Monthly Archives

April 2017

Millennials Highly Mobile Travel Shoppers

By | Acumen Insights

Research by think with Google examined mobile travel shopping and booking behavior. The research revealed that Millennials are more likely to shop for flights and hotels on their mobile phones. Approximately 41 percent of millennial travelers reported using a mobile phone to shop for flights, whereas only 25 percent of people over the age of 35 reported doing so. In addition, 27 percent of Millennials reported using a mobile phone to shop for hotels. Only 19 percent of those over 35 years old said the same.

Millennials likely use mobile for travel planning due to their increased confidence in flight and hotel information found on mobile phones. Approximately 66 percent of millennial travels reported being confident in finding all the same flight and hotel information whether searching on mobile or desktop. However, only 43 percent of travelers over age 35 said the same.

Unlike older generations, Millennials are more comfortable planning and booking trips on a mobile phone. Two of three Millennials were comfortable planning an entire trip on their phones. Only 1 in 3 of travelers over 35 was comfortable doing so.

Millennials are also following through and purchasing on mobile devices at greater rates than older individuals. Fifty-nine percent of millennial travelers reported purchasing a flight on a mobile phone after searching on this device. Forty-four percent of individuals 35+ reported doing so. Sixty-four percent of Millennials said they have booked a hotel room on their phones after searching on this device. About 42 percent of older individuals said the same.

Millennial Perceptions of Work Martyrs

By | Acumen Insights

As reported by Project Time Off, GfK conducted an online survey of adults 19+ who work more than 35 hours a week and receive paid time off from their employers. The researchers examined the generational differences in the perceptions of being a work martyr. A work martyr is defined as the belief that it is difficult to take vacations because: (1) no one can do your work while you are away, (2) you want to show complete dedication to company/job, (3) you want others to think you are irreplaceable, (4) you feel guilty for using paid time off.

Compared to the other generations, Millennials were the most likely to report that being a work martyr is a good thing. Just under half of the Millennials (48 percent) reported that it is a good thing to be seen as a work martyr by the boss. Only 39 percent of Gen Xers and 32 percent of Boomers reported feeling this way. Thirty-five percent of Millennials reported that it is a good thing to be seen as a work martyr by their colleagues. Approximately 26 percent of Gen Xers and 20 percent of Boomers agreed.

Millennials were also highly likely to report that their company culture either says nothing or sends discouraging or mixed messages about taking time off. Seven in ten (70 percent) of Millennials said this. Millennials were also two times more likely (16 percent) to say they feel disapproval from management when taking vacation than Boomers (8 percent).

Of all the generations, Millennials were also the most likely to forfeit time off, even though they earn the least amount of vacation days. Over a third of Millennials (37 percent) reported receiving 10 or less vacation days, compared to 20 percent of Gen Xers and 18 percent of Boomers. Despite this limited vacation time, 24 percent of Millennials either forfeited vacation days or did not know if they forfeited in the past year. Approximately 19 percent of Gen Xers and 17 percent of Boomers reported this.

Millennials Rejecting Brands for Surprising Reasons

By | Acumen Insights

A survey conducted by YouGov and GT Nexus (an Infor Company) examined brand loyalty among Millennials (18- 34 year-olds) in the United States. The survey revealed at 67 percent of the Millennials surveyed switched one of their favorite brands in the last 12 months. However, the reasons behind the switching were not a result of consumer-facing market factors such as: social media presence, mobile apps, or a cool website. Only 9 percent said the lack of social media presence contributed to them switching brands. And only 7 percent reported that lack of a mobile app or lack of a cool website compelled them to leave a brand.

Instead, Millennials’ disloyalty results from “behind-the-scenes” factors relating to operations, logistics, and supply chain management. For example, Millennials are heavily concerned with product quality and availability. Approximately 49 percent cited product quality problems as a reason for abandoning a brand. Forty-four percent reported product availability as being a reason for switching from one brand to another.

For Millennials, treatment of workers and the environment also matter. Thirty-two percent of respondents reported that they would turn away from a brand that does not treat their employees well or pay them fairly. In addition, 27 percent said they would switch brands if a particular product was not environmentally friendly.

New Consumer Spending Patterns Amongst Younger Generations

By | Acumen Insights

A survey by HRC Retail Advisory as reported in BusinessWire examined shopping habits, attitudes, and influences driving Millennials’ and Generation Z’s purchasing decisions. A total of 31,000 participants in the United States and Canada were surveyed. Significant findings from the research include:

Malls are being shopped differently. Contrary to beliefs, malls are still popular, especially among Generation Z shoppers. Approximately 60 percent of all survey respondents said they visit a mall or shopping center at least once a month. Even more Generation Z respondents (72 percent) reported going to the mall this frequently. However, unlike before, shoppers are going to malls with a specific purpose and in search of specific items. Generation Z respondents are also spending more time at the mall and visiting more stores. Approximately 22 percent of Generation Z respondents reported spending more than 90 minutes at the mall when they visit. In addition, they go to an average of four to five stores.

Gifts cards are most popular. All generations prefer gift cards over actual gifts. In fact, 62 percent of all survey respondents said they would rather receive a gift card. This is even more prevalent for Generation Z. Approximately 69 percent of Generation Z respondents reported having a preference for gift cards.

There are different social influences on shopping behaviors. Social media is a significant influence on purchasing decisions. Half of the Millennials and Generation Z respondents reported using social media while they shop. Facebook was the most popular social media platform in terms of time spent, followed by YouTube and Instagram (24 percent).

Amazon is preferred choice for online shopping. Amazon is the leading choice for online shopping. Seventy-nine percent of all respondents reported making purchases on Amazon in the last year. Approximately 66 percent of Millennials reported using the site at least once a month. Ebay, Groupon, and Apple were also popular websites.