Getting inside the Millennial mind

1. A SCARBOROUGH INFOGRAPHIC
millennials.
OMG: Getting Inside the Millennial Mind
Local market consumer insights company Scarborough has been providing insights into the elusive Millennial*
generation in the 18-29 year old age range in a series of new analyses. Scarborough’s complimentary study uncovers
Millennials’ unique media trends while a new Dialog article focuses on finance and spending. In the following attitudinal
analysis, Scarborough uncovers the attitudes that motivate the purchasing decisions and lifestyle behaviors of the 20
percent of American adults who are Millennials. By understanding Millennial attitudes—what motivates them and makes
them tick—marketers and advertisers can craft a more intuitive marketing mix to appeal to this young audience.
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FOLLOW US ON &
20%
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OF ALL MILLENNIALS:
Millennials make up 27% years old
of the U.S. adult population.
are 18-20
33% years old
are 21-24
Scarborough surveys Millennial adults age 18-29. 40% years old
are 25-29
TOP LOCAL MARKETS
for millennials
26% City, UT For purchase information about this, or any
Salt Lake
other consumer topics, please contact:
24%CA
Fresno, 27% CA Scarborough
Bakersfield, Haley Dercher • 646.654.8426
26% TX HDercher@scarborough.com1
27% of the Bakersfield adult population El Paso, info@scarborough.com2
are millennials, making it the top local
www.scarborough.com
market for the millennial generation.
25% TX dialog.scarborough.com
Harlingen,
1
members of the press, 2 all others
Source: Scarborough USA+ Study, Release 1, 2012 — Scarborough/GFK MRI Attitudinal Insights Data. © 2012 Scarborough Research. *“Millenials” are adults age 18-29.

2. 33% ofthat they’re
agree
Millennials 11%
John Millennial my dad is
getting me a tablet PC
for my next bday!
11 months ago
among the first of NEW!
11% of Millennials live in a
Try Me!
household that plans to buy a
their friends and tablet PC in the next 12 months.
colleagues to try new 10%
Jane Millennial ...and my
technology products. mom is gonna get me a
new smartphone!
10 months ago
10% of Millennials live in a
One out of three Millennials like this. household that plans to buy a
smartphone in the next 12 months.
John Millennial
1 hour ago near a computer
This is seriously one of my favorite
34% more likely to is
agree that going online
things to be doing right now.
one of their favorite
34% of Millennials agree with this.
things to do with their
free time.
65% of Millennialsprices that
they like to compare
agree
across different sites before
purchasing something online.
Compare prices
Scarborough
info@scarborough.com

3. ��� 36%
36%
of Millennials hold
Millennials are 41%
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a white collar job, while
29%
29% of Millennials hold
a blue collar job. more likely than all U.S.
adults to agree that they
strive to achieve a high
social status.
Millennials are 26%
more
likely than all U.S. adults to
41%
agree that they consider John Millennial changed their
themselves sophisticated. desired social status to high.
3 minutes ago while pondering life goals
69% ofagree �
�� 69%
Millennials
they consider
themselves to be
very sociable. 41% of Millennials are more likely to agree.
42,999,685 Millennials like this.
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47%
Another Millennial we’re also 47%
more likely to agree that we like to
live a lifestyle that impresses others.
32%
2 minutes ago
Millennials are
more likely to agree that
they’re influenced by
���
41%
Working Millennial i just want to
make it to the top of my profession!
1 minute ago
what’s hot and what’s not. 41% of Millennials are more likely to agree.
���
13%
Salaried Millennial I’m just working
primarily for the salary...
1 minute ago
Scarborough
13% of Millennials are more likely to agree.
info@scarborough.com

4. 59%
59% ofare
Millennials
“Savers” rather info@scarborough.com
Scarborough
than “Spenders.”
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27%
Jane Millennial thx!! <3 @visa
@amex @mastercard
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this morning via MillennialGram any Visa card. ialC
25% of Millennials use
any MasterCard.
12% of Millennials have
27% of Millennials would agree.
used a major department
store credit card in the
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73%
Frugal Millennial i’d rather have
something to look forward to.
1 minute ago
past 3 months.
8% of Millennials use any
73% of Millennials would agree.
American Express card.

5. 65% of Millennials use
energy-efficient lightbulbs.
62% of Millennials recycle
glass, plastic, or paper.
30% of Millennials
drive less or use
alternative
transportation.
47% of Millennials
agree that they are
willing to pay more for
an environmentally safe
47%
product.
��� Jane Millennial we’re more
51%thatMillennials
27%
environmentally conscious than most.
4 minutes ago while comparing generations
of 27% of Millennials are more likely to agree.
agree being able
to customize an item ���
?
John Millennial do u agree that a
company’s environmental record is
makes them more important in ur purchasing decisions?
3 minutes ago
willing to purchase it.
���
21%
Jane Millennial YEAH, completely!
2 minutes ago while self-comparing to all U.S. adults
21% of Millennials are more likely to agree.
42,999,685 Millennials like this.

6. 41% moreadults
than all U.S.
likely
YES
to agree that when MILLE
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a celebrity designs a NNIA
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product, they’re
more likely to buy it. MILLENNIAL’S
37% of
Millennials agree
OWN RECIPE!
that they expect
NNIAL’S
40%agree the brands they
MILLE
OWN
more buy to support
likely to ALL PROFITS FOR CHARITY
social causes.
that a celebrity
endorsement
influences them 46% of
Millennials agree that
to consider or buy
a product. they’re more likely to buy
a brand that they know
67% of buying
Millennials
supports a charity.
45% ofthey’d pay agree that
���
Millennials
agree that American products is 30% of Millennials live in a household
extra for a product important... 30% that contributed to a religious organization
in the past 12 months.
that is consistent with
the image they want
���
to convey. ...14% less likely than
all U.S. adults. 12% of Millennials live in a household that
12% contributed to a healthcare or medical
organization in the 12 months.
Scarborough
info@scarborough.com
��� 10%
10% of Millennials live in a household that
contributed to a social care or welfare
organization in the past 12 months.

7. 65%isofimportant to
agree it
Millennials Millennials are more likely
than any other
continue their family’s generation to have
cultural traditions. diverse ethnic and racial
65%
backgrounds.
���
23%
John Millennial i’m more connected to
my ethnic heritage than my parents!
8 minutes ago while perusing Wikipedia 43%ethnicity otheridentify as aas
of Millennials
23% of Millennials are more likely to agree.
race or than white,
compared with 38% of Generation X
���
and 26% of Baby Boomers.
43%
MILLENIALS
���
?
Jane Millennial do u feel really good
about seeing celebs in the media who
share ur ethnic background?
3 minutes ago
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38%
GEN X
26%
BOOMERS
For purchase information about this, or any
other consumer topics, please contact:
Scarborough
���
27%
John Millennial @jmill yes!
2 minutes ago
Haley Dercher • 646.654.8426
HDercher@scarborough.com1
info@scarborough.com2
27% of Millennials are more likely to agree. www.scarborough.com
dialog.scarborough.com
1
members of the press, 2 all others