Get more info on this report! The 51 million adult members of the Millennial Generation (also known as Gen-Y) have been hit harder than any other age group by the recession. Millennials have the highest unemployment rate of all age groups, while those with jobs are most likely to have been asked at some point during the recession to work fewer hours, switch to part-time employment or agree to have their pay cut. Yet, paradoxically, survey data show that Millennials are less likely than any other age segment to have cut spending during the recession, and they are more optimistic than other American consumers about the future of the American economy. Millennials in the 18- to 24-year-old age group have significant discretionary income, while many 25- to 29-year-olds are beginning high-income careers and are entering the heavy-spending life stage of forming households and creating families. With an aggregate income of nearly $1 trillion, adult Millennials can be expected to play a key role in the recovery of the American economy and consequently offer significant opportunities to marketers of a wide range of consumer goods and services. The report begins with an assessment of trends shaping the adult Millennial market and identifies opportunities available to marketers interested in connecting with Gen-Y consumers. It continues with a forecast of the growth of the buying power of Gen-Y consumers through 2015 and a detailed demographic profile of the Gen-Y population. The next chapters analyze how Gen-Y consumers manage and spend money. Individual chapters provide an in-depth view of the role of technology in the lives of Millennials, an assessment of ongoing changes in the media consumption habits of Gen-Y consumers and an overview of the leisure-time and entertainment patterns of Millennials. The report concludes with an analysis of the attitudes and behavior of Millennial consumers in the areas of fashion, food and automotive. Additional Information Market Insights: A Selection From The Report Diversity a Hallmark of Millennials
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Get more info on this report!
The 51 million adult members of the Millennial Generation (also known as Gen-Y) have been hit harder than any other age group by the recession. Millennials have the highest unemployment rate of all age groups, while those with jobs are most likely to have been asked at some point during the recession to work fewer hours, switch to part-time employment or agree to have their pay cut.
Yet, paradoxically, survey data show that Millennials are less likely than any other age segment to have cut spending during the recession, and they are more optimistic than other American consumers about the future of the American economy. Millennials in the 18- to 24-year-old age group have significant discretionary income, while many 25- to 29-year-olds are beginning high-income careers and are entering the heavy-spending life stage of forming households and creating families. With an aggregate income of nearly $1 trillion, adult Millennials can be expected to play a key role in the recovery of the American economy and consequently offer significant opportunities to marketers of a wide range of consumer goods and services.
The report begins with an assessment of trends shaping the adult Millennial market and identifies opportunities available to marketers interested in connecting with Gen-Y consumers. It continues with a forecast of the growth of the buying power of Gen-Y consumers through 2015 and a detailed demographic profile of the Gen-Y population. The next chapters analyze how Gen-Y consumers manage and spend money. Individual chapters provide an in-depth view of the role of technology in the lives of Millennials, an assessment of ongoing changes in the media consumption habits of Gen-Y consumers and an overview of the leisure-time and entertainment patterns of Millennials. The report concludes with an analysis of the attitudes and behavior of Millennial consumers in the areas of fashion, food and automotive.
Nearly 40% of Gen-Y adults are members of multicultural population groups. Hispanics comprise 18% of the Gen-Y population, while Blacks account for 15% and Asians approximately 4%. The 25- to 29-year-old segment is somewhat more diverse than the 18- to 24-year-old segment. [Table 4-2]
As seen in Table 4-3, the adult Gen-Y population reflects the remarkable difference in the degree of diversity in the age groups above and below 45. Approximately 40% of the population below the age of 45 is made up of Hispanics, blacks, Asians and other multicultural groups, and around 60% is non-Hispanic white. In sharp contrast to this population profile, non-Hispanic whites account for 73% of 45- to 64-year-olds and 80% of those 65 years old and over. [Table 4-3]
Debit Cards Important Part of Gen-Y Lifestyle
Gen-Y consumers in the 25- to 29-year-old age group are more likely than any other age segment to have a debit card. Those in the 18- to 24-year-old age group are more likely than consumers in the 65+ age group to have a debit card. Credit cards, on the other hand, are less likely to be found in the wallets of Gen-Y consumers. Only 31% of 18- to 24-year-olds and 58% of 25- to 29-year-olds have them. [Table 5-3]
Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to Shop in Stores
Consumers in the 18- to 29-year-old age group are more likely to be interested in using their cellphones to shop in stores. Multicultural Gen-Yers are especially interested in the technology that would allow them to use cellphones as a platform to select and purchase merchandise in stores. While 12% of non-Hispanic white 18- to 29-year-olds are interested in using a cellphone to shop, 18% of multicultural Millennials want this option. Black Gen-Yers are particularly interested in using their cellphones in stores. [Figures 6-2 and 6-3]
In the News
Economically Optimistic Gen-Y Adults are Essential to Nation’s Recovery
New York, September 21, 2010 — With an aggregate income approaching $1 trillion, the adults of the Millennial Generation are expected to play an essential role in the recovery of the American economy and consequently offer significant opportunities to marketers of consumer goods and services, according to survey data published in Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults by market research publisher Packaged Facts.
