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Marketing to Millennials - US - February 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Snapshot of Millennials
Figure 1: US population, by generation share, 2014
Income and expenditures
Finances are a significant source of stress for Millennials.
Figure 2: Median household income and average annual expenditures, by all versus Millennials, 2012
Marketing to Millennials
Figure 3: Behaviors related to companies/brands, by all and Millennials, November 2013
The Millennial consumer
Value and positive experience are “very important” purchase decision factors
Figure 4: Top five “very important” factors to purchase decision, by all and Millennials, November 2013
Many Millennials reward corporate altruism
Figure 5: Share of Millennials who make an effort to buy from “good” companies, by gender and parental status, November 2013
Millennials more likely than other adults to share personal information
Figure 6: Type of personal information would provide, by all, Millennials, and Baby Boomers, November 2013
Millennials are generally responsible with money, but some find it hard to say no
Figure 7: Millennials’ personal finances—concerns and habits, November 2013
Millennials are sour on voice calls, but love screens
Figure 8: Millennials’ technology use, November 2013
Good health and financial security are keys to success
Figure 9: Top five achievements critical to success, by all and Millennials, November 2013
What we think
ISSUES AND INSIGHTS
Why is it important to understand Millennials?
The issues:
The implications:
How does one reach a moving target?
The issues:
The implications:
How important are emotions or making an emotional connection?
The issues:
The implications:
TREND APPLICATIONS
Trend: Mood to Order
Trend: Locavore
Mintel Futures: East Meets West
MILLENNIALS BY THE NUMBERS
Key points
Millennials account for nearly one quarter of the US population
Figure 10: US population, by generation share, 2014
Millennial population is growing
Figure 11: US population, by generation, 2009-19
DEMOGRAPHIC CHARACTERISTICS OF MILLENNIALS
Key points
Race/Hispanic origin
Figure 12: Share of US population by generation, by race/Hispanic origin, 2012
Living with parents
Figure 13: Millennials living at home with parents, by age, gender, education, employment status, 2012
Marital status
Figure 14: Marital status, by age/generation, 2012
Among Millennials, women are more likely than men to be married
Figure 15: Marital status of Millennials, by gender, 2012
Four in 10 households headed by Millennials contain children younger than 18
Figure 16: Households with own children, by generation of householder, 2013
Median household income
Figure 17: Median household income, by age/generation of householder, 2012
Unemployment
Figure 18: Employment status of civilian non-institutional population by age (not seasonally adjusted), December 2013
Educational attainment
Figure 19: Educational attainment, by age/generation among those aged 25+, 2012
MILLENNIAL ECONOMY
Key points
Median income in 2012 lower than it was in 2007
Figure 20: Median household income in 2012 dollars, by all and Millennials, 2007-12
Millennials have little money to spare or save
Figure 21: Median household income and average annual expenditures, by age/generation of householder, 2012
Expenditures are increasing
Figure 22: Percent change in average annual expenditures for leading categories, 2007 versus 2012
How Millennials spend their money
Figure 23: Average annual expenditures and characteristics, by all and <25s, and 25-34s, 2012
INNOVATIONS AND INNOVATORS
Case Foundation/The Millennial Impact Project
Doorsteps.com (acquired by Move, Inc.)
