Millennials, accounting for 24% of the U.S. population, exhibit significant diversity and variations in lifestyle, with younger segments often living at home or in shared housing, and older segments being more established. They are also major consumers with a preference for authentic communication and a strong inclination towards discount shopping, heavily relying on their smartphones for information and entertainment. Key takeaways for marketers include the need for targeted segmentation, mobile engagement, and support of social issues to resonate with this generation.

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MILLENNIALS DIVERSITY EXPOSED
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MILLENNIALS OVERVIEW
- Currently 77 million, comprising 24% of the U.S.
population
- The age demo is 18–346 with a younger (18–27)
and older (28–36) segments based on where they
are in their life cycle.
- The younger group (18–27) tend to be students
or newly graduated and may be living at home.
The older group (28–36) may be more established
in their careers and starting families.
- 21% are married
- Millennials make up 20% of same-sex couples
- Overall Millennials are educated with 23% having a
Bachelor’s degree or higher
- Millennials will surpass Baby Boomers as the
largest percent of the U.S. population in 2015 by
about 7%
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HISPANIC
19%
AFRICAN-AMERICAN ASIAN
Millennial population is driven by immigration. Millennials are 14 percent
first generation and 12 percent are second generation. Overall Millennials
are more racially diverse than any previous generation.
14% 5%
ETHNICALLY DIVERSE
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LATINO MILLENNIAL POPULATION
Florida: 24%
Texas: 40%
New Mexico: 51%
Colorado: 42%
Nevada: 31%
California: 42%
Arizona: 36%
Latino Millennials are most concentrated in the following states:

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DWELLING AND TRAVEL
- Two-thirds of Millennial are renters
with a higher likelihood to live with
roommates or family members
than alone.
- Thirty-six percent rely on parents for
financial support.
- With city dwelling, Millennials are less
likely to own a car, and many have a
preference for walkable communities
and public transportation.
- Approximately sixty-two percent
prefer urban living close to shopping,
restaurants and offices.
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BUYING POWER
- Younger Millennials (1986–1995)
were born into more wealth than
older Millennials, although the
Great Recession and down
economy has had an impact on
their overall household income.
- Approximately 2.5 million Millennial
households have more than $100k
in income.
- Younger Millennials 18–27 have a
median income of $25K.
- Older Millennials 28–36 have a
median income of $48K.
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SHOPPING BEHAVIOR
- Millennials are bigger discount shoppers than any other
generation.
- They spend an average of $54 per trip and spend more
on baby food, carbonated beverages and cereal than
other generations.
- The top 20 apps used by Millennials are either retail or
discount focused.They visit Chipotle, Panera, Quizno’s and
Starbucks most frequently.
- When provided with a good deal, they will spend money
online and in brick and mortar locations.
- Millennials crave authenticity, which includes a preference
for local business loyalty, products that are “Made in
America” and regional pride.
- Millennials are influenced by celebrity endorsements that
feature relatable characters or strong visual elements tied
to their expressive nature.
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SLEEPING WITH THE SMARTPHONE
Eighty three percent of Millennials sleep with their smartphone and are 1.5 times more
likely than average to own an iPhone.
Source: eMarketer.com

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THE SECOND SCREEN IS
THE PRIMARY SCREEN
Millennials make up 50 percent of households that do not own aTV. They rely on laptops
and their phone for watching content on platforms like Netflix, Hulu andYouTube.
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MAGAZINES VS. NEWSPAPERS
Millennials are reading magazines not the daily
newspaper.
Typical magazines include Cosmopolitan, Marie
Claire,Vogue, Rolling Stone,Wired, and American
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HEALTHCARE AND MILLENNIALS
One third of Millennials are classified as obese, yet indicate that they are interested in
guidance to make healthy choices.
Thirty-four percent of younger Millennials and twenty-seven percent of older Millennials
are uninsured.
Photo Credits: daxko.com and healthcaremarketingtoday.com

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KEY TAKEAWAYS
- Millennials are diverse; segmentation and
targeting is required
- Give them a deal
- Communicate with authenticity
- Mobile and social are the best avenues for
communication
- Supporting social issues with marketing
will make Millennials feel better about
supporting your product or brand
- Surprise and delight them
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LET’STALK
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Barb Stabno
President and Owner
952-345-6264
barb@bardadv.com
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Sources: Euro RSCG Worldwide White Paper by Marian Saltzman, Nielsen report: Millennials: Breaking the Myth 2014, eMarketer Feb 2015