Though hit harder than any other age demographic during the recession due to pay cuts and rampant unemployment, Millennials remain optimistic about the future of the American economy and are less likely to have cut spending despite the downturn.
"The older Gen-X consumers are at a „big-spending‟ stage of life, while Gen-Y consumers offer a bright note in an otherwise dismal spending picture because throughout the recession they have been more willing than older shoppers to spend more in coming months. Additionally, Gen-Y consumers are at a stage in life where most of the income they earn is likely to be spent," says Don Montuori, publisher of Packaged Facts.
Of the 51 million Millennial adults between 18- to 29-years-old, approximately 42 million are employed and have a mean income of nearly $24,000. Packaged Facts expects that the aggregate income of 18- to 29-year-olds will total $1.2 trillion in 2015, for a cumulative growth of 18% during the 2010-2015 forecast period.
Diversity is a hallmark of Millennials, and multicultural Gen-Y adults are gaining in importance. Between 2010 and 2015 all of the growth in the 20- to 29-year-old population will be generated by Hispanic, black and other multicultural population groups, which are expected to increase by nearly 2 million adults. Since there are significant differences between the attitudes and behavior of multicultural Gen-Y consumers and those of their non-Hispanic white counterparts, marketers will need to adjust their strategies to take into account the changing profile of the diverse and tech-savvy Millennial population, counsels the report. For example, report data based on Experian Simmons‟ Winter 2010 National Consumer Study indicate that multicultural Millennials are comparatively much more likely to assign prestige to foreign automobiles and are especially interested in the technology that would allow them to use cellphones as a platform to select and purchase merchandise in stores.
Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults analyzes the consumer attitudes and behavior of 18- to 29-year-olds. Those in this age group form the adult portion of the population group described as the "Millennial Generation" or "Generation Y" or "Gen-Y." The report begins with an assessment of trends shaping the adult Millennial market and identifies opportunities available to marketers interested in connecting with Gen-Y consumers. It continues with a forecast of the growth of the buying power of Gen-Y consumers through 2015 and a detailed demographic profile of the Gen-Y population. The next chapters analyze how Gen-Y consumers manage and spend money.
About Packaged Facts —Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products.
Table of Contents
Chapter 1 Executive Summary Background
Introduction Overview of the Report
Scope and Methodology Scope of the Market Methodology
Trends and Opportunities Adult Millennials Form Unique Consumer Cohort Millennials Ever Hopeful during the Great Recession Multicultural Millennials Gain in Importance Wide Gap between Younger and Older Millennials Marketers Search for Ways to Connect with Millennials Digital Marketing Emphasized but Experiential Marketing Remains Important Creative Content Seen as Key Factor Gen-Y Consumers Expected to Help Lead the Way to Recovery
Market Overview Adult Millennial Population Tops 50 Million but Will Experience Slow Growth Aggregate Income of Adult Millennials Approaches $1 Trillion Older Millennials Have More Buying Power Aggregate Income of Adult Millennials Expected to Reach $1.2 Trillion in 2015
Personal Profile of Millennials Diversity a Hallmark of Millennials Multicultural Segment Will Grow More Influential More than Half of Older Gen-Y Women Have Married Millions of Gen-Y Adults Have Families with Children Recession Drives Many Millennials to Childhood Home More Gen-Y Women on College Campuses Recession Hits Millennials Hardest on Job Front Older Millennials with College Degrees Have Substantial Salaries Religion Less Important to Millennials Millennials Reject Conformity but Seek Approval
