There are roughly 31 million 18- to 24-year-olds that make up the YAYA market. This life stage is crucial for marketers to understand as these consumers are growing in buying power and will impact brands for years to come. While nearly 40% are enrolled in college, YAYA consumers struggle with "adulting" tasks and rely heavily on parents and Google for help with daily life skills. Marketers have an opportunity to provide "how-to" digital content and communities to assist YAYAs with cooking, finances, and other responsibilities.
There are roughly 31 million 18- to 24-year-olds that make up the YAYA market. This life stage is crucial for marketers to understand as these consumers are growing in buying power and will influence which brands earn their loyalty. With many enrolled in college or working full time, YAYA consumers are diligent and innovative. However, they also struggle with aspects of adulthood and rely heavily on parents or Google for help with daily tasks and finances. The report provides insights into the YAYA lifestyle and spending habits to help marketers better engage with this demographic.
YAYA consumers place high value on their smartphones. They have grown dependent on their phones as an important tool for managing their fast-paced, information-filled lives. Phones provide constant access to communication, apps, information and more. While often criticized for overusing social media, YAYA consumers see their phones more as a lifeline and necessity than a mere obsession. They have difficulty imagining navigating the world without the security and unlimited access their smartphones provide.
This document provides information about MOJO Ad, a student-run advertising agency at the Missouri School of Journalism that specializes in marketing to youth and young adults (YAYA). It introduces the various staff members and their roles. It also prefaces the State of the YAYA 2016 report, which will analyze insights and survey findings about the YAYA consumer market.
This report outlines 10 of the most compelling macro trends identified today—trends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where they’re headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
Advertising Future Spark Vietnam till 2025MONTE (Delys)
This document discusses advertising trends in Vietnam over the next 11 years. It identifies 9 emerging consumer segments that will shape advertising, including an aging population, a male-skewed population, leading women, rural "new life" consumers, the LGBT generation, new affluent consumers, nature lovers, and shoppers with increased bargaining power due to modern retail expansion. The last segment, "Gen C" connected consumers, will see accelerated digital evolution in Vietnam. Advertising will need to tailor messaging and channels to appeal to the values and motivations of these emerging segments.
“Uniquely Gen Z,” the first in a three-part global study, explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. The rest of the series will look at ways to build strong brand relationships — both in growth and mature markets — and to create authentic omni-channel shopping experiences with Gen Zers. This study, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, is one of the largest studies to date of the post-Millennial generation, surveying 15,600 members of Gen Z on six continents.
This concise report by Schieber Research interns, Anja Husemann and Dylan Chung, reviews 5 Trends: Affirmations, Upcycling, Digital identity, Subcultures, (un)certain times.
- COVID-19 created new awareness (environmental, societal) amongst Gen-Z consumers.
- This, along with the search for identity (typical of the age group in any generation), and the shift in social norms, connects to #subcultures, #nonbinary consumers, #upcycling and prevention of #foodwaste.
- We noticed the need to stand out in a virtual (onto the metaverse) world - meaning, #NFT or #skins are a sub-trend and not "the need".
- We noted that the rise in anxiety and the search for mental wellness in an isolated world brought with it the cultural trend of #affirmations, #bodypositivity and even #tarot cards.
There are roughly 31 million 18- to 24-year-olds that make up the YAYA market. This life stage is crucial for marketers to understand as these consumers are growing in buying power and will influence which brands earn their loyalty. With many enrolled in college or working full time, YAYA consumers are diligent and innovative. However, they also struggle with aspects of adulthood and rely heavily on parents or Google for help with daily tasks and finances. The report provides insights into the YAYA lifestyle and spending habits to help marketers better engage with this demographic.
YAYA consumers place high value on their smartphones. They have grown dependent on their phones as an important tool for managing their fast-paced, information-filled lives. Phones provide constant access to communication, apps, information and more. While often criticized for overusing social media, YAYA consumers see their phones more as a lifeline and necessity than a mere obsession. They have difficulty imagining navigating the world without the security and unlimited access their smartphones provide.
This document provides information about MOJO Ad, a student-run advertising agency at the Missouri School of Journalism that specializes in marketing to youth and young adults (YAYA). It introduces the various staff members and their roles. It also prefaces the State of the YAYA 2016 report, which will analyze insights and survey findings about the YAYA consumer market.
This report outlines 10 of the most compelling macro trends identified today—trends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where they’re headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
Advertising Future Spark Vietnam till 2025MONTE (Delys)
This document discusses advertising trends in Vietnam over the next 11 years. It identifies 9 emerging consumer segments that will shape advertising, including an aging population, a male-skewed population, leading women, rural "new life" consumers, the LGBT generation, new affluent consumers, nature lovers, and shoppers with increased bargaining power due to modern retail expansion. The last segment, "Gen C" connected consumers, will see accelerated digital evolution in Vietnam. Advertising will need to tailor messaging and channels to appeal to the values and motivations of these emerging segments.
“Uniquely Gen Z,” the first in a three-part global study, explores Gen Zers’ technology preferences, “cyber-savviness” and economic influence. The rest of the series will look at ways to build strong brand relationships — both in growth and mature markets — and to create authentic omni-channel shopping experiences with Gen Zers. This study, co-sponsored by the IBM Institute of Business Value and the National Retail Federation, is one of the largest studies to date of the post-Millennial generation, surveying 15,600 members of Gen Z on six continents.
This concise report by Schieber Research interns, Anja Husemann and Dylan Chung, reviews 5 Trends: Affirmations, Upcycling, Digital identity, Subcultures, (un)certain times.
- COVID-19 created new awareness (environmental, societal) amongst Gen-Z consumers.
- This, along with the search for identity (typical of the age group in any generation), and the shift in social norms, connects to #subcultures, #nonbinary consumers, #upcycling and prevention of #foodwaste.
- We noticed the need to stand out in a virtual (onto the metaverse) world - meaning, #NFT or #skins are a sub-trend and not "the need".
- We noted that the rise in anxiety and the search for mental wellness in an isolated world brought with it the cultural trend of #affirmations, #bodypositivity and even #tarot cards.
Another year has passed, and that means another look back at our own predictions on the trends that shaped our industry. Take a look at our 2014 report card and our thoughts on what's to come this year in the areas of shopping, media, technology, and consumer trends.
Teen consumers in the US represent over $200 billion in annual spending. They spend much of their time online and on mobile devices, with 95% online and 75% accessing the internet from mobile. Teens spend an average of 10 hours and 45 minutes online each day, with 25% logging into social media over 10 times daily. Teens prefer to shop at their favorite stores online, with 70% shopping online and 50% shopping exclusively online. They have an average allowance of $780 yearly, with 78% having over $50 in monthly purchasing power.
The document summarizes the key findings from a focus group of 8 British teenagers aged 16-17 from middle income families. The 3 main points are:
1) Their friends have the strongest influence on them and they form close friendships through in-person interactions, though they also use social media.
