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

  • Eating Trends: Generational Food Shopping

    ... 18-24) and Millennials/Gen Y (age 25-39). For context and comparison, in addition, parallel data are provided for Gen X (age 40-54), Baby Boomers (age 55-74), and older Seniors (age 75+). The psychographic and product usage ... Read More

  • The ROI of Transparency: A Consumer Market Research Study

    ... of Transparency: A Consumer Market Research Study provides critical insights into consumer behavior and transparency’s value to your company. This report will guide your transparency efforts with data-driven implementation methods. You’ll learn what transparent practices ... Read More

  • U.S. Pet Market Outlook, 2018-2019

    ... rising 5%. Burgeoning online sales and strong numbers in veterinary services and pet food contributed to the advancement of the market. Continuing the trend of channel migration, the pet food and pet supply retail channels ... Read More

  • Looking Ahead to Gen Z: Demographic Patterns and Spending Trends

    ... Gen Z demographic. They account for 16% of the U.S. population. The 21 million teens in the 13- to 17-year-old age group represent more than 6% of the population, while the 31 million 18- to ... Read More

  • Gen Z and Millennials as Pet Market Consumers: Dogs, Cats, Other Pets

    ... unique and highlights how pet product and service marketers can best appeal to these 57 million pet owners in the 18- to 39-year-old age group. Gen Z and Millennial pet owners as a group differ ... Read More

  • Millennials and Financial Services: Reclaiming the "Unbanked"

    ... and savings accounts. As of 2015, 55% of 18- to 34-year-olds were “unbanked” in this sense, up from 49% in 2008. In contrast, the share of Millennials who are institutionally unbanked is falling—that is, the ... Read More

  • Millennial Menus: Culinary Trend Tracking Series

    ... Millennials, the 69 million U.S. adults currently age 18-34, and it’s not just about food. Simmons data show that the Millennial age cohort is significantly more likely than those 35+ to like standing out in ... Read More

  • Millennials as Pet Market Consumers

    ... for 43% of the growth in the number of pet owners in the United States. The 43 million pet owners in the 18- to 34-year-old age group now account for around one in three pet ... Read More

  • Millennial Parents in the U.S.

    ... raising children. and highlights the implications for marketers. One 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 ... Read More

  • Collegiate Gen Y Eating: Culinary Trend Mapping Report

    ... 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

  • Millennials in the U.S.

    ... 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

  • Cosmeceuticals in the U.S, 6th Edition

    ... 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

  • Social Media and Technology Trends and the U.S. Foodservice Industry

    ... 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

  • Millennials in the U.S.: Trends and Opportunities Surrounding Gen-Y Adults

    ... 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

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