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Millennials in the U.S.

Abstract

On the surface, very little appears monolithic about adult Millennials (defined as those in the 18- to 29-year-old age group and also known as Gen-Y). Millennials include full-time college students, late-20-somethings who have moved back to their parents' home and married and unmarried couples with and without kids. Gen-Y consumers encompass college grads with high-paying full-time jobs and credit cards and bank accounts as well as those struggling with low-paying part-time jobs. They include a high-growth multicultural segment spearheaded by U.S.-born “fusionistas” who move effortlessly between their Latino heritage and the youth culture of America.

Yet, there are many generational ties that bind this diverse group of young consumers and differentiate them from older consumers. To name just a few, they include a deep comfort with technology, heavy involvement in social media, a multitasking mentality,non-stop immersion with screens on cell phones, digital tablets and PCs,a shared preference for hip-hop music, and parents who act like friends as well as authority figures. The challenge for marketers is to leverage this common ground to find Millennials whoever and wherever they are and engage them no matter what they are doing.

The report begins with an overview of the trends shaping the adult Millennial market, significant marketing opportunities and projections of market growth. It continues with an analysis of the demographic characteristics and core values of today's adult Millennials. The next chapters of the report analyze how Millennials use financial services, including credit cards and banking services, and profile their shopping and spending patterns. The report continues with an in-depth analysis of the media usage patterns of Millennials, which highlights what multitasking Millennials are doing when watching TV and emphasizes their involvement with second screens. A chapter on the relationship between Millennials and technology covers their attitudes toward technology and their ownership and use of electronics such as digital tablets and cell phones. The report ends with an analysis of the fashion and entertainment habits of Millennials.

Scope of the Market

This Packaged Facts report analyzes the consumer attitudes and behavior of 18- to 29-year-olds. Those in this age group form the adult portion of the population group described as the “Millennial Generation” or “Generation Y” or “Gen-Y.” This report uses the terms “Millennials” and “Gen-Y” interchangeably. The report compares Millennials with Gen-X consumers (those in the 30- to 44-year-old age group) and consumers 45 years of age and older.

Methodology

This report is based on information collected from firms active in the Millennial market as well as a thorough analysis of relevant industry and trade publications. U.S. Government data sources include the Census Bureau and Bureau of Labor Statistics Consumer Expenditure Survey.

The principal sources of primary research data are the Summer 2011 Experian Simmons National Consumer Study (NCS), which was fielded between July 2010 and September 2011 and the Fall 2011 Experian Simmons NCS, which was fielded between October 2010 and November 2011.

