Millennials 12.0: Holiday Spending Study

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Buzz Marketing Group's TWELFTH WAVE of our annual report profiling 20somethings. This month, we discuss Millennials and Holiday Spending.

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Millennials 12.0: Holiday Spending Study

  1. 1. Buzz on Holiday Spending Study 12.0Th e t we lf th 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. 2. Who was Involved? 9000 This network is used as a resource for 2 ethnographies, focus groups, personal h ed 10.29.1 interviews, immersion Launc experiences, surveys, and polls.611 members of our 1,237 atte mpts Overall, this panel is composed of trend influencers and represent all ofbuzzSpotter® the “tribes” we have identified, which include: independents, preppies,network F ie lded o nline techies and alternatives. buzzSpotters®participated in this Closed 11.02.12 611survey.63% /37%female male Par tic ipa n ts buzzmg.com
  3. 3. location Rest  of  the  USA   AZ   2%   14%   CA   TX   FL   11%   4%   4%   SC   GA   2%   4%   PA  The majority of 5%   IL  participants are OR   9%   3%  from these states. IN   OH   2%   5%   MD   NC   NY   2%   3%   NJ   MA   13%  STATS BY STATE AND PERCENTAGE >>> 6%   MI   4%   MN   3%   MO   2%   2%   buzzmg.com
  4. 4. AGE 18-­‐22   22%  The respondents 23-­‐26   31%  ranged in age from18 – 35 years old. 21%   27-­‐30   31-­‐35   26%   buzzmg.com
  5. 5. ethnicity Hispanic   American  Indian   8%   1%   Asian  American   Other   3%   1%   Black   18%   White   69%   buzzmg.com
  6. 6. Relationship Status Divorced   9%   Single   DaUng   13%   2%   In  a   relaUonship   8%   Married   68%   buzzmg.com
  7. 7. Education Ph.D   None  of  the   1%   Above   4%  Masters  Degree   High  school   12%   diploma   26%   Bachelors   Associates   Degree   Degree   36%   21%   buzzmg.com
  8. 8. employment 54%   15%   11%   8%   6%   4%   2%  Working  full-­‐ Working  part-­‐ Unemployed   Self-­‐employed   Other   A  student   A  student-­‐worker   Ume   Ume   buzzmg.com
  9. 9. Household income e twee n ille n nials fall b 45% o f our M use h o ld th e na tio n al ave rage h o 000 and $82, 000 in c o me o f $3 3, 45%   33%   13%   1%   2%   1%   5%  Less  than   $8,000  -­‐   $33,000-­‐   $82,000  -­‐   $170,000  -­‐   More  than   I  dont  want   $8,000   $33,000   $82,000   $170,000   $370,000   $370,000   to  specify   buzzmg.com
  10. 10. Who do you shop with? 92%   54%   44%   22%   21%  Myself   My  Child(ren)   My  Friends   My  Parent(s)   Other   buzzmg.com
  11. 11. When will you begin Holiday 39%   shopping? 18%   14%   13%   7%   5%   4%   1%  November   I  shop  all   Black   October   2  Weeks   Before   Halloween   Last   year  long   Friday   before   October   minute   for  holiday   Christmas   gias...   buzzmg.com
  12. 12. How manytimes will You go shopping? Twice   Once   2%   5%   Three  Umes   8%   Four  Umes   6%   Five  Umes   3%   As  many  Umes  as  I   need  to   76%   buzzmg.com
  13. 13. How will the economy impact your spending? I  will  look  for  more  sales   72%   56%   I  will  do  more  comparaUve  shopping  online   I  will  do  more  online  shopping   47%   32%  I  will  spend  less  overall  and  I  will  use  more  coupons   I  will  buy  more  store  brand/generic  products   17%   16%   I  will  not  be  impacted  by  the  economy  this  year   I  will  try  to  reuse  last  years  items   8%   buzzmg.com
  14. 14. How much do you plan to spend this year? 22%   19%   15%   14%   14%   9%   8%  $0  -­‐  $200   $200  -­‐  $400   $400  -­‐  $600   $600  -­‐  $800   $800  -­‐   $1,000  -­‐   More  than   $1,000   $1,200   $1,200  buzzmg.com
