What you need to know

In 2016, members of the iGeneration are aged 9-21 and represent 17% of the US population. Until recently, the generation has been largely overshadowed by the preceding generation: Millennials. As iGens begin to edge Millennials out of the key 18-34 demographic, marketers need to pay closer attention to this generation’s priorities and how their behavior differs from the dominant Millennials.

While iGens have a good deal in common with Millennials, there are a few key differences that are helpful to understanding this up-and-coming generation:

  • They are even more racially and ethnically diverse.

  • They are the true digital natives – this doesn’t know a time without instant connection.

  • They view social media as a way to influence and be inspired by the world around them.

Definition

For the purposes of this Report, Mintel has used the following definitions:

  • Tween/teen iGens: internet users aged 9-17

  • Adult iGens: internet users aged 18-21

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