Table of Contents

Chapter 1: Executive Summary

  • Background
  • Introduction
  • Overview of the Report
  • Scope and Methodology
  • Scope of the Market
  • Methodology
  • Trends and Opportunities
  • Optimism Reigns among Millennials
  • Young College Grads Have Most Confidence in Their Futures
  • Generational Ties Mask Diversity of Lifestyles and Life Stages in Millennial Population
  • Younger Millennials' Privacy Concerns Less of a Barrier to Marketers
  • Second-Screen Generation Creates Challenges and Opportunities for Marketers
  • Following the Money Will Lead Marketers to Older Millennials
  • Millennials on Campuses Today Set to Become Affluent Consumers of Tomorrow
  • Millennial “Fusionistas” Require New Marketing Strategies
  • Hip-Hop Culture Continues to Offer Marketing Platform
  • Millennials Key Segment in Home Electronics Market
  • Millennials Still Important to Auto Makers
  • Market Overview
  • 22% of U.S. Adults Belong to Generation Y
  • Population of Older Millennials Projected to Grow at Faster Rate
  • Aggregate Income of Millennials Approaches $1 Trillion
  • 25- to 29-Year-Olds with Full-Time Jobs Key Element of Adult Millennial Market
  • Adult Millennials Trail other Age Groups in Financial Clout
  • Aggregate Income of Gen-Y Adults Will Exceed $1 Trillion in 2016
  • Younger Millennial Market Segment Will Experience Slower Growth
  • Personal Profile of Gen-Y Adults
  • Gen-Y Adults at Distinct Life Stage
  • Gender Gap on Campuses Creates Educational Disparity between Gen-Y Women and Men
  • Part-Time Employment Hallmark of Younger Millennials
  • One in Four Millennials Lives in Household with Income of $100,000 or More
  • Most Millennials Live in Family Environment
  • Gen-Y Males Much More Likely to Boomerang Home to Parents
  • Marriage Makes Inroads on Life Styles of Older Millennials
  • Parents a Key Segment of Adult Millennial Population
  • New and Unconventional Things Appeal
  • Desire for Material Success Drives Gen-Y Adults
  • Millennials See Selves as Influencers
  • Religion Less Important to Gen-Y Adults
  • Conservatives Outnumber Liberals
  • Millennials and Money
  • One-Third of Gen-Y Adults Have or Use Credit Cards
  • Millennials Demonstrate Responsibility in Use of Credit Cards
  • Millennial Credit Card Users Display Distinct Characteristics
  • Younger Millennials More Apt to Use Debit Cards
  • Checking Accounts Sparse among Millennials
  • Online Banking Popular among Gen-Y Consumers
  • Older Millennials Begin to Accumulate Wealth
  • Older Gen-Y Consumers Like to Pay Bills Online
  • What Makes Gen-Y Shoppers Tick
  • Shopping a Form of Entertainment for Millennials
  • Friends Influence Where Younger Millennials Shop
  • Millennials on the Hunt for New Stores
  • Millennials Have Distinct Shopping Patterns
  • Frequent Gen-Y Shoppers Profiled
  • Online Sharing Sites Have Major Impact on Buying Decisions of Gen-Y Women
  • Millennials More Interested in Cell Phone Ads
  • Gen-Y Shoppers Compare Favorably with Consumers in 45+ Age Group
  • Millennials and the Media: Decoding the Second-Screen Generation
  • Today's Gen-Y Adults Grew Up Multitasking
  • Most Millennials Involved with Second Screen While Watching TV
  • Different Second Screens Have Different Audiences
  • Online TV Captures Attention of Younger Millennials
  • TV Maintains Hold on Millennials
  • Millennials Most Likely to Use Social Sharing Websites to Follow TV Shows
  • TV Commercials More Interesting to Millennials than They Are to Older Viewers
  • Millennial Women in Forefront of Social Media Revolution
  • Gen-Y Women Blog More than Any Other Consumer Segment
  • Radio Is Important to Millennials
  • Internet-Only Radio Popular with Gen-Y Listeners
  • Older Millennials More Likely to Turn to Online Versions of Print Media
  • Millennials and Technology
  • Youngest Millennials Can't Do Without Gadgets
  • Online Activities of Millennials Differ Dramatically
  • iPods Part of Millennials' Lifestyle
  • Millennials Show Less Interest in E-Readers
  • Younger Millennials Use Cell Phones as Information Source
  • Cell Phone Features Mean More to Younger Millennials
  • Unlimited Text Messaging Plans More Popular with Millennials
  • Millennials Dig Deep to Pay for Expensive Cell Phones
  • High Cell Phone Bills Part of Millennial Lifestyle
  • Gen-Y Consumer Highlights: Fashion and Entertainment
  • Gen-Y Men Are Fashion-Forward
  • Latest Styles Attract Attention from Millennials
  • Millennials Enjoy Shopping for Clothes
  • New Clothes a Must for Millennials
  • Live Entertainment Events Attract Millennials
  • Younger Millennials Vital to Hollywood
  • Millennials Matter When a New Film Opens
  • Video Games Prime Entertainment Tool for Millennial Men

