Happy wife, happy life? What about happy kids? Millennials parents recognize the importance of keeping their loved ones satisfied. And parents aren’t the only ones who think family entertainment and time is special.
Family Entertainment Needs Drive Millennial Parent Purchases
Millennials, born between the early 1980s and mid-1990s, are now parents. Therefore, Gen Z and Gen Alpha continue to become a larger proportion of the population. And their influence on millennial spending is expected to increase, especially regarding family entertainment.
Introduction to Millennial Parents and Their Purchasing Behavior
In today's digital age, the influence of younger generations on consumer behavior cannot be underestimated.
YPULSE talks about the influence of children on purchases, such as:
- Video games and consoles
- School items
Another category of spending those children heavily influence is food, such as groceries and snacks. According to YPULSE, about 66% of millennial parents say their kids are picky eaters.
Trends in Family Entertainment Purchases
Gen Zers were born between the mid-1990s and early 2010s. Gen Alpha consumers were born from the mid-2010s and onwards. They are the first generations to grow up in a hyper-connected world.
They have been exposed to technology from an early age and have developed a unique set of preferences and expectations. These generations value experiences sometimes over material possessions and seek out entertainment options that offer excitement, interactivity and personalization.
The impact of Gen Z and Gen Alpha on the family entertainment industry has been significant. Traditional forms of entertainment, like board games and movie nights, are being replaced by experiences that incorporate technology and interactivity.
Therefore, millennials are parenting differently than Gen Xers and boomers. This shift is driven by the preferences of younger generations who are more inclined towards VR, AR and interactive gaming.
In addition, millennials, as parents, are conscious of the impact their choices have on the planet. Some of Gen Z and Gen Alpha have a heightened awareness of environmental issues.
They seek out entertainment options that prioritize sustainable practices, such as eco-friendly theme parks, nature-based activities, and environmentally conscious toys.
Factors that Influence Millennial Parents' Purchasing Decisions
Millennials are seeking out entertainment options that align with their values and offer educational and enriching experiences for their children. This trend is influenced by the increasing emphasis on holistic development and lifelong learning.
They prioritize options that combine fun with learning, such as science-themed museums, interactive exhibits, and educational apps. However, work obligations are a primary barrier for young parents looking for these experiences.
The desire for personalized experiences is another key factor driving millennial spending on family entertainment. Gen Zers and Gen Alpha consumers have grown up in an era of customization and personalization.
They expect the same level of individualization in their entertainment experiences. Consequently, millennials prioritize options that offer customization and personalization, whether it's through interactive gaming, virtual reality experiences, or tailored content.
Strategies for Marketing to Millennial Parents
Your clients can reach millennial parents by leveraging social media and influencers. Gen Z and Gen Alpha are highly active on social media and are influenced by their peers and online personalities. By partnering with popular influencers, businesses can reach their target audience and create buzz around their family entertainment offerings.
Rachel Cagle dives into why audience segmentation in media campaigns matters in a blogpost for SalesFuel. She recommends targeting millennials by using social media, collecting customer feedback and other effective strategies for different generations.
Targeting Millennial Parents through Social Media and Digital Marketing
Kathy Crosett, writing for SalesFuel, touches on how tech savvy parents of younger kids are. Around 21% of parents with younger children report finding mobile apps useful. Tech savvy individuals are also more likely than average to respond to ads heard during an audio podcast.
Approximately 62% of millennial parents report letting their kids select the video content they want to watch. About 38% of parents believe social media influences what they purchase for their kids.
Where to Advertise Family Entertainment for Millennials and Their Families
You can find more information about millennials and favored U.S. family entertainment using proprietary data from AudienceSCAN data from AdMall.
Priscilla Du Preez on Unsplash