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JANUARY 2012

1
Youth cannot know how age thinks and
feels. But old men are guilty if they
forget what it was to be young.
- J. K. Rowling
2
The Millennials Are The First Generation To Come
Of Age In The 21
st
Century

born between 1981-1995
ages 15-29
Also called







Generation Next
CHILDREN OF THE BOOMERS
Confident, self-expressive, liberal,
upbeat and open to change
Digital
Natives
3
HONG KONG
SINGAPORE
THAILAND
PHILIPPINES
CHINA
INDIA
RUSSIA
NEW ZEALAND
AUSTRALIA
SAUDI ARABIA
TURKEY GREECE
UK
IRELAND
SPAIN
PORTUGAL
FRANCE
ITALY
CZECH
REPUBLIC
DENMARK
POLAND
GERMANY
CANADA
USA
MEXICO
CHILIE
ARGENTINA
BRAZIL
ECUADOR
COLUMBIA
CENTRAL AMERICA
PUERTO RICO
We Researched Millennials in 32 Markets
4
Methodology
We conducted quantitative and qualitative research :
Online Surveys in 32 markets
Sample of 300+ Millennials in each market
Sample of 100 Generation X in selected markets
Online blogs in 22 markets
Between 6 10 Millennials ages 15-29
Online discussions over 3 days in which a moderator posed questions to participants
who interacted with both the moderator and each other
Conducted in Summer 2011

Source: OMGs Proprietary Millennials Study, 2011
5
We Aimed Our Research At Focusing On Their
Shopping Behavior
Evaluate Millennials attitudes and behaviors about shopping
both online and in-store
Understand how Millennials use media before, during and after
the shopping process
Provide a global overview, supported by indepth local findings in
the 32 markets

6
Key Findings
The Millennials are the first truly global youth cohort with more shared interests,
behaviors and aspirations than any previous generation
Whilst they are digital natives, they are still honing their shopping skills and look for the
reassurance of in-store experiences and customer service more than Gen X need to
This is a generation hit hard by the recession in all but the fast developing markets. It
has forced them to live at home longer and stay in education for as long as they can
Despite the economic downturn, shopping is a universally enjoyed social activity
They rely heavily on recommendations, reviews and ratings to guide them through the
shopping process
We found little evidence of short-attention spans during the research phase, conversely
they exhibit considerable caution in their purchasing behavior
They expect brands to behave ethically and be bold and clear about what they stand for
Whilst Gen X can be captioned by MTV, Millennials are clearly defined across the world
as the generation shaped by social media
Where Gen X looked to smaller set of markets for inspiration, Millennials are much more
aware of a wider world around them, cultural influence is as likely to come from India
than the USA