Chapter 2: Trends and Opportunities

  • Strategic Trends
  • Millennials Begin to Share in Economic Recovery
  • Table 2-1: Mean Income Trends 2004-2010, 18- to 29-Year-Olds vs. All Adults
  • $15,235
  • -.058%
  • Figure 2-1: Unemployment Rate 2008-2012, 18- to 29-Year-Olds by Age Group vs. All Adults
  • Optimism Reigns among Millennials
  • Table 2-2: Consumer Confidence, 18- to 29-Year-Olds vs. Other Age Groups
  • Young College Grads Have Most Confidence in Their Futures
  • Table 2-3: Consumer Confidence, 22- to 29-Year-Olds by Education Level
  • Cultural Ties Mask Diversity of Lifestyles and Life Stages in Millennial Population
  • Marketing Trends
  • Younger Millennials' Privacy Concerns Less of a Barrier to Marketers
  • Table 2-4: Attitudes toward Corporate Use of Personal Information, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Second-Screen Generation Creates Challenges and Opportunities for Marketers
  • Television Remains Important Platform to Reach Adult Millennials
  • Marketers Advised to Learn the Language of 18- to 24-Year-Olds
  • Retailers Move to Reinvent In-Store Service to Accommodate Millennials
  • Virgin Mobile Seeks to Capitalize on Millennials' Preference for Data over Voice
  • Marketers Need to Reach Out to Millennials Wherever They Are
  • Marketing Opportunities
  • Following the Money Will Lead Marketers to Older Millennials
  • Millennials on Campuses Today Set to Become Affluent Consumers of Tomorrow
  • Figure 2-2: Mean Income of 25- to 34-Year-Olds by Level of Educational Attainment, 2010
  • Multicultural Youth Key to Growth Strategies
  • Table 2-5: Multicultural Adults as Percent of U.S. Adult Population by Age Group, 2010 (in thousands)
  • Table 2-6: Multicultural Population Growth as Percent of Total Population Growth of 20- to 29-Year Olds, 2010 vs. 2015
  • Millennial “Fusionistas” Require New Marketing Strategies
  • Table 2-7: Media Consumption Habits of 18- to 29-Year-Old Latinos, English vs. Spanish
  • Hip-Hop Culture Still Offers Marketing Platform
  • Millennials Key Segment in Home Electronics Market
  • Table 2-8: Planned Purchases of Consumer Electronics Products, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Table 2-9: Ownership of Digital Tablets and Personal Computers at Home, Latino and non-Latino 18- to 29-Year-Olds vs. Other Age Groups
  • Millennials Have Their Own Ideas about Food
  • Table 2-10: Attitudes toward New Drinks and Food Products, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Millennials Still Important to Auto Makers
  • Figure 2-3: Percent Planning to Purchase Vehicle within the Next 12 Months, 22- to 29-Year-Old vs. Other Consumers by Age Group

Chapter 3: Market Overview

  • Size of the Adult Gen-Y Population
  • 22% of U.S. Adults Belong to Generation Y
  • Table 3-1: Adult Gen-Y Population as Percent of Total U.S. Adult Population, 2010 (in thousands)
  • 18- to 24-Year-Olds Form Majority of Gen-Y Adults
  • Table 3-2: Size of Adult Gen-Y Population by Age Group, 2010 (in thousands)
  • Population of Older Millennials Projected to Grow at Faster Rate
  • Table 3-3: Projected Growth in the Adult Gen-Y Population by Selected Age Group, 2010 vs. 2015 (in thousands)
  • Buying Power of Adult Millennials
  • Aggregate Income of Millennials Approaches $1 Trillion
  • Table 3-4: Aggregate Income of 18- to 29-Year-Olds by Age Group, 2010
  • Figure 3-1: Aggregate Income, 18- to 24-Year-Olds vs. 25- to 29-Year-Olds, 2010
  • 25- to 29-Year-Olds with Full-Time Jobs Key Element of Adult Millennial Market
  • Table 3-5: Aggregate Earnings of 18- to 29-Year-Olds by Age Group and Work History, 2010
  • Men and Non-Hispanic Whites Responsible for Largest Shares of Gen-Y Income
  • Table 3-6: Aggregate Income of 18- to 29-Year-Olds by Selected Demographic Characteristics, 2010
  • Adult Millennials Trail other Age Groups in Financial Clout
  • Table 3-7: Aggregate Income by Age Group, 2010
  • Aggregate Income of Gen-Y Adults Will Exceed $1 Trillion in 2016
  • Table 3-8: Projected Growth in Aggregate Income of 18- to 29-Year-Olds, 2011-2016
  • Younger Millennial Market Segment Will Experience Slower Growth
  • Table 3-9: Projected Growth in Aggregate Income of 18- to 24-Year-Olds, 2011-2016
  • Table 3-10: Projected Growth in Aggregate Income of 25- to 29-Year-Olds, 2011-2016
  • Table 3-11: Percent of Aggregate Income Growth of 18- to 29-Year-Olds by Age Group, 2011-2016

