UK Millennials Want Brand Connection, Not Cash Savings - eMarketer

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UK Millennials Want Brand Connection, Not Cash Savings

Emotional and informational brand content preferred among millennials

June 30, 2015

The UK economy is looking much better today than it did a few years ago, but the hangover from “austerity Britain” remains, with many Brits still training a keen eye on their finances. So when it comes to brands connecting with consumers, this should remain top of mind.

Types of Content that Would Make UK Internet Users More Interested in a Brand, by Age, April 2015 (% of respondents in each group)

April 2015 polling from Atomik Research for content marketing agency Headstream found that internet users in the UK were more likely to have their brand interest piqued if they were served up content that centered on discounts—49% of respondents said such content would make them more interested in a brand.

However, while over-35s were much more interested in discounts than anything else, among millennial age groups—ages 18 to 24 and 25 to 34—interest was spread much more evenly. Indeed, more 18- to 24-year-olds said they would be more interested in a brand that served them humorous, dramatic or heartwarming stories than they would in one that gave them discounts.

Content that was fun, interesting or topical was also seen as compelling by millennials, cited by 41% of “young millennials” and 44% of older millennials ages 25 to 34. This desire among millennials to be informed or entertained by brand content is worth noting in this post-austerity environment. For them, emotional brand connection, it seems, is more important than mere cash savings.


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