Get the full report: http://ow.ly/ttzn302FvmT Exclusive research on Millennial attitudes on media consumption, travel, financial services, health care, retail and more.

1. Everything
Marketers
Need to
Know About
Millennials
New data on Millennial attitudes on
media consumption, travel, financial
services, health care, retail and more
By Vision Critical
With research by Maru/VCR&C

2. Known as Generation Y, the Net
Generation and the Me Generation,
Millennials have been under
intense scrutiny from the moment
they arrived on the scene.
The offspring of the Baby Boomers,
Millennials were born between
1980 to 1995, which means...

3. Today, they fit nearly-perfectly
into the demographic most
coveted by marketers:
18 to 35 years old.
In the United States,
they number roughly
80 million.

4. They currently control more than
$600 billion
in annual customer spending.

5. The impact of Millennials on every
industry is why Vision Critical, in
partnership with the insights consultancy
Maru VCR&C, embarked on a project to
speak directly to Millennials.
The resulting report,
is a comprehensive
generational portrait, replete with useful,
strategic information, to help companies
engage Millennials now and in the future.
The Everything Guide
to Millennials,

6. Here’s a look at the
report’s top findings.
DOWNLOAD THE FULL
REPORT FOR DETAILS

7. They’re
more
optimistic
than
Gen X and
Boomers.
My own
personal
future
The future
of my
children
The
environment
74%
54%
60%
78%
58%
54%
86%
The world
economy
36% 32%54%
64%
58%
The U.S
economy
46% 43%55%
Millennials Gen X Boomers
We asked: Are you optimistic
about the following?
38% OF MILLENNIALS ARE OPTIMISTIC ABOUT THEIR OWN FUTURE

8. They’re very excited about new
tech like Internet of Things,
wearables and self-driving cars.

9. Wearable
Technology 28% 12% 7%
Self-driving
cars 28% 10% 8%
Artificial
Intelligence 25% 10% 8%
Internet of
Things 30% 18% 5%
We asked: Are you very excited about the following?
30% OF MILLENNIALS ARE EXCITED ABOUT
THE INTERNET OF THINGS
Millennials Gen X Boomers

10. We asked: What do you
subscribe to?
49%Amazon
Prime
35% 25%
40%Hulu 20% 8%
68%Netflix 38% 24%
55%Pandora 35% 14%
62%Cable TV 58% 49%
The majority
of Millennials
get their
entertainment on
Netflix, Spotify
and Youtube. Gen
X and Boomers
are still loyal to
old-school media.
36%Satellite TV 20% 32%
Millennials Gen X Boomers
68% OF MILLENNIALS SUBSCRIBE TO NETFLIX;
62% SUBSCRIBE TO CABLE TV

11. They are
expert
users of
ad-blockers.
75% OF MILLENNIALS THINK ADS ARE DISRUPTIVE
Ads are
disruptive
75% 68% 69%
Actively tune
out ads
77% 61% 66%
Seek out ads
before buying
something
53% 42% 35%
Appreciate
when ads are
done well
80% 77% 65%
We asked: What do you think of ads?
Millennials Gen X Boomers

12. Millennials are more
likely to turn to
Google and social
media for financial
information than
Gen X and Boomers.
49% OF MILLENNIALS GET THEIR FINANCIAL INFORMATION
FROM BANKS, 48% TURN TO GOOGLE

13. We asked: When it comes to your finances,
where do you get your information from?
The bank 49% 33% 38%
Google 48% 38% 25%
From family
and friends 54% 38% 27%
Financial
advisors,
brokers
37% 30% 41%
Websites,
blogs 35% 25% 20%
Millennials Gen X Boomers

14. Millennials trust the financial
industry as much as older
generations do.

15. We asked: How much do you trust financial
services companies and financial institutions?
Very
trusting
24% 12% 10%
Somewhat
trusting
47% 53% 62%
Not very
trusting
24% 28% 22%
Not at all
trusting
5% 7% 6%
71% OF MILLENNIALS ARE “TRUSTING” OR “VERY TRUSTING”
OF FINANCIAL SERVICES COMPANIES
Millennials Gen X Boomers

