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Generation Y: market research reports

The 51 million adult members of the Millennial Generation (also known as Gen-Y) have been hit harder than any other age group by the recession. Millennials have the highest unemployment rate of all age groups, while those with jobs are most likely to have been asked at some point during the recession to work fewer hours, switch to part-time employment or agree to have their pay cut.

Yet, paradoxically, survey data show that Millennials are less likely than any other age segment to have cut spending during the recession, and they are more optimistic than other American consumers about the future of the American economy. Millennials in the 18- to 24-year-old age group have significant discretionary income, while many 25- to 29-year-olds are beginning high-income careers and are entering the heavy-spending life stage of forming households and creating families. With an aggregate income of nearly $1 trillion, adult Millennials can be expected to play a key role in the recovery of the American economy and consequently offer significant opportunities to marketers of consumer goods and services.

Nearly 40% of Gen-Y adults are members of multicultural population groups. Hispanics comprise 18% of the Gen-Y population, while Blacks account for 15% and Asians approximately 4%. The 25- to 29-year-old segment is somewhat more diverse than the 18- to 24-year-old segment.

Between 2010 and 2015 the non-Hispanic white segment of the 20- to 29-year-old population is expected to decline by 350,000 while the multicultural component of this age group will increase by nearly 2 million. As a result, all of the growth in the 20- to 29-year-old population will be generated by Hispanic, black and other multicultural population groups.

There are approximately 4.3 Millennials in the 25- to 29-year-old age segment with college degrees who are working on a full-time, year-round basis. Men in this demographic have annual average earnings of $56,593, while women in this category on average earn $45,524 annually.

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Generation Y market research reports and industry analysis

