How Millennials Actually Want Brands to Engage with Them

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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.