1. Get more info on this report!
The 51 million adult members of the Millennial Generation (also known as Gen-Y) have
been hit harder than any other age group by the recession. Millennials have the highest
unemployment rate of all age groups, while those with jobs are most likely to have been
asked at some point during the recession to work fewer hours, switch to part-time
employment or agree to have their pay cut.
Yet, paradoxically, survey data show that Millennials are less likely than any other age
segment to have cut spending during the recession, and they are more optimistic than
other American consumers about the future of the American economy. Millennials in the
18- to 24-year-old age group have significant discretionary income, while many 25- to
29-year-olds are beginning high-income careers and are entering the heavy-spending
life stage of forming households and creating families. With an aggregate income of
nearly $1 trillion, adult Millennials can be expected to play a key role in the recovery of
the American economy and consequently offer significant opportunities to marketers of
a wide range of consumer goods and services.
The report begins with an assessment of trends shaping the adult Millennial market and
identifies opportunities available to marketers interested in connecting with Gen-Y
consumers. It continues with a forecast of the growth of the buying power of Gen-Y
consumers through 2015 and a detailed demographic profile of the Gen-Y population.
The next chapters analyze how Gen-Y consumers manage and spend money.
Individual chapters provide an in-depth view of the role of technology in the lives of
Millennials, an assessment of ongoing changes in the media consumption habits of
Gen-Y consumers and an overview of the leisure-time and entertainment patterns of
Millennials. The report concludes with an analysis of the attitudes and behavior of
Millennial consumers in the areas of fashion, food and automotive.
Additional Information
Market Insights: A Selection From The Report
Diversity a Hallmark of Millennials

2. Nearly 40% of Gen-Y adults are members of multicultural population groups. Hispanics
comprise 18% of the Gen-Y population, while Blacks account for 15% and Asians
approximately 4%. The 25- to 29-year-old segment is somewhat more diverse than the
18- to 24-year-old segment. [Table 4-2]
As seen in Table 4-3, the adult Gen-Y population reflects the remarkable difference in
the degree of diversity in the age groups above and below 45. Approximately 40% of
the population below the age of 45 is made up of Hispanics, blacks, Asians and other
multicultural groups, and around 60% is non-Hispanic white. In sharp contrast to this
population profile, non-Hispanic whites account for 73% of 45- to 64-year-olds and 80%
of those 65 years old and over. [Table 4-3]
Debit Cards Important Part of Gen-Y Lifestyle
Gen-Y consumers in the 25- to 29-year-old age group are more likely than any other
age segment to have a debit card. Those in the 18- to 24-year-old age group are more
likely than consumers in the 65+ age group to have a debit card.
Credit cards, on the other hand, are less likely to be found in the wallets of Gen-Y
consumers. Only 31% of 18- to 24-year-olds and 58% of 25- to 29-year-olds have them.
[Table 5-3]
Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to
Shop in Stores
Consumers in the 18- to 29-year-old age group are more likely to be interested in using
their cellphones to shop in stores. Multicultural Gen-Yers are especially interested in the
technology that would allow them to use cellphones as a platform to select and
purchase merchandise in stores. While 12% of non-Hispanic white 18- to 29-year-olds
are interested in using a cellphone to shop, 18% of multicultural Millennials want this
option. Black Gen-Yers are particularly interested in using their cellphones in stores.
[Figures 6-2 and 6-3]
In the News
Economically Optimistic Gen-Y Adults are Essential to Nation’s Recovery
New York, September 21, 2010 — With an aggregate income approaching $1 trillion,
the adults of the Millennial Generation are expected to play an essential role in the
recovery of the American economy and consequently offer significant opportunities to
marketers of consumer goods and services, according to survey data published in
Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults by market
research publisher Packaged Facts.

