Reportlinker Adds Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults

Oct 12, 2010, 07:31 ET from Reportlinker

NEW YORK, Oct. 12 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults

http://www.reportlinker.com/p0311457/Millennials-in-the-US-Trends-and-Opportunities-Surrounding-Gen-Y-Adults.html

The 51 million adult members of the Millennial Generation (also known as Gen-Y) have been hit harder than any other age group by the recession. Millennials have the highest unemployment rate of all age groups, while those with jobs are most likely to have been asked at some point during the recession to work fewer hours, switch to part-time employment or agree to have their pay cut.

Yet, paradoxically, survey data show that Millennials are less likely than any other age segment to have cut spending during the recession, and they are more optimistic than other American consumers about the future of the American economy. Millennials in the 18- to 24-year-old age group have significant discretionary income, while many 25- to 29-year-olds are beginning high-income careers and are entering the heavy-spending life stage of forming households and creating families. With an aggregate income of nearly $1 trillion, adult Millennials can be expected to play a key role in the recovery of the American economy and consequently offer significant opportunities to marketers of a wide range of consumer goods and services.

The report begins with an assessment of trends shaping the adult Millennial market and identifies opportunities available to marketers interested in connecting with Gen-Y consumers. It continues with a forecast of the growth of the buying power of Gen-Y consumers through 2015 and a detailed demographic profile of the Gen-Y population. The next chapters analyze how Gen-Y consumers manage and spend money. Individual chapters provide an in-depth view of the role of technology in the lives of Millennials, an assessment of ongoing changes in the media consumption habits of Gen-Y consumers and an overview of the leisure-time and entertainment patterns of Millennials. The report concludes with an analysis of the attitudes and behavior of Millennial consumers in the areas of fashion, food and automotive.

