Actually Want Brands to
Engage with Them
New research shows that even though Millennials spend most of their time on social media,
those aren’t necessarily the best channels for brands to drive sales.
Sneak Peek at the Data
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
Of the channels from which you recieve communications
from brands, which feel most personal?
Email is still the most preferred and most personal
way consumers of all demographics engage
with their favorite brands.
68% of survey respondents, in all four demographics, 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.