Table of Contents
Executive Summary
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- The consumer
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- Figure 1: Online and offline activities, by age group 20-37, July 2014
- Environmentally friendly brands appeal mainly to young women
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- Figure 2: Brand actions that influence purchasing decisions, by all and Millennials, July 2014
- While older Millennials tend to focus on doing what they love, younger Millennials tend to prioritize financial independence
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- Figure 3: Attitudes toward financial issues and professional career, by groups of Millennials, July 2014
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- Figure 4: Attitudes toward advertising and promotions of brands, products, and services, by all and selected age groups, July 2014
- What we think
Key Points
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- Older male Millennials still receive financial support from their parents
- Brands can benefit from younger men who like giving their opinion about products online
- Online payments: more convenience for young couples and those with small children
Trend Application
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- Make it Mine
- FSTR/HYPR
- Locavore
The Consumer – Online and Offline Activities
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- Key points
- Offline activities are still predominant among Millennials
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- Figure 5: Online and offline activities, by age group 20-37, July 2014
- Young Millennials tend to prefer online activities
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- Figure 6: Online activities, by selected age groups, July 2014
- Security certificates and advertisements on social media are tools that could encourage young Millennials to shop more online
The Consumer – Brand Actions that Influence Purchasing Decision
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- Key points
- Environmentally friendly brands appeal mainly to young women
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- Figure 7: Brand actions that influence purchasing decisions, by all and Millennials, July 2014
- Brands that communicate through the internet are more likely to attract young female consumers
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- Figure 8: Agreement with brand action that influences purchasing decision “Brands that regularly communicate via the internet (eg posting current actions on Facebook or Twitter, up-to-date news on their website),” by age group and gender, July 2014
- Innovative brands tend to attract more young men with no children
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- Figure 9: Agreement with brand action that influences purchasing decision “Up-to-date brands that launch the latest innovations in their industries (eg new product formulas),” by age group and gender, July 2014
The Consumer – Attitudes toward Financial Situation and Professional Career
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- Key points
- While older Millennials tend to focus on job satisfaction, younger Millennials strive for financial independence
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- Figure 10: Attitudes toward financial issues and professional career, by groups of Millennials, July 2014
- Female Millennials are more worried about managing their personal finances
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- Figure 11: Agreement with the statement "I manage my personal finances carefully," by Millennials and gender, July 2014
- Older and married Millennials tend to be very dedicated to their work
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- Figure 12: Agreement by older millennials with selected statements, by gender and marital status, July 2014
The Consumer – Attitudes toward Advertising of Brands, Products, and Services
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- Key points
- TV advertisements and friends’ recommendations are popular among Millennials
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- Figure 13: Attitudes toward advertising and brand promotion, products, and services, by all and selected age groups, July 2014
- Younger men and women react differently to TV and internet campaigns
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- Figure 14: Agreement by young Millennials with selected statements, by gender, July 2014
- Younger women are less influenced by recommendations of brands by friends
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- Figure 15: Agreement by Millennials with the statement "I trust more in brands recommended by friends," by gender and age group, July 2014
- Repetitive advertisements tend to bother younger married Millennials
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- Figure 16: Agreement by Millennials with the statement “Seeing the advertisement of a product many times during a TV program doesn't encourage me to buy it,” by age group and marital status, July 2014
Appendix – Online and Offline Activities
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- Figure 17: Online and offline activities, July 2014
- Figure 18: Online and offline activities – Online, by demographics, July 2014
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- Figure 19: Online and offline activities – Online, by demographics, July 2014 (cont.)
- Figure 20: Online and offline activities – Offline, by demographics, July 2014
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- Figure 21: Online and offline activities – Offline, by demographics, July 2014 (cont.)
- Figure 22: Online and offline activities – Online only, by demographics, July 2014
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- Figure 23: Online and offline activities – Online only, by demographics, July 2014 (cont.)
- Figure 24: Online and offline activities – Offline only, by demographics, July 2014
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- Figure 25: Online and offline activities – Offline only, by demographics, July 2014 (cont.)
- Figure 26: Online and offline activities – Both online and offline, by demographics, July 2014
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- Figure 27: Online and offline activities – Both online and offline, by demographics, July 2014 (cont.)
- Figure 28: Online and offline activities – Neither online nor offline, by demographics, July 2014
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- Figure 29: Online and offline activities – Neither online nor offline, by demographics, July 2014 (cont.)
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Appendix – Brand Actions that Influence Purchasing Decision
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- Figure 30: Brand actions that influence purchasing decision, July 2014
- Figure 31: Brand actions that influence purchasing decision, by demographics, July 2014
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- Figure 32: Brand actions that influence purchasing decision, by demographics, July 2014 (cont.)
- Repertoire Analysis
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- Figure 33: Repertoire of marketing actions that influence purchasing decision, July 2014
- Figure 34: Repertoire of marketing actions that influence purchasing decision, by demographics, July 2014
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- Figure 35: Brand actions that influence purchasing decision, by repertoire of marketing actions that influence purchasing decision, July 2014
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Appendix – Attitudes toward Financial Issues and Professional Career
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- Figure 36: Attitudes toward financial issues and professional career, July of 2014
- Figure 37: Attitudes toward financial issues and professional career, by demographics, July 2014
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- Figure 38: Attitudes toward financial issues and professional career, by demographics, July 2014 (cont.)
- Repertoire Analysis
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- Figure 39: Repertoire of attitudes toward financial issues and professional career, July 2014
- Figure 40: Repertoire of attitudes toward financial issues and professional career, July 2014
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- Figure 41: Repertoire of attitudes toward financial issues and professional career, by repertoire of attitudes toward financial issues and professional career, July 2014
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Appendix – Attitudes toward Advertising and Promotion of Brands, Products, and Services
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- Figure 42: Attitudes toward advertising and promotion of brands, products, and services, July 2014
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- Figure 43: Attitudes toward advertisements and promotion of brands, products, and services, by demographics, July 2014
- Figure 44: Attitudes toward advertisements and promotion of brands, products, and services, by demographics, July 2014 (cont.)
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