Chapter 1 Executive Summary

Background

Introduction

Overview of the Report

Scope and Methodology

Scope of the Market

Methodology

Trends and Opportunities

Adult Millennials Form Unique Consumer Cohort

Millennials Ever Hopeful during the Great Recession

Multicultural Millennials Gain in Importance

Wide Gap between Younger and Older Millennials

Marketers Search for Ways to Connect with Millennials

Digital Marketing Emphasized but Experiential Marketing Remains Important

Creative Content Seen as Key Factor

Gen-Y Consumers Expected to Help Lead the Way to Recovery

Market Overview

Adult Millennial Population Tops 50 Million but Will Experience Slow Growth

Aggregate Income of Adult Millennials Approaches $1 Trillion

Older Millennials Have More Buying Power

Aggregate Income of Adult Millennials Expected to Reach $1.2 Trillion in 2015

Personal Profile of Millennials

Diversity a Hallmark of Millennials

Multicultural Segment Will Grow More Influential

More than Half of Older Gen-Y Women Have Married

Millions of Gen-Y Adults Have Families with Children

Recession Drives Many Millennials to Childhood Home

More Gen-Y Women on College Campuses

Recession Hits Millennials Hardest on Job Front

Older Millennials with College Degrees Have Substantial Salaries

Religion Less Important to Millennials

Millennials Reject Conformity but Seek Approval

How Millennials Manage Money

Millennials Question Their Financial Savvy

Gen-Y Consumers Less Likely to Have Checking Accounts

Online Banking Popular among Older Millennials

Debit Cards Important Part of Gen-Y Lifestyle

New Car Loans Common among 25- to 29-Year-Olds

Older Millennials Pay Bills Online

One in Three Older Millennials Has Life Insurance

Older Millennials More Likely to Have Automotive and Homeowners Insurance

Older Millennials Most Likely to Use Tax Preparation Software

How Millennials Spend Money

Millennials Keep Spending during Recession

Older Millennials Want Approval of Others When They Make Purchases

Purchasing Patterns of Older Gen-Y Consumers Mirror Those of Gen-Xers

Millennials Like Contests and Competitions

Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to Shop in Stores

Eco-Friendly Consumers Scarcer among Millennials

Older Gen-Y Consumers More Likely to Buy Online

Many Older Gen-Y Consumers Are Heavy Online Spenders

Catalog Shopping Less Common

Millennials and Technology

Millennials Define Themselves with Technology

Gen-Y Consumers Are Early Adopters

Gen-Y Adults Are Heaviest Computer Users

Gen-Y Most Likely to Use Cellphones and Laptops to Access Internet

Wireless Connectivity a Hallmark of Gen-Y Consumers

Millennials Thrive on Social Media

Extra Features Common on Gen-Y Cellphones

Millennials Less Interested in Basic Calling on Cellphones, More Likely to Text

Millennials and the Media

Millennials Migrate from Traditional TV to Online Viewing

Internet Important News Source for Millennials

Multicultural Media Important in Gen-Y Market

Magazines More Interesting than Newspapers for Millennials

TV Less Likely to Capture Attention of Younger Millennials

Evening Animation and Reality Shows Attract Gen-Y Viewers

Younger Millennials Less Involved with Radio

Multicultural Millennials More Favorable to Advertising

Multicultural Gen-Yers More Receptive to Cellphone Ads

Leisure and Entertainment Choices

Gen-Y Consumers Less Likely than Gen-Xers to Own Consumer Electronics Products

Households of Gen-Y Consumers Have More TV Sets

Older Millennials Favor DVRs

Reading Books Remains a Popular Pastime among Millennials

Adult Interest in Video Games Peaks between 18 and 24

DVD Special Features Important to Younger Gen-Y Consumers

MP3 Players Common

More Millennials Download Music

Hip Hop Unites Diverse Millennial Segments, but Differences in Music Preferences Persist

Gen-Y Moviegoers Key Demographic for Film Industry

Consumer Highlights

Younger Gen-Yers Fixated on Fashion

Shopping for Clothes Important Activity for Younger Millennials

Multicultural Gen-Y Adults Especially Fashion Conscious

Use of Personal-Care Products Differs among Millennials

Millennials Like to Try Out New Drinks and Food Products

Dieting More Common When People Hit 25

Frozen Dinners Work for Millennials

Younger Millennials Buy Cars on Looks

Gen-Y Consumers Want Cars that Stand Out

New Cars Scarce among Millennials

Foreign Cars Have More Prestige for Multicultural Millennials

Younger Drivers More Likely to Choose Compact Cars

Most Millennials Spent less than $20,000 for Their Car

One in Three Gen-Y Adults Plan to Buy New Car

Chapter 2 Trends and Opportunities

Market Trends

Adult Millennials Form Unique Consumer Cohort

Many Millennials Extend Adolescence and Delay Adulthood

Millennials Ever Hopeful during the Great Recession

Figure 2-1: Percent Categorized as Anxious Consumers, 18- to 29-Year-Old vs. Other Consumers

Figure 2-2: Percent Categorized as Confident Consumers, 18- to 29-Year-Old vs. Other Consumers

Multicultural Millennials Gain in Importance

Wide Gap between Younger and Older Millennials

Marketers Search for Ways to Connect with Millennials

Digital Marketing Emphasized

Table 2-1: Involvement in Digital Media and Advertising by 18- to 29-Year-Olds

Marketers Convert Youth Marketing Techniques to Digital Platforms

Creative Content Seen as Key Factor

Experiential Marketing Remains Important

Approval of Peer Groups Can Seal the Deal for Millennial Shoppers

Marketers Can Profit from Acknowledging Millennial Ties with Parents

Cause Marketing Works with Gen-Y

Millennials Drive Increased Participation in Loyalty Programs

Market Opportunities

Gen-Y Consumers Expected to Help Lead the Way to Recovery

Gen-Y Shoppers Offer Significant Opportunities to Retailers

Table 2-2: Selected Opportunities Related to Shopping Habits of 18- to 29-Year-Olds