3. Though hit harder than any other age demographic during the recession due to pay cuts
and rampant unemployment, Millennials remain optimistic about the future of the
American economy and are less likely to have cut spending despite the downturn.
"The older Gen-X consumers are at a „big-spending‟ stage of life, while Gen-Y
consumers offer a bright note in an otherwise dismal spending picture because
throughout the recession they have been more willing than older shoppers to spend
more in coming months. Additionally, Gen-Y consumers are at a stage in life where
most of the income they earn is likely to be spent," says Don Montuori, publisher of
Packaged Facts.
Of the 51 million Millennial adults between 18- to 29-years-old, approximately 42 million
are employed and have a mean income of nearly $24,000. Packaged Facts expects that
the aggregate income of 18- to 29-year-olds will total $1.2 trillion in 2015, for a
cumulative growth of 18% during the 2010-2015 forecast period.
Diversity is a hallmark of Millennials, and multicultural Gen-Y adults are gaining in
importance. Between 2010 and 2015 all of the growth in the 20- to 29-year-old
population will be generated by Hispanic, black and other multicultural population
groups, which are expected to increase by nearly 2 million adults. Since there are
significant differences between the attitudes and behavior of multicultural Gen-Y
consumers and those of their non-Hispanic white counterparts, marketers will need to
adjust their strategies to take into account the changing profile of the diverse and tech-
savvy Millennial population, counsels the report. For example, report data based on
Experian Simmons‟ Winter 2010 National Consumer Study indicate that multicultural
Millennials are comparatively much more likely to assign prestige to foreign automobiles
and are especially interested in the technology that would allow them to use cellphones
as a platform to select and purchase merchandise in stores.
Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults 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." The report begins with an assessment of trends shaping
the adult Millennial market and identifies opportunities available to marketers interested
in connecting with Gen-Y consumers. It continues with a forecast of the growth of the
buying power of Gen-Y consumers through 2015 and a detailed demographic profile of
the Gen-Y population. The next chapters analyze how Gen-Y consumers manage and
spend money.
About Packaged Facts —Packaged Facts, a division of MarketResearch.com,
publishes market intelligence on a wide range of consumer market topics, including
consumer goods and retailing, foods and beverages, demographics, pet products and
services, and financial products.

4. Table of Contents
Chapter 1 Executive Summary
Background
Introduction
Overview of the Report
Scope and Methodology
Scope of the Market
Methodology
Trends and Opportunities
Adult Millennials Form Unique Consumer Cohort
Millennials Ever Hopeful during the Great Recession
Multicultural Millennials Gain in Importance
Wide Gap between Younger and Older Millennials
Marketers Search for Ways to Connect with Millennials
Digital Marketing Emphasized but Experiential Marketing Remains Important
Creative Content Seen as Key Factor
Gen-Y Consumers Expected to Help Lead the Way to Recovery
Market Overview
Adult Millennial Population Tops 50 Million but Will Experience Slow Growth
Aggregate Income of Adult Millennials Approaches $1 Trillion
Older Millennials Have More Buying Power
Aggregate Income of Adult Millennials Expected to Reach $1.2 Trillion in 2015
Personal Profile of Millennials
Diversity a Hallmark of Millennials
Multicultural Segment Will Grow More Influential
More than Half of Older Gen-Y Women Have Married
Millions of Gen-Y Adults Have Families with Children
Recession Drives Many Millennials to Childhood Home
More Gen-Y Women on College Campuses
Recession Hits Millennials Hardest on Job Front
Older Millennials with College Degrees Have Substantial Salaries
Religion Less Important to Millennials
Millennials Reject Conformity but Seek Approval
How Millennials Manage Money
Millennials Question Their Financial Savvy
Gen-Y Consumers Less Likely to Have Checking Accounts
Online Banking Popular among Older Millennials
Debit Cards Important Part of Gen-Y Lifestyle
New Car Loans Common among 25- to 29-Year-Olds
Older Millennials Pay Bills Online
One in Three Older Millennials Has Life Insurance
Older Millennials More Likely to Have Automotive and Homeowners Insurance
Older Millennials Most Likely to Use Tax Preparation Software
How Millennials Spend Money
Millennials Keep Spending during Recession

5. Older Millennials Want Approval of Others When They Make Purchases
Purchasing Patterns of Older Gen-Y Consumers Mirror Those of Gen-Xers
Millennials Like Contests and Competitions
Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to
Shop in Stores
Eco-Friendly Consumers Scarcer among Millennials
Older Gen-Y Consumers More Likely to Buy Online
Many Older Gen-Y Consumers Are Heavy Online Spenders
Catalog Shopping Less Common
Millennials and Technology
Millennials Define Themselves with Technology
Gen-Y Consumers Are Early Adopters
Gen-Y Adults Are Heaviest Computer Users
Gen-Y Most Likely to Use Cellphones and Laptops to Access Internet
Wireless Connectivity a Hallmark of Gen-Y Consumers
Millennials Thrive on Social Media
Extra Features Common on Gen-Y Cellphones
Millennials Less Interested in Basic Calling on Cellphones, More Likely to Text
Millennials and the Media
Millennials Migrate from Traditional TV to Online Viewing
Internet Important News Source for Millennials
Multicultural Media Important in Gen-Y Market
Magazines More Interesting than Newspapers for Millennials
TV Less Likely to Capture Attention of Younger Millennials
Evening Animation and Reality Shows Attract Gen-Y Viewers
Younger Millennials Less Involved with Radio
Multicultural Millennials More Favorable to Advertising
Multicultural Gen-Yers More Receptive to Cellphone Ads
Leisure and Entertainment Choices
Gen-Y Consumers Less Likely than Gen-Xers to Own Consumer Electronics
Products
Households of Gen-Y Consumers Have More TV Sets
Older Millennials Favor DVRs
Reading Books Remains a Popular Pastime among Millennials
Adult Interest in Video Games Peaks between 18 and 24
DVD Special Features Important to Younger Gen-Y Consumers
MP3 Players Common
More Millennials Download Music
Hip Hop Unites Diverse Millennial Segments, but Differences in Music
Preferences Persist
Gen-Y Moviegoers Key Demographic for Film Industry
Consumer Highlights
Younger Gen-Yers Fixated on Fashion
Shopping for Clothes Important Activity for Younger Millennials
Multicultural Gen-Y Adults Especially Fashion Conscious
Use of Personal-Care Products Differs among Millennials