7
The First Global Youth Generation
8
Great Social And Technological Revolutions Have
Shaped Their Lives
ADULTHOOD
MID/LATE 1980S EARLY/MID 1990S MID/LATE 2000S LATE 1990S/EARLY 2000S
dot-com
bubble
Mobile
internet
Boom
CHILDHOOD
Source: OMG Proprietary Millennials Study, 2011
9
Rebels With A Cause
10
As With Previous Youth Generations, They Come
Ready Labelled
Source: Quick Straw Poll Amongst Older People!
Short attention spans
Impulsive
Lazy
Privileged
Self-centered
Entitled
Sheltered
11
Across The World The Economic Downturn Forces
Them To Live At Home For Longer Than Previous
Generations
46%
31%
42% 39%
48% 49%
72%
47%
54%
43%
64%
49% 50% 49%
19%
15%
16%
13%
7%
18%
9%
19%
12%
26%
14%
12%
16%
16%
18%
17%
23%
19%
5%
12%
8%
18% 17%
18%
9%
20%
12% 17%
6%
12%
3%
7%
18%
9%
6%
7%
5%
3% 3%
8%
8%
10%
9%
23%
16%
21%
18%
9%
5%
6% 11% 6% 5% 10%
11%
8%
2% 2% 1% 1%
3% 3% 1%
3% 1% 3% 4%
1% 2% 1%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
KEY
LIVING WITH
PARENTS
SPOUSE AND
CHILDREN
SPOUSE
FLATMATES
ALONE
OTHER
48%
61%
41%
54% 55%
61% 63%
60%
43%
51%
17%
13%
20%
21%
16%
13%
14% 18%
26%
17%
14%
15%
18%
8%
11%
9% 7%
8%
14%
12%
4%
3%
6%
3% 4% 3% 4%
4%
3%
8%
13%
4%
13%
7%
8% 8% 10%
7%
8%
11%
4% 3% 2%
7% 5% 5% 3% 3%
6%
2%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
51%
85%
71%
43%
84%
80%
70%
66%
11%
3%
9%
13%
7%
7%
3%
4% 13%
7%
6%
15%
1% 6%
2%
3%
14%
1%
7%
20%
1%
2%
12% 15%
11%
4% 7%
5%
6%
3%
11%
10%
0% 1% 0%
4%
1% 1% 2% 1%
China Hong
Kong
India New
Zealand
Philip-
pines
Singapore Taiwan Thailand
Source: OMG Proprietary Millennials Study, 2011
12
Millennials In Asia Are More Likely To Stay In
Education Longer
FULL TIME
(35+) HOURS)
PART TIME
(>35 HOURS)
UNEMPLOYEED
(SEEKING)
UNEMPLOYED
(NOT SEEKING)
PREFER NOT TO
ANSWER
KEY
STUDENT
14%
23%
16%
32%
22%
28%
18%
27%
12%
17%
26% 25%
27% 29%
41%
42%
41%
27%
29%
35%
26%
26%
27%
46%
37%
31%
40%
18%
13%
11%
9%
11%
16%
11%
16%
16%
24%
17%
11%
15%
13%
8%
8%
6%
13%
9%
9%
4%
10%
4%
9%
6%
6%
8%
6%
10%
18% 6%
13% 15%
11%
13%
21%
20%
12%
9%
11%
10%
8%
24%
0%
1% 0%
1% 1%
0%
3%
0%
0%
0% 1%
6%
13%
8% 7%
13%
8% 9% 7%
13%
6%
8% 10%
6%
11%
UK Germany France Italy Spain Portugal Ireland Greece Denmark Russia Poland Czech
Republic
Turkey Saudia
Arabia
23%
19%
8%
14%
18%
24%
19% 21%
11%
16%
26% 32%
38%
47%
28%
37%
36%
35%
30%
30%
26%
15%
22%
15%
21%
15%
16%
24%
19%
20%
5%
8%
8%
4%
8%
5%
3%
5%
8%
13%
15%
15%
16%
15%
10%
10%
12%
10%
25%
18%
0%
1%
6%
9% 8%
5%
14%
9%
13%
6%
6%
3%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
32%
46% 44% 42%
21%
44%
56%
52%
65%
45%
43%
33%
65%
44%
32%
31%
2%
4%
6%
12%
9% 5% 3%
4%
0%
0%
1%
4%
0% 2%
3%
2%
1%
2% 4%
6%
4% 3% 4%
4%
0%
0% 1%
0%
0% 0% 0%
0%
0% 2% 1% 3%
0% 1% 1%
7%
China Hong Kong India New Zealand PhilippinesSingapore Taiwan Thailand
Source: OMG Proprietary Millennials Study, 2011
13
We Found A Generation Striving Against
Economic Uncertainty
On the surface, my
life is free of
troubles or worries,
but even with a
good CV I find
myself without a
job
Ireland, Padraig
Our main
dream is to
start a family.
We cant
think about
this yet with
the economic
recession.
Cristina,
Spain
I lost my job when I
got pregnant, and
with my husbands
salary we cant
save anything. We
survive with strict
budgeting.
Milena , Spain
Unfortunately, it has been
difficult to find employment in
my field, but I refused to give
up my dream, and I ended
with my own business. It has
been a struggle each month.