2) They enjoy working and earning their own money, which they spend mostly on entertainment like going to pubs and holidays with friends.
3) They are not strongly loyal to brands but seek good style, quality, price and customer service. Functionality is also important for items like mobile phones.
As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
Social@Ogilvy on Millennials, the New Age Heroes Synergia
Millennials represent a significant portion of the global population and economy. They value experiences over material goods, social causes, and having a voice. Engaging millennials requires understanding their traits of being optimistic yet pragmatic, individualistic, and seeking both inclusion and innovation. Effective strategies provide purpose and empowerment through social media, access, feedback mechanisms, and co-creation opportunities.
PhotoWorks.com : Alpha Woman Research 2.17.06guestc17614
This document discusses the Alpha Woman consumer segment. It defines Alpha Women as busy, involved in multiple responsibilities, active in their communities, passionate about family, seek quality brands, creative and tech savvy, and cultural influencers. They are juggling many roles and always busy. The document then discusses the power of the mom market, with moms spending money on everything from diapers to dinner to vehicles. Moms love to talk and share recommendations. Finally, it provides tips for how to reach the mom market, emphasizing word of mouth, being authentic, and using online resources.
For the third part of the LHBS series about young women, we have focused on consumption. While their purchasing power has diminished when compared to older generations, the sheer size of this consumer group is responsible for largescale shifts in culture and consumption, and it is therefore imperative to describe how young women’s attitudes have evolved from previous generations.
Insight You Need to Successfully Market to Tweens and TeensAquent
Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. The lives and minds of this dynamic group are ever-changing, so it's essential to gain a better understanding of our youth today before launching your next youth-oriented product or marketing campaign. Much of Brenda Hurley's time is focused on C&R's youth business, providing research and consulting services to clients through its KidzEyes and TeensEyes Divisions. She was also very involved in this year's launch of YouthBeat, C&R's syndicated report covering the attitudes and behaviors of today’s youth.
This document provides a summary of emerging consumer trends based on insights from LHBS's Inspiration-Hub digital platform. It outlines several shifting consumer behaviors, including more energy drink consumption by parents than childless individuals; consumers trusting smaller food brands more than big brands; average-sized models selling more clothing; millennials exploring less conventional relationship styles; and consumers preferring brands that care about social and environmental issues. The document encourages organizations to track relevant business opportunities by utilizing LHBS's Inspiration-Hub platform to gain customized consumer insights and fuel innovation.
Millennials may be more diverse, social, and optimistic than expected. While struggling in the difficult economy, they are entrepreneurial and care about social issues and authentic brands. They value self-expression through music, art, and social media. Millennials are the most racially diverse generation and care about their families and communities despite financial challenges. They are optimistic about their future success and potential.
Buzz Marketing Group's THIRTEENTH WAVE of our annual report profiling 20somethings. This month, we took a look at our findings about Millennials over the past year.
The document summarizes research on how consumers, especially teens and mothers, have changed shopping behaviors due to the recession. It finds that teens are more concerned with practical issues like career prospects, while still seeking brands. Mothers have become smarter shoppers, using online research and sales. Both groups appreciate value and necessity over luxury. Digital tools help teens feel independent and mothers stretch budgets and learn from each other through social networks.
This document provides tips for businesses on how to effectively market to and serve millennial customers. It begins with an introduction to millennial spending habits and preferences shaped by growing up with technology. It then lists 6 general characteristics of millennials: they expect technology to work quickly and easily, are social online and off, want to collaborate, are all about adventure, value corporate values, and expect a customer experience like that depicted in the 1960s TV show The Jetsons. The document provides further details about each characteristic and examples of companies successfully engaging millennial customers. It concludes by emphasizing the importance of sharing customer experiences and focusing on the human element of customer service.
This document discusses marketing strategies for reaching Millennials. Millennials spend significant time on mobile devices and social media. They are more brand conscious than older generations and want authentic relationships with brands. The document recommends that marketers provide entertaining, educational, and shareable content while respecting Millennials' desire for transparency regarding data use and marketing tactics. It also explores prepaid cards as a financial product popular with Millennials.
Leaner times hit home for moms and younger millennials
As Americans ride out the nation’s protracted economic recovery, they are retaining some of the consumerist values and habits acquired during one of the worst of the downturns in U.S. history, when choices were tougher than usual. Kelly Mooney, President and Chief Experience Officer of Resource Interactive, shows some interesting shifts in the shopping decisions and brand affinities of the new consumer. Looking specifically at two of the most influential cohorts, Moms and their at-home Millennials, Kelly debuts new modes of digital engagement and ecommerce amenities to help marketers make the most of the increasingly powerful digital channel.
The document summarizes Buzz Marketing Group's top 10 trends for 2014 based on research with over 30,000 participants. The trends include the rise of Generation C (digital natives aged 10-14), increased mobile internet usage, popularity of sites like Upworthy that share meaningful content, consumers seeking brands with social causes, emerging temporary social media platforms, growing crowdfunding, individuals pursuing creative commerce, brands expanding across media platforms, enhanced photo and video editing, and brand revivals through new marketing campaigns.
This document summarizes the findings of a survey on consumerism and the sharing economy. Key findings include:
- Most respondents agree that current economic models are not working and overconsumption puts society and the planet at risk. However, consumption is also seen as important for jobs and the economy.
- "Smarter consumption" means being more discerning and making choices aligned with one's values to replace guilt with purpose. It includes consuming only what is needed, buying higher quality products, and reducing waste.
- Many people feel weighed down by excess possessions and regret purchases they don't need. They admire those who consume mindfully and locally.
This document provides information about MOJO Ad, a student-run advertising agency at the Missouri School of Journalism that specializes in marketing to youth and young adults (YAYA). It introduces the various staff members and their roles. It also prefaces the State of the YAYA 2016 report, which will analyze insights and survey findings about the YAYA consumer market.
This document provides an overview of the staff and specializations at MOJO Ad, a student-run advertising agency at the Missouri School of Journalism that specializes in marketing to youth and young adults (YAYA). It introduces the various account executives, planners, researchers, media planners, social media specialists, digital strategists, content managers, copywriters, art directors, graphic designers, and management staff that comprise MOJO Ad. It also provides a brief description of MOJO Ad and its focus on understanding the YAYA market through research and by being members of that demographic. The document is presented as part of the State of the YAYA 2016 report produced by MOJO Ad to provide insights into YAY
This document provides information about MOJO Ad, a student-run advertising agency at the Missouri School of Journalism that specializes in marketing to youth and young adults (YAYA). It introduces the various staff members and their roles. It also prefaces the State of the YAYA 2016 report, which will analyze insights and survey findings about the YAYA consumer market.
Another year has passed, and that means another look back at our own predictions on the trends that shaped our industry. Take a look at our 2014 report card and our thoughts on what's to come this year in the areas of shopping, media, technology, and consumer trends.
