Generation Y around the world                  Results of our new global youth studyJoeri Van den Bergh      Follow @joeri...
// OUR COOL COUNTRIESSTUDY in 16 COUNTRIES WORLDWIDE4.056 consumers (15 – 25 y.o.), representative total country populatio...
IN OUR INTERNATIONAL STUDY WE’VEFOCUSSED ON 6 DIFFERENT TOPICSIn this report you’ll find out everything youneed to know ab...
THIS REPORT SHARES THE DETAILEDRESULTS FOR(click the country icon to read the country-specific press release)-    United S...
//GLOBAL
Gen Y, a.k.a. the millennial generation, boys and girlsbetween 15-30, is increasingly entering the job market.Since they a...
// HOT TAKEAWAYSGen Y is the internet generation. Online surfing is the number oneactivity during leisure time (especially...
//UNITEDSTATES
57                       n     % of t he America                  er     Y ’ers considto be a                s     themsel...
//Gen Yers IN THEIR LEISURE TIMEQ: During your leisure time, which of these activities do you like the most?Leisure time =...
//Gen Yers IN THE FUTUREQ: Suppose there weren’t any kind of limitations, which of the following things would you like to ...
// DNA OF BRANDSQ: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 mo...
// GEN Yers IN THE SPOTLIGHTSQ: In our daily lives, we are in contact with our friends and family, but also with companies...
// THE INFLUENCE OF Gen YersQ: We would like you to estimate the influence you have on your parents for each of the follow...
NEVER                                                                          EVER// Gen Yers ON THE JOB MARKETQ: Below y...
// Gen Yers AND THEIR CAREER PATHQ: How long do you see yourself working for your current employer? – Q: To what extent do...
// Gen Yers AND WORLD PROBLEMSQ: Below you have a list of global issues. Suppose you were in charge. Which of the followin...
// Gen Yers AND THEIR CHILDRENQ: What do you think you might do differently compared to your parents when raising your chi...
// GOD IS EVERYWHERE… ALSO IN THE U.S.A.Q: I believe there is a God                                                       ...
54                        an     % of  the Americe’s a                      r     Y’e rs think the     GOD!     39   % of ...
// Hot takeawaysUS Yers like to surf on the internet (34%) and hanging out withfriends (33%). They feel they get enough at...
//UNITEDKINGDOM
55                   s % of t he UK Y’er consider s to be a themselve rson! HAPPY pe     15    % do          comf es not f...
//Gen Yers IN THEIR LEISURE TIME                      Q: During your leisure time, which of these activities do you like t...
//Gen Yers IN THE FUTURE                      Q: Suppose there weren’t any kind of limitations, which of the following thi...
// DNA OF BRANDS                      Q: Brands and products can have several characteristics. Could you, from the list be...
// GEN Yers IN THE SPOTLIGHTSQ: In our daily lives, we are in contact with our friends and family, but also with companies...
// THE INFLUENCE OF Gen YersQ: We would like you to estimate the influence you have on your parents for each of the follow...
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
Generation Y around the World: global youth research by InSites Consulting
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Generation Y around the World: global youth research by InSites Consulting

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The results of an InSites Consulting global youth study. Sharing insights about generation Y and their future, which world problems millennials would tackle first, their view on work and brand.

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Generation Y around the World: global youth research by InSites Consulting

  1. 1. Generation Y around the world Results of our new global youth studyJoeri Van den Bergh Follow @joeri_insites on TwitterPieter De Vuyst http://www.howcoolbrandsstayhot.com
  2. 2. // OUR COOL COUNTRIESSTUDY in 16 COUNTRIES WORLDWIDE4.056 consumers (15 – 25 y.o.), representative total country population (region, gender, age).Data collected on proprietary research panels from InSites Consulting.To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure.
