Marketing to millennials is a top priority for many brands, but treating the demographic as a single group misses the opportunity for precise targeting.
Consumers born between 1981 and 1996 make up the millennial generation, a broad age range that encompasses a variety of life stages. On the younger extreme are students entering post-secondary education, whose tastes and preferences are very different than older millennials, who might be homeowners and parents of young children. Effectively targeting within the millennial cohort is paramount, and increases the likelihood that brands will achieve relevance with this lucrative demographic.
More than 7.3 million millennials reside in Canada, making them the largest age group since the baby boomers. Brands have long sought relevance with this group to tap into decades of future buying power.
Millennials’ media consumption is fragmented across digital sources and devices. Digital media claims most of their time, but traditional media—especially TV—maintains a strong share of their overall time spent with media.
Subsegmenting millennials into smaller groups makes sense to ensure effective campaign targeting. Personas that can be applied to this group include homebuyers, young professionals, worker bees, online shoppers and activist voters.
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Table of Contents
Millennials and the Media
Five Millennial Personas: Segmenting Within the Demographic
Millennial vs. Total Internet Users in Canada Who Are Comfortable with the Level of Truth and Accuracy in Ads, by Type, April 2018 (% of respondents in each group)
Factors that Influence Digital Purchasing Decisions According to Millennial* vs. Total Digital Buyers in Canada, Jan 2018 (% of respondents in each group)