Millennials

Millennials are poised to overtake Baby Boomers as the largest segment of the US population in 2019. Millennials are the trend-setting consumers of today and tomorrow, so it makes sense that companies should invest more money into millennial focused research. According to Dalia’s 2018 Sampling Report, 46% of market research project managers say that they need more reach with millennials. But, millennials are a tough group to reach; not only do their values differ greatly from those of previous generations, but they also have very different habits.

For one, because they place such a high premium on mobility and travel, they can be hard to pin down. The homeownership rate for millennials is about 8 percentage points below baby boomers when they were the same age. Besides that, they are less likely to be married or have children, and they prefer to spend their money on traveling, experiences, or technology, rather than on other material things.

In order to reach these young, digital nomads, you have to meet them on their own turf. For example, with millennials spending 90 hours a month in apps, it’s a good idea to incorporate in-app-environments into your targeting strategy. Leveraging mobile is really the key to reaching this target group.

Mothers

Besides millennials, Dalia’s 2018 Market Research report also shows that mothers are a highly sought after target group: 47% of project managers say they need more reach to mothers. Considering the huge impact mothers make on the consumer landscape, it isn’t surprising that they’re so in demand. They are often in charge of household finances, and make most major purchases relevant to their house and their children. Nearly half of mothers in the US are the primary or co breadwinner. Not only are they major consumers, but they also absorb a lot of media; Edison research estimates mothers spend 8 hours and 37 minutes a day consuming media online, on TV, on their phones, etc.

Besides this, mothers are very digitally literate. Internet penetration among US mothers is currently at 96% and social media penetration is at 88%. Mothers are usually accessing the internet or their social media accounts via their smartphones, so having a mobile-optimised strategy is vital.
Mothers have the most free time between 2–4pm (after lunch and before they pick up their kids from school), so strategically deploying surveys around content they enjoy, during these windows of free time, is a great way to boost response rates.

For more information about target groups, check out Dalia’s Full Market Research Sampling Report.