ARTICLE DATABASE

Stats & Quotes:

• In 2016, moms took a median of 11 weeks of leave following the birth or adoption of a child.
  • Higher income ($75K+)  moms take twice as much leave (12 weeks) than lower income moms (6 weeks)
• In 2015, 82% of the babies born were born to Millennial moms.
  • There are more than 16 million Millennial moms in the U.S.
• In 2014, 42% of births among U.S.-born women were born out of wedlock.
  • A third of births among foreign-born U.S. women were born outside of marriage.
• In 2013, the average age when a woman first became a mother was 26.
  • Back in 1970, the average age of a first-time mom was only 21.
• The percentage of moms of kids under 18 who hold a full- or part-time job peaked in 2000 at 73%. (In 2014,  it was 70%).
• In 2014, moms were the major household provider in 40% of U.S. households.

Stats & Quotes:

Social Media Use

• Facebook reigns as the top social network with 91% of all respondents of all generations using Facebook regularly
  •  However, younger Millennials (18-24) are significantly less likely to use Facebook at 88% vs. older Millennials (25-34) at 94%.
• YouTube is the second-most used social media with 68% of all generations using it and again, younger Millennials are the most likely user (78%).
• Twitter comes in third among the entire sample with 42% using it. Gen X and younger Millennials have consistent use to the total, but older Millennials (25-34) are more likely to use Twitter at 52%.
• Instagram comes in fourth among the entire sample with 38% of all generations using it, but the platform is more popular among younger Millennials. More than half (59%) of adults 18-24 use Instagram regularly – pushing it int’ 3rd place, above Twitter among this generation subset.

Social Media Attitudes

• Older Millennials (25-34) are the most influenced and tuned in to brands on social media. These adults scored highest of the generations for agreeing with statements such as, “If my friend posts about a brand on social media, it impacts whether or not I use that brand,” and “I feel that it is important to let my friends know what brands I love on social media.”
• 73-78% of older Millennials say they take advantage of perks/deals offered on social media – this is much higher than Gen X and Baby Boomers.
• Two -thirds of older Female Millennials (25-34) are the most likely age group to post about a new neighborhood restaurant if they had a great experience – significantly higher than Gen X or Baby Boomers.
• Both sets of female Millennials are more likely to post about positive experiences than negative, while Gen X and Baby Boomers express equal likelihood of posting negatives as they do positives.

Stats & Quotes:

• More U.S. households are carrying credit card debt from month to month in 2017 vs. 2016 (39% vs. 35%).
  • 16% roll over $2500 or more in debt each month (up from 14% in 2016)
• 26% of U.S. adults say they are spending less than last year (vs. 23% in 2016)
• 27% do not save at all for retirement (steady to last year’s 2016)
• Having enough money for retirement is also the top personal finance concern and has increased for the past two years (18% vs. 15% in 2016 and 2015).
• 80% believe they could benefit from advice and answers to everyday financial questions from a professional

Stats & Quotes:

Among employed adults ages 60+:

• 30% plan to retire at age 70 or older.
  • 20% believe they’ll never retire
• 34% aren’t sure how much they need to save in order to retire
• 42% believe they need at least $500K
  • 17% believe they need more than $1 mill.

Stats & Quotes:

• 78% of men surveyed purchase menswear most often at physical stores
• 33% buy none of their menswear online
• 52% buy less than half online
• 15% buy more than half online
• The number of past 3 months Amazon menswear customers has doubled over the past five years but only make up 23% of all men surveyed today.

Stats & Quotes:

To look up information or learn about product/services in their local area, in the past week:

• 80% of U.S. consumers used search engines (up significantly to 2015’s 78%)
• 55% used circulars, emails or coupons (up significantly to 2015’s 53%)
• 48% used social networks (up significantly to 2015’s 45%)

Search engines are seen as the most trusted and accurate source for finding local business information, with more than a third indicating search engines are #1 — nearly 15 points higher than any other source listed.

Stats & Quotes:

In a self-assessment of their digital capabilities:

• Advertisers rated themselves an average of 57 out of 100 on their digital capabilities;
  • agencies rated themselves an average of 68 points out of 100
• Specifically, advertisers see themselves weakest in testing (score of 50) and mobile advertising (score of 45)
  • Agency rate themselves weakest at testing (score of 60) and mobile web/apps (score of 60)
• In most cases, the lower the status of the employee, the less savvy they rate their employer’s marketing prowess (see exhibit 3)
• “According to Advertising Age, in December 2015, US agency employment reached its highest point since the dot-com bubble of the late 1990s—almost 200,000 people.”

