2022-09-05-GWI-2022年千禧一代营销报告_35页_9mb

Millennial Report Summary

Methodology

GWI's report analyzes data from online surveys of internet users aged 16-64, focusing on those born between 1983 and 1996 (Millennials). It uses global and local data from ongoing quarterly research and monthly Zeitgeist studies across 48 markets. Figures are representative of online populations, not total markets, due to varying internet penetration rates. Indexes compare groups to the global average (1.00), with time series data showing trends from 2015 to 2022.

Key Insights

• Millennials are maturing, with increased financial independence, senior roles, and family responsibilities, leading to evolving consumer behaviors.
• They are health-conscious (e.g., regular exercise, reduced fast food consumption) but also image-conscious, impacting mental health and brand engagement, particularly in fashion and beauty sectors.
• Online time and media consumption are decreasing post-COVID, with social media remaining central despite a 7-minute reduction in daily use. Interest in the metaverse is high, but actual engagement is limited.
• Purchase journeys involve social media discovery, online research, and are driven by factors like convenience, status, and eco-friendliness, with Millennials loyal to brands they trust.

Millennial Profile

• Aged 26-39, Millennials show diversity in life stages, with more in management roles and married/parents compared to earlier years.
• Key characteristics: Health awareness, financial caution, tendency toward impulsiveness in spending, and a balance between saving and premium product interest.
• Issues include body dissatisfaction affecting mental health and barriers like the cost of living crisis.

Entertainment & Media

• Social media dominates daily life, with platforms like TikTok and Instagram leading in usage; time decreases but competition intensifies.
• Streaming services (e.g., Netflix, YouTube) are popular for TV and music, with younger audiences shifting to digital formats.
• Gaming is prevalent, with high esports viewership and broadcasting; the metaverse shows potential but requires content innovation to retain users.

Marketing to Millennials

• Brands should prioritize social media presence for discovery and engagement, using features like "buy" buttons and live chat.
• Qualities desired include reliability, eco-friendliness, authenticity, and transparency, with Millennials wary of greenwashing.
• Strategies focus on community building, influencer use (authentic), and offering exclusive content to enhance advocacy.

Overall Conclusions

The report highlights Millennials as a key target for brands, requiring nuanced approaches due to their evolving needs, from health and media changes to economic pressures. Marketers must adapt to digital shifts and emphasize authenticity to build lasting relationships.