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Marketing to the iGeneration - US - April 2016

"Until recently, the iGeneration has been largely overshadowed by the preceding generation: Millennials. As iGens begin to edge Millennials out of the key 18-34 demographic, marketers need to pay closer attention to this generation’s priorities and how their behavior differs from the dominant Millennials."
- Fiona O'Donnell, Category Manager - Multicultural, Lifestyles, Leisure and Travel

This report discusses differences that are helpful to understanding this up-and-coming generation:

  • They are even more racially and ethnically diverse.
  • They are the true digital natives – this doesn’t know a time without instant connection.
  • They view social media as a way to influence and be inspired by the world around them.

For the purposes of this Report, Mintel has used the following definitions:

  • Tween/teen iGens: internet users aged 9-17
  • Adult iGens: internet users aged 18-21

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Why the “iGeneration”?
          • Figure 1: Births in the US (millions), Mintel generational cut-offs, 1910-2009
          • Figure 2: Share of US population by generation, 2016 
        • Who are the iGens? What makes them unique?
          • Self-confident iGens think the best of themselves
            • Figure 3: iGen perceptions of self and others their age – Select responses, February 2016
          • Messages received in youth likely to impact iGens’ future perspectives
            • Figure 4: Motivations for being healthy, adult iGens indexed to all, July 2015
          • iGens “speak” a new language – mostly made of pictures
            • Figure 5: IGens’ use of images only to communicate, by age, February 2016
          • Music defines a generation, iGens are no exception
            • Figure 6: iGen social media and marketing preferences, by tween/teens and adults, February 2016
          • The issues
            • All eyes on me: It’s not easy to rise above the noise
              • Save money-money, save money-money-money: Will iGens be even more frugal than Millennials?
                • I want it now: iGens may be even less patient than Millennials
                  • The opportunities
                    • Teach your children well: Parents have significant influence on iGens
                      • Figure 7: Influences on iGens – Parents and friends, by tween/teens and adults, February 2016
                    • Hey 19 (or 29 or 39): Age-agnostic marketing may be the antidote to Millennial madness
                      • Figure 8: “Sick of hearing about Millennials,” by generation, February 2016
                    • Signed, sealed, delivered: iGens “love” getting mail
                      • Figure 9: Tween/teen iGens “love getting mail,” by age and gender and by household income, February 2016
                    • What it means
                    • The Market – What You Need to Know

                      • Less powerful than Millennials, gaining relevance as they move into adulthood
                        • iGens following longer-term demographic trends
                          • Unlikely that iGens will reverse trend of delaying marriage and family
                          • The iGeneration by the Numbers

                              • iGeneration accounts for 17% of US population
                                • Figure 10: Population by generation, 2011-21
                              • iGens are more diverse, more open-minded
                                • Figure 11: Generations, by race and Hispanic origin, 2016
                              • Nearly all iGens are unmarried, likely to remain so until late in their 20s
                                • Figure 12: Marital status, by age, 2015
                                • Figure 13: Median age at first marriage, by gender, 2005-15
                            • Spotlight on Tween and Teen iGens

                              • Tween/teen iGens similar to adults in some ways, bucking trends in others
                                • Figure 14: Language spoken in the home, by teens aged 12-17 and adults aged 18+, April 2014-June 2015
                              • Teen birth rate continues to decline
                                • Figure 15: Birth rates per 1,000 females ages 15-19, by race and Hispanic origin, 1990-2014
                              • Majority of tween/teen iGens live with both parents
                                • Figure 16: Household relationship and living arrangements of tween/teen iGens, by age, 2015
                            • Key Players – What You Need to Know

                              • What’s working: Social media celebrities, sharing the experience
                                • What’s challenging: Attracting – and keeping their attention
                                  • What’s next: Rethinking “Girl Power”
                                  • What’s Working?

                                    • All hail the “Instagirls”
                                      • Figure 17: “Karlie Kloss, Cara Delevingne, Joan Smalls, and More Talk Supermodels and Instagram,” online video, August 2014
                                    • Sharable brand experiences
                                      • Music and humor should garner attention from iGens
                                        • Figure 18: Tween/teen iGens’ attitudes toward social media and commercials, February 2016
                                    • What’s a Challenge?

                                      • Traditional advertising
                                        • Tapping the power of celebrity
                                          • Girls can code – but do they want to?
                                            • Figure 19: “#GirlsCan: Girls Who Code,” online video, November 2014
                                            • Figure 20: Tween/teen iGens and trends – Learning to code, by gender, February 2016
                                        • What’s Next?

