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Millennial Parents | We Are Not Who You Think We Are
Why You’re Here




                      POV


           Findings   Personas   Examples
What we knew
They Are 2015’s Largest Generation


                                     85M
                                     Millennials (1981-1999)




                                     63M
                                     Gen X (1966-1980)




                                     79M
                                     Boomers (1946-1965)



                                     29M
                                     Silent (1926-1945)
They Are The First Global Generation
They Are Changing Society
They Are Unique
They’re Coming Into Their Own




            HELP
           WANTED




                                34%
                                Millennials are
                                already parents!
What we wanted to learn
What Makes Them Tick?




    Value         Purchase    Shopping
   System         Decisions   Behavior
How we did it
Big Red Rooster Talked To...
            800+ Millennial Parents
Value System | We Rely On A Network
Point of View : Millennial Parents | 2011
Extended Family Is Their Lifeline


 95%
 have relatives that
 make up their
 support system                     55%
                                    rely MOST on their
                                    parents/grandparents
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
Family Comes First




      S             T                 TR        F         S




           48%
           involve kids in meal prep 2 or more days per week.
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
Kids Leverage Peer Status


                            85%
                            of Millennial Parents say
                            their children influence
                            their purchase decisions
Millennial Parents Share EVERYTHING




                 93%
                 share shopping experiences
The Digital Universe Is Their Community


           Sharing parenthood experiences via...
           Word of Mouth

           Posts on SNS, Blogs, & Forums

           Text

           Email

           Reading SNS, Blogs, & Forums
Toyota
Millennial Parents POV | Big Red Rooster
Purchase Decisions| |Frugality Blah Blah
Milliennial Parents We’re Bringing Frugal Back
Point of View : Millennial Parents | 2011
Parenthood & Marriage Trump Career & Money
Price Rules The Decision To Buy
Every Aspect Of Shopping Is Planned



                              98%
           When?               pre-plan shopping trips

           Where?
           What?
           Why?
                               55%
                               plan to budgeted
            How much?          dollar amount
Stretching The Dollar Is Worth The Work


      $           $               $                  $
      $           $               $                  $
      $           $               $                  $
      $           $               $                  $

           87%        make every effort to stretch
                      their dollars further.
Being Green Doesn’t Mean Buying Green
Is Loyalty Dead?




          50%+     loyal to none or only one brand
“Like” Has Replaced “Love”




         64%        have “liked” a brand/retailer
The Go-To Store Is The One-Stop-Shop




                       THE

              BIG STORE
              THAT HAS EVERYTHING
Millennial Parents POV | Big Red Rooster
Millennial Parents POV | Big Red Rooster
Shopping Behavior| |Frugality All Things Converged
Milliennial Parents We See Blah Blah
Point of View : Millennial Parents | 2011
Perpetual Multitasking Bends Boundaries


                                  60%
 63%                              have purchased
                                  something while
  work while                      at work
  at home




                                  81%
                                  devote time
                                  to personal
                                  issues at work
Technology Is A Family Way Of Life
Technology Morphs The Purchase Process




       Ben
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
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
Millennial Parents POV | Big Red Rooster
Millennial Parents POV | Big Red Rooster
THEY have $230B+ to spend.
How much of that will
YOU own?
THEY rely on a network.
YOU need to play a role.
They’re bringing frugal back.
YOU need competitive
price and more.
THEY see all things converged.
YOU need a holistic
approach to engage them.
Thank You!

Big Red Rooster
www.bigredrooster.com/blog
121 Thurman Avenue
Columbus, Ohio 43206
614.255.0200

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Millennial Parents POV | Big Red Rooster