Professional Documents
Culture Documents
Consumer Trends
Millennials influenced most by blogs,
respond to native over traditional ads and
family inheritance/students loans have no
impact on their spending habits.
2015
OVERVIEW
OVERVIEW
METHODOLOGY
Elite Daily and Millennial Branding conducted a public opinion survey among
people of the Millennial Demographic. The study was conducted via a web
survey utilizing the service Survey Monkey, an independent survey technology
service company with 10 years of experience in survey methodology and web
technology. Interviews were conducted from October 14 to October 19, 2014
among a nationally representative sample of 1,302 Elite Daily readers and
contributor respondents age 16 and older. Of those respondents, 1,134 were
between the ages of 18-35. The margin of error for the total sample is +/2.71% at the 95% confidence level. The margin of error for 18-35 respondents
is +/-2.91% at the 95% confidence level.
This study is designed to capture, from a random sample of millennial
readers/subscribers of Elite Daily, baseline information about the Millennial
consumer spending and then a snapshot of their digital media consumption
and taste.
For this survey, Elite Daily distributed the survey to their newsletter
subscribers and 5 Facebook groups who were identified as Elite Daily readers
via Facebook polls. The purpose of the study was introduced to potential
respondents and the nature of participation explained. The completion rate
to the respondents was 60% per cent. Meaning that 60% answered ALL 42
questions and the remaining 40% answered some but not all.
METHODOLOGY
Eligible Respondent
The survey was administered to any person age 16 and older who is a
registered subscriber of the Elite Daily Newsletter and/or a member of Elite
Dailys contributing network. The survey utilized a self-administered question
to verify the respondents age eligibility.
Sampling Methodology
An Opinion Poll methodology was used for the survey via the Internet.
We utilized a sample of the Millennial population (Approx. 86,000,000
according to the U.S. Census).
MILLENNIAL
CONSUMER TRENDS
80
60
40
20
PERCENTAGE BREAKDOWN
1,211 ANSWERED 91 SKIPPED
0
UN
18
ER
35
30-
29
25-
4
8-2
35+
80
60
40
20
PERCENTAGE BREAKDOWN
1,302 ANSWERED 0 SKIPPED
IT
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MILLENNIAL
CONSUMER TRENDS
100
80
60
40
20
PERCENTAGE BREAKDOWN
1,302 ANSWERED 0 SKIPPED
A
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100
80
60
40
20
PERCENTAGE BREAKDOWN
1,302 ANSWERED 0 SKIPPED
0
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MILLENNIAL
CONSUMER TRENDS
100
Employment Status:
Are you currently?
80
60
40
20
PERCENTAGE BREAKDOWN
1,302 ANSWERED 0 SKIPPED
0
EE
LOY
FUL
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L-T
MP
MP
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MILLENNIAL
CONSUMER TRENDS
100
80
60
40
20
PERCENTAGE BREAKDOWN
1,181 ANSWERED 121 SKIPPED
A
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This, however, does not impede on the direction that they undertake for
their civic engagement. When asked if about their knowledge of current
events and civic issues, 9 in 10 Millennials said that they were somewhat
or very informed; we can attribute this level of cognizance
to the generations ability to be always connected.
When asked to name the most important civic issue, roughly a quarter
of Millennials said equal rights and equal pay (27%) was the most
important issue, followed by protection of the environment (19%)
and access to healthcare (14%).
100
80
60
40
20
PERCENTAGE BREAKDOWN
812 ANSWERED 490 SKIPPED
0
E
ER
TY
NA
PAY
ION
AR
NG
UA
ION
VER
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HC
AT
HU
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MILLENNIAL
CONSUMER TRENDS
The Greater Wealth Transfer : Capitalizing on Transgenerational Wealth Transfer by Accenture 2012 http://
www.accenture.com/SiteCollectionDocuments/PDF/Accenture-CM-AWAMS-Wealth-Transfer-Final-June2012Web-Version.pdf
MILLENNIAL
CONSUMER TRENDS
As the demand for home ownership declines and the demand for rent
increases, it comes as no surprise that an overwhelming 96% of Millennials
spend up to 50% of their income on rent. In order to keep rent cost down,
Millennials are willing to room with 2 or more people (77%).
100
80
60
40
20
PERCENTAGE BREAKDOWN
1,181 ANSWERED 121 SKIPPED
0
TS
0
00
00
500
00
500
00
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6
4
2
RANK BREAKDOWN
878 ANSWERED 424 SKIPPED
0
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MILLENNIAL
CONSUMER TRENDS
Millennials (58%) expect brands to publish content online before they make
purchases and rank authenticity (43%) as more important than the content
itself when consuming news (32%).
Millennials dont trust traditional media and advertising and are looking for
the opinions of their friends (37%), parents (36%) and online experts (17%)
before making purchases.
100
80
60
40
20
PERCENTAGE BREAKDOWN
965 ANSWERED 337 SKIPPED
H
UT
EN
T
ITY
CY
EXT
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TIC
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HE
MILLENNIAL
CONSUMER TRENDS
COMPLETELY
VERY
MODERATELY
SLIGHTLY
PERCENTAGE BREAKDOWN
1,195 ANSWERED 107 SKIPPED
NOT AT ALL
SM
AR
TPH
E
ON
AR
HO
USE
TA
T
BLE
A
EAR
BLE
DE
ICE
10
6
4
2
PERCENTAGE BREAKDOWN
878 ANSWERED 424 SKIPPED
0
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DIN
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AM
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MILLENNIAL
CONSUMER TRENDS
MOBILE PHONES
Phone ownership and access to digital media content on mobile apps are
important to Millennials; 97% of Millennials are more interested in buying
a smartphone than renting one. This supports the notion that Millennials
want ownership of their media, data and information that is stored on
their mobile devices.
Additionally, 64% have spent or would spend between $100 and $300
on a smartphone and 89% are either very or completely likely to purchase
a smartphone in the next five years. Brands and media companies should
be creating mobile app experiences to engage with the ever-rising mobile
Millennial consumer; 2 in 5 Millennials are either very or completely likely
to download a mobile app using their smartphones to access digital
media content.
100
80
your smartphone?
60
40
20
PERCENTAGE BREAKDOWN
1,181 ANSWERED 121 SKIPPED
0
0
0
500
500
$30
$20
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T
D $
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BE
BET
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HIN
100
CONSUMER BEHAVIOR
Brand loyalty is important to Millennials and is earned based on product
quality, a good customer experience and support for society; 60% said that
they are often or always loyal to brands that they currently purchase; 48%
said that the quality of the product is the most important attribute they check
for before they decide what to purchase, which is more than twice that of
price (21%). When asked about what influences them to share information
about a brand online, 39% said a quality product and 30% said a good
customer experience.
MILLENNIAL
CONSUMER TRENDS
62% YES
38% NO
loyal customer?
PERCENTAGE BREAKDOWN
1,302 ANSWERED 0 SKIPPED
Millennials want brands to engage with them on social media and to be part
of their product development team; 62% of Millennials say that if a brand
engages with them on social networks, they are more likely to become a loyal
customer; 43% say that Facebook is the social network that most influences
their spending habits, followed by Instagram (22%) and Pinterest (12%).
Brands should start, if they have not already, reaching out to Millennial
consumers to assist them with development of future product or service;
42% of Millennials said they are interested in helping companies develop
future products and services.
100
80
products or services?
60
40
20
PERCENTAGE BREAKDOWN
869 ANSWERED 433 SKIPPED
0
ED
ED
D
EST
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EST
STE
ERE
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