Gen-Y Affinity for Technology Generates Substantial Opportunities

Table 2-3: Selected Opportunities Related to Consumer Electronics Preferences of 18- to 29-Year-Olds

Marketers Can Still Use Traditional Media to Reach Gen-Y Consumers

Table 2-4: Selected Opportunities Related to Magazine and Cable Channel Preferences of 18- to 29-Year-Olds

Millennials Key Segment in Recovery of Auto Industry

Table 2-5: Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by 18- to 29-Year-Olds

Food Industry Can Tap Into Tastes of Millennials

Table 2-6: Selected Opportunities in Gen-Y Market Related to Food

Online and Mobile Services Create Opportunities for Financial Services

Table 2-7: Selected Opportunities in Gen-Y Market Related to Financial Services

Chapter 3 Market Overview

Size of the Adult Gen-Y Population

Adult Millennial Population Tops 50 Million

Table 3-1: Size of Adult Gen-Y Population by Single Year of Age, 2008

Adult Gen-Y Population Will Experience Slow Growth

Table 3-2: Projected Growth in the Adult Gen-Y Population by Selected Age Group, 2008 vs. 2015

Table 3-3: Selected Age Groups as Percent of Total Population, 2008, 2010 and 2015

Buying Power of Adult Gen-Y Consumers

Aggregate Income of Adult Millennials Approaches $1 Trillion

Table 3-4: Aggregate Income of 18- to 29-Year-Olds by Age Group

Table 3-5: Aggregate Income by Age Group, 2008

Older Millennials Have More Buying Power

Figure 3-1: Aggregate Income, 18- to 24-Year-Olds vs. 25- to 29-Year-Olds

Aggregate Income of Adult Millennials Expected to Reach $1.2 Trillion in 2015

Table 3-6: Projected Growth in Aggregate Income of 18- to 29-Year-Olds, 2010-2015

Table 3-7: Projected Growth in Aggregate Income of 18- to 24-Year-Olds, 2010-2015

Table 3-8: Projected Growth in Aggregate Income of 25- to 29-Year-Olds, 2010-2015

Table 3-9: Growth in Aggregate Income of 18- to 29-Year-Olds by Age Group, 2010-2015

Chapter 4 Personal Profile of Millennials

Demographic Highlights

Males Predominate in Gen-Y Adult Population

Table 4-1: Percent of Males and Females by Selected Age Groups, 2008

Diversity a Hallmark of Millennials

Table 4-2: Population of 18- to 29-Year-Olds by Age Group and Race and Hispanic Origin, 2008

Table 4-3: Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2008

Multicultural Segment Will Grow More Influential

Table 4-4: Population of 20- to 29-Year-Olds by Age Group and Race and Hispanic Origin, 2010 vs. 2015

Many Millennial Adults Are Foreign-Born

Table 4-5: Foreign-Born Gen-Y Adults, 2008

Table 4-6: Number of Gen-Y Adults with Foreign-Born Parents, 2008

Table 4-7: Population by Age and Generation, 2008

More than Half of Older Gen-Y Women Have Married

Table 4-8: Marital Status of 18- to 29-Year Olds by Gender, 2008

Millions of Gen-Y Adults Have Families with Children

Table 4-9: Family Householders in the 20- to 29-Year-Old Age Group with Children by Age of Children, 2009

Recession Drives Many Millennials to Childhood Home

Table 4-10: Percent of 18- to 34-Year-Olds Living in Parents' Home by Gender and Age Group, 2000-2009

Table 4-11: Number of 25- to 34-Year-Olds Living in Parents' Home by Gender, 2000-2009

Education, Employment and Income

More Gen-Y Women on College Campuses

Table 4-12: Enrollment Status of 18- to 29-Year-Olds, 2008

Table 4-13: Enrollment Status of 18- to 29-Year-Old Males, 2008

Table 4-14: Enrollment Status of 18- to 29-Year-Old Females, 2008

College Degrees More Common among Gen-Y Women

Table 4-15: Educational Attainment of 18- to 29-Year-Olds by Age Group and Gender

