30 Millennial Demographics You Need [Charts]

Millennials Like More Than Social Media

College students There are 77 million millennials between 18 and 36 comprising 24% of the US population.

Millennials are as big a demographic as their boomer parents, but their life experiences to-date and worldview are very different.

To reach this key consumer audience, marketers must appreciate their unique attributes to develop truly representative marketing personas. Without this understanding marketers won’t be able to craft appropriate messaging and social media interactions that result in sales.

Millennials will have $2.45 trillion worldwide spending power by 2015.

Here are 30 millennial demographics you need based on research from Nielsen. US population broken out by generation

Millennial demographics are different.

Millennials have diverse backgrounds and life experiences.

  • 65% of millennials were born in the USA.
  • 14% of millennials are first generation.
  • 12% of millennials are second generation.

Millennials are an ethnically diverse generation.

  • 19% of millennials are Hispanic.
  • 14% of millennials are African-American.
  • 5% of millennials are Asian.

While about one-fifth of millennials are hispanic, they tend to be located in a few states. Checking millennial data, you’ll find millennials in the western US. Specifically, New Mexico, (51%), California (42%), Texas (40%), Arizona (36%), Nevada (31%), Colorado (24%) and Florida (24%).

Here are some other demographic factors that influence how millennials view the world.

  • 71% of millennials appreciate the influence of other cultures on the American way of life.
  • 38% of millennials are bilingual.
  • 23% of millennials have a BA or higher.
  • The median income for 18-27 year olds is $25,000 and for 28-36 year olds it’s $48,000.

Millenials

Actionable Marketing Insight: Appreciate that, while they may have limited spending ability early in their careers, millennials have an informed, culturally inclusive worldview.

Family matters to millennials.

In part this may be attributable to their ethnic backgrounds.

  • 21% of millennials are married, about half the percentage of boomers at that age.
  • Millennials account for one-fifth of same-sex couples.
  • 52% of millennials consider being a good parent important.
  • 63% of millennials think they’re responsible for taking care of an elderly parent. 

Actionable Marketing Insight: Realize that millennials consider family important. As a result, they’re likely to be involved purchase influencers where important family decisions are concerned.

Millennials are health conscious

While millennials are health conscious, money often keeps them from visiting a doctor. They are 1.5 times more likely to visit a free clinic or urgent care facility.

  • One third of millennials are obese.
  • 28% of millennials smoke cigarettes.

Actionable Marketing Insight: Price healthy alternatives to appeal to millennials. This applies to food, drugstore items and medicine. But remember that this demographic can be financially constrained.

Millennials want to express themselves

Millennials seek personal expression in a variety of ways. This provides insights for marketers into millennials’ perspective.

  • 38% of millennials have one or more tattoos.
  • 23% of millennials have one or more body piercings.            

Music matters a LOT to millennials. They download and stream more music than other generations. This makes sense since most people are influenced by the music that’s popular when they’re in their teens.

  • 18-24 year olds index higher for music streaming.
  • 25-34 year olds download over 30 songs during the last 6 months.

Millenials index higher for streaming music

We like when brands pay for our music!

  • Roughly a quarter of millennials will try a brand or product that sponsors a music event for an artist or group they like.
  • Sponsoring a concert increases purchase rate over 25% among millennial fans.
  • Artist endorsement increases brand market share up to 2.4 points among fans.

Millenials favor music sponsorship

Actionable Marketing Insight: Consider music sponsorships to reach the millennial demographic.

Millennials like to do good.

They care about others and the environment. This customer concern with company’s social point of view is consistent with other research.

  • 75% of millennials have made a financial donation to a not-for-profit organization.
  • 71% of millennials have raised money for a not-for-profit organization
  • 57% of millennials have volunteered for a not-for-profit organization
  • Over 60% of millennials will pay more for a product where the company is environmentally friendly.
  • 70% of millennials say that a firm’s commitment to the community is a factor in their employment decisions.

Nielsen -Millenials spend more on socially responisble companies-2014

Actionable Marketing Insight: Be a socially minded brand and company. This matters both to your customers and your employees.

Millennials differ from their boomer parents. Marketers must appreciate these demographic differences because millennials have a more informed, culturally inclusive worldview that influences their perception of companies and brands. This extends beyond your product. It means that you must be ethical and care about your community.

What is your impression of these millennial demographics? What impact do they have on your marketing?

Happy Marketing,
Heidi Cohen

Note: All data points are for the US except purchasing power.


Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies. You can find Heidi on , Facebook and .

Even though Content Marketing World is finished until next September, you can still get all the content from 2014's exciting conference. The CMWorld On Demand package includes: Audio and video from the 2014 keynote sessions, audio and PowerPoint presentations of all the breakout sessions, over 40 audio sessions from the leading B2B and B2C brands, as well as keynote video performances. CMWonDemand

Social Media Marketing World — San Diego — March 25-27, 2015. Social Media Marketing World Register Now and Save $480!   Limited time offer.

Register Now for the Intelligent Content Conference.

Intelligent Content Conference

An annual gathering of the best and brightest content professionals on the planet. People who know the secrets (and are willing to share them). People who value content as a business asset. People who have made it their life’s work to develop repeatable, systematic approaches to producing amazingly effective content.


Free Webinar!

How Small-to-Medium Businesses Can Join the Content Marketing Revolution

How Small-to-Medium Businesses Can Join the Content Marketing RevolutionJoin the discussion on Tuesday, December 2 - Time: 2 PM (EST) / 11 AM (PST) to learn how small and medium sized businesses don't have to have an entire content marketing organization (or budget) to be successful in content marketing.

Joe Pulizzi, Author and Founder of Content Marketing Institute and Werner Mansfeld, President of NetLine Corp, discuss realistic and actionable methods for your company to get awareness, consideration and sales leads using marketing content – without the budget or resources of an enterprise-level organization.

Date: December 2nd, 2:00 pm EST/12:00pm CST/11:00 am PST

Here are just some of the questions you'll get answered:

  • What is content marketing and why is it important?
  • What do I need to have in place to compete effectively using content marketing?
  • How do I drive sales leads and get a positive ROI using content marketing?
  • How can my small business (or budget) compete with my larger competitors using content marketing?
  • What can I start doing today to start seeing results?

Joe Pulizzi and Werner Mansfeld are experts in Content Marketing and Content Syndication. Learn from their combined experience how to take advantage of content marketing for your business, no matter the size.

Register for this Free Webinar today!


 

 

Related Articles

Social Media Implications for Gen X and Gen Y [Different research approach-worth a look!]

 Marketers are from Mars and consumers are from Venus - More research on consumers

Photo Credit: http://www.flickr.com/photos/sterlingcollege/6185395256/

Tags , , , . Bookmark the permalink.
  • Ali @ Pickevent

    One of my favourite stats in this is that 38% of millennials are bilingual. As someone who is struggling so hard to learn languages, I think that’s amazing!

    Also, looking at the infographic RE: artist’s event sponsorships, it is amazing how much being associated with a celebrity can help a brand, whether it is through sponsorships, advertisements or just having a celebrity seen with the product.

    • heidicohen

      Ali–

      I agree with you on these 2 points.

      What I found interesting was the need for companies to think more holistically about they conduct business. Millennials are smart and willing to put their money where their priorities are.

      Happy marketing,
      Heidi Cohen

      PS–Please note that 38% of Hispanic millenials are bilingual!