How Millennials Manage Money Millennials Question Their Financial Savvy Gen-Y Consumers Less Likely to Have Checking Accounts Online Banking Popular among Older Millennials Debit Cards Important Part of Gen-Y Lifestyle New Car Loans Common among 25- to 29-Year-Olds Older Millennials Pay Bills Online One in Three Older Millennials Has Life Insurance Older Millennials More Likely to Have Automotive and Homeowners Insurance Older Millennials Most Likely to Use Tax Preparation Software
How Millennials Spend Money Millennials Keep Spending during Recession
Older Millennials Want Approval of Others When They Make Purchases Purchasing Patterns of Older Gen-Y Consumers Mirror Those of Gen-Xers Millennials Like Contests and Competitions Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to Shop in Stores Eco-Friendly Consumers Scarcer among Millennials Older Gen-Y Consumers More Likely to Buy Online Many Older Gen-Y Consumers Are Heavy Online Spenders Catalog Shopping Less Common
Millennials and Technology Millennials Define Themselves with Technology Gen-Y Consumers Are Early Adopters Gen-Y Adults Are Heaviest Computer Users Gen-Y Most Likely to Use Cellphones and Laptops to Access Internet Wireless Connectivity a Hallmark of Gen-Y Consumers Millennials Thrive on Social Media Extra Features Common on Gen-Y Cellphones Millennials Less Interested in Basic Calling on Cellphones, More Likely to Text
Millennials and the Media Millennials Migrate from Traditional TV to Online Viewing Internet Important News Source for Millennials Multicultural Media Important in Gen-Y Market Magazines More Interesting than Newspapers for Millennials TV Less Likely to Capture Attention of Younger Millennials Evening Animation and Reality Shows Attract Gen-Y Viewers Younger Millennials Less Involved with Radio Multicultural Millennials More Favorable to Advertising Multicultural Gen-Yers More Receptive to Cellphone Ads
Leisure and Entertainment Choices Gen-Y Consumers Less Likely than Gen-Xers to Own Consumer Electronics Products Households of Gen-Y Consumers Have More TV Sets Older Millennials Favor DVRs Reading Books Remains a Popular Pastime among Millennials Adult Interest in Video Games Peaks between 18 and 24 DVD Special Features Important to Younger Gen-Y Consumers MP3 Players Common More Millennials Download Music Hip Hop Unites Diverse Millennial Segments, but Differences in Music Preferences Persist Gen-Y Moviegoers Key Demographic for Film Industry
Consumer Highlights Younger Gen-Yers Fixated on Fashion Shopping for Clothes Important Activity for Younger Millennials Multicultural Gen-Y Adults Especially Fashion Conscious Use of Personal-Care Products Differs among Millennials
Millennials Like to Try Out New Drinks and Food Products Dieting More Common When People Hit 25 Frozen Dinners Work for Millennials Younger Millennials Buy Cars on Looks Gen-Y Consumers Want Cars that Stand Out New Cars Scarce among Millennials Foreign Cars Have More Prestige for Multicultural Millennials Younger Drivers More Likely to Choose Compact Cars Most Millennials Spent less than $20,000 for Their Car One in Three Gen-Y Adults Plan to Buy New Car
Chapter 2 Trends and Opportunities Market Trends
Adult Millennials Form Unique Consumer Cohort Many Millennials Extend Adolescence and Delay Adulthood Millennials Ever Hopeful during the Great Recession Figure 2-1: Percent Categorized as Anxious Consumers, 18- to 29-Year-Old vs. Other Consumers Figure 2-2: Percent Categorized as Confident Consumers, 18- to 29-Year-Old vs. Other Consumers Multicultural Millennials Gain in Importance Wide Gap between Younger and Older Millennials Marketers Search for Ways to Connect with Millennials Digital Marketing Emphasized Table 2-1: Involvement in Digital Media and Advertising by 18- to 29-Year-Olds Marketers Convert Youth Marketing Techniques to Digital Platforms Creative Content Seen as Key Factor Experiential Marketing Remains Important Approval of Peer Groups Can Seal the Deal for Millennial Shoppers Marketers Can Profit from Acknowledging Millennial Ties with Parents Cause Marketing Works with Gen-Y Millennials Drive Increased Participation in Loyalty Programs
