Millennials

Millennials Statistics & Trends

e-Strategy Trends’ continually-updated collection of Millennials research, statistics and trends for marketing, public relations, advertising and strategic communications professionals.

Media Consumption By Device Age Range [CHART]

Chart: Media Consumption By Device & Age-Range

According to Q3 2018 research from Nielsen, US consumers ages 35 to 49 spend nearly the same amount of time with old media like live and timeshifted TV and radio, as with their digital devices by accessing apps and the web on a smartphones or tablet.

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Mobile Device Use By Generation [CHART]

Chart: Mobile Device Use By Generation

Smartphone ownership is the norm for Xers—we estimate that 88.5% of the Xer population, or 57.9 million people, own such a device. For marketers, knowing how to reach this cohort with timely and relevant communications is key.

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Smartphone App User Demographics [TABLE]

Table: Smartphone App User Demographics

Mobile and social usage are major elements of Gen X’s digital activity, so it’s no surprise that those also figure into their shopping. But while such usage is a default behavior for millennials, Gen X is selective in using mobile and (especially) social as shopping tools.

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Millennials’ Changing Relationships With Businesses [CHART]

Chart: Millennials' Changing Relationships With Businesses

Millennials spend about $322.5 billion annually, a strong figure but one that’s less than Baby Boomers and Gen Xers. What may set Millennials apart from those other two cohorts is that they are more apt to let their purchasing dollars speak for them when it comes to a business’ environmental impact or ethical behavior, according to this year’s Global Millennial Survey from Deloitte.

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Attitudes Toward Regareting Ads By Age [CHART]

Chart: Attitudes Toward Regareting Ads By Age

Generally, Americans have an unfavorable opinion about online targeted advertising. More than half (51%) of US adults believe that targeted advertisements are an inappropriate use of personal data rather than a convenient way to see products they’re interested in, according to more than 3,100 US adults surveyed by YouGov.

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TikTok US Users By Age & Income [CHART]

Chart: TikTok US Users By Age & Income

Who is downloading and using TikTok? Not surprisingly, data from March 2019 shows that the age group with the largest number of unique visitors is 18-24-year-olds (3.7 million), which accounts for just over one-quarter (25.8%) of the total US adult visitors.

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Bad Shopping Experience Reactions [CHART]

Chart: Bad Shopping Experience Reactions

A report from BRP shows that there are significant variances in shopping behavior by age, in particular between those who grew up in the internet age (“Digital Consumers” age 18-37) and those born before this time (“Traditional Consumers” age 38+).

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