- Posted by Nigel Edelshain
- On November 8, 2012
If you’re trying to reach Millennial consumers – those Americans born between 1980 and 2000, approximately – you probably immediately think of using digital channels such as social media and mobile.
After all, the “Net generation,” as Millenials are sometimes called, grew up with the Internet and have an unprecedented facility with the online world. The Pew Research Center tells us just how “connected” Millenials are – “Millennials outpace older Americans in virtually all types of internet and cell use.” (source: Pew Research.)
You might think that traditional media has no place in your marketing mix if you want to reach this hyper-connected group. Think again. Compelling research compiled from different sources by the Association of Magazine Media shows that this group not only reads magazines, they value them as a credible source of information.
A 2011 GfK MRI study found that 92% of adults overall read magazines but for Millenials this number is actually higher – 96%. In order of preference, according to the study, Millenials rank the Internet first; magazines as a close second, then radio and television third.
Millenials find magazine ads to be highly credible. When asked about their experiences with magazine advertising, 46% of Millenials said the ads provided useful information about new products or services. When asked about the credibility of magazine vs. Internet ads, Millenials reported that they viewed magazine ads as 50% more credible than Internet ads.
A 2011 BIGinsight study found that magazines do very well at driving online action. Among adults aged 18-24, 32% conducted an Internet search for a product as a result of something they saw in a magazine (that compares to 25% for email campaigns, 28% for Internet ads and 26% for social media).
Millenials, more than other generations, consume content (including ads) across multiple channels. It’s key to create a multi-channel marketing approach to getting your message to this group, using both traditional media as well as digital channels.