Table of Contents
Scope and Themes
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- What you need to know
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Millennials are diverse, mostly single, and the next bulge in buying power
- Millennial generation defined by technology
- Self-expression is taken to a new level with technology and pop culture
- Political and economic events are still shaping who Millennials will be
- The internet is at the center of Millennial culture
- Internet and mobile technology as the backbone of modern life
- Marketers overcome resistance to social media advertising with innovation
- Twitter still catching on but has already produced incremental sales
- Millennials more likely to use technology for socializing and entertainment
- Millennials focus on family and friends during economic difficulty
- Millennials less cynical in trusting corporations and more passionate about a free internet
- Millennials more concerned with social image and trends
- Health is not a big concern for Millennials but organic sells
Insights and Opportunities
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- Internet as a new form of television doesn’t work for Millennials
- Social media campaigns must add value
- Entertainment value
- Practical value
- Giving brands an online face
Inspire Insights
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- Prove It
- What's it about?
- Implications
Demographic Drivers
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- Millennials represent the next generational bulge
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- Figure 1: U.S. population, by generation, 2009
- Millennials are more diverse than previous generations
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- Figure 2: U.S. population share, by age, by race/Hispanic origin, 2005-15
- Millennials are more likely than prior generations to be single
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- Figure 3: Marital status of 18-28 year olds, by generation, 1963-2009
Cultural Drivers
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- Millennial generation defined by technology
- Self-expression is taken to a new level with technology and pop culture
- Millennials are more accepting of differences
- High voter turnout demonstrates the power of Millennial hype
- Millennial optimism is tested by the toughest job market in decades
New Media Marketing Channels
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- The internet replaces television as primary source of entertainment
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- Figure 4: Use of select media, by age, December 2009
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- Figure 5: Attitudes toward television and the internet, entertainment and socializing, by age, June 2009
- Internet is the first source of consumer information
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- Figure 6: Impact of internet on obtaining product information and shopping, by generation, February 2008-March 2009
- Social networking users avoid obvious commercialization
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- Figure 7: Interaction with brands on social networking sites, by age, June 2009
- Mobile web access
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- Figure 8: Attitudes toward cell phone advertisements, by age, June 2009
- Newspaper readers move online but decline overall
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- Figure 9: Newspaper readership, print vs. web, by generation, 2006 vs. 2008
Innovation and Innovators
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- Spotlight: Gap furthers reach of cheer campaign through YouTube
- Viral component
- Spotlight: IKEA campaign uses basic Facebook function to go viral
- Spotlight: Obama campaign goes full throttle on social media
Television Advertising
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- Internet and mobile technology as the backbone of modern life
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- Figure 10: Apple——iPhone 3G apps, May 2009
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- Figure 11: Dell——Inspiron, March 2009
- Non-tech marketers remind Millennials of a simpler time
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- Figure 12: The Gap——Plaid Anti-Tech, November 2009
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- Figure 13: Coca-Cola——Bottle as Cell Phone, March 2009
- High-energy self-expression counteracts negative corporate connotations
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- Figure 14: Nike——Delicious Training, August 2009
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- Figure 15: Red Bull——Break-dancer, March 2009
Social Media Advertising
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- Millennials are especially annoyed by online advertising
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- Figure 16: Attitudes toward advertising, by age, December 2009
- Facebook faces attitudinal barriers in commercializing
- Very few product brands make the Facebook Top 30
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- Figure 17: Product brands among the Top 30 Facebook Fan Pages, January 2010
- Twitter still catching on but has already produced incremental sales
- Live tweets in a static campaign
- Third-party companies
Technology
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- Generational gap on the internet is wider in entertainment
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- Figure 18: Attitudes toward internet use, by age, December 2009
- Millennials more enthusiastic about technology as personal expression
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- Figure 19: Attitudes toward electronic devices and smartphones, by age, December 2009
Financial Conditions and Concerns
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- Younger respondents more concerned about quality time with friends and family
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- Figure 20: Financial concerns, by age, December 2009
- Millennials already worrying about debt and retirement
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- Figure 21: Primary financial concerns: Millennials indexed to total population, June 2009
Social and Ethical Issues
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- Millennials less cynical in trusting corporations
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- Figure 22: Attitudes toward consumer and corporate ethics, by age, December 2009
- Millennials believe strongly in a free internet
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- Figure 23: Importance of social issues, by age, December 2009
Lifestyle Concerns
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- Millennials more concerned with social image and trends
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- Figure 24: Attitudes toward social appearances, by age, December 2009
- Millennials seek personal expression and social connectivity
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- Figure 25: Attitudes toward social interactions, by age, December 2009
Entertainment
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- Millennials thrive on digital media and shop as a habit
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- Figure 26: Forms of entertainment, by age, December 2009
Health and Diet Concerns
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- Appeal of organic label is stronger among Millennials
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- Figure 27: Dietary habits, by age, December 2009
- Younger Millennials are less likely to smoke
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- Figure 28: Wellness activities, by age, December 2009
Race
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- Black Millennials more concerned about financial security
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- Figure 29: Financial concerns, by race, December 2009
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- Figure 30: Popularity of wellness activities, by race, December 2009
- Black Millennials less likely to watch online video
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- Figure 31: Attitudes toward internet use, by race, December 2009
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- Figure 32: Attitudes toward advertising, by race, December 2009
- Black Millennials less averse to processed foods
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- Figure 33: Popularity of dietary habits, by race, December 2009
Cluster Analysis
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- Pragmatists
- Demographics
- Characteristics
- Opportunity
- Laggers
- Demographics
- Characteristics
- Opportunity
- Wholesomes
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 34: Marketing to Millennials clusters, December 2009
- Figure 35: Attitudes toward electronic devices and smartphones, by marketing to Millennials clusters, December 2009
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- Figure 36: Attitudes toward consumer and corporate ethics, by marketing to Millennials clusters, December 2009
- Figure 37: Importance of social issues, by marketing to Millennials clusters, December 2009
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- Figure 38: Dietary habits, by marketing to Millennials clusters, December 2009
- Cluster demographics
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- Figure 39: Marketing to Millennials clusters, by gender, December 2009
- Figure 40: Marketing to Millennials clusters, by age, December 2009
- Figure 41: Marketing to Millennials clusters, by race, December 2009
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- Figure 42: Marketing to Millennials clusters, by Hispanic origin, December 2009
- Cluster methodology
Other Useful Consumer Tables
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- Race/ethnicity
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- Figure 43: Attitudes toward corporate ethics, by race, December 2009
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- Figure 44: Importance of social issues, by race, December 2009
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- Figure 45: Attitudes toward social appearances, by race, December 2009
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- Figure 46: Attitudes toward social interactions, by race, December 2009
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- Figure 47: Forms of entertainment, by race, December 2009
Custom Consumer Groups
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- Millennial males are early adopters and trendsetters for internet and mobile tech
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- Figure 48: Attitudes toward social appearances, by age and gender, December 2009
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- Figure 49: Attitudes toward internet use, by age and gender, December 2009
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- Figure 50: Attitudes toward electronic devices and smartphones, by age and gender, December 2009
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- Figure 51: Forms of entertainment, by age and gender, December 2009
- Millennial males exhibit a stronger interest in corporate responsibility
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- Figure 52: Importance of social issues, by age and gender, December 2009
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- Figure 53: Attitudes toward corporate ethics, by age and gender, December 2009
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- Figure 54: Attitudes toward social interactions, by age and gender, December 2009
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- Figure 55: Popularity of dietary habits, by age and gender, December 2009
Appendix: Trade Associations
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