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Data pick of the day: Content key for millennial’s purchase journey

While search engines and TV ads remain the most important brand discovery channels for millennials, unlike the Gen Xers or Baby Boomers, new types of media content also play an important role in their purchase journey, GlobalWebIndex found.

Third-party digital content sources differentiate millennials from older generations. Celebrity endorsements, vlogs, and blogger reviews  point towards the potential of influencer marketing among a millennial audience, GWI found. Even though these newer types of media are not the be-all-and-end-all for millennials, but content, especially entertainment content, recurs throughout their purchase journey.