[February 12, 2015] |
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NewsCred Study Reveals 62% of Millennials Feel Online Content Drives Brand Loyalty, With 77% Crediting a Great Product With Determining Brand Affinity
NewsCred,
the world's leading content marketing platform, today announced the
results of its quantitative millennial research study, 'The Millennial
Mind: How Content Drives Brand Loyalty,' revealing that educational,
truthful, and personalized content has a strong influence on US
millennials' brand loyalty and purchase behaviors.
NewsCred's 'Millennial Mind' study surveyed 501 US millennials and was
conducted by MBC Research in October 2014. The results reveal that:
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Nearly two-thirds (62%) of those surveyed feel that online content
drives their loyalty to a brand - yet the content they're receiving is
turning them off by not helping them navigate their everyday problems,
being too long, sales-driven, and not tailoring messaging to
individual cultural interests.
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Only 12% of respondents declared their active dislike for marketing
communications showing that personalized, funny, intelligent, and
helpful content marketing has an open door to drive millennials'
loyalty and purchase decisions.
"Millennials today value quality over quantity when it comes to content
marketing. Our survey data shows that the most important driver of brand
loyalty for millennials is a great product at 77%, followed closely by
brand recognition and trust at 69%. To me, this is an awesome sign for
brands," said Shafqat Islam, CEO and Co-founder, NewsCred. "Millennials
don't want to have to work to find the value in a sea of sales messages.
Brands can earn millennias' trust, loyalty, and share of wallet with
the right content - but they need to invest in being a helpful partner
that respects the characteristics, interests, and qualities that make
each millennial unique."
NewsCred's survey results show that US millennials are especially
receptive to content directly from brands, potentially even more so than
content from their friends. The survey showed that:
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Millennials are most commonly interacting with brands via social media
(49%) or a brand's owned websites (54%).
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Social endorsements, once considered a leading driver in brand
awareness and customer acquisition, were shown to have a smaller
impact than expected in the NewsCred survey. Only 26% of respondents
said they prefer brands their friends use, while 30% shared that they
like branded content their friends share and that it helps them
discover new content.
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The majority of millennials (52%) did cite content's relevancy to
their circle of friends as a motivator in sharing content themselves.
Based on the data, it's clear that millennials look to branded content
to gain knowledge and be entertained:
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Whether seeking out information to solve a particular challenge unique
to themselves or looking to access a short piece of content for a
laugh, purchase decisions are predicated on content being interesting
and educational (35%) as well as authentic and truthful without being
sales-y (31%).
To download the full results of NewsCred's 'Millennial Mind' study,
visit http://newscred.com/theacademy/learn/millennial-mind
About NewsCred
NewsCred is the world's leading content marketing platform. We're
powering marketing technology for the future - helping brands transform
the way they connect with people, build brand love, and win more
customers.
Our cutting-edge technology enables top brands such as Pepsi, P&G, Dell (News - Alert),
General Electric, and AIG to create amazing content experiences with
simplicity, speed, and global scale. We provide brands with a single
platform to streamline the entire marketing process -- from unparalleled
audience insights, content recommendations, and brand compliance, to
social publishing, distribution, and analytics. In one place, brands
gain exclusive access to the world's largest content marketplace,
licensed content from 5,000 leading publishers, original bespoke content
from winning creators, and user-generated content from your brand's
biggest fans.
NewsCred is on a mission to help marketers create content people love,
and prove that great content will drive long-term business growth. Learn
more at newscred.com and follow us on Twitter (News - Alert) @newscred
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20150212005205/en/
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