Stats & Quotes:

• 55% of Americans say they have received a medical bill they did not budget for at some point in their lives.
  • Women, those with annual incomes less than $50,000, and those without a college degree are more likely to have experienced this.
• 23% said they have at least $2000 they could use from a savings account without accumulating debt
• 19% said they couldn’t afford to pay anything without accumulating debt
• 53% of Americans say being faced with a large medical bill they can’t afford is just as bad as being diagnosed with a serious illness
• To avoid high medical bills:
  • 39% say they maintain good insurance
  • 33% say they practice preventative care
  • 19% say they avoid going to the doctor
• 64% of Americans want to lower their healthcare costs but don’t know how.
• 32% of Americans contribute to a health savings account (HSA)
• 33% say their biggest health financial concern is saving for major surgeries or emergencies

Stats & Quotes:

Of kids 10-18:

• 74% say kids are underrepresented in the news
• 48% say following the news is important to them
• 39% prefer getting their news from online sources — with Facebook in #1
• 25% trust the information they get from news organizations “a lot”

Stats & Quotes:

• 82% of US TV households have a DVR, get Netflix or use on-Demand services from a cable or telecom provider
  • 30% use two services, 14% use three of those services
• 54% of adults have Netflix in their home – surpassing the 53% who have a DVR
  • In 2011, 44% of TV HHs had a DVR vs. 28% with Netflix
  • 23% of adults stream Netflix daily

Stats & Quotes:

• US Latinos over-index on a host of video viewing behaviors, most notably when it comes to Broadband Video, where 31% watch more than 20 hours per week, almost twice the rate among Caucasian viewers (17%).
• The use of smartphone video, in particular, is significantly greater among Latinos than Caucasians, with 34% (vs. 15%) watching smartphone video daily, 39% (vs. 18%) watching SVOD on their smartphones at least weekly, and 46% (vs. 35%) watching SoMo video weekly.
• viewing of Broadband Video among US Latinos will more than double by 2030, with smartphone video viewing leading the way, tripling among this segment over the same period. The biggest driver of this increase, in turn, will be social networking applications (SoMo) video.

Stats & Quotes:

• Today, 22% of 25-34s live with their parents or grandparents, compared to 9% in 1980.
• In 1980, 60% of 25-34s owned their home vs. 43% today.
• In 1980, 68% of 25-34s had children in the HH, compared to 55% today

Stats & Quotes:

• 83% of women over the age of 25 who plan to have children are postponing starting a family to focus on their career
  • That’s higher than that of men — 79% of men are postponing starting a family to focus on their career.
  • The #1 reason behind postponing starting a family is to earn and save enough money (cited by 50% of women and 53% of men).
  • 63% of women who plan to have children are waiting until at least age 30 to start a family
    • 15% are waiting until at least age 35 (at 30%, men are twice as likely to postpone starting a family until after age 35)
  • Men are more likely to report they expect to earn $100K or more in their careers. (44% vs. 20% of women)
    • The highest salary men expect to reach during their careers is $137K compared to $79K for women.

Stats & Quotes:

• 68% plan to file taxes online – the highest in survey history
  • 39% will use computer software
  • 21% will hire an accountant
  • 18% will use a tax preparation firm
    • $5.8 billion will be spent / average of $131.66 per person using these services
  • 13% will do them themselves
  • 10% will have a friend or family member help

• 66% expect to get a refund in the 2017 tax season
  • 48% will save it (https://nrf.com/resources/consumer-data/tax-returns)
  • 36% will pay down debt (far below peak of 48% in 2009(
  • 21% will spend their refunds on everyday expenses (record low)
  • 11% will spend them on a vacation (lowest since 2013)
  • 9% will spend them on home improvements
  • 9% will use them for a major purchase (record low)
  • 8% will splurge on a special treat (record low)

Stats & Quotes:

From Foodways of the Younger Generations – Millennials and Gen Z 2016:

• Boomers take the most vitamins/supplements (69%)
• Gen X and Millennials are similar in their vitamin/supplement usage (45-46%)
• Fewer Gen Y partake (28%)

From Health & Wellness 2015

• In most cases, usage of supplements, vitamins and OTC products increases with age, except for herbal supplements – more Gen Xers take herbal supplements than either Millennials or Boomers.

Stats & Quotes:

Shopping Stats

• Millennials spend an average of $85 a day and make up 28% of all daily per-person consumer spending in the U.S.
  • That will grow to 35% in the next 15 years.
  • But, Millennial per-day spending is $13 lower than the 19-35 year olds from 2008, who were spending $98 a day.
• Nearly half of Millennials have made an impulse purchase in the past 18 months – 13 points higher than other generations and 18 points higher than a year ago.
• 71% of Millennials have gone online to compare prices vs. 55% of other generations.
• Millennials are less likely to use coupons than older generations (55% vs. 60%).

