Study: Millennial men have growing social influence in beauty and retail


  • Millennial men are now recommending beauty, retail and household products more than other generations and millennial women. A study by social analytics and technology company Engagement Labs made available to Mobile Marketer found that this group is 69% more likely than all men to be influencers in the beauty category and 47% more likely to be influencers in the retail and apparel category.
  • This group has approximately 11.7 brand-related conversations a day, compared to 6.5 for men ages 40-69 and 9.9 for millennial women. About 29% of the cohort's brand conversations refer to digital media or advertising, whereas that number is 21% for their female counterparts.
  • Millennial men aren't limited to providing recommendations to traditionally male-oriented products and services like sports or cars, or in the expected generational categories like video games, the study found. They're 97% more likely than older men to talk about kids' products — the top brand they mention is the kids' clothing chain the Children's Place.

Read the full Mobile Marketer article, here.

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