Chapter 4: Personal Profile of Gen-Y Adults

  • Demographic Highlights
  • Gen-Y Adults at Distinct Life Stage
  • Table 4-1: Events Experienced in Last 12 Months, Gen-Y Consumers vs. All Adult Consumers
  • Gen-Y Population Has Strong Multicultural Orientation
  • Table 4-2: Selected Demographic Characteristics, Gen-Y vs. All Adult Consumers
  • Gender Gap on Campuses Creates Educational Disparity between Gen-Y Women and Men
  • Table 4-3: Educational Profile of 18- to 29-Year-Olds by Gender, 2010
  • Table 4-4: Educational Attainment of 18- to 29-Year-Olds by Gender
  • Part-Time Employment Hallmark of Younger Millennials
  • Table 4-5: Employment Profile, Gen-Y Consumers by Age Group vs. All Adult Consumers
  • Unemployed Millennials Expect to Be Working Soon
  • Table 4-6: Employment Plans of Unemployed, Gen-Y Consumers by Age Group vs. All Adult Consumers
  • One in Four Millennials Lives in Household with Income of $100,000 or More
  • Table 4-7: Household Income, Gen-Y Consumers by Age Group vs. All Adult Consumers
  • Marriage and Family
  • Most Millennials Live in Family Environment
  • Table 4-8: Living Arrangements of 18- to 29-Year-Olds by Age Group, 2011
  • Gen-Y Males Much More Likely to Boomerang Home to Parents
  • Table 4-9: Profile of 25- to 29-Year-Olds Living in Household of Parent, 2011
  • Marriage Makes Inroads on Life Styles of Older Millennials
  • Table 4-10: Marital Status of 18- to 29-Year-Olds by Gender and Age Group, 2011
  • Figure 4-1: Percent of 18- to 29-Year-Olds Currently Engaged to Be Married by Age Group
  • 15% of Older Millennials Live as Opposite-Sex Unmarried Couple
  • Table 4-11: 15- to 29-Year-Olds Living as Partners in Opposite-Sex Unmarried Couples by Presence of Children under 18, 2011 (in thousands)
  • Many Millennials Are Part of Same-Sex Couples
  • Parents a Key Segment of Adult Millennial Population
  • Figure 4-2: Percent of 18- to 29-Year-Olds by Age Group Who Are Parents
  • Core Values: What Makes Millennials Different
  • New and Unconventional Things Appeal
  • Table 4-12: Attitudes toward Trying New Things, Gen-Y Consumers vs. Other Adult Consumers by Age Group
  • Table 4-13: Attitudes toward Risk-Taking, Gen-Y Consumers vs. Other Adult Consumers by Age Group
  • Cell Phones Form Ties that Bind
  • Table 4-14: Attitudes toward Friends and Family, Gen-Y Consumers vs. Other Adult Consumers by Age Group
  • Desire for Material Success Drives Gen-Y Adults
  • Table 4-15: Attitudes toward Work and Money, Gen-Y Consumers vs. Other Adult Consumers by Age Group
  • Millennials See Selves as Influencers
  • Table 4-16: Influencing Others, Gen-Y Consumers vs. Other Adult Consumers by Age Group
  • Social and Political Values
  • Religion Less Important to Gen-Y Adults
  • Table 4-17: Importance of Religion, Gen-Y Consumers vs. Other Adult Consumers by Age Group
  • Conservatives Outnumber Liberals
  • Table 4-18: Political Profile, Gen-Y Consumers by Age Group vs. All Adult Consumers
  • Millennial Adults Espouse Libertarian Political Values and Conservative Social Values
  • Table 4-19: Social and Political Values, Gen-Y Consumers vs. Other Adult Consumers by Age Group
  • Concern for the Environment Drops Off among Millennials
  • Table 4-20: Attitudes toward the Environment, Gen-Y Consumers vs. Other Adult Consumers by Age Group