Lifestyle stats

• Fewer Millennials are invested in religion –
  • 55% say religion is important to them, compared to 65% of Gen X and 70% of Boomers
  • 35% go to a religious service almost every week vs. 42% of Gen X and 43% of Boomers
  • 30% have no religious preference, up from 23% in 2008
• More Millennials are invested in technology –
  • 85% of Millennials access the internet from their phones
  • 71% get information and news via the internet more often than anywhere else – 20 points higher than Gen X and nearly 40 points higher than Boomers  (TV is highest for Boomers and older; internet is highest for Gen X and younger)

Employment

• 21% of Millennials have changed jobs in the past year, 3x that of other generations
  • Millennial turnover is estimated to cost the U.S. economy $30.5 billion annually
• Millennials are the most likely to change jobs – only 50% expect to be with the same company in a year – vs. 60% of other generations
  • More than a third (36%) will look for another job in the next year if the job market improves – compared to 21% of other generations

Stats & Quotes:

• Individuals with non-retirement investment accounts constitute less than a third (30%) of the national adult population.
• Investors are more likely to be male, 55+, white, and college educate. Household incomes are likely above $50,000.
• The most common investment is individual stocks (74%), followed by mutual funds (64%).
• Value of non-retirement investments:
• • 34% report having less than $50,000
  • 33% have $50-250K
  • 28% have more than $250K
• Investors with lower portfolio values have a less diverse mix of investments, but individual stocks outranks mutual funds
• About 70% have bought or sold investments in their non-retirement accounts at least once in the past year.
  • 30% 1-3 times
  • 21% 4-10 times
  • 14% 11+ times
• Trading frequency is highest among those with larger portfolio values and among younger investors
• Younger investors are more aware of investment crowdfunding
• More than half of respondents use a broker or professional advisor for some investment decisions – 43% DIY
  • Older investors and those with higher portfolio values are more likely to use an advisor
  • 80% work with a specific person and have met in person in the past year
  • 73% have communicated with their broker/advisor via phone or email at least 2 times in the past year
  • The #1 reason a broker/advisor is used it to improve investment performance (81%)
    • #2 is to help avoid losses (78%)
• Most investors are willing to take average risks for average returns (47%)
  • Those with the highest portfolio values are less likely to take substantial risks
• Younger investors are more likely to believe that U.S. financial markets are fair to all investors (42% vs. 19% of 55+)

Stats & Quotes:

• For the first time in the survey that has been conducted 32 times since 2001, YouTube outpaced cable TV when teens responded to how they spend their time.
  • Netflix is still #1 for video consumption at  37%. YouTube follows at 26%. Cable TV at 25%.
• Nike has a wide lead on clothing and footwear brand mindshare.
• Upper-income teens are still increasing spend on fashion athletic apparel – Nike, adidas and Under Armour gained share.
• Beauty is getting a larger share of wallet (11%) among upper-income females — highest value in 10 years.
• Footwear as a category continues to increase, adidas gained the most share.
• 58% of households with teens have Amazon Prime.
• Snapchat is the #1 social media platform with 35% using it; 24% use Instagram; 13% use Facebook.
• Video game spending among males is above survey history averages. The Spring survey indicated the average annual spending on video games for 2016 would be $214.

Stats & Quotes:

• 81% of past year car buyers do not enjoy the car buying process (page 7)
  • 85% of women don’t enjoy it
  • Dealers think people like it more than they do
• #1 reason people don’t like car buying is the salespeople (page 10)
  • #1 reason dealers think people don’t like it is the time it takes
• 48% of dealer are getting the most leads from organic search (page 14)
• 41% of all deals sold include a trade-in (page 18)
  • Only 25% of consumers think they get a fair value on trade-ins
• 52% of consumers prefer to get an outside lender vs. financing through the dealership (page 19)
  • More than 1/3 of them say it’s because they don’t trust the dealers
• Only 43% of all consumer prefer to negotiate – men are highest at 60%. (page 20)
  • 88% believe the first price they’re given can’t be the best price
• Dealers are more likely to believe car buyers want to do their entire car buying process online (page 24)
  • 66% of dealers vs. 33% of car buyers said they want to do it all online
  • The consumer group who is most likely to want to do it all online is a higher income group ($100-$149K) (page 25)
• 65% of car buyers do not take their car to any dealership for service. (page 28)
  • Of those who do get service at a dealership, 67% take their car to the same dealership they bought it from

Stats & Quotes:

