Adults of Generation Y in The U.S.

Hitting The Demographic, Lifestyle and Marketing Mark

Publication Date	December 2008
Publisher	Packaged Facts
Product Type	Report
Pages	303
ISBN Number	not applicable
Product Code	PKF00133

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Summary

The most ethnically diverse and technologically savvy generation in U.S. history, the adults of Generation Y, born from 1979 to 1990, number about 40 million. Also known as Echo Boomers, Millennials and a host of other catchy titles, Gen Y adults tend to be selfconfident, teamspirited, politically liberal and more digitally literate than their elders. They take for granted the quick convenience and seemingly infinite options afforded by cell phones, the Internet, indulgent parents and a marketplace eager to meet their mercurial tastes. Gen Y adults also stay single longer, remain more emotionally and financially attached to their parents, and delay their own parental responsibilities longer, while indulging their inner child more vigorously, than the generations before them.

Despite their shaky finances and breezy approach to workplace demands, the cohort's strong affinity for personal fame and wealth are likely to translate into serious financial clout over time, to the tune of some $3.5 trillion by middle age. A penchant for instant gratification and customizable products, along with demand for socially responsible corporate policies and a wariness of inauthentic advertising, means that marketers must launch ever more creative, multilayered and inclusive campaigns to reach their target Gen Y segmenta daunting task considering the constant tradeoffs between Gen Y adults' frequent homogeneity in mindset and wild diversity in individual preferences.

Drawing on uniquely crosstabulated Simmons Market Research Bureau winter 2008 survey data, BIGresearch's monthly Consumer Intentions & Actions surveys, and government and private sector data sources, this report examines common attitudes and motivations among the Gen Y adult cohort, particularly their tendency to trust friends and celebrity endorsements in their purchasing choices, their insistence on influencing product offerings and advertising, and an accompanying blurring in their analytical boundaries between "retail" and "real life." The report gives special attention to green and other social concerns within the cohort and their use of a wide range of social networking media to pursue their goals.

An overview of Gen Y adult attitudes and spending trends introduces five lifestyle chapters:

Demographics: Millennials are very ethnically and culturally diverse, with a multicultural outlook and a leftleaning political orientation. The younger cohort, age 1824, account for 59% and Hispanics a powerful 22% of the adult Echo Boom.
Finances: Gen Y's lovehate relationship with credit cards, education expenses and high APRs, combined with a desire for luxury products and a seeming inability to save money, means they tend to be cashcrunched.
Technology, Media and Marketing: Media saturated and digitally dependent for their sense of self, Millennials experience media, technology, socialization, advertising, community and personal consciousness as almost seamlessly integrated.
Eating In, Dining Out: With a developing preference for organic, functional and sustainably farmed produce, Gen Y adults embrace healthy, wellbalanced meals as long as they come in snazzy recyclable containers, don't require cooking and don't interfere with snacking.
Wellness, Work and Leisure: Not so much about antiaging and physical fitness, Gen Y wellness means that leisure and work should be personally fulfilling; that community and environmental health are a team effort, preferably supported by one's employer; and that relationships are the key to personal wellbeing.