Simple
Figure 24: Simple mobile banking service introduction video
Retail Me Not (retailmenot.com)
MARKETING STRATEGIES
Overview
Make online and mobile marketing count
Figure 25: Behaviors related to companies/brands, by all and Millennials, November 2013
Brick-and-mortar retailers still matter
Marketers try to find the sweet spot
Scandal
Honda Civic “Best Yourself”
Figure 26: Honda Civic “Best Yourself” Video, August 2013
Macy’s
FACTORS INFLUENCING PURCHASE DECISIONS
Key points
Millennials seek value and positive purchase experiences
Figure 27: Importance of select factors to Millennials' purchase decisions, November 2013
Compared to all adults, Millennials are considerably more influenced by most factors
Figure 28: Factors “very important” to purchase decision, by all and Millennials, November 2013
Millennial women are influenced by many factors
Figure 29: Factors “very important” to Millennials’ purchase decision, by gender, November 2013
Go daddies
Figure 30: Factors “very important” to Millennials’ purchase decision, by gender and parental status, November 2013
ATTITUDES TOWARD CORPORATE ALTRUISM
Key points
Millennials more likely to buy from altruistic companies
Figure 31: Attitudes toward corporate altruism, by all, Millennials, and Baby Boomers, November 2013
High-earning Millennials support “good” companies
Figure 32: Millennials’ attitude toward corporate altruism, by gender and household income, November 2013
Most Millennial dads go out of their way to buy from “good” companies
Figure 33: Millennials’ attitude toward corporate altruism, by gender and parental status, November 2013
SHARING OF PERSONAL INFORMATION
Key points
Millennials likely to share habits, preferences, age, and email address…
… but more protective of mobile phone number and social media profile
Figure 34: Type of personal information Millennials would/would not be willing to share, November 2013
Compared to other adults, Millennials are open with their personal data
Figure 35: Type of personal information would provide, by all, Millennials, and Baby Boomers, November 2013
Incentives are moderately effective for obtaining personal information
Figure 36: Incentives that would prompt Millennials to share personal information, November 2013
PERSONAL FINANCE AND SPENDING HABITS
Key points
Millennials more likely to adhere to a strict budget
Figure 37: Personal finances—concerns and habits, by all and Millennials, November 2013
Millennial women are most concerned about finances
Figure 38: Millennials’ personal finances—concerns and habits, by gender, November 2013
Older Millennials are beginning to contemplate (and worry about) the future
Figure 39: Millennials’ personal finances—concerns and habits, by age, November 2013
One in 10 Millennials often spend beyond their means
Figure 40: Frequency of overspending, by all and Millennials, November 2013
Reasons for overspending are far ranging
Figure 41: Reasons for overspending, by all and Millennials, November 2013
Need versus want
Figure 42: Reasons Millennials overspend, by gender, November 2013
ATTITUDES TOWARD PERSONAL HEALTH AND HEALTH REFORM
Key points
Health concerns of Millennials are no different than that of all adults
Figure 43: Personal health concerns, by all and Millennials, November 2013
Millennials more likely to go it alone
Millennials are more tolerant of unhealthy habits in others
Millennials, like most adults, are unmoved by the ACA
Figure 44: Attitudes about personal health and healthcare reform, by all and Millennials, November 2013
TECHNOLOGY USE AND OPINIONS
Key points
About half of Millennials use their smartphone to go online daily
Figure 45: Technology use, by all and Millennials, November 2013
Women are more likely to use multiple screens, stream and use their smartphone daily
Figure 46: Millennials’ technology use, by gender, November 2013
Younger Millennials more likely than Older Millennials to stream/use multiple screens
Figure 47: Millennials’ technology use and opinions, by age, November 2013
Three in 10 Millennials would rather give up broadcast TV than their mobile phone
Few Millennials prefer to phone home
Figure 48: Technology use and opinions, by all and Millennials, November 2013
Millennial men less likely to give up broadcast television
Figure 49: Millennials’ technology use and opinions, by gender, November 2013
Mobile marketing making headway with Millennials
Figure 50: Technology use and opinions, by all and Millennials, November 2013
Higher-income Millennial women most likely to leverage online/mobile retail channel
Figure 51: Millennials’ technology use and opinions, by gender and household income, November 2013
MOST IMPORTANT SOCIAL ISSUES
Key points
Education, poverty, public safety most important issues to Millennials
Figure 52: Most important social issues, by all and Millennials, November 2013
Age and gender impact top social issues
