Singapore – With millennials being referred to as the generation of ‘digital natives’, it comes as no surprise that they are one of the most influential demographics in the current era of marketing. This being said, research on key trends among millennials conducted by market research firm GWI shows what millennials from APAC cater to when it comes to their behavior towards media consumption and brand purchases.
Data from GWI’s study touches on how millennial preference can contribute to the rise of brands, media platforms, and even influencers, as well as what millennials seek in brands that they purchase on a regular basis.
When it comes to media consumption, the study shows that APAC millennials are actually spearheading the growth of the podcast as a media platform, with 25% of respondents listening in for at least two hours a day. This also leads to respondents saying that 12% of them discover new brands or products through podcast advertisements.
APAC millennials have also been found to be easily swayed by nostalgia, with the study stating that 65% of respondents prefer if brands or companies bring back old logos and ads. The same can be said with the effect of memes in advertising, as the study says that they are more engaged with finding memes funny when compared to the later Gen Z demographic.
Moving on to brands, influencer marketing plays a significant role in marketing to APAC millennials, with 85% of respondents saying that they trust influencers. Nearly 4 in 10 APAC respondents say influencer recommendations are more trustworthy than regular ads, which translates into purchase behavior — as there is an 8% more likely than average likelihood for them to purchase a product recommended by influencers.
Lastly, brand trust towards millennials is vital in terms of reliability, as 45% of the respondents are loyal to the brands that they already like in terms of quality control. Respondents also said that they are 11% more likely than average to cite a live-chat feature as a purchase driver, and the number one thing they expect from brands is to be socially responsible.