Content

Chapter 1: Executive Summary
- Scope and Methodology
- Scope of Report
- Report Methodology
- Gen Y Cohorts
- The Simmons Index System
- BIGresearch Data
- Market Overview
- Shared Sensibilities, From Tykes to TwentySomethings
- Market Focus: Gen Y Adults Age 1829
- Gen Y Adults Number Approximately 40 Million
- Figure 11: Gen Y Adults by Age Cohort, 2007(percent and number of U.S. adults age 1829)
- Gen Y Population Spread Across Marketing Regions
- Hispanics a Powerful, Growing Minority
- Multiculturalism Inspires Liberal Leanings
- Strong Belief in Money as a Measure of Success
- Not All Gen Yers Are College Bound
- Customized Options Help Define Personal Style
- Finances
- Inexperience, Debt Constitute Double Whammy
- Bank Accounts, Savings Levels Below Adult Average
- Personalized Financial Services Can Build Future Loyalty
- Confidence in Nations Economy Plunges
- Varying Parental Roles in Bill Payment Muddy Financial Waters
- Most College Consumers Still Rely On Mom and Dad
- College Consumers Spending at Record Levels
- Gen Y Attitudes About Debt and Money
- Media, Technology and Marketing
- Gen Y Worldview Integrates Self, Technology, Marketing
- Gen Y Use Technology, Media to Brand Themselves
- Mobile, Internet, Video Enable Daily Life
- Blogs, Social Networking, Video Sharing Pervade Online Activities
- Gen Yers Also Big on Online Shopping, Auctions, Product Research
- Nearly All Gen Y Adults Use Internet
- Tech Marketing Requires Intimate Understanding of Gen Y Values
- Video Offers Immediacy, Emotion, Interaction
- Visual Media Gaining Over Print
- Online Video Appeals Across Gen Y Segments
- Most Marketers Still Leery of Gen Y Marketing Techniques
- Eating In, Dining Out
- LongTerm Health Issues a Distant Concern
- On the Run Eating Enables Busy Lifestyles
- Organic, Natural, EcoFriendly Earn Points
- Gourmet Tastes a Major Draw
- Exercise, Revving Metabolisms Compensate for Indulgence
- Dorm Living Can Pack On Pounds
- Busy Lives Preclude Regular Home Cooking
- Gas Prices Curtail Frequency of Dining Out
- Even In Groceries: Make It Cool, EcoFriendly, MultiCulti, Authentic
- Wellness, Work and Leisure
- Wellness a Given Among Gen Yers
- Todays Experiences Trump Worry About Tomorrow
- Strong Undercurrent Intent on Keeping Youthful Appearance
- Wellness at Work: Nurturing the Whole Person
- For Millennials, Work Is About Being Wooed
- Extra Education Builds SelfConfidence, Skills
- Recruiting Requires Authentic Investment in Gen Y Values
- Regular Exercise Helps Offset Blas Approach to Health Care
- Shopping Patterns Favor Electronics, Apparel
- Avid Gen Y Sports Enthusiasts Value RiskTaking, Cool Stuff
- Action Sports a Major Niche, But Authenticity Stakes High
Chapter 2: Market Overview
- Introduction
- Shared Sensibilities, From Tykes to TwentySomethings
- Market Focus: Gen Y Adults Age 1829
- Market Segmentation: Two Age Cohorts, Four Educational/Job Training Cohorts
- Millennial Generation Echoes Qualities of Generations Past
- Demographics, Attitudes and Consumer Style
- Gen Y Adults Number Approximately 40 Million
- Figure 21: Gen Y Adults by Age Cohort, 2007 (percent and number of U.S. adults age 1829)
- Gen Y Population Spread Across Marketing Regions
- Figure 22: Gen Y Adults by Marketing Region, 2007 (percent of U.S. adults age 1829)
- Ethnic Diversity Underlines Need for Marketing Segmentation
- Hispanics a Powerful, Growing Minority
- Figure 23: Racial/Ethnic Composition of Gen Y Adults, 2007 (percent and number [000] of adults age 1829)
- Multiculturalism Inspires Liberal Leanings
- Table 21: We Should Strive for Equality for All: Selected Gen Y Adult Segments, 2007 (percent and index of U.S. adults age 1829)
- Young Adults May Form Next Political Powerhouse
- Figure 24: Percentage of Americans Registered to Vote: Overall and by Generational Cohort, 2007 (U.S. adults)
