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MAY 2017
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FEATURE
|
PPAI Exclusive Research
So, What
DoesThe
Modern
Millennial
Look Like?
They Are
Connected
Millennials Have
Information At
Their Fingertips.
Smartphone ownership
is highest among
Millennials ages 18-24,
98 percent of whom own
smartphones. Millennials
ages 25-34 are right
on their heels with a
97-percent ownership
rate. Americans seem
to be merging many of
the things they once did
on task-specific devices
into their smartphones,
and ditching the other
devices. This can lead to
one thing: dependence
on smartphones
for online access.
Millennials’ affinity for
technology is reshaping
consumerism as we
know it. With instant
access to product
information and
reviews, Millennials
are turning to brands
that offer the most
relevant information at a
maximum convenience.
Source: The Nielsen Company
(November 2016)
They Are Smart
Millennials Are The Most
Educated Generation To Date.
More than 63 percent of
Millennials have a bachelor’s
degree. Why is this so
important? Because educational
attainment is highly correlated
to economic success. Not to
mention, consumer spending
accounts for 70 percent of the
economy; the higher earnings
for many college graduates
allow higher spending, and in
turn, economic growth.
Source: Pew Research Center (March 2015)
They Are Diverse
The Millennial generation is
the most diverse generation
the U.S. has ever seen, second
only to Generation Z, whose
members have not yet entered
the workforce. In 2014, the
U.S. Census Bureau reported
Millennials in minority ethnic
groups reaching 50.2 percent,
becoming the majority for
the first time in history. This
culturally diverse upbringing
has played a big role in making
Millennials significantly more
comfortable talking about
diversity and inclusion than
older generations. Millennials
see diversity as the blending
of different backgrounds,
experiences and perspectives,
and believe emphasizing their
differences helps them bring
value to the workplace. In fact,
almost one in two Millennials
reported not pursuing an
employer that doesn’t maintain
or encourage a diverse and
inclusive working environment.
Source: “Millennials At Work,” Institute for
Public Relations (December 2016)