Market Opportunities Gen-Y Consumers Expected to Help Lead the Way to Recovery Gen-Y Shoppers Offer Significant Opportunities to Retailers Table 2-2: Selected Opportunities Related to Shopping Habits of 18- to 29-Year-Olds Gen-Y Affinity for Technology Generates Substantial Opportunities Table 2-3: Selected Opportunities Related to Consumer Electronics Preferences of 18- to 29-Year-Olds Marketers Can Still Use Traditional Media to Reach Gen-Y Consumers Table 2-4: Selected Opportunities Related to Magazine and Cable Channel Preferences of 18- to 29-Year-Olds Millennials Key Segment in Recovery of Auto Industry Table 2-5: Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by 18- to 29-Year-Olds Food Industry Can Tap Into Tastes of Millennials
Table 2-6: Selected Opportunities in Gen-Y Market Related to Food Online and Mobile Services Create Opportunities for Financial Services Table 2-7: Selected Opportunities in Gen-Y Market Related to Financial Services
Chapter 3 Market Overview Size of the Adult Gen-Y Population
Adult Millennial Population Tops 50 Million Table 3-1: Size of Adult Gen-Y Population by Single Year of Age, 2008 Adult Gen-Y Population Will Experience Slow Growth Table 3-2: Projected Growth in the Adult Gen-Y Population by Selected Age Group, 2008 vs. 2015 Table 3-3: Selected Age Groups as Percent of Total Population, 2008, 2010 and 2015
Buying Power of Adult Gen-Y Consumers Aggregate Income of Adult Millennials Approaches $1 Trillion Table 3-4: Aggregate Income of 18- to 29-Year-Olds by Age Group Table 3-5: Aggregate Income by Age Group, 2008 Older Millennials Have More Buying Power Figure 3-1: Aggregate Income, 18- to 24-Year-Olds vs. 25- to 29-Year-Olds Aggregate Income of Adult Millennials Expected to Reach $1.2 Trillion in 2015 Table 3-6: Projected Growth in Aggregate Income of 18- to 29-Year-Olds, 2010-2015 Table 3-7: Projected Growth in Aggregate Income of 18- to 24-Year-Olds, 2010-2015 Table 3-8: Projected Growth in Aggregate Income of 25- to 29-Year-Olds, 2010-2015 Table 3-9: Growth in Aggregate Income of 18- to 29-Year-Olds by Age Group, 2010-2015
Chapter 4 Personal Profile of Millennials Demographic Highlights
Males Predominate in Gen-Y Adult Population Table 4-1: Percent of Males and Females by Selected Age Groups, 2008 Diversity a Hallmark of Millennials Table 4-2: Population of 18- to 29-Year-Olds by Age Group and Race and Hispanic Origin, 2008 Table 4-3: Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2008 Multicultural Segment Will Grow More Influential Table 4-4: Population of 20- to 29-Year-Olds by Age Group and Race and Hispanic Origin, 2010 vs. 2015 Many Millennial Adults Are Foreign-Born Table 4-5: Foreign-Born Gen-Y Adults, 2008 Table 4-6: Number of Gen-Y Adults with Foreign-Born Parents, 2008 Table 4-7: Population by Age and Generation, 2008 More than Half of Older Gen-Y Women Have Married Table 4-8: Marital Status of 18- to 29-Year Olds by Gender, 2008
Millions of Gen-Y Adults Have Families with Children Table 4-9: Family Householders in the 20- to 29-Year-Old Age Group with Children by Age of Children, 2009 Recession Drives Many Millennials to Childhood Home Table 4-10: Percent of 18- to 34-Year-Olds Living in Parents‟ Home by Gender and Age Group, 2000-2009 Table 4-11: Number of 25- to 34-Year-Olds Living in Parents‟ Home by Gender, 2000-2009
Education, Employment and Income More Gen-Y Women on College Campuses Table 4-12: Enrollment Status of 18- to 29-Year-Olds, 2008 Table 4-13: Enrollment Status of 18- to 29-Year-Old Males, 2008 Table 4-14: Enrollment Status of 18- to 29-Year-Old Females, 2008 College Degrees More Common among Gen-Y Women Table 4-15: Educational Attainment of 18- to 29-Year-Olds by Age Group and Gender Wage Gap Closes for Gen-Y Women Table 4-16: Median Usual Weekly Earnings of Full-Time Female Workers as Percent of Men‟s Earnings by Age Group, 2009 Recession Hits Millennials Hardest on Job Front Table 4-17: Unemployment Rate for the Population Age 18 and Over by Age Group, 2009 Older Millennials Begin to Reach Higher Income Levels Table 4-18: Distribution of Income of All 18- to 29-Year-Olds by Age Group and Gender Older Millennials with College Degrees Have Substantial Salaries Table 4-19: Mean Earnings of 18- to 29-Year-Old College Graduates Working on Full-Time, Year-Round Basis by Age Group and Gender
