1

Telefónica Global Millennial Survey:

Section 2_Culture Counts

telefonica.com/millennials

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Methodology

Region /Country Sample size MOE

US United States 1,000 ± 3.1

Western Europe

Spain 500 ± 4.4

UK 501 ± 4.4

Germany 500 ± 4.4

Latin America

Mexico 501 ± 4.4

Brazil 500 ± 4.4

Argentina 500 ± 4.4

Chile 500 ± 4.4

Peru 300 ± 5.7

Venezuela 250 ± 6.2

Colombia 300 ± 5.7

Ecuador 300 ± 5.7

Uruguay 300 ± 5.7

Panama 150 ± 8.0

Costa Rica 150 ± 8.0

Nicaragua 150 ± 8.0

Guatemala 150 ± 8.0

El Salvador 150 ± 8.0

TOTAL 6,702 ± 1.2

Telefónica commissioned 6,702 quantitative interviews among Millennials, aged 18-30, across 18 countries in three regions. Penn Schoen Berland conducted research from 23 June – 4 August 2014 via online survey and central recruit to online survey. Country sample sizes are weighted to gender, age, and the percent of the population in each country with access to the internet. The US Hispanic and US Non-Hispanic populations are weighted to census.

Please note, questions in which answer choices are mutually exclusive and all answer choices are displayed, percentages may not add up to exactly 100% due to rounding. All of the results, unless otherwise indicated, are shown in percentages. In some instances, select answers are shown. Exact sample composition is not identical wave over wave and demographics can vary. Trend may be somewhat affected by these variations.

RegionSample

size MOE

United States 1,000 ± 3.1

Region Sample size

MOE

Latin America 4,201 ± 1.5

RegionSample

size MOE

Western Europe 1,501 ± 2.5

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The top influence is family - others vary regionally: in US and Western Europe, Friends and Media are stronger, while in Latin America Religion and Education are more influential

Family Friends School/Education Technology Religion Economy Media Sports Government

75

54

47

35

25 24

1511

7

77

6257

27

9

16 18 19

8

79

42

59

31 3024

8

15

7

United States Western Europe Latin America

Most Influential in Shaping Outlook on Life

*Select answers shown

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US and European Millennials place a greater emphasis on personal goals, while Latin America is more focused on professional growth

Getting married

Having children

Started your own business

14

11

8

11

14

6

5

6

26

Latin America Western Europe United States

United States

Western Europe

Latin America

Personal

Allows its employees a good work/life balance

49 47 32

Pays a lot of money 41 30 27

Offers a fun workplace environment

22 32 19

Professional

Offers ample opportunities for training and development

20 30 39

Allows employees to take on new professional challenges

13 15 24

Priority Personal Accomplishments to Achieve by 2024

Most Important Workplace Qualities

*Select answers shown

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Next generation leadership more likely to come from the US and Latin America

For the second year, we have identified a key subgroup in the Millennial generation. Instead of traditional metrics like socioeconomic status, Millennial Leaders are defined by technology and opportunity.

Who Are The Millennial Leaders? Millennials Who…

Strongly Agree “I am on the cutting-edge of technology”

Believe “I can make a local difference”

Strongly/Somewhat Agree “I have opportunities in my country to become an entrepreneur or develop and bring an idea to market”

% Millennial Leaders

Series1

2211 19

United States Western Europe

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Millennial Leaders: Where are they in the world?

TOP 10

COUNTRY % MILLENNIAL LEADERS

Panama 38

Peru 33

Ecuador 27

Nicaragua 24

Colombia 24

Guatemala 23

United States 22

Mexico 20

Costa Rica 18

Chile 18

BOTTOM 8

COUNTRY % MILLENNIAL LEADERS

Brazil 17

Venezuela 14

Argentina 13

United Kingdom 13

El Salvador 12

Germany 11

Uruguay 10

Spain 8