Wage Gap Closes for Gen-Y Women

Table 4-16: Median Usual Weekly Earnings of Full-Time Female Workers as Percent of Men's Earnings by Age Group, 2009

Recession Hits Millennials Hardest on Job Front

Table 4-17: Unemployment Rate for the Population Age 18 and Over by Age Group, 2009

Older Millennials Begin to Reach Higher Income Levels

Table 4-18: Distribution of Income of All 18- to 29-Year-Olds by Age Group and Gender

Older Millennials with College Degrees Have Substantial Salaries

Table 4-19: Mean Earnings of 18- to 29-Year-Old College Graduates Working on Full-Time, Year-Round Basis by Age Group and Gender

Core Values

Millennials Share Many Values with Older Americans

Religion Less Important to Millennials

Table 4-20: Religious and Social Values, 18- to 29-Year-Olds vs. Other Age Groups

Millennials Reject Conformity but Seek Approval

Table 4-21: Attitudes toward Conformity, 18- to 29-Year-Olds vs. Other Age Groups

Table 4-22: Approval Seeking Scale, 18- to 29-Year-Olds vs. Other Age Groups

Younger Millennials Interested in Career and Money

Table 4-23: Attitudes toward Work and Money, 18- to 29-Year-Olds vs. Other Age Groups

Chapter 5 How Millennials Manage Money

Millennials Question Their Financial Savvy

Table 5-1: Attitudes toward Spending and Money Management, 18- to 29-Year-Olds vs. Other Age Groups

Gen-Y Consumers Less Likely to Have Checking Accounts

Table 5-2: Banking and Investments, 18- to 29-Year-Olds vs. Other Age Groups

Online Banking Popular among Older Millennials

Figure 5-1: Percent Using Online Banking Services, 18- to 29-Year-Olds vs. Other Age Groups

Mutual Funds Rarely Found among Millennials

Figure 5-2: Percent Owning Mutual Funds or Brokerage Accounts, 18- to 29-Year-Olds vs Other Age Groups.

Debit Cards Important Part of Gen-Y Lifestyle

Table 5-3: Ownership and Use of Debit and Credit Cards, 18- to 29-Year-Olds vs. Other Age Groups

New Car Loans Common among 25- to 29-Year-Olds

Table 5-4: Type of Loans, 18- to 29-Year-Olds vs. Other Age Groups

Older Millennials Pay Bills Online

Table 5-5: Paying Bills, 18- to 29-Year-Olds vs. Other Age Groups

One in Three Older Millennials Has Life Insurance

Table 5-6: Ownership of Insurance, 18- to 29-Year-Olds vs. Other Age Groups

Older Millennials More Likely to Have Automotive and Homeowners Insurance

Table 5-7: Ownership of Property and Vehicle Insurance, 18- to 29-Year-Olds vs. Other Age Groups

Older Millennials Most Likely to Use Tax Preparation Software

Table 5-8: Preparing Tax Returns in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Chapter 6 How Millennials Spend Money

Overview

Millennials Keep Spending during Recession

Brand Loyalty Less Intense

Table 6-1: Brand Loyalty, 18- to 29-Year-Olds vs. Other Age Groups by Gender

Table 6-2: Brand Loyalty Scale, 18- to 29-Year-Olds vs. Other Age Groups

Sales Less Likely to Attract Gen-Y Shoppers

Table 6-3: Attitudes toward Sales and Bargains, 18- to 29-Year-Olds vs. Other Age Groups by Gender

Older Millennials Want Approval of Others When They Make Purchases

Figure 6-1: Percent Preferring to "Buy What Their Neighbors Approve Of," 18- to 29-Year-Olds vs. Other Age Groups

