According to a SymphonyIRI report released in June 2012, the Millennial Generation is relatively new to the adult world and is working to balance daily expenses against a modest household income, all with a backdrop of depressed economic conditions. Logically, this has created a rather conservative next generation of CPG shoppers.
Insights from the Executive summary show that:
The Millennial Generation is also known as Generation Y or The Echo Boom. Though there are some differing opinions around the exact age range defining The Millennial Generation, for the purposes of this report, millennial shoppers are defined as those shoppers currently between the ages of 18 and 34.
According to the U.S. Bureau of the Census, more than 50 million Americans are between the ages of 18 and 34. This generation is commonly known as The Millennial Generation—the Americans passing into adulthood at the start of the new Millennium.
Indices of Millennial Head of Household Shoppers | |
Family Size | VS. General Population=100 |
One to Two | 60 |
Three to Four | 151 |
Five or More | 175 |
Source: SymphonyIRI Consumer Network, July 2012 |
Despite having larger-than-average households, Millennials are only slightly more likely versus the general population to have a $25-$99,000 household income, and they are less likely to have entered the six-figure income ranges.
Millennial Household Income | |
Income | VS. General Population=100 |
<$25K | 76 |
$25-$49K | 111 |
$50-$99K | 114 |
$100K> | 82 |
Source: SymphonyIRI Consumer Network, July 2012 |
Given household composition, Millennial income is really quite modest. In fact, 32% of millennial shoppers are having difficulty affording weekly groceries. This compares to 22% of the general population.
The Millennial Generation is unique from other generations in another way, in that they are the first generation to be always connected. According to University of Michigan Social Research, says the report, 80 - 90% of Millennials use social media, three out of four have created a profile on a social networking site, and 80% sleep with their cell phones next to them. When making brand selections, millennial shoppers are much more heavily influenced by new media versus the average shopper.
Influence of New Media on Brand Selection | |
New Media | Index vs. General Pop= 100 |
Smartphone apps | 362 |
Recommendation or information from blogs or social networking sites | 347 |
In-store touch screen digital signal | 316 |
Mobile advertising | 294 |
Recommendation or information from manufacturer website or email | 258 |
Recommendation or information from website or email | 229 |
Online advertising | 221 |
Source: SymphonyIRI MarketPulse Survey, Q2 2012 |
According to a study by BazzarVoice, 84% of millennials report that user generated content (UGC) on company websites has at least some influence on what they buy, compared to 70% of baby boomers. They are not simply looking for feedback from their immediate social/family circle, but looking for input from other shoppers in similar life-situations for assistance in making smart purchase decisions.
A number of promotional tactics appear to affect Millennial shoppers’ brand decisions more heavily than the average shopper, according to the report. Of note, of the 10 factors listed, Millennials only under-index the average in terms of previous usage and trust of the brands, with a share index of 92.
Factors Driving Millennial Shoppers CPG Brand Selection | ||
Factor | % Top 1-2 Importance | Index vs. Total Panel=100 |
Item price | 87% | 110 |
Previous use and trust | 70 | 92 |
Coupons from home | 68 | 129 |
Loyalty card discounts | 53 | 131 |
Request by HH member | 52 | 130 |
In store circular | 51 | 122 |
Newspaper circular | 48 | 136 |
Sign/display in store | 38 | 136 |
Product label/packaging | 26 | 129 |
In store kiosk | 16 | 188 |
Source: SymphonyIRI Consumer Network, July 2012 |
The report shows that price doesn’t only influence brand decisions, it also dictates where they shop. 86.3% said that having the lowest prices everyday was a 1st or 2nd attribute choice when deciding at which store to shop.
Millennials Store Selection Criteria | ||
Selection Criteria | % Millennials Top Picks | Share Index vs. Gen Pop=100 |
Has the lowest prices everyday | 86.3% | 104 |
Has best selection of products | 82.5% | 101 |
Has everything I need (i.e., groceries and non-grocery) | 55.7% | 09 |
Fun to shop at | 42.6% | 114 |
Has the latest technology to improve shopping experience | 37.7% | 105 |
Source: SymphonyIRI Retailer & Brand Loyalty Survey, Q2 2012 |
Like other U.S. consumer segments, Millennials have adopted a wide range of frugal behaviors during the past few years. But, because they are facing challenges establishing their own careers, households and families in the midst of prolonged economic discord, the fiscal prudence practiced by this segment is more intense versus that of the general population.
Millennium Fiscal Prudence | ||
Economy-Driven Actions | % of Millennial Consumers | Share Index vs. General Population=100 |
Eat out less often than before the economic downturn began | 52% | 115 |
Go to hair salons or spas less often | 48% | 131 |
Cook from scratch or with limited convenience foods to save money | 47% | 131 |
Self-treating where possible to save money on doctor visits | 38% | 118 |
Use at-home beauty treatments more to save money | 33% | 146 |
Source: SymphonyIRI MarketPulse Survey Q2 2012 |
In conclusions, the report suggest several considerations for marketers and manufacturers:
For additional information, and to sign on to access the complete report in PDF format, please visit Symphony here.