by Laurie Sullivan, Staff Writer @lauriesullivan, March 14, 2017

Amazon generated 471.4 million clicks last year, 92% more than the next advertiser in the ranking, reports AdGooroo. Another report suggests that Millennials purchase more clothes on Amazon than any other Web site. This generation may spend most of their money on Amazon, but they turn to YouTube for guidance on making better purchase decisions, according to research.

Who are these Millennials, and what makes them different? Google conducted research with Flamingo and Ipsos Connect to understand what makes Millennial parents different, and what those differences mean for brands.

It turns out that Millennials welcome branded content, especially when they need an answer. Some three in four Millennial parents are open to videos by brands or companies on YouTube when seeking guidance on parenting topics.

About 72% of Millennial parents agree that they use YouTube in parenting to make better purchases for their child.

More dads in this generation actively search for information. In fact, dads seem to watch more parenting-related content than moms. And 86% of Millennial dads turn to YouTube for guidance on parenting topics like preparing a meal, using a product or assembling gear.

Interestingly, 65% of Millennial parents say they watch YouTube as parents to share parts of their own childhood with their child. Many consider their children to be among their best friends — nearly eight in 10 Millennial parents. Some 74% involve their children in household decisions.

And 75% with children continue to pursue their personal passions.

MediaPost.com: Search Marketing Daily

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