Preparing for your Future Customers

Preparing for your future customers

Copyright © 2017 Jacada, Inc. All rights reserved. Jacada Digital Solutions are protected by US patents: #9,008,288 and #8,995,646.
Jacada surveyed millennials (defined as those
being born between 1981 and 2004) and asked
them some interesting questions. The results may
surprise you.
About this survey

• Notes:
• Respondents overwhelmingly skewed towards
Female
Survey Demographics
Gender

• Millennials place
greater
emphasis on the
pursuit of
happiness and
experiences
than they do
over the pursuit
of wealth or
careers.
Which of the following do you view as the most
important goal?
Gender

• Tying into the
previous graph,
we see low value
or emphasis
placed on their
job.
• Family and
relationships
easily wins. We’ll
examine real-
life versus
online
My most precious commodity in my life is:
Gender

• We often
mistakenly
assume
millennials to be
absorbed in
their digital
experiences.
• However almost
70% value their
real friends as
the most
important
The most important relationships are:
Gender

• Phone and
computers are
more important
than cars.
• Surprisingly low
value placed on
social media
accounts.
The one thing I couldn’t live without is:
Gender

• Contrary to
perception of
millennials
being job-
hoppers, they
are entering the
workforce with
an expectation
of staying in the
same job as
long as possible.
In regards my current or future employment, I think it’s important
to, or I expect to, change jobs:
Gender

• Millennials are
not price-
sensitive.
• Overwhelmingly
they place value
on their time.
• Corporate
responsibility is
more important
than price
What characteristics of a company do you admire
most?
Gender

• Somewhat
surprisingly
millennials are
still expecting
the majority of
their purchases
to occur in a
store.
• While mobile
devices are used
for consuming
media, it ranks
Where will most of your product purchases occur over the
next year?
Gender

• Friends and
family remain
the best source
of advice, social
media the least
valuable.
However Social
media is an
effective
advertising
Where do you see advice on things that you are considering
purchasing?
Ranked in order of importance

• Social media by
far dominating
in terms of
advertising
effectiveness
• No surprise at
the low ranking
of radio and
print ads.
Where (what medium) did you find the last advertisement
that you actually responded to?
Gender

• Interestingly
that millennials
don’t rank social
media high
when
considering
product
purchases (see
infra) but they
do utilize social
media as a
source of news.
What is your greatest source for news and global events?
Gender

• Television isn’t
dead yet.
How often do you watch local news on TV?
Gender

• 69.3% glance at
their
smartphone at
least every half
hour.
• 28.2% glance at
it every 5-10
minutes!
How often do you glance at your smartphone?
Gender

• Clearly
smartphones are
NOT meant for
talking!
What is the most popular activity on your smartphone?
Gender

• Again we see
the value of in-
person
relationships.
• Very little
interest in using
video chat.
If you were making an important decision in life and needed
some advice, your preference would be:
Gender

• The preference
for Google
Search implies
the desire to
self-service.
• Interestingly the
voice channel
still ranked
high.
If you needed help with a product that you purchased, how
would you prefer to seek assistance?
Gender

• Again we see
less
consideration
given towards
price
• Online review
sites trump
social media
Which of the following was most helpful while choosing your
latest phone, cable and/or internet provider?
Gender

• Customer
experience and
effort (time)
rank as the top
two reasons for
leaving a service
provider.
What customer service issue would most likely make you
leave a service provider?
Gender

• The human
touch is clearly
still important
• However coming
in at a close
second is an
indifference to
how it’s
resolved, only
that it is
resolved.
How important is it that you speak to a real person when
you need help with a company’s product or service?
Gender

Surveys and polls can be extremely accurate or extremely inaccurate (ask the
2016 Presidential Election pollsters). This millennial survey was conducted in-
house and will not meet the rigors of what would be considered a scientifically
sound survey, including sample selection, sample size and question phrasing.
Nevertheless, we believe the results to be indicative of the opinions
expressed. For those interested, 381 millennials were interviewed via an
online survey tool. They were not compensated for their participation.
Based on an overall estimated population size of 75,000,000 millennials, a
sample size of 381 gives us a confidence level of 95% with a 5% margin of
error, when utilizing a normal distribution to calculate the optimum sample
size.
The science

Preparing for your Future Customers

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