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Meet the HENRYS: Positioning for the Mindset of the High-Earners-Not-Rich-Yet Mass Affluent Customers
7/1/2014 | published by: Unity Marketing Inc.
... mass-affluent customer Meet the HENRYs. These affluent consumers - their name means High Earners Not Rich Yet - are doing well, with an income between $100K and $250K. But they're a far cry from wealthy; ...  |  read more...
USD 695
Marketing to Millennials - US - February 2014
2/1/2014 | published by: Mintel International Group Ltd.
... who are at a similar lifestage and have lived through similar experiences. They want to be treated for who they are, rather than be lumped together and labeled.” – Fiona O’Donnell, Senior Lifestyles & Leisure ...  |  read more...
USD 3,995
SAP SAPPHIRE 2013: Capturing the Chinese Millennials
1/8/2014 | published by: IDC
... SAPPHIRE 2014 event held in Beijing, China from 20 to 21 November, 2013. SAP direction, set from the office of the CEO, is to make China a second home. There are a number of arenas ...  |  read more...
USD 1,500
The Tablet survey highlights South Africa’s demand for tablet cellular connectivity, and the impact of 18–24-year-old users
12/18/2013 | published by: Analysys Mason
... for South Africa and 16 other markets, providing critical direction for providers looking to target emerging market users. This Comment discusses the particular characteristics of the tablet market in South Africa, and recommends strategies for ...  |  read more...
USD 499
Mobile Apps - US - September 2013
9/1/2013 | published by: Mintel International Group Ltd.
... to pay for apps, and while ad revenue is still a major part of generating income for developers they must ensure their ads are not intrusive. Personalizing ad content and offerings to the app user ...  |  read more...
USD 3,995
Marketing Financial Services to Millennials - US - August 2013
8/1/2013 | published by: Mintel International Group Ltd.
... to traditional financial marketing strategies, so marketers need to work hard to develop campaigns that are fun and engaging. They are also the most fickle customers, so keeping them engaged in order to retain them ...  |  read more...
USD 3,995
Tomorrow’s Big Spenders: The Global Student Market
2/1/2013 | published by: Euromonitor International
... budget, their combined purchasing power is impressive and brands are keen to capture the loyalty of these future big spenders as they become consumers in their own right. This report examines global student behaviour and ...  |  read more...
USD 2,600
Millennials Leisure Trends - US - February 2013
2/1/2013 | published by: Mintel International Group Ltd.
... by making them more comfortable in offline social situations as well as giving them opportunities to use the internet more creatively. They should also consider the extent to which student promotions are a key to ...  |  read more...
USD 3,995
Millenials: The New Face of Retail
1/31/2013 | published by: Consumer Electronics Association
... ages and gains more purchasing power and influence, it is important for the tech industry to understand the importance of this generation to the industry, how they learn about and ultimately adopt technology, what product ...  |  read more...
USD 999
Marketing to Millennials - US - August 2012
8/1/2012 | published by: Mintel International Group Ltd.
... preferences and overall market potential. Millennials are in large part the driving force behind incorporating more mobile and internet technology into every facet of American life, and push for a variety of social issues to ...  |  read more...
USD 3,995
Collegiate Gen Y Eating: Culinary Trend Mapping Report
7/18/2012 | published by: Packaged Facts
... an eye on nutrition and the health of the planet. These attributes haven’t changed and over time we’ve been able to see more clearly how they are playing out and strategically assess their future impact ...  |  read more...
USD 2,970
The Millennials: Americans Born 1977 to 1994, 5th ed.
6/1/2012 | published by: New Strategist Publications, Inc.
... 35 in 2012, and it includes a special supplement on the iGeneration children under age 16. The Millennial generation numbers 76 million and accounts for over 25 percent of the total population almost equal to ...  |  read more...
USD 69
State of Cable and Digital Media 2012 Multicultural Edition
5/1/2012 | published by: Horowitz Associates, Inc.
Our well-known multicultural study: Crucial insights for programmers, marketers and advertisers on the TV, broadband and mobile video consumption of Black, Hispanic, Asian, and international/global consumers, as well as young millennials.  |  read more...
USD 12,000
Marketing Financial Services to Millennials - US - May 2012
5/1/2012 | published by: Mintel International Group Ltd.
... an eager audience. However, they are also an ambivalent one as they watch the fallout from the housing bubble and an increasing rate of joblessness, particularly for their generation. Because of this there are concerns ...  |  read more...
USD 3,995
Millennials in the U.S.
4/23/2012 | published by: Packaged Facts
... back to their parents’ home and married and unmarried couples with and without kids.  Gen-Y consumers encompass college grads with high-paying full-time jobs and credit cards and bank accounts as well as those struggling with ...  |  read more...
USD 3,080
Cosmeceuticals in the U.S, 6th Edition
4/20/2012 | published by: Packaged Facts
... cosmeceutical sales suffered during the recession, but the going could have been tougher were it not for cosmeceuticals’ “little luxury” appeal and bang-for-the-buck ability to deliver curative and preventative benefits on top of cosmetic ones. ...  |  read more...
USD 3,000
State of Cable and Digital Media Multicultural 2012
4/1/2012 | published by: Horowitz Associates, Inc.
... provides crucial insights for programmers, marketers and advertisers on the TV, broadband and mobile video consumption of Black, Hispanic, Asian, and international/global consumers, as well as young millennials. This is THE definitive study about consumers ...  |  read more...
USD 12,000
U.S. Generation "Y": Beliefs and Attitudes Towards Environment and Personal Mobility Needs and Vehicle Preferences
1/30/2012 | published by: Frost & Sullivan
... consumers, based on income, gender, education, etc. Gen Y drivers consider comfort, status, and money to be important elements, closely followed by the environment and public transportation. Electric vehicles register with specialty and luxury, male, ...  |  read more...
USD 10,000
Media Usage and Online Behavior - US
10/1/2011 | published by: Mintel International Group Ltd.
... TV shows, movies, and short videos. They also use them to garner news content and to listen to music. Further, they actively integrate digital media into their lives, sharing media content via social network sites ...  |  read more...
USD 3,995
Generation Y And Wine
6/10/2011 | published by: Emerald Group Publishing Limited
This ebook presents a selection of papers that focus on the relationship between generation Y and wine in the context of marketing practice  |  read more...
USD 199
State of Cable and Digital Media Multicultural 2011
5/1/2011 | published by: Horowitz Associates, Inc.
... and culturally relevant content. Our well-known multicultural study: Crucial insights for programmers, marketers and advertisers on the TV, broadband and mobile video consumption of Black, Hispanic, Asian, and international/global consumers, as well as young millennials.  |  read more...
USD 12,000
Will Business Video Be the Lifestyle Choice for Enterprises in Asia?
3/14/2011 | published by: IDC
... the Gen Y workforce, which grew up using video as a mode of communication, would want to adopt that into their workplaces as well. It is therefore not inconceivable that video would become the de ...  |  read more...
USD 1,500
Social Media and Technology Trends and the U.S. Foodservice Industry
3/1/2011 | published by: Packaged Facts
... Facts’ Social Media and Technology in the U.S. Foodservice Industry: Trends and Opportunities for an Emerging Market . Tethered by the Internet, restaurant operators are increasingly interacting with restaurant consumers in real-time—at work, at home ...  |  read more...
USD 3,995
South Africa Segment Report Youth 20 - 24 Years Old
11/1/2010 | published by: Analytix Business Intelligence
... All Media and Products Survey conducted by the South African Advertising Research Foundation. Some of the key questions the report will help you to answer are: Who are 20-24 year olds? e.g. age, gender, affluence, ...  |  read more...
USD 1,450
Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults
10/1/2010 | published by: Packaged Facts
... while those with jobs are most likely to have been asked at some point during the recession to work fewer hours, switch to part-time employment or agree to have their pay cut. Yet, paradoxically, survey ...  |  read more...
USD 3,080
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