Chapter 5: Millennials and Money

  • Use of Credit and Debit Cards by Gen-Y Adults
  • One-Third of Gen-Y Adults Have or Use Credit Cards
  • Table 5-1: Ownership and Use of Credit Cards, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials Demonstrate Responsibility in Use of Credit Cards
  • Table 5-2: Frequency of Use and Payment Patterns of Credit Card Users, 18- to 29-Year-Old vs. All Credit Card Users
  • Millennial Credit Card Users Display Distinct Characteristics
  • Table 5-3: Demographic Profile of 18- to 29-Year-Olds, Credit Card Users vs. Non-Users
  • ATM/Debit Cards More Commonly Used by Gen-Y Consumers
  • Table 5-4: Use of Debit/ATM Cards, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Younger Millennials More Apt to Use Debit Cards
  • Table 5-5: Demographic Profile of 18- to 29-Year-Olds, Debit vs. Credit Card Users
  • Use of Banking and Other Financial Services
  • Checking Accounts Sparse among Millennials
  • Table 5-6: Bank Accounts Currently Have, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Online Banking Popular among Gen-Y Consumers
  • Figure 5-1: Percent Going Online for Banking Services in Last 30 Days, 18- to 29-Year-Olds vs. All Adults
  • Older Millennials Important Customers for New Car Loans
  • Table 5-7: Loans Currently Have, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Older Millennials Begin to Accumulate Wealth
  • Figure 5-2: Percent Owning Any Investments by Age Group
  • Table 5-8: Demographic Profile of 18- to 29-Year-Olds Owning Any Investments
  • Older Gen-Y Consumers Like to Pay Bills Online
  • Table 5-9: Method of Paying Bills, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Gen-Y Consumers Look to Online Tax Software and On-Site Services to Help Prepare Tax Returns
  • Table 5-10: Method of Preparing Taxes, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Tax Preparation Choices Driven by Demographics
  • Table 5-11: Demographic Comparison of 18- to 29-Year-Olds Using On-Site Services and Online Tax Preparation Software

