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Some 64% of Millennials say they feel at least as much brand loyalty to their favorite brands as their parents do to their own favorite brands, according to a recent report from Adroit Digital.

The survey of 2,000 US Millennials (defined as consumers age 18-33) found that 40% of them say they feel the same level of loyalty as their parents, and 24% say they feel more.

Just under one-third (31%) say they feel less brand loyalty than their parents, and 5% say they feel none at all.

Below, additional key findings from the report.

Earning Loyalty

  • Despite most Millennials' having affinity identical to or surpassing that of their parents, 77% of them say they use a different set of criteria in selecting brands to which they'll be loyal.
  • 78% say brands have to work harder to earn their brand loyalty than they did to earn their parents' loyalty.
  • 52% say to remain relevant brands need to listen to consumers and be willing to change based on their feedback.
  • 38% say brands need to become more about the consumer and less about the brand. Millennial women feel more strongly about this than men (45% vs. 33%).
  • Women are also more concerned about eco-friendly products (40% vs. 28%), and fair business practices (37% vs. 28%).

How to Reach Millennials

  • Asked which advertising mediums have the most influence over how they view brand value, 70% of respondents cite TV and 60% cite social media.
  • Social media is especially powerful with Millennial women (66% say it is influential, compared with 55% of men who say so).

Choosing New Brands

  • Regarding what influences their decision to try a new brand, 62% of respondents say value or price is a key factor.
  • Recommendations from friends (55%) and brand reputation (47%) are also important criteria.

About the research: The report was based on data from a survey of 2,000 US consumers who self-identified as being between 18-33 years of age and who own both a smartphone and a personal computer. The survey was fielded January 21-27, 2014.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji