Masters of Media
How Nudgeables Tune In and Turn On in Today's Media Landscape
The Nudgeables thrive in this multi-channel, “always-on” age. They want tailored marketing that speaks directly to their individuality.
In a trend partly calibrated by the (generally) younger age of the Nudgeables, they are flocking to digital platforms. They are digital nomads, traversing social media landscapes with ease. Globally, influencer engagement increases by +76% among Nudgeables (29.2%) compared to the lowest switchers (16.7%). In Mexico, 47.9% of Nudgeables claim to see influencers on social media at least once a week, +155% compared to the lowest switchers. As such, fostering a sense of community among Nudgeables is essential. Influencer partnerships can be especially effective in their world, where an influencer's nod of approval can work wonders.
They also juggle multiple platforms, using 3.8 social media channels weekly, compared to 3.0 for the lowest switchers.
Nudgeables tend to be culturally open and highly involved consumers, making social media their perfect playground. Instagram, YouTube, TikTok — these platforms are alive with the chatter of Nudgeables. But it’s much more than social media.
Marketers must infiltrate the entire digital landscape — from retail media and search engines to the online buying experience end-to-end.
Despite the well-known broader decline in television viewership, 73.2% of brand-switching Nudgeables in GB still watch television more than once a week. Television remains an important part of the strategy to reach them, but more is needed. This is balanced with online subscriptions. In Britain, a staggering 60.8% of them use online video subscription services like Netflix and Amazon Prime, far outstripping their lowest switchers counterparts.
The real opportunity lies in finding media slots where Nudgeables are hiding. These consumers are increasingly spread across various digital and social platforms, necessitating a more nuanced and targeted approach. Identifying and leveraging these “hidden” media touchpoints will be crucial for effectively reaching and engaging Nudgeables.
