2. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Who was Involved?
Composed based on data
from 3.8.2013 – 3.22.2013
500 Participants
9,000 Panelists
53% Female
47% Male
Buzz Marketing Group’s Millennials Report
2013 is based on qualitative and
quantitative research conducted with 500
buzzSpotters® throughout the United
States during the month of March, 2013.
This report is available for download at
www.buzzmg.com/reports.
Survey fielded online
18-22
23-26
27-30
31-34
Ages 18-34
17%
25%
31%
27%
3. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Traditional Values
Traditional values are still somewhat
important to 20somethings. Despite
allegations regarding Millennials’ lack
of values, our research shows that
the three most important things to
this generation are: being a good
family member and friend, living a
religious or spiritual life, and finding
a good partner for life.
4. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Financial Awareness
Millennials are paying attention to
their money. According to our
research, a little over two thirds
(64%) of Millennials feel financially
secure while 79% are completely
financially independent. Over half
(53%) are already saving for
retirement and 94% are aware of
how much they spend.
5. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
On The Move
Generation Y is on the move when it comes
to employment opportunities. 94% of
MIllennials have actively searched for a new
job while still employed – “Higher salary,”
“More growth opportunities,” and “Higher
sense of purpose” were listed as the main
factors that would cause these Millennials to
leave their current jobs for new positions.
And Generation Y is not afraid to try different
things until they find the right fit, as 34% have
experimented with two careers and 39% have
experimented with three or more careers
before finding the most fitting one.
6. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Strong Opinions
This generation has strong opinions on
issues. We learned that 80% of those
surveyed believe that marijuana should be
legalized, 76% believe that same-sex
couples should have the right to marry, and
95% believe there should be mandatory
background checks before any firearm
purchase. Though opinions may vary
depending on the issue at hand, this set of
MIllennials is not afraid to express what is
on their minds.
7. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Influence Of Technology
Media and technology continue to
influence Generation Y. Almost half (49%)
of survey respondents spend over six
hours online per day and about a third
(31%) spend between three and six hours
per day using the Internet. The majority
(92%) owns a smartphone and a laptop.
Facebook is not as popular as it once was
but still is the most popular among all
social media sites with 85% of Millennials
checking in on a daily basis.
8. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Digital Integration
Social media and digital integration are
key in capturing Generation Y’s attention.
While spending so much time online, it
comes as no surprise that this generation
is influenced by the advertisements that
are presented to them through online
platforms. Integrating traditional
marketing with campaigns on Instagram,
Facebook, and Twitter will be a truly
useful benefit to any brand or store that
aims to attract Millennials.
9. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Hard Copy
Digital media doesn’t always win out.
Though Generation Y spends an
incredible amount of time browsing the
web, they do not necessarily always
prefer online versions of media to
traditional versions. For instance, 86%
prefer in-hand magazines over online
editions and 89% prefer actual books
over their online counterparts. The only
type of media for which Millennials prefer
the online versions are newspapers.
10. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Millennials Are Givers
Millennials enjoy giving. Research shows
that 86% donate to local charities and
74% are much more likely to purchase
a product if proceeds go to charity. The
most popular types of charity
organizations among 20somethings are
those dedicated to: children’s causes
(47%), health related issues (22%), and
environmental matters (14%).
11. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Value Matters
Value propositions matter in purchasing
decisions. Millennials are looking for
more than just another product to buy
or another store to browse. They seek
inspiration, which is why brands such as
Warby Parker and TOMS are winning out
over the once-popular brands like
American Eagle and Urban Outfitters.
The former offers a promise and an
experience, while the latter simply does
not.
12. Millennials Report 2013: Year In Review
What We Learned About Millennials In 2013
Spirituality On The Rise
Spirituality is on the rise even if
religion isn’t. Only 9% of Millennials
consider themselves to be religious
and 40% consider themselves to be
less religious now than in the past.
Although institutionalized religion is
not as popular as it once was among
Millennials, over 60% of surveyed
20somethings consider themselves
to be “spiritual.”
13. Contact Us
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com