Sergio, Portugal
Source: OMG Proprietary Millennials Study, 2011
14
However They Display Real Self-Belief That They Will
Succeed
My main goals
consist of obtaining
a masters degree
before being
admitted into a PhD
program.
Kalyna, 15-17.
Canada
Over the
summer I'm
working pretty
much full time
with my two
jobs I hold at
the sports
centre
Josh, UK
I work half days to
pay my studies, I
study part-time so I
can find real work
(Simone), Italy
The only way I can reach any
of my goals is if I study hard,
network, be responsible and
very patient. The only thing
that can keep me from
reaching my goal is myself
Luana 25-29, Brazil
Source: OMG Proprietary Millennials Study, 2011
15
Family, good
education, having
a successful career
and friends you can
count on are things
I value most in life
Michael, Germany
Its Not All About The Money, Money, Money


TOP CRITERIA
FOR DEFINING
SUCCESS
BOTTOM CRITERIA
FOR DEFINING
SUCCESS
Meeting the goals I
have set for myself
Having a work/life
balance
Making a good
salary
Achieving inner
peace
Being respected by
my peers
The accomplishments
of my family
Gaining the most out
of my life
Having the latest
products/services
Owning a large home
Achieving fame
Earning a high degree
academically
Feeling as though I
have contributed to my
community
Having
influence/power
Being debt free
Source: OMG Proprietary Millennials Study, 2011
16
Millennials Are More Interested In Philanthropic
Celebrity Culture
The people I admire
most are my parents.
They gave me a happy
childhood. Now I have
great opportunities
because of all of their
hard work
Fauzia, 25-29, Canada
People who are
really making a
difference in the
world and who are
so selfless that
they put others
before themselves,
such as aid
workers
Hannah, UK
One famous person I do
very much admire is Lady
Gaga, because of the work
she does for promoting
equal rights for gays.
Aoife, Ireland
I admire all those who
do good for others
regardless of color,
race, ethnicity or
social class
Jessica, Brazil
Source: OMG Proprietary Millennials Study, 2011
17
We Found A Generation Concerned In The Bigger
Picture
What is going on in
America worries me
because the central
bankers and
globalists are ruining
a once great
country.
Shawn, Canada
Im confused by
the world I live in.
There are so many
problems and the
solutions are
resulting in new
problems. It seems
as if everything is
going to pieces.
Tina, Germany

The world
makes me feel
optimistic, I trust
on organizations
as UN and EU.
And medical
research is
progressing
fast.
Javier, Spain
Im very worried about
nuclear energy, both for the
chance of having an accident,
as in Japan, and for the use
or nuclear weapons
Milena, Spain

I believe that the
world I live in is
actually pretty good,
although there are
several problems that
need to be resolved.
Those problems do
not always receive the
proper attention and
they range from social
inequality, extreme
consumerism to
violence and
corruption.
Rafaell, Brazil

People are
increasingly greedy,
and war, terrorism,
recessions and other
factors threaten
everyones future
Jordan, Canada
Source: OMG Proprietary Millennials Study, 2011
18
Environmental Concerns Are Much Stronger
Amongst Millennials In Asia
%
0
20
40
60
80
39%
40%
31%
50%
47%
43%
45%
39%
31%
21%
26%
17%
25%
28%
29%
24%
68%
30%
32%
28%
Source: OMG Proprietary Millennials Study, 2011
19
I am much more likely to shop at stores or buy products from companies that are environmentally conscious Top 2 Box Agree

Expectations Of Doing Good Differ Radically
Across Markets
I am much more likely to shop at stores or buy products/services from companies that make charitable donations. Top 2 Box

