Post by account_disabled on Dec 23, 2023 10:01:07 GMT
Millennials and centennials, often seen as absolutely interchangeable with each other by many brands, are sometimes a seemingly unsolvable enigma for brands . Unraveling this enigma (albeit quite abstruse) is precisely the objective of a recent study carried out in Germany by GroupM and Onefootball . In their report GroupM and Onefootball put different product categories under the spotlight, from cosmetics to streaming video services to online payment methods. And while Generation Z reports their interest first and foremost in streaming video platforms (72%), Millennials show particular interest in the food and beverage category (63%). Conversations are, on the other hand, the particular beacon of millennials (63%) and centennials (68%) when it comes to detecting new products and services.
Following in order of popularity are conversations (the usual word of mouth), usability tests and reviews (58% in the case of Millennials and 56% in the case of Generation Z ) , websites and online stores (54% and 58% respectively) and Phone Number List search engines (52% and 49%). Centennials are also particularly willing to use online videos (59%) and social networks (48%) to discover new products and services. Generation Y appealed to more caution in their purchases during the last year than Generation Z When it comes to their purchasing behavior, millennials seem to be more cautious than the generation immediately preceding them (at least during the last year marked by the pandemic) . While only 38% of young people belonging to Generation Y bought more online in 2020 than in the previous year, the percentage shoots up to 52% in the case of centennials.
It is also worth noting that Generation Z (54%) is somewhat more predisposed than Generation Y (51%) to purchasing branded products . Centennials (18%) are also more inclined to be influenced by influencers than millennials (14%). It should also be noted that Generation Y pays special attention to the functionality of the products (72%) when looking at them. The GroupM and Onefootball report also infers that younger consumers are not as ready as it seems a priori to choose brands based on the values they carry. In reality, only 23% of centennials and 24% of millennials say that brands are a way for them to express their personal values and attitudes. Even so, both the Millennial Generation (39%) and Generation Z (44%) attach great importance to the fact that brands dare to sink their teeth into problems that directly hurt and affect society.
Following in order of popularity are conversations (the usual word of mouth), usability tests and reviews (58% in the case of Millennials and 56% in the case of Generation Z ) , websites and online stores (54% and 58% respectively) and Phone Number List search engines (52% and 49%). Centennials are also particularly willing to use online videos (59%) and social networks (48%) to discover new products and services. Generation Y appealed to more caution in their purchases during the last year than Generation Z When it comes to their purchasing behavior, millennials seem to be more cautious than the generation immediately preceding them (at least during the last year marked by the pandemic) . While only 38% of young people belonging to Generation Y bought more online in 2020 than in the previous year, the percentage shoots up to 52% in the case of centennials.
It is also worth noting that Generation Z (54%) is somewhat more predisposed than Generation Y (51%) to purchasing branded products . Centennials (18%) are also more inclined to be influenced by influencers than millennials (14%). It should also be noted that Generation Y pays special attention to the functionality of the products (72%) when looking at them. The GroupM and Onefootball report also infers that younger consumers are not as ready as it seems a priori to choose brands based on the values they carry. In reality, only 23% of centennials and 24% of millennials say that brands are a way for them to express their personal values and attitudes. Even so, both the Millennial Generation (39%) and Generation Z (44%) attach great importance to the fact that brands dare to sink their teeth into problems that directly hurt and affect society.