Figure 53: Social issues most important to Millennials, by gender and age, November 2013
Millennials who make caused-based purchases include the environment among their top three social issues
Figure 54: Social issues most important to Millennials, among those who buy from companies that support causes, November 2013
OPINIONS ABOUT WORK AND CAREER
Key points
Health benefits, job security, and passion about their job lead the way
Figure 55: Millennials’ opinions about work and career, by all adults and Millennials, November 2013
Health benefits remain a priority even with the ACA
Figure 56: Good health benefits should be a priority—agree/disagree, by Millennials, November 2013
Millennials desire job security but also want to feel passionate about their jobs
Figure 57: Millennials’ opinions about passion for work and job security, by gender, November 2013
Contingent workforce sees the world a bit differently
Figure 58: Millennials’ opinions about work and career, by employment status, November 2013
ACHIEVEMENTS CRITICAL TO SUCCESS
Key points
Truism: good health, financial security are critical for a successful life
Figure 59: Achievements critical to success, by all and Millennials, November 2013
Younger Millennials place less importance on marriage and family
Figure 60: Achievements critical to Millennials’ success, by gender and age, November 2013
Being a mother changes things dramatically for Millennial women
Figure 61: Achievements critical to Millennials’ success, by gender and parental status, November 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Value is very important, but so is feeling good
Figure 62: Factors “very important” to Millennials’ purchase decision, by race/Hispanic origin, November 2013
About half of White Millennials have cut spending
Figure 63: Millennials’ personal finances—concerns and habits, by race/Hispanic origin, November 2013
Black and Hispanic Millennials are less judgmental about unhealthy behaviors
Figure 64: Millennials’ attitudes about personal health and healthcare reform, by race/Hispanic origin, November 2013
Opinions about the ACA are consistent across racial groups
Figure 65: Millennials’ attitudes about personal health and healthcare reform, by race/Hispanic origin, November 2013
Current health concerns not differentiated based on race/Hispanic origin
Figure 66: Millennials’ personal health concerns, by race/Hispanic origin, November 2013
Black Millennials less dependent on technology
Figure 67: Millennials’ technology use and opinions, by race/Hispanic origin, November 2013
Most important social issues vary based on race
Figure 68: Social issues most important to Millennials, by race/Hispanic origin, November 2013
Health benefits, advancement, and passion for work are priorities
Figure 69: Millennials’ opinions about work and career, by race/Hispanic origin, November 2013
Financial security and good health critical to success
Figure 70: Achievements critical to Millennials’ success, by race/Hispanic origin, November 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Factors influencing purchase decisions
Figure 71: Factors “very important” to Millennials’ purchase decision, by household income, November 2013
Figure 72: Factors “very important” to Millennials’ purchase decision, by employment status, November 2013
Figure 73: Factors “very important” to Millennials’ purchase decision, by gender and household income, November 2013
Attitudes toward corporate altruism
Figure 74: Millennials’ attitudes toward corporate altruism, by gender, November 2013
Figure 75: Millennials’ attitudes toward corporate altruism, by household income, November 2013
Figure 76: Millennials’ attitudes toward corporate altruism, by employment status, November 2013
Figure 77: Millennials’ attitudes toward corporate altruism, by race/Hispanic origin, November 2013
Attitudes toward company business practices
Figure 78: Millennials’ attitudes toward company business practices, by gender, November 2013
Figure 79: Millennials’ attitudes toward company business practices, by household income, November 2013
Figure 80: Millennials’ attitudes toward company business practices, by employment status, November 2013
Figure 81: Millennials’ attitudes toward company business practices, by gender and household income, November 2013
Figure 82: Millennials’ attitudes toward company business practices, by race/Hispanic origin, November 2013
Sharing of personal information
Figure 83: Type of personal information Millennials would be willing to share, by those who are positive to personalized advertising, November 2013
Personal finances – concerns and habits
Figure 84: Millennials’ personal finances—concerns and habits, by household income, November 2013
Figure 85: Millennials’ personal finances—concerns and habits, by employment status, November 2013
Figure 86: Millennials’ personal finances—concerns and habits, by gender and household income, November 2013