6. Millennials Like to Try Out New Drinks and Food Products
Dieting More Common When People Hit 25
Frozen Dinners Work for Millennials
Younger Millennials Buy Cars on Looks
Gen-Y Consumers Want Cars that Stand Out
New Cars Scarce among Millennials
Foreign Cars Have More Prestige for Multicultural Millennials
Younger Drivers More Likely to Choose Compact Cars
Most Millennials Spent less than $20,000 for Their Car
One in Three Gen-Y Adults Plan to Buy New Car
Chapter 2 Trends and Opportunities
Market Trends
Adult Millennials Form Unique Consumer Cohort
Many Millennials Extend Adolescence and Delay Adulthood
Millennials Ever Hopeful during the Great Recession
Figure 2-1: Percent Categorized as Anxious Consumers, 18- to 29-Year-Old vs.
Other Consumers
Figure 2-2: Percent Categorized as Confident Consumers, 18- to 29-Year-Old vs.
Other Consumers
Multicultural Millennials Gain in Importance
Wide Gap between Younger and Older Millennials
Marketers Search for Ways to Connect with Millennials
Digital Marketing Emphasized
Table 2-1: Involvement in Digital Media and Advertising by 18- to 29-Year-Olds
Marketers Convert Youth Marketing Techniques to Digital Platforms
Creative Content Seen as Key Factor
Experiential Marketing Remains Important
Approval of Peer Groups Can Seal the Deal for Millennial Shoppers
Marketers Can Profit from Acknowledging Millennial Ties with Parents
Cause Marketing Works with Gen-Y
Millennials Drive Increased Participation in Loyalty Programs
Market Opportunities
Gen-Y Consumers Expected to Help Lead the Way to Recovery
Gen-Y Shoppers Offer Significant Opportunities to Retailers
Table 2-2: Selected Opportunities Related to Shopping Habits of 18- to 29-Year-
Olds
Gen-Y Affinity for Technology Generates Substantial Opportunities
Table 2-3: Selected Opportunities Related to Consumer Electronics Preferences
of 18- to 29-Year-Olds
Marketers Can Still Use Traditional Media to Reach Gen-Y Consumers
Table 2-4: Selected Opportunities Related to Magazine and Cable Channel
Preferences of 18- to 29-Year-Olds
Millennials Key Segment in Recovery of Auto Industry
Table 2-5: Selected Opportunities Related to Ownership and Purchase of
Automotive Vehicles by 18- to 29-Year-Olds
Food Industry Can Tap Into Tastes of Millennials

7. Table 2-6: Selected Opportunities in Gen-Y Market Related to Food
Online and Mobile Services Create Opportunities for Financial Services
Table 2-7: Selected Opportunities in Gen-Y Market Related to Financial Services
Chapter 3 Market Overview
Size of the Adult Gen-Y Population
Adult Millennial Population Tops 50 Million
Table 3-1: Size of Adult Gen-Y Population by Single Year of Age, 2008
Adult Gen-Y Population Will Experience Slow Growth
Table 3-2: Projected Growth in the Adult Gen-Y Population by Selected Age
Group, 2008 vs. 2015
Table 3-3: Selected Age Groups as Percent of Total Population, 2008, 2010 and
2015
Buying Power of Adult Gen-Y Consumers
Aggregate Income of Adult Millennials Approaches $1 Trillion
Table 3-4: Aggregate Income of 18- to 29-Year-Olds by Age Group
Table 3-5: Aggregate Income by Age Group, 2008
Older Millennials Have More Buying Power
Figure 3-1: Aggregate Income, 18- to 24-Year-Olds vs. 25- to 29-Year-Olds
Aggregate Income of Adult Millennials Expected to Reach $1.2 Trillion in 2015
Table 3-6: Projected Growth in Aggregate Income of 18- to 29-Year-Olds, 2010-
2015
Table 3-7: Projected Growth in Aggregate Income of 18- to 24-Year-Olds, 2010-
2015
Table 3-8: Projected Growth in Aggregate Income of 25- to 29-Year-Olds, 2010-
2015
Table 3-9: Growth in Aggregate Income of 18- to 29-Year-Olds by Age Group,
2010-2015
Chapter 4 Personal Profile of Millennials
Demographic Highlights
Males Predominate in Gen-Y Adult Population
Table 4-1: Percent of Males and Females by Selected Age Groups, 2008
Diversity a Hallmark of Millennials
Table 4-2: Population of 18- to 29-Year-Olds by Age Group and Race and
Hispanic Origin, 2008
Table 4-3: Non-Hispanic Whites and Multicultural Population Groups as Percent
of U.S. Population by Age Group, 2008
Multicultural Segment Will Grow More Influential
Table 4-4: Population of 20- to 29-Year-Olds by Age Group and Race and
Hispanic Origin, 2010 vs. 2015
Many Millennial Adults Are Foreign-Born
Table 4-5: Foreign-Born Gen-Y Adults, 2008
Table 4-6: Number of Gen-Y Adults with Foreign-Born Parents, 2008
Table 4-7: Population by Age and Generation, 2008
More than Half of Older Gen-Y Women Have Married
Table 4-8: Marital Status of 18- to 29-Year Olds by Gender, 2008