Teen consumers in the US represent over $200 billion in annual spending. They spend much of their time online and on mobile devices, with 95% online and 75% accessing the internet from mobile. Teens spend an average of 10 hours and 45 minutes online each day, with 25% logging into social media over 10 times daily. Teens prefer to shop at their favorite stores online, with 70% shopping online and 50% shopping exclusively online. They have an average allowance of $780 yearly, with 78% having over $50 in monthly purchasing power.
The document summarizes the key findings from a focus group of 8 British teenagers aged 16-17 from middle income families. The 3 main points are:
1) Their friends have the strongest influence on them and they form close friendships through in-person interactions, though they also use social media.
2) They enjoy working and earning their own money, which they spend mostly on entertainment like going to pubs and holidays with friends.
3) They are not strongly loyal to brands but seek good style, quality, price and customer service. Functionality is also important for items like mobile phones.
As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
Social@Ogilvy on Millennials, the New Age Heroes Synergia
Millennials represent a significant portion of the global population and economy. They value experiences over material goods, social causes, and having a voice. Engaging millennials requires understanding their traits of being optimistic yet pragmatic, individualistic, and seeking both inclusion and innovation. Effective strategies provide purpose and empowerment through social media, access, feedback mechanisms, and co-creation opportunities.
PhotoWorks.com : Alpha Woman Research 2.17.06guestc17614
This document discusses the Alpha Woman consumer segment. It defines Alpha Women as busy, involved in multiple responsibilities, active in their communities, passionate about family, seek quality brands, creative and tech savvy, and cultural influencers. They are juggling many roles and always busy. The document then discusses the power of the mom market, with moms spending money on everything from diapers to dinner to vehicles. Moms love to talk and share recommendations. Finally, it provides tips for how to reach the mom market, emphasizing word of mouth, being authentic, and using online resources.
For the third part of the LHBS series about young women, we have focused on consumption. While their purchasing power has diminished when compared to older generations, the sheer size of this consumer group is responsible for largescale shifts in culture and consumption, and it is therefore imperative to describe how young women’s attitudes have evolved from previous generations.
Insight You Need to Successfully Market to Tweens and TeensAquent
Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. The lives and minds of this dynamic group are ever-changing, so it's essential to gain a better understanding of our youth today before launching your next youth-oriented product or marketing campaign. Much of Brenda Hurley's time is focused on C&R's youth business, providing research and consulting services to clients through its KidzEyes and TeensEyes Divisions. She was also very involved in this year's launch of YouthBeat, C&R's syndicated report covering the attitudes and behaviors of today’s youth.
This document provides a summary of emerging consumer trends based on insights from LHBS's Inspiration-Hub digital platform. It outlines several shifting consumer behaviors, including more energy drink consumption by parents than childless individuals; consumers trusting smaller food brands more than big brands; average-sized models selling more clothing; millennials exploring less conventional relationship styles; and consumers preferring brands that care about social and environmental issues. The document encourages organizations to track relevant business opportunities by utilizing LHBS's Inspiration-Hub platform to gain customized consumer insights and fuel innovation.
Millennials may be more diverse, social, and optimistic than expected. While struggling in the difficult economy, they are entrepreneurial and care about social issues and authentic brands. They value self-expression through music, art, and social media. Millennials are the most racially diverse generation and care about their families and communities despite financial challenges. They are optimistic about their future success and potential.
Buzz Marketing Group's THIRTEENTH WAVE of our annual report profiling 20somethings. This month, we took a look at our findings about Millennials over the past year.
The document summarizes research on how consumers, especially teens and mothers, have changed shopping behaviors due to the recession. It finds that teens are more concerned with practical issues like career prospects, while still seeking brands. Mothers have become smarter shoppers, using online research and sales. Both groups appreciate value and necessity over luxury. Digital tools help teens feel independent and mothers stretch budgets and learn from each other through social networks.
This document provides tips for businesses on how to effectively market to and serve millennial customers. It begins with an introduction to millennial spending habits and preferences shaped by growing up with technology. It then lists 6 general characteristics of millennials: they expect technology to work quickly and easily, are social online and off, want to collaborate, are all about adventure, value corporate values, and expect a customer experience like that depicted in the 1960s TV show The Jetsons. The document provides further details about each characteristic and examples of companies successfully engaging millennial customers. It concludes by emphasizing the importance of sharing customer experiences and focusing on the human element of customer service.
This document discusses marketing strategies for reaching Millennials. Millennials spend significant time on mobile devices and social media. They are more brand conscious than older generations and want authentic relationships with brands. The document recommends that marketers provide entertaining, educational, and shareable content while respecting Millennials' desire for transparency regarding data use and marketing tactics. It also explores prepaid cards as a financial product popular with Millennials.
Leaner times hit home for moms and younger millennials
As Americans ride out the nation’s protracted economic recovery, they are retaining some of the consumerist values and habits acquired during one of the worst of the downturns in U.S. history, when choices were tougher than usual. Kelly Mooney, President and Chief Experience Officer of Resource Interactive, shows some interesting shifts in the shopping decisions and brand affinities of the new consumer. Looking specifically at two of the most influential cohorts, Moms and their at-home Millennials, Kelly debuts new modes of digital engagement and ecommerce amenities to help marketers make the most of the increasingly powerful digital channel.
The document summarizes Buzz Marketing Group's top 10 trends for 2014 based on research with over 30,000 participants. The trends include the rise of Generation C (digital natives aged 10-14), increased mobile internet usage, popularity of sites like Upworthy that share meaningful content, consumers seeking brands with social causes, emerging temporary social media platforms, growing crowdfunding, individuals pursuing creative commerce, brands expanding across media platforms, enhanced photo and video editing, and brand revivals through new marketing campaigns.
This document summarizes the findings of a survey on consumerism and the sharing economy. Key findings include:
- Most respondents agree that current economic models are not working and overconsumption puts society and the planet at risk. However, consumption is also seen as important for jobs and the economy.
- "Smarter consumption" means being more discerning and making choices aligned with one's values to replace guilt with purpose. It includes consuming only what is needed, buying higher quality products, and reducing waste.
- Many people feel weighed down by excess possessions and regret purchases they don't need. They admire those who consume mindfully and locally.
This document provides information about MOJO Ad, a student-run advertising agency at the Missouri School of Journalism that specializes in marketing to youth and young adults (YAYA). It introduces the various staff members and their roles. It also prefaces the State of the YAYA 2016 report, which will analyze insights and survey findings about the YAYA consumer market.
This document provides an overview of the staff and specializations at MOJO Ad, a student-run advertising agency at the Missouri School of Journalism that specializes in marketing to youth and young adults (YAYA). It introduces the various account executives, planners, researchers, media planners, social media specialists, digital strategists, content managers, copywriters, art directors, graphic designers, and management staff that comprise MOJO Ad. It also provides a brief description of MOJO Ad and its focus on understanding the YAYA market through research and by being members of that demographic. The document is presented as part of the State of the YAYA 2016 report produced by MOJO Ad to provide insights into YAY
This document provides information about MOJO Ad, a student-run advertising agency at the Missouri School of Journalism that specializes in marketing to youth and young adults (YAYA). It introduces the various staff members and their roles. It also prefaces the State of the YAYA 2016 report, which will analyze insights and survey findings about the YAYA consumer market.