  3. 3. IN OUR INTERNATIONAL STUDY WE’VEFOCUSSED ON 6 DIFFERENT TOPICSIn this report you’ll find out everything youneed to know about Generation Y’s view onthe future, work and life.In the coming months we’ll focus on other GenY related topics separately. So follow us onTwitter, read the updates on our website andwatch our SlideShare for new presentations.Saw some cool stuff you want to discuss?Contact us! Joeri.vandenbergh@insites.euBut above all, start listening to Generation Y!
  4. 4. THIS REPORT SHARES THE DETAILEDRESULTS FOR(click the country icon to read the country-specific press release)-  United States-  United Kingdom-  Belgium NL FR-  The NetherlandsInterested in the results of Brazil, China,Denmark, France, Germany, India, Italy,Poland, Romania, Russia, Sweden or Spain?Contact us viaAnke.Moerdyck@InSites-Consulting.com
  5. 5. //GLOBAL
  6. 6. Gen Y, a.k.a. the millennial generation, boys and girlsbetween 15-30, is increasingly entering the job market.Since they are globally a bigger cohort than theirpredecessors (Gen X), their influence on society, politicsand business the next decades will be higher andcomparable to the influential Babyboomer generation.But this new active generation feels that they are nottaken serious at this point. Not only by politicians and thegovernment but also by corporations and brands.
  7. 7. // HOT TAKEAWAYSGen Y is the internet generation. Online surfing is the number oneactivity during leisure time (especially in China and India).Millennials look for social proximity as well though (like hanging outwith friends) and feel respected by the people surrounding them(partner, parents, friends).Russian, Chinese and Indian Yers feel they get enough attentionfrom brands (approx. 1/2). European Yers are less convinced.Regardless of the country, brands should create an own style andevoke happiness. For some countries (Romania, USA, China),authenticity is key, so is brand asset. Only a minority of Gen Yersacross the globe feel respected by the job market. Moreover theeconomic crisis is worrying a lot of Millennials.
  8. 8. //UNITEDSTATES
  9. 9. 57 n % of t he America er Y ’ers considto be a s themselve rson! HAPPY pe 20 % do comf es not fe homoortable i el equal sexu n hete ly al co r mpanosexual y and 19 s the % say ! drugs y use soft
  10. 10. //Gen Yers IN THEIR LEISURE TIMEQ: During your leisure time, which of these activities do you like the most?Leisure time = ‘me’- time!1 out of 3 likes surfing on the internet most in their leisure time. Hanging out with friends is just as popular. Listening to music is a strong third. 0% 10% 20% 30% 40% 50% 60% 70% Surfing on the internet 33% Hanging out with friends 33% Listening to music 29% Watching television 26% Gaming (computer / console) 25% Having sex 18% Reading (books, newspapers...) 18% Shopping 16% Sporting / Exercising 16% Hanging out, doing nothing 13% Going to the cinema 10% Checking my social networks 9% Cooking 8% Chatting / telephoning 7% USA Average cross studied countries Going out (bar, disco...) 7%N = 251 / F = No
  11. 11. //Gen Yers IN THE FUTUREQ: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous...15% of American youngsters want to become a musician/artist. Being a company leader (10%) comes in second, which is remarkable in thecurrent economical climate, but a lot less compared to other countries. American Y’ers do not want to become a TV-personality as such. 0% 5% 10% 15% …musician / artist 15% ...company leader 10% ...scientist 10% …writer / author 10% …actor/actress 9% ...model 9% ...kitchen chef 6% ...designer 5% …sport(wo)man 4% ...pop idol 3% …politician 3% …movie director 2% …comedian ...media figure USA Average cross studied countries …TV presenterN = 261 / F = No 251