16. Google is
Millennials’
first choice
for health
care and
nutrition
info.

17. We asked: When it comes to health and
nutrition, where do you get your information?
Websites,
blogs
44% 30% 17%
Google
searches
58% 50% 33%
Family and
friends
47% 37% 32%
Doctor, Nurse,
Pharmacist
46% 51% 71%
58% OF MILLENNIALS TURN TO GOOGLE SEARCHES FOR
HEALTH AND NUTRITION INFORMATION
Millennials Gen X Boomers

18. More Millennials are more likely to
take sabbaticals and backpacking
trips than older travelers.

19. We asked: How do you like
to travel?
58% 57% 45%City trips
37% 27%45%All inclusives
43% 35%55%
Nature/
adventure
travel
36% 45%50%Cruises
56% 53%60%“Beachy”
vacations
52% 38% 20%Amusement
park travel
32% OF MILLENNIALS LIKE TO TAKE SABBATICALS AND
LONG VACATIONS
Millennials Gen X Boomers
22% 14%32%Sabbaticals/
long vacation

20. While they’re more likely to use
Airbnb and to couchsurf than
older generations, mostMillennials
actually still prefer hotels.

21. We asked: Where do you
prefer to stay?
3% 1%15%
Couchsurfing,
couch-
swapping
Motorhome/
campervan
Millennials Gen X Boomers
Airbnb
7% ---%24%Airbnb
Motels 33% 38% 39%
21% 16%31%Camping
79% 68%83%Hotels
23% 30%41%Vacation
rental
37% 45%52%With family &
friends
24% OF MILLENNIALS PREFER TO USE AIRBNB WHEN
THEY TRAVEL; 83% PREFER HOTELS

22. They care
more about fair
trade, organic,
sustainable
products that
Gen X and
Boomers do.
We asked: Do you closely read the
labels on the food you buy or eat?
Nutritional
Content
80% 79% 79%
Ingredient
Listing
78% 77% 79%
Dietary
Restrictions 54% 51% 42%
Millennials Gen X Boomers
Price &
Promotions
89% 87% 82%
Fair trade,
organic,
sustainable
55% 38% 34%
Parent
company of
the product
51% 42% 36%
55% OF MILLENNIALS LOOK FOR FAIR TRADE,
ORGANIC OR SUSTAINABLE FOOD

23. SALARY IS THE NUMBER ONE FACTOR MILLENNIALS LOOK
FOR IN A JOB
Millennials care about salary as
much as Boomers and Gen X do.
We asked: When it comes to your ideal
job, what matters to you most?
Millennials Gen X Boomers
52% 49%54%Salary
36% 39%47%Work–life
balance
37% 38%25%Medical
Benefits
20% 30%26%Making a
difference
35% 29%37%Job security

24. Compared to
older generations,
Millennials care
more about
products that align
with their values.
42% OF MILLENNIALS THINK HAVING DESIGNER,
LUXURY BRANDS ARE IMPORTANT; 71% WANT PRODUCTS
THAT ALIGN WITH THEIR BELIEFS

25. We asked: How important is it
that products are...
It’s aligned
with my
beliefs
71% 66% 68%
Designer,
luxury brands
42% 27% 14%
High
quality
93% 90% 97%
Functional 94% 93% 99%
It looks
good
90% 90% 82%
It impresses
people
44% 27% 11%
Not everyone
has it
47% 38% 24%
It looks
expensive
44% 28% 18%
Millennials Gen X Boomers

26. A majority
of them
plan to
vote in the
2016 U.S.
election.
Yes I will
definitely
be voting
Not sure yet
No, I will not
be voting
76%
8%
16%
We asked: Will you be voting in the
upcoming U.S. election?
8%
10%
82%
5%
7%
88%
Millennials Gen X Boomers
76% OF MILLENNIALS PLAN TO VOTE IN THE 2016 U.S. ELECTION

27. Their shifting tastes and preferences
can make or break a company —
which is why it’s imperative that
business leaders continue to build
their Millennial expertise.
EVERY CHOICE MILLENNIALS
MAKE IMPACTS ENTIRE
SECTORS OF THE ECONOMY

28. Learn more
DOWNLOAD E-BOOK