scarborough millennials infographic

7
millennials. A SCARBOROUGH INFOGRAPHIC OMG: Getting Inside the Millennial Mind Local market consumer insights company Scarborough has been providing insights into the elusive Millennial* generation in the 18-29 year old age range in a series of new analyses. Scarborough’s complimentary study uncovers Millennials’ unique media trends while a new Dialog article focuses on finance and spending. In the following attitudinal analysis, Scarborough uncovers the attitudes that motivate the purchasing decisions and lifestyle behaviors of the 20 percent of American adults who are Millennials. By understanding Millennial attitudes—what motivates them and makes them tick—marketers and advertisers can craft a more intuitive marketing mix to appeal to this young audience. TOP LOCAL MARKETS for millennials 27% Bakersfield, CA 24% Fresno, CA 26% El Paso, TX 25% Harlingen, TX 26% Salt Lake City, UT For purchase information about this, or any other consumer topics, please contact: Scarborough Haley Dercher • 646.654.8426 [email protected] 1 [email protected] 2 www.scarborough.com dialog.scarborough.com 1 members of the press, 2 all others Source: Scarborough USA+ Study, Release 1, 2012 — Scarborough/GFK MRI Attitudinal Insights Data. © 2012 Scarborough Research. *“Millenials” are adults age 18-29. Millennials make up 20% of the U.S. adult population. 27% are 18-20 years old 33% are 21-24 years old 40% are 25-29 years old OF ALL MILLENNIALS: Scarborough surveys Millennial adults age 18-29. FOLLOW US ON & 27% of the Bakersfield adult population are millennials, making it the top local market for the millennial generation.

Post on 12-Sep-2014

1.420 views

Category:

Business


1 download

DESCRIPTION

Getting inside the Millennial mind

TRANSCRIPT

Page 1: Scarborough Millennials Infographic

millennials.

A S C A R B O R O U G H I N F O G R A P H I C

OMG: Getting Inside the Millennial MindLocal market consumer insights company Scarborough has been providing insights into the elusive Millennial*

generation in the 18-29 year old age range in a series of new analyses. Scarborough’s complimentary study uncovers

Millennials’ unique media trends while a new Dialog article focuses on finance and spending. In the following attitudinal

analysis, Scarborough uncovers the attitudes that motivate the purchasing decisions and lifestyle behaviors of the 20

percent of American adults who are Millennials. By understanding Millennial attitudes—what motivates them and makes

them tick—marketers and advertisers can craft a more intuitive marketing mix to appeal to this young audience.

TOP LOCAL MARKETSfor millennials

27%Bakersfield, CA

24%Fresno, CA

26%El Paso, TX

25%Harlingen, TX

26%Salt Lake City, UT

For purchase information about this, or any

other consumer topics, please contact:

Scarborough

Haley Dercher • 646.654.8426

[email protected]

[email protected]

www.scarborough.com

dialog.scarborough.com1 members of the press, 2all others

Source: Scarborough USA+ Study, Release 1, 2012 — Scarborough/GFK MRI Attitudinal Insights Data. © 2012 Scarborough Research. *“Millenials” are adults age 18-29.

Millennials make up 20%of the U.S. adult population. �����27%

are 18-20 years old

33%are 21-24 years old

40%are 25-29 years old

OF ALL MILLENNIALS :

Scarborough surveys Millennial adults age 18-29.

FOLLOW US ON &

27% of the Bakersfield adult population are millennials, making it the top local market for the millennial generation.

Page 2: Scarborough Millennials Infographic

Try Me!NEW!

33% of Millennials agree that they’re among the first of

their friends and colleagues to try new technology products.

65% of Millennials agree that they like to compare prices across different sites before purchasing something online.

One out of three Millennials like this.

34% of Millennials agree with this.

34% more likely to agree that going online is one of their favorite things to do with their free time.

Scarborough

[email protected]

John Millennial1 hour ago near a computer

This is seriously one of my favorite things to be doing right now.

Compare prices

John Millennial my dad is getting me a tablet PC for my next bday!11 months ago

11%

11% of Millennials live in a household that plans to buy a tablet PC in the next 12 months.

Jane Millennial ...and my mom is gonna get me a new smartphone!10 months ago

10%

10% of Millennials live in a household that plans to buy a smartphone in the next 12 months.

Page 3: Scarborough Millennials Infographic

Millennials are 41% more likely than all U.S.

adults to agree that they strive to achieve a high

social status.

41% of Millennials are more likely to agree.

