The Millennials: Who are they? What do they want? Where are they going?
A detailed analysis of the Millennial Generation, including demographics, technology use, shopping habits, career prospects and gender differences
<ul><li> 1. The Millenials:Who are they?What do they want?Where are they going?</li></ul>
<p> 2. Received his first credit card at 12 years old Uses his phone to shop online while in store Gets his news from Twitter, Facebook & Tumblr Doesnt own a TV Buys groceries on Amazon.com Browses & shops online hourly19 years old / English Major at NYU /Lives in Manhattan with 2 roommatesTheMillennial.What do you mean by goingonline? Im always on. 3. 2.3 Billionworldwideone-third ofU.S.populationHow many?Source: CBS News, The Echo Boomers 4. 25%say technology use makes their generation unique74%say technology makes their lives easierSource: Pew, GenerationsA Tech Savvy Generation 5. Technology is Everything body partsOver half (53%) of 16- to 22-year-oldswould rather give up their sense ofsmell than give up their technologySource: Pew, Millennials: A Portrait of Generation Next 6. 84% get news and information online76% watch video on places like YouTube and Hulu78% have a social networking account62% listen to music using services like iTunes and PandoraWhen they want to navigate, connect andmake sense of the world, the first thing theyturn to is digital.Source: Razorfish Digital Brand Experience Study 7. In 1999:55% of young people reported reading magazines andnewspapers.Today:35% do (and dropping fast).Decline in traditional mediaSource: Pew, Social Media & Mobile Internet Use Among Teens and Young Adults 8. Television is losing groundSource: Ofcom Adult and Childrens Media Literacy ReportOf 16-24 year olds:23% would miss TV26% would miss the Internet28% would miss their mobile phone 9. Phones are like body parts8 in 10 sleep withcell by bedTwo-thirds textwhile driving55% use texting astheir primary meansof communicationSource: Pew, Millennials: A Portrait of Generation Next 10. Allison Miller sends and receives27,000 texts each monthShe texts between classes, after soccer practice, to/from school and whilestudyingSource: New York Times, Growing up digital, wired for distraction 11. *compared to 74% the U.S. population96%are online*Source: Pew, Generations 12. This is where they are. 13. They buy things online just because theycan. 14. Im a smart consumer and I have the toolsavailable to make the right decision. 15. They are armed with a search box and wonttrust what you have to say. 16. They interact with retailers and othershoppers online more than anyone else. 17. They know what they want.Source: Forrester, Profiling US Gen Y Online Apparel Buyers 18. The best deal doesnt mean its the cheapest.Its about value. 19. They want to be able to express themselvesand influence others. 20. This is where they go before watching a newmovie. 21. Hierarchy of influence: they tap trustedcircles for different thingsText theirbest friendsfrom thedressing roomCheck with their contacts on Yelp tohelp decide on a restaurantAsk Facebook friends where they should goon vacationCheck out Rotten Tomatoes before watching a movie 22. When asked what the number one trait in a best friend would be:42% said: Truthful22% said: GenuineWhen characterizing themselves, the top term was:Truthful (21%)Truth is their CurrencySource: Indiana University, The Millennial Generation 23. The brand that Millennials say they most want to hang out with, as well as thebrand they most admire, isWho they Admire 24. What they think about the future 25. 56% of recent high-school graduates feel theywont be more financially successful than their parents58% of recent college graduates feel they wontdo as well as the previous generationBut Reality is DawningSource: Rutgers Study 26. The wealth gap between younger and older Americansis the widest on record.Median net worth of households headed by someone 65 or older:$170,494Median net worth for those under 35:$3,662Generation Screwed?Source: U.S. Census 27. When Boomers entered the workforce in1970, the largest private employer wasGeneral Motors. Average hourly wage: $17.50(in todays dollars).The largest employer today is Wal-Mart.Average hourly wage: $8.00Then and Now 28. Many Millennials are facing the difficult situation of having high expectations with fewopportunitiesOver-Educated, Under-Employed 29. The Result: Extended Adolescence 30. 19% of males aged 25 to 34, and 59% ofmales aged 18-24 live with their parents(for women its 10% and 50% respectively)More Men than Women are Boomerangs 31. More recent female college graduates than male graduates have jobsWomen in their twenties now earn more money than men of the same age inthe ten largest cities in the United StatesA Reverse Gender Gap?Source: New York Times 32. If the fall TV season is any guide, the sexual revolutionthat was supposed to liberate men and women fromtraditional sex roles seems to have resulted instead in astraight-up role reversal. The male characters aremesses insecure, jobless, barely able to dressthemselves without a wife or girlfriend and/or living inmoms proverbial basement. Their female counterparts,meanwhile, are flaunting the same selfish, boorishways that once got men called chauvinist pigs.-The Washington TimesMedia Portrayals are No Better 33. Man Up A Judd Apatow-ish bunch of latte-sipping bestfriends in their 40s who go on a quest for their innerIron Johns.Last Man Standing Tim Allen as an unemployed stay-at-homedad of three girls who sees himself as the last bastion ofmasculinity in a world gone estrogen-mad.How to Be a Gentleman Kevin Dillion as a personal trainerteaching a bunch of metrosexual Manhattanites how to burpand take a punch.An Emasculated Perception 34. Women are well on their way to becomingthe primary breadwinners in a majority ofAmerican families The Richer SexAre men necessary? Not so much, becausewomen have achieved unprecedentedautonomy. The End of MenWhereas Women are on the Rise 35. Why is thishappening?