This Is How Marketers See Millennial Males

"Not only are they likely to exhibit loyalty and advocacy for the brands they like, but they also open their wallets," says ComScore representative Justin Roy.

Are you a male between the ages of 18 and 34? According to a recent survey, you're every marketer's dream.

The survey, conducted by CraveOnline media and ComScore, says "these highly sought-after group of men" drive "the highest probable purchase intent." They are big spenders on products they believe in—and can be easily seduced by a good advertising campaign. And the really good news for advertisers? Around one in seven millennials believe that they are influential over their peers. Some key quotes from the release:

  • "Marketers must leverage the fact that millennial influencers are more aware and receptive to online advertising, especially campaigns that are funny, informative, or interactive."
  • "Because they earn more money, they spend 2 to 5 times more on their favorite brands—making them brand advocates."
  • "They are three times more likely to complete a follow-up action versus non-influencers."

And what is the moral of the survey for brands? Be funny, be informative, be interactive. Be meaningful. The message may be in the mobile, it may be in the music. Build a community around a worthy cause that these millennial males believe in. Sponsor events like Coachella, E3, Comic-Con. And probably steer clear of a One Direction endorsement—that is, until either they split (citing creative differences) or they birth that "difficult" fourth album, a conceptual journey that melds the paintings of William Blake with the music of Black Sabbath.

[Image: Flickr user Polycart]

Add New Comment


  • Olga I. Mizrahi

    "can be easily seduced by a good advertising campaign" hmmm.... as long as you consider a good ad campaign that millennials would actually see. Many marketers will see this and immediately dump money in the wrong place.

  • Pinaki Saha

    Another good perspective will be to figure out buying and yielding behavior of Millennials towards small businesses and local neighborhood stores. How do they influence buying behaviors of their peers and elders form these storefronts? What kinds of advertisement, awareness, buzz and stories would drive them to evangelize local businesses?

  • Datix, Inc.

    Addy, do you have any advice for companies in the B2B world and how they can effectively use these tips. I am particularly interested in your mention of using video and music. Is it worth it to target this audience or simply stick to the demographic who will be purchasing your service?