GWI-2021年千禧一代报告（英文）-2021.3-35页_2mb

Millennials Summary

Core Content

This report examines the digital behaviors, attitudes, and lifestyle of millennials, defined as individuals aged 24-37. It highlights their evolving role as the new benchmark for consumer behavior, influenced by digital transformation and the impact of the pandemic. The report also explores their financial situation, media consumption habits, social media engagement, and health consciousness.

Main Points

• Digital-first habits: Millennials are increasingly adopting digital-first behaviors across all aspects of life, including shopping, banking, and entertainment. The pandemic accelerated this shift, making their digital habits the new standard.

• Positive mindset despite setbacks: Despite significant economic challenges, such as 12% being laid off or on furlough and 7% losing their jobs, millennials remain optimistic about their financial future. Globally, they are more likely than other generations to believe their financial situation will improve in the next six months.

• Gaming culture: Millennials grew up with gaming and it is deeply embedded in their lifestyle. They spend more time on gaming consoles, with a strong preference for PlayStation. The pandemic further increased their gaming activity, with 38% in the UK/U.S. playing more games.

• Social media awareness: While millennials are positive about social media's societal impact, they are also conscious of its effects on mental health. They are more likely to track screen time and use social media less than before. Brands should focus on creating meaningful and positive content to engage them.

• Buying habits: Millennials prefer online shopping and are more likely to use new technologies. The pandemic had a significant impact on their purchasing behavior, but they are also more open to experimenting with new tools. Brands should prioritize creating a unique brand image and offer tech-savvy solutions.

• Financial decisions: Millennials are more likely to use paid versions of software tools than free equivalents. They are also more likely to take out short-term loans and are a key demographic for B2B brands, especially in the tech and customer support sectors.

Key Insights

• Millennials as decision-makers: They are a significant group of decision-makers in companies, especially in roles related to hardware and software. They are more likely to use tools like Zendesk and Salesforce, and they value intuitive and simple technology.

• Investment trends: Millennials are more likely to invest in savings and investments, particularly in less risky options like gold. The stock market crash during the pandemic provided an opportunity for them to enter the market, and they are increasingly using platforms like Robinhood.

• Health-consciousness: Millennials are at the forefront of health-conscious trends, with almost half describing themselves as health-conscious. They are more likely to engage in regular exercise, such as running and gym visits, and to use health and fitness apps. They are also more concerned about mental health than physical health, though they are less likely to discuss it openly.

• Mental health support: They are more likely to seek support from friends and family, and social media is becoming an increasingly important source of mental health support. Medical professionals are also a significant source, though not as much as social media for males.

• Media consumption: Millennials spend more time on digital media than the average internet user. They are heavily engaged with streaming services like Netflix and Hulu, and are growing in their podcast listening habits.

Lifestyle & Finances

• Living arrangements: Millennials are more likely to live with roommates or in shared housing, especially in urban areas. They are also more likely to have taken out short-term loans in response to the economic impact of the pandemic.

• Employment status: A significant proportion of millennials are in managerial or executive roles, with nearly half being ultimate decision-makers in their companies. They are career-focused and value technology in their professional lives.

• Financial milestones: Despite economic challenges, millennials are more likely to use their savings to manage financial shocks. They are also more likely to invest in stocks and shares, with a growing trend in the Asia-Pacific region.

Media & Entertainment

• Streaming services: Millennials are the most engaged audience for streaming services, with Netflix being the most popular globally. Hulu is also gaining traction, especially in North America.

• Podcasts: Podcasts have seen steady growth in popularity among millennials, with 35% listening to them on mobile in 2020. This is a promising avenue for brands to reach them.

• TV engagement: While they lag behind in linear TV consumption, they are more engaged with on-demand and streaming TV. This trend is especially pronounced in Europe and North America.

Social Media & Buying Habits

• Social media usage: Millennials are more likely to use social media less than before and to track their screen time. They are also more likely to use it as a platform for brand engagement and sharing experiences.

• Brand engagement: Millennials value brands that offer unique and status-driven experiences. They are more likely to recommend brands to friends and family and are open to new technologies and digital solutions.

Methodology & Data

• Data source: The report is based on GWI's online research of internet users aged 16-64, with the sample representative of the online population in each market.

• Sample size: GWI collects data from over 688,000 internet users annually. Some data is based on mobile respondents, leading to variations in sample sizes across charts.

• Indexes: Data is presented using indexes, which compare groups to the global average (1.00). An index of 1.20 indicates 20% above the average, while 0.80 indicates 20% below.

Appendix & Notes

• Appendix: Contains detailed data and graphs for further exploration, including timelines of milestones and engagement data.

• Methodology notes: The report acknowledges that in regions with low internet penetration, the online population may be more young, urban, affluent, and educated than the general population.

Conclusion

Millennials are a diverse and influential generation, with a strong digital presence and a unique set of behaviors and attitudes. Their role as digital-first consumers, health-conscious individuals, and brand advocates is growing, making them a key target for businesses across various sectors. Brands that understand and cater to their preferences, such as offering intuitive tech solutions and emphasizing brand image, are more likely to succeed in engaging this demographic.