Millennials consumers are a key target for marketers, since they are often early adopters who are still developing their brand loyalties. While most people think about older adults when they think about Millennials, it’s important to remember that part of the demographic consists of consumers in their late teens (16-19). This group of influential consumers can be tricky to reach through traditional marketing means. A new study from Refuel Agency found that just one in three Millennial teens say they are influenced by advertising, but shows what things do influence the younger generation.
The internet and mobile technology have changed the way that people interact with media and this can be seen most in changes amongst Millennial teens. Millennial Teens surveyed by Refuel Agency reported spending an average 6.3 hours per day looking at mobile devices compared to 3.5 hours each on computer and televisions.
Put another way, Millennials Teens spend nearly as much time on mobile devices as they do on television and computers combined. This meshes well with the fact that smartphones were ranked as the most important device (55%) while television was the least important (7%).
“Teens are the most digitally-connected generation and seemingly the most difficult to reach,” the researchers wrote in an introduction to the study results. “Refuel Agency presents its first annual custom study on millennial teenagers and their digital lifestyles. The study explores topics such as digital usage, tech ownership, purchasing habits, media perceptions and more. We get to know millennial teens on a deeper level and determine how to effectively engage with this modern audience”.
As one would expect, all this technology isn’t cheap and influences the spending habits of Millennial Teen consumers. The report noted that more than one in four (28%) Millennial Teens said they spend more on technology than they do on life’s basic necessities such as food and clothing. And while this is amazing itself the trend shows no sign of abating since the survey respondents reported that they plan to purchase a variety of devices in the next year. In a year or two, smart watches may begin to account for a significant portion of online time.
Along with an additional four hours a day on video games (2.1 hours) and tablets (1.9 hours), the average Millennial Teen is spending 17.3 hours per day on viewing screens. While one would think that this would make these individuals desensitized to advertising, this isn’t the case. According to report, one in three of the survey respondents admitted that they were influenced by advertising.
While this may seem low, keep in mind that many people don’t realize the effect ads have on them or believe themselves to be above such influences. So the rate of those influenced by ads is probably much higher. That said, choosing the best type of ads can increase the likelihood that it will make an impact with the target audience.
For Millennial Teens, certain ad formats were better than others. According to the researchers, 40 percent of the respondents said they paid attention to online video ads. More than a quarter of the respondents said they were influenced ads on social media (27%). And though not as flashy as the other two entries, PPC ads in search were noticed by nearly one in six (14%).
Reaching Millennial Teens is important for marketers who want to attract customers whose loyalty they may have for decades to come. For more information on how to reach Millennial audiences, read this article on mobile devices dominate the lives of Millennials.