consumers deem as important?

• 18-34 year olds are 36% 'more passionate' about social issues like energy compared with their over 35 counterparts
• 48% 'more passionate' about climate change and 24% 'more passionate' about animal rights
• They are more likely to purchase a product based on popularity, looks or innovation compared to those over age 35
• They are less likely (15%-25%) less likely to make purchases based on issues they deem important

Which brands would fare best by targeting younger buyers, then? Although they don't seek out products which fall in line with their passions, it would make sense for businesses involved in fighting climate change or environmental issues to target younger buyers with messages focused on how the product will reflect on the buyer. While figuring out the campaign, forget the bit about cost as they buyers will pay more for the right image and segment the ads according to audience preferences.

Tags: 18-34 year old demographic, demographic targeting, ecommerce, online advertising, Resonate Networks, targeted advertising