Experts Discuss how Millennials Consume Content, Shop Differently

AMR 2013 audienceReaching millennial consumers is a key focus for marketers in the auto industry, and was a key topic during presentations and panel discussions at the October J.D. Power Automotive Marketing Roundtable in Las Vegas, NV. A few highlights from a few sessions with panelists and presenters that addressed millennial consumers are presented.

“Let’s talk about millennials. . . They won’t get cable. They don’t have any money. They’re entitled. They want to do their own thing. They’re a completely digital first generation.”—Mike Shields, digital editor of AdWeek

How Different are their Media Consumption Habits?

“My team at Microsoft—80% of them are millennials—it’s an on-demand environment. They want to consume a lot of content at the same time. They can do it better than any other group. Some 83% are using a second screen and multi-tasking. . .You have to make sure you have something there to complement what they are consuming on TV.”—Randy Shaffer, director, Xbox West Sales, Microsoft

“We see ‘fanboys’ consuming media voraciously across all platforms. They go to five movies a month. They’re watching two more hours of television—on demand—than their own peer set. They’re consuming a ton of web video. In the case of gamers, they are willing to pay for content. They’ve been paying for $60 games for a very long time. . . You need to figure out how to present it to them. They will steal it first if they have to. But, if it’s good, they are willing to pay for it—that’s proven in gaming, premium video and web video content as well.”—Jay Sampson, executive vice president, sales and operations, Machinima

“With the millennials, you have to stay authentic. It’s really, really important because they sniff you out if you aren’t.”—Andrew Budkofsky, executive vice president, sales and partnerships, Break Media

“This demographic is still evolving. They grew up with media around them. They understand when they are being marketed to, and if it’s done well, they actually enjoy good marketing. If ads have value, they like it. . . They do a lot more research. They listen to their friends a lot more. They are huge on feedback. They want to see what other experiences were. If they like a device or a product, there’s a very good chance they will get it again.”—Randy Shaffer, director, Xbox West Sales, Microsoft

“Millennials are addicted to the phone. If they are more than five feet away from their phone, they get fidgety. Millennials have grown up in an instant era. If they want something they get it. They go online.”—Clayton Stanfield, senior manager, Dealer Outreach, eBay Motors

What about Content for the Millennials?

“If you are a content producer, you have to produce for any platform so that at launch anybody can consume it anywhere they are.”—Andrew Budkofsky, executive vice president, sales and partnerships, Break Media

“As an industry, we need to get into more of a cadence, producing content on a frequent basis. Yahoo! has done a good job in some areas. YouTube has funded content in some areas. We’ve done about a half-dozen episodic series and marketers and agencies are starting to understand.”—Jay Sampson, executive vice president, sales and operations, Machinima

“Quality rises to the top almost immediately. A viral video can break out in a matter of days, where it used to take months. Millennials are filtering so much and consuming so much that they are comfortable comparing the bad and the good. . .They are going to celebrate the good. . . Look at the VW Force commercial, which is the number one viewed commercial of all time now on YouTube [58.5 million views]. That’s ’cause it’s a great ad. It’s a funny ad. It doesn’t even have to be custom content.”—Luke Kallis, senior vice president, sales and strategy, West Coast, VEVO

Note: A second post with more highlights on the consumer behavior and consumption habits of millennials excerpted from some discussions at the October J.D. Power Automotive Marketing Roundtable (AMR) will be published tomorrow on our Global Automotive Blog (GAB).

 

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