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For brand to consumer advertising campaigns, how does the percentage of downloads of campaign content tend to change among diffe

Delivered July 12, 2019. Contributor: Stephie B.

Goals

To determine how coversion rates and engagement rates differ among generations like GenZ, Millennials, GenX, and Boomers.

Early Findings

  • 54% of consumers want to see more video content from a brand or business they support.
  •  Millennial consumers show the strongest preference for video content from brands.
  • If video and text are both available on the same page, 72% of people will watch the video to learn about a product or service rather than read the text.
  • Mobile websites that load in 5 seconds or less will end in a viewing session that’s 70% longer than their slower counterparts.
  • Baby Boomers are fans of face-to-face communication. They’d rather talk to a sales representative over the phone than chat with one online.
  • Generation X individuals love to save where they can. Promoting a brand’s sales and coupons is a shoo-in with Generation X.
  • Millennials are most responsive to online shopping opportunities, recommendations from friends and family, and are motivated by shopping ease.

Proposed next steps:

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