SOURCE: Adroit Digital

Adroit Digital

August 11, 2015 10:00 ET

Survey Shows Millennials Shop Online and Engage With Advertising No Differently Than Gen X and Boomers

Nearly Two-Thirds of Millennials and Those 35+ Say Online and/or Mobile Advertising Affects What They Purchase

NEW YORK, NY--(Marketwired - Aug 11, 2015) - Adroit Digital, a performance marketing technology company that leverages shared shopper data to drive marketing outcomes for global agencies and brands, has released a research report examining if Millennials' online shopping behavior and response to digital advertising differs from that of older shoppers.

In Marketing to Millennials: Do They Really Shop Differently Online Than Gen X and Boomers?, Adroit surveyed 1,000 US and Canadian consumers ages 18-34 and 500 US and Canadian consumers age 35+ to see how digital advertising influences their path to purchase. The insights gained in the survey are meant to assist agencies and brands in evaluating how their current marketing efforts align with Millennials' actual shopping habits and sentiments towards online advertising. The report is a follow-up to Adroit's 2014 study Millennials: The New Age of Brand Loyalty, which looked at how loyal Millennials are to brands compared to their parents.

The results from this latest survey show that Millennials are not that different than Gen X and Boomers in how they shop and engage with online advertising. For instance, both Millennials and those 35 and older do the majority of retail browsing in-store -- 57% and 61%, respectively. The majority of respondents are also more likely to click on a mobile ad over a desktop ad -- 55% of those 18-34 and 52% of those 35+.

Additional highlights from the study include:

  • 75% of those 18-34 and 73% of those 35+ replied that online and/or mobile advertising affects what they purchase
  • 73% of those 18-34 and 71% of those 35+ are likely to change their plans to visit a retailer or restaurant if they are away from home and receive an ad on their mobile device for a local deal or discount in the area
  • 55% of Millennials and 54% of those 35+ chose online review sites as the online social medium that affects their retail purchases the most
  • 68% of Millennials and 69% of those 35+ agree that one-click purchasing makes a difference in their likelihood to buy something

"Our study shows that, in many instances, Millennials don't shop or respond to digital advertising any differently than their older counterparts," said Jacob Ross, President of Adroit Digital. "This indicates that behavioral data is a better predictor of how someone will respond to a message than age alone. But when it comes to sourcing a sufficient amount of behavioral data to build relevant models, where can an advertiser look beyond their own walls? To do this, we believe strongly in the power of second-party data cooperatives -- first-party data shared from many advertisers. Second-party data gives advertisers accurate and valuable insights that combine the quality of first-party data with the scale of third-party data. In an era of data in walled gardens that only benefits the owner, we subscribe to what we learned on the grade school playground: play nicely with others, and everyone wins."

Download the full research report here.

About Adroit Digital

Adroit Digital is the industry's leading shopper-powered performance marketing technology company. We leverage an online cooperative of shopper data and powerful predictive modeling technology to drive transformative results for global agencies and brands. 

Our clients have access to insights gained from real, in-market shoppers -- 500 million non-personally identifiable shopper profiles from 160 million unique non-personally identifiable shoppers collected monthly that produce over $1MM dollars of hourly purchase data. In short, Adroit Digital provides marketers unprecedented access to unique audiences at scale to drive transformative digital advertising performance.

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