Philippines
70%
Argentina
30%
Brazil
34%
Canada
22%
Chile
29%
China
46%
France
23%
Germany
23%
Hong Kong
18%
India
39%
Mexico
33%
New
Zealand
15%
Russia
30%
Saudi Arabia
32%
Singapore
22%
Spain
28%
Taiwan
21%
Thailand
18%
Turkey
39%
USA
26%
Source: OMG Proprietary Millennials Study, 2011
20
Mixed Expectations That Brands Should Have Strong
Environmental And Cultural Policies
Brands such as
Lush and Kiehls
promote recycling,
human rights and
reducing the carbon
footprint
Bianca, UK
If there's only
one cheap
option, and that
brand is
involved in
something bad,
I don't really
care.
Graham M18
24 Ireland

Its very
important for
me, that a brand
acts responsibly
. Adidas stands
up against
racism
Michael,
Germany
The Body shop ...
have managed to
stick to their values
of saying no to
animal testing and
helping campaigns
to stop child
trafficking and HIV
disease spread.
Insung, UK
A brand I dont
like is Nike,
because I relate
it with children
exploitation,
although it was
the sponsor of
the greatest
sportsman:
Michael Jordan.
Asier, Spain
I don't want to
contribute to brands
who arent
responsible. Texaco
came to Brazil and
the company ended
up contaminating our
soil and water. On
the other hand, there
are brands like Tang,
that launched
a campaign teaching
children to recycle,
which is pretty cool..
Lari 15-17, Brazil
I somewhat disagree
with brands being
obligated to act
socially responsible,
its not wrong but
neither is it the
brands role.
Gerardo, Argentina
I reckon social
commitment
has a vital
importance for
a brand.
Antonella,
Argentina
Source: OMG Proprietary Millennials Study, 2011
21
The First Youth Generation Globally Connected By
Technology
I usually spend 5
to 6 hours on
Facebook daily,
either on my iPad
or iPhone.
Fauzia, Canada
I bought my
Blackberry, I
couldnt live
without it. Im a
hard user of every
social media, plus I
am all day on-line
with my friends
and family. And on
internet I have
access to whatever
information I
need.
Maggie,
Argentina
From the moment
I wake up till I go
to sleep, Im on-
line and connected
to media. Social
media on Internet,
TV shows, my cell
phone, I cant live
without them.
Antonella,
Argentina
As soon as I wake up
I check E-Mails and
Facebook. I update
my Facebook every 10
minutes. In the evening
I mostly watch TV
Tina, Germany
Im permanently
connected to the
internet at work,
both for
professional and
personal issues.
At evening, I
watch TV and log
my social
networks.
Cristina,
Spain
Source: OMG Proprietary Millennials Study, 2011
22
Millennials Are
Shaping The Future
Of Shopping
23
Gen X Were The First Consumer Youth Generation,
They Have Passed The Baton To Enthusiastic New
Kids On The Block
Shopping is a
best way to relax
and even cheer
up, change
something in
yourself. I love
shopping. I take
my best friend and
we can kill a whole
day walking from
shop to shop,
unaware how fast
time passes
Natalya, 19 y.o,
Russia
I love shopping! I
save my money
mainly to go
shopping or to buy
something online
Nicole, Germany
Who doesn't like
shopping? I'm a
shopaholic..
Shopping relaxes
me, it makes me
feel important. ..
I shop, therefore I
exist..
Jessica, Brazil
I know I sound
rather girly for
saying this but
shopping is
without doubt
one of my
favourite
things...
Josh, UK
I really like to
shop, I could
even say that
shopping
makes me kind
of happy. Yes,
buying new
dress, book or
a movie on
DVD really lets
my endorphins
flow.
KASIA,
Poland
I love to go
shopping, without
a doubt. After
buying something I
want I get this
incredible feeling,
it's as if I had just
satisfied a need,
like eating when
I'm hungry..
Rafael , Brazil
I really like
shopping - not
the actual
buying of
products but
just having a
nice day out
wandering
around with
people I want
to be with.
Natalie, UK
Source: OMG Proprietary Millennials Study, 2011
24
Millennials Are Quite Particular About What Their
Shopping Experience Should Be
MILLENNIALS DEMAND CONTROL OF THEIR SHOPPING EXPERIENCE
Inconvenience
Freedom!

