Millennials Embrace Online Videos, but TV Is Top Marketing MediumMay 6, 2016 | By Fluent
Publication date 5/6/16
When it comes to marketing mediums aimed at women, television is tops, but online videos resonate well with Millennials.
Researchers at digital marketing and “customer acquisition” firm Fluent conducted the “Marketing to Women Survey,” which revealed differences between demographics as well as several overarching themes that include a growing influence of online videos as well as the importance of mobile technology.
The researchers in the survey noted that women account for 85 percent of “overall consumer spending” in the U.S. Fluent’s goal was to gauge “how well different marketing mediums appeal to women.”
“While there is no single way to market brands and products to all women, our survey found key marketing mediums often vary in effectiveness by age,” the researchers said in their report.
With TV, the medium “remains the most effective traditional” platform, with 41 percent of respondents saying television had influenced them to buy a product. The researchers also said 45 percent of women aged 18 to 29 — the core Millennial consumer — were influenced by online videos.
Other key findings of the survey include that the “most common digital marketing interactions” for women is in researching products on the Internet as well as perusing product reviews, which mirrors similar survey results from other firms. The survey found that 37 percent of women check reviews prior to purchasing items, and 36 percent browsed online before buying.
The poll also revealed that “more personal marketing techniques such as e-mail newsletters, mobile notifications and following brands on social media are less common, but more effective in impacting purchase decisions.”
That said, the researchers noted that “3 in 10 women aged 18 to 29 have followed brands or products on social media, suggesting this medium will have increasing influence among women in the years to come.”
With social media, Facebook was shown to be the “preferred social media site” for over 75 percent of respondents who follow brands socially, the company said, adding the 71 percent of those polled were influenced by mobile notifications.
Additionally, the researchers said that an “overwhelming majority of women prefer gender-neutral marketing messages” as opposed to messages that target them specifically as women.
In a separate report, the researchers at Fluent found a swelling number of people — men and women — spending time using mobile devices. Their annual report showed that mobile device usage rose to 80 percent in the fourth quarter of 2015 from 60 percent in the same period in the prior year.
And “nearly 90 percent of adults aged 18 to 24 were” active users of mobile devices.