Understanding Millennial Perception of Website Characteristics

Improving effectiveness of communication with customers is one of the key elements for strengthening organizational competitiveness. One of the basic channels of communication with customers is digital communication via website. Millennials are considered as the second largest generational group after the baby boomers. Due to their size and consumerism mentality this generation is attractive target for many industries, especially for creative industry and digital products. The purpose of this paper is analysis of Millennial perception of various website characteristics: General perception of website, Perception of aesthetic appeal, Perception of navigation convenience, and Perception of content. Research was conducted on a sample of 234 respondents from Southern California. Statistically significant differences in respondents’ perception of website characteristics according to age, gender, and education level were determined. Research findings contribute to the digital marketing and customer behavior literature, as do findings related to differences between various Millennial sub groups. Better understanding of the Millennial perception of website characteristics should benefit businesses globally.