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BOOMERS VS. MILLENNIALS
- 2. Help our clients have the most
complete understanding of
consumers worldwide.
OUR MISSION
- 4. 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.
- 5. 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
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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
- 33. 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