Reset Password| Help|

Browse Research

  • Advertising + Marketing
    Advertising, marketing, brands, B2B, creative, ad spending forecasts, and more....
  • Agency Business
    Client relations, agency operations, business trends, and new business...
  • Consumers
    Consumer behaviors, media habits + market segments, including multicultural, millennials, etc...
  • Fresh Press
    The best industry news feeds.
  • Global
    Global agencies, advertising, marketing, branding, consumers...
  • Industries
    Insights, sales, trends, top competitors, and more in industry verticals...
  • Media
    Media buying + planning, measurement, mobile, social, online video, native advertising, programmatic...
  • Research Databases
    BLAST, BUDDY, CREW, GIG, Proquest, and Statista...
  • Research Insights Newsletter
    Archive of our monthly newsletter chock full of reports, studies, infographics, and more...
  • Research Services
    Learn more about 4A's Research Services and what we do...

Millennials 

 

Media Consumption Tracker and Device Ownership & Use

Topics in this YPulse survey of consumers aged 13-33 include:

  • Media consumption
  • Device ownership and use
  • Tech purchasing plans
  • Tech brand affinity.

The Total Audience Report

Nielsen highlights the differences in media usage by age, ethnicity, and income level. This quarter's report focuses on how the media habits of Millennials are evolving as they become independent and start families. TV, radio, online, and mobile habits, as well as technology ownership are included.


YPulse Topline Reports

YPulse examines the habits and preferences of Millennials and Gen Z in a variety of topics, including:


2016 Millennial Survey: Winning Over the Next Generation of Leaders

Deloitte's annual survey focuses on Millennials' values and ambitions, drivers of job satisfaction, and their increasing representation on senior management teams.


The Millennial Generation—Different in Many Ways

This insights report from the Shullman Research Center focuses on the differences within the affluent Millennial generation. Topics include demographic characteristics, buying power, top worries, and financial goals.


Millennials in 2015: Retail Deep Dive

Nielsen highlights the shopping habits and preferences of Millennials, as well as tactics retailers can use to reach them effectively.


Millennials in 2015: Financial Deep Dive

In this segment, Nielsen reveals Millennial banking habits from branch use, online and mobile banking behaviors, and reliance on financial advisors. The habits of Upscale Millennials are included.


Millennials in 2015: Insurance Deep Dive

Learn about the insurance needs of Millennials, types of insurance they own, and their insurance shopping and switching behaviors in this Nielsen report.


Winning Affluent Millennials

LinkedIn and Ipsos investigate the unique mindset of Affluent Millennials, the source of their affluence, the role social media plays in choosing retail financial products, and much more.


The Millennial Impact: Food Shopping Decisions

In this infographic, Mintel explores the food shopping behaviors of Millennials, especially the differences between older and younger Millennials and their thoughts on freshness.


Most Millennials Resist the "Millennial" Label

Self-absorbed. Wasteful. Greedy. This is how the majority of Millennials describe their own generation. The Pew Research Center sheds light on how the generations, from Silent to Millennial, identify themselves and compares their views with the characteristics assigned to their generation.


Women 2020: Understanding the New Female Consumer

In this study, Meredith and Insights in Marketing help marketers understand the buying behavior and decision-making processes of Millennial women. How women view themselves, media usage, and shopping habits in the beauty, food, and home goods categories are included.


What Do Millennials Really Think: How Do Their Views Compare with Older Consumers?

Meng researches Gen Y's attitudes about brand loyalty, marketing efforts, privacy, and product and customer reviews, while comparing them with the attitudes of previous generations.


CSR & Millennials: How to Engage, Inspire, and Activate Millennials for Social and Environmental Change

Cone Communications gives an inside look into the unique attitudes, perceptions, and behaviors of the different Millennial segments when it comes to engaging with companies around social and environmental issues. Register to download the report.


Millennials and the Impact of Social Brand Perception

Ipsos studies how Millennials use social media to discover and share information about new brands or products. Insights into their use of brand-generated content, UGC, and product reviews or endorsements from experts, influencers, and peers is included.


Millennials as Parents: Your Healthcare Messaging is Outdated

InTouch Solutions gives tips on how to reach Millennial parents.


Gen Y and Housing: What They Want and Where They Want It

The Urban Land Institute learns how the Great Recession affected Gen Y's views on housing and examines their current living situations. A profile of Gen Y is included.


Mobile, Millennials & Health

Yahoo explores how Millennials are fueling demand in the health and wellness industry. Their views on health and best practices for connecting with this market through mobile are included.


Millennials' Eating Habits

The Hartman Group looks into the food choices made by Gen Y, including the influence of products and brands their parents use, in this infographic.


Marketing to Millennials: Do They Really Shop Differently Online Than Gen X and Boomers?

Adroit Digital reveals insights into Millennial online shopping habits and their attitudes towards advertising, while comparing their behavior to that of older generations. An in-depth look into the role advertising plays in the path to purchase is included.


Cause, Influences, and the Next Generation Workforce

The 2015 Millennial Impact Report from The Case Foundation and Achieve examines Millennial behavior and attitudes towards giving, volunteering, and social good in the workplace.


What Do Millennials Want in a Job? Insights for Making Talent Brands Millennial-Relevant

Brand Amplitude outlines ten essential truths for building a talent brand that will resonate with Millennials.


More Millennials Living with Family Despite Improved Job Market

Pew Research looks into reasons why some Millennials still live at home as the recession recedes, even though they are finding employment.


