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> Resources > Infographics > Psychology of Successfully Marketing to Millennials

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The USA is home to 87.5 million Millennials (ages 18 to 29). In comparison, 83.7 million Americans fall under the “generation X” category (30 to 49-year-olds), whereas the number of baby boomers (aged 50 years and older) is 66.4 million. In the infographic below, the University of Southern California’s Online Master of Science in Applied Psychology program took a closer look at the psychology marketers must leverage in order to successfully market to this growing demographic in America.

Millennial Profile

The American millennial demographic can be divided into five distinct categories based on how it interacts with Internet technology. First, 23% of the millennial population is less engaged online compared to other Millennials earning the tag “digital window shoppers.” Out of these, men are the majority (58%) and women the minority (42%). Up to 26% of the millennial population can be categorized as “digital socialites” because they are highly engaged online. Unlike in the prior category, women dominate accounting for 55% of digital socialites meaning males make up the remaining 45% difference. At the same time, 23% of Millennials are extremely tech savvy and heavily consume streaming content and online video content. Sixty four percent of these web media junkies are male while 36% are female. At least 17% of the least digitally engaged Millennials are likely to be unemployed with men and women accounting for 53% and 47% of the unemployed respectively. Finally, 15% of Millennials are highly engaged. Out of these, 57% are male and 43% are female.

How Different Generations View and Consume Media Content

1. Device ownership

85% of American Millennials own a smartphone, 78% own a PC or a laptop and 50% own a tablet. In comparison, 79% of Generation X own a smartphone, 81% own a PC or laptop, and 57% own a tablet. Finally, 54% of senior Americans own a smartphone, 70% own a PC or laptop and 37% own a tablet.

2. Media consumption

Due to their tech savvy nature, Millennials constitute the smallest group of newspaper and magazine readers. In fact, they account for only 31%, 35%, and 33% of readers who consume magazine content via tablets, PCs/laptops, and smartphones respectively. They also account for 20%, 32%, and 48% of US web users who consume newspaper content via tablets, PCs/laptops, and smartphones respectively. On the other hand, Millennials are only second to the Gen X in terms of number of people who use the Internet. In the US, 35% of Millennials, 38% of Gen X, and 28% of baby boomers are Internet users. In addition, Millennials spend the least amount of time watching TV (2.4 hours) compared to Gen X (2.61 hours) and baby boomers (3.78 hours). Millennials also account for the smallest percentage of radio listeners (31%) when compared to Gen X (35%) and baby boomers (34%).

3. Social media usage

Millennials are heavy social media users. In fact, 89% of American Millennials use social networking sites regularly. In comparison, 82% of Gen X and 49% of senior Americans use social media regularly. With that in mind, 82% of Millennials use social media to interact with brands or retailers, 49% follow their favorite brands or retailers via social media and 38% use social media to discover brands. For the other generations collectively, 65% use social media to interact with brands or retailers whereas 31% use social media to follow their favorite brands and retailers. Only 26% use social media to discover brands.

Spending preferences

Millennials tend to spend their money education, clothing, food, services, socializing, transport, purchasing food away from home, and groceries. Gen X consumers spend most of their income on entertainment, pension, and personal insurance. On their part, baby boomers spend their money on personal care products, healthcare, reading, miscellaneous spending, and services.

Shopping preferences

Up to 53% of Millennials make purchases online. In comparison, only 28% of Gen X and 10% of baby boomers use the Internet to purchase goods and services. While shopping online, 31% of Millennials are likely to use either a PC or a smartphone. In comparison, 23% and 15% of consumers use PCs and smartphones to shop online. Generation X consumers are more likely to use a tablet (18%) while shopping online. On the other hand, 28% of Millennials and 24% of baby boomers use a tablet to shop online. Due to their limited tech knowledge, baby boomers are more likely to use a PC (18%) than a smartphone to shop online. Thirty-one percent of Millennials and 13% of Gen X consumers are likely to use the same devices for online shopping purposes.

Ways Brands Market to Millennials

Warby Parker has capitalized on the money spending habits and preference for social and environmental responsibility to market their products to Millennials. In the US, 77% of Millennials believe the economy plays a role in the way they save and spend money. Furthermore, 87% of Millennials have shown the desire to make purchases that have an environmental or social benefit. The shoe retailer Toms has used marketing strategies that capitalize on the propensity of Millennials to use social media to reach millennial consumers. Presently, 77% of Millennials use social media to engage with brands on CSR issues compared to the US average of 53%. Take note 91% of Millennials prefer brands associated with a good cause compared to the US average of 85%. The ride sharing company Uber has capitalized on the ambivalence of Millennials towards car ownership to grow its business. Only 15% of Millennials believe it is necessary to own a car, whereas a further 25% say it is important but not a priority.

Secrets to Effective Millennial Marketing

While mobile devices are the best channels for reaching Millennials, you should have a multi-platform marketing strategy since many Millennials own multiple devices. For instance, 55% watch video content on multiple devices. Customization should also be part of your marketing strategy because 85% of Millennials are likely to purchase personalized goods/services. Another factor to consider is authenticity since Millennials tend to dislike deceptive advertising. Publishing informational blogs can also help you reach Millennials given one in three Millennials use blogs for research purposes before making purchases.

Conclusion

American Millennials are a key consumer demographic for online marketers, thanks to their tech savviness and ability to consume web-based content. In addition, they are more likely to spend money purchasing goods and services compared to Gen X and baby boomers. Finally, they are more likely to use smartphones and tablets to make online purchases.

