Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Millennials - US - March 2010

Millennials, the children of the Boomers, are the next generational bulge, and as they move through their career stages, the impact of their buying power will reflect their numbers and be immense. Tapping into this generational segment as they begin their adult lives is important for brands hoping to establish lifelong relationships with their customers. The advent of social media (e.g. social networking sites) has forced marketers to change how they think about reaching consumers who have grown up online.

In this report, Mintel takes a look at the attitudes of the Millennial generation toward technology, health, financial goals, and social issues. It also focuses on the role that social media play in their lives.

Analysis and insights offered include:

  • How social media are being used to reach Millennials
  • How innovators are overcoming Millennial disdain for advertising
  • Which strategies have proven effective in increasing reach and generating sales
  • Which generational characteristics marketers should cater to
  • How resistant are Millennials to corporate presence online
  • Which motivations drive Millennial behavior on the internet
  • Which social issues matter most to Millennials and do they expect corporate responsibility
  • What percentage of Millennials would rather chat with friends online than in person

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Consumer survey data
          • Advertising creative
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Millennials are diverse, mostly single, and the next bulge in buying power
                    • Millennial generation defined by technology
                      • Self-expression is taken to a new level with technology and pop culture
                        • Political and economic events are still shaping who Millennials will be
                          • The internet is at the center of Millennial culture
                            • Internet and mobile technology as the backbone of modern life
                              • Marketers overcome resistance to social media advertising with innovation
                                • Twitter still catching on but has already produced incremental sales
                                  • Millennials more likely to use technology for socializing and entertainment
                                    • Millennials focus on family and friends during economic difficulty
                                      • Millennials less cynical in trusting corporations and more passionate about a free internet
                                        • Millennials more concerned with social image and trends
                                          • Health is not a big concern for Millennials but organic sells
                                          • Insights and Opportunities

                                            • Internet as a new form of television doesn’t work for Millennials
                                              • Social media campaigns must add value
                                                • Entertainment value
                                                  • Practical value
                                                    • Giving brands an online face
                                                    • Inspire Insights

                                                        • Prove It
                                                          • What's it about?
                                                            • Implications
                                                            • Demographic Drivers

                                                              • Millennials represent the next generational bulge
                                                                • Figure 1: U.S. population, by generation, 2009
                                                              • Millennials are more diverse than previous generations
                                                                  • Figure 2: U.S. population share, by age, by race/Hispanic origin, 2005-15
                                                                • Millennials are more likely than prior generations to be single
                                                                    • Figure 3: Marital status of 18-28 year olds, by generation, 1963-2009
                                                                • Cultural Drivers

                                                                  • Millennial generation defined by technology
                                                                    • Self-expression is taken to a new level with technology and pop culture
                                                                      • Millennials are more accepting of differences
                                                                        • High voter turnout demonstrates the power of Millennial hype
                                                                          • Millennial optimism is tested by the toughest job market in decades
                                                                          • New Media Marketing Channels

                                                                            • The internet replaces television as primary source of entertainment
                                                                              • Figure 4: Use of select media, by age, December 2009
                                                                              • Figure 5: Attitudes toward television and the internet, entertainment and socializing, by age, June 2009
                                                                            • Internet is the first source of consumer information
                                                                              • Figure 6: Impact of internet on obtaining product information and shopping, by generation, February 2008-March 2009
                                                                            • Social networking users avoid obvious commercialization
                                                                                • Figure 7: Interaction with brands on social networking sites, by age, June 2009
                                                                              • Twitter
                                                                                • Mobile web access
                                                                                  • Figure 8: Attitudes toward cell phone advertisements, by age, June 2009
                                                                                • Newspaper readers move online but decline overall
                                                                                  • Figure 9: Newspaper readership, print vs. web, by generation, 2006 vs. 2008
                                                                              • Innovation and Innovators

                                                                                • Spotlight: Gap furthers reach of cheer campaign through YouTube
                                                                                  • Viral component
                                                                                    • Spotlight: IKEA campaign uses basic Facebook function to go viral
                                                                                      • Spotlight: Obama campaign goes full throttle on social media
                                                                                      • Television Advertising

                                                                                        • Internet and mobile technology as the backbone of modern life
                                                                                          • Figure 10: Apple——iPhone 3G apps, May 2009
                                                                                          • Figure 11: Dell——Inspiron, March 2009
                                                                                        • Non-tech marketers remind Millennials of a simpler time
                                                                                          • Figure 12: The Gap——Plaid Anti-Tech, November 2009
                                                                                          • Figure 13: Coca-Cola——Bottle as Cell Phone, March 2009
                                                                                        • High-energy self-expression counteracts negative corporate connotations
                                                                                          • Figure 14: Nike——Delicious Training, August 2009
                                                                                          • Figure 15: Red Bull——Break-dancer, March 2009
                                                                                      • Social Media Advertising

                                                                                        • Millennials are especially annoyed by online advertising
                                                                                          • Figure 16: Attitudes toward advertising, by age, December 2009
                                                                                        • Facebook faces attitudinal barriers in commercializing
                                                                                          • Very few product brands make the Facebook Top 30
                                                                                            • Figure 17: Product brands among the Top 30 Facebook Fan Pages, January 2010
                                                                                          • Twitter still catching on but has already produced incremental sales
                                                                                            • Live tweets in a static campaign
                                                                                              • Third-party companies
                                                                                              • Technology