Core Values Millennials Share Many Values with Older Americans Religion Less Important to Millennials Table 4-20: Religious and Social Values, 18- to 29-Year-Olds vs. Other Age Groups Millennials Reject Conformity but Seek Approval Table 4-21: Attitudes toward Conformity, 18- to 29-Year-Olds vs. Other Age Groups Table 4-22: Approval Seeking Scale, 18- to 29-Year-Olds vs. Other Age Groups Younger Millennials Interested in Career and Money Table 4-23: Attitudes toward Work and Money, 18- to 29-Year-Olds vs. Other Age Groups
Chapter 5 How Millennials Manage Money Millennials Question Their Financial Savvy Table 5-1: Attitudes toward Spending and Money Management, 18- to 29-Year-Olds vs. Other Age Groups Gen-Y Consumers Less Likely to Have Checking Accounts Table 5-2: Banking and Investments, 18- to 29-Year-Olds vs. Other Age Groups
Online Banking Popular among Older Millennials Figure 5-1: Percent Using Online Banking Services, 18- to 29-Year-Olds vs. Other Age Groups Mutual Funds Rarely Found among Millennials Figure 5-2: Percent Owning Mutual Funds or Brokerage Accounts, 18- to 29-Year-Olds vs Other Age Groups. Debit Cards Important Part of Gen-Y Lifestyle Table 5-3: Ownership and Use of Debit and Credit Cards, 18- to 29-Year-Olds vs. Other Age Groups New Car Loans Common among 25- to 29-Year-Olds Table 5-4: Type of Loans, 18- to 29-Year-Olds vs. Other Age Groups Older Millennials Pay Bills Online Table 5-5: Paying Bills, 18- to 29-Year-Olds vs. Other Age Groups One in Three Older Millennials Has Life Insurance Table 5-6: Ownership of Insurance, 18- to 29-Year-Olds vs. Other Age Groups Older Millennials More Likely to Have Automotive and Homeowners Insurance Table 5-7: Ownership of Property and Vehicle Insurance, 18- to 29-Year-Olds vs. Other Age Groups Older Millennials Most Likely to Use Tax Preparation Software Table 5-8: Preparing Tax Returns in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups
Chapter 6 How Millennials Spend Money Overview
Millennials Keep Spending during Recession Brand Loyalty Less Intense Table 6-1: Brand Loyalty, 18- to 29-Year-Olds vs. Other Age Groups by Gender Table 6-2: Brand Loyalty Scale, 18- to 29-Year-Olds vs. Other Age Groups Sales Less Likely to Attract Gen-Y Shoppers Table 6-3: Attitudes toward Sales and Bargains, 18- to 29-Year-Olds vs. Other Age Groups by Gender Older Millennials Want Approval of Others When They Make Purchases Figure 6-1: Percent Preferring to “Buy What Their Neighbors Approve Of,” 18- to 29-Year-Olds vs. Other Age Groups
Shopping in Stores Millennials Like to Shop with Their Friends Table 6-4: Shopping as a Social Experience, 18- to 29-Year-Olds vs. Other Age Groups by Gender Gen-Y Consumers Visit Malls and Convenience Stores More Often but Other Retail Venues Less Frequently Table 6-5: Number of Times Shopped in Last Four Weeks by Category, 18- to 29-Year-Olds vs. Other Age Groups More Multicultural Gen-Y Shoppers Visit Malls Table 6-6: Type of Retail Outlet Shopped in Last Four Weeks, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds Purchasing Patterns of Older Gen-Y Consumers Mirror Those of Gen-Xers
Table 6-7: Purchases Made in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups Wal-Mart Attracts Millennials Too Table 6-8: Department/Discount Stores Shopped by 18- to 29-Year-Olds in Last Three Months Cents-Off Coupons Catch Gen-Y‟s Attention Table 6-9: Use of Cents-Off Coupons, 18- to 29-Year-Olds vs. Other Age Groups Millennials Like Contests and Competitions Table 6-10 Response to Incentive Offers from Product Manufacturers by Type of Offer, 18- to 29-Year-Olds vs. Other Consumers Multicultural Millennials Less Alert to Incentive Offers Table 6-11: Receptivity to Incentive Offers, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds In-Store Promotions Less Likely to Reach Gen-Y Shoppers Table 6-12: Receptivity to In-Store Promotions, 18- to 29-Year-Olds vs. Other Consumers Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to Shop in Stores Figure 6-2: Percent Interested in Using Cellphones to Shop in Stores, 18- to 29-Year-Olds vs. Other Consumers Figure 6-3: Percent Interested in Using Cellphones to Shop in Stores, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds Eco-Friendly Consumers Scarcer among Millennials Table 6-13: Attitudes toward Green Consumerism, 18- to 29-Year-Olds vs. Other Consumers
