Millennials use a variety of research channels to find the products and services they want to buy. According to GlobalWebIndex’s “Millennials” report, published in late 2016, the group uses search engines most as their tool to research products and services (47%), followed by social networks (36%) and product reviews by consumers (33%). Less popular are going directly to product sites (30%), price comparison sits (27%), mobile apps (26%) and video sites (20%).
The Millennials report explores the attitudes and behaviours of Millennials online around the world. Millennials, have unique characteristics in the way they access the Internet, on which devices, the amount of time on which devices and which content. The report also chronicles the degree to which Millennials around the world are willing to pay for content, and what they are willing to pay for. The report explores how Millennials as an age group lead the trend of ad-blocking usage. Millennials also lead all age groups in multitasking on multiple screens, social networking, messaging app engagement, and buying goods and services online. News Biz Blog will publish a collection of 17 data sets and analysis from the Millennials report, with permission, during the first quarter of 2017. For more information, go to www.globalwebindex.com. For more analysis on global digital media trends, go to World Newsmedia Network, www.wnmn.org, or and WNMN’s blog, www.NewsBizBlog.org