Dallas, TX -- (SBWire) -- 12/07/2010 -- ReportsnReports announce it will carry Millennials in the U.S. Trends and Opportunities Surrounding Gen-Y Adults Market Research Report in its Store.

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The 51 million adult members of the Millennial Generation (also known as Gen-Y) have been hit harder than any other age group by the recession. Millennials have the highest unemployment rate of all age groups, while those with jobs are most likely to have been asked at some point during the recession to work fewer hours, switch to part-time employment or agree to have their pay cut.

Yet, paradoxically, survey data show that Millennials are less likely than any other age segment to have cut spending during the recession, and they are more optimistic than other American consumers about the future of the American economy. Millennials in the 18- to 24-year-old age group have significant discretionary income, while many 25- to 29-year-olds are beginning high-income careers and are entering the heavy-spending life stage of forming households and creating families. With an aggregate income of nearly $1 trillion, adult Millennials can be expected to play a key role in the recovery of the American economy and consequently offer significant opportunities to marketers of a wide range of consumer goods and services.

The report begins with an assessment of trends shaping the adult Millennial market and identifies opportunities available to marketers interested in connecting with Gen-Y consumers. It continues with a forecast of the growth of the buying power of Gen-Y consumers through 2015 and a detailed demographic profile of the Gen-Y population. The next chapters analyze how Gen-Y consumers manage and spend money. Individual chapters provide an in-depth view of the role of technology in the lives of Millennials, an assessment of ongoing changes in the media consumption habits of Gen-Y consumers and an overview of the leisure-time and entertainment patterns of Millennials. The report concludes with an analysis of the attitudes and behavior of Millennial consumers in the areas of fashion, food and automotive.