Shopping in Stores

Millennials Like to Shop with Their Friends

Table 6-4: Shopping as a Social Experience, 18- to 29-Year-Olds vs. Other Age Groups by Gender

Gen-Y Consumers Visit Malls and Convenience Stores More Often but Other Retail Venues Less Frequently

Table 6-5: Number of Times Shopped in Last Four Weeks by Category, 18- to 29-Year-Olds vs. Other Age Groups

More Multicultural Gen-Y Shoppers Visit Malls

Table 6-6: Type of Retail Outlet Shopped in Last Four Weeks, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Purchasing Patterns of Older Gen-Y Consumers Mirror Those of Gen-Xers

Table 6-7: Purchases Made in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Wal-Mart Attracts Millennials Too

Table 6-8: Department/Discount Stores Shopped by 18- to 29-Year-Olds in Last Three Months

Cents-Off Coupons Catch Gen-Y's Attention

Table 6-9: Use of Cents-Off Coupons, 18- to 29-Year-Olds vs. Other Age Groups

Millennials Like Contests and Competitions

Table 6-10 Response to Incentive Offers from Product Manufacturers by Type of Offer, 18- to 29-Year-Olds vs. Other Consumers

Multicultural Millennials Less Alert to Incentive Offers

Table 6-11: Receptivity to Incentive Offers, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

In-Store Promotions Less Likely to Reach Gen-Y Shoppers

Table 6-12: Receptivity to In-Store Promotions, 18- to 29-Year-Olds vs. Other Consumers

Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to Shop in Stores

Figure 6-2: Percent Interested in Using Cellphones to Shop in Stores, 18- to 29-Year-Olds vs. Other Consumers

Figure 6-3: Percent Interested in Using Cellphones to Shop in Stores, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Eco-Friendly Consumers Scarcer among Millennials

Table 6-13: Attitudes toward Green Consumerism, 18- to 29-Year-Olds vs. Other Consumers

Online and Catalog Shopping

Older Gen-Y Consumers More Likely to Buy Online

Figure 6-4: Percent Making an Internet Purchase in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Table 6-14: Online Shopping Activities in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Online Shopping Less Popular among Multicultural Millennials

Figure 6-5: Percent Placing Internet Order in Last 12 Months, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Many Older Gen-Y Consumers Are Heavy Online Spenders

Table 6-15: Amount Spent and Method of Payment Online in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Table 6-16: Item/Service Ordered Online in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Catalog Shopping Less Common

Figure 6-6: Percent Buying Merchandise from a Catalog in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Chapter 7 Millennials and Technology

The Role of Technology

Millennials Define Themselves with Technology

Millennials Like New Gadgets

Table 7-1: Attitudes toward Consumer Electronics, 18- to 29-Year-Olds vs. Other Age Groups

Gen-Y Consumers Are Early Adopters

Table 7-2: Consumer Electronics Early Adopter Scale, 18- to 29-Year-Olds vs. Other Age Groups

Most Millennials Own a Computer

Figure 7-1: Percent Owning a Computer, 18- to 29-Year-Olds vs. Other Age Groups

Gen-Y Adults Are Heaviest Computer Users

Table 7-3: Number of Hours per Week Using PC at Home, 18- to 29-Year-Olds vs. Other Age Groups

Millennials and the Internet

Millennials Deeply Involved with Internet

Table 7-4: Impact of the Internet on Lifestyle, 18- to 29-Year-Olds vs. Other Age Groups

Table 7-5: Internet Activity Psychographic Scales, 18- to 29-Year-Olds vs. Other Age Groups

Table 7-6: Frequency of Internet Use at Home, 18- to 29-Year-Olds vs. Other Age Groups

Gen-Y Most Likely to Use Cellphones and Laptops to Access Internet

Table 7-7: Device of Internet Access at Home, 18- to 29-Year-Olds vs. Other Age Groups

