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Our final post this week concludes our preview of GWI’s new Audience Report on Millennials (get a free summary here) by looking at their attitudes towards brand relationships.

Outside of China, 36% of Millennials want brands to entertain them, making this by far the most important role. However, the global average shown in our chart is impacted by this option’s relative lack of popularity among Chinese Millennials, just 1 in 10 of whom want this from a brand. 

The importance of branded entertainment to Millennials is reflected in the numbers watching branded videos each month – 22% are. And while just 13% of Millennials downloaded a branded app or played a branded game last month, 17-31s are more likely to do this than any other age group.

The same is true for wanting brands to boost one’s personal image; from market to market, Millennials over-index more strongly here than anywhere else.


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