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Generation Y Market Research Reports & Industry Analysis

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 Industry Research & Market Reports

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Millennial Parents in the U.S.
11/11/2015 | published by: Packaged Facts
... consideration is that the demographic and social profile of Millennial parents differs radically from that of their peers without children. For example, Millennial moms are less urban, less secular, less affluent, and less educated than ...  |  read more...
USD 3,500
Today's Millennials in 2025 : Identifying opportunities to effectively target this generational group in the future
11/13/2015 | published by: Canadean Ltd
... account for the largest generation in the American workforce in 2015 and a major proportion of the population of emerging economies like India and China. The Millennial generation will yield significant global influence over the ...  |  read more...
USD 3,450
Millennials: Impact of their Behaviour on Global Consumer Markets
10/13/2015 | published by: Euromonitor International
... in more youthful markets, such as Vietnam and South Africa, to 31% in extreme cases such as the UAE, where there is a large group of workforce age expats present. Strategy Briefings offer unique insight ...  |  read more...
USD 1,325
Beauty Accessories - US - September 2015
9/1/2015 | published by: Mintel International Group Ltd.
... strong areas of growth and innovation in the smaller make-up and shower accessories segments. Indeed, a number of smaller players have seen sales climb thanks to focused branding strategies, innovative product development, and aggressive, multi-channel ...  |  read more...
USD 3,995
Grocery Shopping Habits: Examining the Attitudes of Young Adults
8/31/2015 | published by: Canadean Ltd
... both now and over the next 30 to 40 years. Young adults can be difficult to target as this age group includes vast differences in age, lifestyle, financial power, and life goals. However, there are ...  |  read more...
USD 7,995
Young Women’s Health: Global Attitudes Towards Health, Fitness and Wellbeing Among the Under 30s and Market Impact
9/1/2015 | published by: Euromonitor International
... delay motherhood and pursue careers, investing in preventative health has become a priority. Drawing on results from Euromonitor International’s Global Consumer Trends Survey, this new global report examines young women’s attitudes towards health and fitness, ...  |  read more...
USD 1,325
The Millennial Impact: Food Shopping Decisions - US - September 2015
9/1/2015 | published by: Mintel International Group Ltd.
... have a foodie mentality at home and away, and shop for food across a variety of retail channels. Additionally, Millennials distrust large food manufacturers, citing a need for greater transparency about how foods are produced, ...  |  read more...
USD 3,995
Marketing Cars to Millennials and Gen X - US - June 2015
6/1/2015 | published by: Mintel International Group Ltd.
... out there – and plenty of them either own cars or are interested in owning cars. Millennials are urban, cash-strapped, and tech-savvy; and they’re also at the start of their careers and beginning to start ...  |  read more...
USD 3,995
Leisure Habits of Millennials - UK - August 2015
8/1/2015 | published by: Mintel International Group Ltd.
... are also constantly on the lookout for new experiences, which can be as simple as trying a new type of food or going to a pub quiz. This need means that this group are also ...  |  read more...
USD 2,834.04
Free-from Food Trends - US - May 2015
5/1/2015 | published by: Mintel International Group Ltd.
... closely tied to health – whether their own, their family’s, or the planet’s." This report looks at the following issues: GMOs receive regulatory approval but consumer scorn Cost impacts interest in free-from foods Consumers expect ...  |  read more...
USD 3,995
Millennials and Finance - US - April 2015
4/1/2015 | published by: Mintel International Group Ltd.
... Institutions that can best help them with these most fundamental are likely to be those Millennials will look to stay with as time goes on.” – Robyn Kaiserman, Financial Services Analyst This report discusses the ...  |  read more...
USD 3,995
Emerging Payments, Millennials and the Omni-Channel Payments Environment
2/15/2015 | published by: The Strawhecker Group
... of the report is a briefing on current payments trends and emerging payments trends including a look at the share of retail spending by mCommerce and eCommerce payment methods. This section of the report also ...  |  read more...
USD 1,450
Black Millennials - US - February 2015
2/1/2015 | published by: Mintel International Group Ltd.
... but they have a strong connection to Black culture. Their outgoing, outspoken, and strong social media presence – coupled with their sensitivity to stereotypes, discrimination, and things that have a negative impact on the Black ...  |  read more...
USD 3,995
Success Case Study: Rothmans Gold & Silver - Leveraging latent equity through mainstream pricing
2/28/2015 | published by: Canadean Ltd
... research series is supported by an objective summary and tangible evidence of success or failure, and then contextualized by our own research and analysis.Brands can significantly benefit from developing an in-depth understanding of the reasons ...  |  read more...
USD 400
Mega Trends in Malaysia
3/27/2015 | published by: Frost & Sullivan
... all netizens, or Internet users, will be active social network users, presenting a huge potential for digital marketing and eCommerce. By 2020, 􂀀% of retail sales will be online, up from about 􂀀% in 2013. ...  |  read more...
USD 11,500
Social Media Marketing Strategies for Targeting Millennials
3/10/2015 | published by: Socintel360
... to this target audience, since, they are highly social and prefer hyper-targeted and personalized brand experiences.This report answers the following key questions: Why Social Media Marketing is critical for brands targeting millennial customers? What Social ...  |  read more...
USD 1,900
Millennials and Mobility: SAP Launches New Business Suite — SAP S/4HANA
2/12/2015 | published by: IDC
... enterprise software for business applications, which is expected to deliver on four main points emphasized by SAP CEO Bill McDermott: mobility, real-time enterprise, business network, and run simple. Please Note: Extended description available upon request.  |  read more...
USD 500
Hispanic Millennials - US - February 2015
2/1/2015 | published by: Mintel International Group Ltd.
... improve the odds of getting noticed, it is important for marketers to learn as much as they can about Hispanic Millennials to be able to gain relevance by connecting with them in culture.” – Juan ...  |  read more...
USD 3,995
Marketing to Millennials - US - February 2015
2/1/2015 | published by: Mintel International Group Ltd.
... see themselves (and their generation overall), how they are rethinking traditional adulthood milestones, and how to market to Millennials without alienating older generations.” – Lauren Bonetto, Lifestyle & Leisure Analyst This report looks at the ...  |  read more...
USD 3,995
Outlook On The Millennial Consumer 2014
5/23/2014 | published by: Hartman Group
... to life stage more so than generational differences. Millennials are at a stage in their lives where they are proactively crafting their futures and making distinct choices about how they want to live their lives. ...  |  read more...
USD 15,000
FOCUS Millennials 2014
9/1/2014 | published by: Horowitz Associates, Inc.
... United States population. Millennials are shaping the future of the television industry. The data in this report underscore the differences between Millennials and older generations in terms of their evolving interactions with technology and television.  |  read more...
USD 6,500
Black Consumers Attitudes toward Advertising - US - July 2014
7/1/2014 | published by: Mintel International Group Ltd.
... Blacks are receptive to advertising and want to see more targeted to them, they are paying attention to which companies demonstrate a sincere commitment and understand the cultural nuances. For now, marketers may not feel ...  |  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
The U.S. Youth Market: How 15- to 24-Year-Old Consumers are Transforming the Marketplace, 2nd Edition
8/1/2005 | published by: Packaged Facts
... Teens and the Simmons Adult National Consumer Surveys, the report allows marketers to key on the similarities and differences between kids approaching their late teens (15- to 17-year-olds) and young consumers entering adulthood (18- to ...  |  read more...
USD 2,625
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