  12. 12. // DNA OF BRANDSQ: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to?In their identity search, Gen Yers especially look for brands that are up-to-date (37%) and have an own style (33%).To achieve this, brands have to be real / authentic (32%) and unique (32%). 0% 10% 20% 30% 40% 50% 60% Up-to-date 36% Own style 33% Real / authentic 32% Unique 32% Clean reputation 30% Makes me feel happy 30% I can identify myself with 27% Fun 27% Cool 26% Clear and simple 23% Trendy 18% Takes into account health 15% Ecologically engaged 14% ...is luxurious and glamorous 13% USA Average cross studied countriesN = 251 / F = No
  13. 13. // GEN Yers IN THE SPOTLIGHTSQ: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world!Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get theattention they deserve from brands. Pay attention, these are the consumers of the future!Dear politicians, be aware of the youngsters revolt! NO YES 7% 75% Your partner NO 6% 74% YES Your mom NO 5% 67% YES Your family 4% 85% NO 9% 5% YES 67% 80% Your friends 4% 85% 6% 80% 15% 5% 63% 80% Your dad 4% 6% 85% 78% Rest NO 13% 5% 6% 9% 53% YES 80% 80% 75% Your colleagues / classmates 6% 78% Rest BOT 2 NO 13% 6% 9% 7% YES 50% 80% 75% 70% Your boss / teacher 6% 13% 78% 56% Rest BOT 2 - No influence at all 1 4% 85% 7% 70% 21% 5%9% 19% 32% 75% 80% 43% Brands 13% 56% BOT 2 1 - No2influence at all 4% 85% 6%7% 21% 70% 80% 39% 5% 23% 19% 80% 31% 43% Your neighbours 13%6% 30% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% 6% 80% The job market 33% 19% 9%43% 27% 43% 75%24% 6% 30% 78% 31% Rest BOT2 2 average / 2 / 2 average 21% 55% 7% 19% 39% 70% The government 9% 39% 43% 75% 19% 24% 30% 13% 31% 56% BOT 2 1 - No influence at average / 2 average / 2 all 4 7% 55% 70% 19% Politicians 48%43% 19% 17%24% 43% 13% 56% 1 - No influence at all – Definitely not 2 3 - Neutral 4 5 – Definitely of influence 55% 5 - A lot 21% 19% 39%N = 251 / F = No 19% 43%*N > 50 / F = if applicable 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%
  14. 14. // THE INFLUENCE OF Gen YersQ: We would like you to estimate the influence you have on your parents for each of the following aspects.Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when itcomes to adopting technologies (51%) and buying products/services (41%). Yers have limited influence on their parent’s clothing style (21%) andpolitical choices (18%) in the US. NO INFLUENCE INFLUENCE 17% 51% Adopting technologies Buying products/services NO 25% 41% YES Tv / movies NO33% 36% YES 4% 85% NO YES 31% 33% Visting shops 5% 80% 4% 85% 34% 6% 31% 80% Holiday destinations 5% 80% 4% 6% 85% 78% Rest 31% 30% NO Visiting bars, restaurants, museums, etc. 5% 6% 9% YES 80% 80% 75% 6% 78% Rest BOT 2 34% 28% NO Environmental behaviour 6% YES 9% 7% 80% 75% 70% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 44% 7% 26% 70% Music choice 5%9% 19% 75% 80% 43% 4% 13% 85% 56% BOT 2 brands- No2influence at all 1 37% 21% 26% 39% Preference 6%7% 70% 80% 5% 19% 80% 43% 37% 13% 6% 30% 26% 56% 78% 31% Rest1 - cities 2 VisitingNo influence at all average / 2 21% 39% 6% 80% 19% 9%43% 43% 75%24% 6% 45% 30% 78% 21% 31% Rest Clothing style BOT2 2 average / 2 / 2 average 21% 55% 7% 19% 39% 70% 9% 43% 75% 24% 30% 52% 13% 31% 18% 56% BOT 2 Political choices average / 2 1 - No influence at all 4 average / 2 55% 19% 7% 70% 43% 19% 24% 43% 13% 56% 1 - No influence at all 2 3 - Neutral 4 5 - A lot of influence 55% 21% 19% 39% 19% 43%N = 251 / F = No 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%
