BOOMERS VS. MILLENNIALS

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THE GENERATIONAL DIVIDEBOOMERS VS. MILLENNIALSJohn Torres, VP, Product Innovation

Copyright 2012 The Nielsen Company. Confidential and proprietary.#

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Help our clients have the most complete understanding of consumers worldwide. OUR MISSION


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HOW DO WE DEFINE THEM?MILLENNIALSAge: 19 36 yearsTotal in US: 72.5 MMMost educatedLess likely to be married

BOOMERSAge: 49 67 yearsTotal in US: 83.1 MMWealthiest Generation



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Birth RateTotal Births (MM)Birth RateTotal Births (MM)Boom & Bust21st CenturyWar & RecoveryCold War ChivalryBoomersGI Gen Gen XGen ZMillennials G1 Authority FiguresG2 Counter-CulturalsG3 BradyBoomersG5 iM DotcomersG6 SocialNetizensG4Indie VanguardG7 BornDigitals

GreatDepressionBaby BoomBeginsFeminism &Birth ControlEcho Boom(Boomers Babies)ImmigrantsGaloreRoaring20sWW IIEnds

GENERATIONS DEFINEDWell Nielsen, of course~ But using different data for a different purpose.



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Boomers are marketing Tidal Wave with surging spendWill control 70% of disposable income; will inherit trillionsAccount for 49% of total Consumer Packaged Goods salesA third of all online, social media & heavy internet usageReach via social media & mobile; 40% of wireless baseNeed for personalization and customization

BIG TAKEAWAYS FOR BOOMERS


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2 DISTINCT SEGMENTS OF BOOMERSYOUNG BOOMERS Age: 49 57 yearsTotal in US: 44.2 MMMedian Income: $64KMany Still Have Kids at HomeMore Tech Savvy than Older BoomersOLDER BOOMERSAge: 58 67 yearsTotal in US: 38.9 MMMedian Income: $59KMany RetiredEmpty Nesters



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Age: 19 27 yearsTotal in US: 31.3 MMMedian Income: $25KStill in SchoolLiving with ParentsEarliest Adopters

2 DISTINCT SEGMENTS OF MILLENNIALSYOUNG MILLENNIALSOLDER MILLENNIALSAge: 28 36 yearsTotal in US: 41.2 MMMedian Income: $48KEstablishing Careers Starting Families



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BRAZIL

boomers17%millennials30%

INDIAboomers14%millennials30%

CHINA

boomers21%millennials28%



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16%unemployed(under 25)

control70%of disposableincome


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almost 50%of all FMCG sales

80%of leisuretravel spending

$5,689more debtthan their parents at the same age(born 1980-84)

spend82%of theirincome



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what arethey doing?


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50%have 3 ormore TVs

76%own asmartphone

almost halfof zero-TV homes are under age 35



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#1Boomer show not even in top 30 for Millennials

watch174hours per month


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32%tweet on the toilet

2xmore likelyto read a newspaper



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36%have neverupdated

3Xmorefriends


Copyright 2012 The Nielsen Company. Confidential and proprietary.#15

Make up half of bloggers

4xmore likelyto belong to a civic club



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HOW CAN YOU REACH THEM?


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where artmeets science


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THE BOOMER BRAIN

THE BOOMER BRAINlikes repetitionis easily distracteddoesnt process the negativeis more open to informationHigh emotional resilience



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nostalgicrelatablepositivefriendlylightheartedapproachablestorytelling


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too coolmean-spiritedat-meanimatedsarcasticfast-pacedimmatureweirdintrusive


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THE MILLENNIAL BRAIN

THE MILLENIAL BRAINlikes dynamic stimuli and bright colorhas a good short-term memorybleeding overcommunicationis good atmulti-sensoryprocessing



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relatableintenseoffbeatsarcasticextremeaspirationalslapstick



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passiveunrelatabletoo old too detailed soft/safe music static stimuli


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HARDWIREDUNTETHEREDBY APPOINTMENTALWAYS ONLISTENERSSHARERSPHYSICALVIRTUAL


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MILLENNIAL MYTHS


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COMMON MYTH #1 MILLENNIALS ARE ALL NARCISSISTS


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28Millennials value about self-expression, but also care about family and social Issues.WE CARE

75% Made a financial donation to a non-profit last year

63% Feel its their responsibility to care for their parents in old age

57% Did volunteer work last year

50% Will spend more on products from socially responsible companies

Copyright 2012 The Nielsen Company. Confidential and proprietary.

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COMMON MYTH #2MILLENNIAL AMERICAN DREAM = WHITE PICKET FENCE IN THE SUBURBS


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30WE ASPIRE TO STAY IN THE CITIESThe American Dream no longer means a comfortable home in the suburbs Millennials aspire to stay in the cities rather than moving to the suburbs or rural areas.

62% Prefer to live in mixed-use communities in urban areas

40% Aspire to live in urban areas in the future

Austin, Salt Lake City, San Diego and Los Angeles have the highest concentration of Millennials


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31WE ASPIRE TO STAY IN THE CITIES

MILLENNIAL CONCENTRATION Higher out West than back East

HIGHEST BOOMER CONCENTRATIONPortland-Bar Harbor ME, Burlington, VT , Albany,NY

16% Of Austin is Millennial. Highest in U.S.


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COMMON MYTH #3MILLENNIALS ARE ALL BROKE


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33SOME OF US ARE AFFLUENTMillennials have been hit hard by the Recession as a whole, but they also make up a larger percentage of those with $2MM+ in assets (more than Gen X).

2.5MMMillennial HHs bring in $100K+ Income

15% Of those with $2MM in assets are Millennials

8% Own Businesses

Rich Millennials live in DC, San Francisco, Boston and New York


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YOUNG MILLENNIALSOLDER MILLENNIALS

$15.0KMedian Wealth Income Producing Assets

$35.5K75 Percentile Wealth Income Producing Asset

$7.9KMedian Wealth Income Producing Assets

$71.9KMedian Wealth Income Producing AssetNIELSEN REPORTS US MEDIAN WEALTH NOW $23.6K



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COMMON MYTH #4MILLENNIALS ARE FRIVOLOUS SPENDERS


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36WE LOVE DEALS & AUTHENTICITYMillennials are bigger deal and discount shoppers than any other generation.

57% More likely than average to visit Etsy.com

Top 20 Apps are Retail or Deal Focused

31% Of Millennial shopping dollars are spent on deals


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COMMON MYTH #5PRINT IS DEAD FOR MILLENNIALS


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38WE READ AND SHAREMillennials arent reading the Sunday paper, but they are the biggest magazine readers.

2XMore likely to read Cosmo, Rolling Stone & Wired

1.5X More likely to read Spanish Language Magazines


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Find us in the cities (or still living with Mom and Dad)Respect our authenticity, creativity and diversitySupport our causesGive us a dealReach us via social media and mobileRelate to us

BIG TAKEAWAYS FOR MILLENNIALS


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THANK YOUQuestions?John [email protected]


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BOOMERS VS. MILLENNIALS