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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
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