Rise of the Millennials

This infographic from IRI divides Millennials into the following six groups to help us understand the different mentalities that exist within the generation:

  • Free Spirits
  • Struggling Wanderers
  • New Traditionalists
  • Concerned Aspirationalists
  • Conscious Naturalists
  • Confident Connectors

Cooking Trends Among Millennials: Welcome to the Digital Kitchen

Think with Google discovers that Millennials are turning to mobile at every phase of the meal planning and cooking process. Key takeaways are included for brands that want to reach this market during the moments leading to mealtime.


Putting Life Insurance on the Millennial Shopping List

GfK gives tips on how to best market life insurance to Millennials in this article.


Millennials and Finance

Mintel reports on Millennial financial behaviors in this infographic. Usage of more than one bank, receiving advice from a financial advisor, and most important financial priorities are covered.


Millennials and the Mainstreaming of Digital

Millennial television viewing habits are featured in this Deloitte infographic.


How Millennials Get News: Inside the Habits of America's First Digital Generation

According to the Media Insight Project, Millennials search and consume news and information in different ways than previous generations. This report also highlights the digital habits of this generation.


Millennials: Coming of Age

This interactive report from Goldman Sachs looks into Gen Y's views about housing, marriage, and wellness, as well as the continued influence of the sharing economy.


Planning and Progress Study 2015

Download this report from Northwestern Mutual to learn the financial habits of Millennials and their optimism about reaching their financial goals.


Lifestyles of Young Families

According to Mintel, the Millennial approach to parenting and family life is surprisingly traditional. This infographic explores the goals, attitudes towards parenting, division of household responsibilities, and purchase influences of Millennial families.


Young Adult Migration: 2007-2009 to 2010-2012

This American Community Survey Report from the Census Bureau finds that young adults move the most compared to other generations. The report identifies the top reasons Millennials move, where they move, and more.


How Millennials Today Compare With Their Grandparents 50 Years Ago

The Pew Research Center highlights key distinctions between Millennials and the Silent Generation, from marriage to military duty to women's participation in higher education and the labor force.


Marketing to Millennials

Mintel highlights the diverse characteristics of the Millennial generation and finds that they want:

  • meaningful relationships with brands
  • personalization
  • experiences
  • transparency and authenticity.

Mintel also released an infographic about Black Millennials, exploring their motivations, habits, and the best ways to market to them.


The Millennials Have Left the Building: Introducing a New Generation of Youth

The Futures Company reports that, as Millennials are growing into adulthood, a new generation is taking over the coveted youth market spot: the Centennials. This presentation highlights the differences between the two generations and what influences them. Be sure to look at the notes in the presentation. For a quick overview, check out this infographic.


2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms

Babycenter and the IAB explore the daily lives of global Millennial Moms. Learn about their purchase behaviors, product and brand preferences, media habits, technology trends, and mobile usage. This report also provides insights and guidelines on how to effectively advertise to Moms.


Mind the Gaps: The 2015 Millennial Survey

Deloitte's annual survey asks Millennials what they think of leadership today, how businesses operate and impact wider society, and which individual characteristics define effective leaders.


The Pursuit of Happiness: Creating Meaningful Brand Experiences for Millennials

ZenithOptimedia explores what makes Millennials happy, how the social construction of happiness is changing, and features five tactics brands can use to infuse happiness into their marketing efforts.


Hispanic Millennials and Mobile

Pacific Ethnography and the IAB survey Hispanic Millennials to understand the role mobile and smartphone ownership plays in their lives. Topics includes devices and plans, communication behaviors, advertising preferences, and more.


Millennials in Motion: Changing Travel Habits of Young Americans and the Implications of Public Policy

Millennial transportation behaviors, including reasons for driving less, attitudes towards cars, and the implications these current driving trends have on the future are highlighted in this report from U.S. PIRG.


A Labor of Like: Favorite Brands Ranking Report

Moosylvania identifies brands that are connecting with Millennials and discovers how they do it.


Marketing to Millennial Moms

This report from Exponential helps brands and advertisers engage with Millennial Moms by identifying their behaviors, interests, and trends in food and dining, fashion and beauty, and home décor categories. Insights into the importance of supporting causes, as well as the evolving American family are included.


Exploring Millennial's Passion for Food: Bite-Sized Insights for Marketers

Brand Amplitude examines the relationship Millennials have with food, especially food preferences and shopping habits. This report includes media habits, values, and best practices in marketing to this generation.


Intrepid Millennial Explorers: Changing the Face of Modern Consumerism

Millennial Central studies the online and offline purchase path of Millennial women without children, including how family, friends, and various types of media impact purchase decisions. 


Millennials in Adulthood

Pew studies the differences between Gen Y and older generations. Topics range from political trends to views on social issues to technology use.


Millennials: The New Age of Brand Loyalty 

Adroit Digital's survey provides insight on how Millennials think about brands and brand loyalty. It compares Millennials' views with those of their parents. Learn which advertising medium influences Millennials most in how they perceive and value brands.


Research Insights | College Marketing 101

College marketing can be a highly effective strategy, but only if you approach this group with a good understanding of what makes them tick. College Marketing 101 presents the basics of reaching this desirable target and what pitfalls to avoid.

 

In This Section



My Notebook

My Notebook

4A's Agency Communications Summit 2016
June 8 | Conference
Come meet the most important journalists covering the advertising, marketing and media industries today.
> Learn More

View All Events


Untitled 1
Untitled 1
 
Login error. Please try again.
Sign In