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BizReport : Advertising archives : August 19, 2015

Adroit: Advertisers should avoid pigeonholing Millennials

Despite differences in age, new research from performance marketing tech firm Adroit shows that, whatever generation a person is pigeonholed into, their response to advertising is remarkably similar.

by Helen Leggatt

If you believe that Millennials are affected differently by ads than older generations, think again. According to Adroit's recent survey, three-quarters of consumers below the age of 35 said they make purchases based on advertising they have seen - just 2% more than for those age 35 and over.

Furthermore, both Millennials and those over the age of 35 do the majority of their retail browsing in-store (57% and 61% respectively) and there is little different between those more likely to click on a mobile ad over a desktop ad (55% and 52%).

The similarities do not stop there:

- 73% of Millennials and 71% of those age 35+ are "likely to change their plans to visit a retailer or restaurant if they are away from home and receive and ad on their mobile device for a local deal or discount in the area";

- 68% of Millennials, and 69% of those age 35+, agree that one-click purchasing makes a difference in their likelihood to buy an item;

- When it comes to which online social medium affects retail purchases the most, both Millennials and those age 35+ chose online review sites, 55% and 54%, respectively.

"The survey results demonstrate even more clearly that advertisers and agencies need to avoid pigeonholing Millennial shoppers," concludes Adroit's report. "They will need to reach beyond stereotypes to explore the nuances of the Millennial generation, particularly as more of them enter the workforce and buying power increases, to see if they actually warrant completely disparate marketing strategies compared with other generations of shoppers. The key will be to stay nimble to account for both the similarities and differences between Millennials and other generations of shoppers."

Image via Shutterstock

Tags: advertising, Millennials, mobile, retail

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