Millennials, that cohort of 18-to-34-year-olds born roughly between the advent of the VCR and the commercial debut of the Internet, may be the most well-connected generation yet. They are taking their personal connection— with each other and with content — to new levels, new devices and new experiences like no other age group, recent research shows.
Their connectedness and propensity to consume media content, click on mobile ads, socialize and share experiences through mobile devices has led Nielsen to call them "Gen C." They regularly share sales offers with peers via smartphones and make purchases based solely on recommendations from friends and families, according to research conducted by RadiumOne, a social advertising company.
This generation truly lives the mobile life, RadiumOne said. More than half of them (54 percent) made a purchase from a mobile device in the last six months and nearly one in 10 (9 percent) made six or more purchases. More than three-quarters (77 percent) of those persons were largely driven by personal recommendations (41 percent) and sales-based content (38 percent).
Half of Gen C uses smartphones to share offers such as coupons, sales and ads with friends at the rate of one to three times a month (31 percent), three to six times a month (16 percent) and more than six times (3 percent), the research showed.
And more than half (55 percent) used their mobile devices to comparison shop at least once a week.
"The results of our survey shed light into how brands can better communicate and interact with one of the most mobile and influential consumer groups of our time," said Kamal Kaur, vice president of mobile and display at RadiumOne. "Social sharing across trusted connections and viral buzz via smartphones and tablets are extremely influential to the Gen-C population, requiring new rules of engagement between brands and this highly sought after demographic."
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