Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- Entertainment spending
- Millennials’ annual entertainment spending lower than average
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- Figure 1: Two-year average of annual expenditures in select entertainment categories, Millennials vs. all, 2010-11
- Movies, live entertainment account for highest spending on admission fees
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- Figure 2: Two-year average of Millennials’ annual expenditures on fees and admissions, 2010-11
- Demographic and sociocultural factors
- Millennials comprise the largest share of the U.S. population…
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- Figure 3: U.S. population, by generation, 2012
- …and they are diverse
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- Figure 4: Share of the Millennial Generation, by race/Hispanic origin, 2012
- Millennial incomes lower than average
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- Figure 5: Income distribution of households, Millennials vs. all, 2011
- The consumer
- Millennials more likely to say they have too little, too much leisure time
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- Figure 6: Perception of amount of leisure time, Millennials vs. all, October 2012
- More younger Millennials increasing leisure spending
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- Figure 7: Millennials spending more on leisure activities compared to two years ago and two years from now, by age, October 2012
- Millennials prefer to spend leisure time resting, online
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- Figure 8: Millennials’ leisure time preferences, by age, October 2012
- Millennial women more likely to social network, men tend to game
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- Figure 9: Millennials’ social media use and gaming during leisure, by gender, October 2012
- Millennials more reliant on technology for leisure
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- Figure 10: Attitudes toward technology use during leisure time, Millennials vs. all, October 2012
- Millennials’ leisure preferences conducive to spending time alone
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- Figure 11: Millennials’ average percentage of leisure time spent alone and with others in a typical week, October 2012
- Millennials may need help planning leisure activities
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- Figure 12: Attitudes toward leisure time, Millennials vs. all, October 2012
- More Millennials going online for leisure activity information
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- Figure 13: Top five sources relied on for leisure activity information, Millennials vs. all, October 2012
- Millennials want to see more outdoor community events
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- Figure 14: Top five leisure activity offerings Millennials would like to see in their local community, October 2012
- What we think
Issues in the Market
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- Are marketers hurting Millennials by catering to their online preference?
- Are there new ways Millennials can use technology during leisure?
- Can marketers help young Millennials balance leisure with school?
Insights and Opportunities
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- Key points
- More video-based online marketing
- More social networking games targeting Millennial women
- Translating mobile chat apps into more social media platforms
- Leisure activity videos featuring Millennials
Trend Application
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- Inspire trend: Click and Connect
- Inspire trend: A Simple Balance for Health
- Inspire 2015 trends
- Access Anything, Anywhere
Millennials’ Annual Entertainment Expenditures
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- Key points
- Millennials spending less than average on entertainment
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- Figure 15: Two-year average of annual expenditures in select entertainment categories, Millennials vs. all, 2010-11
- Millennials spending the most on admission to movies, live events
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- Figure 16: Two-year average of expenditures on fees and admissions, Millennials vs. all, 2010-11
Who are the Millennials?
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- Overview
- Demographic characteristics
- Millennials comprise one of the largest, most diverse population segments
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- Figure 17: U.S. population, by generation, 2012
- Figure 18: Share of U.S. Generations, by race/Hispanic origin, 2012
- Most Millennials are single, one third have children
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- Figure 19: Marital status, by age/generation, 2012
- Figure 20: Households with own children, by generation of householder, 2012
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- Figure 21: Opinions on issues related to marriage and family, by generation, February 2010
- Millennial householders are among the lowest income earners
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- Figure 22: Income distribution of households, by generation, 2011
- More younger than older Millennials struggle with jobs
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- Figure 23: Labor force participation and employment status, by generation, 2011
- A majority of Millennials have some level of higher education
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- Figure 24: Educational attainment, by age/generation, 2011
- Millennials more physically fit than older generations
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- Figure 25: Healthy weight/overweight/obesity rates of Millennials, 2007-10
- Sociocultural characteristics
- Time spent on education distinguishes Millennials from the rest
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- Figure 26: Average hours per day spent in primary activities, by age indexed to total, 2011
- Millennials prefer to be constantly connected
- Liberalism defines Millennial politics
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- Figure 27: Democratic vs. Republican voter registration, by generation, 2004-12
Innovations and Innovators
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- Key points
- Grouper uses Facebook to help Millennials mingle offline
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- Figure 28: Grouper “Hack-ation” web ad, January 2013
- Travel company plans vacations solely for 18-35s
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- Figure 29: Contiki “One Life, One Shot, Make it Count” ad, October 2012
- Cable network launched to target Millennial viewers
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- Figure 30: Participant Media Promised Land Social Action Campaign, web promotion January 2013
Marketing Strategies and Initiatives
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- Key points
- Retailers unveil online campaigns targeting Millennial shoppers
- Macy’s
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- Figure 31: Macy’s Millennial “Social Trends ” web promotion, January 2013
- Target
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- Figure 32: Target “Falling for You” webisode trailer, October 2012
- Mobile communication positioned as key to quality leisure time
- Comm
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- Figure 33: DeNA “Comm, get together. Text. Sticker. Call. Free.” ad, January 2013
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- Figure 34: Facebook “The Things That Connect Us” ad, October 2012
- Millennials encouraged to get fit
- Greatist
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- Figure 35: Greatist t-shirt and perfect posture infographic, January 2013
- The Esplanade Association
- Museums working to get more Millennials through their doors
- “With Art Philadelphia”
