Content is Key in the Millennial Purchase Journey
Following on from yesterday’s look at how Millennials engage with entertainment, today’s chart examines how entertainment influences their purchase journey.
Overall, search engines and TV ads remain the most important brand discovery channels for Millennials, as they do for Gen Xers or Baby Boomers. But it’s in looking at the over-indexes where we can see how third-party digital content sources differentiate Millennials from older generations.
Celebrity endorsements, vlogs, and blogger reviews – all forms of third-party content – point towards the potential of influencer marketing among a Millennial audience. This is in contrast to Gen X, whose biggest over-index for a third-party source is the more neutral product comparison websites, and Baby Boomers, whose over-indexes are predominantly in print.
These newer types of media are not the be-all-and-end-all for Millennials, but content, especially entertainment content, recurs throughout their purchase journey. Their biggest over-index for brand advocacy is access to exclusive content or services (like music or videos); for brand interactions, it is playing a branded game. At all stages of the purchase funnel, content is key to keeping Millennials engaged.