If you're a digital strategist whose target market includes millennials, then it's in your best interest to know where they're hanging out in cyberspace. Fortunately, there's been plenty of research released within the last year or so to give you an insight as to where they like to spend their time online.
Facebook Is The Major Destination
Let's cut to the executive summary right out of the gate. If you want to market to millennials, get on Facebook.
Why? Because, according to a recent report by comScore, millennials spend almost an hour a day on that social media channel.
Perhaps more importantly: that time is spent on Facebook's mobile app.
"With constantly refreshing social content and home screen accessibility for most users, the app is made for habitual usage," the report said.
That being said, while Facebook is the dominant player it has been rumored that the site is losing its position with millennials. Other communities are closing in fast.
Other Communities Are Growing Fast
While nothing is as popular as Facebook with a millennial audience, there are a number of other apps that kids these days find appealing.
And they're all social media apps.
Next is Snapchat at about 6 hours per month. But don't be surprised if Snapchat overtakes Instagram within the next year. Also, Snapchat has one really great statistic that you cannot ignore. They state, "On any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States."
Finally, millennials use the Tumblr and Twitter apps for 5.7 hours per month and 3.5 hours per month, respectively.
There are a couple of things worth noting about all of these stats.
First, Facebook owns Instagram. That means millennials are using a Facebook property for about 34 hours every month.
So here's a pro-tip: If you want to reach people aged 18-to-34, consider making Facebook your very best friend from a marketing perspective.
Also, both Instagram and Snapchat are exclusively mobile apps. They're simply not intended for desktop or laptop use.
That's further evidence that mobile marketing is a great way to reach millennials.
Apps With The Highest Concentration Of Millennial Users
If you're marketing a product or service that's designed almost exclusively for millennials, then it's a good idea to find a marketing channel where the audience is likely to consist of young people.
Here are the apps with the highest concentration of millennials:
· Yik Yak (98% - not a typo)
· Vanmo (94%)
· InstaSize (88%)
· BuzzFeed (81%)
· Tinder (79%)
· Snapchat (76%)
· MeetMe (73%)
· Mint.com (72%)
· SoundCloud (72%)
· Layout From Instagram (72%)
· Vine (71%)
· Poshmark (71%)
· TwitchTV (71%)
· PicsArt (69%)
· iFunny (69%)
· Tumblr (69%)
· Dubsmash (67%)
· Spotify (67%)
· Kik Messenger (68%)
· Photo Grid HD (68%)
If you're interested in reaching the younger set within the millennial demographic, then Snapchat is probably your best friend. According to comScore, about 60% of all 18- to 24-year-olds use the app with the funny ghost icon. Only 27% of 25- to 34-year-olds are on Snapchat.
You Have To Understand, It's All About Mobile
As we've seen, millennials love their mobile devices.
But they love their smartphones more than most people realize.
According to a study from global research consultancy TNS, millennials spend almost an entire day every week on their phones.
The average millennial uses his or her phone for 3.1 hours per day. Multiply that by 7 and you come up with 21.7 hours per week - almost an entire day.
Unsurprisingly, that same study also showed that 71% of millennials use social media daily.
But Kris Hull, the Digital Lead of TNS Americas, warned marketers about reading too much into the numbers.
"Brands need to be wary of making sweeping assumptions about the digital habits of different age groups," she said. "While millennials are clearly an important demographic, Generation X (aged 31-45) and the baby boomers (aged 46-65) generally have higher disposable incomes, established buying patterns and are spending increasingly more time online. Brands are often too focused on the need to market to their most advanced digital consumer, when actually a tiered strategy, reflecting where the spending power actually sits, may be more appropriate."
Online Shopping Habits of Millennials
How do millennials like to shop online?
The answer won't shock you. They prefer to shop with their smartphones.
According to PFSweb, 79% of millennials said that mobile usage introduced them to a new brand and 54% said that shopping apps made it easier to shop online.
That's important because millennials spend more money in online sales than any other age group. The average 18- to 34-year-old lays out roughly $2,000 annually in eCommerce.
It's worth noting, though, that while millennials love to use their smartphones for virtual window shopping, about 60% of them prefer to complete the purchase with a desktop or laptop computer. That's because the whole checkout process of entering a name, address, and credit card number is much easier with a traditional keyboard.
About 35% of millennials said that they'd be happy to complete their purchase on a mobile device if the process was easier.
So there's a great marketing opportunity. If you want to increase your millennial market share, make it easier to complete the checkout process on your eCommerce site.
Start Targeting Them Now
It's this simple: millennials love mobile. They also love social media. If you're marketing to a younger demographic, make sure your digital campaigns are optimized for mobile technology and that you leverage social media as much as possible.