• Half of LGBT Millennial lesbian and bisexual women and gay and bisexual men desire to have children in the future. (Page 10)
• LGTB remains a more popular term than LGBTQ (page 11-12)
• Anti-bullying and teen suicide are top concerns for the LGBT movement in the next 10 years (Page 14)
• Affordable healthcare is the #2 political and social issue of concern among the LGBT community (Page 15)
• The LGBT community has a generally positive outlook on their economic situation – with 53% saying they are doing great or better than most financially.  (Page 21)
• Target is a store that the LGBT community consciously chooses to shop based on their pro-LGBT policies or practices.  Other brands on the top of the list include Apple, Starbucks, Amazon, Macy’s, Wells Fargo, Home Depot, and Google.   (Page 22)
  • On the other side, Chick-fil-A and Hobby Lobby are negatively associated with / boycotted because of their anti-LGBT policies or practices.  (Page 23)
• A/V electronics and furniture top the list of major items LGBT community members bought in the past 12 months. (Page 24)
• Nearly half have purchased tickets to a live theater production in the past year. (Page 25)
• Gay/bisexual men dine out more often than lesbian/bisexual women – and they tend to eat out for lunch more; while women eat out for dinner more. (Page 26)
• Gay/bisexual men spend more money on clothing in a year than lesbian/bisexual women.
• Between 80-91% of LGBT adults have used Facebook in the past 30 days. (Page 33)
• Millennial LGBT adults are 20 points more likely to use Instagram, Snapchat, and Tumblr than other generations
• Lesbian/bisexual women are more likely to identify themselves as budget shoppers while gay/bisexual men are more likely to identify as brand name/ impulsive, or luxury shoppers. (Page 56)

Stats & Quotes:

Among women:

• 73% believe health and wellness means leading a balanced lifestyle
• 68% say being physically fit
• 63% say being able to deal with stress
• Nearly half of women have health/wellness views that have changed over the past few years
  • Personal health is the #1 trigger to change
  • Aging is the #2 trigger

Stats & Quotes:

• In 2015, less than one third of household payments were made by mail. In 2005, 67% of payments were made by mail. In 2015, 30% were made by mail and 66% were made electronically. (page 12)
• Households received 4.9 billion periodicals via mail in 2015, less than that of the prior two years (page 13)
  • Newspapers made up 15% of all the periodicals, down from 35% in 1987.
• The more mail a HH receives, the higher the income and greater the internet access. HHs that received 12 or less pieces of mail per week earned only $26,248 annually while HHs that received 36-44 pieces of mail per week earned an average of $88,127 annually.  (page 23)
• The Postal Service currently owns and operates 35,520 post office locations (including branches) in the U.S. (Page 27)
  • More than half of U.S. HHs visit a post office at least once a month
  • Fewer HHs rented a post office box in 2015 (3.2%) than in 2001 (10%)
• On average, a HH received 2.1 pieces of correspondence mail per week in 2015 – about the same as the prior two years (Page 29)
• Total personal correspondence volume in 2015 was down 18% to 2013. (Page 32)
  • Volume of holiday greeting cards (1.1 billion pieces) was down 28% to 2013.
  • Volume of non-holiday greeting cards (1 billion pieces) was down 11% to 2013.
• Higher income households send more greeting cards, particularly those earning more than $65K per year (Page 33)
• Adults 55+ send more than twice as many greeting cards per year on average than Adults under 35. (10 vs. 23) (Page 33)
• Charitable requests for donation volume of 570 million was down 13% to 2013.
• 60% of households use the internet bill pay; 53% use automatic deduction bill pay (doubled since 2000)
• The average number of bills a HH receives per month in the mail is 9.2, down slightly since 2013.
• Advertising mail accounted for 65% of all mail received by HHs in 2015 (page 50).
  • At a volume of 78.7 million pieces, advertising mail was down 6.2% to 2013.
  • On average, a HH received 12.1 pieces of advertising mail per week (down from 13.2 pieces in 2013)
    • Pieces per week increases with age, education and income. (Page 51-52)
• 54% of HHs read their advertising mail; 21% scan it; and 24% don’t usually read it (page 55)
  • Catalogs get more attention than credit cards (44% read catalogs, while only 28% read credit card advertising)
  • Reading rates of advertising mail are higher as income decreases, age increases, and for those without internet access (page 56)
• Periodical mail peaked in 1990 and has declined nearly every year since.  (page 59)
  • Monthly magazines account for 67% of all magazines received
  • Households with incomes above $100K receive 3x as many periodicals as HHs earning less than $35K. (page 62)
• Packages sent and received (excluding CD/DVD mail) increased about 17% to 2014 and 25% to 2013.  (page 67-72)
  • Average packages received per week is below 1.0 for all segments, but those with higher incomes, more education, larger households, and who shop online receive more packages on average.
  • Clothing is the #1 specific category of items received in a package – making up 21% of all received packages (and up from 18% in 2013).
• Previous customers are more likely to read mail (58% read mail from companies they do business with compared to 25% from those they know but haven’t done business with)  (Page 145)
  • They are also more likely to respond to mail (19% of previous customer will respond to advertising from a company they’ve done business with, vs. only 2% of those they know but haven’t done business with).  (Page 147)
• Page 154-158 provides a breakout for different industries.
  • 39% of previous customers of credit card companies read mail immediately; 8% will respond
  • 51% of previous customers of insurance companies read mail immediately; 9% will respond
  • 73% of previous customers of department stores read mail immediately; 33% will respond
  • 54% of previous customers of mail order companies read mail immediately; 16% will respond
  • 61% of previous customers of publishers read mail immediately; 18% will respond
• Catalogs and Newspapers/Magazines are the most “useful” shapes of mail HHs receive (page 160)
• Flyers and postcards are responded to more often than other shapes of mail (15% respond to flyers; 21% respond to postcards) (Page 161)
• Page 165-174 provides a breakout for different industries based on shape of mail and action taken.
• Page 175-176 provides a breakout for more industries based on actions taken.
  • Charity mail is #1 for read immediately (70%)
  • Department stores mail is #1 for mail that’s found useful (70%)
  • Mail order company mail is #1 for set aside (14%)
  • Supermarket mail is #1 for will respond (35%)

