How Millennials Actually Want Brands to Engage with Them

New research reveals that even though Millennials spend most of their time on social media, those aren’t necessarily the best channels for brands to drive sales.


of Millennials find email to be the channel that feels the most personal


of Millennial Gmail users check the Promotions tab at least once per day

Email is still the most preferred and most personal way consumers of all demographics engage with their favorite brands.

  • 68% of survey respondents across all four demographics (Baby Boomers, Generation X, Millennials, Generation Z) said they prefer to receive brand communications via email.
  • More than half (53%) of all survey respondents say their smartphone is the primary device on which they check email, which increases with younger audiences: 67% of Generation Z and 59% of Millennials.
  • On average, 63.75% of Gmail users still use the Promotions tab today, with Millennials (70%) and Generation Z (73%) being the most active users.
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