Th e th ir te e n th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e s e u p a nd c o m i ng Mille n n ia ls.

Buzz on Year Review

Study 13.0

9000 buzzSpotters®

male 50%

female 50% 90

00

Par tic ipa n ts

Who was Involved?

/ buzzmg.com

9,000 members of our buzzSpotter® network participated in these studies.

This network is used as a resource for ethnographies, focus groups, personal

interviews, immersion experiences, surveys, and polls.

Overall, this panel is composed of trend in!uencers and represent all of the

“tribes” we have identi"ed, which include: independents, preppies, techies and

alternatives.

Launched 01.01.

12

11 surveys

Fielded online

Closed 12.01.12

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All of our Millennials are getting and sharing information online. Alth ough they are very comfortable with the internet, only 48% of them feel protected online and surprisingly 60% of them feel vio lated when they are monitored online even when they agree to the terms and conditions of sites like Facebook and Twitter.

Internet privacy

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Our Millennials made it clear that alth ough they enjoy being in a relationsh ip, by no means does it define who they are. 94% of our Millennials said they do not feel held back in any way by their mates. It is important for them to feel happy and fulfilled as individuals in order for them to appreciate the relationsh ips they are in. It is all about balance for them.

relationships

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96% of our Millennials are exchanging ideas and opinions, and having conversations about faith and religion regardless of their beliefs. They are also starting to make a distinction between religion and faith , acknowledging that you can have a faith with out being religious. They are abandoning traditions in favor of freedom to practice or worsh ip as they ch oose.

Faith & religion

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We learned that our Millennials are very active and very interested in politics. 59% of our Millennials have given either their time or money to support a political cause. They are sharing their political views, now more than ever, online and offline. The evolution of tech nology and social networking has created a perfect forum for political debates and rallies to take place. Th is interaction will only grow in the future as our Millennials become increasingly more comfortable online.

politics

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97% of our Millennials believe that a good education is worth the time and money required these days. Furthermore, 92% feel that it is necessary to be successful and stand out amongst their peers. 90% of them stated they are making the final call when ch oosing a co llege or university considering h ow important it has become for them and their future.

College education

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Our Millennials are looking for satisfaction and respect more than money. 62% of them would prefer to create their own job or simply wait for one they want before accepting a job for wh ich they feel overqualified. With only 16% of our Millennials receiving any type of monetary assistance, th is generation is financially independent. They are smart sh oppers and have also figured out h ow to save a little bit during these tough times.

Employment & finance

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Not much has changed about back to sch oo l sh opping for our Millennials. 64% reported that they are willing to spend the same amount or more compared to previous years. 58% stated they would sh op with out putting a limit on h ow many trips they will take, in order to get exactly what they want or need. 70% also know exactly where they prefer to go for each item on their lists.

Back-to-school

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Our Millennials are less interested in brands and more interested in finding the best value for their dollar. They are

always looking for the next best th ing or opportunity. 79% of our Millenials selected Amazon.com as their favorite retailer simply because of the vast variety and great prices they offer.

Online sh opping has leveled the playing field and created a buyer’s market for th is generation.

brands

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Celebrities h o ld a special place in the hearts of our Millennials. They are very influential when it comes to selling beauty products and cloth ing, but they don’t exactly tip the scales when it comes to more important purchases like cars. Whether or not they are influencing their purchases, 88% of our Millennials are still fo llowing their every move in the tabloids and online.

celebrities

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With the exception of a handful, nearly all, 95%, of our Millennials intended to vote. Th is year our Millennials rejected party affiliations and opted to identify themselves by their political views. 67% of our Millennials believed that Obama was the better man for the job and 81% expected h im to win. With 71% of the votes, the economy was by far the most important issue to our Millennials and they made it clear they wanted to see more results and more action in the next four years.

Presidential election

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Our Millennials refused to accept the idea that a bad economy could spoil yet another h o liday season. Th is year 89% decided to sh op smarter and take advantage of all of the sales and promotions available online. Alth ough they h it the traditional retail outlets, 88% said they also used their laptops and smart ph ones to compare prices and find the best deals online. Th is generation always finds a way to come out on top.

Holiday spending

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