Heroes are known to be bold problem solvers who fight for good. Why then are Millennials known as the “hero” generation? And why does that answer matter to companies?
Millennials are the largest generation yet and are poised to change the world. Increasingly acting as agents of change, they not only expect to succeed at having an impact on the world, but also seek out brands with the same goals in mind.
Millennial expert Todd Metrokin, Vice President and Creative Strategist, Ogilvy & Mather Washington D.C., shares a deeper look at Millennial behaviors and how to market to this “hero” generation.
3 Ways Insurers Can Improve Their Relationship with MillennialsGen Re
To help make your marketing more relevant to the millennial generation, see our three takeaways on strategies we believe work.
Read More: http://www.genre.com/knowledge/blog/marketing-to-the-millennial-mindset.html
The 5 keys to engage Millennial thinking - Fintech Americas, Miami October 2015Juan Lopez Salaberry
The document discusses characteristics and views of Millennials born between 1982-2000. It notes that by 2025, Millennials will represent 75% of the global workforce. While connected digitally, Millennials can feel disconnected and have more virtual than real relationships. They are seen as nomadic, seeking global opportunities, and less committed to employers long-term. The document also discusses challenges banks face in appealing to Millennials, including showing care, going mobile, creating engaging experiences, differentiating, and leveraging social media.
Boomers Aren't Dead Yet: Insights Report October 2013The Buntin Group
Do you realize Brad Pitt and Madonna are Baby Boomers? Yep. This report will make you look at Boomers differently. See what your brand can do to reach a generation that is 80 million strong!
This document provides an overview of marketing strategies for reaching Millennials. It discusses Millennials' heavy usage of screens and social media. Brands are important to Millennials and they expect transparency and rewards from branded content. Millennials prefer prepaid cards as they want to manage their money carefully and avoid debt. A new app called Perk is introduced that rewards Millennials for their time spent on mobile through games and videos by depositing funds in a digital wallet or prepaid card.
The document summarizes research from a survey of millennials (ages 19-29) and non-millennials (ages 30+) in the US regarding their attitudes towards customer loyalty programs and rewards. Some key findings from the survey include:
1) Over three-quarters (77%) of millennials participate in loyalty and rewards programs, compared to four in five (82%) of non-millennials.
2) Nearly half (47%) of millennials agree they are more likely to share personal details with brands that offer loyalty and reward incentives.
3) When introduced to the idea of a US coalition loyalty program where points can be earned across multiple partners, 74% of millennials rated this as
Millennials are a generation born between 1980-2000 that will have an estimated $1.4 trillion in spending power by 2020. They are more racially diverse, less religious, and were the first generation to come of age in a digital world. Millennials prioritize social causes, experience, and reviews from friends over traditional advertising. They are optimistic yet burdened by student debt and distrustful of institutions. Millennials expect companies and brands to share their values and provide convenient, personalized shopping experiences through multiple channels including mobile.
Generation Z encompasses ages 13 to 19, with a psychographic overlap with young Millennials ages 20 to 24. As digital natives with more familiarity with virtual worlds than previous generations, Generation Z is redefining the "new normal."
This presentation focuses on the 18 to 35 year-old age group and what their desires are when they travel. It will be of use to those marketing travel products to them or travel advisors seeking to expand their portfolio of clients in this age bracket.
This is the March 2009 edition of the Luckie-produced Generational News & Views newsletter. It takes a quick topical look into the lives of Baby Boomers, Gen Xers and Gen Y.
The document discusses MOJO Ad, a student-run advertising agency focused on marketing to youth and young adults (YAYAs). It produces an annual report called the State of the YAYA based on research of 700+ 18-24 year olds. The report sheds light on who YAYAs are, their attitudes, behaviors, and interests. YAYAs make up 31 million people in the US and have $463 billion in spending power. Marketers risk losing them forever if they fail to understand this complex, changing demographic.
Our First Presenter was: Michael Salamon
Presentation Title: Step 3: Trail Assessment and Condition Surveys (TRACS)
Our Second Presenter was: Sarah Weise
Presentation Title: The New Rules of Marketing for Gen Z
This document discusses generational characteristics of Generation Y (also known as Gen Y or Gen buY), born between 1978-1990. Some key points:
- Gen Y is more ethnically diverse than previous generations and values community and collaboration over individualism. They are confident and want flexibility in their careers.
- Financially, Gen Y has significant spending power but also faces high costs for housing, education, and healthcare. They are tech-savvy investors who manage finances online.
- Gen Y is marketing savvy and wants choices. They are not swayed by "hard sell" advertising but influenced by lifestyle connections and customer loyalty.
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
State of the YAYA 2020 (spreads) | Volume 1: DepthMadisonStemmler
The document is the introduction to a report called "State of the YAYA" produced by MOJO Ad, a student-run advertising agency. It discusses the Youth and Young Adult (YAYA) market, which MOJO Ad specializes in understanding. The report analyzes data from a national survey of over 700 people ages 18-24 to provide insights into who YAYA individuals are, their attitudes, behaviors, and concerns. Some of the key topics covered in the report include news consumption, political views, and sources of anxiety for the YAYA demographic.
3. Account Executives
Nicole Caldwell, Clayton Conness, Mara Worley
PR Account Executives
Julia Brun, Miranda Lee, Marta Witko
Account Planners
Madeline Jones, Jamie Lazaroff, Jacquelyn Olson
Researchers
Jacob Renie, Maris Smith, Michael Wang
Media Planners
Kylie Bixby, Breckyn Crocker, Faith Vickery
Digital Specialists
Derrick Lin, Jalen Mosby, Hailey Rutledge
Content Managers
Rachel Moore, Abby Narishkin, Hannah Tinnin
Copywriters
Macyn Gillespie, Rosie Hutchison, Brianna Olson
Art Directors
Kevin Ackermann, Samantha Huston, Jillian Mullin
Graphic Designers
Laurel Kasten, Kristy LaRue, Claire Zou
Video Producers
Amanda Manno, Brad Nachtrieb, Zach Stoner
Special thanks to our management staff:
Margaret Duffy, Brad Best, Frank Corridori, Jamie Flink,
Jon Stemmle and Mark Swanson
4.
5. Who is MOJO Ad?
Demographics
“Adulting” in YAYA Utopia
On Top of Banker’s Hill
In the Cart Clouds
Checking In at the Wellness Brain
Inside the Digital Water System
Hustling Through Opinion Centre
By the Light of the Sun Tower
Picking from the Fun Facts Forest
1
5
7
13
19
25
31
37
43
49
7. 2
Far, far away, in a realm unlike any other, lies a world
unexplored by those outside of this unique life stage.
