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THE GENERATIONAL DIVIDE
BOOMERS VS. MILLENNIALS
John Torres, VP, Product Innovation
Help our clients have the most
complete understanding of
consumers worldwide.
OUR MISSION
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3
HOW DO WE DEFINE THEM?
MILLENNIALS
Age: 19 – 36 years
Total in US: 72.5 MM
Most educated
Less likely to be married
BOOMERS
Age: 49 – 67 years
Total in US: 83.1 MM
Wealthiest Generation
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
4
Birth Rate
TotalBirths(MM)
BirthRate
Total Births (MM)
Boom & Bust 21st CenturyWar & Recovery Cold War Chivalry
BoomersGI Gen Gen X Gen ZMillennials
G1
Authority
Figures
G2
Counter-
Culturals
G3
Brady
Boomers
G5
iM
Dotcomers
G6
Social
Netizens
G4
Indie
Vanguard
G7
Born
Digitals
Great
Depression
Baby Boom
Begins
Feminism &
Birth Control
Echo Boom
(Boomers’ Babies)
Immigrants
Galore
Roaring
20’s
WW II
Ends
GENERATIONS DEFINED
Well Nielsen, of course~ But using different data for a different purpose.
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
5
Boomers are marketing ‘Tidal Wave’ with surging spend
Will control 70% of disposable income; will inherit trillions
Account for 49% of total Consumer Packaged Goods sales
A third of all online, social media & heavy internet usage
Reach via social media & mobile; 40% of wireless base
Need for personalization and customization
BIG TAKEAWAYS FOR BOOMERS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
6
2 DISTINCT SEGMENTS OF BOOMERS
YOUNG BOOMERS
Age: 49 – 57 years
Total in US: 44.2 MM
Median Income: $64K
Many Still Have Kids at
Home
More Tech Savvy than
Older Boomers
OLDER BOOMERS
Age: 58 – 67 years
Total in US: 38.9 MM
Median Income: $59K
Many Retired
Empty Nesters
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
7
Age: 19 – 27 years
Total in US: 31.3 MM
Median Income: $25K
Still in School
Living with Parents
Earliest Adopters
2 DISTINCT SEGMENTS OF MILLENNIALS
YOUNG
MILLENNIALS
OLDER
MILLENNIALS
Age: 28 – 36 years
Total in US: 41.2 MM
Median Income: $48K
Establishing Careers
Starting Families
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
8
BRAZIL
boomers
17%
millennials
30%
INDIA
boomers
14%
millennials
30% CHINA
boomers
21%
millennials
28%
16%
unemployed
(under 25)
control
70%
of disposable
income
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
10
almost
50%
of all FMCG
sales
80%
of leisure
travel spending
$5,689
more debt
than their parents at
the same age
(born 1980-84)
spend
82%
of their
income
what are
they doing?
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
12
50%
have 3 or
more TVs
76%
own a
smartphone
almost half
of zero-TV
homes are
under age 35
#1
Boomer show not
even in top 30 for
Millennials
watch
174hours per month
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
14
32%
tweet on the
toilet
2x
more likely
to read a
newspaper
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
15
36%
have never
updated
3X
more
“friends”
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
16
Make up
half of
bloggers
4x
more likely
to belong to a
civic club
HOW CAN YOU REACH THEM?
where art
meets science
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
19
THE BOOMER BRAIN
THE BOOMER BRAIN
likes repetition
is easily distracted
doesn’t process
the negative
is more open
to information
High emotional
resilience
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
20
nostalgic
relatable
positive
friendly
lighthearted
approachable
storytelling

too cool
mean-spirited
at-me
animated
sarcastic
fast-paced
immature
weird
intrusive

Copyright©2012TheNielsenCompany.Confidentialandproprietary.
22
THE MILLENNIAL BRAIN
THE MILLENIAL BRAIN
likes dynamic stimuli
and bright color
has a good
short-term memory
bleeding over
communication
is good at
multi-sensory
processing
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
23
relatable
intenseoffbeat
sarcastic
extreme
slapstick

passive
unrelatable
too old
too detailed
soft/safe music
static stimuli
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
25
HARDWIRED UNTETHERED
BY APPOINTMENT ALWAYS ON
LISTENERS SHARERS
PHYSICAL VIRTUAL
MILLENNIAL MYTHS
COMMON MYTH #1
MILLENNIALS ARE ALL NARCISSISTS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
2828
Millennials value about self-expression, but also care about
family and social Issues.
WE CARE
75%
Made a financial
donation to a
non-profit last
year
63%
Feel its their
responsibility to
care for their
parents in old
age
57%
Did volunteer
work last year
50%
Will spend more on
products from
socially responsible
companies
COMMON MYTH #2
MILLENNIAL AMERICAN DREAM = WHITE
PICKET FENCE IN THE SUBURBS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3030
WE ASPIRE TO STAY IN THE CITIES
The “American Dream” no longer means a comfortable home in the suburbs –
Millennials aspire to stay in the cities rather than moving to the suburbs or
rural areas.
62%
Prefer to live in
mixed-use
communities in
urban areas
40%
Aspire to live in
urban areas in
the future
Austin, Salt Lake
City, San Diego
and Los Angeles
have the highest
concentration of
Millennials
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3131
WE ASPIRE TO STAY IN THE CITIES
MILLENNIAL
CONCENTRATION
Higher out West than
back East
HIGHEST BOOMER
CONCENTRATION
Portland-Bar
Harbor
ME, Burlington, VT
, Albany,NY
16%
Of Austin is
Millennial.
Highest in U.S.
COMMON MYTH #3
MILLENNIALS ARE ALL BROKE
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3333
SOME OF US ARE AFFLUENT
Millennials have been hit hard by the Recession as a whole, but they also make
up a larger percentage of those with $2MM+ in assets (more than Gen X).
2.5MM
Millennial HHs
bring in $100K+
Income
15%
Of those with
$2MM in assets are
Millennials
8%
Own
Businesses
Rich
Millennials
live in DC, San
Francisco, Bos
ton and New
York
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
34
YOUNG
MILLENNIALS
OLDER
MILLENNIALS
$15.0K
Median Wealth
Income
Producing Assets
$35.5K
75 Percentile
Wealth Income
Producing Asset
$7.9K
Median Wealth
Income
Producing Assets
$71.9K
Median Wealth
Income
Producing Asset
NIELSEN REPORTS US MEDIAN WEALTH NOW $23.6K
COMMON MYTH #4
MILLENNIALS ARE FRIVOLOUS SPENDERS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3636
WE LOVE DEALS & AUTHENTICITY
Millennials are bigger deal and discount shoppers than any other generation.
57%
More likely than
average to visit
Etsy.com
Top 20 Apps
are Retail or
Deal Focused
31%
Of Millennial
shopping dollars are
spent on deals
COMMON MYTH #5
PRINT IS DEAD FOR MILLENNIALS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3838
WE READ AND SHARE
Millennials aren’t reading the Sunday paper, but they are the biggest
magazine readers.
2X
More likely to
read
Cosmo, Rolling
Stone &Wired
1.5X
More likely to
read Spanish
Language
Magazines
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
39
Find us in the cities (or still living with Mom and Dad)
Respect our authenticity, creativity and diversity
Support our causes
Give us a deal
Reach us via social media and mobile
Relate to us
BIG TAKEAWAYS FOR MILLENNIALS
THANK YOU
Questions?
John Torres
John.torres@nielsen.com

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