In 2013, Telefónica carried out the largest ever survey of Millennials, creating a new understanding of the beliefs and motivations of the Millennials generation. In 2014, the survey was updated exploring the opinions of 6,702 Millennials, aged 18-30 across 18 countries in three regions. This year’s survey found that today’s 18-30 year-olds are largely satisfied with their lives and decidedly optimistic about their prospects for the future. This section of data explores the motivations and influences that drive Millennials and discovers where in the world they are.

1. 1
Telefónica Global
Millennial Survey:
Section 2_
Culture Counts
telefonica.com/millennial
s

2. 2
Methodology
Region /Country Sample size MOE
US United States 1,000 ± 3.1
Western
Europe
Spain 500 ± 4.4
UK 501 ± 4.4
Germany 500 ± 4.4
Latin
America
Mexico 501 ± 4.4
Brazil 500 ± 4.4
Argentina 500 ± 4.4
Chile 500 ± 4.4
Peru 300 ± 5.7
Venezuela 250 ± 6.2
Colombia 300 ± 5.7
Ecuador 300 ± 5.7
Uruguay 300 ± 5.7
Panama 150 ± 8.0
Costa Rica 150 ± 8.0
Nicaragua 150 ± 8.0
Guatemala 150 ± 8.0
El Salvador 150 ± 8.0
TOTAL 6,702 ± 1.2
Telefónica commissioned 6,702 quantitative interviews among Millennials, aged 18-30,
across 18 countries in three regions. Penn Schoen Berland conducted research from 23
June – 4 August 2014 via online survey and central recruit to online survey.
Country sample sizes are weighted to gender, age, and the percent of the population in each country
with access to the internet. The US Hispanic and US Non-Hispanic populations are weighted to
census.
Please note, questions in which answer choices are mutually exclusive and all answer choices are displayed, percentages may not add up to exactly 100% due to
rounding. All of the results, unless otherwise indicated, are shown in percentages. In some instances, select answers are shown. Exact sample composition is not
identical wave over wave and demographics can vary. Trend may be somewhat affected by these variations.
Region
Sample
size
MOE
United
States
1,000 ± 3.1
Region
Sample
size
MO
E
Latin America 4,201 ± 1.5
Region
Sample
size
MOE
Western
Europe
1,501 ± 2.5

3. 3
The top influence is family - others vary regionally: in US and
Western Europe, Friends and Media are stronger, while in Latin
America Religion and Education are more influential
75
54
47
35
25 24
15
11
7
77
62
57
27
9
16 18 19
8
79
42
59
31 30
24
8
15
7
United States Western Europe Latin America
Most Influential in Shaping Outlook on Life
*Select answers shown

4. 4
US and European Millennials place a greater emphasis on personal
goals, while Latin America is more focused on professional growth
14
11
8
11
14
6
5
6
26
Getting married
Having children
Started your own business
United States Western Europe Latin America
United
States
Western
Europe
Latin
America
Personal
Allows its employees a good
work/life balance
49 47 32
Pays a lot of money 41 30 27
Offers a fun workplace
environment
22 32 19
Professional
Offers ample opportunities for
training and development
20 30 39
Allows employees to take on
new professional challenges
13 15 24
Priority Personal Accomplishments
to Achieve by 2024 Most Important Workplace Qualities
*Select answers shown

5. 5
Next generation leadership more likely to come from the US and
Latin America
For the second year, we have
identified a key subgroup in the
Millennial generation. Instead of
traditional metrics like
socioeconomic status, Millennial
Leaders are defined by
technology and opportunity.
Who Are The Millennial Leaders?
Millennials Who…
 Strongly Agree “I am on the
cutting-edge of technology”
 Believe “I can make a local
difference”
 Strongly/Somewhat Agree “I have
opportunities in my country to
become an entrepreneur or
develop and bring an idea to
market”
% Millennial Leaders
22
11 19
United States

6. 6
Millennial Leaders: Where are they in the world?
TOP 10
COUNTRY
% MILLENNIAL
LEADERS
Panama 38
Peru 33
Ecuador 27
Nicaragua 24
Colombia 24
Guatemala 23
United States 22
Mexico 20
Costa Rica 18
Chile 18
BOTTOM 8
COUNTRY
% MILLENNIAL
LEADERS
Brazil 17
Venezuela 14
Argentina 13
United Kingdom 13
El Salvador 12
Germany 11
Uruguay 10
Spain 8