  15. 15. NEVER EVER// Gen Yers ON THE JOB MARKETQ: Below you can find a list of sectors. We would like to know which are the best sectors in the world to work in. Could you please indicate the sectors you would definitely like to work in? Andwhich sectors would you never want to work in? NEVER 2% 27% EVER 2% 24% NEVER 6%Young people are attracted to technology intensive companies. Their favourite sectors are ‘Pharmaceutics / healthcare’ (27%) and 6% EVER21% 20% ‘Computerand ICT’ (24%). The ‘Travel & entertainment sector’ is also very popular. 14% 3% 15% 18% 2% 10% 27% 12% 2% 5% 24% 10% NEVER 6% 6% 6% 8% 21% 20% 10% 10% EVER 2% 27% 2% 3% 2% 24% 15% 7% 6% 14% 5% 21% 18% 7% 6% 10% 11% 20% 12% 9% Pharmaceutical sector / healthcare sector 3% 3% 5% 16% 15% 27% 10% 10% 14% 6% 5% 18% 10% 6% Computer and ICT sector (software and hardware) 10% 6% 8% 15% 12% 24% 10% 8% 5% 2% 15% 10% 7% 5% Travel & entertainment 2% 5% 20% 24% 7% 3% 6% 10% 8% 3% 11% 21% 10% 18% 9% 3% Media, publishing and broadcasting sector 16% 27% 10% 4% 2% 7% The government 5% 16% 5% 18% 7% 16% 6% 0% 11% 15% 47% 9% 8% 4% Fashion 16% 12% 15% 10% 16% 5% 5% 20% 6% 3% Food & beverages 4%21% 14% 3% 15% 8% 15% 6%27% 5% 11%4% Financial services, banks and insurances 18% 0% 20% 3% Defense 21% 47% 9% 3% 4% 8% 27% 4% Cosmetic sector 18% 10% 0% 8% 47% 8% 4% 8% Retail sector Advertising & consulting 2% 7% Porn industry 41% 7% Automotive sector 8% 7% Nuclear energy sector Rest 14% 6% Telecommunications 7% 6% Catering sector No willingness 5% 5% Alcohol and tobacco sector 26% 4% Rest In my BOT3 sectors Fast food sector 30% 4% Chemical sector No willingness Neutral 10% 4% Rest Diamond sector 5% 3% NoOil/petrol sector willingness In my BOT3 sectors Neutral 20% 2% In my BOT3 sectors Neutral In my TOP3 sectorsN = 251 / F = No Neutral Neutral Willingness Neutral In my TOP3 sectors Rest
  16. 16. // Gen Yers AND THEIR CAREER PATHQ: How long do you see yourself working for your current employer? – Q: To what extent do you consider becoming self-employed in the near or distant future? Career path @ current employer Consideration to become Self-Employed 11% 13% 7% 6% Maximum 1 year 1 out of 10 American Millennials who 24% 30% are currently working, see themselves working their entire career for their current employer. For 38%, the career 13% path will lead them to a new job within 2 years. 20% Overall, half of the American Yers 22% 56% 32% considers to become self-employed. This is a lot less compared to the other studied countries. 10% 12% 17% 11% 34% 19% 16% Not at all Not a this stage Yes No Idea 17% 16% Maximum 1 year Maximum 2 years Maximum 5 years Maximum 10 years Entire careerN = 74 / F = If currently having a job N = 251 / F = No
  17. 17. // Gen Yers AND WORLD PROBLEMSQ: Below you have a list of global issues. Suppose you were in charge. Which of the following issues would you tackle first? You can move the items from left to right with the arrows or bydragging them. (The higher, the better)Of the top 5 world problems, 3 are related to ecological behaviour. Generation Y is a green generation!The economic crisis is worrying a lot of Millennials in the U.S.A. and the rest of the world. Global warming is considered to be a smaller problemby American youngsters compared to other countries. 14 13 12 11 10 9 8 7 6 5 4 3 2 1 11,2 9,1 8,8 7,9 7,8 7,6 7,4 7,3 7,2 7,1 6,9 6,1 5,7 4,8 0 Economic Air Water Global Racism Immigration Deforestation Lost Waste 3rd World Absence Genetically Globalisation Aging crisis pollution pollution warming Radicalism fossile mountain Under- business manipulated Identity loss population USA Average cross studied countries fuels developm. ethics foodN = 251 / F = No
