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SymphonyIRI - Inside the Heads of Today's Millennials

INSIDE THE HEADS OF TODAY'S MILLENNIALS Millennial shoppers (adults 18-34 in age) are 50 million strong in the U.S. today. This huge and unique group is entering their adult lives, starting their careers and families in a challenging time. Many are having difficulty making ends meet; however, they are striving for a life well lived and are quite resourceful in achieving this goal. Compared to the average shopper, millennials are: 77% 14% 80% more likely to consider whether a more likely to be influenced by in-store kiosks store is fun to shop at when assessing their shopping experience more likely to consider getting an education or training to prepare for their careers essential to when making brand decisions success and happiness SymphonyIRI Shopper Sentiment IndexTM: by Age (Average =100) 120 18-34 115 35-54 110 55+ 105 100 95 90 85 80 75 70 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 LESS About the SymphonyIRI Shopper Sentiment IndexTM DRIVEN To better understand consumer purchase behavior in terms of price sensitivity, brand loyalty and changes in spending needed to maintain desired lifestyles, SymphonylRI's Consumer Insights group created the SymphonylRI Shopper Sentiment Index. With a benchmark score of 100 based on Q1 2011 information, a current Shopper Sentiment Index score of more than 100 reflects consumers that are less price driven, more loyal to favorite brands and more easily have the ability to maintain their desired lifestyle without drastic changes in purchase behavior. 100 MORE PRICE DRIVEN Self-reliance rules the day! Digital drives brand decisions! 46% more likely to use at-home beauty treatments to save money 262% more likely to be influenced by smartphone apps 247% more likely to be influenced by blogs or social networking sites 31% more likely to cook from scratch or with limited convenience foods to save money 216% more likely to be influenced by in-store touch screen displays 18% more likely to self-treat where possible to save on doctor visits SymphonyIRI Group INSIDE THE HEADS OF TODAY'S MILLENNIALS Millennial shoppers (adults 18-34 in age) are 50 million strong in the U.S. today. This huge and unique group is entering their adult lives, starting their careers and families in a challenging time. Many are having difficulty making ends meet; however, they are striving for a life well lived and are quite resourceful in achieving this goal. Compared to the average shopper, millennials are: 77% 14% 80% more likely to consider whether a more likely to be influenced by in-store kiosks store is fun to shop at when assessing their shopping experience more likely to consider getting an education or training to prepare for their careers essential to when making brand decisions success and happiness SymphonyIRI Shopper Sentiment IndexTM: by Age (Average =100) 120 18-34 115 35-54 110 55+ 105 100 95 90 85 80 75 70 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 LESS About the SymphonyIRI Shopper Sentiment IndexTM DRIVEN To better understand consumer purchase behavior in terms of price sensitivity, brand loyalty and changes in spending needed to maintain desired lifestyles, SymphonylRI's Consumer Insights group created the SymphonylRI Shopper Sentiment Index. With a benchmark score of 100 based on Q1 2011 information, a current Shopper Sentiment Index score of more than 100 reflects consumers that are less price driven, more loyal to favorite brands and more easily have the ability to maintain their desired lifestyle without drastic changes in purchase behavior. 100 MORE PRICE DRIVEN Self-reliance rules the day! Digital drives brand decisions! 46% more likely to use at-home beauty treatments to save money 262% more likely to be influenced by smartphone apps 247% more likely to be influenced by blogs or social networking sites 31% more likely to cook from scratch or with limited convenience foods to save money 216% more likely to be influenced by in-store touch screen displays 18% more likely to self-treat where possible to save on doctor visits SymphonyIRI Group INSIDE THE HEADS OF TODAY'S MILLENNIALS Millennial shoppers (adults 18-34 in age) are 50 million strong in the U.S. today. This huge and unique group is entering their adult lives, starting their careers and families in a challenging time. Many are having difficulty making ends meet; however, they are striving for a life well lived and are quite resourceful in achieving this goal. Compared to the average shopper, millennials are: 77% 14% 80% more likely to consider whether a more likely to be influenced by in-store kiosks store is fun to shop at when assessing their shopping experience more likely to consider getting an education or training to prepare for their careers essential to when making brand decisions success and happiness SymphonyIRI Shopper Sentiment IndexTM: by Age (Average =100) 120 18-34 115 35-54 110 55+ 105 100 95 90 85 80 75 70 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 LESS About the SymphonyIRI Shopper Sentiment IndexTM DRIVEN To better understand consumer purchase behavior in terms of price sensitivity, brand loyalty and changes in spending needed to maintain desired lifestyles, SymphonylRI's Consumer Insights group created the SymphonylRI Shopper Sentiment Index. With a benchmark score of 100 based on Q1 2011 information, a current Shopper Sentiment Index score of more than 100 reflects consumers that are less price driven, more loyal to favorite brands and more easily have the ability to maintain their desired lifestyle without drastic changes in purchase behavior. 100 MORE PRICE DRIVEN Self-reliance rules the day! Digital drives brand decisions! 46% more likely to use at-home beauty treatments to save money 262% more likely to be influenced by smartphone apps 247% more likely to be influenced by blogs or social networking sites 31% more likely to cook from scratch or with limited convenience foods to save money 216% more likely to be influenced by in-store touch screen displays 18% more likely to self-treat where possible to save on doctor visits SymphonyIRI Group INSIDE THE HEADS OF TODAY'S MILLENNIALS Millennial shoppers (adults 18-34 in age) are 50 million strong in the U.S. today. This huge and unique group is entering their adult lives, starting their careers and families in a challenging time. Many are having difficulty making ends meet; however, they are striving for a life well lived and are quite resourceful in achieving this goal. Compared to the average shopper, millennials are: 77% 14% 80% more likely to consider whether a more likely to be influenced by in-store kiosks store is fun to shop at when assessing their shopping experience more likely to consider getting an education or training to prepare for their careers essential to when making brand decisions success and happiness SymphonyIRI Shopper Sentiment IndexTM: by Age (Average =100) 120 18-34 115 35-54 110 55+ 105 100 95 90 85 80 75 70 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 LESS About the SymphonyIRI Shopper Sentiment IndexTM DRIVEN To better understand consumer purchase behavior in terms of price sensitivity, brand loyalty and changes in spending needed to maintain desired lifestyles, SymphonylRI's Consumer Insights group created the SymphonylRI Shopper Sentiment Index. With a benchmark score of 100 based on Q1 2011 information, a current Shopper Sentiment Index score of more than 100 reflects consumers that are less price driven, more loyal to favorite brands and more easily have the ability to maintain their desired lifestyle without drastic changes in purchase behavior. 100 MORE PRICE DRIVEN Self-reliance rules the day! Digital drives brand decisions! 46% more likely to use at-home beauty treatments to save money 262% more likely to be influenced by smartphone apps 247% more likely to be influenced by blogs or social networking sites 31% more likely to cook from scratch or with limited convenience foods to save money 216% more likely to be influenced by in-store touch screen displays 18% more likely to self-treat where possible to save on doctor visits SymphonyIRI Group

SymphonyIRI - Inside the Heads of Today's Millennials

shared by symphonyiri on Jul 12
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Leading CPG market research firm SymphonyIRI’s inaugural Shopper Sentiment Index™ sheds light on purchase behavior in terms of pricing, brand loyalty and changing spending in order to maintain a d...

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