Friday April 12, 2013
Radio Marketing Reaches Millennials
Schaumburg, IL — While Millennials are half as likely as adults to use a Sunday newspaper flyer and 12 percent more likely to use coupons downloaded on their phones, radio is one traditional medium that affects their shopping behaviors, according to Alice Sylvester, COO of the Media Behavior Institute.
Millennials over 25 years old, who will represent almost 20 percent of the population by 2020, are eight times more likely to stream music than older adults, listening to the radio on their way to work, at friends' houses and while traveling to the store, Sylvester says.
This generation cooks, but values convenience and ease of use, is restaurant-oriented, views food as a source of amusement and exploration, uses meals as an opportunity to socialize and are less brand loyal and more price sensitive.