  15. 15. Do you plan to spend more or less than last year? more  than  last   year  less  than  last  year   21%   26%   the  same  amount  as   last  year   53%   buzzmg.com
  16. 16. How do you plan to pay for your purchases this year? Cash   23%   Debit  Card   44%  Credit  Card   33%   buzzmg.com
  17. 17. Are you more likely to purchase something if part of the proceeds go to charity? No  39%   Yes   61%   buzzmg.com
  18. 18. What type of charities do you prefer to donate to? Global   10%  NaUonal   29%   Local   61%   buzzmg.com
  19. 19. Which causes do you prefer to support? 75%   54%   42%   32%  Children  (  Make  A   Health  Related   Womens  Issues   Green  (  NaUonal   Wish)   (  Breast  Cancer  )   (  DomesUc  Violence   Wildlife  FederaUon  )   buzzmg.com
  20. 20. Are you using Did you usecoupons this coupons last year? m ou n t o f year? in c rease in th e a last Th e re is an 11% c o mpariso n to oupo ns in Mille n nials using c year. 2012   2011   89%   78%   22%   11%   Yes   No   Yes   No   buzzmg.com
  21. 21. Where will you purchase your items this year? 88%   82%   77%   55%   48%   31%   29%   28%   7%  Online   Retail  LocaUons   Department   Discount  Stores   Electronics   Drug  Stores   Catalogs   Smart  Phones/ Other   Stores   Stores   Tablets   buzzmg.com
  22. 22. How much do you plan to spend on electronics? 32%   15%   14%   12%   8%   7%   4%   3%   2%   2%  $100  -­‐   $200  -­‐   $300  -­‐   $400  -­‐   $500  -­‐   $600  -­‐   $700  -­‐   $800  -­‐   $900  -­‐   More  than   $200   $300   $400   $500   $600   $700   $800   $900   $1,000   $1,000   buzzmg.com
  23. 23. Which electronics do you plan to buy? None  of  the  Above   12%  DVD  Player   Laptop   6%   18%   TV   Smart  Phone   10%   13%   MP3  Player   11%   Tablet   20%   E-­‐reader   10%   buzzmg.com
  24. 24. Will you use your technology purchase at home and at work? I  dont  plan  on   purchasing  technology  this  year   14%   Yes,  at  both  work   and  home     42%   Just  at  home   43%   Just  at  work   1%   buzzmg.com
  25. 25. If you plan to buy a laptop, which brand? ASUS   5%   Toshiba   Apple   9%   22%  Samsung   10%   Dell  /  Alienware   16%   HP   17%   Sony   9%   Acer  /  Gateway   Lenovo   8%   4%   buzzmg.com
  26. 26. Where are you most likely to purchase electronics? K-­‐mart   4%   Other   6%   Best  Buy   26%   Amazon   20%   eBay   Target   6%   16%  Radioshack   Walmart   4%   18%   buzzmg.com
  27. 27. What is most important when purchasing a laptop? FuncUonality  Value   9%   Brand  Name     16%  Reviews   10%   Lowest  Price   16%   Quality   49%   buzzmg.com
  28. 28. OUR MILLE NNIAL S ARE Key S TILL SP E NDING. 38% of our Millennials said they will Findings spend at least $800 this holiday season and 15% of them said they would spend more than $1,200. Only 8% will spend $200 or less this year. SHOP PING HASC HARITIES MAY E VOL VED Although 82% of .INF L UE NCE SP E NDING our Millennials will shop inTHIS YEAR. 61% of our traditional retail locations, 88%Millennials stated they would be of them will also be shoppingmore likely to purchase online. 89% admitted they willsomething if part of the be using coupons and 72% saidproceeds went to charity. Local they will be looking for morecharities are the most popular sales this year.with our Millennials (61%). buzzmg.com
  29. 29. Co n tac t Us! Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com

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