  18. 18. // Gen Yers AND THEIR CHILDRENQ: What do you think you might do differently compared to your parents when raising your child(ren)?American generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to listening and being aneducator, they feel they’ll do a better job.Concerning to the other studied countries, American Yers will keep the same balance between being a ‘friend’ and an ‘educator’ when raisingtheir children. I would do exactly the same as my parents -2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0 Mild Strict Talking Listening Punishing Rewarding Impatient Patient Being a friend Being an educator Being supportive Give more responsibility Explain proactively Wait for questions Rational Emotional Help them to achieve something Help them being happy Pass them a certain lifestyle Let them find their own way USA Average cross studied countriesN = 164 / F = If having a child, or planning to have a child
  19. 19. // GOD IS EVERYWHERE… ALSO IN THE U.S.A.Q: I believe there is a God 33% 60% 32% 61% 25% 19% 39% 32% 23% 54% 78% 23% 80% 53% 75% 25%N = 261 / F = No / % represent the amount of people that (completely) agrees with this statement
  20. 20. 54 an % of the Americe’s a r Y’e rs think the GOD! 39 % of prep the Ame ared ric to FIG an Y’er HT fo s is N r the OT U.S.A .! 51 ’ers Ame rican Y % of the LOGICAL t! O an find ECour import i behav
  21. 21. // Hot takeawaysUS Yers like to surf on the internet (34%) and hanging out withfriends (33%). They feel they get enough attention from their directsocial environment (approx. 7/10), but they feel abandoned bybrands (21%), the job market (33%) and especially by thegovernment (39%) and the politicians (48%).They have a lot of influence on today’s financial powerfulconsumers though. Especially when it comes to adoptingtechnologies (51%) and buying products/services (41%), Gen Yershave a strong influence on their parents. these influential Gen Yersespecially look for contemporary brands (36%) that fit their ownstyle (33%).
  22. 22. //UNITEDKINGDOM
  23. 23. 55 s % of t he UK Y’er consider s to be a themselve rson! HAPPY pe 15 % do comf es not fe homoortable i el equal sexu n hete ly al co r mpanosexual y and 17 s the % say ! drugs y use soft
  24. 24. //Gen Yers IN THEIR LEISURE TIME Q: During your leisure time, which of these activities do you like the most? Leisure time = ‘me time’! 1 out of 3 yers prefers to surf on the internet.in their leisure time. Hanging out with friends comes second. Compared to other countries, music is a very powerful medium in the UK as more than 1 out of 4 youngsters take time to listen to it 0% 10% 20% 30% 40% 50% 60% 70% Surfing on the internet 34% Hanging out with friends 32% Listening to music 27% Watching television 22% UK Sporting / Exercising 20% Average cross studied countries Reading (books, newspapers...) 18% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% Gaming (computer / console) 17% Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Shopping 17% Having sex 15% Checking my social networks 15% Going out (bar, disco...) 14% Going to the cinema 11% Hanging out, doing nothing 9% Visit family 7% UK Average cross studied countries Making music (DJ, instrument...) 7% N = 249 / F = No
  25. 25. //Gen Yers IN THE FUTURE Q: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous... UK youngsters dream of becoming a sportsman (18%). Being a musician (12%) or company leader (8%) are second and third most important. UK Y’ers do not want to become a media figure or Politician. 0% 5% 10% 15% 20% 25% 30% …sport(wo)man 13% …musician / artist 12% ...company leader 9% ...scientist 9% …writer / author 8% …actor/actress 7% 20% 17% 15%22% 18% 17% 15% 14% 11% ...model 6% 9% 7% 7% ...designer 6% Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) …comedian 5% …movie director 4% ...pop idol 4% …TV presenter 3% ...kitchen chef …politician UK Average cross studied countries ...media figure N = 261 / F = No 249