- Table 22: Political Party Affiliation by Percentage of Generational Cohort, 2007 (U.S. adults)
- Gen Y Irreverence Heats Up 2008 Presidential Campaign
- LowBudget Obama Girl Video a WebWide Sensation
- Team Players Echo Values of Greatest Generation
- Strong Belief in Money as a Measure of Success
- Table 23: Money Is the Best Measure of Success: Selected High Index Gen Y Segments, 2007 (number, percent and index of U.S. adults age 1829)
- Wealth and Fame Are Common Goals
- Social Networking, Reality TV Promise Instant Celebrity
- Desire to Shine Crosses Income, Educational Brackets
- Table 24: I Like to Stand Out in a Crowd: Highest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 1829)
- Customized Options Help Define Personal Style
- Demographic Diversity Correlates with Cultural Openness
- Table 25: Political Outlook Across Generational Cohorts, 2007 (percent of U.S. adults)
- Interracial Dating? No Big Deal
- Gay? Whatever
- Respect for Customs and Beliefs a Given
- Figure 25: Its Important to Respect Customs and Beliefs: Gen Y Adults Overall and by Age Cohort, 2007 (percent and index of U.S. adults age 1829)
- Hispanics, Low Income Brackets Strongly Support Cultural Respect
- Figure 26: Its Important to Respect Customs and Beliefs: Highest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 1829)
- Figure 27: Its Important to Respect Customs and Beliefs: Lowest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 1829)
- But Respect and Customs May Require Qualification
- Not All Gen Yers Are College Bound
- Table 26: Gen Y Adults by Educational/Job Training Cohort, 2007 (percent and number of U.S. adults age 1829)
- Younger Cohort Most Likely to Be Full or PartTime Students
- Figure 28: Educational and Job Training Status: Gen Y Adults by Age Cohort, 2007 (number [000] of U.S. adults age 1829)
- Vocational and Technical Training Offers Quick Road to Skilled Work, Decent Pay
- VoTech Offers Affordable Substitute or Supplement to Pricey FourYear College
- Substantial Gen Y Segment Holds High School Diploma or Less
- No College, No VoTech Equates with Low Personal Income
- Gen Y Hispanics Outpace Adult Average with No College, No VoTech Training
- Table 27: Indices for Educational/Job Training Status by Race/Ethnicity, 2007 (U.S. adults age 1829)
- Behaviors, Attitudes, Preferences Differ Between College, NonCollege Consumers
- Polarized Attitudes About Credibility of Advertising
- Novelty, Variety Draw NonCollege Consumers
- NonCollege Consumers Lay Down Extra Dollars for Green Products
- Table 28: Strongly Held ShoppingRelated Attitudes Among Gen Y Adults: No College/ No VoTech Background/Employed FullTime vs. College Grad or More, 2007 (index of U.S. adults age 1829)
- Gen Y Consumer Style Favors Authenticity, Participation, Instant Availability
- Marketing Tips
- 1. Be Real
- 2. Market to Communities, But Emphasize Individuality
- 3. Create Relationships with Consumer Segments
- 4. Research Segments 24/7
- 5. Word of Mouth: Let Them Discover You
- Table 29: Demographic Composition of Adults Age 1829, 2007 (number, percent of total age 1829 group, and index in relation to U.S. adults overall)
- Table 210: Demographic Composition of Full or PartTime College Students Age 1829, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
- Table 211: Demographic Composition of College Grads Age 1829, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
- Table 212: Demographic Composition of 18 to 29YearOlds Who Attended Specialty/VocationalTechnical School, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
- Table 213: Demographic Composition of 18 to 29YearOlds Without College or Specialty/ VoTech School Background, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
Chapter 3: Finances
- Inexperience, Debt Constitute Double Whammy
- But Future Earning Potential Is in the Trillions
- Bank Accounts, Savings Levels Below Adult Average
- Figure 31: Types of Bank Accounts Among Gen Y Adults, 2008 (percent and index of U.S. adults age 1829)
