More and more Millennials are expected to be on the move this summer -- and as they search for information related to staycations, beach vacations or travel to the most remote cultural destinations they’ll be turning to digital newspaper sites for travel tips, best pricing and can’t miss experiences.
According to GfK MRI data, 66% of Millennials consider travel to be an important part of their lives. While we are generally discouraged from grouping Millennials as a single entity, there are some unifying threads. For example, it is generally accepted that most of today’s Millennials value immersive, adventurous and authentic cultural experiences. This represents a shift from the days when pub crawls and all-night parties dominated their minds and wallets.
Digital newspaper sites have engaged this generation with innovative social media tools, branded content and timely information that can contextually help brands reach “Millennials on the Move” with impact.
Their audiences are robust. For example, did you know that digital newspaper sites reach nearly 10mm Millennial “Active Adventurers” (2015 GfK MRI Doublebase)? Or that Millennials who recently visited these sites were 59% more likely to visit a national park, 49% more likely to visit cultural/historic sites and 39% more likely to take 3-4 domestic plane trips -- all in the last 12 months (comScore Plan Metrix; NNN Top 25, February 2016)?
Here are a few more “fun facts” illustrating how digital newspaper sites over-deliver Millennials on important metrics (2015 GfK MRI Doublebase; Base: A18-34).
As the consumer journey continues to be dominated by mobile the NNN Top 25 is in step, as Millennial mobile exclusives have grown 53% YOY to 34mm (comScore, Media Metrix Multi-Platform, Feb 2016; A18-34, NNN Top 25). Marketers can reach Millennials with scale, by demo, by geography and interest on digital newspaper sites.
Millennials are devouring the high quality, inspirational content that is unique to the newspaper medium. With an insatiable demand for news and a desire to share experiences, publisher content is being consumed now more than ever before through a wide range of platforms emanating from newspaper websites onto Facebook Instant Articles, Google AMP, Snapchat’s Discover platform and others. While digital content is plentiful, quality, relevant content remains at a premium and Millennials are consuming it here to fuel their next travel adventure.
Image at top courtesy of Corbis. The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage/MyersBizNet management or associated bloggers.
Mary Ellen Holden is the Senior Vice President of Marketing and Research at the Newspaper National Network LP, the designated sales and marketing arm of the newspaper industry.
In partnership with MediaVillage.