Scarborough Millennials Infographic
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Getting inside the Millennial mind
Transcript of Scarborough Millennials Infographic
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millennials.
A S C A R B O R O U G H I N F O G R A P H I C
OMG: Getting Inside the Millennial MindLocal market consumer insights company Scarborough has been providing insights into the elusive Millennial*
generation in the 18-29 year old age range in a series of new analyses. Scarboroughs complimentary study uncovers
Millennials unique media trends while a new Dialog article focuses on finance and spending. In the following attitudinal
analysis, Scarborough uncovers the attitudes that motivate the purchasing decisions and lifestyle behaviors of the 20
percent of American adults who are Millennials. By understanding Millennial attitudeswhat motivates them and makes
them tickmarketers and advertisers can craft a more intuitive marketing mix to appeal to this young audience.
TOP LOCAL MARKETSfor millennials
27%Bakersfield, CA
24%Fresno, CA
26%El Paso, TX
25%Harlingen, TX
26%Salt Lake City, UT
For purchase information about this, or any
other consumer topics, please contact:
Scarborough
Haley Dercher 646.654.8426
www.scarborough.com
dialog.scarborough.com1 members of the press, 2all others
Source: Scarborough USA+ Study, Release 1, 2012 Scarborough/GFK MRI Attitudinal Insights Data. 2012 Scarborough Research. *Millenials are adults age 18-29.
Millennials make up 20%of the U.S. adult population.
27%are 18-20 years old
33%are 21-24 years old
40%are 25-29 years old
OF ALL MILLENNIALS :
Scarborough surveys Millennial adults age 18-29.
FOLLOW US ON &
27% of the Bakersfield adult population are millennials, making it the top local market for the millennial generation.
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Try Me!NEW!
33% of Millennials agree that theyre among the first of
their friends and colleagues to try new technology products.
65% of Millennials agree that they like to compare prices across different sites before purchasing something online.
One out of three Millennials like this.
34% of Millennials agree with this.
34% more likely to agree that going online is one of their favorite things to do with their free time.
Scarborough
John Millennial1 hour ago near a computer
This is seriously one of my favorite things to be doing right now.
Compare prices
John Millennial my dad is getting me a tablet PC for my next bday!11 months ago
11%
11% of Millennials live in a household that plans to buy a tablet PC in the next 12 months.
Jane Millennial ...and my mom is gonna get me a new smartphone!10 months ago
10%
10% of Millennials live in a household that plans to buy a smartphone in the next 12 months.
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Millennials are 41% more likely than all U.S.
adults to agree that they strive to achieve a high
social status.
41% of Millennials are more likely to agree.
John Millennial changed their desired social status to high.3 minutes ago while pondering life goals
69%41%
Another Millennial were also 47% more likely to agree that we like to live a lifestyle that impresses others.2 minutes ago
47%
Working Millennial i just want to make it to the top of my profession!1 minute ago
41%
Salaried Millennial Im just working primarily for the salary...1 minute ago
13%41% of Millennials are more likely to agree.
13% of Millennials are more likely to agree.
69% of Millennials agree they consider themselves to be very sociable.
42,999,685 Millennials like this.
Scarborough
Millennials are 32% more likely to agree that
theyre influenced by whats hot and whats not.
36% of Millennials hold a white collar job, while
29% of Millennials hold a blue collar job.
Millennials are 26% more likely than all U.S. adults to
agree that they consider themselves sophisticated.
36%29%
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59% of Millennials are
Savers rather than Spenders.
Only 27% of Millennials agree that if they really want something they
will buy it on credit rather than wait.
59%
27%
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Jane Millennial thx!!
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51% of Millennials agree that being able to customize an item makes them more willing to purchase it.
42,999,685 Millennials like this.
47% of Millennials agree that they are
willing to pay more for an environmentally safe
product.
27% of Millennials are more likely to agree.
Jane Millennial were more environmentally conscious than most.4 minutes ago while comparing generations
47%
John Millennial do u agree that a companys environmental record is important in ur purchasing decisions?3 minutes ago
?
Jane Millennial YEAH, completely!2 minutes ago while self-comparing to all U.S. adults21%
21% of Millennials are more likely to agree.
27%
65% of Millennials use energy-efficient lightbulbs.
62% of Millennials recycle glass, plastic, or paper.
30% of Millennials drive less or use
alternative transportation.
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YESONMILLENNIALS
MILL
ENNIALS OWN
ALL PROFITS FOR CHARITY
MILLENNIALSOWN RECIPE!
37% of Millennials agree that they expect the brands they buy to support
social causes.
46% of Millennials agree that
theyre more likely to buy a brand that they know
supports a charity.
41% more likely than all U.S. adults to agree that when a celebrity designs a product, theyre more likely to buy it.
40% more likely to agree that a celebrity endorsement influences them to consider or buy a product.
Scarborough
67% of Millennials agree that buying American products is important...
...14% less likely than all U.S. adults.
45% of Millennials agree that theyd pay extra for a product that is consistent with the image they want to convey.
30% of Millennials live in a household that contributed to a religious organization in the past 12 months.
12% of Millennials live in a household that contributed to a healthcare or medical organization in the 12 months.
10% of Millennials live in a household that contributed to a social care or welfare organization in the past 12 months.
30%12%10%
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Millennials are more likely than any other generation to have diverse ethnic and racial backgrounds.
65% of Millennials agree it is important to continue their familys cultural traditions.
23% of Millennials are more likely to agree.
John Millennial im more connected to my ethnic heritage than my parents!8 minutes ago while perusing Wikipedia
65%
Jane Millennial do u feel really good about seeing celebs in the media who share ur ethnic background?3 minutes ago
?
John Millennial @jmill yes!2 minutes ago27%
27% of Millennials are more likely to agree.
23% 43% of Millennials identify as a race or ethnicity other than white, as compared with 38% of Generation X and 26% of Baby Boomers.
43%MILLENIALS
38%GEN X
26%BOOMERS
For purchase information about this, or any
other consumer topics, please contact:
Scarborough
Haley Dercher 646.654.8426
www.scarborough.com
dialog.scarborough.com1 members of the press, 2all others
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