  26. 26. // DNA OF BRANDS Q: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to? Gen Yers in the UK look for Unique brands (37%) that are up-to- date (33%). Today’s teenagers and twentiers are responsible and search for brands with a clean reputation and which make them happy. 0% 10% 20% 30% 40% 50% 60% Unique 37% Up-to-date 33% Makes me feel happy 31% Clean reputation 31% Own style 30% Real / authentic 27% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% Clear and simple 26% I can identify myself with Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising 25% Checking my social networks Reading (books, newspapers...) Fun 23% Cool 22% Trendy 19% ...has a high status 19% ...is luxurious and glamorous 14% ...has a clear position 14% UK Average cross studied countries N = 249 / F = No
  27. 27. // GEN Yers IN THE SPOTLIGHTSQ: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world!Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get the attentionthey deserve from brands. Pay attention, these are the consumers of the future!Dear politicians, be aware of the youngsters revolt! NO YES 0% 75% Your partner* NO 7% 74% YES Your mom NO 7% 72% YES Your friends 4% 85% Your family NO 6% 5% 71% YES 80% 4% 85% 6% 80% Your dad 15% 5% 60% 80% 4% 6% 85% 78% Rest Your colleagues / classmates NO 11% 5% 6% 9% 56% YES 80% 80% 75% 6% 78% Rest BOT 2 Your boss / teacher NO 16% 6% 9% 7% YES 45% 80% 75% 70% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 7% 70% Brands 21% 9% 19% 30% 75% 43% 5% 80% 4% 13% 85% 56% BOT 2 1 - No2influence at all 7% 21% 70% 39% Your neighbours 36% 6% 28% 80% 5% 19% 80% 43% 13%6% 30% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% The job market 42%6% 80% 21% 19% 9%43% 43% 75%24% 6% 30% 78% 31% Rest The government BOT2 2 average / 2 / 2 average 21% 55% 7% 19% 39% 70% 53% 17% 9% 43% 75% 24% 30% 13% 31% 56% BOT 2Politicians 1 - No influence at average / 2 61% 7% average / 2 all 4 55% 13% 70% 19% 43% 19% 24% 43% 13% 56% 1 - No influence at all – Definitely not 2 3 - Neutral 4 5 – Definitely of influence 55% 5 - A lot 21% 19% 39%N >200/ F = No 19% 43%*N > 50 / F = if applicable 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%
  28. 28. // THE INFLUENCE OF Gen YersQ: We would like you to estimate the influence you have on your parents for each of the following aspects.Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when itcomes to adopting products they buy (53%) and brands they prefer (42%). Yers have limited influence on their parent’s music choice (28%)and television programs they watch(19%). NO INFLUENCE INFLUENCE 20% 53% The products/services they buy The brands they like/prefer NO 22% 42% YES The shops they visit NO 22% 39% YES 4% 85% The political choices they make NO 25% 5% YES 37% 80% 4% 85% 29% 6% 33% 80% The bars, restaurants, museums, etc. they visit 5% 80% 4% 6% 85% 78% Rest The cities they visit NO 28% 5% 6% 9% YES 33% 80% 80% 75% 6% 78% Rest BOT 2 NO The technologies they adopt 32% 6% YES 9% 7% 32% 80% 75% 70% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 7% 70% Their environmental behaviour 33% 19% 32% 43% 5%9% 75% 80% 4% 13% 85% 56% BOT 2 1 - No2influence at all 7% 21% 70% 39% Their holiday destinations 36% 6% 29%80% 5% 19% 80% 43% 13%6% 30% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% The clothes they wear 6% 33% 43% 80% 29% 24% 19% 9% 43% 75% 6% 30% 78% 31% Rest BOT2 2 average / 2 / 2 average 55% 21% 28% 7% 19% 39% 28% 70% The music they listen to 9% 43% 75% 24% 30% 13% 31% 56% BOT 2 1 - No influence at average / 2 average / 2 all 4 7% 55% 70% 19% The television programmes and movies they watch43% 19% 46% 19% 24% 43% 13% 56% 1 - No influence at all 2 3 - Neutral 4 5 - A lot of influence 55% 21% 19% 39% 19% 43%N = 249 / F = No 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

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