Non-existent customer service,
staff shortage
Pushy, rude sales people
Lazy, uninformed sales people
Long lines
Lack of stock, size




Crowded stores
Disorganized, messy stores,
displays
Unreasonable return policy
Damaged goods
No discounts




Free to touch, explore, experience product
Feel relaxed, stress-free
Feel optimistic, excited, have fun





Feel no pressure to purchase
Feel in charge, confident
Feel victorious!




Source: OMG Proprietary Millennials Study, 2011
25
Millennials Love The Immediacy Of Store Shopping
Over Having To Wait For Online Delivery
For what reason(s) do you prefer shopping in a store, instead of on the internet?
RESTRICTS AND
INCONVENIENCE
FREEDOM & FEEL IN
CONTROL
Restrict my
selection
Restrict my
payment method
Extra cost
Inconvenient
Make me wait!
See-feel-touch!
Able to buy
immediately!
Able to compare
price!
Shop at my own
pace!
Able to enjoy
companion of others
Is entertaining
Source: OMG Proprietary Millennials Study, 2011
26
Age Plays A Distinct Role In Millennials Attitudes
Toward Spending And Saving
SEEKING AUTONOMY!
Life Explorers
INVENTION

Life Embarkers
Life Establishers
INDEPENDENCE

INVESTMENT

15-17 YEARS OLD

18-24 YEARS OLD

25-29 YEARS OLD
Shopping is a way of
exploring themselves both
personally and socially
Shopping is a way of
expressing their
independence
Shopping is a way of investing
in what is important
SPEND WHAT YOU GET! ENJOY WHAT YOU MAKE!
INVEST MORE OF
WHAT YOU EARN!
Source: OMG Proprietary Millennials Study, 2011
27
Millennials In Markets Hardest Hit By The Recession
Show Lower Levels Of Enjoyment Towards Shopping
In general, please rate how much you enjoy the process of shopping, overall? Top 2 Boxes

51%
43%
67%
63%
57%
52%
85%
73%
58%
80%
49%
53%
74%
63%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
72%
65%
68% 68%
66%
56%
76%
67%
72%
Argentina Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
88%
64%
77%
65%
84%
69%
60%
57%
China Hong Kong India New
Zealand
Phillipines Singapore Taiwan Thailand
Source: OMG Proprietary Millennials Study, 2011
28
Shopping Is Often A Solo Experience
How often do you shop with other people, ie family, friends? Top 2 Boxes
31%
20%
23%
24%
22%
20%
26%
33%
29%
36%
21% 22%
19%
22%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
23%
27% 27%
22%
25% 25%
23%
24% 25%
52%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
53%
38%
57%
41%
85%
46%
42%
45%
China Hong Kong India New
Zealand
Phillipines Singapore Taiwan Thailand
Source: OMG Proprietary Millennials Study, 2011
29
Across Markets Millennials Prefer To Spend Money
On Technology








After purchasing necessities, which of the following products/services do you
MOST prefer to spend your money on? Please select up to three choices
Source: OMG Proprietary Millennials Study, 2011


28%
26%
20%
17%
14%
21%
26%
31%
23%
15%
18%
31%
18%
17%
14%
12%
16%
36%
17%
15%
13%
CHINA INDIA UK
USA BRAZIL
26%
21%
37%
15%
0%
22%
Computers/computer
accessories
KEY
Travel and tourism
Clothes and accessories
Automobiles
Home decor
Home electronics
Home appliances
Portable electronics
Groceries
Toys / hobbies / sporting goods
30
We Found A Generation Less Inclined Towards
Instant Gratification

