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The 20somethings of the Millennial Generation are inspiring, innovative, educated and - most of all - connected. Buzz Marketing Group interviewed over 500 men and women across the United States to learn about the lives of this unique generation.
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Th e f ir s t wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e s e u p a nd c o m i ng Mille n n ia ls.
20Someth ings
REPORT 1.0
THE Buzz ON
9000 buzzSpotters®
male 45%
female 55% 57
7 Par tic ipa n ts
Who was INVOLVED?
/ buzzmg.com
577 members of our buzzSpotter® network participated in th is survey, the first in a new annual series on 20someth ings.
This network is used as a resource for ethnographies, focus groups, personal
interviews, immersion experiences, surveys, and polls.
Overall, this panel is composed of trend influencers, and represent all of the “tribes” we have identified, which
include: independents, preppies, techies and alternatives.
Launched 10.22
.11
Fielded online
Closed 12.23.11
The majority of participants are from these states.
STATS BY STATE AND PERCENTAGE >>>
location
NY; 23
CA; 22
IL; 21
PA; 8
GA; 5
NJ; 5
FL; 5
UT; 3
WI; 3 TN; 3 CT; 2
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The respondents ranged in age from 19 – 28 years.
AGE
20 - 21 YRS, 23%
22 - 24 YRS, 32%
25 - 28 YRS, 45%
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ethnicity
63% 15%
8% 9%
1% 4%
white black
Asian
Latino
American Indian other
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16% 46%
10% 6%
associates Bachelor’s degree
Level of EDUCATION
22% H.S. diploma
Masters
other
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Even th ough some recent trends suggest that Millennials are reth inking the need for h igher education, our results sh ow that just 22% h o ld a h igh sch oo l diploma.
EMPLOYMENT
17%
16%
7%
12% 45%
student
Full time unemployed
Self employed
Part time
3% other
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Only 12% are totally unemployed. Millennials are finding ways to make money.
Annual EARNINGS
17%
26% 22%
24%
1%
14%
$ 3 0 k - $ 4 5 k
L e s s t h a n $ 5 K
$ 5 K - $ 1 5 K
o t h e r
$ 1 5 k - $ 3 0 k
O v e r $ 4 5 k
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At least 50% of our 20someth ings are making over $30,000 a year.
58% do not want to start a business
33% want to start a business
9% may start a business
DO YOU WANT TO START YOUR OWN BUSINESS?
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Entrepreneursh ip is stead
ily climbing
amongst Millennials.
20% 31%
13%
30% With one person
With parent
alone
With 2 or more people
1% other
Where IS HOME? How much
Do you pay?
0-250 62% / 38%
250-500 500 - 750 750 - 1000
1000 - 1250 1250 – 1500+
70% / 30%
67% / 33%
64% / 36%
59% / 41%
53% / 47%
$ Renters / Owners
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ARE YOU IN A RELATIONSHIP?
15%
8%
31% 44%
single SERIOUS
relationship
dating
married
1% divorced
1% other
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It is not just that these Millennials are opting out of marriage, they are opting out of serious relationsh ips as well.
quality
60*
21
6 6 4 2 1
price style other brand ads Eco-friendly
What do you look for when
making a PURCHASE?
*The above are percentages for each response. buzzmg.com
Which DISCOUNT SITES DO YOU USE?
other
7*
gilt Living social jetsetter groupon
13 28 9 43
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*The above are percentages for each response.
What would you BUY WITH YOUR Mobile ph one?
groceries tickets clothing beauty
31
42
10
17
no
daily
occasionally
frequently
% 34
10
12
44
31
24
11
35
30
36
8
26
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20someth ings are most likely to purchase tickets to movies, concerts and events with a mobile ph one.
o t h e r
L i n k e d I n
m y s p a c e
t w i t t e r
F a c e b o o k
5TH
4 T H
3 R D
2 n d
1st
are online more than 6 hrs a
day.
40%
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LIST THE P ROF ILES YOU
MAINTAIN IN ORDER OF IMPORTANCE.
Television
of those who get their news from TV go here first. 17% use it as their second choice.
Where do you get YOUR NEWS FIRST?
internet 70%
newspapers 3%
radio 4%
Friends & family
6% 44%
of those who get their news online go here first.18% use it as their second choice.
of those who get their news from papers go here first. 30% use it as their third choice. of those who get
their news from radio go here first. 35% use it as their second choice.
of those who get their news from others go here first. 14% use it as their second choice.
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62% employment education
15% healthcare
10% 6% Legalize 5%
Legalize 2% foreign policy
WHEN IT COMES TO POLITICS, WHAT’S MOST IMPORTANT TO YOU?
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9% 45% 31% 15%
A B C D/F
Report Card How would you rate PRESIDENT OBAMA’S
performance?
marijuana gay marriage
Employment is still the most important issue
for Millennials. Issues typica
lly associated
with youth, like gay marriage and legalizing
marijuana, pale in comparison.
KEY FINDINGS
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HIGHER EDUCATION IS STILL IMPOR TANT. These o lder Millennials are still banking on a co llege degree, and they are assuming the debt necessary to get it.
THEY ARE NOT HOME ALONE. Only 13% of our respondents live alone. Th is communal style of living is a trend that we do not foresee changing in the near future.
THE POWER OF THE INTER NE T. Whether they are sh opping via Groupon or getting their news, Millennials spend an average of 6 h ours online each day.
UP NEXT…
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RELATIONSHIPS. Our next wave will focus on Millennial relationsh ips. We know that they’re getting married less and opting for long-term relationsh ips, or the single life. We will also explore these trends with a group of Millennials.
F INANCES. We know that for the most part, Millennials are employed, but h ow are they spending their money? What matters most?
POLITICS. With the Presidential Election looming, we will have our eye on candidates and talk to Millennials about their November predictions.
Buzz Marketing Group 1515 Market St.
Suite 1810 Philadelph ia, PA 19102
215.399.5679 www.buzzmg.com
CONTACT US
buzzmg.com
