Age can often factor into how customers want to engage with brands. Using the findings of the MarketingSherpa Consumer Purchase Preference Survey, we examined the differences between millennials and baby boomers. Discover the preferences of 955 U.S. millennials and boomers on how they like to receive messages when they are away from computers.
by Dr. Liva LaMontagne , Editorial Research Manager
Last week, we discussed results of the MarketingSherpa Consumer Purchase Preference Survey showing the ways they want to receive marketing messages on the go. This week, we zoom in on the demographic differences in consumers' preferences.
Read on to discover how male and female millennials and baby boomers prefer companies to communicate with them when they are away from computers.
As you may already know if you follow Chart of the Week, we conducted a consumer survey to help us build content for MarketingSherpa Summit 2016.
MarketingSherpa commissioned an online survey that was fielded August 20-24, 2015 with a representative sample of U.S. consumers.
We asked consumers, "Which of the following methods, if any, do you prefer companies to communicate with you when you are not at a computer? Please select all that apply."
We looked at demographic differences in their preferences, including at male and female millennials, defined as 18 to 34 years old, and male and female boomers, defined as 65 years old and older.
Overall, millennials are more interested in receiving email on their smartphones (53%) compared to boomers (21%). Not surprisingly, millennials also favor other mobile methods of marketing communication more than boomers:
While millennials prefer mobile methods, boomers are more receptive to print ads (61%) than millennials (36%).
Overall, print ads were more popular among women (51%) compared to men (43%). However, radio ads were more popular among men (29%) than among women (20%).
Not surprisingly, boomers (57%) were more interested in print ads than millennials (34%). Male millennials were more interested in almost all mobile methods of communication compared to male boomers:
Millennials were also more receptive toward transit ads (15%) compared to boomers (2%).
Similarly to their male counterparts, female boomers (64%) were also more interested in print ads than female millennials (37%).
Also like their male counterparts, female millennials were more interested in mobile methods of marketing communication:
Interestingly, female millennials (21%) were also more interested in billboards compared to female boomers (13%), while there was no significant age difference here among men.
To sum up, millennials are more interested in receiving emails and other messages on their smartphones, while boomers are more interested in print ads compared to millennials.
Print ads are more favored by women, while radio ads are more popular among men.
Within the age groups, male millennials are more interested in an offline communication method like transit ads compared to male boomers, while female millennials are more interested in billboard messaging than female boomers.
Subscribe to MarketingSherpa Chart of the Week — Get data and discoveries delivered to your inbox
MarketingSherpa consumer purchase preference survey (Research report from MarketingSherpa)
Marketing Research Chart: How consumers prefer to receive messages from companies when they are away from computers
Marketing Research: Tactics marketers use to reach customers who are on the go
Ecommerce: Blurring the lines between online and offline experiences (From the MarketingSherpa Blog)
Get inspired by email, digital, mobile, and content marketing case studies at the MarketingSherpa Summit 2017 in Las Vegas
Apply to speak at MarketingSherpa Summit 2017 with our Call for Speakers
Increase Mobile Conversion Rates
These five free micro classes (each under 12 minutes) apply 25 years of research to help you maximize the impact of your messages in a mobile environment.Get the Course >
Test Discovery Tool
Show business leaders all the results of your testing efforts with this free tool.Get the Tool >
A Model of Your Customer's Mind
These 21 tools and concepts have helped capture more than $500 million in test wins.Download the File >
Research-based Lead Generation Swipe File
22 valid marketing experiments to give you ideas for your next A/B test.Download the File >
Free A/B Test Planning Scenario Tool
This simple tool helps you visualize factors that affect the ROI implications of test sequencing.Get the Tool >
Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.