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How and when to market to different generations in a social age

RESEARCH RELEASE: Data and insights company Pureprofile has conducted a survey of more than 1000 Australians to understand the behaviours, habits and motivations behind how the different generations use social media and apps.

The report Media Consumption in Australia: Generational behaviour and what that means for your business has a range of findings, including factors influencing people’s purchasing behaviours: 

  • Online reviews – 60pc
  • Friend recommendations – 58pc
  • Brand and product websites – 41pc 

According to the findings, here are some suggestions for marketers:

  • When targeting Millennials and Gen Z, it’s best to serve ads during the evening, at lunch times, and during peak commute times 
  • Baby Boomers are far less likely to consume media whilst at work compared to younger generations, so it’s optimal to deliver ads outside of work hours 
  • 32% of Australians are using smart TVs on a daily basis; this emphasises the importance of connected TV as a channel to reach consumers and should be an integral part of the channel mix 
  • Online reviews and friend recommendations are the two highest influencing factors to purchase behaviours. Therefore, it’s crucial to provide the best possible customer experiences and promote the process of online reviews. This will ensure customers are spreading positive feedback 
  • Gen X and Baby Boomers are more influenced by TV ads than they are ads delivered via social media, again emphasising the importance of including connected TV in your channel mix
  • Engaging with influencers should be done for brand awareness purposes only as this medium has a low impact on purchase decisions.

The report also covers:

  • What social media & messaging apps the different generations commonly use
  • Most commonly used devices
  • Time of day usage device
  • Daily online activity by generation 

Website: Pureprofile

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