(Lets find out) 36. Women account for nearly half of all employees in the work force, and most familiesare dual-income. The amount of hours worked and money earned by women is rising.Employment Patterns have ShiftedSource: Familiesandwork.org 37. The majority of undergraduate and graduate degrees go to female students, and theirmajors are better suited for the post-industrial economy: medicine, law, uppermanagement and financeEducation Patterns have Shifted 38. Job losses during the most recent recession (and those before) were mostly incurredby men, who dominate the hardest hit sectors of construction and manufacturingMale-dominated industries hit hardest 39. Since 2008, singlepeople haveoutnumbered marriedpeople, and asignificant percentageof boys are growing upin single-parent homeswithout fathersMore Boys Growing up Without Fathers 40. Whether its politicians (Bill Clinton, Spitzer, Senator Toilet Stall), sports heroes(Clemens, O.J., Isaiah) or CEOs (Ken Lay, Dennis Kozlowski, Conrad Black), menare behaving badly at the highest level..Lack of Positive Role Models 41. So who are the New Role Models?Who doMillennialslook up to?Who do theyadmire andaspire to belike? 42. Millennials (both men and women) say they mostadmire people who achieved success despite theodds.In a recent UK study, teenagers were most impressed by people whohave built successful careers based on their talents and hard work.J.K. Rowling came out on top (53%), followed by Richard Branson(50%) and Mark Zuckerberg (37%).By contrast, 8% admired Justine Bieber, 4% Kim Kardashian and 3%Kate Moss.People who made itSource: Cityandguilds.com 43. Michael Phelps Ryan Seacrest David Beckham Mark Zuckerberg Tim Tebow Kevin DurantOklahoma City ThunderMillennials appreciate success stories 44. People they KnowGone are the days of lustingafter someone elses life.While there are certainly techies who want to be SteveJobs and singers who want to be Lady Gaga, most pavetheir own way. They have heroes, but not all of themare household names. 45. Everyday HeroesA recent Associate Press/MTV poll asked Millennials who their heroes were50% said their parents11% named a friend10% said God8% named a grandparent7% a sibling5% a teacher or professor 46. Every generation revoltsagainst its fathers and makesfriends with its grandfathers.- Lewis MumfordFor boys: Their Grandfathers 47. Many Millennial men possess a desire toreturn to a simple, straightforward approachto being a man.Theyre not so concerned about gender rolesand manhood as something they need to get intouch with or analyze or are angry about;rather, its akin to how their grandfathers lived:dont make a fuss about it, just be responsible,do the right thing, be competent, and get thejob done.Relate more to Grandparents than ParentsSource: The Generations of Men: How the Cycles of History Shape Your Values, Your Idea of Manhood, and Your Future, by Brett andKate McKay http://artofmanliness.com/ 48. The Millennial generation displays some classic Hero generation qualities: theyrefriendly, sensible and even-keeled, get along well with younger peers and older adults,are team-oriented, and prefer practical solutions over polarizing ideologies (more callthemselves Independents than Republicans or Democrats).Emulate Generations Past 49. A Return to Tradition 50. Family Values are ParamountSource: McCann WorldGroup, The Truth About Youth 51. Being part of the Millennial generation, Ive always felt like I connected with the ideas of my grandparentsgeneration more than any other. MattAs a young (16) Millennial generation guy I look up to my grandfather as what a man should be. Get the jobdone. Action over words. I am a very self-reliant minded person and want to do my best to be the best man Ican be, helping others and supporting a family someday. EthanI am a Millennial and I have always seemed to have a sort of kinship with my grandfathers generation. MyGrandfather is also someone I have always admired and looked up to as a role model. MatthewI am a millenial and look up to my grandfather a WWII and Korea hero. Was born in the Great Depression, had9 kids, worked 4 jobs to put his kids through school. I have an affinity for the grit and hard work of hisgeneration. I look up to him, his values, and his legacy more so than that of my father or men his age. PatrickI think that Millennial (and many Gen X) men have affinity for their Grandfathers generation and view ofmasculinity because for many of us they were the most consistent and positive male role model. Thats thecase for me and many of my friends our parents got divorced and our dads moved out and moved on. - MattAs a millennial, I see my GI-born Grandfather and Uncle Joe as the kind of men that I should imitate: hard-working, plain-spoken and family-oriented. A lot of boys my age talk about finding a girl and settling down,or finding the right one. Im starting to get into crafts and carpentry. Ethan G. HerrellMy depression era grandpa was very influential on me growing up, and really shaped the worldview which Ihold today. I am a Millennial and have always been fascinated by and felt a kinship with the G.I. generation. TI share a great affinity with my grandfathers and great uncles who in my mind were great men. This explains agreat deal for the unconscious nostalgia I feel for that era. BenIn their own wordsSource: The Art of Manliness 52. Thank you 53. ? 54. Russ JosephsStrategy & Trend AnalysisAtmosphere Proximity1285 Avenue of the AmericasNew York, NY 10019Russ.Josephs@atmosphereproximity.com</p>