Survey: Millennial Consumers Worry More and Spend Less

Financial anxiety continues to impact younger consumers' purchase habits.

Dec 01, 2015, 08:00 ET from Radius Global Market Research

NEW YORK, Dec. 1, 2015 /PRNewswire/ -- Marketers are increasingly focusing efforts on Millennials to ensure future growth. But a new survey conducted by Radius Global Market Research (Radius GMR) shows that while Millennials represent a significant share of consumers, their continued general pessimism about their financial futures is driving conservative purchase habits.

"Other than in a relatively few high profile industries like tech, Millennials are not seeing significant job opportunities or wages increases," says Jamie Myers, Radius GMR's Global Director of Client Services. "This should concern marketers looking for Millennials to drive their businesses into the future."

Millennials feel like "Generation Broke"
The majority of Generations X (55%) and Y (56%) are worried about having enough money to pay the bills every month. That worry intensifies for those who are parents as they are spending significantly more across almost every category.

These financial matters are top of mind when young consumers are spending. Nearly half of Gen X and Gen Y rank being financially secure as one of the top two factors considered in their decision to purchase.

The worry about finances at home carries over to their feelings about the financial future of the U.S. with Millennial males being the most pessimistic. Nearly half of Gen X (40%) and Gen Y (49%) consumers are pessimistic about the country's financial future. And in both Gen X and Gen Y groups, males are significantly more pessimistic about the future (nearly 50% more) than females.

"Interestingly, the Radius GMR study showed that Millennials on a budget will still spend on themselves as a treat," adds Myers. "Brands that position a product or service as a well earned or frugal splurge may increase engagement with these generally cautious spenders."

Radius GMR's online survey of U.S. consumers was conducted in September 2015.

About Radius Global Market Research
Radius Global Market Research ( is one of the largest independent market research companies. For more than 50 years, the firm has partnered with global marketers to develop insights-based strategies that drive brand performance. Radius GMR is based in New York. Global operations include London-based Radius Europe, Radius MEA in Dubai, and Radius Asia in Beijing.


SOURCE Radius Global Market Research