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Marketing to Millennials: Reeling in the Nation’s Largest Demographic


Millennials, now the U.S.’s largest living demographic according to the Pew Research Center, are all grown up and the most influential demographic in the convenience store marketplace. They have the wallet power to prove it and are projected to spend $200 billion this year alone.

And as the first generation armed with digital devices often before they could drive, they’re always connected. As a result, they’re accustomed to a seamless self-service, on-demand retail experience. At the same time, they expect an authentic, personalized customer experience.

We know our audience well. Some fun facts about our Millennial app users:

  • These 18-34-year-olds make up a third of GasBuddy users, or approximately four million of the drivers who are searching for their Perfect Pit Stop™ every month.
  • These GasBuddies have serious potential to spend, earning 11% more than the general public in the same age range.
  • GasBuddy Millennials are also more cost-conscious and like to receive relevant and timely deals and promotions.
  • When they do spend, they are apt to spend on food and beverages. This category outranks all others measured through our third party audience insights, including clothing, household products, sports and more.
  • Millennials who are GasBuddy users are 20% more likely than other Millennials to have an active lifestyle and 100% more likely to identify as being constantly “on-the-go.”

These insights into the Millennial GasBuddy audience are critical for convenience retailers to understand to actively court and retain this growing population. But how can retailers translate these insights into action? Discover three new marketing and customer experience strategies to capture the Millennial customer in our most recent publication, “Marketing to Millennials: How Convenience Store Chains Can Reel in the Nation’s Largest Demographic.”

Also, check out the infographic below for more tips on how to capture Millennial attention, and how to bring their customer experience full circle.

GasBuddy is a company that connects drivers with their Perfect Pit Stop. As the leading source for crowdsourced, real-time fuel prices at more than 150,000 gas station convenience stores in the U.S., Canada and Australia, millions of drivers use the GasBuddy app and website every day to find gas station convenience stores based on fuel prices, location and ratings/reviews. GasBuddy’s first-of-its-kind fuel savings program, Pay with GasBuddy, has saved Americans more than $4.5 million at the pumps since its launch in 2017.