Young people will share more data in exchange for better experiences

In new YouGov research commissioned by Epiphany the search specialist it show that the younger consumers are more willing to share personal data with brands but only if the customer experience is of a high standard.

Epiphany commissioned a survey from leading market research firm YouGov to explore consumer motivations when researching and making purchases. 2,029 adults responded to the survey online and the results.

Download the full report here

The path to purchase is becoming ever more complex, with people using multiple devices and moving across channels. There’s a tendency to think ‘device-first’ or ‘channel-first’ when developing an online marketing strategy, but marketers really need to think ‘audience-first’.

Different audiences behave in very different ways so if you want to really target your audience, it’s crucial to understand their online behaviour.

• Social media is a key research channel for younger consumers:
A quarter of younger consumers aged 18-24 use social media to research purchases. This changes for those over 55; 63 per cent of this age category said they don’t use any social media platforms at all for pre-purchase research.

• Video – especially YouTube – plays a big part in the path to purchase:
Almost a third (28 per cent) of those aged 25-34 use YouTube for detailed research ahead of buying, making it a great option for brands to engage customers with useful, educational or entertaining content.

• People purchase on smartphones:
Some 36 per cent of the overall population use their mobile phone to make purchases, but that figure jumps to 60 per cent for those aged 25-34.

• Facebook advertising is more effective than any other social media channel:
Almost a fifth (19 per cent) of those surveyed had clicked on a Facebook ad between June and September 2016. This figure jumps to 35 per cent for those aged 18-24 – and 10 per cent of this age group has also made a purchase after clicking on a Facebook advert.

• Local online advertising is a powerful influence on driving in-store traffic:
Almost a quarter (24 per cent) of those surveyed said that they would be more likely to visit their local store at some point if they saw an online advert for that brand.

• By taking a holistic view of your customers, you can determine which channels are the most effective while creating targeted communications that develop deep relationships with them.

This means more useful data on purchase patterns and behaviours, creating a virtuous circle of activity – and, above all, an engaged, satisfied audience.

Download the full report and findings with our analysis here.