1. Identity Report 2013
04.26.13!
What Millennials Really Think About Identity!

2. Who was Involved?
Buzz Marketing Group’s Media Report
2013 is based on qualitative and
quantitative research conducted with 500
buzzSpotters® throughout the United
States during the month of March, 2013.
This report is available for download at
www.buzzmg.com/reports.!
Composed based on data
from 3.8.2013 – 3.22.2013!
500 Participants!
9,000 Panelists!
53% Female!
47% Male!
Survey fielded online!
Ages 18-34!
18-22 ! ! ! !17%!
23-26 ! ! ! !25%!
27-30 ! ! ! !31%!
31-34 ! ! ! !27%!
What Millennials Really Think About Identity!
Identity Report 2013!

3. Location
NY#
14%#
CA#
11%#
IL#
12%#
TX#
8%#PA#
7%#
DC#
6%#
FL#
7%#
GA#
6%#
MA#
7%#
MI#
5%#
Rest#of#
USA#
17%#
What Millennials Really Think About Identity!
Identity Report 2013!

4. Ethnicity
White#
25%#
Black#
25%#
Asian#
American#
15%#
Hispanic#
25%#
American#
Indian#
3%#
Mixed#
7%#
What Millennials Really Think About Identity!
Identity Report 2013!

5. Marital Status
Single#
36%#
DaPng#
6%#
In#a#
relaPonship#
26%#
Married#
30%#
Divorced#
2%#
What Millennials Really Think About Identity!
Identity Report 2013!

6. Education
High#
school#
diploma#
27%#
Associates#
Degree#
14%#
Bachelors#
Degree#
46%#
Masters#
Degree#
11%#
Doctorate#
2%#
What Millennials Really Think About Identity!
Identity Report 2013!

7. Employment
Unemployed#
5%#
Working#
partTPme#
15%#
Working#fullT
Pme#
52%#
SelfT
employed#
6%#
A#
student#
12%#
A#fullTPme#
home#maker#
11%#
Identity Report 2013!
What Millennials Really Think About Identity!

8. Household Income
Less#than#
$8,000#
$8,000#T#
$33,000#
$33,000T#
$82,000#
$82,000#T#
$170,000#
$170,000#T#
$370,000#
More#than#
$370,000#
I#don't#want#
to#specify#
2%#
23%#
46%#
22%#
1%# 0%#
5%#
Identity Report 2013!
What Millennials Really Think About Identity!

9. What are the
most important
things in life to
our Millennials? !
What Millennials Really Think About Identity!
Identity Report 2013!

10. #2!
Living a religious
or spiritual life!
#1!
Being a good family
member and friend!
What Millennials Really Think About Identity!
Identity Report 2013!

11. #4!
Having a
successful career!
#3!
Having a successful
marriage!
What Millennials Really Think About Identity!
Identity Report 2013!

12. #6!
Being politically and
socially active!
#5!
Saving money for
the future!
What Millennials Really Think About Identity!
Identity Report 2013!

13. #8!
Traveling!
#7!
Higher Education!
What Millennials Really Think About Identity!
Identity Report 2013!

14. #10!
Preserving the
environment!
#9!
Experiencing other
cultures!
What Millennials Really Think About Identity!
Identity Report 2013!

15. #12!
Celebrating their ethnic,
racial, or gender identity!
#11!
Maintaining their social
and business networks!
What Millennials Really Think About Identity!
Identity Report 2013!

16. How important
is philanthropy to
our Millennials?!
What Millennials Really Think About Identity!
Identity Report 2013!

17. Which types of charities do
our Millennials donate to?!
What Millennials Really Think About Identity!
Local# NaPonal# Global#
86%#
44%#
38%#
Identity Report 2013!

18. Which types of causes do our
Millennials prefer to support?!
What Millennials Really Think About Identity!
Children## Health#Related## Environmental# Women's#
Issues##
Racial/Ethnic#
Causes#
47%#
22%#
14%#
9%# 8%#
Identity Report 2013!

19. Are our Millennials more likely to support a
cause if part of the proceeds go to charity?!
What Millennials Really Think About Identity!
Yes#
74%#
No#
26%#
Identity Report 2013!

20. Who do our
Millennials most
identify with
socially?!
What Millennials Really Think About Identity!
Identity Report 2013!

21. #2!20% identify most with
those from different ethnic
backgrounds!
#1!31% identify most with
those who have similar
hobbies or interests!
What Millennials Really Think About Identity!
Identity Report 2013!

22. #4!16% identify most with those
from the same ethnic
backgrounds!
#3!17% identify most with
those who are in the same
age group!
What Millennials Really Think About Identity!
Identity Report 2013!

23. #6!6% identify most with
members of the same
gender!
#5!7% identify most with those
who share the same political
views!
What Millennials Really Think About Identity!
Identity Report 2013!

24. Key Findings
When our Millennials were asked about their social
relationships, we discovered that their social circles
can be quite unpredictable.While 31% are more likely
to hang out with someone with whom they share a
hobby, another 20% responded that they enjoy
spending time with other Millennials from different
ethnic backgrounds. Only 7% find friends among
those who share the same political beliefs and 6% of
our Millennials prefer to socialize with members of
the same sex.
Although this generation at times seems to be more
focused on their careers than anything else, our study
shows that family is the most important thing to our
Millennials. Somewhat surprisingly, faith or religion
and having a good marriage are also more important
to our Millennials than having a successful career,
which ranked fourth on the list. Our Millennials are
also conscious of the need to save money and plan
for the future, which was ranked number five.
Our Millennials are very aware of the need to give back, so they are
actively donating and supporting various causes. Although 38%
donate to global charities and 44% to national charities, 86% of our
Millennials stated that they donate to their local charities, which
shows that even in this day and age the communities in which
Millennials live and work are very important. .
What Millennials Really Think About Identity!
Identity Report 2013!

25. Buzz Marketing Group !
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Suite 1810!
Philadelphia, PA 19102!
215.399.5679!
www.buzzmg.com!
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