Resting beneath a blanket of stardust, this land is
inhabited by the 18- to 24-year-old demographic. They
are the Youth and Young Adult (YAYA™) market — a
group that lives, works and plays in an ideal world
constructed by them, for them. They are diverse in
thought and action and unique in lifestyle and lingo,
making their world a mystery to outsiders.
Before now, no telescope could peer through the stardust
that enveloped their world. Our mission is to bring you
to their intricate land. Once there, you are sure to be
awestruck by this complex and wonderful place. It is
everything YAYA consumers are and hope to be. It is a
YAYA Utopia.
9. 4
MOJO Ad is the premier full-service, student-staffed
professional advertising agency at the Missouri School
of Journalism. We are specialists in all things young,
specifically 18- to 24-year-olds, or as we like to call them,
the youth and young adult (YAYA) market. We understand
this group better than anyone else because, after all, we
are them. We live in YAYA Utopia with them — sharing,
laughing, eating, playing, posting and experiencing life
together. It is our reality, and we’re here to show you
everything in it.
The State of the YAYA report is compiled and written
by the MOJO Ad staff and is based on insights from
secondary research, as well as our annual nationwide
survey of YAYA consumers.
A nationally representative sample of more than 400
YAYA consumers completed the survey through the
e-Rewards Opinion Panel of Rewards Now.
10. 5
35% are financially independent from their parents1
38% are currently enrolled in some college1
40% are politically neutral1
15% are married1
Male/Female2
In 2015, there were an estimated 31 million YAYA
consumers, which is about 10% of the U.S. population2
11. There are roughly 31 million 18- to 24-year-olds that make up the
YAYA market.2 This isn’t a generation, it’s a life stage, and it is a
crucial demographic for marketers to understand. These consumers
are growing in number and in buying power, but most importantly,
they are about to decide which brands will earn their loyalty.
With 40 percent enrolled in college3
and almost 30 percent
working full time5
, YAYA consumers are diligent, intelligent and
innovative. Their knack for innovation and trendsetting nature gives
them the potential to carry your business into the future. This report
will show you how to market to their unique and complex lifestyles.
6
Median income6
29% work full time5
88% own a smartphone1
28% say social media is their main source of news7
There are roughly 31 million 18- to 24-year-olds that make up the YAYA
market.2
This isn’t a generation; it’s a life stage, and it is a crucial
demographic for marketers to understand. These consumers are growing
in number and in buying power, but most importantly, they are about to
decide which brands will earn their loyalty.
With 40 percent enrolled in college3
and almost 30 percent working full
time5
, YAYA consumers are diligent, intelligent and innovative. They know
how to make the most of what they have in the present but will spend
more as they age, changing the status quo and impacting your business
for years to come.30
Their knack for innovation and trendsetting gives
them the potential to carry your business into the future. Your visit to YAYA
Utopia will show you how to market to their world and learn some unique
facts along the way.
13. 8
“ADULTING” in yaya utopia
“Just because I’m making it on my own doesn’t mean
I’m independent. School teaches you a lot but it doesn’t
prepare you for the real world. Last week I blew a fuse in
my apartment, and the power would still be out if I didn’t
call my dad for help. It’s embarrassing. I usually figure it
out, but I had no idea adulting would be this hard.”
15. 10
Welcome to YAYA Utopia. I’m your Shadow Bot, and I
will accompany you throughout your journey. I’m one of
the many devices that YAYA consumers turn to for help
as they make the transition into adulthood. After all,
when it comes to life skills, the YAYA demographic wishes
they knew more. They grew up in an era of Google
and helicopter parents, so they find it tricky to navigate
life’s daily tasks without aid. In times of self-doubt, they
question the usefulness of a pricey education system that
taught the quadratic equation instead of home economics.
That’s why they have coined the term “adulting” to
describe any activity related to being a grownup — from
changing a tire to doing taxes. This time of “adulting” is
exciting, but it also brings a mound of stress and amused
frustration.
The YAYA population can’t help but poke fun when
grown-up responsibilities like cooking don’t go as
planned. They only had to text mom once in the grocery
store about the difference between a chicken breast
and a chicken thigh — a new record! But the minute the
chicken burned to a crisp, they were left with a makeshift
meal of Ramen and a side dish of angst. Despite their
attempts to “adult,” YAYA consumers are optimistic about
the future and actively voice their future aspirations.1
It’s
just when they need basic skills that their hands are tied,
forcing most of them to turn to parents or Google.1
Or, in
YAYA Utopia, to Shadow Bots like me.
16. utopia at a glance
11
Nearly 2/3 said their parents are their primary source
of information for financial management18
92% of YAYA consumers turn to online sources to
educate themselves on topics that are interesting
to them1
Less than a quarter of 18- to 24-year-olds think of
themselves as independent adults1
More than 2 in 5 indicated college did not prepare
them for real world18
75% ask family members or turn to Google if they do
not know how to complete a task1
64% of YAYA consumers agree they rely heavily on
their parents for adult tasks1
17. Thoughts for
marketers
12
The YAYA market lives and breathes immediacy and “how-to”
help. It’s no surprise seeing that almost 74 percent of YAYA
consumers think their education has prepared them for their
chosen professions, but when it comes to everyday life skills,
they either rely on their parents (64%) or the internet (92%)
for “adulting” situations.1
That’s where marketers come in.
They have the power to help them through their inevitable
firsts using “how-to” digital content and help options, which
is why Tasty by Buzzfeed is so popular. With over 72 million
likes on Facebook, the recipe site curates short and simple
videos pushed out across a variety of social media channels.
This content offers YAYA “adulters” a digital community in
which they can share and watch videos that teach them how
to cook, peel vegetables and effectively store food — all in
roughly 60 seconds.
19. 14
on top of banker’s hill
“I’m not proud of it, but I’m really good at making the
last $17 in my account last until the end of the month. I’ve
never balanced a checkbook, but juggling the cash left
in my pocket, what’s left in my account and my credit in
Venmo comes second nature.”
21. 16
Upon entering YAYA Utopia, flowing streams and
futuristic buildings greet you with a jovial welcome. As
chirping Twitter birds flutter from tree to tree, all seems
vibrant and lighthearted in the YAYA world. That is,
of course, until an imposing building on the hillside up
ahead comes into view. Banker’s Hill is a sight to see
with its thick stone walls and golden doors, but YAYA
consumers rarely need to visit. With ingenuity and the
swipe of a thumb, they skillfully use an array of payment
apps as well as traditional debit and credit cards. These
YAYA financial ninjas have learned how to split the price
of a pizza three ways, have their friend pick up the cover
charge at the bar with cash, and then pay them back by
buying their Uber ride home — all with an app.
