Via Kristina Monllos in Adweek comes a very interesting infographic from Influenster examining millennial women and their holiday buying plans. The infographic is based on a survey that Influenster, which Monllos describes as a "Yelp for products," recently conducted on almost 6,000 of its users. The infographic lays out not only what brands young women are interested in, but also who they are giving presents to and what kinds of gifts they want to give and receive.
The most reveling information in the infographic is the data on what influences millennial women to buy things, which, as it turns out, are the things brands and marketers have the least control over. 84% of respondents said both word of mouth and online reviews are the most influential factor, followed by social media at 75%. Brand websites, which brands can actually do something about, came next, but only at 41%. More traditional avenues, like magazines, TV, catalogs, and news, don't even break 40%, with some sitting under 10%.
The survey also drills down some very specific views millennials women have towards, let's say, the less graceful ways of giving gifts. The number one faux pas is regifting, with 38% of respondents finding it an unacceptable gift giving behavior. (Although that might not be an attitude limited to young women. Nobody likes a regifter.) Additionally, 32% disapprove of unwrapped gifts, and 9% don't like charitable donations made in their name or on their behalf, which is just selfish. 39% are "none of the above," having no qualms about how and what they receive, which is a happy stat to read about.
The whole infographic is pretty fascinating, even breaking down what kind of brands in several buying categories that millennial women are most interested in. Check out the whole thing below.