John Millennial changed their desired social status to high.3 minutes ago while pondering life goals

���69%

41%

Another Millennial we’re also 47% more likely to agree that we like to live a lifestyle that impresses others.2 minutes ago

���47%

Working Millennial i just want to make it to the top of my profession!1 minute ago

���41%

Salaried Millennial I’m just working primarily for the salary...1 minute ago

���13%

41% of Millennials are more likely to agree.

13% of Millennials are more likely to agree.

69% of Millennials agree they consider themselves to be very sociable.

42,999,685 Millennials like this.

Scarborough

[email protected]

Millennials are 32% more likely to agree that

they’re influenced by what’s hot and what’s not.

36% of Millennials hold a white collar job, while

29% of Millennials hold

a blue collar job.

Millennials are 26% more likely than all U.S. adults to

agree that they consider themselves sophisticated.

���36%

���29%

Page 4: Scarborough Millennials Infographic

59% of Millennials are

“Savers” rather than “Spenders.”

Only 27% of Millennials agree that if they really want something they

will buy it on credit rather than wait.

59%

27%

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Mi

llennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Mille

nnialCar

dMillennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

n

ialCardM

illennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

Ca

rdMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

Card

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Mi

llennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Mille

nnialCar

dMillennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

n

ialCardM

illennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

Ca

rdMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

Card

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Mi

llennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Mille

nnialCar

dMillennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

n

ialCardM

illennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nialCard

Millennial

CardMillen

nial

John Millennial1990

1820 212

4 2529 1

987

1820 212

4 2529 1

987

Jane Millennial thx!! <3 @visa @amex @mastercardthis morning via MillennialGram

���27%

27% of Millennials would agree.

Frugal Millennial i’d rather have something to look forward to.1 minute ago

���73%

73% of Millennials would agree.

Scarborough

[email protected]

49% of Millennials use any Visa card.

25% of Millennials use any MasterCard.

12% of Millennials have used a major department

store credit card in the past 3 months.

8% of Millennials use any American Express card.

Page 5: Scarborough Millennials Infographic

51% of Millennials agree that being able to customize an item makes them more willing to purchase it.

42,999,685 Millennials like this.

47% of Millennials agree that they are

willing to pay more for an environmentally safe

product.

27% of Millennials are more likely to agree.

Jane Millennial we’re more environmentally conscious than most.4 minutes ago while comparing generations

47%

John Millennial do u agree that a company’s environmental record is important in ur purchasing decisions?3 minutes ago

���?

Jane Millennial YEAH, completely!2 minutes ago while self-comparing to all U.S. adults���21%

21% of Millennials are more likely to agree.

���27%

65% of Millennials use energy-efficient lightbulbs.

62% of Millennials recycle glass, plastic, or paper.

30% of Millennials drive less or use

alternative transportation.

Page 6: Scarborough Millennials Infographic

YESONMILLENNIALS

MILL

ENNIAL’S OWN

ALL PROFITS FOR CHARITY

MILLENNIAL’SOWN RECIPE!

37% of Millennials agree that they expect the brands they buy to support

social causes.

46% of Millennials agree that

they’re more likely to buy a brand that they know

supports a charity.

41% more likely than all U.S. adults to agree that when a celebrity designs a product, they’re more likely to buy it.

40% more likely to agree that a celebrity endorsement influences them to consider or buy a product.

Scarborough

[email protected]

67% of Millennials agree that buying American products is important...

...14% less likely than all U.S. adults.

45% of Millennials agree that they’d pay extra for a product that is consistent with the image they want to convey.

30% of Millennials live in a household that contributed to a religious organization in the past 12 months.

12% of Millennials live in a household that contributed to a healthcare or medical organization in the 12 months.

10% of Millennials live in a household that contributed to a social care or welfare organization in the past 12 months.

�����30%

�����12%

�����10%

Page 7: Scarborough Millennials Infographic

Millennials are more likely than any other generation to have diverse ethnic and racial backgrounds.

65% of Millennials agree it is important to continue their family’s cultural traditions.

23% of Millennials are more likely to agree.

John Millennial i’m more connected to my ethnic heritage than my parents!8 minutes ago while perusing Wikipedia

65%

Jane Millennial do u feel really good about seeing celebs in the media who share ur ethnic background?3 minutes ago

���?

John Millennial @jmill yes!2 minutes ago���27%

27% of Millennials are more likely to agree.

���23%

43% of Millennials identify as a race or ethnicity other than white, as compared with 38% of Generation X and 26% of Baby Boomers.

���������

43%MILLENIALS

38%GEN X

26%BOOMERS

For purchase information about this, or any

other consumer topics, please contact:

Scarborough

Haley Dercher • 646.654.8426

[email protected]

[email protected]

www.scarborough.com

dialog.scarborough.com1 members of the press, 2all others