Online and Catalog Shopping Older Gen-Y Consumers More Likely to Buy Online Figure 6-4: Percent Making an Internet Purchase in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups Table 6-14: Online Shopping Activities in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups Online Shopping Less Popular among Multicultural Millennials Figure 6-5: Percent Placing Internet Order in Last 12 Months, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds Many Older Gen-Y Consumers Are Heavy Online Spenders Table 6-15: Amount Spent and Method of Payment Online in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups Table 6-16: Item/Service Ordered Online in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups Catalog Shopping Less Common Figure 6-6: Percent Buying Merchandise from a Catalog in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups
Chapter 7 Millennials and Technology The Role of Technology
Millennials Define Themselves with Technology Millennials Like New Gadgets
Table 7-1: Attitudes toward Consumer Electronics, 18- to 29-Year-Olds vs. Other Age Groups Gen-Y Consumers Are Early Adopters Table 7-2: Consumer Electronics Early Adopter Scale, 18- to 29-Year-Olds vs. Other Age Groups Most Millennials Own a Computer Figure 7-1: Percent Owning a Computer, 18- to 29-Year-Olds vs. Other Age Groups Gen-Y Adults Are Heaviest Computer Users Table 7-3: Number of Hours per Week Using PC at Home, 18- to 29-Year-Olds vs. Other Age Groups
Millennials and the Internet Millennials Deeply Involved with Internet Table 7-4: Impact of the Internet on Lifestyle, 18- to 29-Year-Olds vs. Other Age Groups Table 7-5: Internet Activity Psychographic Scales, 18- to 29-Year-Olds vs. Other Age Groups Table 7-6: Frequency of Internet Use at Home, 18- to 29-Year-Olds vs. Other Age Groups Gen-Y Most Likely to Use Cellphones and Laptops to Access Internet Table 7-7: Device of Internet Access at Home, 18- to 29-Year-Olds vs. Other Age Groups Wireless Connectivity a Hallmark of Gen-Y Consumers Top Online Activities Listed Table 7-8: Online Activities of 18- to 29-Year-Olds in Last 30 Days Millennials Thrive on Social Media Table 7-9: Websites Visited by 18- to 29-Year-Olds in Last Seven Days Figure 7-2: Percent Visiting Facebook in Last Seven Days, 18- to 29-Year-Olds vs. Other Age Groups
Millennials and Their Cellphones Nearly All Millennials Have a Cellphone Table 7-10: Ownership of Cellphones, 18- to 29-Year-Olds vs. Other Age Groups Extra Features Common on Gen-Y Cellphones Table 7-11: Attitudes toward Cellphone Services and Features, 18- to 29-Year-Olds vs. Other Age Groups Table 7-12: Additional Cellphone Services, 18- to 29-Year-Olds vs. Other Age Groups Cellphones Tie Millennials to Their Social World Table 7-13: Cellphones as Social Tool, 18- to 29-Year-Olds vs. Other Age Groups Millennials Less Interested in Basic Calling on Cellphones, More Likely to Text Table 7-14: Using a Cellphone, 18- to 29-Year-Olds vs. Other Age Groups Figure 7-3: Percent Using Cellphone to Text in Past 30 Days, 18- to 29-Year-Olds vs. Other Age Groups Cellphones Are an Information Tool for Millennials
Table 7-15: Cellphones as an Information Tool, 18- to 29-Year-Olds vs. Other Age Groups
Chapter 8 Millennials and the Media Overview
Internet Affects TV and Radio Habits of Millennials Table 8-1: Impact of the Internet on Media Habits, 18- to 29-Year-Olds vs. Other Age Groups Millennials Migrate from Traditional TV to Online Viewing Figure 8-1: Percent Watching Television Programs/Movies Online, 18- to 29-Year-Olds vs. Other Age Groups Table 8-2: Online Media Consumption, 18- to 29-Year-Olds vs. Other Age Groups TV Still Main News Source for Millennials Multicultural Media More Important in Gen-Y Market Table 8-3: Usage of Spanish-Language Media, 18- to 29-Year-Olds vs. Other Age Groups Table 8-4: Usage of Spanish- and English-Language Media by 18- to 29-Year-Old English-Speaking Hispanics
