Marketing to Millennials: Social Media, Privacy, and Email Trends

Millennials in the United States are heavy users of Facebook’s platforms, they are less worried about privacy compared with older consumers, and they are still influenced by email campaigns, according to recent research from Fluent.

The report was based on data from a nationwide survey of 1,769 Millennial adults (age 18-34) and 1,191 non-Millennial adults (age 35+). Participants were asked about their device use and how they interact with various digital media channels.

Below, key findings from the report.

Social Networks

Facebook is the top social network among Millennial adults: 43% rank it as the social channel they use most. However, that’s lower than the percentage of non-Millennial adults (63%) who rank Facebook as the social network they use most.

Instagram, owned by Facebook, is the social network that the largest proportion (24%) of younger Millennials (age 18-24) say they use most.

Data Privacy

Older consumers are more worried about data privacy in general than are younger consumers: 51% of non-Millennial adults say they are very concerned about how companies use their personal information versus 37% of Millennials who say so.


More Millennials (26%) than non-Millennials (16%) say promotional emails influence their purchase decisions all of the time or most of the time.

About the research: The report was based on data from a nationwide survey of 1,769 Millennials and 1,191 non-Millennial adults.

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