Telefonica 2014 Global Millennial Survey Section 2 - Culture Counts
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Transcript of Telefonica 2014 Global Millennial Survey Section 2 - Culture Counts
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Telefónica Global Millennial Survey:
Section 2_Culture Counts
telefonica.com/millennials
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Methodology
Region /Country Sample size MOE
US United States 1,000 ± 3.1
Western Europe
Spain 500 ± 4.4
UK 501 ± 4.4
Germany 500 ± 4.4
Latin America
Mexico 501 ± 4.4
Brazil 500 ± 4.4
Argentina 500 ± 4.4
Chile 500 ± 4.4
Peru 300 ± 5.7
Venezuela 250 ± 6.2
Colombia 300 ± 5.7
Ecuador 300 ± 5.7
Uruguay 300 ± 5.7
Panama 150 ± 8.0
Costa Rica 150 ± 8.0
Nicaragua 150 ± 8.0
Guatemala 150 ± 8.0
El Salvador 150 ± 8.0
TOTAL 6,702 ± 1.2
Telefónica commissioned 6,702 quantitative interviews among Millennials, aged 18-30, across 18 countries in three regions. Penn Schoen Berland conducted research from 23 June – 4 August 2014 via online survey and central recruit to online survey. Country sample sizes are weighted to gender, age, and the percent of the population in each country with access to the internet. The US Hispanic and US Non-Hispanic populations are weighted to census.
Please note, questions in which answer choices are mutually exclusive and all answer choices are displayed, percentages may not add up to exactly 100% due to rounding. All of the results, unless otherwise indicated, are shown in percentages. In some instances, select answers are shown. Exact sample composition is not identical wave over wave and demographics can vary. Trend may be somewhat affected by these variations.
RegionSample
size MOE
United States 1,000 ± 3.1
Region Sample size
MOE
Latin America 4,201 ± 1.5
RegionSample
size MOE
Western Europe 1,501 ± 2.5
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The top influence is family - others vary regionally: in US and Western Europe, Friends and Media are stronger, while in Latin America Religion and Education are more influential
Family Friends School/Education Technology Religion Economy Media Sports Government
75
54
47
35
25 24
1511
7
77
6257
27
9
16 18 19
8
79
42
59
31 3024
8
15
7
United States Western Europe Latin America
Most Influential in Shaping Outlook on Life
*Select answers shown
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US and European Millennials place a greater emphasis on personal goals, while Latin America is more focused on professional growth
Getting married
Having children
Started your own business
14
11
8
11
14
6
5
6
26
Latin America Western Europe United States
United States
Western Europe
Latin America
Personal
Allows its employees a good work/life balance
49 47 32
Pays a lot of money 41 30 27
Offers a fun workplace environment
22 32 19
Professional
Offers ample opportunities for training and development
20 30 39
Allows employees to take on new professional challenges
13 15 24
Priority Personal Accomplishments to Achieve by 2024
Most Important Workplace Qualities
*Select answers shown
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Next generation leadership more likely to come from the US and Latin America
For the second year, we have identified a key subgroup in the Millennial generation. Instead of traditional metrics like socioeconomic status, Millennial Leaders are defined by technology and opportunity.
Who Are The Millennial Leaders? Millennials Who…
Strongly Agree “I am on the cutting-edge of technology”
Believe “I can make a local difference”
Strongly/Somewhat Agree “I have opportunities in my country to become an entrepreneur or develop and bring an idea to market”
% Millennial Leaders
Series1
2211 19
United States Western Europe
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Millennial Leaders: Where are they in the world?
TOP 10
COUNTRY % MILLENNIAL LEADERS
Panama 38
Peru 33
Ecuador 27
Nicaragua 24
Colombia 24
Guatemala 23
United States 22
Mexico 20
Costa Rica 18
Chile 18
BOTTOM 8
COUNTRY % MILLENNIAL LEADERS
Brazil 17
Venezuela 14
Argentina 13
United Kingdom 13
El Salvador 12
Germany 11
Uruguay 10
Spain 8