The 20somethings of the Millennial Generation are inspiring, innovative, educated and - most of all - connected. Buzz Marketing Group interviewed over 500 men and women across the United States to learn about the lives of this unique generation.

1. THE Buzz ON
20Somethings
REPORT
1.0
Th e f ir s t wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e se u p a nd
c o m i n g Mille n n ia ls.

2. Who was
INVOLVED?
9000
This network is used as a resource for
ethnographies, focus groups, personal
2.11 interviews, immersion
10.2
577 members of our Laun c h ed experiences, surveys, and polls.
Overall, this panel is composed of
buzzSpotter® network trend influencers, and represent all of
nline
participated in this F ie lded o the “tribes” we have identified, which
include: independents, preppies,
survey, the first in a Closed 12.23.11
techies and alternatives. buzzSpotters®
new annual series on
577
20somethings.
55% /45%
female male Par tic ipa n ts
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3. location
CT; 2
WI; 3 TN; 3
UT; 3
FL; 5 NY; 23
NJ; 5
The majority of
GA; 5
participants are
from these states. PA; 8
CA; 22
IL; 21
STATS BY STATE AND PERCENTAGE >>>
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4. AGE
25 - 28 YRS,
45%
The respondents
22 - 24 YRS,
ranged in age from 32%
19 – 28 years.
20 - 21 YRS,
23%
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5. ethnicity
American Indian 1% 4% other
Latino
Asian
9%
8%
15% 63%
black white
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6. Level of
EDUCA TION other
Masters 6%
10%
22%
H.S. diploma
Even though some recent
trends suggest that
Millennials are rethinking 46% 16%
associates
the need for higher Bachelor’s
degree
education, our results show
that just 22% hold a high
school diploma.
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7. EMPLOYMENT
17%
Part time
12%
unemployed
45%
Full time
3% 16%
other student
7%
Self employed
Only 12% are totally
unemployed. Millennials are
finding ways to make money.
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8. Annual
EARNINGS
At least 50% of our other
20somethings are making over 1% Less than
$30,000 a year. $5K
14%
24%4 5 k
Over $ 17%
$5K - $15K
26%
$30k - $45k
22%
$15k - $30k
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9. DO YOU WANT TO
START YOUR OWN
BUSINESS?
33%
58%
do not want to start a business
want to start a business
E n tre p re neur
sh ip is steadily c lim
bing 9%
nials.
am o ngst Mille n may start a business
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10. Where IS
How much 1% HOME?
Do you pay? other
$ 31% 20%
With parent
Renters / Owners
With 2 or more
0-250 62% / 38% people
250-500 70% / 30% 13%
alone
500 - 750 67% / 33%
64% / 36%
30%
With one person
750 - 1000
1000 - 1250 59% / 41%
1250 – 1500+ 53% / 47%
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11. 1% 1%
other divorced
15%
married
31%
SERIOUS
44% single
ARE YOU IN A
RELATIONSHIP?
relationship
8% It is not just that these Millennials are
dating opting out of marriage, they are opting
out of serious relationships as well.
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12. What do you 60*
look for when
making a
P URC HASE?
21
6 6 4 2 1
quality price style other brand ads Eco-friendly
*The above are percentages for each response.
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13. Which DISCOUN T
SITES DO YOU USE?
7* 9 13 28
43
other gilt jetsetter Living social groupon
*The above are percentages for each response.
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14. What would you
BUY WITH YOUR
Mobile phone?
20somethings are most likely to
purchase tickets to movies, concerts
and events with a mobile phone.
groceries tickets clothing beauty
10
24
12
36
no
42
11
34 8
daily
% 10
31
30
occasionally
31
44 35 26
frequently
17
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15. LIST THE
P ROF ILES YOU
MAINTAIN IN ORDER OF
IMPORTANCE.
other
LinkedIn
5TH
4TH
40% are online more
than 6 hrs a
myspace day.
3RD
twitter 2nd
Facebook 1st
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16. Where do you get
YOUR NEWS FIRST?
Television newspapers Friends & family
44% 3% 6%
of those who get internet of those who get
their news from
radio of those who get
their news from
70% 4%
their news from papers go here first. others go here first.
TV go here first. 30% use it as their 14% use it as their
17% use it as third choice. of those who get second choice.
their second of those who get their news from radio
choice. their news online go go here first. 35%
here first.18% use it use it as their second
as their second choice.
choice.
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17. WHEN IT COMES TO
POLITICS, WHAT’S
MOST IMPORTANT TO
YOU?
How would you rate
Report Card PRESIDENT OBAMA’S
performance?
t issue
t impo r tan
e n t is still
th e m os ia ted A 9%
Emplo ym sues typ ically asso c
45%
g
for M ille n nials. Is marriage and legalizin
th you th , li
ke gay B
o n.
wi
pale in c o mparis
C 31%
marijuana,
D/F 15%
62% 15%
employment education
10%
healthcare
6%
Legalize
gay marriage
5%
Legalize
marijuana
2%
foreign
policy
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18. KEY THE Y AR E NOT HOME
FINDINGS ALONE. Only 13% of our
respondents live alone. This
communal style of living is
a trend that we do not
foresee changing in the near
future.
HIGHE R EDUCA TION THE POWE R OF THE
IS S TILL IMPOR TAN T. IN TE R NE T. Whether
These older Millennials are they are shopping via
still banking on a college Groupon or getting their
degree, and they are news, Millennials spend an
assuming the debt necessary average of 6 hours online
to get it. each day.
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19. UP F INANCES. We know that
for the most part,
NEXT… Millennials are employed,
but how are they spending
their money? What
matters most?
POLITICS. With the
RELA TIONSHIP S. Our next Presidential Election
wave will focus on Millennial looming, we will have our
relationships. We know that
eye on candidates and talk
they’re getting married less and
opting for long-term to Millennials about their
relationships, or the single life. November predictions.
We will also explore these trends
with a group of Millennials.
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20. CONTACT
US
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com
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