Click here to close now.




















Welcome!

News Feed Item

The oversharing generation: 60% of Millennials willing to share personal info with brands

CHICAGO, March 7, 2014 /PRNewswire/ -- With consumer privacy at the forefront of the nation's collective consciousness given the recent Target data breach and ongoing NSA spying scandal, new Mintel research finds that while consumers are becoming increasingly protective of their personal information, Millennials are much more prone to oversharing relative to their Baby Boomer parents. According to Mintel, 60% of Millennials would be willing to provide details about their personal preferences and habits to marketers, whereas Baby Boomers are much more protective of their personal information.

Mintel.

Interestingly enough, even for the most private of information, at least 30% of Millennials who claimed they would not provide it said they would do so after receiving an incentive offer (ie, a $10-off coupon toward their next purchase), whereas for Baby Boomers only 13% could be swayed by these same type of incentives.

Delving deeper into this generation gap, Mintel finds that for more tech-skewing information such as cell numbers and social media profiles, Millennials are much more likely to share this with companies than Baby Boomers (30% vs 14% and 27% vs 10%, respectively). Yet for something a little more old-fashioned, like a mailing address, the trend is reversed, with 40% of Boomers offering up this info compared to 38% of Millennials. Credit scores are the most private information across the board, with only 17% of Millennials and 8% of Baby Boomers willing to provide that information.  

"What this shows is that the younger generation, who grew up in the Information Age, is clearly more comfortable with sharing those types of personal information and are far less skeptical than their parents," says Fiona O'Donnell, category manager, retail, multicultural, lifestyles and leisure. "Millennials are predisposed to share their personal habits and contact information with marketers, but they do so only when the perceived benefits outweigh the risks. Given that their generation accounts for nearly a quarter of the population, the implications for businesses are tremendous, because as Millennials go, so goes the US economy."

Indeed, although they have less discretionary income than some of their older peers, 42% of Millennials say that buying something that makes them feel good about themselves is very important, which is significantly higher than any other generation. This number jumps to 52% of Millennial dads, suggesting that there is an opportunity for marketers to take advantage of this desire for personal and sometimes immediate gratification.  

"Millennials may be more apt to share, or even overshare, relative to other age groups, but they are also the most diverse generation, so marketers must know how to take this information and tailor campaigns that will be engaging and meaningful," continues Fiona. "Millennials are content creators and well-known for their desire to be involved. In order to overcome the fragmentation of channels and attention, marketers and program creators need to engage their customers."

In the ever-evolving tech landscape, there are more ways, yet less time for businesses to engage the consumer. For instance, Millennials are 64% more likely than the average adult to simultaneously multi-screen (that is, to use different types of technology—such as watching TV and searching the internet on their mobile device—at the same time). Moreover, about three in 10 Millennials would rather give up broadcast television rather than give up their mobile phone, compared to just 7% of Boomers. Millennials are 87% more likely than the average adult to say this.

"This age group is at a critical lifestage, experiencing major life-influencing events such as graduating from college, getting married, having children, establishing a career, or making their first significant purchases, making them particularly attractive to businesses. For marketers, the key to mining that precious data isn't in the raw data itself, but crafting it into a tailored, meaningful and engaging message for the Millennial consumer," concludes Fiona.  

About Mintel
Mintel is a leading global supplier of consumer, product and media intelligence. For more than 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analysis that directly impacts client success. With offices in Chicago, New York, London, Sydney, Shanghai, Tokyo, India, Malaysia, Singapore and São Paulo, Mintel has forged a unique reputation as a world-renowned business brand. For more information on Mintel, please visit www.mintel.com.

Follow Mintel on Twitter, LinkedIn, or catch up with the latest news, views and information from the team behind Mintel on The Mintel Blog. You can also like Mintel on Facebook.

Logo - http://photos.prnewswire.com/prnh/20140307/CG79328LOGO

SOURCE Mintel

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Public Cloud IaaS started its life in the developer and startup communities and has grown rapidly to a $20B+ industry, but it still pales in comparison to how much is spent worldwide on IT: $3.6 trillion. In fact, there are 8.6 million data centers worldwide, the reality is many small and medium sized business have server closets and colocation footprints filled with servers and storage gear. While on-premise environment virtualization may have peaked at 75%, the Public Cloud has lagged in adop...
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
The time is ripe for high speed resilient software defined storage solutions with unlimited scalability. ISS has been working with the leading open source projects and developed a commercial high performance solution that is able to grow forever without performance limitations. In his session at Cloud Expo, Alex Gorbachev, President of Intelligent Systems Services Inc., shared foundation principles of Ceph architecture, as well as the design to deliver this storage to traditional SAN storage co...
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
MuleSoft has announced the findings of its 2015 Connectivity Benchmark Report on the adoption and business impact of APIs. The findings suggest traditional businesses are quickly evolving into "composable enterprises" built out of hundreds of connected software services, applications and devices. Most are embracing the Internet of Things (IoT) and microservices technologies like Docker. A majority are integrating wearables, like smart watches, and more than half plan to generate revenue with ...
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
The Cloud industry has moved from being more than just being able to provide infrastructure and management services on the Cloud. Enter a new era of Cloud computing where monetization’s services through the Cloud are an essential piece of strategy to feed your organizations bottom-line, your revenue and Profitability. In their session at 16th Cloud Expo, Ermanno Bonifazi, CEO & Founder of Solgenia, and Ian Khan, Global Strategic Positioning & Brand Manager at Solgenia, discussed how to easily o...
In their session at 17th Cloud Expo, Hal Schwartz, CEO of Secure Infrastructure & Services (SIAS), and Chuck Paolillo, CTO of Secure Infrastructure & Services (SIAS), provide a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. In his role as CEO of Secure Infrastructure & Services (SIAS), Hal Schwartz provides leadership and direction for the company.
Rapid innovation, changing business landscapes, and new IT demands force businesses to make changes quickly. The DevOps approach is a way to increase business agility through collaboration, communication, and integration across different teams in the IT organization. In his session at DevOps Summit, Chris Van Tuin, Chief Technologist for the Western US at Red Hat, will discuss: The acceleration of application delivery for the business with DevOps
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, explained the best practices of continuous testing at high scale, which is rele...
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, S...
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
"ProfitBricks was founded in 2010 and we are the painless cloud - and we are also the Infrastructure as a Service 2.0 company," noted Achim Weiss, Chief Executive Officer and Co-Founder of ProfitBricks, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Puppet Labs has announced the next major update to its flagship product: Puppet Enterprise 2015.2. This release includes new features providing DevOps teams with clarity, simplicity and additional management capabilities, including an all-new user interface, an interactive graph for visualizing infrastructure code, a new unified agent and broader infrastructure support.
"Alert Logic is a managed security service provider that basically deploys technologies, but we support those technologies with the people and process behind it," stated Stephen Coty, Chief Security Evangelist at Alert Logic, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.