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Telefonica 2014 Global Millennial Survey Section 2 - Culture Counts

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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.

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Telefonica 2014 Global Millennial Survey Section 2 - Culture Counts

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

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