Word-of-Mouth Proves Highly Influential for Millennial Women

MillennialCentral-W-O-M-Influence-Millennial-Women-June2014In-person word-of-mouth recommendations are a powerful influence on Millennial (born between 1979 and 1993) women without children, details a Millennial Central report [pdf], which finds such recommendations to be the most powerful influence for this group across all purchase categories. Results from the survey of 1,100 American Millennial women without children also indicate that 93% have purchased a product after hearing about it from a family member of friend. That’s a reflection of the trust they put in those recommendations: 89% said they trust recommendations from a friend, peer or family member more than from a brand.

The study results support findings from a Radius Global Market Research released late last year, in which word-of-mouth emerged as one of the top purchase influencers for Millennials across several categories. By comparison, Baby Boomers responding to that survey were more reliant on advertising; indeed, a new MarketingCharts Debrief on advertising to Baby Boomers finds that they are heavily reliant on advertising as a product information source. (See here for more data on how and why to advertise to Baby Boomers.)

Meanwhile, Millennial women’s greatest influence depends on the product category. When making technology purchases, this group tends to rely more on their friends’ advice than on advice from their spouses, significant others, and parents. The same is true for clothing, shoes and personal care items. But when it comes to big purchases, Millennials tend to value their parents’ advice over the advice offered by their spouses, significant others or friends.

Millennial women not only rely on the advice of others, they also act as influencers themselves. Three-quarters say that they frequently advise their parents, making recommendations regarding products they like, while 6 in 10 say they make product recommendations to others to share highly positive or highly negative experiences. Additionally, two-thirds agree that they tell lots of other people when they have a great or awful experience with a new brand/product, vendor, venue or service.

About the Data: Mom Central Consulting recently surveyed 1,100 American women without children who were born between the years of 1979 and 1993 via an email invitation and an online survey. The extensive study was conducted, programmed, and analyzed by Mom Central Consulting’s Consumer Insights Group.