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- Figure 36: Longwood Gardens’ “Forest of Light” illuminated sculpture display, June-September 2012
- Milwaukee Art Museum After Dark
- Other “after dark” museum events
Time Spent on Leisure Activities
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- Key points
- Millennials’ perspective on amount of leisure time is imbalanced
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- Figure 37: Perception of amount of leisure time, Millennials vs. all, October 2012
- Older Millennial women may be lacking the most time for leisure
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- Figure 38: Millennials’ perception of amount of leisure time, by gender and age, October 2012
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- Figure 39: Millennials’ perception of amount of leisure time, by employment status, October 2012
Money Spent on Leisure Activities
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- Key points
- More Millennials’ current leisure spending is up
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- Figure 40: Change in spending on leisure activities compared to two years ago and two years from now, Millennials vs. all, October 2012
- Younger Millennials may be more inclined to spend more
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- Figure 41: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by age, October 2012
Leisure Time Preferences
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- Key points
- Millennials prefer less activity than older generations during leisure time
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- Figure 42: Leisure time preferences, Millennials vs. all, October 2012
- More Millennial men looking for variety in leisure
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- Figure 43: Millennials’ leisure time preferences, by gender, October 2012
- Online leisure activities more critical to young Millennials
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- Figure 44: Millennials’ leisure time preferences, by age, October 2012
What Millennials are Doing During Leisure Time
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- Key points
- More Millennials using social media, gaming
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- Figure 45: Current participation in leisure activities, Millennials vs. all, October 2012
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- Figure 46: Frequency of visits to most often used social networking site, Millennials vs. all, February 2010
- Millennial women are social networkers, men gamers
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- Figure 47: Leisure activities Millennials are currently participating in, by gender, October 2012
- Volunteering, cultural events present opportunities for Millennials
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- Figure 48: Leisure activities Millennials would like to participate in, October 2012
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- Figure 49: How Millennials prefer to learn about non-profits and what they would post about them on Facebook, January 2012
- Millennials may also be drawn to more opportunities for home exercise
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- Figure 50: Where Millennials exercise, May 2005-June 2012
Technology and Leisure
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- Key points
- Technology defining more Millennials’ leisure time…
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- Figure 51: Attitudes toward using technology and the internet during leisure time, Millennials vs. all, October 2012
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- Figure 52: Opinions on the impact of multitasking with technology on young adults in 2020, Aug.-Oct. 2011
- …especially among older Millennial men
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- Figure 53: Millennials’ attitudes toward using technology and the internet during leisure time, by gender and age, October 2012
- Figure 54: Millennials’ attitudes toward mobile ads, by gender, January 2012
- More Millennials also increasing social networking time
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- Figure 55: Change in leisure time spent on social networking sites compared to last year, Millennials vs. all, October 2012
- Figure 56: Millennials’ change in leisure time spent on social networking sites compared to last year, by gender, October 2012
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- Figure 57: Degree Men “Masters of Movement – Travis Rice” social media video, April 2012
Millennials’ Leisure Companions
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- Key points
- Millennials spend largest share of leisure time alone
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- Figure 58: Millennials’ average percent of leisure time spent alone and with others in a typical week, by age, October 2012
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- Figure 59: Millennials’ average percentage of leisure time spent alone and with others in a typical week, by online vs. offline leisure time preferences, October 2012
- Insight: Millennials may be alone online because they don’t know how to be offline
- Millennials’ living situations divided by age, decide leisure companions
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- Figure 60: Millennials’ current living situation for potential leisure companions, by gender and age, October 2012
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- Figure 61: Millennials’ typical leisure time companions, by gender and age, October 2012
Attitudes Toward Leisure Activities
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- Key points
- Millennials have a harder time planning leisure activities, but still spend
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- Figure 62: Attitudes toward leisure time, Millennials vs. all, October 2012
- Older Millennial women take responsible approach to planning leisure
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- Figure 63: Millennials’ attitudes toward leisure time, by gender and age, October 2012
Sources for Leisure Activity Information
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- Key points
- More Millennials reliant on the internet for leisure activity information
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- Figure 64: Sources relied on for information on leisure activities, Millennials vs. all, October 2012
- Figure 65: YouTube “Everyday Target Moms” OneMinuteNews clip, January 2013
- Older Millennials may be getting more out of the news
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- Figure 66: Sources Millennials rely on for information on leisure activities, by age, October 2012
- Figure 67: Incidence of watching TV news yesterday, by age, 2006 vs.2012
Desired Leisure Activities in the Community
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- Key points
- Outdoor activities a draw for all, but especially for Millennials
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- Figure 68: Desired leisure activities in the local community, Millennials vs. all, October 2012
- Young Millennial men the most likely to participate in virtual events
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- Figure 69: Millennials’ desired leisure activities in the local community, by gender and age, October 2012
Impact of Race and Hispanic Origin
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- Key points
- More Hispanic Millennials have too much free time
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- Figure 70: Millennials’ perception of amount of leisure time, by race/Hispanic origin, October 2012
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- Figure 71: Millennials’ leisure time preferences, by race/Hispanic origin, October 2012
- Black and Hispanic Millennials more drawn to cultural events
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- Figure 72: Millennials’ current participation in leisure activities, by race/Hispanic origin, October 2012