- Generation Strives for Financial Success, Freedom
- Personalized Financial Services Can Build Future Loyalty
- Confidence in Nations Economy Plunges
- Table 31: Percentage of Adults Age 1828 Who Are Confident or Very Confident About the ShortTerm Prospects for the Economy: By Month, December 2007June 2008
- Changing Situations, Tastes, Make Cohort Segmentation Tricky
- Varying Parental Roles in Bill Payment Muddy Financial Waters
- Figure 32: Percentage of Gen Y Adults Who Pay Their Bills Themselves: Overall and by Educational/Job Training Cohort, 2008 (U.S. adults age 1829)
- Most College Consumers Still Rely On Mom and Dad
- BillPaying Methods Vary, But Online Transactions Gain
- Table 32: Bill Payment Methods Among Gen Y Adults: Overall and by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 1829)
- Household, Financial Lines Tend to Blur
- Table 33: Selected Strongly Held Attitudes About Personal Finance Among Gen Y College Students, 2008 (percent and index of U.S. adults age 1829)
- College Consumers Spending at Record Levels
- OnCampus Discretionary Spending Also on the Rise
- Gen Y Attitudes About Debt and Money
- Careful with Money Not Exactly a Cohort Credo
- Figure 33: Im Careful with My Money: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 1829)
- Consumer Empowerment More About Attitude Than Actual Cash
- Some HardUp CoEds Opt for Local Food Bank
- Gen Y Goals, Perceptions Should Guide Financial Marketing Efforts
- Shaky Financial Position Curbs Spending
- Table 34: Changes in Spending Habits Over Past 6 Months Among Adults Age 1828: January 2008 vs. June 2008 (percent)
- Table 35: Major Purchases Planned Within Next 6 Months: Adults Overall vs. Adults Age 1828, June 2008 (percent of adults overall and percent and index of adults age 1828)
- Navet, Consumerism Push Debt Levels Up
- FullTime Workers Less Financially Confident Than College Students
- Figure 34: I Feel Secure Financially: Lowest Indexing Gen Y Adult Segments, 2008 (U.S. adults age 1829)
- Confidence in Ability to Save Especially Low in Certain Segments
- Table 36: Im No Good at Saving Money: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Appearance of Financial Success Important to LowIncome, NonCollege Segments
- Table 37: I Like Other People to Think Im a Financial Success: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Educational, Consumer Loans Ramp Up Financial Burden
- Figure 35: I Feel Secure Financially: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 1829)
- Living At Home May Help Build Next Generations Nest Egg
- Table 38: Percentage of Annual Income Saved Over Last Year as of June 2008: Adults Overall vs. Adults Age 1828 (index)
- Personalized Service and TechnologyBased Options Crucial
- Technology Should Enable Personal Lifestyle Choices
- Emotional Connection, SelfDiscovery Underlie Successful Campaigns
- Multifunctional Technologies Trigger Rewards, Customized Options, Community Solidarity
- Wachovias Campus Card: Your Key to Student Life
- Wachovia Remains Leery of Campus Credit Cards
- U.S. Banks OneCard Offers StudentCentric Rewards
- BofAs Keep the Change Debit Card Encourages Savings
- Financial Alerts a Promising Feature
- Green Rewards, Social Responsibility Popular Across Card Types
- edo Interactive Launches Prepaid Facecard MasterCard
- Convenience, Personal Interests Drive Facecard Use
- Chase Plus One: Chase + Facebook = College + Credit
- Karma Points Reward Responsible Spending
- High Interest Rates a Bit Offputting
- PNC Banks Virtual Wallet: The iPod of Banking
- Low Costs, Calendar, Alerts, Account Tracker Home In On Gen Y Needs
- So Far No Chats, IM, Blogs, Email Support
- Entry Level Investments Tend Toward Equities, Mutual Funds
- Authenticity Remains a Major Challenge
- YouthOriented Thrasher Funds Give Hip Investing a Go
- But Is Thrasher Hype a Bit Too Hip?