Print Media Newspapers Hold Little Interest for Millennials Table 8-5: Attitudes toward Newspapers, 18- to 29-Year-Olds vs. Other Age Groups Table 8-6: Newspaper Involvement, 18- to 29-Year-Olds vs. Other Age Groups Table 8-7: News Seeking Scale, 18- to 29-Year-Olds vs. Other Age Groups Millennials More Involved with Magazines Table 8-8: Magazine Involvement, 18- to 29-Year-Olds vs. Other Age Groups Table 8-9: Media Involvement, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds Most Popular Magazines Listed Table 8-10: Leading Magazine Choices of 18- to 29-Year-Old Men and Women
Television and Radio TV Less Likely to Capture Attention of Younger Millennials Table 8-11: TV Involvement, 18- to 29-Year-Olds vs. Other Age Groups Table 8-12: Attitudes toward Television, 18- to 29-Year-Olds vs. Other Age Groups Premium Cable Channels More Common in Millennial Households Table 8-13: Access to Cable TV, 18- to 29-Year-Olds vs. Other Age Groups Evening Animation and Reality Shows Attract Gen-Y Viewers Table 8-14: Primetime TV Showtypes Viewed, 18- to 29-Year-Olds vs. Other Age Groups Fox Leads among Millennial Viewers Table 8-15: Primetime Networks Viewed in Last Seven Days, 18- to 29-Year-Olds vs. Other Age Groups MTV Maintains Hold on 18- to 29-Year-Olds Table 8-16: Most Popular Cable Television Channels, 18- to 29-Year-Olds vs. Other Age Groups
Younger Millennials Less Involved with Radio Table 8-17: Attitudes toward Radio, 18- to 29-Year-Olds vs. Other Age Groups Table 8-18: Radio Involvement, 18- to 29-Year-Olds vs. Other Age Groups Top Radio Formats Listed Table 8-19: Most Popular Radio Formats, 18- to 29-Year-Olds vs. Other Age Groups Table 8-20: Most Popular Radio Formats, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds
Receptivity to Advertising Multicultural Millennials More Favorable to Advertising Table 8-21: Attitudes toward Advertising, 18- to 29-Year-Olds vs. Other Age Groups Table 8-22: Attitudes toward Advertising, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds Gen-Y Viewers less Likely than Gen-Xers to Fast Forward to Skip Commercials Table 8-23: Percent Who Fast Forward VCR/DVR to Skip Commercials, 18- to 29-Year-Olds vs. Other Age Groups Millennials Pay More Attention to Online Advertising Table 8-24: Receptivity to Online Advertising by Type of Ad, 18- to 29-Year-Olds vs. Other Age Groups Multicultural Gen-Yers More Receptive to Cellphone Ads Table 8-25: Receptivity to Cellphone Advertising, 18- to 29-Year-Olds vs. Other Age Groups Table 8-26: Receptivity to Cellphone Advertising, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds Product Placement Works with Multicultural Gen-Yers Table 8-27: Attitudes toward Product Placement, 18- to 29-Year-Olds vs. Other Age Groups Table 8-28: Attitudes toward Product Placement, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds
Chapter 9 Leisure and Entertainment Choices Home Entertainment
Gen-Y Consumers Less Likely than Gen-Xers to Own Consumer Electronics Products Table 9-1: Ownership of Consumer Electronics, 18- to 29-Year-Olds vs. Other Age Groups Households of Gen-Y Consumers Have More TV Sets Table 9-2: Ownership of Television Sets, 18- to 29-Year-Olds vs. Other Age Groups Older Millennials Favor DVRs Table 9-3: Ownership of VCRs and DVRs, 18- to 29-Year-Olds vs. Other Age Groups Reading Books Remains a Popular Pastime among Millennials Table 9-4: Purchase of Books (not Ebooks) in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups Adult Interest in Video Games Peaks between 18 and 24
Table 9-5: Attitudes toward Video Games, 18- to 29-Year-Olds vs. Other Age Groups Figure 9-1: Percent Owning or Playing Videogames, 18- to 29-Year-Olds vs. Other Age Groups DVD Special Features Important to Younger Gen-Y Consumers Figure 9-2: Percent of Consumers Who Check Special Features Before Buying DVDs, 18- to 29-Year-Olds vs. Other Age Groups Table 9-6: Movie Genre Purchased on DVD, 18- to 29-Year-Olds vs. Other Age Groups MP3 Players Common Figure 9-3: Percent Owning MP3 Players, 18- to 29-Year-Olds vs. Other Age Groups Table 9-7: Ownership of Audio Equipment, 18- to 29-Year-Olds vs. Other Consumers More Millennials Download Music Figure 9-4: Percent Buying 10 or More Music Downloads in Last 12 Months, 18- to 29-Year- Olds vs. Other Age Groups Table 9-8: Purchase of CDs, 18- to 29-Year-Olds vs. Other Age Groups Hip Hop Unites Diverse Millennial Segments, but Differences in Music Preferences Persist Table 9-9: Favorite Music Types, Non-Hispanic White vs. Multicultural 18-to 29-Year-Olds