Stats & Quotes:

• 34% of travel plans are made by the wife or female in a relationship; 33% say they are a couple who made plans together
• Women are involved in travel plans 75% of the decisions, while men are involved in 54% of the decisions
• Two types of vacation planners:
  • Deal Seekers – plan within 3 months of their stay — 55% of travelers
  • Trip Planners — plan at least 6 months in advance – 31% of travelers
    • Trip Planners book longer stays and more likely to return again – these travelers have a higher lifetime value
• The most popular booking window is two months out from a vacation
  • 66% of travelers book their hotel within 3 months of their vacation
• 90% of travelers say they visited 10 websites or fewer prior to booking
  • On average, travelers visit 4.6 unique websites and take 26 days to plan.
• Desktops are used most often to research stay prior to booking and to leave a review after their stay
• Mobiles are used most often for information during their stay and are used equally as often as desktops to make the actual booking
• A third of travelers booked travel by phone.
• Travel research begins with a search engine, but property websites are just as influential to the final decision.
  • 83% will read reviews before booking – 17% say it’s the most influential source to their decision
  • Travelers are 4x more likely to leave a review if they had a negative experience
  • Some sites’ reviews are more believable than others – Yelp yielded least believable reviews, while hotel websites were most believable.
  • 35% will visit a hotel’s Facebook page before booking
• Mobile apps are welcomed by travelers
  • 31% used one or more mobile apps in their travel planning
  • 52% would use one to purchase additional services
  • 56% would check in with a mobile app if they could
  • 61% would purchase a late checkout with a mobile app if they could

Stats & Quotes:

• 41% believe it would be difficult for them to get a mortgage to purchase a home today.  (Page 10)
• Groups who believe it would be harder include:
  • African-Americans and Hispanics
  • Those with HH incomes <$50K
  • Those without college degrees
  • Adults 18-34
  • Renters
• Top reasons cited by those who believe it would be difficult to get a mortgage (page 11)
  • 50% say they have insufficient income
  • 50% they can’t afford a down payment
  • 48% say their credit score inhibits them
  • 45% say they have too much debt already
• More than half don’t know the minimum credit score accepted by credit lenders; and nearly half don’t know their credit score (page 18)
• Mortgage Purchase Journey on slide 22 shows 12 steps to obtaining a mortgage
  • First, find a house and agent
  • Then, research loan options, prep financial paperwork, get pre-qualified
  • Then, meet with lenders, compare quotes
  • Finally, make a decision on the lender
• Lenders are seen as the most influential source of information on getting a mortgage and getting advice about mortgages.  (page 23)
  • Real estate agents/brokers are in 2nd place
• Minority consumers are more likely than the average home buyer to be willing to complete some financial behaviors from their mobile devices (page 26)

Stats & Quotes:

• 30% of men say they are grocery shopping more than they did five years ago, and 41% of men currently report doing all or nearly all of the grocery shopping in their household. (page 2)
• 65% of male shoppers visit the grocery store 2+ times a week, compared to 58% of women shoppers. (page 3)

Where they shop: (page 3)

• Men are more likely to visit a club store in the past 30 days for the primary purpose of buying food/beverage items. (30% vs. 28% of women)
• Men are also more likely to visit convenience stores for these items (21% vs. 15%).
• But, traditional grocery stores are still #1 (76% vs. 75% of women have visited a traditional grocery store in the past 30 days to buy food/beverages).