- Table 39: Financial Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 310: Financial Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 1829)
Chapter 4: Media, Technology and Marketing
- Gen Y Worldview Integrates Self, Technology, Marketing
- Gen Y Use Technology, Media to Brand Themselves
- Features Less Important Than Lifestyle Outcomes
- Mobile, Internet, Video Enable Daily Life
- Mobile Gen Y OutTalks, OutDownloads, OutPlays Other Generations
- Blogs, Social Networking, Video Sharing Pervade Online Activities
- Gen Y Also Big on Online Shopping, Auctions, Product Research
- Table 41: Selected Online Shopping Activities In Last 30 Days: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Nearly All Gen Y Adults Use Internet
- College Education Not a Prerequisite for Online Literacy
- Wireless Computing, Laptops Keep Cohort Mobile
- Table 42: Computer/Internet Use Activities: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 1829)
- Tech Marketing Requires Intimate Understanding of Gen Y Values
- Social Interaction Trumps Product Specs
- Nokia Mobile Taps Into Core Desires, Values
- Nokia Customization Empowers Gen Y Individuality
- Nokia Nseries Smartphone: Its Not a Tool, Its an Experience
- Event Sponsorship Showcases Young Lions Creativity (and the Phone)
- Integrated Campaign Puts Gen Y In Control of Content
- Gen Y Looks to Tech to Empower SelfImage
- Quest for Personal Meaning Drives Passion for Media, Tech
- Ultimate Fear May Be Not Finding Their Own Passion
- Video Offers Immediacy, Emotion, Interaction
- Visual Media Gaining Over Print
- Video Drives Increasing Overlap Between Personal and Commercial; World of Warcraft Game Illustrates
- Interactivity, Product Extensions Keep Gaming Community Connected
- Majority of Gen Y Own or Play Video Games, Including Mainstream Demographics
- Table 43: Video Game Systems Owned or Played: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Problematic Economy Only Increases Video Games Appeal
- GoodBye Old Stereotypes: Gamers More Social Than NonGamers
- By Educational Cohort, College Consumers Most Avid Gamers
- Traditional Core of Young Single Men Remain Hot for Video Games
- Figure 41: Strongly Held Attitudes Regarding Video Gaming Among Gen Y Males, 2008 (index of U.S. adults age 1829)
- Table 44: Video Games Are My Main Source of Entertainment: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Gen Y Men Likely to Prefer Gaming Over TV
- Deconstructing the VideoGameLoving Gen Y Male
- Whites, Singles, Younger Cohort Often Spend More on Video Than Other Media
- Figure 42: I Spend More Money on Video Games Than on Music or Movies: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Figure 43: Dont Mind if Video Game Characters Use a Brand Name Product: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Online Video Essential in Marketing to Young Men
- Online Video Appeals Across Gen Y Segments
- Entertaining Embedded Ads AOK
- Table 45: I Expect Advertising to Be Entertaining: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 1829)
- Heavy Video Viewers Want to Manage, Share Content
- Small Minority Dislike Advertising
- Table 46: I Dont Like Advertising In General: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Hispanics, NonCollege Segments Most Ad Friendly
- Table 47: Selected Strongly Held Attitudes About Advertising Among Gen Yers: Hispanics and FullTime Employees with No College/Specialty Job Training, 2008 (percent and index of U.S. adults age 1829)
- FullTime Employed No College/VoTech Segment Also Show Brand Enthusiasm
- TV Ads, Video Game and Movie Product Placement Garner Most Notice
- Table 48: Selected Strongly Held Gen Y Attitudes About Product Placement: Hispanics and FullTime Employees With No College/Specialty Job Training, 2008 (percent and index of U.S. adults age 1829)
- For NonCollege Segments, Video Ads More Effective Than Print
- Gen Y Parents Open to Ads That Help Pick Products for Kids
- Table 49: Strongly Held Attitudes About Advertising: Gen Y Parents, 2008 (percent and index of U.S. adults age 1829)
