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The Digital Language of Millennials

Millennial consumers are bilingual.

When it comes to shopping online, they speak the languages of trust and efficiency. Brands must weave these two ideas together to create a website experience that is candid and efficient enough for Millennials to actually stick around. And when you get it just right, it’s magic for both your brand and your bottom line. Marketing and advertising will get your customer to your digital storefront, but what their experience is from there can make all the difference. Let’s first consider who Millennials are and how they shop within the digital world.

As the first mass group of consumers to grow up alongside digital technology, Millennials have a relationship to the digital world that informs how they shop online. Take the below statistics from a 2016 study*: 

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*Results taken from Unbundling Assumptions About the Millennial Consumer; LexisNexis© Risk Solutions, 2016

In the digital world, shopping online via desktop is still king, but in just the last five years, the categories of smartphone and tablet shopping have skyrocketed.

And they’re showing no signs of stopping. What this means is that your website design needs to be responsive—in other words, it needs to move seamlessly between those top three categories. The more seamless your website is, the more trust is built between your brand and your customer. If your website is responsive and planned with the user experience in mind, that journey will be more efficient, leading to lower bounce rates and more time spent on your site.

It’s also critical to maintain efficiency during signup. Take the telecom industry for example. When shopping for cell service Millennials are willing to spend less time signing up over the phone, or online, than they are in-store.

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*Results taken from Unbundling Assumptions About the Millennial Consumer; LexisNexis© Risk Solutions, 2016

If your digital storefront is difficult or unintuitive for online users to navigate, you only have a small window of time before they leave.

And if the majority of your product is sold online, an inefficient digital storefront can cripple your business. However, even more important than wait time for the signup process is transparency. It’s crucial to build trust by not asking Millennials to give too much personal information when they sign up or purchase something on your website.

In general, Millennials are more willing to provide personal information online than older generations, but keep in mind this group of consumers grew up hearing of faraway princes promising money in exchange for a social security number. According to the 2016 study, while 59% of Millennials said they believe companies need to collect information to verify identities and prevent fraud, less than a third of the same group fully trusts businesses to handle this information and protect them.* So where’s the sweet spot? Millennials are only willing to provide two pieces of personal, sensitive information. Any more and you run the risk of breaking their trust, which often has a bigger impact than taking too much of their time.

digital language 3

*Results taken from Unbundling Assumptions About the Millennial Consumer; LexisNexis© Risk Solutions, 2016

So what languages are you speaking online?

How are you greeting Millennials at your digital storefront? If trust and efficiency aren’t key aspects of your digital marketing plan, then Millennial consumers may not be hearing you. Striking a balance certainly takes fine-tuning. Remember, advertising and marketing can get consumers to your digital storefront, but the consumer’s experience once there is just as important. Do you have a user experience plan for your website? We do.

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