                                          • The rebirth of “Girl Power”
                                            • Figure 21: “Always #LikeAGirl - Girl Emojis,” online video, March 2016
                                          • Harnessing the power of big data
                                          • The Consumer – What You Need to Know

                                            • iGens are confident, attribute positive qualities to themselves
                                              • iGens seem to think if it's good for the individual it’s not bad for society
                                                • Fitting in or standing out? iGens strive for both
                                                  • Admittedly or not, celebrity influence is strong among tween/teen iGens
                                                    • Averse to “following,” iGens are at the leading edge of trends
                                                      • Social media influences iGens and is a platform to wield influence
                                                      • How iGens Perceive Themselves and their Generation

                                                          • Younger iGens’ self-perceptions misaligned with overall age group
                                                            • Figure 22: Tween/teen iGen generational perceptions – Correspondence analysis, February 2016
                                                            • Figure 23: Tween/teen iGen generational perceptions, February 2016
                                                          • Adult iGens also see themselves differently
                                                            • Trend followers? iGens don’t think so
                                                                • Figure 24: Adult iGen generational perceptions – Correspondence analysis, February 2016
                                                                • Figure 25: Adult iGen generational perceptions, February 2016
                                                            • Adult iGens and Attitudes toward Changing Society

                                                                • Are iGens pushing back against feminism?
                                                                    • Figure 26: Attitudes toward changing society – Feminism, by adult iGens and all, February 2016
                                                                    • Figure 27: Attitudes toward female breadwinners, by gender and adult iGens versus all, February 2016
                                                                  • iGens have progressive views about relationships
                                                                    • Figure 28: Attitudes toward changing society – Relationships, by adult iGens and all, February 2016
                                                                  • Female adult iGens happy to delay children – but maybe not marriage
                                                                    • Figure 29: Attitudes toward changing society – Relationships, by gender and adult iGens versus all, February 2016
                                                                  • Diversity viewed positively, including acceptance of refugees from conflict areas
                                                                    • Figure 30: Attitudes toward changing society – Society and legislation, by adult iGens and all, February 2016
                                                                • iGens and Fitting In

                                                                    • Younger iGens feeling free to express themselves – for the most part
                                                                      • Figure 31: “Louis Vuitton Presents Series 4: The Heroine by Bruce Weber,” online video, January 2016
                                                                      • Figure 32: Tween/teen iGens’ attitude toward fitting in, February 2016
                                                                    • Adult iGens torn between fitting in and standing out
                                                                      • Figure 33: Adult iGens’ attitude toward fitting in – Netted, February 2016
                                                                    • Adult female iGens tend to be slightly more open-minded
                                                                      • Figure 34: Adult iGens’ attitude toward fitting in – Any agree, by gender, February 2016
                                                                    • As iGens become teenagers they are less likely to want to stand out
                                                                      • Figure 35: Tween/teen iGens’ attitude toward fitting in – Agree, by gender and age, February 2016
                                                                    • Affluent and Hispanic tween/teen iGens looking to stand out, more open-minded
                                                                      • Figure 36: Tween/teen iGens’ attitude toward fitting in – Agree, by household income, February 2016
                                                                      • Figure 37: Tween/teen iGens’ attitude toward fitting in – Agree, by race and Hispanic origin, February 2016
                                                                  • Tween/teen iGens and Celebrity Influence

                                                                      • Talent takes Swift and Bieber to the top
                                                                        • Taylor proves that good girls can finish first
                                                                          • Bieber goes from “squeaky clean teen heartthrob” to “bad boy” to “TBD”
                                                                            • Next generation of Kardashians ascend the ranks
                                                                              • Social media stars influential but fame may be fleeting
                                                                                • Figure 38: “Hugging People That Are Too Tall,” Vine, January 2016
                                                                                • Figure 39: “Morning Routine: Fall Edition!!,” September 2013
                                                                                • Figure 40: Tween/teen iGens and celebrities, February 2016
                                                                                • Figure 41: Number of Twitter and Instagram followers, March 2016
                                                                              • Swift and Bieber most popular with same-sex fans but still resonate with opposite sex
                                                                                • Figure 42: Tween/teen iGens and celebrities, by age and gender, February 2016
                                                                              • Hispanic iGens may be most impacted by celebrity endorsements
                                                                                • Figure 43: Tween/teen iGens and celebrities, by race and Hispanic origin, February 2016
                                                                            • iGens and Trends

                                                                                • Bingeing, selfies, and emojis make iGens mini-Millennials
                                                                                  • Anything – anytime – anywhere: A right not a privilege
                                                                                      • Figure 44: Adult iGens and trends – Indexed to all, February 2016
                                                                                    • An emoji is worth a thousand words to tween/teen iGens
                                                                                      • Social media is second nature
                                                                                        • Figure 45: Tween/teen iGens and trends, February 2016
                                                                                      • Though there has been progress, coding still more of a boys’ club
                                                                                        • Figure 46: iGens and trends – Learning to code, by gender and tween/teen versus adult, February 2016
                                                                                      • Hispanic tween/teen iGens on the cutting edge of trends
                                                                                        • Figure 47: Tween/teen iGens and trends – Select responses, by race and Hispanic origin, February 2016
                                                                                    • iGens and Influence

