A broad primer on Millennials, with research supporting five key insights, namely that Millennials…
1. Believe quality is king
2. Expect instant gratifcation
3. Deal in experience economy
4. Are always on, constantly connected
5. Rely heavily on the recommendations of their peers
While originally developed with the hotel industry in mind, most of the research is applicable across industries.
In the summer of 2011, Aimia Inc. commissioned research firm Harris Interactive to conduct a survey of the Millennial consumer segment (ages 19-29 years old) in Canada, the United Kingdom and the United States. The survey focused on Millennial attitudes and behaviors relating to brand loyalty, data privacy, mobile and social media marketing, and rewards program participation
This report aims to present a comprehensive view of customer loyalty expectations among the next great cohort of consumer spending in the US.