Preference Of Social Media Among Millennials

Abstract

M arketing aims at finding out what consumers want, then planning and developing a product or service that will attract consumers. It also ensures that the right product is available at the right place and at the right price. More often than not, modern marketing – through an aggressive advertising campaign – tries to create a demand for a product. Millennials are the generational demographic cohort following Generation X and proceeding Generation Z. Social media gives powerful insights into their perceptions of the products, services, and brands and allow them to contribute and collaborate in their business in different ways. The success of this strategy depends on the effect of these marketing communications on millennial consumers’ attitude. Young internet users make use of at least one social media. This has prompted the researcher to undertake a study. The sample size was fixed as 300 respondents aged between 18 and 30 years old (Millennials) who are using at least two social media platforms on regular basis. The collected data was analyzed via statistical software known as SPSS version20. It is found that the most preferred social media among the millennialsis WhatsApp followed by YouTube, Facebook, Instagram and Twitter. LinkedIn and Google+ are the least preferred social media among the millennial cohorts