Chapter 6: What Makes Gen-Y Shoppers Tick

  • Highlights of Shopping Behavior
  • Shopping a Form of Entertainment for Millennials
  • Figure 6-1: Percent of Men Who Really Enjoy Any Kind of Shopping, 18- to 29-Year-Olds vs. Other Age Groups
  • Figure 6-2: Percent of Women Who Really Enjoy Any Kind of Shopping, 18- to 29-Year-Olds vs. Other Age Groups
  • Friends Influence Where Younger Millennials Shop
  • Table 6-1: Reasons for Store Selection, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Millennials on the Hunt for New Stores
  • Table 6-2: Attitudes toward Shopping at New Stores, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Millennials Like Shopping with Their Friends
  • Table 6-3: Shopping as a Social Experience, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Millennials Have Distinct Shopping Patterns
  • Table 6-4: Shopping Behavior, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Millennials Frequent Shopping Malls
  • Table 6-5: Visits to Malls in Last Four Weeks, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials Frequent Shoppers at Home Electronics Stores
  • Table 6-6: Shopping Patterns by Category of Store, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Frequent Gen-Y Shoppers Profiled
  • Table 6-7: Demographic Profile of 18- to 29-Year-Old Frequent Shoppers by Category of Retailer
  • Many Retailers Unusually Successful with Millennial Shoppers
  • Table 6-8: Most Popular Department/Discount/Clothing Stores, 18- to 29-Year-Old vs. 30+-Year-Old Men
  • Table 6-9: Most Popular Department/Discount/Clothing Stores, 18- to 29-Year-Old vs. 30+-Year-Old Women
  • Factors Influencing Purchasing Decisions of Gen-Y Shoppers
  • Online Sharing Sites Have Major Impact on Buying Decisions of Gen-Y Women
  • Table 6-10: Impact of Online Sharing Websites on Consumer Behavior, 18- to 29-Year-Old vs. Other Adult Consumers by Gender and Age Group
  • Internet Ads Have Twice the Impact on Millennials
  • Table 6-11: Form of Internet Ads Leading to Purchase Very Often/Often/Somewhat Often, 18- to 29-Year-Old vs. All Adult Consumers
  • Millennials More Interested in Cell Phone Ads
  • Table 6-12: Attitudes toward Cell Phone Ads, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Price Matters Less to Millennials
  • Table 6-13: Importance of Price, 18- to 29-Year-Old vs. Other Adult Consumers by Gender and Age Group
  • Overview of Purchasing Patterns
  • Gen-Y Shoppers Compare Favorably with Consumers in 45+ Age Group
  • Table 6-14: Products Bought in Last 12 Months, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • High Earning Millennials More Likely to Make Major Purchases
  • Table 6-15: Demographic Profile of 18- to 29-Year-Olds by Type of Major Purchase in Past 12 Months
  • Consumer Expenditure Patterns of Younger Millennials Highlight Diversity in Lifestyle and Life Stages
  • Table 6-16: Characteristics of Consumer Units Headed by Consumers Under 25 Years of Age, 2010
  • Table 6-17: Consumer Expenditure Categories with Above-Average Expenditures by Consumer Units Headed by Consumers Under 25 Years of Age, 2010
  • Online and Catalog Shopping
  • Gen-X Shoppers Outpace Millennials Online
  • Figure 6-3: Percent Making Online Purchase in Last 12 Months, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Table 6-18: Items Ordered Online in Last 12 Months, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Well-Paid College Grads Lead Millennials in Online Spending
  • Table 6-19: Amount Spent Online in Last 12 Months, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Table 6-20: Demographic Profile of 18- to 29-Year-Olds Spending $500 or More Online in Last 12 Months
  • Catalog Shopping Has Low Priority for Millennials
  • Table 6-21: Catalog Shopping in Last 12 Months, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group

