01/06/2016

The turning point of web agencies is the Millennials

Speed and immediacy, this is what Millennials are looking for. This generation is grew up in a hyper-connected world of smartphone applications, tablet applications and web apps. Millennials make up a third of the population and today they number 2.5 billion. Insurance companies, asset managers and banks must enter into relationships with these potential customers who, if loyal, will become the best promoters of the brand.

Akamai commissioned the Taylor Nelson Sofres (TNS) institute to conduct research aimed at identifying consumer expectations when approaching e-commerce entitled "Digital transformation, generation Y and the future of financial services" (2015). The study looked at things like device preferences, page load expectations, and reactions to poor web experiences.

The photograph resulting from the report speaks clearly: Millennials are the generation with the most high penetration of smartphones and their expectations are many. When it comes to online shopping the need is of a convenient and functional service becomes fundamental and, in the event of problems with payments, they require immediate resolution with a simple click, without having to go through a call center. They use digital comparison tools when making purchasing decisions, especially when it comes to financial products, such as credit cards, personal loans, insurance policies. Before choosing, they inform themselves through reviews from other users and share their opinions on social media.

Generation Y likes to change and experiment, this propensity leads companies financial institutions having to increase investments to acquire new customers, more of the cost necessary to retain existing ones.

The challenge lies in understanding the potential of this segment of consumers who are used to always being connected and who see the web as a point of reference in purchasing choices.

Web agencies and web marketing agencies know how important an online presence is, not only to attract generation Y. This is why applications for smartphones, tablets and web apps are now a fundamental tool for the success of company business.