what they were looking for in ASDA. It
uncovered what some might find surprising—that our members overwhelmingly
prefer print vs. digital communications.
Most people think the younger generation wants everything electronically. They
shop, interact and engage with their
peers electronically and therefore the
assumption is that they want to receive
their communications electronically. Not
so with ASDA members.
In fact, when it comes to reading
digitally, our survey showed that members
were reading less digitally now than they
were six months ago—and the trend is
continuing. It’s a misconception that Millennials are reading more online. In fact,
they’ve told us the plethora of information out there is overwhelming, hence the
return to print.
Schrager: I rarely see the much-dis-cussed negative aspects of these stereotypes associated with our young professionals. More often than not, our YPs
are very engaged and responsive—taking
control of their own committees, being
the first to respond to things, bringing interesting, innovative ideas to the table—
the list goes on.
Another myth is that they are just
looking for a party, when in fact they
want educational programming. The majority of our YP events begin in the late
afternoon with cocktails, but is quickly
followed by anything from a structured
presentation, a keynote speaker, or a very
popular format like round-robin stations
manned by subject matter experts where
small groups navigate the room speed-dating style.
FORUM: Tactically, have you
done anything new to engage
Bauer: Video is surging. Our survey
showed that members prefer video over
all other formats for getting information. We asked what social network they
visited the most; while 79 percent access
Facebook daily, You Tube was the most
frequently visited site on a weekly and
monthly basis, with other social networks
like Instagram following way behind with
Our video metrics confirm the survey.
In the first 18 weeks of 2014, the number of minutes watched on our You Tube
channel exceeded all minutes for 2013.
ASDA members overwhelmingly prefer print
vs. digital communications…they’ve told us the
plethora of information out there is overwhelming, hence the return to print. Most people think
the younger generation wants everything electronically. They shop, interact and engage with
their peers electronically and therefore the assumption is that they want to receive their communications electronically. It’s a misconception
that Millennials are reading more online.