Wireless Connectivity a Hallmark of Gen-Y Consumers

Top Online Activities Listed

Table 7-8: Online Activities of 18- to 29-Year-Olds in Last 30 Days

Millennials Thrive on Social Media

Table 7-9: Websites Visited by 18- to 29-Year-Olds in Last Seven Days

Figure 7-2: Percent Visiting Facebook in Last Seven Days, 18- to 29-Year-Olds vs. Other Age Groups

Millennials and Their Cellphones

Nearly All Millennials Have a Cellphone

Table 7-10: Ownership of Cellphones, 18- to 29-Year-Olds vs. Other Age Groups

Extra Features Common on Gen-Y Cellphones

Table 7-11: Attitudes toward Cellphone Services and Features, 18- to 29-Year-Olds vs. Other Age Groups

Table 7-12: Additional Cellphone Services, 18- to 29-Year-Olds vs. Other Age Groups

Cellphones Tie Millennials to Their Social World

Table 7-13: Cellphones as Social Tool, 18- to 29-Year-Olds vs. Other Age Groups

Millennials Less Interested in Basic Calling on Cellphones, More Likely to Text

Table 7-14: Using a Cellphone, 18- to 29-Year-Olds vs. Other Age Groups

Figure 7-3: Percent Using Cellphone to Text in Past 30 Days, 18- to 29-Year-Olds vs. Other Age Groups

Cellphones Are an Information Tool for Millennials

Table 7-15: Cellphones as an Information Tool, 18- to 29-Year-Olds vs. Other Age Groups

Chapter 8 Millennials and the Media

Overview

Internet Affects TV and Radio Habits of Millennials

Table 8-1: Impact of the Internet on Media Habits, 18- to 29-Year-Olds vs. Other Age Groups

Millennials Migrate from Traditional TV to Online Viewing

Figure 8-1: Percent Watching Television Programs/Movies Online, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-2: Online Media Consumption, 18- to 29-Year-Olds vs. Other Age Groups

TV Still Main News Source for Millennials

Multicultural Media More Important in Gen-Y Market

Table 8-3: Usage of Spanish-Language Media, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-4: Usage of Spanish- and English-Language Media by 18- to 29-Year-Old English-Speaking Hispanics

Print Media

Newspapers Hold Little Interest for Millennials

Table 8-5: Attitudes toward Newspapers, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-6: Newspaper Involvement, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-7: News Seeking Scale, 18- to 29-Year-Olds vs. Other Age Groups

Millennials More Involved with Magazines

Table 8-8: Magazine Involvement, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-9: Media Involvement, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Most Popular Magazines Listed

Table 8-10: Leading Magazine Choices of 18- to 29-Year-Old Men and Women

Television and Radio

TV Less Likely to Capture Attention of Younger Millennials

Table 8-11: TV Involvement, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-12: Attitudes toward Television, 18- to 29-Year-Olds vs. Other Age Groups

Premium Cable Channels More Common in Millennial Households

Table 8-13: Access to Cable TV, 18- to 29-Year-Olds vs. Other Age Groups

Evening Animation and Reality Shows Attract Gen-Y Viewers

Table 8-14: Primetime TV Showtypes Viewed, 18- to 29-Year-Olds vs. Other Age Groups

Fox Leads among Millennial Viewers

Table 8-15: Primetime Networks Viewed in Last Seven Days, 18- to 29-Year-Olds vs. Other Age Groups

MTV Maintains Hold on 18- to 29-Year-Olds

Table 8-16: Most Popular Cable Television Channels, 18- to 29-Year-Olds vs. Other Age Groups

Younger Millennials Less Involved with Radio

Table 8-17: Attitudes toward Radio, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-18: Radio Involvement, 18- to 29-Year-Olds vs. Other Age Groups

Top Radio Formats Listed

Table 8-19: Most Popular Radio Formats, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-20: Most Popular Radio Formats, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Receptivity to Advertising