What influences them:

• Men are less driven by price, coupons, and store flyers (page 4)
• Men are more driven by past experience with a product and brand names (page 4)
• Men are not aisle browsers (page 5)
  • 49% of men say “completing my shopping as quickly as possible” is what matters most to them (compared to 39% of women)
• Male shoppers spent an average of $95.89 on their last grocery trip vs. $91.69 for female shoppers (page 6)

Stats & Quotes:

• 76% of single women 55+ feel younger than their age.
• 74% are happier or as happy as they were at age 35
  • 45% believe their best years are yet to come
• 80% rank having self-confidence as “very important” and 76% are more empowered now than they were at age 35
  • 22% say they feel more attractive than they did at age 35
• 54% of single, female Boomers are as active or more active today than they were at age 35
  • 81% find being physically healthy very important
  • 68% rank living a healthy lifestyle as their top priority after time with family and friends
  • 59% of respondents report exercising at least a few times a week
    • 27% do weight training
    • 19% hike
    • 18% practice yoga
    • 16% bike
    • 14% swim

Stats & Quotes:

• Millennials = 1981-1997
• Gen X = 1965-1980
• Boomers = 1946-1964
• Silent Gen = 1928-1945
• Millennials now surpass Baby Boomers as the largest living generation
• Gen X is expected to surpass Baby Boomers in 2028
• Millennial numbers continue to grow due to immigration
• Millennial population projected to reach highest numbers in 2036 (81 million)
• Gen X population will peak in 2018 (66 mill)
• Baby Boomers peaked in 1999 (79 mill)

Stats & Quotes:

• Millennials = 18-34
• Several great visuals in this article
• “”46 percent said that they access search engines such as Google while they are in a store””
• 39 percent post product reviews
• Dramatic increase over 2012 in Millennials using smartphones for coupons/promotions while in a store
• Purchasing decisions influenced by 5 people (more than older generations) — more influenced by celebrities than other generations
• Millennial female values that have become more important over the past 2 years include disconnecting and unplugging, fitness, and simplifying
• “”50% of U.S. Millennials ages 18 to 24 and 38 percent of those ages 25 to 34 agree that brands “say something about who I am, my values, and where I fit in.” — much higher than other generations
• “”40 percent said that they were willing to pay extra for a brand or product that reflected the image they wished to convey about themselves””

Stats & Quotes:

• Millennials = 13-34
• 84% streamed TV in the past 6 months, more than those who watched live TV or recorded on a DVR
• Netflix more valuable than broadcast or cable TV
• Many Millennials are watching TV on other devices than TV. Only 55% prefer to watch TV on a TV

Stats & Quotes:

Millennial men:

• spend less time per week watching TV than Millennial females (20 hours vs. 23)
• spend less time per week watching TV than Boomer males (20 hours vs. 38)
• spend more time per week watching video on the Internet (>2 hours)
• spend an hour more per week listening to radio than Millennial females (nearly 12 hours)
• they spend on electronics. They shop for electronics 5 times a year and spend about $77 each time
  There is a good infographic that goes along with this summary.

Stats & Quotes:

• 80% of job seekers expect to do at least part of their job search from a smartphone
• 54% have used a mobile device to aid in their job search
• Yet, more than half of HR pros admit their application process is not optimized for mobile
• But they 76% of HR pros believe it’s an important problem to solve.
• Stumbling blocks pointed to IT issues, budgets, and internal resistance,

Stats & Quotes:

• Millennials = age 21-32 (birth years 1982-1993)
• Gen X/Previous Generation = birth years 1959-1981
• By 2015, Millennials will be 45% of the U.S. workforce. This will make them the majority(slide 8)
• 28% of Millennials are in manager positions (slide 9)
• Hiring managers often report (53%) it’s difficult to find and retain Millennial talent (slide 13 & 18).
• “”79% of Millennials would consider quitting their regular job and working for themselves in the future. (slide 26)
• Millennials say flexible working times and place top the list of attractive characteristics of freelance work (slide 27)
• 41% of hiring managers plan to increase their hiring of freelancers in the next 5 years (slide 20)
• Hiring managers believe Millennials are more narcissistic and money-driven than other generations. Millennials tend to agree with that.(slide 22-23)
• One area Millennials and hiring managers disagree is in the realm of teamwork. Fewer hiring managers believe Millennials possess team player qualities than Millennials see in themselves. (slide 23)
• Millennials place more value on the people and team they’ll work with than hiring managers give them credit for. (slide 24)
• Most Millennials (58%) expect to stay in their job fewer than 3 years
• 38% of hiring managers are concerned that Millennials are not used to a standard working environment and in fact, Millennials believe technology is making easier for individuals to be their own boss (slide 28-29)