8. Millions of Gen-Y Adults Have Families with Children
Table 4-9: Family Householders in the 20- to 29-Year-Old Age Group with
Children by Age of Children, 2009
Recession Drives Many Millennials to Childhood Home
Table 4-10: Percent of 18- to 34-Year-Olds Living in Parents‟ Home by Gender
and Age Group, 2000-2009
Table 4-11: Number of 25- to 34-Year-Olds Living in Parents‟ Home by Gender,
2000-2009
Education, Employment and Income
More Gen-Y Women on College Campuses
Table 4-12: Enrollment Status of 18- to 29-Year-Olds, 2008
Table 4-13: Enrollment Status of 18- to 29-Year-Old Males, 2008
Table 4-14: Enrollment Status of 18- to 29-Year-Old Females, 2008
College Degrees More Common among Gen-Y Women
Table 4-15: Educational Attainment of 18- to 29-Year-Olds by Age Group and
Gender
Wage Gap Closes for Gen-Y Women
Table 4-16: Median Usual Weekly Earnings of Full-Time Female Workers as
Percent of Men‟s Earnings by Age Group, 2009
Recession Hits Millennials Hardest on Job Front
Table 4-17: Unemployment Rate for the Population Age 18 and Over by Age
Group, 2009
Older Millennials Begin to Reach Higher Income Levels
Table 4-18: Distribution of Income of All 18- to 29-Year-Olds by Age Group and
Gender
Older Millennials with College Degrees Have Substantial Salaries
Table 4-19: Mean Earnings of 18- to 29-Year-Old College Graduates Working on
Full-Time, Year-Round Basis by Age Group and Gender
Core Values
Millennials Share Many Values with Older Americans
Religion Less Important to Millennials
Table 4-20: Religious and Social Values, 18- to 29-Year-Olds vs. Other Age
Groups
Millennials Reject Conformity but Seek Approval
Table 4-21: Attitudes toward Conformity, 18- to 29-Year-Olds vs. Other Age
Groups
Table 4-22: Approval Seeking Scale, 18- to 29-Year-Olds vs. Other Age Groups
Younger Millennials Interested in Career and Money
Table 4-23: Attitudes toward Work and Money, 18- to 29-Year-Olds vs. Other
Age Groups
Chapter 5 How Millennials Manage Money
Millennials Question Their Financial Savvy
Table 5-1: Attitudes toward Spending and Money Management, 18- to 29-Year-
Olds vs. Other Age Groups
Gen-Y Consumers Less Likely to Have Checking Accounts
Table 5-2: Banking and Investments, 18- to 29-Year-Olds vs. Other Age Groups

