If twenty-somethings are a key demographic for your products, you’ll need smart strategies to grab their attention and secure their participation in your surveys. According to an article on Social Media Week, Millennials reflect $200 billion in annual buying power and yet are possibly the most difficult generation for marketers to understand and a growing one at that: According to Inkling, by 2019, the millennial population is expected to reach 17 million* in the UK.
This group has grown up with the internet, mobile devices and social media and are experts at navigating their way through advertisements, cold calls and incentives. And new working patterns mean you’re more likely to catch them in coffee shops or using mobile devices than stuck in an office or on a home PC. Use these tips to make sure you get the engagement you need.
1. What’s in it for me?
They know how precious their time and input is to you, so unless you’re offering something in return, you might not get the completion ratio you want. Being digital natives, they’ll be happy with discount codes, or digital coupons such as QR Codes that can be traded later. Mobile offers are redeemed ten times more frequently than print so digital vouchers are hot incentives. Millennials also care greatly about the environment and their communities, so offering to donate to a charitable cause could also win you their interest.
2. Say it with SMS
With multiple email accounts, many of which are crammed with direct emails just like yours, email invitations are seriously at risk of being binned unread or ignored. According to the DMA*, 45% of people admit to having ghost email accounts they no longer use, and we’ve found this trend more pronounced in millennials, with a string of email accounts they rarely access. Even if your survey is online, email is not the best method for inviting participants. SMS invitations including a tiny URL link are a great way to get your surveys noticed. Personalise them by piping in their first name in the first five words, and you’ve got the best part of a winning formula for fast responses and high completion rates. Put your incentive in the first ten words to ensure the SMS is compelling enough to open without deleting and use emojis to show you speak the same short and sweet language as them.
3. Short and Sweet
Once you’ve got their attention don’t lose them with a seemingly unending number of wordy questions. Get a millennial to take a short survey, with short questions and the painless experience will raise the likelihood of them taking further short surveys in the future. The key though, is to state how short the survey is, because chances are, they’ll dismiss it at the outset unless they know how many questions you’re about to fire at them. You’re also more likely to gain compliance with back checking interviews if you don’t stretch their attention spans with the initial survey. SMS surveys are particularly suitable for short, time-boxed surveys.
4. Finger friendly response methods
94% of this generation regularly goes online from a smartphone. Since most of your cohort will take your survey on a phone or tablet, make sure the response types are well suited to a one finger reply. Ratings sliders and star ratings are great, picture selections and large radio buttons also work but be wary of using free text fields because one finger typing is not as easy (on a tablet) as either two-thumb typing on a smartphone or keyboard responses on a PC. In fact, the drop off rate is approximately 20% when questions require a free text response so if you need to include them, put them at the end of the questionnaire and if possible, ask for, an audio, video or picture response.