Scarborough Millennials Infographic
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Scarborough Millennials Infographic

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Getting inside the Millennial mind

Getting inside the Millennial mind

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    Scarborough Millennials Infographic Scarborough Millennials Infographic Document Transcript

    • A SCARBOROUGH INFOGRAPHIC millennials. OMG: Getting Inside the Millennial Mind Local market consumer insights company Scarborough has been providing insights into the elusive Millennial* generation in the 18-29 year old age range in a series of new analyses. Scarborough’s complimentary study uncovers Millennials’ unique media trends while a new Dialog article focuses on finance and spending. In the following attitudinal analysis, Scarborough uncovers the attitudes that motivate the purchasing decisions and lifestyle behaviors of the 20 percent of American adults who are Millennials. By understanding Millennial attitudes—what motivates them and makes them tick—marketers and advertisers can craft a more intuitive marketing mix to appeal to this young audience. � FOLLOW US ON & 20% � OF ALL MILLENNIALS: Millennials make up 27% years old of the U.S. adult population. are 18-20 33% years old are 21-24 Scarborough surveys Millennial adults age 18-29. 40% years old are 25-29 TOP LOCAL MARKETS for millennials 26% City, UT For purchase information about this, or any Salt Lake other consumer topics, please contact: 24%CA Fresno, 27% CA Scarborough Bakersfield, Haley Dercher • 646.654.8426 26% TX HDercher@scarborough.com127% of the Bakersfield adult population El Paso, info@scarborough.com2are millennials, making it the top local www.scarborough.commarket for the millennial generation. 25% TX dialog.scarborough.com Harlingen, 1 members of the press, 2 all others Source: Scarborough USA+ Study, Release 1, 2012 — Scarborough/GFK MRI Attitudinal Insights Data. © 2012 Scarborough Research. *“Millenials” are adults age 18-29.
    • 33% ofthat they’re agree Millennials 11% John Millennial my dad is getting me a tablet PC for my next bday! 11 months ago among the first of NEW! 11% of Millennials live in a Try Me! household that plans to buy a their friends and tablet PC in the next 12 months.colleagues to try new 10% Jane Millennial ...and mytechnology products. mom is gonna get me a new smartphone! 10 months ago 10% of Millennials live in a One out of three Millennials like this. household that plans to buy a smartphone in the next 12 months. John Millennial 1 hour ago near a computer This is seriously one of my favorite 34% more likely to is agree that going online things to be doing right now. one of their favorite 34% of Millennials agree with this. things to do with their free time.65% of Millennialsprices thatthey like to compare agreeacross different sites beforepurchasing something online. Compare prices Scarborough info@scarborough.com
    • ��� 36%36% of Millennials hold Millennials are 41%��� a white collar job, while29% 29% of Millennials hold a blue collar job. more likely than all U.S. adults to agree that they strive to achieve a high social status. Millennials are 26% more likely than all U.S. adults to 41% agree that they consider John Millennial changed their themselves sophisticated. desired social status to high. 3 minutes ago while pondering life goals 69% ofagree � �� 69% Millennials they consider themselves to be very sociable. 41% of Millennials are more likely to agree. 42,999,685 Millennials like this. ��� 47% Another Millennial we’re also 47% more likely to agree that we like to live a lifestyle that impresses others. 32% 2 minutes ago Millennials are more likely to agree that they’re influenced by ��� 41% Working Millennial i just want to make it to the top of my profession! 1 minute ago what’s hot and what’s not. 41% of Millennials are more likely to agree. ��� 13% Salaried Millennial I’m just working primarily for the salary... 1 minute ago Scarborough 13% of Millennials are more likely to agree. info@scarborough.com
    • 59% 59% ofare Millennials “Savers” rather info@scarborough.com Scarborough than “Spenders.” Mi ard ialC le ille nn Mil ard rdM nialC ille nn lCa n nia ille rdM nial len dM lCa len Mil alC ar nia Mil ard nni len ard lCa alC Mil nia 27% nni ille ard alC len ille rdM nialC nni Mil ard M lCa ille ard alC ard nia llen rdM nialC nni rdM i alC ille n Mi a ille nni ard ialC len dM lCa 27% ille rdM nialC enn Mil Car nia Mil leOnly of Millennials M lCa ill ard al len ard nia ille n rdM nialC nni Mil ard n ialC llen dM lCa n ille ard nn ialC llen ille nn Mi ar nia ille rdM alC ille Mi ard ialC llen dM lCa nni ard nni al rdM nialC ille nn Mi ar nia ille rdM nialC ille lCa ard ialC len dM lCa n a agree that if they really n nia ille rdM nialC ill enn Mil Car lennia ille rdM nialC len lCa ard ial dM lCa John M M n Mil ard nia ille n rdM nialC enn Mil Car lennia ille rd rd alC ille n M lCa ill ard al M lCa lCa nni ard nia len rdM nialC nni Mil ard nia Mil len nia M illenn