Millennial demographic statistics and trends.

1. F O R A D V E R T I S I N G I N F O R M A T I O N ,
P L E A S E C O N T A C T :
R E P U B L I C M E D I A A D V E R T I S I N G
E M A I L : A D V E R T I S I N G @ R E P U B L I C M E D I A . C O M
P H O N E : 6 0 2 . 4 4 4 . 4 9 2 0
M A R K E T I N G T O
M I L L E N N I A L S –
S T A T I S T I C S &
T R E N D S
A P R I L 2 0 1 6

2. 2
2
18-29
GENERATION Y

3. 3
NATIONAL TRENDS
Source: U.S. Census Bureau; Forbes.com 2015; Time.com 2015
3
Millennials now represent the
largest generation in the U.S.
comprising about 1/3 of the total
population
Digital Natives: 81% are on
Facebook; 55% have posted a
selfie on a social media site
$200 billion
annual buying
power
Millennials have
average student loan
debt of $27,000; 2/3 of
recent bachelor’s
degree recipients have
student loans
Less likely to drive or even have driver’s
licenses due to high cost of owning a
vehicle and the increasing ease
of public transport.
In 2014, 37% of female
Millennials and 43% of young
men were living at home –
the highest rates since 1940.

4. 4
NATIONAL TRENDS
Challenges Facing Millennials :
 Un/underemployment - 37% are unemployed
 Debt – burdened by college debt; 36% rely on
their family for financial support
 Mental Health – 44% of college students in
counseling in 2010 had severe psychological
disorders, compared to just 16% in 2000
4
Marketing to Millennials:
 Performance – Emphasis on maximum functional
end-benefits and everyday high performance (ex. Power Kiss Furniture)
 Conscientious – Emphasis on collectiveness, resourcefulness and creativity (ex.
TOMS ‘One for One’)
 Identity – Highly aspirational and leading edge, with a focus on status and
coolness (ex. Secret Street Fashion)
 Supportive – Focus on adding value to everyday life, reducing risk and
prioritization (ex. Virgin Blue, Redundancy Refund Promise)
 Engage – About 95% say their friends are the most credible source of product
info; must create brand evangelists within this group to spread the word
Source: Pewresearch.org/Millennials (2013); Entrepreneur.com 2015

5. 5
56% OF 18-29 YEAR OLDS ARE COMPRISED OF THE
PRIZM LIFESTAGES BELOW
F4 - Sustaining Families – 26%
Sustaining Families is the least affluent of the Family Life groups. Ethnically mixed,
these segments also display geographic diversity--from inner cities to some of the
most isolated communities in the nation. Most adults hold blue-collar and service
jobs, and live in small, older apartments and mobile homes. The lifestyles are
similarly modest: households here are into playing games and sports, shopping at
discount chains and convenience stores, and tuning into nearly everything that airs
on TV and radio.
F2 – Young Accumulators – 14%
These households include an above-average number of Hispanic and Asian-
Americans. Adults typically have college educations and work a mix of white-collar
managerial and professional jobs. Found mostly in suburban and exurban areas,
the large families have fashioned comfortable, upscale lifestyles in their mid-sized
homes. They favor outdoor sports, kid-friendly technology and adult toys like
campers, powerboats, and motorcycles. Their media tastes lean towards cable
networks targeted to children.
5
Source: 2015 Phoenix CBSA Scarborough Release 2 (Aug 2014 – Jul 2015)
F3 - Mainstream Families – 16%
Middle- and working-class child-filled households with an above average
number of Hispanics. High rates of parents, living in modestly priced homes
and ranking high for owning three or more cars. As consumers, Mainstream
Families maintain lifestyles filled with lots of sports, electronic toys,
groceries in bulk and televised media.

6. 6
DEMOGRAPHIC SNAPSHOT OF MILLENNIALS IN PHOENIX
20% OF PHOENIX MARKET ARE 18-29 (670,500 ADULTS)
2% more Hispanic
YOY
(41% Hispanic)
6
52%
48%
48% have kids
in HH
Median Household
income: $41,334
43% own home
17%
69% Employed/
37% Full Time
41% in college/university
Source: 2015 Phoenix CBSA Scarborough Release 2 (Aug 2014 – Jul 2015)

7. 7
MILLENNIALS HAVE GROWN UP USING TECHNOLOGY
AND ARE LIKELY TO USE TECHNOLOGY TO SHOP,
COMMUNICATE AND GATHER NEWS
7
78% 26%69% 26%
22% 9%51
%
33%
85% of 18-29 year olds connect on one or
more of the
following social media sites:
49% 17
%
80% of 18-29 year olds shopped at one or
more of these sites in the past month.
Source: 2015 Phoenix CBSA Scarborough Release 2 (Aug 2014 – Jul 2015)
53%

8. 8
DIGITAL BEHAVIORAL TRENDS
8
Sports related websites/apps (among men 18-29)
 34% checked sports updates online – up 2% YOY
 17% Fantasy Football – up 49% YOY
Movie/TV related websites/apps
 57% used Netflix – up 25% YOY
 36% watched or downloaded movies – down 15% YOY
Other media related websites/apps
 60% watched videos online – down 10% YOY
 36% read or wrote blogs – up 36% YOY
Source: 2015 Phoenix CBSA Scarborough Release 2 (Aug 2014 – Jul 2015)
Music related websites/apps
 42% listened to online radio (Pandora, iHeart) – down 3% YOY
 48% listened or downloaded music (iTunes, Rhapsody) – up 12% YOY
Visited website/app past month
News related websites/apps
 37% read local news online – up 65% YOY
 38% read national news online – up 16% YOY

9. 9
MILLENNIALS’ INTERESTS BY CATEGORY
(ACCORDING TO INTERESTS ON FACEBOOK)
9
Source: Socialtyze.com (Oct 2013)
More than any other category, Millennials associate most with music.
Nearly ¼ of their interests are singers, bands or instruments.
Favorite genres includes Rap (27%), Pop (21%) , Rock (18%) and Country (15%)
2.0%
2.9%
3.6%
4.1%
6.5%
12.3%
18.5%
23.2%
24.8%
Politics
Food
Reading
Sports
Fashion
Movies
TV
Activities
Music