Who are the millennials?


Group of People“Millennials” are the hot demo target these days. But how well do you know them? If you need to brush up on your knowledge of the young-and-hip, the findings of three recent studies might help you. The reports are the “Future Foundation Millennials Study, 2014”; the “SDL Millennials Study, 2014”; and the “Millennial Central Study (females only), 2014.” Here are some of the key points…



  • Constitute 27% of the population
  • Born after 1981
  • Are more diverse than any previous generation
  • 20% are of Hispanic origin
  • 2.6% identify as multiracial
  • Marry later in life than previous generations
  • Leave home later than other generations
  • They are early adopters and rely heavily on technology
  • 30% use four or more devices a day
  • On average, they check their smartphones 43 times a day
  • Their financial picture is transitional
  • 18% live at home and are financially dependent on their parents
  • 25% of those still at home have full-time jobs
  • Another 20% work part time
  • 55% believe their personal financial situation will improve within one year
  • What they purchase is heavily reliant on word of mouth
  • 68% are completely unfazed by celebrity endorsements or star-studded ads
  • 93% have purchased a product after hearing about it from a family member or friend
  • 89% trust these recommendations more than claims by the brand
  • 59% make product recommendations to share highly positive or negative experiences
  • 41% pass these recommendations to friends and family via social media