OMG: Getting Inside the Millennial Mind

A SCARBOROUGH INFOGRAPHIC SCARBOROUGH RESEARCH We Know the Locals Nationwide millennials. OMG: Getting Inside the Millennial Mind Local 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. Scarborough's 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 attitudes-what motivates them and makes them tick-marketers and advertisers can craft a more intuitive marketing mix to appeal to this young audience. FOLLOW US ON Millennials make up 20% of the U.S. adult population. OF ALL MILLENNIALS: 27% are 18-20 years old 33% are 21-24 years old 40% are 25-29 years old Scarborough surveys Millennial adults age 18-29. TOP LOCAL MARKETS for millennials 26% Salt Lake City, UT For purchase information about this, or any other consumer topics, please contact: 24% Scarborough 27% Bakersfield, CA Fresno, CA Haley Dercher 646.654.8426 26% El Paso, TX [email protected] [email protected]? 27% of the Bakersfield adult population are millennials, making it the top local www.scarborough.com market for the millennial generation. 25% Harlingen, TX dialog.scarborough.com 'members of the press, all others Source: Scarborough USA- Study. Release 1, 2012 – Scarborough/GFK MRI Attitudinal Insights Data. O 2012 Scarborough Research. "Millenials" are adults age 18-29. 33% of Millennials John Millennial my dad is getting me a tablet PC for my next bday! agree that they're among the first of their friends and colleagues to try new technology products. 11 months ago 11% of Millennials live in a NEW! household that plans to buy a Try Me! tablet PC in the next 12 months. Jane Millennial.and my mom is gonna get me a new smartphone! 10 months ago 10% of Millennials live in a One out of three Millennials like this. household that plans to buy a smartphone in the next 12 months. John Millennial 1 hour ago near a computer 34% more likely to agree that going online is one of their favorite things to do with their free time. This is seriously one of my favorite things to be doing right now. 34% of Millennials agree with this. 65% of Millennials agree that they like to compare prices across different sites before purchasing something online. Compare prices 36% of Millennials hold 41% 36% Millennials are more likely than all U.S. adults to agree that they strive to achieve a high social status. a white collar job, while of Millennials hold a blue collar job. 29% 29% Millennials are 26% more likely than all U.S. adults to agree that they consider themselves sophisticated. 41% John Millennial changed their desired social status to high. 3 minutes ago while pondering life goals 69% of 69% Millennials agree they consider themselves to be very sociable. 41% of Millennials are more likely to agree. 42,999,685 Millennials like this. Another Millennial we're also 47% 47% more likely to agree that we like to live a lifestyle that impresses others. 2 minutes ago Millennials are 32% more likely to agree that they're influenced by what's hot and what's not. Working Millennial i just want to make it to the top of my profession! 1 minute ago 41% 41% of Millennials are more likely to agree. Salaried Millennial l'm just working 13% primarily for the salary. 1 minute ago Scarborough [email protected] SCARBOROUGH 13% of Millennials are more likely to agree. RESCARC Netide 59% 59% of SCARBOROUGH Millennials are "Savers" rather than "Spenders." We Kew the Lond Neieide Scarborough [email protected] Only 27 7% of Millennials agree that if they really want something they will buy it on credit rather than wait. -27% John Millennial T8eI esas ASIS OS8I MillennialCar 1990 JAIMNSIM HOL Jane Millennial thx!! <3 @visa 49% of Millennials use 27% @amex @mastercard this morning via MillennialGram any Visa card. 25% of Millennials use any MasterCard. 12% of Millennials have used a major department store credit card in the 27% of Millennials would agree. Frugal Millennial i'd rather have something to look forward to. 1 minute ago past 3 months. 73% 8% of Millennials use any American Express card. 73% of Millennials would agree. 65% of Millennials use New ih price! $28 99 energy-efficient lightbulbs. Millenios Whole Grain 62% of Millennials recycle glass, plastic, or paper. 30% of Millennials ·drive less or use alternative transportation. Less Toxic Sludge!* NET WT 640Z 47% of Millennials agree that they are willing to pay more for an environmentally safe product. YOUR CAT'S FACE HERE 47% Jane Millennial we're more 51% of Millennials 27% environmentally conscious than most. 4 minutes ago while comparing generations 27% of Millennials are more likely to agree. agree that being able to customize an item makes them more willing to purchase it. John Millennial do u agree that a company's environmental record is important in ur purchasing decisions? 3 minutes ago Jane Millennial YEAH, completely! 21% 2 minutes ago while self-comparing to all U.S. adults 21% of Millennials are more likely to agree. 42,999.685 Millennials like this. 41% more likely than all U.S. adults YES to agree that when a celebrity designs a product, they're more likely to buy it. * ON * MILLENNIALS 37% of Millennials agree that they expect the brands they buy to support social causes. MILLENNIAL'S OWN RECIPE! NNIAL'S 40% more likely to agree that a celebrity endorsement influences them to consider or buy a product. ALL PROFITS FOR CHARITY 46% of MADE IN Millennials agree that they're more likely to buy a brand that they know supports a charity. THE USA 67% of Millennials agree that buying American products is important. 45% of Millennials agree that they'd pay extra for a product 30% of Millennials live in a household that contributed to a religious organization in the past 12 months. 30% that is consistent with the image they want to convey. .14% less likely than all U.S. adults. 12% of Millennials live in a household that 12% contributed to a healthcare or medical organization in the 12 months. SCARBOROUGH RESEARCH Scarborough 10% of Millennials live in a household that 10% [email protected] contributed to a social care or welfare We Keow the Locals Nationwide organization in the past 12 months. 65% of Millennials agree it is important to continue their family's cultural traditions. Millennials are more likely than any other generation to have diverse ethnic and racial backgrounds. 65% John Millennial i'm more connected to my ethnic heritage than my parents! 8 minutes ago while perusing Wikipedia 43% of Millennials identify as a race or ethnicity other than white, as compared with 38% of Generation X and 26% of Baby Boomers. 23% of Millennials are more likely to agree. 43% MILLENIALS 38% 26% GEN X BOOMERS Jane Millennial do u feel really good about seeing celebs in the media who share ur ethnic background? For purchase information about this, or any other consumer topics, please contact: 3 minutes ago Scarborough John Millennial @jmill yes! 27% 2 minutes ago Haley Dercher · 646.654.8426 [email protected]' SCARBOROUGH RESEARCH [email protected]? 27% of Millennials are more likely to agree. We Know the Locals Nationwide www.scarborough.com dialog.scarborough.com 'members of the press, 'all others OWN ILLENN