Chapter 7: Millennials and the Media: Decoding the Second-Screen Generation

  • Multitasking Millennials and Television
  • Today's Gen-Y Adults Grew Up Multitasking
  • Most Millennials Involved with Second Screen While Watching TV
  • Table 7-1: Activities Performed Very Often/Often/Somewhat Often While Watching TV, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Different Second Screens Have Different Audiences
  • Table 7-2: Demographic Profile of 18- to 29-Year-Olds Using Other Forms of Screen Entertainment While Watching TV by Type of Screen Entertainment
  • Online TV Captures Attention of Millennials
  • Figure 7-1: Percent Watching Videos, Television Programs or Movies Online, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • TV Maintains Hold on Millennials
  • Table 7-3: Attitudes toward Television and Radio, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Table 7-4: Most Popular Cable Television Channels, 18- to 29-Year-Olds vs. Other Adults
  • Multitasking Often Deepens Involvement of Millennial Viewers with TV Shows
  • Millennials Most Likely to Use Social Sharing Websites to Follow TV Shows
  • Table 7-5: Media Followed on Social Sharing Websites, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • TV Commercials More Interesting to Millennials than They Are to Older Viewers
  • Table 7-6: Attitudes toward Television Advertising, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials and Social Media
  • Millennial Women in Forefront of Social Media Revolution
  • Figure 7-2: Percent Using Social Media, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Figure 7-3: Percent Using Social Media, 18- to 29-Year-Old vs. Other Consumers by Age Group and Gender
  • Millennial Women Most Likely to Visit Online Sharing Sites
  • Table 7-7: Use of Online Sharing Websites, 18- to 29-Year-Old vs. Other Adult Consumers by Gender and Age Group
  • Gen-Y Women Blog More than Any Other Consumer Segment
  • Figure 7-4: Percent Visiting Blogs Six or More Times in Last 30 Days, 18- to 29-Year-Olds vs. Other Age Groups by Gender
  • Gen-Y Women Most Likely to Share Their Own Thoughts on Social Media
  • Table 7-8: Involvement in Social Sharing Websites, 18- to 29-Year-Old vs. Other Adult Consumers by Gender and Age Group
  • Millennials and Radio
  • Radio Is Important to Millennials
  • Table 7-9: Attitudes toward Radio, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Internet-Only Radio Popular with Gen-Y Listeners
  • Table 7-10: Listening to Online Radio, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennial Women More Avid Radio Listeners
  • Table 7-11: Most Popular Radio Formats among 18- to 29-Year-Old Men and Women
  • Millennials and Print Media
  • Magazines Matter to Millennials
  • Table 7-12: Attitudes toward Print Media, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Table 7-13: Readership of Newspapers, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Older Millennials More Likely to Turn to Online Versions of Print Media
  • Table 7-14: Readership of Magazines and Newspapers Online, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Gender Gap in Magazine Preferences Wider among Millennials
  • Table 7-15: Most Popular Magazines among 18- to 29-Year-Old Men and Women
  • Table 7-16: Most Popular Magazines among Adults 30 Years Old and Over by Gender

Chapter 8: Millennials and Technology

  • Overview
  • Youngest Millennials Can't Do Without Gadgets
  • Table 8-1: Attitudes toward Owning Gadgets, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials Are Influencers
  • Table 8-2: Influence on Home Electronics Purchasing Decisions of Others, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Price Matters less to Youngest Millennials
  • Table 8-3: Factors Affecting Purchase of Home Electronics, 18- to 29-Year-Old Consumers vs. Other Adult Consumers by Age Group
  • Computers and the Internet
  • Younger Millennials Depend on Their Computers for Entertainment
  • Figure 8-1: Percent Agreeing Computer Is a Primary Source of Fun and Entertainment, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials Log More Hours on Computers
  • Table 8-4: Ownership and Use of Personal Computers, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Gen-Y Tied to the Internet
  • Table 8-5: Use of the Internet, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Online Activities of Millennials Differ Dramatically
  • Table 8-6: Online Activities-Used/Visited in Last 30 Days, 18- to 29-Year-Old vs. All Adult Consumers
  • Gender Differences Apply to Internet Usage of Millennials
  • Table 8-7: Website Groupings Visited, 18- to 29-Year-Old vs. Other Adult Consumers by Gender and Age Group
  • Ownership and Use of Selected Consumer Electronics Products
  • iPods Part of Millennials' Lifestyle
  • Table 8-8: Ownership of Portable MP3/Digital Media Players, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials Show Less Interest in E-Readers
  • Table 8-9: Purchase of E-Books and Books in Last 12 Months, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials and Their Cell Phones
  • Cell Phones Ubiquitous Feature of Millennials' Lives
  • Figure 8-2: Percent Owning Cell Phones, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Youngest Millennials See Cell Phone as a Way to Express Themselves
  • Figure 8-3: Percent Agreeing “My Cell Phone Is An Expression of Who I Am,” 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials Use Cell Phones as Critical Information Source
  • Table 8-10: Use of Cell Phones, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Cell Phone Features Mean More to Younger Millennials
  • Table 8-11: Attitudes toward Cell Phone Features, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Table 8-12: Additional Cell Phone Services, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Unlimited Text Messaging Plans More Popular with Millennials
  • Table 8-13: Cell Phone Subscription, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Vision of More Advanced Technology Can Entice Youngest Millennials to Switch Cell Phone Service Providers
  • Table 8-14: Attitudes toward Service Providers, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Smaller Providers Attract Millennials
  • Table 8-15: Cell Phone Service Provider, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Millennials Dig Deep to Pay for Expensive Cell Phones
  • Table 8-16: Amount Spent on Most Recent Cell Phone Purchase, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Table 8-17: Cell Phone Brands Owned, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • Many Millennials Part of Family Cell Phone Plan
  • Table 8-18: Type of Cell Phone Plan, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group
  • High Cell Phone Bills Part of Millennial Lifestyle
  • Table 8-19: Amount Spent on Last Month's Cell Phone Bill, 18- to 29-Year-Old vs. Other Adult Consumers by Age Group

