Nielsen came out with a definitive report that if you are in business, you should take a look at. According to Nielsen, Millennials are often the most stereotyped, yet coveted, group for marketers. The second-largest generation group in the U.S. has now “grown up,” and its consumers have disposable incomes. This provides a plethora of opportunities for advertisers and marketers who are so eager to reach them, as Millennials are highly engaged, using multiple platforms for many hours on a daily basis.

Volume II of Nielsen’s Millennials on Millenials report series offers critical insight into Millennials influence and engagement. The report is unique in that it was produced and researched by a team of Nielsen Millennial associates, utilizing their everyday experiences as they compiled data and insights about the lifestyles of their peers—who are often the first to recognize emerging trends, technologies and cultural phenomena. Nielsen Millennial associates have the unique ability to leverage this data to discover ways to reach their own generation.

Within a fragmented media landscape, the myriad forms of engagement are as varied as the personalities that use them. So what drives Millennial media involvement when it comes to music streaming?

Millennials are active listeners of music streaming services and are 21% more likely to frequently choose songs than to let the music play without making changes. They also access digital music more regularly than consumers 35 and older. While Millennials are active listeners, they’re 18% more likely to use multiple music apps on a monthly basis. In fact, nearly 60% of Millennials use two or more apps for streaming, compared with only 39% of consumers aged 35 and up.

The recent report also sets […]

Some 55% of emails delivered through the first third of this year have been opened on mobile devices, almost double the share from 2012 (29%), reports Return Path. The study, which relied on an analysis of more than 27 billion email opens between May 2016 and April 2017, also reveals that emails opened on mobile devices are more likely to be fully read than those opened on desktops.

In examining emails sent from December 2016 through April 2017, Return Path found that 61% were fully read – meaning that they’re viewed for more than 7 seconds. Notably, 64% of emails on mobile were fully read, compared to 45% on desktops and 61% on webmail.

Moreover, the abandonment rate (classified as the email being open for less than 2 seconds) was twice as large on desktops (30%) than on mobiles (15%) during that same time period.

The data is important as an indicator of engagement on mobile devices, particularly as click-to-open rates on mobiles have generally lagged those on desktops (although the gap has narrowed of late).

It is interesting to see the Return Path results in comparison to a previous study (covering 2015) released by IBM Marketing Cloud, which similarly examined time taken to read emails. The reports were generally aligned in finding that a majority are read for 8 seconds or more, with around one-fifth skimmed for 2-7 seconds and the remainder abandoned or only glanced at.

Meanwhile, brands should be aware that email engagement appears lower during the holiday period: analyzing the month of December only, Return Path found emails less likely to be fully read (54%) and more […]

Mobile device usage has exploded over the last few years, as users gained access to better, easier-to-use smartphones. In turn, digital marketing trends have been heavily influenced by the ubiquity of these devices. Andy Taylor, Associate Director of Research at Merkle, expounding on Merkle’s ‘Q1 Digital Marketing Report’, writing in Mobile Marketing (0714), pointed out the impact of mobile on Google’s paid search and Facebook’s ad spend, as well as the rising importance of local search.