Stats & Quotes:

• Millennials = 18-34, Gen X = 35-49, Baby Boomer 50-69
• Millennials willing to commute 51 minutes on avg to get to work each day. Gen X at 36 and Boomers at 31
• Although 2/3 of Millennials prefer to work at home, Gen X and Baby Boomers are higher (77% and 71%).
• More than half of Millennials prefer open office plans to cubicles and offices. (41% of Gen X or Boomers prefer open office)
• Millennials more likely to value the face-to-face business meetings (77%)
• More than half of Millennials willing to share their workspace with someone else

Stats & Quotes:

• MIllennials = 18-34
• Millennial moms have higher device ownership — 85% own a smartphone and 43% own a tablet
• Millennial moms turn to mobile phones when shopping to take photos of products (50%), text family/friends (39%), send product photos to other (40%).

Stats & Quotes:

• Millennials will be the dominant group in purchasing power by 2017.
• luxury is more about experiences and feelings than things
• 44% of Mils have posted a photo of food or drinks on social media
• 19% of 21-24s have borrowed someone else’s food to take a picture of it for social media
• 52% of Mils 21-32 years old would rather go to a food festival than a music festival.
• 61% of Mils aged 21-24 would rather have dinner at a new restaurant than buy a new pair of shoes

Stats & Quotes:

• 18 hours a day spent on media
• most diverse racially
• TV top media source followed by Internet
• 56% say they use online viewing for immediate access
• 5.4 hours a day of social media
• Check smartphones 43 times a day

Stats & Quotes:

• Millennials = born between 1980-2000
• $170B purchasing power per year
• 6% trust traditional online ads
• 91% trust friends for product recommendations

Stats & Quotes:

• Millennials = 18-36 year olds
• 58% would pay off debt (top answer of Mils)
• 25% would buy a car, 27% would buy a house, 14% would go back to school (more likely than other Gens)

Stats & Quotes:

• Millennials = 21-36, Gen X =37-48 buying more wine/spirits from retail stores than other gens
• More than 50% of survey respondents bought beer in last 3 mos.
• Craft beers raising among all, but mostly among Mills (15% of off-premise beer spending)
• Mills recall blogs and in-store tastings over TV and print in their decision making.
• Mills like vodka, Gen X rum.
• Mills purchase wine on sale.

Stats & Quotes:

• 38% of all respondents very favorable to tabletop ordering devices in casual-dining restaurants
• 41% of 18-24s interested — highest percent of all age groups.
• Older consumers concerned technology would negatively affect service

Stats & Quotes:

• 66% of millennial high-frequency travelers rate “”unique rewards”” an important factor when choosing a hotel loyalty program, much higher than other ages
• Millennial travelers are “”quick to share their positive experiences or broadcast their discontent over their social networks””
• 75% would remain loyal to a hotel brand even if they lost all their points and status
• “”Millennials highly value ‘soft’ benefits such as VIP treatments and exclusive experiences more than other groups.””
• 66% say unique experiences matter.
• Average millennial traveler checks 10 online sources before making a travel purchase
• Millennial business travelers would pay $41 more per night and travel up to 15 min out of their way to stay with a preferred brand
• Free Wi-Fi, cleanliness, and comfort are expected basics to Millennial traveler.

Stats & Quotes:

• Millennials = 18-36 year olds: Gen X 37-48; Boomers 49-67; Matures 68+

In the next 6 months:

• more Millennials, at 60%, than other generations intend to reduce spending dining out

more Millennials, at 64%, intend to save or invest more money

• 33% of Millennials plan to move to a different residence

Over the past 6 months Millennials:

• purchased more generic brands (59% vs Matures’ 44%)
• switched to refillable water bottles vs. purchasing bottles of water (40% vs. 27% of Matures)

Stats & Quotes:

• Millennial = born between 1982-1994
• nearly half of Millennials feel they have to check in with work even when on vacation – higher than of Baby Boomers 36%
• 40% of Millennials have guilt over using vacation time, less than other generations (28% of Gen X and 18% of Baby Boomers)
• 54% of Millennials feel guilty if they don’t work on site or from home when they are sick
• Millennials and Gen X also more likely to check email after the work day is over (52% and 47%).

Stats & Quotes:

• Millennials = 19-33 year olds
• 49% Mils eat out once a week, down from 60% in 2011, but still higher than the other Gens
• 36% Mils eat takeout/delivery at least once a week
• Millennial Males eat out more than females.