Their goal is to get past the pain of payment and get
back to having fun. When big expenses like rent come
along, the stress gets real. Although they are right on
the cusp of financial independence, these shortsighted
YAYA spenders still struggle with managing budgets
and balancing bank accounts. As long as they have
enough money for spontaneous dinners out, they’re set
for the time being. Because they value convenience over
conservation, it’s no wonder they spend the most per
month on food away from home.29
Despite the lack of regular customers at Banker’s Hill,
the YAYA demographic does appreciate the banking
institution, visiting their mobile banking apps several times
a day. With all of their banking done virtually, the only
reason to knock on the golden doors is for big “adulting”
tasks, like applying for a loan. In fact, 53 percent of
the demographic wishes Banker’s Hill would better
advise them regarding financial decisions.10
But once
these stressful visits are out of the way, it’s back to their
preferred virtual banking method.
22. utopia at a glance
17
43% feel like they aren’t saving enough money
each month12
71% would rather go to the dentist than to their bank11
3 out of 4 YAYA consumers responded they would
rather be debt-free than rich1
65% of YAYA consumers agree they feel unprepared to
manage their finances (includes moderately, generally
and definitely agree)1
23. 18
Thoughts for
marketers
Because YAYA consumers prefer a virtual relationship
with their banks, marketers must meet them with instant
pay options, optimized for mobile. Now more than
ever, frictionless transactions are critical, and the more
integrated payment options can be with social networks,
the better. These options allow YAYA spenders to interact
and “bank” with one another, which is why apps like
Venmo are so popular among the demographic. But since
they also grow weary with the thought of debt, they
appreciate when companies help them with budgeting.
Apps like Mint help YAYA marketers manage their money
and set up a budget, taking the stress out of “adulting”
and finances with a step-by-step mobile process in the
palm of their hand.
25. 20
in the cart clouds
“I open my laptop to check on a project, but before
I know it, I’m on Urban Outfitter’s website with a full
shopping cart. Sometimes I just need to take a little break
and unwind for a second, and that break is made even
better when the jacket I’ve been wanting is half-off. If I
don’t like it, I can always mail it back.”
27. 22
If you look up high in the sky, you can see YAYA Utopia’s
very own virtual shopping mall floating above the land.
These Cart Clouds stretch across the Utopian atmosphere.
Because YAYA shoppers spend the greatest percentage
of their income online, there’s not a huge need for many
brick-and-mortar malls in the land of free shipping and
endless websites. Over half (61%) will purchase their
favorite brands even if they are not on sale.1
This is why
when the Cart Clouds fill up with purchases, the sky turns
dark and rains down orders on shipping addresses across
the land.
Online shopping is every YAYA consumer’s cloud nine.
They enjoy the casual, creative escape it offers, and
it’s not as daunting as taking a trip to the store, where
salespeople corner them with the hard sell. YAYA
shoppers will browse Facebook ads, spot the cute jeans
they were scoping out last week and have a full cart
within minutes. Whether or not they purchase everything
in the cart is still unclear; after all, just because it’s saved
doesn’t mean it’s final. The YAYA market can rest easy
knowing that the “confirm purchase” button is their “last
out” during spontaneous spending sessions.
As long as hidden fees don’t burst their bubble, YAYA
spenders love the shopping spontaneity game — until
they remember the Cart Clouds hovering over Banker’s
Hill. That’s when the virtual carts start to pour, draining
account balances across YAYA Utopia.
28. utopia at a glance
23
The biggest online shopping annoyances for YAYA
spenders are: waiting for the product to arrive, shipping
fees, the item not being what they expected, hidden
fees and website glitches1
78% make spontaneous purchases online1
55% say they buy online more than they should1
77% agree they shop online for inspiration and
new ideas1
66% of YAYA consumers agree they shop online
to relax1
29. Thoughts for
marketers
24
Not only are YAYA shoppers spending their bucks online,
but they’re also critiquing websites along the way, which
is why marketers must meet them with a pleasurable,
effortless experience. The minute the process gets too
complicated, the website gets glitchy or hidden fees
creep into the bill, the YAYA demographic won’t hesitate
to close all tabs, so marketers must stay on their toes
from search to delivery. Since YAYA consumers are
spontaneous shoppers, brands can find success through
retargeting and native advertising. Using information
from previous searches and clicks, they can place ads on
social media to recapture interest and inspire shoppers to
follow through with a purchase. Unlike banner ads, they
appear naturally in a news feed or timeline like a post or
a tweet, meeting the YAYA market in their social media
habitat with a subtle reminder.
31. 26
checking in at the wellness brain
“Mental health is an important topic, and it’s hard to
imagine a time when people didn’t talk about it. My
friends and I throw out words like depression and anxiety
so much that they’ve become part of our everyday
vocabulary.”
33. 28
In case anyone in YAYA Utopia needs a checkup, the
Wellness Brain is just around the bend from Banker’s Hill.
It’s a unique facility where doctors respect their patients’
wishes to care as much for mental health as they do for
physical health. YAYA thinkers are passionate about
changing the negative stigmas associated with mental
health stereotypes.
The walls of the Wellness Brain are completely
transparent and reflect YAYA residents’ acceptance of
those who are open about their struggles. Digital screens
are scattered throughout the city, featuring the latest
Facebook status about a fight with anxiety or Instagram
post documenting the before and after of an eating
disorder battle. The online YAYA community supports
each individual’s vulnerability and acts as a safe haven,
validating each other with likes, comments, shares and
the “thumbs up” button.
This ongoing discussion has made mental health almost
trendy, sparking conversation on the streets of YAYA
Utopia. Inhabitants walk to work and class while
sporting unique tattoos — a semicolon, an infinity sign
or a meaningful quote — that serve as reminders of their
journey to public ownership and acceptance of their
struggles.
34. utopia at a glance
29
Between 2013 and 2014, the 18- to 25-year-old
demographic was the only age group to see an increase
in mental illness diagnosis, while all other age
groups declined4
Although 35% say they’re comfortable discussing their
problems with peers, the majority (65%) still believe
they need to hide their problems1
51% definitely agree that mental health is just as
important as physical health1
3 out of 4 YAYA advocates are comfortable discussing
mental health with their peers1
35. Thoughts for
marketers
30
Because the mental health conversation is trending,
brands can seize the opportunity to make a difference
with their messages. With 35 percent saying they are
comfortable discussing problems among peers, YAYA
shoppers appreciate branded messages that reinforce
that it is OK for young adults to be vulnerable and
authentic.1
They have taken the concept of mental health
from the shadows into the light. Celebrity advocates such
as Demi Lovato have gained a considerable following
among the YAYA demographic, who appreciate her
vulnerability concerning her mental health. SKECHERS
aligned with her message and, as a result, garnered a
reputation of authenticity, gaining credibility in the eyes
of YAYA activists.
37. 32
inside the digital water system
“I wish I could swipe a filter over my face in real life. It’s
frustrating to see how great I look with a Snapchat filter
compared to how I look in the mirror. I just hope no one
notices the difference when they see the unfiltered me in
the grocery store.”
