Millennial Parents POV | Big Red Rooster

2,466 views

Published on

Millennials will be 85 million strong in 2015, making them the largest living generation in history. As this group transitions into parenthood, tech-savvy, non-hierarchical Millennials will forever change the way brands must present themselves at point-of-sale.

Big Red Rooster's POV explores how Millennials' shopping habits and needs evolve as they move into parenthood.

Millennial Parents POV | Big Red Rooster

  1. 1. Millennial Parents | We Are Not Who You Think We Are
  2. 2. Why You’re Here POV Findings Personas Examples
  3. 3. What we knew
  4. 4. They Are 2015’s Largest Generation 85M Millennials (1981-1999) 63M Gen X (1966-1980) 79M Boomers (1946-1965) 29M Silent (1926-1945)
  5. 5. They Are The First Global Generation
  6. 6. They Are Changing Society
  7. 7. They Are Unique
  8. 8. They’re Coming Into Their Own HELP WANTED 34% Millennials are already parents!
  9. 9. What we wanted to learn
  10. 10. What Makes Them Tick? Value Purchase Shopping System Decisions Behavior
  11. 11. How we did it
  12. 12. Big Red Rooster Talked To... 800+ Millennial Parents
  13. 13. Value System | We Rely On A Network
  14. 14. Point of View : Millennial Parents | 2011
  15. 15. Extended Family Is Their Lifeline 95% have relatives that make up their support system 55% rely MOST on their parents/grandparents
  16. 16. Millennials Are In Their Parents’ Backyard 72% live within 30 miles of their parents! MILE MILE 44% 9 28% 29 28% 0-9 miles 10-29 miles 30+ miles
  17. 17. Family Comes First S T TR F S 48% involve kids in meal prep 2 or more days per week.
  18. 18. Kids Influence The Shopping Cart Groceries Apparel for Children Technology/Electronics Apparel for Significant Other Health/Beauty for Other Home Goods Apparel for Self Health/Beauty for Self
  19. 19. Kids Leverage Peer Status 85% of Millennial Parents say their children influence their purchase decisions
  20. 20. Millennial Parents Share EVERYTHING 93% share shopping experiences
  21. 21. The Digital Universe Is Their Community Sharing parenthood experiences via... Word of Mouth Posts on SNS, Blogs, & Forums Text Email Reading SNS, Blogs, & Forums
  22. 22. Toyota
  23. 23. Purchase Decisions| |Frugality Blah BlahMilliennial Parents We’re Bringing Frugal Back
  24. 24. Point of View : Millennial Parents | 2011
  25. 25. Parenthood & Marriage Trump Career & Money
  26. 26. Price Rules The Decision To Buy
  27. 27. Every Aspect Of Shopping Is Planned 98% When? pre-plan shopping trips Where? What? Why? 55% plan to budgeted How much? dollar amount
  28. 28. Stretching The Dollar Is Worth The Work $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 87% make every effort to stretch their dollars further.
  29. 29. Being Green Doesn’t Mean Buying Green
  30. 30. Is Loyalty Dead? 50%+ loyal to none or only one brand
  31. 31. “Like” Has Replaced “Love” 64% have “liked” a brand/retailer
  32. 32. The Go-To Store Is The One-Stop-Shop THE BIG STORE THAT HAS EVERYTHING
  33. 33. Shopping Behavior| |Frugality All Things ConvergedMilliennial Parents We See Blah Blah
  34. 34. Point of View : Millennial Parents | 2011
  35. 35. Perpetual Multitasking Bends Boundaries 60% 63% have purchased something while work while at work at home 81% devote time to personal issues at work
  36. 36. Technology Is A Family Way Of Life
  37. 37. Technology Morphs The Purchase Process Ben
  38. 38. Opportunities for Impulse are at Their Fingertips69%of Millennial Parents haveshopping related apps ontheir phones, but... of those rarely or 46% never use them
  39. 39. Smartphones Meet Every Need69%have smartphones Self- Mobile Games, Actualization Mobile Web Esteem Twitter, Skins, Followers, Friends Love/Belonging Facebook, Text, Email LinkedIn, Email Sync, Safety Navigation, News Physiological Biometric Apps, Proximity Apps
  40. 40. THEY have $230B+ to spend.How much of that willYOU own?
  41. 41. THEY rely on a network.YOU need to play a role.
  42. 42. They’re bringing frugal back.YOU need competitiveprice and more.
  43. 43. THEY see all things converged.YOU need a holisticapproach to engage them.
  44. 44. Thank You!Big Red Roosterwww.bigredrooster.com/blog121 Thurman AvenueColumbus, Ohio 43206614.255.0200

×