93% Say Tech Teaches Them New Tricks

Millennial women using technology are driven, not distracted: Refinery29 study finds. Millennial women use technology to be more productive in their everyday lives, adopting the latest websites and applications early on and quickly adapting to changing methods of communication, according to research from Refinery29.

New research presented by Refinery29 suggests that while millennial women are using technology at high rates, most feel they are able to improve their lives with these innovations.

‰ÛÏEarly in the findings we realized that it‰Ûªs not just about the device. It‰Ûªs about the content that is connecting the woman through the device," Melissa Goidel, chief revenue officer of Refinery29, said.

"Video websites and mobile apps, especially video tutorials, are popular among women of all ages who want to learn new skills in a variety of areas such as beauty, DIY, gaming and fashion," Kay Sorin wrote in Luxury Daily. "For example, 93% of millennial women agreed with the statement that technology helps them learn new things."

"Social networks are one of the most popular digital innovations used by millennial women, and social websites and apps were ranked first place among women in all age groups. Women use social networks to maintain existing circles and connect with others who share their passions."

"One of the most significant benefits of new technology and mobile applications is the ability to accomplish menial tasks quickly, leaving more time for valued activities," Sorin added. "Women surveyed reported using multitasking apps, online calendars and other innovations to be more efficient with their time."

"Last but not least, women value digital technology for the ease with which it allows them to shop and purchase new items. Mobile apps are becoming increasingly popular with 58% of women ages 18–24 reporting that they prefer to shop on their mobile phones."

"Luxury brands around the world can use this data to better connect with consumers," Sorin advised. "Offering the latest video and social technology is important for a brand to appeal to millennial women who are looking to improve their lives and they way that they shop." Michael Kors is already taking advantage of this tactic by using Snapchat.

"To meet the expectations of consumers, marketers must be consistent across channels and work to blend content with commerce to create concise engagement." Consumers are split on their willingness to download luxury brand applications, but when dispersed into generations, 72% of millennials are inclined to download a branded app, according to a report from The Luxury Institute.

Luxury brands can use this information to form closer connections with consumers. ‰ÛÏIt is important to create a robust experience in the digital space,‰Û said Neha Gandhi, vice president of editorial strategy at Refinery29. ‰ÛÏThe online and offline experience has to be completely seamless. ‰ÛÏIt is important for brands to treat this person like a friend. It‰Ûªs not just about being familiar, it‰Ûªs about adding value to her life.‰Û

Video tutorials are super popular with women who want to try new beauty and hair tricks, as well as DIY projects. Get your advertisers excited about this type of marketing by sharing some stats on Video Sharers! AudienceSCAN reports reveal that 46% of adults are active on YouTube and another 22% are connecting on Instagram. Just think about how many are sharing the videos they're watching on these platforms! 41% of Video Sharers will attend music festivals this year, so ask your advertisers to sponsor or cross-​promote some concerts in your area using video! Not surprisingly, Video Sharers are 130% more likely than average to read a blog every day. Marketers need to be visible on social networks ‰ÛÒ 77% of Video Sharers took action after seeing ads on social media! Let them know 19.5% of Video Sharers intend to buy business suits and 23% will purchase cameras/​video cameras.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.