Experian Marketing Services: early adopter Millennials spend 14 percent of
time on mobile devices
2013 Digital Marketer Report reveals latest demographic trends
NEW YORK, March 14, 2013
NEW YORK, March 14, 2013 /PRNewswire/ -- The generation of 18- to
34-year-olds, known as Millennials, are an increasingly influential group that
impacts many aspects of the American lifestyle, including fashion, technology
and entertainment, according to the upcoming2013 Digital Marketer Report from
Experian Marketing Services. The report looks at key segments of the consumer
landscape, including millennials, who provide a major opportunity for
marketers to reach consumers via mobile. Millennials spend 14 percent more
time engaged with their mobile devices in an average week than their
The report provides a comprehensive overview of consumer trends and outlines
many tactics to target early adopter millennials. Almost one-quarter (24
percent) of millennials have a college degree, 34 percent are married, and
more than half (60 percent) own a home. They have an average discretionary
spend of $11,317 annually.
"Brands and marketers are taking notice of millennials and the fact that they
communicate and behave differently than other generations," said Bill Tancer,
general manager of global research for Experian Marketing Services. "Marketers
increasingly understand that they need innovative marketing programs in order
to engage this important segment of the population."
Early adopter millennials
Fifty-two percent of millennials rank far above, or above average, when it
comes to being early adopters of technology. That means more than half of
adults ages 18 to 34 want to be the first to have the latest electronic
equipment, are willing to pay almost anything for an electronic product and
actively want to be a source of information on electronic equipment to others.
Marketers trying to reach this group can look at the types of Websites driving
millennials to online retailers in order to understand other sites that would
be effective partners, advertising outlets and content providers:
oMillennials are more likely than the US online population to visit search
and social Websites before visiting a retail Website
oThey are less likely to look at email or visit reward and directory sites
before visiting a retail Website
oThey are more likely to visit fashion content and portal sites before
visiting a retail Website
There is a major opportunity to reach early adopter millennials via mobile, as
they spend 14 percent more time engaged with their mobile devices in an
average week than their generational peers. Early adopter millennials are 20
percent more likely to use a tablet and 32 percent more likely to IM/chat than
the average millennial. Other top activities include reading media, listening
to music and email.
For more insights on millennials and other key consumer segments, preorder
the2013 Digital Marketer Report.
About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer
insight, targeting and cross-channel marketing. We help organizations from
around the world intelligently interact with today's dynamic, empowered and
hyperconnected customers. By coordinating seamless interactions across all
marketing channels, marketers are able to plan and execute superior brand
experiences that deepen customer loyalty, strengthen brand advocacy and
maximize profits. For more information, please visit
Experian^® is the leading global information services company, providing data
and analytical tools to clients around the world. The Group helps businesses
to manage credit risk, prevent fraud, target marketing offers and automate
decision making. Experian also helps individuals to check their credit report
and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a
constituent of the FTSE 100 index. Total revenue for the year ended 31 March
2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44
countries and has its corporate headquarters in Dublin, Ireland, with
operational headquarters in Nottingham, UK; California, US; and Sao Paulo,
For more information, visit http://www.experianplc.com.
Experian and the Experian marks used herein are service marks or registered
trademarks of Experian Information Solutions, Inc. Other product and company
names mentioned herein are the property of their respective owners.
Experian Marketing Services Public Relations
1 212 380 2939
SOURCE Experian Marketing Services
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