9. Online Banking Popular among Older Millennials
Figure 5-1: Percent Using Online Banking Services, 18- to 29-Year-Olds vs.
Other Age Groups
Mutual Funds Rarely Found among Millennials
Figure 5-2: Percent Owning Mutual Funds or Brokerage Accounts, 18- to 29-
Year-Olds vs Other Age Groups.
Debit Cards Important Part of Gen-Y Lifestyle
Table 5-3: Ownership and Use of Debit and Credit Cards, 18- to 29-Year-Olds
vs. Other Age Groups
New Car Loans Common among 25- to 29-Year-Olds
Table 5-4: Type of Loans, 18- to 29-Year-Olds vs. Other Age Groups
Older Millennials Pay Bills Online
Table 5-5: Paying Bills, 18- to 29-Year-Olds vs. Other Age Groups
One in Three Older Millennials Has Life Insurance
Table 5-6: Ownership of Insurance, 18- to 29-Year-Olds vs. Other Age Groups
Older Millennials More Likely to Have Automotive and Homeowners Insurance
Table 5-7: Ownership of Property and Vehicle Insurance, 18- to 29-Year-Olds vs.
Other Age Groups
Older Millennials Most Likely to Use Tax Preparation Software
Table 5-8: Preparing Tax Returns in Last 12 Months, 18- to 29-Year-Olds vs.
Other Age Groups
Chapter 6 How Millennials Spend Money
Overview
Millennials Keep Spending during Recession
Brand Loyalty Less Intense
Table 6-1: Brand Loyalty, 18- to 29-Year-Olds vs. Other Age Groups by Gender
Table 6-2: Brand Loyalty Scale, 18- to 29-Year-Olds vs. Other Age Groups
Sales Less Likely to Attract Gen-Y Shoppers
Table 6-3: Attitudes toward Sales and Bargains, 18- to 29-Year-Olds vs. Other
Age Groups by Gender
Older Millennials Want Approval of Others When They Make Purchases
Figure 6-1: Percent Preferring to “Buy What Their Neighbors Approve Of,” 18- to
29-Year-Olds vs. Other Age Groups
Shopping in Stores
Millennials Like to Shop with Their Friends
Table 6-4: Shopping as a Social Experience, 18- to 29-Year-Olds vs. Other Age
Groups by Gender
Gen-Y Consumers Visit Malls and Convenience Stores More Often but Other
Retail Venues Less Frequently
Table 6-5: Number of Times Shopped in Last Four Weeks by Category, 18- to
29-Year-Olds vs. Other Age Groups
More Multicultural Gen-Y Shoppers Visit Malls
Table 6-6: Type of Retail Outlet Shopped in Last Four Weeks, Non-Hispanic
White vs. Multicultural 18- to 29-Year-Olds
Purchasing Patterns of Older Gen-Y Consumers Mirror Those of Gen-Xers

10. Table 6-7: Purchases Made in Last 12 Months, 18- to 29-Year-Olds vs. Other
Age Groups
Wal-Mart Attracts Millennials Too
Table 6-8: Department/Discount Stores Shopped by 18- to 29-Year-Olds in Last
Three Months
Cents-Off Coupons Catch Gen-Y‟s Attention
Table 6-9: Use of Cents-Off Coupons, 18- to 29-Year-Olds vs. Other Age Groups
Millennials Like Contests and Competitions
Table 6-10 Response to Incentive Offers from Product Manufacturers by Type of
Offer, 18- to 29-Year-Olds vs. Other Consumers
Multicultural Millennials Less Alert to Incentive Offers
Table 6-11: Receptivity to Incentive Offers, Non-Hispanic White vs. Multicultural
18- to 29-Year-Olds
In-Store Promotions Less Likely to Reach Gen-Y Shoppers
Table 6-12: Receptivity to In-Store Promotions, 18- to 29-Year-Olds vs. Other
Consumers
Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to
Shop in Stores
Figure 6-2: Percent Interested in Using Cellphones to Shop in Stores, 18- to 29-
Year-Olds vs. Other Consumers
Figure 6-3: Percent Interested in Using Cellphones to Shop in Stores, Non-
Hispanic White vs. Multicultural 18- to 29-Year-Olds
Eco-Friendly Consumers Scarcer among Millennials
Table 6-13: Attitudes toward Green Consumerism, 18- to 29-Year-Olds vs. Other
Consumers
Online and Catalog Shopping
Older Gen-Y Consumers More Likely to Buy Online
Figure 6-4: Percent Making an Internet Purchase in Last 12 Months, 18- to 29-
Year-Olds vs. Other Age Groups
Table 6-14: Online Shopping Activities in Last 12 Months, 18- to 29-Year-Olds
vs. Other Age Groups
Online Shopping Less Popular among Multicultural Millennials
Figure 6-5: Percent Placing Internet Order in Last 12 Months, Non-Hispanic
White vs. Multicultural 18- to 29-Year-Olds
Many Older Gen-Y Consumers Are Heavy Online Spenders
Table 6-15: Amount Spent and Method of Payment Online in Last 12 Months, 18-
to 29-Year-Olds vs. Other Age Groups
Table 6-16: Item/Service Ordered Online in Last 12 Months, 18- to 29-Year-Olds
vs. Other Age Groups
Catalog Shopping Less Common
Figure 6-6: Percent Buying Merchandise from a Catalog in Last 12 Months, 18-
to 29-Year-Olds vs. Other Age Groups
Chapter 7 Millennials and Technology
The Role of Technology
Millennials Define Themselves with Technology
Millennials Like New Gadgets

