Millennials will be 85 million strong in 2015, making them the largest living generation in history. As this group transitions into parenthood, tech-savvy, non-hierarchical Millennials will forever change the way brands must present themselves at point-of-sale.
Big Red Rooster's POV explores how Millennials' shopping habits and needs evolve as they move into parenthood.
15. Extended Family Is Their Lifeline
95%
have relatives that
make up their
support system 55%
rely MOST on their
parents/grandparents
16. Millennials Are In Their Parents’ Backyard
72% live within 30 miles of their parents!
MILE MILE
44% 9 28% 29 28%
0-9 miles 10-29 miles 30+ miles
17. Family Comes First
S T TR F S
48%
involve kids in meal prep 2 or more days per week.
18. Kids Influence The Shopping Cart
Groceries
Apparel for Children
Technology/Electronics
Apparel for Significant Other
Health/Beauty for Other
Home Goods
Apparel for Self
Health/Beauty for Self
19. Kids Leverage Peer Status
85%
of Millennial Parents say
their children influence
their purchase decisions
21. The Digital Universe Is Their Community
Sharing parenthood experiences via...
Word of Mouth
Posts on SNS, Blogs, & Forums
Text
Email
Reading SNS, Blogs, & Forums
38. Perpetual Multitasking Bends Boundaries
60%
63% have purchased
something while
work while at work
at home
81%
devote time
to personal
issues at work
41. Opportunities for Impulse are at Their Fingertips
69%
of Millennial Parents have
shopping related apps on
their phones, but...
of those rarely or
46% never use them
42. Smartphones Meet Every Need
69%
have smartphones
Self-
Mobile Games,
Actualization
Mobile Web
Esteem Twitter, Skins,
Followers, Friends
Love/Belonging
Facebook, Text, Email
LinkedIn, Email Sync,
Safety
Navigation, News
Physiological Biometric Apps,
Proximity Apps