Millennials Use the Most Marketing Channels When Researching Products
Today’s consumer spends a considerable amount of time researching a product before committing to buy. The channels which different generations are using, however, are significant.
Millennials Have the Most “Balanced” Channel Approach
Salesforce surveyed over 4,000 consumers in the United States, Canada and the United Kingdom. The research found that the one similarity between Millennials (18-34 year olds), Generation Xs (35 to 54 year olds) and Baby Boomers (55+) is that all three generations rely the most on a company’s website when looking into a product or a service.
Unlike the other generations, Millennials are using multiple channels when researching a product, including:
- Social media
- Mobile apps
Generation X was somewhat similar to Millennials, except this group relied less on speaking to a sales representative over the phone, they use social media and chat less, and they use fewer mobile apps.
Baby Boomers were the least active of all across multiple channels. The research showed that this generation preferred to use a company’s website the most (61%) with the next most commonly used channel being email at 26%.
What the Research Suggests
This report shows the importance of having a fully integrated marketing strategy that spans multiple channels, regardless of the age group being targeted. It also suggests that customer service is incredibly important in the sales process with channels like email, social media and phone being amongst the highest ranking marketing channels.
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