- Most Marketers Still Leery of Gen Y Marketing Techniques
- Social Media Provide MultiLayered Branding Opportunities
- Fine Line Between Creating Community and Intruding Into Private Communication
- Let Consumers Find You, Create Online Communities in Your Space
- MTVs The Hills Site Promotes Gossip, Fashion, Games
- Millennial Moms a Small But Strong Core of Social Networkers
- Mom Tribes Share Worries, Stories, Advice Online
- Suave, Sprint Partner to Create In the MotherHood Network
- TwentySomething Moms Span Mainstream, Niche Networks
- Gen Y Control, Creativity, Community Are Your Marketing Guides
- Table 410: Computer/Internet Use Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 411: Computer/Internet Use Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 1829)
- Table 412: Print Media Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 413: Print Media Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 1829)
- Table 414: Patterns for Television, Video Games, Cell Phones and Other Consumer Electronics: Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 415: Patterns for Television, Video Games, Cell Phones and Other Consumer Electronics: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 1829)
Chapter 5: Eating In, Dining Out
- Youthful Metabolisms Energize Personal, Social Goals
- LongTerm Health Issues a Distant Concern
- On the Run Eating Enables Busy Lifestyles
- Organic, Natural, EcoFriendly Earn Points
- Gourmet Tastes a Major Draw
- Table 51: I Try to Eat Gourmet Food Whenever I Can: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Fun Tastes, Fun Textures Trump Health Concerns
- Balanced Diet? Too Much Work
- Table 52: I Try to Eat Healthy Food/Balanced Diet: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Exercise, Revving Metabolisms Compensate for Indulgence
- Cooking for Fun
- Figure 51: I Really Enjoy Cooking: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Figure 52: Cooking for Fun as Leisure Activity: Percentage of U.S. Adults Overall vs. Gen Y Adults Overall and By Educational/Job Training Cohort, 2008
- Kitchen Not Central to Existence
- Figure 53: Kitchen Is Most Important Room in My House: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Dorm Living Can Pack On Pounds
- Table 53: Strongly Held Attitudes About Food and Nutrition: Gen Y College Students, 2008 (percent and index of U.S. adults age 1829)
- The Freshman 15: A Horrifying Specter
- Stress, Study, Socializing Encourage Extra Calories
- Busy Lives Preclude Regular Home Cooking
- Table 54: Selected Strongly Held Attitudes About Family/Home Life: Gen Y Singles, Marrieds and Parents, 2008 (index of U.S. adults age 1829)
- Even Organic Lovers Opt for Indulgent, OnTheGo Snacks
- Mars, Venus Divided on Fast Food, Snacking, Cooking Preferences
- Table 55: Strongly Held Attitudes About Food and Nutrition: Gen Y Males vs. Gen Y Females, 2008 (index of U.S. adults age 1829)
- Hispanic Gen Yers Strong Believers in Organic, Natural, Fresh
- Table 56: Strongly Held Attitudes About Food and Nutrition: Hispanic Gen Y Adults, 2008 (percent and index of U.S. adults age 1829)
- Fattening Foods: No Problem
- Table 57: Theres Nothing Wrong with Indulging in Fattening Foods: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Fast Food Keeps the Lifestyle Wheels Greased
- Small Percentage of Hispanics Prefer Fast Food to Home Cooking
- Table 58: Prefer Fast Food to Home Cooking: Gen Y Adults, 2008 (percent and index of U.S. adults age 1829)
- Hispanics, Singles, Men Most Likely to Believe Fast Food Helps Keep Them in Budget
- Table 59: Eating Fast Food Helps Me Stay in Budget: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- McDonalds Brand Still Reigns Supreme
- Majority of Gen Y Adults Patronize Golden Arches, At Least Occasionally
- BetterForYou Menu Items Leave Gen Y Cold
- White Castle Rolls Out What You Crave: Hip, Edgy and Digital
- Crave Call Campaign Combines Space Age with SlangaLicious
- In Casual Dining, Relaxed, Inexpensive Socializing Is the Goal