Multicultural Millennials More Favorable to Advertising

Table 8-21: Attitudes toward Advertising, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-22: Attitudes toward Advertising, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Gen-Y Viewers less Likely than Gen-Xers to Fast Forward to Skip Commercials

Table 8-23: Percent Who Fast Forward VCR/DVR to Skip Commercials, 18- to 29-Year-Olds vs. Other Age Groups

Millennials Pay More Attention to Online Advertising

Table 8-24: Receptivity to Online Advertising by Type of Ad, 18- to 29-Year-Olds vs. Other Age Groups

Multicultural Gen-Yers More Receptive to Cellphone Ads

Table 8-25: Receptivity to Cellphone Advertising, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-26: Receptivity to Cellphone Advertising, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Product Placement Works with Multicultural Gen-Yers

Table 8-27: Attitudes toward Product Placement, 18- to 29-Year-Olds vs. Other Age Groups

Table 8-28: Attitudes toward Product Placement, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Chapter 9 Leisure and Entertainment Choices

Home Entertainment

Gen-Y Consumers Less Likely than Gen-Xers to Own Consumer Electronics Products

Table 9-1: Ownership of Consumer Electronics, 18- to 29-Year-Olds vs. Other Age Groups

Households of Gen-Y Consumers Have More TV Sets

Table 9-2: Ownership of Television Sets, 18- to 29-Year-Olds vs. Other Age Groups

Older Millennials Favor DVRs

Table 9-3: Ownership of VCRs and DVRs, 18- to 29-Year-Olds vs. Other Age Groups

Reading Books Remains a Popular Pastime among Millennials

Table 9-4: Purchase of Books (not Ebooks) in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Adult Interest in Video Games Peaks between 18 and 24

Table 9-5: Attitudes toward Video Games, 18- to 29-Year-Olds vs. Other Age Groups

Figure 9-1: Percent Owning or Playing Videogames, 18- to 29-Year-Olds vs. Other Age Groups

DVD Special Features Important to Younger Gen-Y Consumers

Figure 9-2: Percent of Consumers Who Check Special Features Before Buying DVDs, 18- to 29-Year-Olds vs. Other Age Groups

Table 9-6: Movie Genre Purchased on DVD, 18- to 29-Year-Olds vs. Other Age Groups

MP3 Players Common

Figure 9-3: Percent Owning MP3 Players, 18- to 29-Year-Olds vs. Other Age Groups

Table 9-7: Ownership of Audio Equipment, 18- to 29-Year-Olds vs. Other Consumers

More Millennials Download Music

Figure 9-4: Percent Buying 10 or More Music Downloads in Last 12 Months, 18- to 29-Year- Olds vs. Other Age Groups

Table 9-8: Purchase of CDs, 18- to 29-Year-Olds vs. Other Age Groups

Hip Hop Unites Diverse Millennial Segments, but Differences in Music Preferences Persist

Table 9-9: Favorite Music Types, Non-Hispanic White vs. Multicultural 18-to 29-Year-Olds

Going Out

Live Entertainment Events Important to Millennials

Table 9-10: Live Entertainment Events Attended in Last 12 Months, 18- to 29-Year-Olds vs. Other Consumers

Gen-Y Moviegoers Key Demographic for Film Industry

Table 9-11: Movie Attendance, 18- to 29-Year-Olds vs. Other Age Groups

Fast Food Part of Millennial Lifestyle

Figure 9-5: Percent Visiting Fast Food Restaurants in Last 30 Days, 18- to 29-Year-Olds vs. Other Age Groups

Table 9-12: Attitudes toward Fast Food, 18- to 29-Year-Olds vs. Other Age Groups

Table 9-13: Fast Food Restaurants Visited the Most by 18- to 29-Year-Olds

Applebee's Top Choice among Family Restaurants

Figure 9-6: Percent Visiting Family Restaurants in Last 30 Days, 18- to 29-Year-Olds vs. Other Age Groups

