New Research from Quad/Graphics Provides Timely Insights on Marketing to Millennials
2016年3月17日 - 4:01AM
ビジネスワイヤ(英語)
While Millennials Spend More Time Engaging with
Electronic Media, They Pay Attention to – and Value – Print
Media
Quad/Graphics (NYSE: QUAD), a leading global provider of print
and marketing services, today released Millennials: An Emerging
Consumer Powerhouse, a report spotlighting best methods for
marketers, advertisers and media partners to capture the attention
of the connected Millennial market, defined as those born between
1981 and 1997. The report:
- Explores Millennials’ media engagement
preferences and attitudinal behaviors across five key industry
verticals: Grocery, Retail, Restaurant, Automobile and Financial
Services.
- Examines the impact various media
channels have on their behavior and, ultimately, their purchasing
decisions. These channels include, but are not limited to,
catalogs, mobile, direct mail, email, social media, retail inserts
and magazines.
- Reinforces that omnichannel marketing
campaigns should include more than just digital channels.
Traditional channels like print can be used to elevate brand
awareness and drive traffic online.
“By 2020, Millennial spending power will surge to an estimated
$1.4 trillion – just as they are reaching key life milestones such
as getting married, purchasing a home and becoming parents,” said
Joel Quadracci, Chairman, President & CEO of Quad/Graphics. “It
is critical for marketers in these industry segments to capture the
attention and influence of these consumers early on in their buying
journey.”
Key findings from the research are:
- Even though Millennials are the most
digital-savvy generation, surprisingly more than half ignore
digital advertising, and instead pay the greatest attention to
direct mail and print advertising.
- More than half of Millennials read
retail email, more than any other type of email marketing.
- Fewer than 1 in 10 Millennials based a
purchase decision on what’s happening in a social network.
- Nearly half of Millennial mobile users
discovered new brands by following, liking, pinning or tweeting
information on social media.
- Millennials are cost-conscious
multichannel consumers who actively shop from catalogs and retail
inserts using print and mobile coupons.
- Nearly half of Millennials made a
purchase because of something they read about in a magazine.
“Millennials are a connected, media-astute generation who are
completely in control of when and how they engage with content
across an ever-growing number of media channels,” Quadracci said.
“This has created a crisis of measurement for marketers who are
challenged to optimize their marketing spend across channels to
break through the clutter, engage with the end user, and increase
response and loyalty. Our report shows that Millennials engage with
different channels for different reasons with all of them
contributing value on the path to purchase. Further, our research
supports that brands perform better when using a balanced approach
with online and offline channels.”
The findings in Millennials: An Emerging Consumer
Powerhouse were gathered from Quad/Graphics’ proprietary
Customer Focus® 2015 Research Study, as well as from external
research authorities, including Pew Research, Nielsen and Annalect,
among others. Customer Focus® is a quantitative annual survey of
2,500 adults, a solid representative sample of demographic U.S.
Census estimates. Millennials made up the largest share of the U.S.
workforce as of Q1 2015 and, in 2016, Millennials will surpass Baby
Boomers (those born between 1946 and 1964) in population size for
the first time in history.
For the complete Millennials: An Emerging Consumer
Powerhouse report or more information on Quad/Graphics Consumer
Focus® research, visit
http://www.QG.com/millennials-an-emerging-consumer-powerhouse or
contact Ashley Durkin-Rixey at 202-223-4933 or
adurkin@stantoncomm.com.
About Quad/Graphics
At the forefront of innovation for 45 years,
Quad/Graphics (NYSE: QUAD) is a leading print and marketing
services provider focused on helping brand owners market their
products, services and content more efficiently and effectively
across media channels. With a consultative approach, worldwide
capabilities, leading-edge technology and single-source
simplicity, Quad/Graphics has the resources and knowledge
to help a wide variety of clients in distinct vertical industries,
including but not limited to retail, publishing, healthcare,
insurance and financial. The Company helps its clients perform
better in today’s rapidly changing world through the integration of
print products with complementary services to improve efficiencies,
reduce costs, lift response and increase
revenue. Quad/Graphics provides a diverse range of print
and related products, services and solutions from multiple
locations throughout North America, South
America and Europe, as well as strategic partnerships
in Asia and other parts of the world.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160316006361/en/
Stanton CommunicationsAshley Durkin-Rixey, (202)
223-4933adurkin@stantoncomm.com
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