11. Table 7-1: Attitudes toward Consumer Electronics, 18- to 29-Year-Olds vs. Other
Age Groups
Gen-Y Consumers Are Early Adopters
Table 7-2: Consumer Electronics Early Adopter Scale, 18- to 29-Year-Olds vs.
Other Age Groups
Most Millennials Own a Computer
Figure 7-1: Percent Owning a Computer, 18- to 29-Year-Olds vs. Other Age
Groups
Gen-Y Adults Are Heaviest Computer Users
Table 7-3: Number of Hours per Week Using PC at Home, 18- to 29-Year-Olds
vs. Other Age Groups
Millennials and the Internet
Millennials Deeply Involved with Internet
Table 7-4: Impact of the Internet on Lifestyle, 18- to 29-Year-Olds vs. Other Age
Groups
Table 7-5: Internet Activity Psychographic Scales, 18- to 29-Year-Olds vs. Other
Age Groups
Table 7-6: Frequency of Internet Use at Home, 18- to 29-Year-Olds vs. Other
Age Groups
Gen-Y Most Likely to Use Cellphones and Laptops to Access Internet
Table 7-7: Device of Internet Access at Home, 18- to 29-Year-Olds vs. Other Age
Groups
Wireless Connectivity a Hallmark of Gen-Y Consumers
Top Online Activities Listed
Table 7-8: Online Activities of 18- to 29-Year-Olds in Last 30 Days
Millennials Thrive on Social Media
Table 7-9: Websites Visited by 18- to 29-Year-Olds in Last Seven Days
Figure 7-2: Percent Visiting Facebook in Last Seven Days, 18- to 29-Year-Olds
vs. Other Age Groups
Millennials and Their Cellphones
Nearly All Millennials Have a Cellphone
Table 7-10: Ownership of Cellphones, 18- to 29-Year-Olds vs. Other Age Groups
Extra Features Common on Gen-Y Cellphones
Table 7-11: Attitudes toward Cellphone Services and Features, 18- to 29-Year-
Olds vs. Other Age Groups
Table 7-12: Additional Cellphone Services, 18- to 29-Year-Olds vs. Other Age
Groups
Cellphones Tie Millennials to Their Social World
Table 7-13: Cellphones as Social Tool, 18- to 29-Year-Olds vs. Other Age
Groups
Millennials Less Interested in Basic Calling on Cellphones, More Likely to Text
Table 7-14: Using a Cellphone, 18- to 29-Year-Olds vs. Other Age Groups
Figure 7-3: Percent Using Cellphone to Text in Past 30 Days, 18- to 29-Year-
Olds vs. Other Age Groups
Cellphones Are an Information Tool for Millennials

12. Table 7-15: Cellphones as an Information Tool, 18- to 29-Year-Olds vs. Other
Age Groups
Chapter 8 Millennials and the Media
Overview
Internet Affects TV and Radio Habits of Millennials
Table 8-1: Impact of the Internet on Media Habits, 18- to 29-Year-Olds vs. Other
Age Groups
Millennials Migrate from Traditional TV to Online Viewing
Figure 8-1: Percent Watching Television Programs/Movies Online, 18- to 29-
Year-Olds vs. Other Age Groups
Table 8-2: Online Media Consumption, 18- to 29-Year-Olds vs. Other Age
Groups
TV Still Main News Source for Millennials
Multicultural Media More Important in Gen-Y Market
Table 8-3: Usage of Spanish-Language Media, 18- to 29-Year-Olds vs. Other
Age Groups
Table 8-4: Usage of Spanish- and English-Language Media by 18- to 29-Year-
Old English-Speaking Hispanics
Print Media
Newspapers Hold Little Interest for Millennials
Table 8-5: Attitudes toward Newspapers, 18- to 29-Year-Olds vs. Other Age
Groups
Table 8-6: Newspaper Involvement, 18- to 29-Year-Olds vs. Other Age Groups
Table 8-7: News Seeking Scale, 18- to 29-Year-Olds vs. Other Age Groups
Millennials More Involved with Magazines
Table 8-8: Magazine Involvement, 18- to 29-Year-Olds vs. Other Age Groups
Table 8-9: Media Involvement, Non-Hispanic White vs. Multicultural 18- to 29-
Year-Olds
Most Popular Magazines Listed
Table 8-10: Leading Magazine Choices of 18- to 29-Year-Old Men and Women
Television and Radio
TV Less Likely to Capture Attention of Younger Millennials
Table 8-11: TV Involvement, 18- to 29-Year-Olds vs. Other Age Groups
Table 8-12: Attitudes toward Television, 18- to 29-Year-Olds vs. Other Age
Groups
Premium Cable Channels More Common in Millennial Households
Table 8-13: Access to Cable TV, 18- to 29-Year-Olds vs. Other Age Groups
Evening Animation and Reality Shows Attract Gen-Y Viewers
Table 8-14: Primetime TV Showtypes Viewed, 18- to 29-Year-Olds vs. Other Age
Groups
Fox Leads among Millennial Viewers
Table 8-15: Primetime Networks Viewed in Last Seven Days, 18- to 29-Year-
Olds vs. Other Age Groups
MTV Maintains Hold on 18- to 29-Year-Olds
Table 8-16: Most Popular Cable Television Channels, 18- to 29-Year-Olds vs.
Other Age Groups