Table 9-14: Family Restaurants Visited the Most by 18- to 29-Year-Olds

Chapter 10 Consumer Highlights

Fashion

Younger Gen-Yers Fixated on Fashion

Table 10-1: Attitudes toward Fashion, 18- to 21-Year-Olds vs. Other Age Groups by Gender

Shopping for Clothes Important Activity for Younger Millennials

Table 10-2: Attitudes toward Shopping for Clothes, 18- to 29-Year-Olds vs. Other Age Groups by Gender

Multicultural Gen-Y Adults Especially Fashion Conscious

Table 10-3: Attitudes toward Fashion and Clothes Shopping, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Apparel Purchasing Patterns of Male and Female Gen-Y Consumers Analyzed

Table 10-4: Men's Apparel and Accessories Purchased by Men in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Table 10-5: Women's Apparel and Accessories Purchased by Women in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Use of Personal-Care Products Differs among Millennials

Table 10-6: Use of Personal-Care Products by Men, 18- to 29-Year-Olds vs. Other Age Groups

Table 10-7: Use of Personal-Care Products by Women, 18- to 29-Year-Olds vs. Other Age Groups

Food

Millennials Like to Try Out New Drinks and Food Products

Table 10-8: Trying Out New Foods, 18- to 29-Year-Olds vs. Other Age Groups

Dieting More Common When People Hit 25

Table 10-9: Counting Calories, 18- to 29-Year-Olds vs. Other Age Groups

Interest in Healthy Eating Increases with Age

Table 10-10: Healthy Eating Habits, 18- to 29-Year-Olds vs. Other Age Groups

Frozen Dinners Work for Millennials

Table 10-11: Eating Prepared Foods, 18- to 29-Year-Olds vs. Other Age Groups

Automotive

Gen-Yers Less Attached to Driving

Table 10-12: Attitudes toward Driving

Younger Millennials Buy Cars on Looks

Table 10-13: Factors Influencing Automotive Purchase Decisions, 18- to 29-Year-Olds vs. Other Age Groups

Gen-Y Consumers Want Cars that Stand Out

Figure 10-1: Percent Saying Their Car Should Catch People's Attention, 18- to 29-Year-Olds vs. Other Age Groups

Figure 10-2: Percent Wanting a Car to Express Their Personality, 18- to 29-Year-Olds vs Other Age Groups

New Cars Scarce among Millennials

Table 10-14: New vs. Used Vehicles, 18- to 29-Year-Olds vs. Other Age Groups

Foreign Cars Have More Prestige for Multicultural Millennials

Table 10-15: Foreign vs. Domestic Vehicles, 18- to 29-Year-Olds vs. Other Age Groups

Table 10-16: Foreign vs. Domestic Vehicles, Non-Hispanic White vs. Multicultural 18- to 29-Year-Olds

Younger Drivers More Likely to Choose Compact Cars

Table 10-17: Vehicle Model Type Owned, 18- to 29-Year-Olds vs. Other Age Groups

Chevy Top Domestic Choice, Toyota Leading Foreign Make

Table 10-18: Make of Vehicle Owned, 18- to 29-Year-Olds vs. Other Age Groups

Most Millennials Spent less than $20,000 for Their Car

Table 10-19: Characteristics of Most Recent Car Acquired, 18- to 29-Year-Olds vs. Other Age Groups

One in Three Gen-Y Adults Plan to Buy New Car

Table 10-20: Next Vehicle Purchase, 18- to 29-Year-Olds vs. Other Age Groups

Appendix: Addresses of Selected Millennial Market Resources

To order this report:

Consumer Trends Industry: Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults

Consumer Trends Business News

More  Market Research Report

Check our  Company Profile, SWOT and Revenue Analysis!

Nicolas Bombourg

Reportlinker

Email: nbo@reportlinker.com

US: (805)652-2626

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