Table Of Contents
Chapter 1 Executive Summary
Background
Introduction
Overview of the Report
Scope and Methodology
Scope of the Market
Methodology
Trends and Opportunities
Adult Millennials Form Unique Consumer Cohort
Millennials Ever Hopeful during the Great Recession
Multicultural Millennials Gain in Importance
Wide Gap between Younger and Older Millennials
Marketers Search for Ways to Connect with Millennials
Digital Marketing Emphasized but Experiential Marketing Remains Important
Creative Content Seen as Key Factor
Gen-Y Consumers Expected to Help Lead the Way to Recovery
Market Overview
Adult Millennial Population Tops 50 Million but Will Experience Slow Growth
Aggregate Income of Adult Millennials Approaches $1 Trillion
Older Millennials Have More Buying Power
Aggregate Income of Adult Millennials Expected to Reach $1.2 Trillion in 2015
Personal Profile of Millennials
Diversity a Hallmark of Millennials
Multicultural Segment Will Grow More Influential
More than Half of Older Gen-Y Women Have Married
Millions of Gen-Y Adults Have Families with Children
Recession Drives Many Millennials to Childhood Home
More Gen-Y Women on College Campuses
Recession Hits Millennials Hardest on Job Front
Older Millennials with College Degrees Have Substantial Salaries
Religion Less Important to Millennials
Millennials Reject Conformity but Seek Approval
How Millennials Manage Money
Millennials Question Their Financial Savvy
Gen-Y Consumers Less Likely to Have Checking Accounts
Online Banking Popular among Older Millennials
Debit Cards Important Part of Gen-Y Lifestyle
New Car Loans Common among 25- to 29-Year-Olds
Older Millennials Pay Bills Online
One in Three Older Millennials Has Life Insurance
Older Millennials More Likely to Have Automotive and Homeowners Insurance
Older Millennials Most Likely to Use Tax Preparation Software
How Millennials Spend Money
Millennials Keep Spending during Recession
Older Millennials Want Approval of Others When They Make Purchases
Purchasing Patterns of Older Gen-Y Consumers Mirror Those of Gen-Xers
Millennials Like Contests and Competitions
Multicultural Gen-Y Consumers Especially Interested in Using Cellphones to Shop in Stores
Eco-Friendly Consumers Scarcer among Millennials
Older Gen-Y Consumers More Likely to Buy Online
Many Older Gen-Y Consumers Are Heavy Online Spenders
Catalog Shopping Less Common
Millennials and Technology
Millennials Define Themselves with Technology
Gen-Y Consumers Are Early Adopters
Gen-Y Adults Are Heaviest Computer Users
Gen-Y Most Likely to Use Cellphones and Laptops to Access Internet
Wireless Connectivity a Hallmark of Gen-Y Consumers
Millennials Thrive on Social Media
Extra Features Common on Gen-Y Cellphones
Millennials Less Interested in Basic Calling on Cellphones, More Likely to Text
Millennials and the Media
Millennials Migrate from Traditional TV to Online Viewing
Internet Important News Source for Millennials
Multicultural Media Important in Gen-Y Market
Magazines More Interesting than Newspapers for Millennials
TV Less Likely to Capture Attention of Younger Millennials
Evening Animation and Reality Shows Attract Gen-Y Viewers
Younger Millennials Less Involved with Radio
Multicultural Millennials More Favorable to Advertising
Multicultural Gen-Yers More Receptive to Cellphone Ads
Leisure and Entertainment Choices
Gen-Y Consumers Less Likely than Gen-Xers to Own Consumer Electronics Products
Households of Gen-Y Consumers Have More TV Sets
Older Millennials Favor DVRs
Reading Books Remains a Popular Pastime among Millennials
Adult Interest in Video Games Peaks between 18 and 24
DVD Special Features Important to Younger Gen-Y Consumers
MP3 Players Common
More Millennials Download Music
Hip Hop Unites Diverse Millennial Segments, but Differences in Music Preferences Persist
Gen-Y Moviegoers Key Demographic for Film Industry
Consumer Highlights
Younger Gen-Yers Fixated on Fashion
Shopping for Clothes Important Activity for Younger Millennials
Multicultural Gen-Y Adults Especially Fashion Conscious
Use of Personal-Care Products Differs among Millennials
Millennials Like to Try Out New Drinks and Food Products
Dieting More Common When People Hit 25
Frozen Dinners Work for Millennials
Younger Millennials Buy Cars on Looks
Gen-Y Consumers Want Cars that Stand Out
New Cars Scarce among Millennials
Foreign Cars Have More Prestige for Multicultural Millennials
Younger Drivers More Likely to Choose Compact Cars
Most Millennials Spent less than $20,000 for Their Car
One in Three Gen-Y Adults Plan to Buy New Car

Chapter 2 Trends and Opportunities
Market Trends
Adult Millennials Form Unique Consumer Cohort
Many Millennials Extend Adolescence and Delay Adulthood
Millennials Ever Hopeful during the Great Recession
Figure 2-1: Percent Categorized as Anxious Consumers, 18- to 29-Year-Old vs. Other Consumers
Figure 2-2: Percent Categorized as Confident Consumers, 18- to 29-Year-Old vs. Other Consumers
Multicultural Millennials Gain in Importance
Wide Gap between Younger and Older Millennials
Marketers Search for Ways to Connect with Millennials
Digital Marketing Emphasized
Table 2-1: Involvement in Digital Media and Advertising by 18- to 29-Year-Olds
Marketers Convert Youth Marketing Techniques to Digital Platforms
Creative Content Seen as Key Factor
Experiential Marketing Remains Important
Approval of Peer Groups Can Seal the Deal for Millennial Shoppers
Marketers Can Profit from Acknowledging Millennial Ties with Parents
Cause Marketing Works with Gen-Y
Millennials Drive Increased Participation in Loyalty Programs
Market Opportunities
Gen-Y Consumers Expected to Help Lead the Way to Recovery
Gen-Y Shoppers Offer Significant Opportunities to Retailers
Table 2-2: Selected Opportunities Related to Shopping Habits of 18- to 29-Year-Olds
Gen-Y Affinity for Technology Generates Substantial Opportunities
Table 2-3: Selected Opportunities Related to Consumer Electronics Preferences of 18- to 29-Year-Olds
Marketers Can Still Use Traditional Media to Reach Gen-Y Consumers
Table 2-4: Selected Opportunities Related to Magazine and Cable Channel Preferences of 18- to 29-Year-Olds
Millennials Key Segment in Recovery of Auto Industry
Table 2-5: Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by 18- to 29-Year-Olds
Food Industry Can Tap Into Tastes of Millennials
Table 2-6: Selected Opportunities in Gen-Y Market Related to Food
Online and Mobile Services Create Opportunities for Financial Services
Table 2-7: Selected Opportunities in Gen-Y Market Related to Financial Services