Going Out Live Entertainment Events Important to Millennials Table 9-10: Live Entertainment Events Attended in Last 12 Months, 18- to 29-Year-Olds vs. Other Consumers Gen-Y Moviegoers Key Demographic for Film Industry Table 9-11: Movie Attendance, 18- to 29-Year-Olds vs. Other Age Groups Fast Food Part of Millennial Lifestyle Figure 9-5: Percent Visiting Fast Food Restaurants in Last 30 Days, 18- to 29-Year-Olds vs. Other Age Groups Table 9-12: Attitudes toward Fast Food, 18- to 29-Year-Olds vs. Other Age Groups Table 9-13: Fast Food Restaurants Visited the Most by 18- to 29-Year-Olds Applebee‟s Top Choice among Family Restaurants Figure 9-6: Percent Visiting Family Restaurants in Last 30 Days, 18- to 29-Year-Olds vs. Other Age Groups Table 9-14: Family Restaurants Visited the Most by 18- to 29-Year-Olds
Chapter 10 Consumer Highlights Fashion
Younger Gen-Yers Fixated on Fashion Table 10-1: Attitudes toward Fashion, 18- to 21-Year-Olds vs. Other Age Groups by Gender Shopping for Clothes Important Activity for Younger Millennials Table 10-2: Attitudes toward Shopping for Clothes, 18- to 29-Year-Olds vs. Other Age Groups by Gender
Multicultural Gen-Y Adults Especially Fashion Conscious Table 10-3: Attitudes toward Fashion and Clothes Shopping, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds Apparel Purchasing Patterns of Male and Female Gen-Y Consumers Analyzed Table 10-4: Men‟s Apparel and Accessories Purchased by Men in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups Table 10-5: Women‟s Apparel and Accessories Purchased by Women in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups Use of Personal-Care Products Differs among Millennials Table 10-6: Use of Personal-Care Products by Men, 18- to 29-Year-Olds vs. Other Age Groups Table 10-7: Use of Personal-Care Products by Women, 18- to 29-Year-Olds vs. Other Age Groups
Food Millennials Like to Try Out New Drinks and Food Products Table 10-8: Trying Out New Foods, 18- to 29-Year-Olds vs. Other Age Groups Dieting More Common When People Hit 25 Table 10-9: Counting Calories, 18- to 29-Year-Olds vs. Other Age Groups Interest in Healthy Eating Increases with Age Table 10-10: Healthy Eating Habits, 18- to 29-Year-Olds vs. Other Age Groups Frozen Dinners Work for Millennials Table 10-11: Eating Prepared Foods, 18- to 29-Year-Olds vs. Other Age Groups
Automotive Gen-Yers Less Attached to Driving Table 10-12: Attitudes toward Driving Younger Millennials Buy Cars on Looks Table 10-13: Factors Influencing Automotive Purchase Decisions, 18- to 29-Year-Olds vs. Other Age Groups Gen-Y Consumers Want Cars that Stand Out Figure 10-1: Percent Saying Their Car Should Catch People‟s Attention, 18- to 29-Year-Olds vs. Other Age Groups Figure 10-2: Percent Wanting a Car to Express Their Personality, 18- to 29-Year-Olds vs Other Age Groups New Cars Scarce among Millennials Table 10-14: New vs. Used Vehicles, 18- to 29-Year-Olds vs. Other Age Groups Foreign Cars Have More Prestige for Multicultural Millennials Table 10-15: Foreign vs. Domestic Vehicles, 18- to 29-Year-Olds vs. Other Age Groups Table 10-16: Foreign vs. Domestic Vehicles, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds Younger Drivers More Likely to Choose Compact Cars Table 10-17: Vehicle Model Type Owned, 18- to 29-Year-Olds vs. Other Age Groups Chevy Top Domestic Choice, Toyota Leading Foreign Make Table 10-18: Make of Vehicle Owned, 18- to 29-Year-Olds vs. Other Age Groups Most Millennials Spent less than $20,000 for Their Car
Table 10-19: Characteristics of Most Recent Car Acquired, 18- to 29-Year-Olds vs. Other Age Groups One in Three Gen-Y Adults Plan to Buy New Car Table 10-20: Next Vehicle Purchase, 18- to 29-Year-Olds vs. Other Age Groups
