Millennial Parents POV | Big Red Rooster

Millennial Parents | We Are Not Who You Think We Are

Why You’re Here

POV

Findings Personas Examples

What we knew

They Are 2015’s Largest Generation

Silent (1926-1945)29M

Boomers (1946-1965)79M

Gen X (1966-1980)63M

Millennials (1981-1999)85M

They Are The First Global Generation

They Are Changing Society

They Are Unique

They’re Coming Into Their Own

Millennials arealready parents!

34%

HELPWANTED

What we wanted to learn

What Makes Them Tick?

Purchase Decisions

ValueSystem

ShoppingBehavior

How we did it

Big Red Rooster Talked To...

800+ Millennial Parents

Value System | We Rely On A Network

Point of View : Millennial Parents | 2011

Extended Family Is Their Lifeline

55%rely MOST on their parents/grandparents

have relatives that make up their support system

95%

Millennials Are In Their Parents’ Backyard

0-9 miles 10-29 miles28%44%

MILE9

MILE29

30+ miles28%

live within 30 miles of their parents!72%

Family Comes First

involve kids in meal prep 2 or more days per week.48%

S T TR F S

Kids Influence The Shopping Cart

Apparel for SelfHealth/Beauty for Self

GroceriesApparel for ChildrenTechnology/ElectronicsApparel for Significant OtherHealth/Beauty for OtherHome Goods

Kids Leverage Peer Status

of Millennial Parents saytheir children influence their purchase decisions

85%

Millennial Parents Share EVERYTHING

93% share shopping experiences

The Digital Universe Is Their Community

Sharing parenthood experiences via...

Word of Mouth

Posts on SNS, Blogs, & Forums

Text

Email

Reading SNS, Blogs, & Forums

Toyota

Milliennial Parents | Frugality Blah BlahPurchase Decisions | We’re Bringing Frugal Back

Point of View : Millennial Parents | 2011

Parenthood & Marriage Trump Career & Money

Price Rules The Decision To Buy

Every Aspect Of Shopping Is Planned

When?

Where?

What?

Why?How much?

pre-plan shopping trips98%

plan to budgeted dollar amount

55%

Stretching The Dollar Is Worth The Work

make every effort to stretch their dollars further.87%

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Being Green Doesn’t Mean Buying Green

Is Loyalty Dead?

loyal to none or only one brand50%+

“Like” Has Replaced “Love”

have “liked” a brand/retailer64%

THE

BIG STORETHAT HAS EVERYTHING

The Go-To Store Is The One-Stop-Shop

Milliennial Parents | Frugality Blah BlahShopping Behavior | We See All Things Converged

Point of View : Millennial Parents | 2011

Perpetual Multitasking Bends Boundaries

work while at home

63% have purchased something while at work

60%

devote time to personal issues at work

81%

Technology Is A Family Way Of Life

Technology Morphs The Purchase Process

Ben

Opportunities for Impulse are at Their Fingertips

46% of those rarely or never use them

of Millennial Parents have shopping related apps on their phones, but...

69%

Smartphones Meet Every Need

have smartphones69%

Mobile Games, Mobile Web

Esteem Twitter, Skins, Followers, Friends

Love/BelongingFacebook, Text, Email

Safety

Physiological Biometric Apps, Proximity Apps

Self-Actualization

LinkedIn, Email Sync, Navigation, News

How much of that will YOU own?

THEY have $230B+ to spend.

YOU need to play a role.THEY rely on a network.

YOU need competitiveprice and more.

They’re bringing frugal back.

YOU need a holistic approach to engage them.

THEY see all things converged.

Thank You!

Big Red Roosterwww.bigredrooster.com/blog121 Thurman AvenueColumbus, Ohio 43206614.255.0200