- Gas Prices Curtail Frequency of Dining Out
- Table 510: Percentage of Adults Age 1828 Who Are Dining Out Less Frequently Because of Fluctuating Gas Prices: By Month, December 2007 June 2008
- Figure 54: Percentage of Adults Age 1828 Who Are Dining Out Less Frequently Because of Fluctuating Gas Prices: By Gender and Marital Status, June 2008
- Creative Urban Singles Find WalletFriendly Ways to Curb Hunger
- Family Restaurants Provide Predictable, Inexpensive Options
- TGI Fridays Emphasizes GrownUp Socializing, Rewards Cards
- Even In Groceries: Make It Cool, EcoFriendly, MultiCulti, Authentic
- Gen Y Likely to Spend $150 or More Per Week on Groceries
- College Consumers Spend More Than College Grads
- Premium Edibles, Especially Organics, Fill Luxury Gap
- Table 511: When Shopping for Food, I Look for Organic/Natural Products: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Socially Responsible Honest Tea Gets Real
- Spiking Gas Prices Make Continued High Spending Uncertain
- Table 512: Percentage of Adults Age 1828 Who Are Spending Less on Groceries Because of Fluctuating Gas Prices: By Month, December 2007 June 2008
- Figure 55: Reduced Spending on Groceries Because of Fluctuating Gas Prices Among Adults Age 1828: By Gender and Marital Status, June 2008 (percent)
- CostCutting May Encourage More Home Cooking
- Frozen Foods, Perishables, Private Label May See Spending Uptick
- Novel Treats Still Lure Sophisticated Taste Buds
- Figure 56: I Like to Try Out New Food Products: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Rachels Dairy Pushes Wickedly Delicious Yogurt
- Line Focused on Style and Function
- Probiotics, AllNatural Goodness Pass Authenticity Test
- Even In Snacks, Gen Y Looks for Zing, Fun, Customization
- Snap, Crackle, Sizzle, Crunch and Sip
- Table 513: Diet and Exercise Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 514: Diet and Exercise Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 1829)
- Table 515: Food Shopping and Restaurant Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 516: Food Shopping and Restaurant Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 1829)
Chapter 6: Wellness, Work and Leisure
- Wellness a Given Among Gen Yers
- Wellness Represents a Marketing Bonanza
- Health, Wellness, Fitness Products Bring in Billions
- Todays Experiences Trump Worry About Tomorrow
- Strong Undercurrent Intent on Keeping Youthful Appearance
- Figure 61: It Is Important to Keep Young Looking: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 1829)
- Figure 62: I Am Willing to Spend Whatever I Have To, To Look Younger: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 1829)
- Younger Gen Y Adults Especially Keen on Skincare
- Table 61: I Am Willing to Spend What I Have To, To Look Younger: Highest Indexing Gen Y Adults, 2008 (percent and index of U.S. adults age 1829)
- YouthExtending Skincare Equates with Pampering, Luxury
- Hispanic Gen Y Adults Place Premium on Youthful Appearance
- Figure 63: Selected Strongly Held Attitudes About Youth and Beauty: Hispanic Gen Y Adults, 2008 (percent and index of U.S. adults age 1829)
- Table 62: It Is Important to Keep Young Looking: Selected Gen Y Segments, 2008 (percent and index of U.S. adults age 1829)
- Women of Color, Celebrity Role Models Connect with Authenticity, Personal Style
- Garnier Trades on Sarah Jessica Parkers Feminist Cred
- Gen Y Guys Also Willing to Spend on That Youthful Glow
- Figure 64: Strongly Held Attitudes on Youth and Beauty: Gen Y Men, 2008 (percent and index of U.S. adults age 1829)
- Table 63: It Is Important to Be Attractive to the Opposite Sex: Selected High Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Man Spas Offer HighPriced Pampering, Grooming
- Skincare Feminism Ushers in Manly DIY Beauty Regimens
- Male Species, Naturally Man Make Male Beauty Natural
- Canadian 4VOO Pushes HighPerformance Grooming
- Wellness at Work: Nurturing the Whole Person
- Work Is About Being Wooed
- Challenge, Novelty, Change Inspire Young Workers