39. 34
No matter where you go in YAYA Utopia, you will find
a beautiful stream of filters flowing throughout the
land. This ever-flowing source is pumped through the
Digital Water System, a massive water treatment plant
that pushes social media content to its inhabitants on a
consistent basis. The constant flow of filtered photos and
videos makes it difficult for YAYA consumers to separate
their real world from the filtered one that notifies their
phones every minute. They’ve grown accustomed to
perfecting their appearance for online followers, but are
afraid that perception won’t match up to the truth. This
creates an inner conflict of distortion that motivates the
YAYA market to seek quick fixes through beauty products
and even cosmetic surgery.
The only time the Digital Water System stops pumping
filtered content is when the two worlds collide on a
quick Starbucks run or walk to class. At that point, YAYA
consumers are thrust into a filter-free reality for just a
second as their Facebook friends walk past them in real
life. It’s not until YAYA seekers look down at their phones
again that their worlds go back to filtered perfection.
40. utopia at a glance
35
YAYA consumers are heavy purchasers of beauty
products. More than 60% bought eight or more beauty
items in the past year15
79% agree that advertising makes people feel badly
about their bodies1
76% would alter their body if money was not an issue1
56% agree their physical appearance is more attractive
online than in person1
41. Thoughts for
marketers
36
Marketing beauty products and services to YAYA
users is a balancing act. A brand’s messaging should
communicate a real-word version of a quick, digital
fix, connecting the emotional and physical benefits
along the way. The YAYA market is hypersensitive to
anything considered over the top or fake, so playing up
authenticity and natural enhancement is a must. Take
L’Oreal’s “Beaumojis” for example.16
Utilizing social
media to target consumers, L’Oreal created a complete
keyboard of emojis that sported unique hair styles and
eyebrow shapes, promoted ethnicity and authenticity
and visually communicated product benefits. Quick,
emotionally stimulating strategies like this one meet YAYA
consumers in both their filtered world and their real one.
43. 38
hustling through opinion centre
“Most of the news I care about is on my social media
feeds. That’s why I log on to see what’s up. For me,
what’s trending is just the beginning. The REAL story
unfolds when I see what everyone else is saying about it.”
44. The Digital Water Tower also pumps water directly through
Opinion Centre, where Times Square pales in comparison.
The constant glow of screens light up the town as
passersby walk to and fro, but if you look closely, it grows
painstakingly obvious that YAYA consumers live in a world of
differing opinions. They distrust traditional news sources and
read every article and tweet with a critical eye, constantly
sifting through potential bias, author’s viewpoint and
sources. The YAYA demographic approaches each post with
caution, hesitant because they believe the media has made
the world out to be scarier than it is in reality.1
39
hustling through
opinion centre
45. 40
The Digital Water System also pumps content directly
through Opinion Centre, which makes Times Square pale
in comparison. The constant glow of screens lights up the
town as passersby walk to and fro. If you look closely,
it becomes obvious that YAYA consumers live in a world
of differing opinions. With only 28 percent loyal to a
news source,20
the YAYA demographic reads every article
and tweet with a critical eye, constantly sifting through
potential bias, author viewpoint and sources. They
approach each post with caution, hesitant because they
believe the media has made the world appear scarier
than it is in reality.1
As 18- to 24-year-olds immerse themselves in multiple
story perspectives, they also view news in real time
through their social accounts. From Facebook to Twitter
to Snapchat, YAYA newshounds are 38 percent more
likely to use social media — versus 17 percent who
use traditional sources like TV — to gather breaking
headlines.9
And because they follow friends, experts and
organizations, they receive a constant feed of opinions.
But despite the overload, social media adds to their
news search with fresh, stimulating conversation and
novel thinking. The majority of the YAYA market values
alternative points of view, approaching other sources with
an open-minded nature that frequently transforms their
own opinions.1
46. utopia at a glance
41
For the first time ever, 28% of 18- to 24-year-olds say
social media is their main source of news, compared to
television (24%) 7
The majority of the YAYA demographic believes that the
news is always biased24
95% of YAYA consumers agree it’s important to hear
other people’s ideas, even if they are different from
their own1
The majority of YAYA consumers believe the news media
makes the world seem scarier than it is1
47. Thoughts for
marketers
42
With only 28 percent of the YAYA population loyal to
a news source, social media has become their go-to
destination for news.20
Suit-and-tie reporters don’t carry
the same weight that they used to, and the new voices of
reason for the market come from social media influencers
on popular platforms like Snapchat. With YAYA
consumers three times more likely to search for news on
Snapchat than in a newspaper1
, marketers can capitalize
on the platform to deliver news-based content. Depending
on interest, YAYA watchers seek out Snapchat influencers
that help keep them in the know, as well as consulting the
‘Live Story’ feature on the app that delivers news content
by the minute. Because most YAYA consumers would
rather find their news on social media, marketers now
have immense power to leverage their brand and build
awareness with simple solutions such as featured stories
or social media influencers. But beware — it’s easy to get
lost in the information overload of social media. For this
reason, marketers must brand their content in order to be
properly sourced and accredited.
49. 44
by the light of the sun tower
“A social life, a work life and sleep - I really only get
to pick two. I’m constantly trying to cram as much as
humanly possible into my day because down time is
wasted time. When people check my Instagram, I want
them to see I’ve landed a killer promotion and have gone
out three times this week. Social media never sleeps, so
why should I?”
51. 46
We’ve reached our final stop in YAYA Utopia: The Sun
Tower. It’s a luminescent orb that clicks on when the real
sun goes down, allowing YAYA workers to push through
into the night. They are the embodiment of “carpe diem,”
not wanting to waste a single second of their day. These
YAYA doers pride themselves on being busy, working
multiple jobs at once and still finding time to stay out
with friends until 2 a.m. Even if they have to deprive
themselves of sleep, the fulfillment of proving their ability
to handle a heavy workload justifies the sacrifice.
With 43 percent of YAYA workers saying that limited time
keeps them from their ideal health and ultimate potential,
it’s no wonder they all wish there was more of it.17
Why be nocturnal when you can be “all-turnal?” YAYA
workers are always moving and on the go, striving to
achieve equal amounts of work and play. This sense of
strife can sprinkle their days with anxiety as they attempt
to do it all. If “doing it all” wasn’t enough to put on a
resume, they feel compelled to share their feats with the
world. As the social media stream flows past their offices,
universities and Friday night hangout spots, they can’t
help but share their accomplishments or see the successes
of others. After all, a job promotion wouldn’t be complete
without a Facebook announcement, and in the same way,
a night out would fall flat if a Snap wasn’t there as proof.
In the process of posting achievements, they can’t help
but compare their success rate to that of their peers on
social media. It helps define and archive their social and
work successes.
