"Many millennials use social networks as a resource when shopping, or simply to express their opinions about brands. But they mostly use social media to socialize—and don’t necessarily want to find brands addressing them there, according to a new eMarketer report, “Millennials and Social Media: Gauging How Facebook and Other Networks Fit in Their Lives.”
Millennials’ social engagement with brands often has a mercenary motive. When Annalect asked respondents why they shared digital content, 36% said they did so “to receive a coupon/discount/promotion.”
For now, what millennials see on social sites is just marginally influential in what they end up buying, at least by their own telling. In July 2014 polling by A.T. Kearney, fewer than one in 10 US millennial internet users said they frequently based purchase decisions on “what’s happening in my social network.” About three in 10 “only occasionally” did so."