The Rise of Generation Curious: A Millward Brown & Blippar Report

Kantar Millward Brown and Blippar have identified the emerging behaviours and mindsets of ‘Generation Curious’. For marketers, properly understanding this group will empower you to design digital media that resonates with your customers. With this information, you will be able to place yourself in a useful or inspiring role along the customer and shopper journey.

Click here to read the full report.

Curiosity is an innate human impulse. In fact, many argue that our most defining characteristic is that we are primarily motivated by a desire for information. However, while human beings have always been driven by curiosity, how we seek out answers has been transformed by the democratisation of knowledge through the internet and its increasing accessibility.

In our digital and mobile world, how we satisfy curiosity - how we engage with the world, brands, and each other - is changing. Consumers increasingly ignore or block advertising on digital platforms, and yet our interest in acquiring knowledge has not diminished, but grown. Influenced by the ubiquity of smartphones and apps, consumers demonstrating new digital behaviours have emerged. One manifestation, for example, is the rise of showrooming and snackable content which demonstrate an increased desire to research before purchase.

Kantar MillwardBrown and Blippar have conducted a study which identifies this group as ‘Generation Curious’. Within this, four specific archetypes emerge, each seeking out answers in different ways; bridging fast and slow thinking, research, lifestyle and purchase behaviour with a range of motivations:

• Answer Seekers – people looking for quick answers and not much else.
• Focused Shoppers – people who purchase on impulse with highly focused research.
• Explorers – people who become addicted to discovering new and eclectic information.
• Careful Buyers – people who conduct thorough research before making a purchase.
  
  
  

For marketers, understanding these four characters and their associated digital and offline behaviours and mindsets is vital. In the competitive modern landscape across all industries, personalisation is key. Understanding how consumers within each of these groups think and prioritise is necessary to design content that is specifically relevant and place ads where they are appreciated, feeding into growth for the brand.

Click here to read the report in full and learn more about ‘Generation Curious’ and how your brand can meet their needs.

Get in touch with us via info@blippar.com if you would like more info on the report