52. utopia at a glance
47
Less than half (48%) of 18- to 29-year-olds say they get
as much sleep as needed21
Free response: “In my daily life I’m most anxious
about…”1
•Getting everything done on time while also
trying to find time to engage in fun activities
• Balancing being happy and stress-free, plus
doing well and succeeding
• My work-life balance
1/3 had four or more jobs in their lifetime1
86% of YAYA consumers agree that if they work hard,
they should play hard1
53. Thoughts for
marketers
48
When it comes to primetime marketing hours, there is no
limit. Marketers can target this demographic any time,
day or night. On Instagram alone, 39 percent of YAYA
consumers use it right before they go to sleep and 33
percent scroll through it first thing in the morning. The
YAYA market is so connected that one-third are most
likely to sleep with their smartphone in bed.22
Brands
like McDonald’s UK and Taco Bell have capitalized on
consumer activity in non-waking hours. Whether it’s
posting photos of McDonald’s All-Day Breakfast at 2 a.m.
or Taco Bell giveaway submissions at 4 a.m.,19
the content
aims to trigger needs and desires in consumers who are
busy scrolling through social media in the wee hours of
the night (or morning).
55. 50
You’re nearing the end of your journey through YAYA
Utopia with a walk through the Fun Facts Forest, lining
the road to the exit. Here, a path of scattered trees
and bushes grow golden nuggets of information in all
shapes and sizes. These nuggets are always growing and
replenishing travelers like you with fresh, fun information
you can take on the road. We hope they remind you of
the wonderful land beyond the stardust.
56. 51
fun facts
72% of YAYA consumers are willing to accept a lower
standard of living to conserve energy1
54% of YAYA consumers think scientific advancements
will do more harm than good1
The top social media accounts checked on a daily basis
are Facebook (59%), YouTube (51%), Snapchat (43%)
and Instagram (37%)1
87% agree they regularly engage with people whose
opinions are different from their own1
When asked the open-ended question “Before I die I
want to…,” respondents mostly responded with answers
relating to travel, self-fulfillment and financial stability1
57. 52
69% agree they would make special effort to buy
products from businesses that are environmentally
conscious1
87% say they agree that friends are part of their family1
84% of YAYA consumers like to try new foods when
eating with friends1
80% of YAYA consumers share a meal with friends at
least once a week, while 20% say they share a meal
more than four times a week1
The YAYA market outspends older demographics in the
categories of dining out, apparel and services25
58. 53
fun facts
In the 18-24 age group, 65% of consumers buy
products and services with their smartphones28
The YAYA market prefers to deal with finances via
mobile or online24
19% of 21- to 24-year-olds have admitted to borrowing
someone else’s food to post on social media27
40% of Spotify’s 50 million monthly active users and
12.5 million premium users are 18- to 24-year-olds26
In 2013, consumers under 25 years old had the highest
share of overall spending on food away from home
at 6.9%25
59. 54
Less than half of YAYA consumers trust stores to protect
their payment information23
Consumers ages 19 to 25 are more likely to see the
latest news in their social media feeds (38%) than on
TV (17%)9
Twice as many YAYAs watched the first GOP debate on
Snapchat than on TV29
The YAYA market is most active in the workforce during
the summer22
60. 1. MOJO Ad. (2016). 2017 State of the YAYA Quantitative Research Report.
[Data file]. Unpublished raw data.
2. U.S. Census Bureau, Population Division. (2016, June). Annual Estimates of the
Resident Population by Single Year of Age and Sex: April 1, 2010 to July 1, 2015.
Retrieved August 29, 2016, from http://www.census.gov/popest/data/national/
asrh/2015/index.html.
3. National Center for Education Statistics. (2015, August). Percentage of 18- to
24-year-olds enrolled in degree-granting postsecondary institutions, by level of insti-
tution and sex and race/ethnicity of student: 1970 through 2014. Retrieved August
29, 2016, from http://nces.ed.gov/programs/digest/d15/tables/dt15_302.60.
asp?current=yes.
4. The Institute for College Access Success. (2015, October). Student Debt And The
Class Of 2014. Retrieved August 29, 2016, from http://ticas.org/sites/default/files/
pdf/classof2014_embargoed.pdf.
5. Bureau of Labor Statistics. (2016, February). Labor Force Statistics from the Current
Population Survey. Retrieved August 29, 2016, from http://www.bls.gov/cps/
cpsaat08.htm.
6. Current Population Survey (CPS) Annual Social and Economic (ASEC) Supple-
ment. (2016, June). Marital Status-People 18 Years Old and Over, by Total Money
Income, Work Experience, Age, Race, Hispanic Origin, and Sex. Retrieved August
29, 2016, from http://www.census.gov/data/tables/time-series/demo/income-pov-
erty/cps-pinc/pinc-02.html.
7. Newman, N. (2016). DIGITAL NEWS REPORT 2016 (1st ed., p. 10). Retrieved from
http://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital-News-Report-2016.
pdf.
8. Smith, A., Anderson, M. (2016, February 29). 5 facts about online dat-
ing. Retrieved August 25, 2016, from http://www.pewresearch.org/fact-
tank/2016/02/29/5-facts-about-online-dating/.
9. U.S. Census Bureau, Population Division. (2016, June). Annual Estimates of the
Resident Population by Single Year of Age and Sex: April 1, 2010 to July 1, 2015.
Retrieved August 29, 2016, from http://www.census.gov/popest/data/national/
asrh/2015/index.html.
10. National Center for Education Statistics. (2015, August). Percentage of 18- to
24-year-olds enrolled in degree-granting postsecondary institutions, by level of insti-
tution and sex and race/ethnicity of student: 1970 through 2014. Retrieved August
29, 2016, from http://nces.ed.gov/programs/digest/d15/tables/dt15_302.60.
asp?current=yes.
11. Bureau of Labor Statistics. (2016, February). Labor Force Statistics from the Current
Population Survey. Retrieved August 29, 2016, from http://www.bls.gov/cps/
cpsaat08.htm.
12. 2006. Rockville, MD: Substance Abuse and Mental Health Services Administration.
https://store.samhsa.gov/shin/content/SMA07-4257/SMA07-4257.pdf.
13. Mintel. (2016, March). High level of satisfaction and trust in traditional finan-
cial services. Retrieved August 29, 2016, from http://academic.mintel.com/dis-
play/772222/?highlight#hit1.
55
ATTRIBUTIONS
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ber 30, 2016, from http://www.avoka.com/blog/2016-millennial-banking-trends/.
15. Mintel. (2013, November). Marketing to Millennials - US - February 2014. Retrieved
August 29, 2016, from http://academic.mintel.com/display/695055/?highlight.
16. Smith, C. (2015, April 27). Gen X and baby boomers present a huge opportunity for
online retailers. Retrieved October 02, 2016, from http://www.businessinsider.com/
the-age-demographics-of-who-shops-online-and-on-mobile-2015-4.
17. Behavioral Health Trends in the United States: Results from the 2014 National Survey
on Drug Use and Health. (2015, September ). Retrieved August 1, 2016, from
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