Figure 87: Millennials’ personal finances—concerns and habits, by gender and parental status, November 2013
Figure 88: Millennials’ personal finances—concerns and habits, by those who stick to a strict budget, November 2013
Frequency of overspending
Figure 89: Millennials’ frequency of overspending, by household income, November 2013
Figure 90: Millennials’ frequency of overspending, by gender, November 2013
Figure 91: Millennials’ frequency of overspending, by employment status, November 2013
Figure 92: Millennials’ frequency of overspending, by gender and household income, November 2013
Figure 93: Millennials’ frequency of overspending, by gender and parental status, November 2013
Figure 94: Millennials’ frequency of overspending, by race/Hispanic origin, November 2013
Attitudes about personal health and healthcare reform
Figure 95: Millennials’ attitudes about personal health and healthcare reform, by employment status, November 2013
Figure 96: Millennials’ attitudes about personal health and healthcare reform, by gender and parental status, November 2013
Figure 97: Millennials’ attitudes about personal health and healthcare reform, by household income, November 2013
Figure 98: Millennials’ attitudes about personal health and healthcare reform, by employment status, November 2013
Figure 99: Attitudes about personal health and healthcare reform, by all and Millennials, November 2013
Figure 100: Millennials’ attitudes about personal health and healthcare reform, by those who think they are healthier than most others their age, November 2013
Personal health concerns
Figure 101: Millennials’ personal health concerns, by gender, November 2013
Figure 102: Millennials’ personal health concerns, by household income, November 2013
Figure 103: Millennials’ personal health concerns, by employment status, November 2013
Figure 104: Millennials’ personal health concerns, by gender and household income, November 2013
Figure 105: Millennials’ personal health concerns, by gender and parental status, November 2013
Technology use and opinions
Figure 106: Technology use, by all and Millennials, November 2013
Figure 107: Millennials’ technology use and opinions, by household income, November 2013
Figure 108: Millennials’ technology use and opinions, by employment, November 2013
Figure 109: Millennials’ technology use and opinions, by gender and household income, November 2013
Figure 110: Millennials’ technology use and opinions, by gender and parental status, November 2013
Figure 111: Millennials’ technology use and opinions, by household income, November 2013
Figure 112: Millennials’ technology use and opinions, by employment status, November 2013
Figure 113: Millennials’ technology use and opinions, by gender and household income, November 2013
Figure 114: Millennials’ technology use and opinions, by gender and parental status, November 2013
Figure 115: Millennials’ technology use and opinions, by age, November 2013
Figure 116: Millennials’ technology use and opinions, by gender, November 2013
Figure 117: Millennials’ technology use and opinions, by age, November 2013
Figure 118: Millennials’ technology use and opinions, by household income, November 2013
Figure 119: Millennials’ technology use and opinions, by employment status, November 2013
Figure 120: Millennials’ technology use and opinions, by gender and parental status, November 2013
Most important social issues
Figure 121: Social issues most important to Millennials, by gender, November 2013
Figure 122: Social issues most important to Millennials, by employment status, November 2013
Figure 123: Social issues most important to Millennials, by gender and household income, November 2013
Figure 124: Social issues most important to Millennials, by gender and parental status, November 2013
Opinions about work and career
Figure 125: Millennials’ opinions about work and career, by level of agree/disagree, November 2013
Figure 126: Millennials’ opinions about work and career, by gender, November 2013
Figure 127: Millennials’ opinions about work and career, by household income, November 2013
Figure 128: Millennials’ opinions about work and career, by gender and household income, November 2013
Figure 129: Millennials’ opinions about work and career, by gender and parental status, November 2013
Achievements critical to success
Figure 130: Achievements critical to Millennials’ success, by gender, November 2013
Figure 131: Achievements critical to Millennials’ success, by age, November 2013
Figure 132: Achievements critical to Millennials’ success, by household income, November 2013
Figure 133: Achievements critical to Millennials’ success, by employment status, November 2013
Behaviors related to companies/brands
Figure 134: Millennials’ behaviors related to companies/brands, by gender, November 2013
APPENDIX – TRADE ASSOCIATIONS

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