gain a better understanding of how they spent their time, with special emphasis on media
behavior and purchase activity.
Katz results show that Millennials were 64% more likely to take advantage of Memorial Day Weekend sales, lining up at cash registers at a higher rate than any other age group.
Nearly half of all Millennials were influenced by media or word of mouth recommendations to buy a product, shop at a store or dine at a restaurant over the holiday weekend. Among those who were influenced, Radio was cited most often as the catalyst for their purchase decisions, outpacing Word of Mouth, TV, Social Media and Circulars. This insight builds upon a growing body of evidence showing that Millennials, a desirable consumer group, are not only listening, but are also highly receptive to Radio advertising.
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