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BOOMERS VS. MILLENNIALS
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BOOMERS VS. MILLENNIALS

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    • 1. THE GENERATIONAL DIVIDE BOOMERS VS. MILLENNIALS John Torres, VP, Product Innovation
    • 2. Help our clients have the most complete understanding of consumers worldwide. OUR MISSION
    • 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3 HOW DO WE DEFINE THEM? MILLENNIALS Age: 19 – 36 years Total in US: 72.5 MM Most educated Less likely to be married BOOMERS Age: 49 – 67 years Total in US: 83.1 MM Wealthiest Generation
    • 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 Birth Rate TotalBirths(MM) BirthRate Total Births (MM) Boom & Bust 21st CenturyWar & Recovery Cold War Chivalry BoomersGI Gen Gen X Gen ZMillennials G1 Authority Figures G2 Counter- Culturals G3 Brady Boomers G5 iM Dotcomers G6 Social Netizens G4 Indie Vanguard G7 Born Digitals Great Depression Baby Boom Begins Feminism & Birth Control Echo Boom (Boomers’ Babies) Immigrants Galore Roaring 20’s WW II Ends GENERATIONS DEFINED Well Nielsen, of course~ But using different data for a different purpose.
    • 5. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 5 Boomers are marketing ‘Tidal Wave’ with surging spend Will control 70% of disposable income; will inherit trillions Account for 49% of total Consumer Packaged Goods sales A third of all online, social media & heavy internet usage Reach via social media & mobile; 40% of wireless base Need for personalization and customization BIG TAKEAWAYS FOR BOOMERS
    • 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 6 2 DISTINCT SEGMENTS OF BOOMERS YOUNG BOOMERS Age: 49 – 57 years Total in US: 44.2 MM Median Income: $64K Many Still Have Kids at Home More Tech Savvy than Older Boomers OLDER BOOMERS Age: 58 – 67 years Total in US: 38.9 MM Median Income: $59K Many Retired Empty Nesters
    • 7. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 7 Age: 19 – 27 years Total in US: 31.3 MM Median Income: $25K Still in School Living with Parents Earliest Adopters 2 DISTINCT SEGMENTS OF MILLENNIALS YOUNG MILLENNIALS OLDER MILLENNIALS Age: 28 – 36 years Total in US: 41.2 MM Median Income: $48K Establishing Careers Starting Families
    • 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 8 BRAZIL boomers 17% millennials 30% INDIA boomers 14% millennials 30% CHINA boomers 21% millennials 28%
    • 9. 16% unemployed (under 25) control 70% of disposable income
    • 10. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 10 almost 50% of all FMCG sales 80% of leisure travel spending $5,689 more debt than their parents at the same age (born 1980-84) spend 82% of their income
    • 11. what are they doing?
    • 12. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 12 50% have 3 or more TVs 76% own a smartphone almost half of zero-TV homes are under age 35
    • 13. #1 Boomer show not even in top 30 for Millennials watch 174hours per month
    • 14. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 14 32% tweet on the toilet 2x more likely to read a newspaper
    • 15. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 15 36% have never updated 3X more “friends”
    • 16. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 16 Make up half of bloggers 4x more likely to belong to a civic club
    • 17. HOW CAN YOU REACH THEM?
    • 18. where art meets science
    • 19. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 19 THE BOOMER BRAIN THE BOOMER BRAIN likes repetition is easily distracted doesn’t process the negative is more open to information High emotional resilience
    • 20. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 20 nostalgic relatable positive friendly lighthearted approachable storytelling 
    • 21. too cool mean-spirited at-me animated sarcastic fast-paced immature weird intrusive 
    • 22. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 22 THE MILLENNIAL BRAIN THE MILLENIAL BRAIN likes dynamic stimuli and bright color has a good short-term memory bleeding over communication is good at multi-sensory processing
    • 23. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 23 relatable intenseoffbeat sarcastic extreme slapstick
    • 24.  passive unrelatable too old too detailed soft/safe music static stimuli
    • 25. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 25 HARDWIRED UNTETHERED BY APPOINTMENT ALWAYS ON LISTENERS SHARERS PHYSICAL VIRTUAL
    • 26. MILLENNIAL MYTHS
    • 27. COMMON MYTH #1 MILLENNIALS ARE ALL NARCISSISTS
    • 28. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 2828 Millennials value about self-expression, but also care about family and social Issues. WE CARE 75% Made a financial donation to a non-profit last year 63% Feel its their responsibility to care for their parents in old age 57% Did volunteer work last year 50% Will spend more on products from socially responsible companies
    • 29. COMMON MYTH #2 MILLENNIAL AMERICAN DREAM = WHITE PICKET FENCE IN THE SUBURBS
    • 30. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3030 WE ASPIRE TO STAY IN THE CITIES The “American Dream” no longer means a comfortable home in the suburbs – Millennials aspire to stay in the cities rather than moving to the suburbs or rural areas. 62% Prefer to live in mixed-use communities in urban areas 40% Aspire to live in urban areas in the future Austin, Salt Lake City, San Diego and Los Angeles have the highest concentration of Millennials
    • 31. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3131 WE ASPIRE TO STAY IN THE CITIES MILLENNIAL CONCENTRATION Higher out West than back East HIGHEST BOOMER CONCENTRATION Portland-Bar Harbor ME, Burlington, VT , Albany,NY 16% Of Austin is Millennial. Highest in U.S.
    • 32. COMMON MYTH #3 MILLENNIALS ARE ALL BROKE
    • 33. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3333 SOME OF US ARE AFFLUENT Millennials have been hit hard by the Recession as a whole, but they also make up a larger percentage of those with $2MM+ in assets (more than Gen X). 2.5MM Millennial HHs bring in $100K+ Income 15% Of those with $2MM in assets are Millennials 8% Own Businesses Rich Millennials live in DC, San Francisco, Bos ton and New York
    • 34. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 34 YOUNG MILLENNIALS OLDER MILLENNIALS $15.0K Median Wealth Income Producing Assets $35.5K 75 Percentile Wealth Income Producing Asset $7.9K Median Wealth Income Producing Assets $71.9K Median Wealth Income Producing Asset NIELSEN REPORTS US MEDIAN WEALTH NOW $23.6K
    • 35. COMMON MYTH #4 MILLENNIALS ARE FRIVOLOUS SPENDERS
    • 36. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3636 WE LOVE DEALS & AUTHENTICITY Millennials are bigger deal and discount shoppers than any other generation. 57% More likely than average to visit Etsy.com Top 20 Apps are Retail or Deal Focused 31% Of Millennial shopping dollars are spent on deals
    • 37. COMMON MYTH #5 PRINT IS DEAD FOR MILLENNIALS
    • 38. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3838 WE READ AND SHARE Millennials aren’t reading the Sunday paper, but they are the biggest magazine readers. 2X More likely to read Cosmo, Rolling Stone &Wired 1.5X More likely to read Spanish Language Magazines
    • 39. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 39 Find us in the cities (or still living with Mom and Dad) Respect our authenticity, creativity and diversity Support our causes Give us a deal Reach us via social media and mobile Relate to us BIG TAKEAWAYS FOR MILLENNIALS
    • 40. THANK YOU Questions? John Torres John.torres@nielsen.com

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