According to a study by GFK, these consumers are better educated, with 84% having completed Matric or some form of tertiary education — as compared to 58% of older generations.

So, what do Millennials really, really want?

Shopping
According to HubSpot's State of Consumer Trends Report, some Millennials still visit retail stores, but they're finding products online more often; 78% prefer e-commerce, making their purchasing decisions via:
  • social media
  • Internet research
  • YouTube ads, and
  • word of mouth.

Close-to-home travel
Millennials want their travel to be meaningful and 49% don't want to travel too far.

They're also experts at combining business with leisure, with 70% having travelled for work in the last six months and 92% happily prepared to extend a business trip for pleasure. Additionally, 63% have travelled while working remotely.

Special experiences
Millennials crave exceptional and personalised experiences that speak directly to their needs, with 65% confirming that experiences are more important than things.

Millennials want to be offered choices — and a lot of them — and desire a sense of control and independence. Making lasting memories is high on their priority list.

Budget-friendliness
Millennial consumers have high expectations from brands. They want products that are high quality, but they are also cost-conscious, and they will compare their options to ensure they're getting the best value for the price they're paying.

Contrary to widespread belief, some studies have found that Millennials are much better at tracking their spending and sticking to a budget than older generations.

Millennial shareholders will also unlock access to more than 60 luxury South African resorts. 

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