8. The youngest Millennials
were 7 years old on
September 11, 2001
They will never get on an airplane without first taking their
shoes off, putting their 3.4 ounce toiletries in plastic bags,
or going through millimeter wave scanners
8
9. The First Vote for President Among Many
Millennials was for an African-American
Percent Saying It is Bad For Society
For People of Different Races to
Marry Each Other
Silent Generation 26%
Boomers 14%
Gen X 10%
Millennials
5% Source: Pew Research Center, 2010
9
10. By 2050, “Minorities”
Will Be a Thing of the Past…
2000 2050
Percent Caucasian 69% 50%
of U.S. African American 13% 15%
Population Hispanic 13% 24%
Asian 4% 8%
Source: Center For Public Education 10
11. You might want to invest in tattoo
removal centers…
Percent of Millennials
Who Have a Tattoo
Source: Pew Research Center, 2010
11
12. I don’t have to tell you that Millennials
are amazingly well-connected…
12
13. But just to give you some stats…
Percent of Millennials who…
75%
…have created
Gen X: 50%
a social
Boomers: 30%
networking profile
88%
…use a cell
Gen X: 77%
phone to text
(median texts per day: 20) Boomers: 51%
41%
…have a cell
phone and Gen X: 24%
no land line Boomers: 13%
Source: Pew Research Center, 2010
13
14. 83%
of Millennials sleep
with their phone
next to their beds
Gen X: 68%; Boomers: 50%
Source: Pew Research Center, 2010 14
15. To more than half of Millennials,
technology enables human connections
54%
of Millennials feel that new
technology makes people closer
to their friends and family
38% feel it
makes people
Boomers: more isolated
• 48% closer to
friends and family
• 42% more isolated
Source: Pew Research Center, 2010
15
20. Today’s Millennials are not in a hurry to drive
Percent with Drivers’ Licenses
Then Now
19 year olds 87% 75%
18 year olds 80% 65%
17 year olds 69% 50%
16 year olds 46% 31%
Source: University of Michigan Transportation Research Institute
21. Car brand equity research
Familiarity
Do I know
who you are?
Quality
What do I think
about you??
Consideration
How do I want to
interact with you?
Source: 2012 Harris
Poll EquiTrend® Study.
21
22. 23 out of 29 brands studied (particularly domestics)
have lower familiarity among Millennials
Familiarity with Auto Brands (Millennials vs. Boomers)
10
5
0
-5
-10
-15
-20
-25
Source: 2012 Harris
-30 Poll EquiTrend® Study.
22
23. Among selected makes studied, Mercedes-Benz, Toyota,
Lexus lead equity scores among Millennials
Brand Equity Scores
70
60
50
40
30
20
10
Source: 2012 Harris
0
Poll EquiTrend® Study.
23
24. Among selected makes studied, negative equity gaps
are larger than positive gaps
Millennials vs. Boomers
5
0
-5
-10
-15
-20 Source: 2012 Harris
Poll EquiTrend® Study.
24
25. Multiple technology brands have higher equity scores
among Millennials than all car brands studied
Brand Equity Scores
80
70
60
50
40
30
20
10
0 Source: 2012 Harris
Poll EquiTrend® Study.
25
26. Multiple retailers also have higher equity scores than
all car brands studied
Brand Equity Scores
80
70
60
50
40
26
30
20
10
0 Source: 2012 Harris
Poll EquiTrend® Study.
26
33. Millennials are More Promiscuous
in Their Car Shopping Behaviors
Millennials view
26%
more unique make/models on
AutoTrader.com compared to
older shoppers (5.3 vs. 4.2)
Source: ATC SAS site data for survey respondent activity day of survey from 12/15/2011 through 6/15/2012 33
34. Four fearless findings…
#1
For Millennials,
staying virtually
connected diminishes
importance of driving
34
35. Four fearless findings…
#2
The brand of phone,
computer, and clothing
are more important to
Millennials than the
brand of car they drive
35
36. Four fearless findings…
#3
Manufacturers will have
to work harder to
overcome ambivalence
towards brands and
shopping promiscuity
among Millennials
36