- Extra Education Builds SelfConfidence, Skills
- Younger Cohort Especially Open to New Challenges
- Table 64: I Like to Pursue Challenge, Novelty, Change: Selected High Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 1829)
- Millennial Love of the New Extends Beyond College Types
- A Desire to Be Appreciated
- Recruiting Requires Authentic Investment in Gen Y Values
- Travel, Volunteer Opportunities Attract Socially Conscious
- Voluntourism Excites Desire for Exotic Experiences That Help Others
- Ernst & Youngs Summer Internships Focus on Leadership
- Mentorship, Flexibility, Company Values Can Trump High Salary
- Health Insurance a Key Benefit for Young Employees
- Uninsured Cluster Among Millennials with No College, No VoTech
- Table 65: HealthRelated Insurance: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 66: Health Care Coverage by Educational/Job Training Cohort: Gen Y Adults, 2008 (percent of adults age 1829)
- Some Choose Dream Job Over Insurance Coverage
- ShortTerm or HighDeductible Plans Could Form Gen YCentric Niche
- Gen Y Wellness Emphasizes Pampering Over Preventive Care
- Figure 65: I Have Regular Medical CheckUps: Gen Y Adults Overall and by Age Cohort, 2008 (percent of U.S. adults age 1829)
- Hispanics Skew Highest for Regular Medical Checkups
- Table 67: I Have Regular Medical CheckUps: Selected Low Index Gen Y Segments (percent and index of U.S. adults age 1829)
- Regular Exercise Helps Offset Blas Approach to Health Care
- Table 68: Diet and Exercise Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- College Grads Outdo Other Educational Cohorts in Sports Participation
- Table 69: Exercise Patterns: Gen Y Adults by Educational o
- Job Training Cohort, 2008 (percent of U.S. adults age 1829)
- Workplace Wellness a WinWin for Gen Yers, Employers
- Table 610: I Should Exercise More Than I Do: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 1829)
- Exergaming Offers Fun, LowCost Break
- Guest Experts and Edgy Exercises
- Subsidized Gym Memberships and Company Sports Teams
- Table 611: Sports Participation in Last 12 Months: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Echo Boomers Love to Include Their Parents
- Know Your Niche, Be Authentic
- Shopping Patterns Favor Electronics, Apparel
- Trendy, YouthOriented Apparel Brands Index High
- Abercrombie & Fitch: Lifestyle Brand Worships Beauty
- Figure 66: Highest Indexing Chain Stores Shopped by Gen Y Adults in Last Three Months, 2008 (index of U.S. adults age 1829)
- Victorias Secret Pink Campaign Plays Up College, Music, Green
- Avid Gen Y Sports Enthusiasts Value RiskTaking, Cool Stuff
- Figure 67: I Enjoy Taking Risks: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 1829)
- RiskTakers Mirror Segments That Seek Challenge, Novelty
- Table 612: I Enjoy Taking Risks: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 1829)
- Do RiskTakers UpEnd Gen Y Reputation for Needing Structure, Guidance?
- Action Sports a Major Niche, But Authenticity Stakes High
- BrandSponsored Events, Community Crucial to Sports Marketers
- Mountain Dew Hammers Action Sports Tour
- Creativity Valued in Gen Y Work and Leisure Spaces
- Dancing, Clubbing, Bar Scene Offer Exciting Social Outlets
- Figure 68: The Point of Drinking Is to Get Drunk: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 1829)
- Taste for Exotic, Creative Runs Strong in Drink Preferences
- Figure 69: I Like to Try New Drinks: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 1829)
- Green Fairy of Absinthe Piques Gen Y Curiosity
- Belle Epoch, Myth Making and Body Paint
- Table 613: Leisure Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 614: Leisure Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 1829)
- Table 615: Travel Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 616: Travel Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 1829)
- Table 617: Shopping Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 1829)
- Table 618: Shopping Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 1829)