A recent study revealed that 62% of millennials feel online content drives brand loyalty and 32% find today’s brand communications helpful.
The study, called The Millennial Mind: How Content Drives Brand Loyalty, revealed that content must be educational, truthful and personalized to influence brand loyalty and purchase behaviors in this age group. The study surveyed more than 500 U.S. millennials in Oct. 2014, to obtain the results.
Millennials and Brands
When asked how much they read communications from brands:
- 15% said always.
- 31% said most of the time.
- 30% said sometimes.
- 16% said rarely and 2% said never.
As show in the chart below 77% of millennials credit a great product with determining brand affinity.
Content Sharing Amongst Millennials
Millennials prefer content that is:
- 54% tailored to their age.
- 55% tailored to their location.
- 63% tailored to their cultural interests.
When asked “What gets you to share?”
- 72% it needs to be funny.
- 62% it is thought provoking.
- 51% it is relevant to their circle of friends.
Millennials consume content across a number of different platforms. Google and Facebook win when it comes to searching for content. Facebook also leads the
charge when it comes to sharing content for millennials.
“Millennials today value quality over quantity when it comes to content marketing,” said Shafqat Islam, CEO and Co-founder, NewsCred, in a company report.
“Millennials don’t want to have to work to find the value in a sea of sales messages. Brands can earn millennials’ trust, loyalty and share of wallet with the right content – but they need to invest in being a helpful partner that respects the characteristics, interests and qualities that make each millennial unique.”