Gartner Research

IT Brands Should Target Strongly Opinioned Millennials

Published: 17 February 2015

ID: G00272351

Analyst(s): Annette Jump

Summary

Many top IT brands focus their marketing on "millennials" — young consumers who are more engaged with brands and have strong opinions. Product marketers for less successful brands should also target millennial brand promoters as they can improve a brand's perception by influencing other age groups.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Apple, Facebook, Google, Netflix and Spotify are the IT brands most used by 18- to 34-year-olds, so product marketers for other IT brands must find ways to engage with these "millennials"
  • Millennials have more positive attitudes to IT brands than do other age groups, and are more likely to recommend their favorites, so IT product marketers must draw on, and influence, more of them
  • Millennials in the U.S. are far ahead in their use of music, gaming and video IT brands, and mostly have better opinions of them than those elsewhere, so IT product marketers need to focus on these users

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