13. Younger Millennials Less Involved with Radio
Table 8-17: Attitudes toward Radio, 18- to 29-Year-Olds vs. Other Age Groups
Table 8-18: Radio Involvement, 18- to 29-Year-Olds vs. Other Age Groups
Top Radio Formats Listed
Table 8-19: Most Popular Radio Formats, 18- to 29-Year-Olds vs. Other Age
Groups
Table 8-20: Most Popular Radio Formats, Non-Hispanic White vs. Multicultural
18- to 29-Year-Olds
Receptivity to Advertising
Multicultural Millennials More Favorable to Advertising
Table 8-21: Attitudes toward Advertising, 18- to 29-Year-Olds vs. Other Age
Groups
Table 8-22: Attitudes toward Advertising, Non-Hispanic White vs. Multicultural
18- to 29-Year-Olds
Gen-Y Viewers less Likely than Gen-Xers to Fast Forward to Skip Commercials
Table 8-23: Percent Who Fast Forward VCR/DVR to Skip Commercials, 18- to
29-Year-Olds vs. Other Age Groups
Millennials Pay More Attention to Online Advertising
Table 8-24: Receptivity to Online Advertising by Type of Ad, 18- to 29-Year-Olds
vs. Other Age Groups
Multicultural Gen-Yers More Receptive to Cellphone Ads
Table 8-25: Receptivity to Cellphone Advertising, 18- to 29-Year-Olds vs. Other
Age Groups
Table 8-26: Receptivity to Cellphone Advertising, Non-Hispanic White vs.
Multicultural 18- to 29-Year-Olds
Product Placement Works with Multicultural Gen-Yers
Table 8-27: Attitudes toward Product Placement, 18- to 29-Year-Olds vs. Other
Age Groups
Table 8-28: Attitudes toward Product Placement, Non-Hispanic White vs.
Multicultural 18- to 29-Year-Olds
Chapter 9 Leisure and Entertainment Choices
Home Entertainment
Gen-Y Consumers Less Likely than Gen-Xers to Own Consumer Electronics
Products
Table 9-1: Ownership of Consumer Electronics, 18- to 29-Year-Olds vs. Other
Age Groups
Households of Gen-Y Consumers Have More TV Sets
Table 9-2: Ownership of Television Sets, 18- to 29-Year-Olds vs. Other Age
Groups
Older Millennials Favor DVRs
Table 9-3: Ownership of VCRs and DVRs, 18- to 29-Year-Olds vs. Other Age
Groups
Reading Books Remains a Popular Pastime among Millennials
Table 9-4: Purchase of Books (not Ebooks) in Last 12 Months, 18- to 29-Year-
Olds vs. Other Age Groups
Adult Interest in Video Games Peaks between 18 and 24

