The mainstream media is full of assumptions about millennials — basically, people born between the early 1980s and the early 2000s — that are actually not true at all.
Conventional wisdom contends that this age cohort “will never become homeowners” and that “millennials never watch traditional TV.” In fact, these tropes are untrue.
Let’s consider one oft-repeated trope: That millennials have abandoned Facebook in droves. Actually, millennials have not left Facebook, though their social media line-up is broader than that one site.
“When a Buzz Marketing Group survey in October asked millennials to list their daily media activities, 85 percent included “post or read posts on Facebook,” notes an eMarketer story. “When a Fluent survey in August asked millennials to identify their primary social platform, Facebook was tops with the 18-to-24, 25-to-29 and 30-to-34 subgroups, especially the older ones. In an August survey by Cowen and Company, more than eight in 10 millennial Facebookers reported using it daily.”
Facebook’s appeal among millennials? The site, it appears, serves a multiple purposes for them.
“When the Buzz Marketing Group survey asked millennials to cite channels from which they get their news, Facebook (cited by 73 percent) ranked just behind TV and well ahead of friends, newspapers, and other sources,” according to eMarketer. “In an Influenster survey in June among female social users, Facebook topped the list of social sites through which respondents planned to stay updated about the Summer Olympics. And then there’s video: In a UBS Evidence Lab survey in June, a bit over half of Facebook-using millennials cited it as a platform where they view video daily.”
Then there’s the assumption that strikes fear in the hearts of email marketers: that millennials ignore the mail. That’s not true, either.
“An October survey by Fluent asked 18- to 29-year-olds to say how often they find the marketing emails they receive ‘to be useful’,” eMarketer reports. “Twelve percent said ‘always’ (!) and 13 percent said ‘frequently,’ while a more grudging 30 percent said ‘sometimes.’ As for the frequency with which they open marketing emails, 18 percent said they do so always, 12 percent frequently and 26 percent sometimes.”
That data is backed up by an Adestra survey in February which revealed that a fair number of millennials even do marketers a favor by sharing such emails.
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