ille lCa rdM nialC il len ard nia lCa le n ille rdM nialC ard nn ialC Mil len ard 7891 ard n Mil Mil want something they nia ille rdM nialC len lCa ille ard ialC len nia lC ard ille rdM nialC nn ialC ard Mi llen ial nni alC ar dM Mil len nia lCa ard Mil le n nia lCa rd Mil ille nni alC ard ille rdM nialC n nia ard Mi llen nni alC a rdM nialC Mil len ill rdM nialC enn ard Mil nia lCa Mil le n 9252 ille rdM nialC ard ille nn ialC Mi llen ialC ar dM nia lCa ille n ille rdM nialC ard ille n nia lCa Mi llen lCa rd will buy it on credit llen ard lCa n ard len dM lCa n ard nia nia ille rdM alC enn Mil Car lennia ille rdM nialC len 1990 alC 4212 lCa ni ill ard al lCa il ard n M M nni ille ard nia len rdM nialC nni Mil ard nia ille n rdM nialC rdM nialC len Mil lCa ille ard ialC llen dM lCa n ia lCa n Mil ard nia ille n rdM nialC enn ardMi Car lennia ille ille alC len lCa ill al 0281 rd M M nni ard nni ard lCa  len Mil rather than wait. dM Mil nia Mil rdM alC ille Car lennia dMille lCard nni alC len ard lCa nni ard ialC Mil nia ille rdM nialC enn rdM i l nni alC a r  Mil len nia ard Mil le nia lCa rd ille nni alC rdM ille n alC ard M len nia lCa Mil len lCa rdM ill M ille nia lC ard ille   nn ialC ard Mi llen alC ardM len nia lCa Mil le nni lCa rd Mil nni alC ard ille n nia llen nni a lCa rdM nialC le n ille rdM nialC nni ard Mil nn ialC ard Mi llen nia ardM ille nia lCa rdM  Mil lCa ille ard alC len ard nia ille n rdM nialC nni Mil ialC il len dM lCa n ille ard dM lCa r nni a Mil le rdM nialC Car lennia dMille lCard lCa len nia Mil il ar ia len ard rdM ni alC ille nn Mil alC len ard nni rdM nialC ��� Mil lCa ille 27% Jane Millennial thx!! <3 @visa @amex @mastercard 49% of Millennials use llen nia nni alC ard Mi M llen ille nni alC a rdM ard this morning via MillennialGram any Visa card. ialC 25% of Millennials use any MasterCard. 12% of Millennials have 27% of Millennials would agree. used a major department store credit card in the ��� 73% Frugal Millennial i’d rather have something to look forward to. 1 minute ago past 3 months. 8% of Millennials use any 73% of Millennials would agree. American Express card.
    • 65% of Millennials use energy-efficient lightbulbs. 62% of Millennials recycle glass, plastic, or paper. 30% of Millennials drive less or use alternative transportation. 47% of Millennials agree that they are willing to pay more for an environmentally safe 47% product. ��� Jane Millennial we’re more51%thatMillennials 27% environmentally conscious than most. 4 minutes ago while comparing generations of 27% of Millennials are more likely to agree.agree being ableto customize an item ��� ? John Millennial do u agree that a company’s environmental record ismakes them more important in ur purchasing decisions? 3 minutes agowilling to purchase it. ��� 21% Jane Millennial YEAH, completely! 2 minutes ago while self-comparing to all U.S. adults 21% of Millennials are more likely to agree. 42,999,685 Millennials like this.
    • 41% moreadultsthan all U.S. likely YESto agree that when MILLE ONa celebrity designs a NNIA LSproduct, they’remore likely to buy it. MILLENNIAL’S 37% of Millennials agree OWN RECIPE! that they expect NNIAL’S40%agree the brands they MILLE OWN more buy to supportlikely to ALL PROFITS FOR CHARITY social causes.that a celebrityendorsementinfluences them 46% of Millennials agree thatto consider or buya product. they’re more likely to buy a brand that they know 67% of buying Millennials supports a charity. 45% ofthey’d pay agree that ��� Millennials agree that American products is 30% of Millennials live in a household extra for a product important... 30% that contributed to a religious organization in the past 12 months. that is consistent with the image they want ��� to convey. ...14% less likely than all U.S. adults. 12% of Millennials live in a household that 12% contributed to a healthcare or medical organization in the 12 months. Scarborough info@scarborough.com ��� 10% 10% of Millennials live in a household that contributed to a social care or welfare organization in the past 12 months.
    • 65%isofimportant toagree it Millennials Millennials are more likely than any othercontinue their family’s generation to havecultural traditions. diverse ethnic and racial 65% backgrounds.���23% John Millennial i’m more connected to my ethnic heritage than my parents! 8 minutes ago while perusing Wikipedia 43%ethnicity otheridentify as aas of Millennials 23% of Millennials are more likely to agree. race or than white, compared with 38% of Generation X ��� and 26% of Baby Boomers. 43% MILLENIALS��� ? Jane Millennial do u feel really good about seeing celebs in the media who share ur ethnic background? 3 minutes ago ��� �� 38% GEN X 26% BOOMERS For purchase information about this, or any other consumer topics, please contact: Scarborough���27% John Millennial @jmill yes! 2 minutes ago Haley Dercher • 646.654.8426 HDercher@scarborough.com1 info@scarborough.com2 27% of Millennials are more likely to agree. www.scarborough.com dialog.scarborough.com 1 members of the press, 2 all others