                                                                                        • Parents as influencers
                                                                                          • Figure 48: Tween/teen iGens and influence, February 2016
                                                                                        • Adult iGens consider themselves slightly less influenced, influential
                                                                                          • Figure 49: Adult iGens and influence – Netted, February 2016
                                                                                        • Affluent tween/teen iGens feel more influenced, influential
                                                                                          • Figure 50: Tween/teen iGens and influence – Agree, by household income, February 2016
                                                                                        • Hispanic iGens also tend to be more influenced, influential
                                                                                          • Figure 51: Tween/teen iGens and influence – Agree, by race and Hispanic origin, February 2016
                                                                                      • iGen Attitudes toward Technology and Interaction

                                                                                          • Tween/teen iGens are aware of the downsides of technology
                                                                                            • Figure 52: Tween/teen iGens’ attitudes toward technology and interaction, February 2016
                                                                                          • Facetime important to adult iGens – and not the Apple version
                                                                                              • Figure 53: Adult iGens’ attitudes toward technology and interaction – Netted, February 2016
                                                                                            • Adult female iGens more concerned with privacy online
                                                                                              • Figure 54: Adult iGens’ attitudes toward technology and interaction – Any agree, by gender, February 2016
                                                                                            • Tween/teen Hispanic iGens best reached electronically
                                                                                              • Figure 55: Tween/teen iGens’ attitudes toward technology and interaction – Agree, by race and Hispanic origin, February 2016
                                                                                          • iGen Social Media Preferences

                                                                                              • Make ‘em laugh, don’t you know every iGen wants to laugh?
                                                                                                  • Figure 56: “The Mowglis – I’m Good (Live) at The Brooklyn Patch,” online video, April 2015
                                                                                                  • Figure 57: Tween/teen iGens’ social media preferences, February 2015
                                                                                                • Offering “shareworthy” content may be the key to adult iGens
                                                                                                  • Figure 58: “Renwick Opening: Explore ‘WONDER’,” online video, November 2015
                                                                                                  • Figure 59: Adult iGens’ social media preferences, February 2015
                                                                                                • Female iGens may be easier to target
                                                                                                  • Girls seek animals, fashion, and cuteness; boys more interested in the bizarre
                                                                                                    • Figure 60: ”Feed Your Sour Tooth: NEW Extreme Sour Bites,” online video, April 2015
                                                                                                    • Figure 61: Tween/teen iGens’ social media preferences – Select responses, by gender and age, February 2015
                                                                                                    • Figure 62: Adult iGens’ social media preferences – Select responses, by gender, February 2015
                                                                                                • iGen Marketing Preferences

                                                                                                    • iGens drawn to music and humor in marketing
                                                                                                      • Figure 63: “Iskra Lawrence, Our New #AerieREAL Role Model,” online video, February 2016
                                                                                                      • Figure 64: Tween/teen iGens' marketing preferences, February 2016
                                                                                                      • Figure 65: Adult iGens’ marketing preferences – Indexed to all, February 2016
                                                                                                    • Teen iGens more interested in pop culture; adult iGens in realistic portrayals
                                                                                                      • Figure 66: iGens marketing preferences – Select responses, by age, February 2016
                                                                                                    • Tween/teen iGens in high-income households may be more exposed
                                                                                                      • Figure 67: Tween/teen iGens' marketing preferences – Select responses, by household income, February 2016
                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                    • Data sources
                                                                                                      • Demographic data
                                                                                                        • Consumer survey data
                                                                                                          • Consumer qualitative research
                                                                                                            • Abbreviations and terms
                                                                                                              • Abbreviations
                                                                                                              • Appendix – Demographics

                                                                                                                  • Figure 68: Population by generation, 2011-21
                                                                                                                  • Figure 69: Population by gender and generation, 2016
                                                                                                                  • Figure 70: Generations, by race and Hispanic origin, 2016
                                                                                                                  • Figure 71: Generations, by race and Hispanic origin, 2016
                                                                                                                  • Figure 72: Birth rates per 1,000 females Ages 15-19, by race and Hispanic origin, 1990-2014
                                                                                                                  • Figure 73: Household relationship and living arrangements of tween/teen iGens, by age, 2015
                                                                                                                  • Figure 74: Marital status, by age, 2015
                                                                                                                  • Figure 75: Median age at first marriage, by gender, 2005-15

                                                                                                              Companies Covered

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                                                                                                              Marketing to the iGeneration - US - April 2016

                                                                                                              £3,199.84 (Excl.Tax)