Havas study: Millennials want branded content as part of the online experience

Six in ten Millennials say brands play a key role offering them content that they can share on social media.

NEW YORK: Most Millennials consider creative branded content to be an important part of a digital experience, according to a global study released Tuesday by Havas Worldwide.

Fielded by Market Probe International, the Hashtag Nation: Marketing to the Selfie Generation study revealed that brands play a key role offering young people content to share on social media, said 60% of respondents.

According to Havas Worldwide’s most recent Brand Momentum poll, tech brands such as Samsung, Google, YouTube, PayPal, and Facebook are Millennials’ favorites. However, the Hashtag Nation study notes that any company can be considered a tech brand by using digital platforms to provide innovative content to consumers.

The online survey, which reached 10,574 participants ages 16 and older in 29 markets, also found that young people are much more willing to engage brands and welcome them into their lives. About half of young respondents said brands are "essential" to them, compared with 25% of respondents age 55 and older.

More than four in ten (41%) respondents between 16 and 34 years old said brands don’t take them seriously enough.

Another key takeaway for brands is that nearly half (47%) of people ages 16 to 34 would rather spend money on experiences than products. The majority (51%) of young respondents would also prefer to share items rather than own them, and they like when brands involve them through activities such as crowdsourcing and creating videos.

A Havas representative could not be immediately reached for comment on the study.

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