Millennials Turn Up the Radio
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April 10, 2013
SCHAUMBURG, Ill. — Digital and social media play a big role in the pre-shop behaviors of Millennials, but surprisingly, so does a more traditional medium: radio.
Millennials listen to the radio on their way to work, at friends’ homes and on their way to the store, so radio is a good choice as an activation medium, Alice Sylvester, chief operating officer of the Media Behavior Institute, said yesterday in a session at the Shopper Marketing Summit.
![Alice Sylvester Alice Sylvester](https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt9712f22295830248/66998ee06aa19140fb8fc0f1/Alice.jpg?width=150&auto=webp&quality=80&disable=upscale)
Alice Sylvester. Photo by Brian Morrison Photography
Millennials are eight times more likely than older adults to stream music, she noted.
Hillshire Brands hired Media Behavior to use USA TouchPoints, a national study of five dimensions of shopper daily lives, to better understand how Millennials shop the sausage and cold cut categories.
The study comes at a time when Millennials are increasingly appealing to marketers. By 2020, Millennials over 25 will represent almost 20% of the population, up from 5% in 2010.
Among their food consumption and purchasing habits:
Millennials cook, but value convenience and ease of use;
They’re restaurant-oriented;
Food is a source of amusement and exploration;
Meals are an opportunity to socialize;
They’re less brand loyal and more price sensitive, but willing to pay for relevant benefits.
According to Sylvester, when considering in-store activation strategies, marketers should consider the following:
Compared to older buyers, Millenials are somewhat more likely to notice in-store television (in areas of the store other than the checkout);
They are half as likely to use a Sunday newspaper flyer and almost 30% less likely to use a store flyer;
They are 12% more likely to use coupons downloaded to their phones.