Epsilon Study Reveals Captive Audience in Millennials

18-25 Year Olds More Receptive to Permission-Based Email Offers; More Likely to Use IM, SMS and Social Networks

DALLAS, TX — September 9, 2009 — Millennials, 18-25 year olds, around the globe are receptive to digital marketing messages, according to Epsilon’s Global Consumer Email Study. The research shows millennials are more wired and willing to receive permission-based email messages; however they are also more wary and concerned with security and privacy.

Compared to other age groups, millennials are more likely to use tools such as instant messaging (IM), social networking and text/SMS messages as their primary tool for personal online communications. Over one-third (35%) cited instant messaging, whereas 26% of 26-35 year olds and 11% of 36-45 year olds selected IM. In particular, millenials in Asia Pacific use more tools and devices than other parts of the world.

Another notable difference amongst millennials reveals they were more receptive to both online and offline specials in permission-based emails (PBEs), defined as email communications from a marketer to a consumer or business that subscribed or opted-in to receive email communications from the sender. A higher percentage of millennials report that they want to receive certain types of PBEs more than once a day including specials/offers from online merchants (34%), entertainment (32%), sports (28%), special offers from traditional (offline) retailers (26%), electronics information (21%), and telecommunications information (21%).

Millennials want to receive offers more often and are willing to stay in programs rather than their elders who are more likely to unsubscribe. Again, these trends are even more predominant in Asia Pacific, where millennials are interested in many different kinds of offerings and are interested in receiving information on a daily basis.

“This research emphasizes the importance of segmented and targeted marketing campaigns since there’s a clear difference in behavior among age groups,” said Kevin Mabley, SVP of Strategic Services at Epsilon. “To ensure the greatest return on marketing investment, today’s marketer needs to be cognizant of the audiences they want to reach and adjust messages, vehicles and offers to appeal to these customers and prospects.

The survey found that millennials are savvy online users and demand personalization. They are particularly responsive to subject lines that are personalized with an individual’s name. Personalization within the email strongly or somewhat increases the likeliness that they will respond. These individuals are also most interested in breaking news and limited time offers, which may be the result of the popularity of mobile devices among millennials.

Concerns about security of PBE offers are greater amongst millennials than older individuals as well as the seeming lack of human interaction. Marketers need to be respectful of the concerns among this group as they use more tools to prevent spam and indicated a greater concern about privacy and security.

According to Mabley, “To reach this lucrative consumer group, email marketers should utilize age data on profiles to send relevant content to the right device as well as incorporate preferences and behavioral data. In addition, an understanding of global attitudes will allow marketers to effectively reach the next-generation user.”

Source: Epsilon