US-based ★ Kara analyzes the Millennial generation

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The "Millennial generation" aged 15-34, increasingly seen as key consumers, doesn't fully fit the typical image of being "internet-savvy and trend-sensitive" – less than half do, according to new research by Kala, part of Dentsu Inc. Aegis Network (DAN), conducted in the US. Ad Age reports.

While millennials are often described as "overly adapted to digital culture like social networks, optimistic, and outgoing," only about 42% of the 15,000 people surveyed by Kala matched this stereotype. Commenting on this diverse reality, Doug Ray, Global President of Kala, stated, "Marketing to millennials is like marketing to an entire country."

According to Kara's Senior Vice President Michelle Lin, the survey results indicate Millennials can be categorized into the following four types:

■ "Trend-Netter" - 42%

While this represents the typical image of millennials spreading trends and experiences through online sharing, only 42% actually qualify as "Trend Setters." This group is highly sensitive to trends, knowledgeable about popular culture, fond of luxury and status symbols, and has strong impulse buying tendencies. Because their opinions—constantly shared via social media in the form of critiques, recommendations, and information—carry weight, they are often mistakenly seen as representative of the entire generation. However, Lin states, "Their behavior represents just one trend; they are not the true trend setters."

■ "Online Privacy-Sensitive Group" 23%

Among the relatively younger segment of the same millennial generation, online privacy awareness was high. This group prefers to share information only with a select few people they choose and discloses personal information only when they want to. They seem to gain a sense of security by controlling their own information management. "This reaction may be a result of excessive information sharing online," Lin points out. This group's profile tends to include living at home with parents, using slightly older digital devices, and preferring transparent brands.

■ "Life Balance-Focused Group" 19%

Nineteen percent of millennials are ambitious and highly lifestyle-conscious. They prioritize a balanced life with clear boundaries between work and home, and are enthusiastic about health improvement. For this group, which favors reliable, highly practical brands, "digital life is just one element among many in the world, and they don't hesitate to step away from it."

■ "Adventurous Trendsetters" 16%

Adventurous true trendsetters comprise 16% of millennials. More worldly than "trend-followers," they adopt diverse perspectives and widely consume intellectual, niche reading material. Their preferred brands aren't necessarily the most popular; they tend to seek their own identity and lean slightly toward premium choices in all aspects. "This group favors brands with a story," said Lin. "They view the story as a benchmark for quality."

Regarding the diversity within the millennial generation, Lin stated, "Behind all the data are individuals. They should not be lumped together as a single generation. Consumers want to be recognized as individuals and have their specific needs met."

 

Source: Ad Age
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