Chapter 3 Market Overview
Size of the Adult Gen-Y Population
Adult Millennial Population Tops 50 Million
Table 3-1: Size of Adult Gen-Y Population by Single Year of Age, 2008
Adult Gen-Y Population Will Experience Slow Growth
Table 3-2: Projected Growth in the Adult Gen-Y Population by Selected Age Group, 2008 vs. 2015
Table 3-3: Selected Age Groups as Percent of Total Population, 2008, 2010 and 2015
Buying Power of Adult Gen-Y Consumers
Aggregate Income of Adult Millennials Approaches $1 Trillion
Table 3-4: Aggregate Income of 18- to 29-Year-Olds by Age Group
Table 3-5: Aggregate Income by Age Group, 2008
Older Millennials Have More Buying Power
Figure 3-1: Aggregate Income, 18- to 24-Year-Olds vs. 25- to 29-Year-Olds
Aggregate Income of Adult Millennials Expected to Reach $1.2 Trillion in 2015
Table 3-6: Projected Growth in Aggregate Income of 18- to 29-Year-Olds, 2010-2015
Table 3-7: Projected Growth in Aggregate Income of 18- to 24-Year-Olds, 2010-2015
Table 3-8: Projected Growth in Aggregate Income of 25- to 29-Year-Olds, 2010-2015
Table 3-9: Growth in Aggregate Income of 18- to 29-Year-Olds by Age Group, 2010-2015

Chapter 4 Personal Profile of Millennials
Demographic Highlights
Males Predominate in Gen-Y Adult Population
Table 4-1: Percent of Males and Females by Selected Age Groups, 2008
Diversity a Hallmark of Millennials
Table 4-2: Population of 18- to 29-Year-Olds by Age Group and Race and Hispanic Origin, 2008
Table 4-3: Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2008
Multicultural Segment Will Grow More Influential
Table 4-4: Population of 20- to 29-Year-Olds by Age Group and Race and Hispanic Origin, 2010 vs. 2015
Many Millennial Adults Are Foreign-Born
Table 4-5: Foreign-Born Gen-Y Adults, 2008
Table 4-6: Number of Gen-Y Adults with Foreign-Born Parents, 2008
Table 4-7: Population by Age and Generation, 2008
More than Half of Older Gen-Y Women Have Married
Table 4-8: Marital Status of 18- to 29-Year Olds by Gender, 2008
Millions of Gen-Y Adults Have Families with Children
Table 4-9: Family Householders in the 20- to 29-Year-Old Age Group with Children by Age of Children, 2009
Recession Drives Many Millennials to Childhood Home
Table 4-10: Percent of 18- to 34-Year-Olds Living in Parents’ Home by Gender and Age Group, 2000-2009
Table 4-11: Number of 25- to 34-Year-Olds Living in Parents’ Home by Gender, 2000-2009
Education, Employment and Income
More Gen-Y Women on College Campuses
Table 4-12: Enrollment Status of 18- to 29-Year-Olds, 2008
Table 4-13: Enrollment Status of 18- to 29-Year-Old Males, 2008
Table 4-14: Enrollment Status of 18- to 29-Year-Old Females, 2008
College Degrees More Common among Gen-Y Women
Table 4-15: Educational Attainment of 18- to 29-Year-Olds by Age Group and Gender
Wage Gap Closes for Gen-Y Women
Table 4-16: Median Usual Weekly Earnings of Full-Time Female Workers as Percent of Men’s Earnings by Age Group, 2009
Recession Hits Millennials Hardest on Job Front
Table 4-17: Unemployment Rate for the Population Age 18 and Over by Age Group, 2009
Older Millennials Begin to Reach Higher Income Levels
Table 4-18: Distribution of Income of All 18- to 29-Year-Olds by Age Group and Gender
Older Millennials with College Degrees Have Substantial Salaries
Table 4-19: Mean Earnings of 18- to 29-Year-Old College Graduates Working on Full-Time, Year-Round Basis by Age Group and Gender
Core Values
Millennials Share Many Values with Older Americans
Religion Less Important to Millennials
Table 4-20: Religious and Social Values, 18- to 29-Year-Olds vs. Other Age Groups
Millennials Reject Conformity but Seek Approval
Table 4-21: Attitudes toward Conformity, 18- to 29-Year-Olds vs. Other Age Groups
Table 4-22: Approval Seeking Scale, 18- to 29-Year-Olds vs. Other Age Groups
Younger Millennials Interested in Career and Money
Table 4-23: Attitudes toward Work and Money, 18- to 29-Year-Olds vs. Other Age Groups

