In a Pendulum Swing, Millennial Men Take On the Role of Key Consumer Influencers
According to New Engagement Labs Report, Young Men are More Influential than Women their Age or Men of Prior Generations
NEW YORK, NY (September 7, 2017) – While there have been a number of reports highlighting the consumer habits of Millennials over the years, there is an unexpected twist that may stun marketers. According to a new report by Engagement Labs, Millennial men have emerged as key consumer influencers – a role that women have long dominated.
According to the data, Millennial men are 50% more likely to be consumer influencers than Millennial women. Not only are they more likely to be influential, but Engagement Labs’ research reveals that young men between 25 and 39 years old are increasingly recommending beauty, apparel and household products, and not just for the usual male-oriented products and services such as sports or automotive, or in the expected generational categories, such as video games.
Unlike earlier generations, young men put less emphasis on the traditional masculine image and more on grooming, shopping, and personal style. They are 69% more likely than all men to be influencers in the beauty category, as well as 47% more likely to be considered influencers in the retail and apparel category. Not only is this fueling sales of beauty products and apparel targeted at men, but it’s leading to more social talk – both online and offline – about the brands in these categories.
Additionally, Millennial men are more likely to qualify as key influencers than any other age or gender segment. Engagement Labs report finds that 14% of all Millennial men ages 25 to 39 are everyday influencers, a figure that is double that of men aged 40 and older (7%).
“Our report highlights the growing importance of peer-to-peer influence as a key driver of sales for brands,” said Ed Keller, CEO at Engagement Labs. “Brand marketers are increasingly drawn to Millennials as a consumer segment, since they’re at an age when households and brand loyalties are still forming. But they’re also the nation’s largest generation, as well as the most educated, connected, and informed generation, which has established them as one of the most lucrative marketing segments.”
Keller continued, “Historically, many marketers have focused on women as the consumers with the most influence in the consumer marketplace through their knowledge and brand advocacy. Our data clearly illustrates that when it comes to the Millennial generation, the pendulum has shifted toward young men.”
Engagement Labs most influential consumers as defined by the Conversation Catalysts® influencer segmentation services, as those who have large real-world social networks and frequently give advice about dozens of leading products and services.
“While brand marketers tend to invest large sums to obtain celebrity endorsements, or identify key digital media influencers such as YouTube personalities and bloggers, they often overlook the influencers next door,” added Keller. “These are the guys who we meet for a drink after work, say hello to at the local Starbucks or the other stay-at-home dads at the playground. In order to introduce or re-introduce products and services, brand marketers are well advised to put a priority on engaging Millennial Men, given their large social influence.”
The new analysis from Engagement Labs is based on its TotalSocial® data and analytics solution, which empowers marketers to drive ROI and grow their sales by bringing together social media listening insights with face-to-face conversation data into a single performance score. The full report, “The Remarkable Influence of Millennial Men,” is available for download here.
TotalSocial is the world's only data solution that combines social media listening metrics with the measurement of offline conversations into a single dashboard to allow marketers the ability to measure performance, diagnose areas of weakness and opportunity.
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About Engagement Labs
Engagement Labs (TSXV:EL) is the world's first TotalSocial® company, offering intelligent data, analytics and insights for marketers. We are leaders in tracking, measuring and benchmarking the impact of conversations happening around a brand and industry – both online and offline. Consumer conversations are a proven driver of critical business outcomes, including sales. The patent pending TotalSocial data solution provides brands with unique insights and powerful analytics to understand online and offline social impact and drive business results. TotalSocial demonstrates to marketers how their online and offline conversation compare and contrast and helps identify areas of competitive opportunity or significant emerging threats. TotalSocial is an “always-on” proprietary scoring system, based on the most important drivers of brand performance: Volume, Sentiment, Brand Sharing and Influence. TotalSocial was built on the pillars of Engagement Labs’ patented social media measurement tool and the world’s only offline word of mouth tracking system for brands and tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK.
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