Millennials are known as the digital-savvy generation, you might wonder if you’re wasting your time trying to reach millennials with print materials. We’ve done some digging and found out how millennials feel about print.
Millennials are constantly surrounded by digital devices; it starts in the morning checking their phones and possibly their tablets, looking at a computer screen throughout their work day, going home and turning on the TV, playing games, etc. This all leads to something known as monitor fatigue, the brain reaches a point of saturation and when it does, it can no longer take in any more. This is part of the reason why evening shows on television are more active, colourful and musical, people go into spectator mode because they’re burnt out from absorbing information all day. Bearing this in mind, wouldn’t you agree that receiving a pamphlet, or opening a book provides a welcomed break from all the monitor screens?
Since the early days of the internet there have been cyber scams, trojan horse viruses, malware, hackers, and shady e-mail links. Growing up as digital natives in this “stranger danger” atmosphere of the internet with online threats looking to do harm physically, financially, or emotionally, has created a perception of distrust among millennials who more often than not avoid an internet banner in order to avoid a virus and would much rather open mail out of their physical mail boxes than a promotional email. A study by Quad Graphics showed that more than half of millennials ignore digital advertising, and instead pay the greatest attention to direct mail and print advertising. In fact, according to Banner Shack, across all demographics, people avoid clicking on banner ads, with more than 54 percent of people saying they view them as untrustworthy.
It’s not hard to see why millennials regard print as a more trustworthy source of information. If done right print marketing can be an inexpensive way to connect with younger consumers. A well-planned print campaign can run cheaper than boosting online ads, and can be tracked just as easily and efficiently. Unlike digital ads, printed media physically exists, which means your recipient can hold onto it for future consideration. Would you then agree that a printed ad serves as a lasting reminder of your brand longer after first touch, unlike digital ads, which consumers can exit from and forget in seconds?
The popularity of print with younger generations means print will play an important role in the years to come. Print may even breathe new life to your branding and help your company make that illusive connection with Millennials.