14. Table 9-5: Attitudes toward Video Games, 18- to 29-Year-Olds vs. Other Age
Groups
Figure 9-1: Percent Owning or Playing Videogames, 18- to 29-Year-Olds vs.
Other Age Groups
DVD Special Features Important to Younger Gen-Y Consumers
Figure 9-2: Percent of Consumers Who Check Special Features Before Buying
DVDs, 18- to 29-Year-Olds vs. Other Age Groups
Table 9-6: Movie Genre Purchased on DVD, 18- to 29-Year-Olds vs. Other Age
Groups
MP3 Players Common
Figure 9-3: Percent Owning MP3 Players, 18- to 29-Year-Olds vs. Other Age
Groups
Table 9-7: Ownership of Audio Equipment, 18- to 29-Year-Olds vs. Other
Consumers
More Millennials Download Music
Figure 9-4: Percent Buying 10 or More Music Downloads in Last 12 Months, 18-
to 29-Year- Olds vs. Other Age Groups
Table 9-8: Purchase of CDs, 18- to 29-Year-Olds vs. Other Age Groups
Hip Hop Unites Diverse Millennial Segments, but Differences in Music
Preferences Persist
Table 9-9: Favorite Music Types, Non-Hispanic White vs. Multicultural 18-to 29-
Year-Olds
Going Out
Live Entertainment Events Important to Millennials
Table 9-10: Live Entertainment Events Attended in Last 12 Months, 18- to 29-
Year-Olds vs. Other Consumers
Gen-Y Moviegoers Key Demographic for Film Industry
Table 9-11: Movie Attendance, 18- to 29-Year-Olds vs. Other Age Groups
Fast Food Part of Millennial Lifestyle
Figure 9-5: Percent Visiting Fast Food Restaurants in Last 30 Days, 18- to 29-
Year-Olds vs. Other Age Groups
Table 9-12: Attitudes toward Fast Food, 18- to 29-Year-Olds vs. Other Age
Groups
Table 9-13: Fast Food Restaurants Visited the Most by 18- to 29-Year-Olds
Applebee‟s Top Choice among Family Restaurants
Figure 9-6: Percent Visiting Family Restaurants in Last 30 Days, 18- to 29-Year-
Olds vs. Other Age Groups
Table 9-14: Family Restaurants Visited the Most by 18- to 29-Year-Olds
Chapter 10 Consumer Highlights
Fashion
Younger Gen-Yers Fixated on Fashion
Table 10-1: Attitudes toward Fashion, 18- to 21-Year-Olds vs. Other Age Groups
by Gender
Shopping for Clothes Important Activity for Younger Millennials
Table 10-2: Attitudes toward Shopping for Clothes, 18- to 29-Year-Olds vs. Other
Age Groups by Gender

15. Multicultural Gen-Y Adults Especially Fashion Conscious
Table 10-3: Attitudes toward Fashion and Clothes Shopping, Non-Hispanic White
vs. Multicultural 18- to 29-Year-Olds
Apparel Purchasing Patterns of Male and Female Gen-Y Consumers Analyzed
Table 10-4: Men‟s Apparel and Accessories Purchased by Men in Last 12
Months, 18- to 29-Year-Olds vs. Other Age Groups
Table 10-5: Women‟s Apparel and Accessories Purchased by Women in Last 12
Months, 18- to 29-Year-Olds vs. Other Age Groups
Use of Personal-Care Products Differs among Millennials
Table 10-6: Use of Personal-Care Products by Men, 18- to 29-Year-Olds vs.
Other Age Groups
Table 10-7: Use of Personal-Care Products by Women, 18- to 29-Year-Olds vs.
Other Age Groups
Food
Millennials Like to Try Out New Drinks and Food Products
Table 10-8: Trying Out New Foods, 18- to 29-Year-Olds vs. Other Age Groups
Dieting More Common When People Hit 25
Table 10-9: Counting Calories, 18- to 29-Year-Olds vs. Other Age Groups
Interest in Healthy Eating Increases with Age
Table 10-10: Healthy Eating Habits, 18- to 29-Year-Olds vs. Other Age Groups
Frozen Dinners Work for Millennials
Table 10-11: Eating Prepared Foods, 18- to 29-Year-Olds vs. Other Age Groups
Automotive
Gen-Yers Less Attached to Driving
Table 10-12: Attitudes toward Driving
Younger Millennials Buy Cars on Looks
Table 10-13: Factors Influencing Automotive Purchase Decisions, 18- to 29-
Year-Olds vs. Other Age Groups
Gen-Y Consumers Want Cars that Stand Out
Figure 10-1: Percent Saying Their Car Should Catch People‟s Attention, 18- to
29-Year-Olds vs. Other Age Groups
Figure 10-2: Percent Wanting a Car to Express Their Personality, 18- to 29-Year-
Olds vs Other Age Groups
New Cars Scarce among Millennials
Table 10-14: New vs. Used Vehicles, 18- to 29-Year-Olds vs. Other Age Groups
Foreign Cars Have More Prestige for Multicultural Millennials
Table 10-15: Foreign vs. Domestic Vehicles, 18- to 29-Year-Olds vs. Other Age
Groups
Table 10-16: Foreign vs. Domestic Vehicles, Non-Hispanic White vs. Multicultural
18- to 29-Year-Olds
Younger Drivers More Likely to Choose Compact Cars
Table 10-17: Vehicle Model Type Owned, 18- to 29-Year-Olds vs. Other Age
Groups
Chevy Top Domestic Choice, Toyota Leading Foreign Make
Table 10-18: Make of Vehicle Owned, 18- to 29-Year-Olds vs. Other Age Groups
Most Millennials Spent less than $20,000 for Their Car

16. Table 10-19: Characteristics of Most Recent Car Acquired, 18- to 29-Year-Olds
vs. Other Age Groups
One in Three Gen-Y Adults Plan to Buy New Car
Table 10-20: Next Vehicle Purchase, 18- to 29-Year-Olds vs. Other Age Groups
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