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Survey: millenials want an omnichannel brand experience

By Retail Technology | Wednesday July 16 2014

A recent study revealed that 60% of millenials surveyed expect a consistent experience whether online, in-store or on the phone

A recent survey of over 1,800 millenials (aged 18-36) revealed that consumers don't pay heed to where they are or what device they are using when interacting with a brand and expect a consistent experience.

The results, which were released as part of SDL’s final ‘Five Truths for Future Marketers’ report, showed that 58% of millenials polled expect to engage with a company whenever they choose and via whatever channel they select.
According to the data, which was collected between January and April this year, millennials touch their smartphones 43 times per day and 30% admitted they touch more than four devices over the course of 24 hours. 

The importance of trust

The results also showed that millenials were 7 times more likely to give their personal information to a trusted brand. They also showed strong awareness of the type of digital data tracked by companies, with 'purchases' featuring frequently in the responses. It seems 'accepted', but not 'highly accepted', that some types of information will be collected and greater transparency seemed to ease that discomfort.

Personalised communications

An overwhelming majority of respondents said they choose to connect with companies on social media, but expect discounts and freebies in return. In addition, 46% of respondents indicated they were more likely to buy in their own language and 32% said they spoke a non-English language at home in English-speaking countries.

Responses came from a variety of countries, including the US, Germany, Norway, Australia and the UK.

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