Millennials around the Globe
by Donald A. DePalma, Rebecca Ray
September 30, 2015
September 30, 2015

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The generation born between 1980 and 2000 has captured the attention of marketers, economists, and sociologists around the world. This report analyzes the online language behaviors and preferences of Millennial consumers in 10 non-Anglophone countries. Our goal in conducting this research was to determine whether this group behaves any differently than their older counterparts when they encounter non-localized products and websites. To accomplish this, we compared Millennials to the three generations that preceded them, thus providing marketers with detailed data on age-based behaviors and preferences.

What we found will help companies determine when they should add a generational component to their global marketing strategy. The findings and analysis will be useful to international marketers, content strategists, and website owners.

This report contains six sections with a focus on Millennial behaviors and preferences — but with data about three earlier generations that you can use in your marketing and content strategies: 

  • A description of the survey demographics: 3,002 respondents, 10 countries, four generations (Millennials, Generation X, Mid-Century, and Mature); attributes of each generation; and survey methodology
  • A discussion of the attraction of English among our respondents: data and analysis by generation about visits to English-language sites, the time spent versus how long they stay at sites in their own language, purchasing behaviors, what they buy, and their likelihood of buying 19 categories of goods and services online
  • A review of the global customer experience as it relates to language: data and analysis by generation about the entire online customer journey, including language preferences, expectations, and outcomes
  • Alternatives to full localization: data and analysis by generation about preferences for complete localization and their use of machine translation
  • Localization issues beyond language: data and analysis by generation about non-language issues faced by our respondents, including site visits and shopping cart problems
  • Recommendations on how to market to Millennials: advice on the best practices for content marketing and social media interactions with this generation — and with their older counterparts 

  • Global Leaders
  • Technology Vendors
Download an extract of this report

Pages: 62

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