While Millennials Spend More Time Engaging with Electronic Media, They
Pay Attention to – and Value – Print Media
SUSSEX, Wis.–(BUSINESS WIRE)–Quad/Graphics (NYSE: QUAD), a leading global provider of print and
marketing services, today released Millennials: An Emerging Consumer
Powerhouse, a report spotlighting best methods for marketers,
advertisers and media partners to capture the attention of the connected
Millennial market, defined as those born between 1981 and 1997. The
Explores Millennials’ media engagement preferences and attitudinal
behaviors across five key industry verticals: Grocery, Retail,
Restaurant, Automobile and Financial Services.
Examines the impact various media channels have on their behavior and,
ultimately, their purchasing decisions. These channels include, but
are not limited to, catalogs, mobile, direct mail, email, social
media, retail inserts and magazines.
Reinforces that omnichannel marketing campaigns should include more
than just digital channels. Traditional channels like print can be
used to elevate brand awareness and drive traffic online.
“By 2020, Millennial spending power will surge to an estimated $1.4
trillion – just as they are reaching key life milestones such as getting
married, purchasing a home and becoming parents,” said Joel Quadracci,
Chairman, President & CEO of Quad/Graphics. “It is critical for
marketers in these industry segments to capture the attention and
influence of these consumers early on in their buying journey.”
Key findings from the research are:
Even though Millennials are the most digital-savvy generation,
surprisingly more than half ignore digital advertising, and instead
pay the greatest attention to direct mail and print advertising.
More than half of Millennials read retail email, more than any other
type of email marketing.
Fewer than 1 in 10 Millennials based a purchase decision on what’s
happening in a social network.
Nearly half of Millennial mobile users discovered new brands by
following, liking, pinning or tweeting information on social media.
Millennials are cost-conscious multichannel consumers who actively
shop from catalogs and retail inserts using print and mobile coupons.
Nearly half of Millennials made a purchase because of something they
read about in a magazine.
“Millennials are a connected, media-astute generation who are completely
in control of when and how they engage with content across an
ever-growing number of media channels,” Quadracci said. “This has
created a crisis of measurement for marketers who are challenged to
optimize their marketing spend across channels to break through the
clutter, engage with the end user, and increase response and loyalty.
Our report shows that Millennials engage with different channels for
different reasons with all of them contributing value on the path to
purchase. Further, our research supports that brands perform better when
using a balanced approach with online and offline channels.”
The findings in Millennials: An Emerging Consumer Powerhouse were
gathered from Quad/Graphics’ proprietary Customer Focus® 2015 Research
Study, as well as from external research authorities, including Pew
Research, Nielsen and Annalect, among others. Customer Focus® is a
quantitative annual survey of 2,500 adults, a solid representative
sample of demographic U.S. Census estimates. Millennials made up the
largest share of the U.S. workforce as of Q1 2015 and, in 2016,
Millennials will surpass Baby Boomers (those born between 1946 and 1964)
in population size for the first time in history.
For the complete Millennials: An Emerging Consumer Powerhouse report
or more information on Quad/Graphics Consumer Focus® research, visit http://www.QG.com/millennials-an-emerging-consumer-powerhouse
or contact Ashley Durkin-Rixey at 202-223-4933 or firstname.lastname@example.org.
At the forefront of innovation for 45 years, Quad/Graphics (NYSE: QUAD)
is a leading print and marketing services provider focused on helping
brand owners market their products, services and content more
efficiently and effectively across media channels. With a consultative
approach, worldwide capabilities, leading-edge technology and
single-source simplicity, Quad/Graphics has the resources and knowledge
to help a wide variety of clients in distinct vertical industries,
including but not limited to retail, publishing, healthcare, insurance
and financial. The Company helps its clients perform better in today’s
rapidly changing world through the integration of print products with
complementary services to improve efficiencies, reduce costs, lift
response and increase revenue. Quad/Graphics provides a diverse range of
print and related products, services and solutions from multiple
locations throughout North America, South America and Europe, as well as
strategic partnerships in Asia and other parts of the world.
Ashley Durkin-Rixey, (202) 223-4933