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BizReport : Advertising archives : September 01, 2015

Studies ID how Millennials are connecting

Two new reports are shedding more light on the Millennial demographic - specifically how they engage with brands through content and contact, and the divide that continues to separate Millennials from brands.

by Kristina Knight

First, Mattersight has released new findings that show while most brands (67%) believe social media is an important way to connect with customers only about 1% of Millennials say they want to be contact in this way. In fact, researchers found that most Millennials prefer to be contacted via phone calls. More than three-quarters (85%) say they've 'been disappointed' in customer service interactions in the past year.

That contact point, by the way, carries over into work. Most Millennials said they preferred to interact with co-workers either in person or on the phone.

"Despite growing up in the digital age, millennials haven't abandoned person-to-person contact," said Mattersight CEO Kelly Conway. "Contrary to popular belief, we found that most millennials prefer to communicate in-person and over the phone because it allows them to have the most meaningful conversations. Just like in the workplace, millennials want to be able to communicate with a company person-to-person in order to quickly solve problems. Unfortunately, companies generally aren't providing the call center experience that millennials are seeking, forcing them to abandon phone options for less preferential ways to connect with brands, or even disengage completely."

Meanwhile, new data out from Yahoo indicates how Millennials are taking care of themselves - and it starts with their mobile devices. Yahoo's research indicates Millennials spend more on health/fitness than Gen Xers or Boomers, and that 1 in 3 share health information via their mobile devices or through social media or email weekly. Because of their willingness to engage and share this kind of content, Yahoo's experts suggest brands become better at creating or sponsoring informed content within the health category.

Image via Shutterstock

Tags: advertising, Mattersight, millennial demographic, millennial marketing, social marketing, Yahoo

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