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One can imagine a number of ways in which accurate expectations facilitate perception. The prospect of perceiving something with greater accuracy could well be responsible for encouraging an organism to attempt to form accurate expectations about the future. In this sense, temporal expectations are akin to the orienting response -- a behavior that improves perception.

In addition, expectations can be viewed as preparations for appropriate motor behaviors.

As in the case of pitch perception, rhythmic expectations are related to the context. Some contexts are quite general, as when we experience music in simple-duple meter, or compound-triple meter. At the other extreme, we may expect a particular temporal organization because of extensive familiarity with a particular rhythm or musical work. That is, rhythmic expectations may arise through veridical contexts.

It is also possible that listeners form schematic expectations that are culture- or genre-related. Consider, for example, the siciliano -- a leisurely baroque dance form. The siciliano is generally in 6/8 meter, although occasionally it is found in 12/8. In addition to this compound-duple metric framework, there are stereotypic rhythms the occur in this form and that contribute to the stylistic cliché for the siciliano . The most distinctive feature is the dotted-eighth/sixteenth figure that begins the measure, and the quarter-note in the mid-measure position, followed by either an eighth-note or two sixteenths:

Figure 20

Schubert's famous Christmas carol, Stille Nacht ("Silent Night"), exhibits the distinctive sciliano rhythm. Below is a cumulative onset histogram for a sample of bars from various siciliana, showing the relative frequency of occurrence for various points in the 6/8 metric hierarchy.

Figure 21

Once established, listeners readily expect the rhythm. In this case we can see that it is not simply the strict hierarchical metrical frameworks that influence a listener's temporal expectations. In addition to these metric expectations, listeners can also form distinctly rhythmic expectations which can employ non-regular duration patterns. Expectations can be tailored for different rhythms: sambas , tangos , rock back-beats , and so on. Similarly, complex African rhythms can evoke specific temporal expectations for those listeners who are familiar with them. Show Shine Womens Chic Sweet Bows Low Chunky Heel Shoes Blue uD12IMv

Although no one has provided a formal demonstration, it is quite likely that rhythmic expectations are shaped by the same statistical learning of the auditory environment that we've seen for pitch. The reason why periodic pulse and meter are common in music is that these patterns are the easiest patterns for which brains are able to form expectations. In this regard, the metric hierarchy is truly analogous to a scale or scale hierarchy. Metric positions provide convenient "bins" for expected stimuli.

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Mission Possible is a collaborative venture between Mission Hospital, Asheville City Schools, Buncombe County Schools and private schools located in Buncombe County. Mission Possible is designed to ensure student success by providing academic enrichment and career exploration opportunities in a healthcare setting for students entering 11 and 12 grades (rising juniors and seniors). Mission is committed to developing local students to meet the healthcare needs of tomorrow.

By increasing the students’ interest in and preparation for healthcare careers, we are working to more effectively meet future demands for healthcare professionals in our community. Collaborating with our local schools allows us to create partnerships in and out of the classroom to ensure that students are aware of career opportunities right here in western North Carolina.

Click here to view the Mission Possible 2018 Poster .

Mission Possible Objectives

Mission Possible 2018: July 11-27, Weekdays 9 a.m.-3 p.m.

Mission Possible is a cohort of 30 students who are interested in and passionate about pursuing a career in healthcare. The program is hosted on the campus of Mission Hospital in Asheville, North Carolina.

The 2018 cohort will be held 9 a.m. – 3 p.m. beginning Wednesday, July 11, 2018 and ending Friday, July 27, 2018. A morning snack and lunch will be provided daily. In addition, the program covers the cost of scrubs and materials. All students selected for Mission Possible receive a monetary gift upon successful completion of the program.

An informational meeting about the program will be held for selected students and their parents or guardians in advance of the start date. This session will provide an overview of the program, review the curriculum and explain participant expectations.

Mission Possible Curriculum

During the two and half week session, students will discover and explore many types of healthcare professions. The program relies on a combination of different types of learning experiences, with a significant emphasis on interactive, experiential, and participatory activities.

Orientation to Mission Health

Mission Hospital is the flagship hospital of Mission Health, serving 18 counties in western North Carolina. Participants will learn about:

Healthcare Career Exploration and Promotion

Participants will have an opportunity to tour and learn about nearly 50 different clinical and nonclinical areas of the hospital. These may include: Emergency Services, Respiratory, Nursing, Cancer Center, Rehabilitation, Pediatrics, Radiology, Surgical Services and many more. Students will interact with healthcare professionals and hear about career paths and opportunities, educational requirements and special technology for each area. Additional topics will include professional development and interview skills, along with information about scholarships and educational assistance presented by the College Foundation of NC, all designed to help each student begin to plan for and reach their healthcare career goals. In addition, the program will focus on health, wellness and promoting a healthy lifestyle.

Presentation Component

Students will work together in groups to prepare presentations on a relevant healthcare topic (about their learning experiences). At the completion of the program, students will deliver their presentations for parents, school representatives and Mission staff at a graduation ceremony.

Application Process

2019 dates and information will be posted in late fall.

Please review the following information to determine eligibility:

Only rising 11 and 12 grade students from Asheville City High School (Asheville High School and SILSA), Buncombe County School or private schools located in Buncombe County will be considered. Students must be in both good behavioral and academic standing. Each applicant must submit an application via our online submission form, which will be available in December.

Mission Hospital team members will work in conjunction with school representatives to review student transcripts and applications and interview each student. Interviews will begin in April and students will be notified of their acceptance by early May.

Preference for selection will be given to students who:

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