                                                                                                • Generational gap on the internet is wider in entertainment
                                                                                                  • Figure 18: Attitudes toward internet use, by age, December 2009
                                                                                                • Millennials more enthusiastic about technology as personal expression
                                                                                                  • Figure 19: Attitudes toward electronic devices and smartphones, by age, December 2009
                                                                                              • Financial Conditions and Concerns

                                                                                                • Younger respondents more concerned about quality time with friends and family
                                                                                                  • Figure 20: Financial concerns, by age, December 2009
                                                                                                • Millennials already worrying about debt and retirement
                                                                                                  • Figure 21: Primary financial concerns: Millennials indexed to total population, June 2009
                                                                                              • Social and Ethical Issues

                                                                                                • Millennials less cynical in trusting corporations
                                                                                                  • Figure 22: Attitudes toward consumer and corporate ethics, by age, December 2009
                                                                                                • Millennials believe strongly in a free internet
                                                                                                  • Figure 23: Importance of social issues, by age, December 2009
                                                                                              • Lifestyle Concerns

                                                                                                • Millennials more concerned with social image and trends
                                                                                                  • Figure 24: Attitudes toward social appearances, by age, December 2009
                                                                                                • Millennials seek personal expression and social connectivity
                                                                                                  • Figure 25: Attitudes toward social interactions, by age, December 2009
                                                                                              • Entertainment

                                                                                                • Millennials thrive on digital media and shop as a habit
                                                                                                  • Figure 26: Forms of entertainment, by age, December 2009
                                                                                              • Health and Diet Concerns

                                                                                                • Appeal of organic label is stronger among Millennials
                                                                                                  • Figure 27: Dietary habits, by age, December 2009
                                                                                                • Younger Millennials are less likely to smoke
                                                                                                  • Figure 28: Wellness activities, by age, December 2009
                                                                                              • Race

                                                                                                • Black Millennials more concerned about financial security
                                                                                                  • Figure 29: Financial concerns, by race, December 2009
                                                                                                  • Figure 30: Popularity of wellness activities, by race, December 2009
                                                                                                • Black Millennials less likely to watch online video
                                                                                                  • Figure 31: Attitudes toward internet use, by race, December 2009
                                                                                                  • Figure 32: Attitudes toward advertising, by race, December 2009
                                                                                                • Black Millennials less averse to processed foods
                                                                                                  • Figure 33: Popularity of dietary habits, by race, December 2009
                                                                                              • Cluster Analysis

                                                                                                  • Pragmatists
                                                                                                    • Demographics
                                                                                                      • Characteristics
                                                                                                        • Opportunity
                                                                                                          • Laggers
                                                                                                            • Demographics
                                                                                                              • Characteristics
                                                                                                                • Opportunity
                                                                                                                  • Wholesomes
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunity
                                                                                                                          • Cluster characteristics
                                                                                                                            • Figure 34: Marketing to Millennials clusters, December 2009
                                                                                                                            • Figure 35: Attitudes toward electronic devices and smartphones, by marketing to Millennials clusters, December 2009
                                                                                                                            • Figure 36: Attitudes toward consumer and corporate ethics, by marketing to Millennials clusters, December 2009
                                                                                                                            • Figure 37: Importance of social issues, by marketing to Millennials clusters, December 2009
                                                                                                                            • Figure 38: Dietary habits, by marketing to Millennials clusters, December 2009
                                                                                                                          • Cluster demographics
                                                                                                                            • Figure 39: Marketing to Millennials clusters, by gender, December 2009
                                                                                                                            • Figure 40: Marketing to Millennials clusters, by age, December 2009
                                                                                                                            • Figure 41: Marketing to Millennials clusters, by race, December 2009
                                                                                                                            • Figure 42: Marketing to Millennials clusters, by Hispanic origin, December 2009
                                                                                                                          • Cluster methodology
                                                                                                                          • Other Useful Consumer Tables

                                                                                                                            • Race/ethnicity
                                                                                                                              • Figure 43: Attitudes toward corporate ethics, by race, December 2009
                                                                                                                              • Figure 44: Importance of social issues, by race, December 2009
                                                                                                                              • Figure 45: Attitudes toward social appearances, by race, December 2009
                                                                                                                              • Figure 46: Attitudes toward social interactions, by race, December 2009
                                                                                                                              • Figure 47: Forms of entertainment, by race, December 2009
                                                                                                                          • Custom Consumer Groups

                                                                                                                              • Millennial males are early adopters and trendsetters for internet and mobile tech
                                                                                                                                  • Figure 48: Attitudes toward social appearances, by age and gender, December 2009
                                                                                                                                  • Figure 49: Attitudes toward internet use, by age and gender, December 2009
                                                                                                                                  • Figure 50: Attitudes toward electronic devices and smartphones, by age and gender, December 2009
                                                                                                                                  • Figure 51: Forms of entertainment, by age and gender, December 2009
                                                                                                                                • Millennial males exhibit a stronger interest in corporate responsibility
                                                                                                                                    • Figure 52: Importance of social issues, by age and gender, December 2009
                                                                                                                                    • Figure 53: Attitudes toward corporate ethics, by age and gender, December 2009
                                                                                                                                    • Figure 54: Attitudes toward social interactions, by age and gender, December 2009
                                                                                                                                    • Figure 55: Popularity of dietary habits, by age and gender, December 2009
                                                                                                                                • Appendix: Trade Associations

                                                                                                                                  Marketing to Millennials - US - March 2010

                                                                                                                                  US $3,995.00 (Excl.Tax)