Stats & Quotes:

• Millennials = 18-33 years old
• 21-page PDF results presentation
• 74% of Millennial women are members of one or more fashion-related programs (52% of Millennial men) (slide 10)
• Incentives make a difference to Millennials. (slide 10)
  • 60% answer polls and surveys if there’s an incentive – only 29% do without incentive
  • 63% would a loyalty program for incentives, only 35% would otherwise
• Of the listed retailers, Kohl’s has the most Millennial loyalty rewards members and it’s more popular among men than women (slide 11)
  • Dick’s Sporting Goods is also popular among Millennial men
  • Target and Gap are popular among Millennial women
• When incentivized, Millennial women are
  • 7x more likely to retweet your brand and 3x more likely to follow your brand or store on Twitter
  • 6x more likely to upload a photo as part of a campaign

  (slide 12)

• Millennials want exclusive access to events and products, elite status as a preferred shopper, and the ability to earn rewards quickly, and transfer or aggregate points from multiple programs. (slide 14)

Stats & Quotes:

• Composition of Income by range and generation, page 28
  • Younger Millennials (age 20-28) average around $25,000 a year
• Ethnicity comparison Boomers vs. Millennials, page 29
• Millennials (age 20-34) U.S. map and table indexed by county, page 30
• High-Income Millennials (ages 25-34 with 100K+) U.S. map and table indexed by county, page 31
• Favorite fast food chains by generation, page 32
• Annual store visits and spending per trip by generation, page 33

Stats & Quotes:

• Millennials = 18-34 year olds
• 54% of Millennials would consider moving to another city if it has more and better options for getting around
• 66% say that access to high quality transportation is in the top three criteria they weight when deciding where to live
• 46% who own a car would seriously consider giving it up if they had reliable alternative transportation
  • the expense of owning a car is a major reason they want to be less reliant on it for 64% of Millennials

Stats & Quotes:

• 2 out of 3 Millennials touch 2 different devices daily; more than 1/3 touch 4 devices daily
• Millennials touch their smartphones 45 times a day
• Pages 8-12 talk about personal data and trust
  • Basically they know companies are tracking them, but some items are more acceptable than others. If they know the company and trust them they’ll offer more info. 54% will share more data if means more relevant offers
• 64% agree that dealing with a company should feel the same whether online, in a store or on the phone
• Half discover new and interesting things online via Facebook

Stats & Quotes:

• 50% of Mils find themselves independent politically – growing over time and highest of all generations measured
• 29% of Mils are religiously unaffiliated — growing over time and highest of all generations measured
• Millennials have the highest number of Facebook friends, with a median of 250 compared to 200 for Gen X and 98 for Young Boomers
• 19% say generally, people can be trusted — the lowest percentage of all the generations. Boomers are most trusting at 40%.
• Millennials less likely than other generations to believe ‘environmentalist’ describes them well

Stats & Quotes:

• Minutes spent with traditional TV viewing increases with age
• A table compares weekly time spent with TV by age from each quarter in 2011 through the first half of 2013
• Looking at age ranges makes you believe as you get older you watch more TV
• Looking at birth years shows that younger generations are decreasing their traditional TV viewing minutes at a faster clip than those born before 1964.

Stats & Quotes:

• Millennials = 18-34
• when asked to rank the most important piece of their American Dream, 29% of Millennials ranked experiences (travel, restaurants, hobbies), higher than a meaningful job, dream home, or high-end possessions
• 70% of Millennials believe their idea of the American Dream is different than that of their parents
• 53% of Millennials say the costs of having a car make it difficult for them vs. 35% of older generations
• 50% of Millennials say they’d drive less if they had other transportation options available
  • 35% are actively seeking these alternatives

Stats & Quotes:

• Millennials =1980-1999
• largest generational cohort in size at 80 million+
• more diverse themselves and more tolerant of diversity
• master of self-expression
  • 75% have profile on social networking site
  • 20% have posted a video of themselves online
  • 38% have 1-6 tattoos
  • 23% have a piercing other than in their ears
• main source of news is TV at 65% and Internet at 59%; newspapers at 24% and radio at 18%
• parents are very influential to their beliefs — 61% say parents are most influence in political views (public leaders influence at 19% and media at 12%)
• 80% sleep next to their phone
• Avg Millennial student loan debt = $25,000
• 31% of all higher education students now take at least one course online
• 1 in 5 Millennials becomes a teacher
• 27% are self-employed
• In 2011, 29% of all entrepreneurs were 20-34. 160,000 start-ups launched per month by Millennials
• annual purchasing power $200 billion direct; $500 billion indirect (influence on boomer parents)
• “”they switch their attention between media platforms 27 times per hour.””
• “”Millennials tend to give smaller donations to a number of locations versus fewer larger donations and tend to give one time for a specific cause or event versus annually. One study found 20-something donated on average to 3.6 different groups””
• quality benefits package influences 56% of Millennials when choosing an employer and influences 63% of them to stay at a job.