Eight in 10 U.S. Millennials (80%) say once they find a company or product they enjoy, they will continue purchasing it, according to Edelman and StrategyOne. Two in three (64%) will share more personal information with these trusted brands. The global report of those living in the U.S., Brazil, Canada, China, Germany, India, Italy, and the UK also finds:
• 86% consult at least three information sources — including search engines, family members, and social networks — before purchasing new technology; 31% consult at least seven.
• 74% have talked to a friend about a favorite brand in the prior week; 54% discussed a product they didn’t like.
• 76% believe friends and family members highly value their opinions on potential purchases.
• 20% have attended a brand-sponsored event in the last 30 days; of those 65% purchased a product featured at the event.
• 25% have joined at least seven brand-sponsored online communities.
• 57% would volunteer to try a new product from a trusted brand and post a review online.
• 47% write about positive experiences with brands online; 39% post negative experiences. [Brands]
Sources: Edelman, Alex Abraham, Consumer Marketing 200 E. Randolph St., 63rd Fl., Chicago, IL 60601; 312-240-3000; alex.abraham@edelman.com; www.edelman.com.
StrategyOne, Chuck Brinker, Primary Market Research, 200 E. Randolph St., 62nd Fl., Chicago, IL 60601; 312-240-2794; chuck.brinker@strategyone.com; www.strategyone.com.
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