Chapter 9: Gen-Y Consumer Highlights: Fashion and Entertainment

  • Fashion
  • Gen-Y Men Are Fashion-Forward
  • Table 9-1: Keeping up with Fashion, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Latest Styles Attract Attention from Millennials
  • Table 9-2: Staying in Style, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Millennials Enjoy Shopping for Clothes
  • Figure 9-1: Percent Who Really Enjoy Shopping for Clothes, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • New Clothes a Must for Millennials
  • Table 9-3: Buying Clothes, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Jeans and Sneakers Remain Important to Millennials
  • Table 9-4: Purchase of Jeans in Last 12 Months, 18- to 29-Year-Old vs. All Consumers by Gender
  • Table 9-5: Purchase of Sneakers/Athletic Shoes in Last 12 Months, 18- to 29-Year-Old vs. All Consumers by Gender
  • Apparel Choices Differ
  • Table 9-6: Purchase of Men's Apparel & Accessories in Last 12 Month, 18- to 29-Year-Old Men vs. All Men
  • Table 9-7: Purchase of Women's Apparel & Accessories in Last 12 Month, 18- to 29-Year-Old Women vs. All Women
  • Entertainment
  • Live Entertainment Events Attract Millennials
  • Table 9-8: Attendance at Live Entertainment Events in Last 12 Months, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Hip-Hop Retains Hold on Millennials
  • Table 9-9: Favorite Music Types, 18- to 29-Year-Olds, Non-Hispanic White vs. Multicultural
  • Millennials Most Likely to Download Music
  • Table 9-10: Purchase of Music in Last 12 Months, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Younger Millennials Vital to Hollywood
  • Figure 9-2: Percent Attending Movie in Last Six Months, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Table 9-11: Number of Times Attended Movies in Last 90 Days, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Table 9-12: Type of Movie Seen in Last 90 Days, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Millennials Matter When a New Film Opens
  • Table 9-13: When Usually Go to See a Movie, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • 3-D Movies of More Interest to Millennials
  • Figure 9-3: Percent Seeing 3D Version of Movie If Available, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Video Games Prime Entertainment Tool for Millennial Men
  • Table 9-14: Percent Owning or Playing Video Games, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Table 9-15: Percent Playing Video Games Five or More Hours in Last Seven Days, 18- to 29-Year-Old vs. Other Consumers by Gender and Age Group
  • Leisure Activities Reflect Age and Life Stage of Millennials
  • Table 9-16: Most Popular Leisure Activities/Hobbies, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Team Sports Part of Millennial Lifestyle
  • Table 9-17: Most Popular Sports, 18- to 29-Year-Old vs. Other Consumers by Age Group
  • Appendix: Addresses of Selected Millennial Market Resources
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