Chapter 5 How Millennials Manage Money
Millennials Question Their Financial Savvy
Table 5-1: Attitudes toward Spending and Money Management, 18- to 29-Year-Olds vs. Other Age Groups
Gen-Y Consumers Less Likely to Have Checking Accounts
Table 5-2: Banking and Investments, 18- to 29-Year-Olds vs. Other Age Groups
Online Banking Popular among Older Millennials
Figure 5-1: Percent Using Online Banking Services, 18- to 29-Year-Olds vs. Other Age Groups
Mutual Funds Rarely Found among Millennials
Figure 5-2: Percent Owning Mutual Funds or Brokerage Accounts, 18- to 29-Year-Olds vs Other Age Groups.
Debit Cards Important Part of Gen-Y Lifestyle
Table 5-3: Ownership and Use of Debit and Credit Cards, 18- to 29-Year-Olds vs. Other Age Groups
New Car Loans Common among 25- to 29-Year-Olds
Table 5-4: Type of Loans, 18- to 29-Year-Olds vs. Other Age Groups
Older Millennials Pay Bills Online
Table 5-5: Paying Bills, 18- to 29-Year-Olds vs. Other Age Groups
One in Three Older Millennials Has Life Insurance
Table 5-6: Ownership of Insurance, 18- to 29-Year-Olds vs. Other Age Groups
Older Millennials More Likely to Have Automotive and Homeowners Insurance
Table 5-7: Ownership of Property and Vehicle Insurance, 18- to 29-Year-Olds vs. Other Age Groups
Older Millennials Most Likely to Use Tax Preparation Software
Table 5-8: Preparing Tax Returns in Last 12 Months, 18- to 29-Year-Olds vs. Other Age Groups

Chapter 6 How Millennials Spend Money
Overview
Millennials Keep Spending during Recession
Brand Loyalty Less Intense
Table 6-1: Brand Loyalty, 18- to 29-Year-Olds vs. Other Age Groups by Gender
Table 6-2: Brand Loyalty Scale, 18- to 29-Year-Olds vs. Other Age Groups
Sales Less Likely to Attract Gen-Y Shoppers
Table 6-3: Attitudes toward Sales and Bargains, 18- to 29-Year-Olds vs. Other Age Groups by Gender
Older Millennials Want Approval of Others When They Make Purchases
Figure 6-1: Percent Preferring to “Buy What Their Neighbors Approve Of,” 18- to 29-Year-Olds vs. Other Age Groups

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