- Black Millennials the most concerned about budgeting for leisure
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- Figure 73: Millennials’ attitudes toward leisure time, by race/Hispanic origin, October 2012
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- Figure 74: Median household income by race and Hispanic origin of householder, 2011
Appendix: Other Useful Consumer Tables
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- Time spent on leisure activities
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- Figure 75: Millennials’ perception of amount of leisure time, by gender, October 2012
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- Figure 76: Millennials’ perception of amount of leisure time, by age, October 2012
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- Figure 77: Millennials’ perception of amount of leisure time, by household income, October 2012
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- Figure 78: Millennials’ perception of amount of leisure time, by marital status, October 2012
- Money spent on leisure activities
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- Figure 79: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by gender and age, October 2012
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- Figure 80: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by household income, October 2012
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- Figure 81: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by race/Hispanic origin, October 2012
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- Figure 82: Millennials’ change in spending on leisure activities compared to two years ago and two years from now, by employment status, October 2012
- Leisure time preferences
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- Figure 83: Millennials’ Leisure time preferences, by gender and age, October 2012
- What Millennials are doing during leisure time
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- Figure 84: Leisure activities Millennials are currently participating in, by age, October 2012
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- Figure 85: Leisure activities Millennials are currently participating in, by gender and age, October 2012
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- Figure 86: Leisure activities Millennials are currently participating in, by household income, October 2012
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- Figure 87: Leisure activities Millennials are currently participating in, by marital status, October 2012
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- Figure 88: Leisure activities Millennials are currently participating in, by employment status, October 2012
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- Figure 89: Leisure activities respondents would like to participate in, Millennials vs. all, October 2012
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- Figure 90: Leisure activities Millennials would like to participate in, by gender, October 2012
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- Figure 91: Leisure activities Millennials would like to participate in, by gender and age, October 2012
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- Figure 92: Leisure activities Millennials would like to participate in, by household income, October 2012
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- Figure 93: Leisure activities Millennials would like to participate in, by race, October 2012
- Technology and leisure
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- Figure 94: Millennials’ attitudes toward using technology and the internet during leisure time, by gender, October 2012
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- Figure 95: Millennials’ attitudes toward using technology and the internet during leisure time, by age, October 2012
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- Figure 96: Millennials’ attitudes toward using technology and the internet during leisure time, by household income, October 2012
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- Figure 97: Millennials’ attitudes toward using technology and the internet during leisure time, by race/Hispanic origin, October 2012
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- Figure 98: Millennials’ attitudes toward using technology and the internet during leisure time, by employment status, October 2012
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- Figure 99: Millennials’ change leisure time spent on social networking sites compared to last year, by age, October 2012
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- Figure 100: Millennials’ change leisure time spent on social networking sites compared to last year, by gender and age, October 2012
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- Figure 101: Millennials’ change leisure time spent on social networking sites compared to last year, by household income, October 2012
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- Figure 102: Millennials’ change leisure time spent on social networking sites compared to last year, by race, October 2012
- Millennials’ leisure companions
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- Figure 103: Average percent of leisure time spent alone and with others in a typical week, Millennials vs. all, October 2012
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- Figure 104: Millennials’ average percent of leisure time spent alone and with others in a typical week, by race and Hispanic origin, October 2012
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- Figure 105: Average percent of leisure time spent alone and with others in a typical week, by online vs. offline leisure time preferences, October 2012
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- Figure 106: Millennials’ typical leisure time companions, October 2012
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- Figure 107: Typical leisure time companions, October 2012
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- Figure 108: Millennials’ current living situation for potential leisure companions, by race and Hispanic origin, October 2012
- Attitudes toward leisure activities
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- Figure 109: Millennials’ attitudes toward leisure time, October 2012
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- Figure 110: Millennials’ attitudes toward leisure time, by gender, October 2012
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- Figure 111: Millennials’ attitudes toward leisure time, by age, October 2012
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- Figure 112: Millennials’ attitudes toward leisure time, by household income, October 2012
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- Figure 113: Millennials’ attitudes toward leisure time, by marital status, October 2012
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- Figure 114: Millennials’ attitudes toward leisure time, by employment status, October 2012
- Sources for leisure activity information
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- Figure 115: Information sources Millennials use for leisure time activities, October 2012
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- Figure 116: Information sources Millennials use for leisure time activities, by gender and age, October 2012
- Desired leisure activities in the community
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- Figure 117: Millennials’ desired leisure activities in the local community, by gender, October 2012
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- Figure 118: Millennials’ desired leisure activities in the local community, by age, October 2012
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- Figure 119: Millennials’ desired leisure activities in the local community, by race/Hispanic origin, October 2012
Appendix: Organizations and Associations
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