If I see something I like, I typically buy it immediately

Source: OMG Proprietary Millennials Study, 2011

NEITHER AGREE
OR DISAGREE
AGREE
KEY
DISAGREE
41% 42%
23%
27%
32% 32%
25%
40% 40%
28%
33%
39%
27% 28%
37% 34%
38%
39%
34%
37%
39%
35% 37%
33%
32%
32%
32%
37%
22% 24%
39%
35% 35%
31%
36%
25% 23%
39%
35%
29%
41%
34%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
33%
45%
31% 33% 34% 33% 35%
25%
33%
50%
30%
28%
36% 31% 32% 31%
33%
36%
30%
34%
37%
27%
33%
36% 34% 36%
32%
40%
37%
16%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
16%
39%
28%
49%
15%
35% 36%
24%
34%
37%
29%
21%
28%
38%
38%
31%
50%
24%
42%
20%
57%
27% 25%
46%
China Hong
Kong
India New
Zealand
Phillipines Singapore Taiwan Thailand
31
Naturally Some Do Shop Impulsively
Every summer I
get a job on a full-
time, trying to earn
pocket money for
next six months at
least . But when I
get the salary,
immediately ran to
the shops. I
usually spend it all
on clothes and
electronics
Polina, 18 y.o,
Russia
Shopping I like
buying things but I
do not have the
patience to spend
too much time on it.
So, usually I go to a
store I look at things
and choose in a few
minutes. For specific
products I try to be
less impulsive.
VASCO P.,
Portugal
Shopping is
very important
to me. Im
crazy for shoes
and make up. I
love shopping,
and when I see
something I like,
I just buy it.
Antonella,
Argentina
The last time I
went shopping
I didn't really
have anything
in particular in
mind to buy
and was just
browsing ... I
ended up
buying some
shoes and a
bikini top
Bonnie, UK
Last time I
went in the city
mallI was
supposed to
buy just a shirt
but I came
home with two
bags of stuff
Salvatore,
Italy
I really like
shopping - not
the actual
buying of
products but
just having a
nice day out
wandering
around with
people I want
to be with.
Natalie, UK
Source: OMG Proprietary Millennials Study, 2011 32
Milliennials Show Strong Interest In Planning For
Their Future Financially
I consider myself a saver rather than a spender
Source: OMG Proprietary Millennials Study, 2011

Philippines
68%
Russia
50%
Chile
46%
USA
45%
T
u
r
k
e
y

4
4
%

India
43%
Taiwan
43%
France
43%
China
42%
NZ
42%
H
o
n
g

K
o
n
g

4
0
%

B
r
a
z
i
l

4
1
%

C
a
n
a
d
a

4
1
%

M
e
x
i
c
o

3
9
%

G
e
r
m
a
n
y

3
7
%

T
h
a
i
l
a
n
d

3
5
%

A
r
g
e
n
t
i
n
a

3
5
%

S
p
a
i
n

3
2
%

S
i
n
g
a
p
o
r
e

4
4
%

SA
28%
33
I save pretty
much
everything I
earn...I value
money a lot
now I know
how hard it is to
earn it,
Josh, UK
Im currently
working four part-
time jobs and I am
kind of putting my
money aside ... I
do have a certain
amount of my pay
check placed into a
TFSA account
every month.
Caryn, 18-24,
Canada
I wouldn't say I
avoid shopping - I
merely put it off
until I have
enough money
saved so I won't
feel guilty and
can enjoy my
purchase.
Graham, M 18-
24, Ireland
They Are Wary Of Debt And Understand The Need To
Save For The Future
I am still financially
dependent on my
parents. Naturally I get
some pocket money but
sometimes I also get
some casual work to
earn some money which
are quite important to
me. I like to buy new
things, to dine out, to go
out with my friends and it
all cost money. At the
point of life where I am
now saving money is
quite hard, I live in dorms
and cutting down costs
of living and saving
something form the small
sum I get regularly is
quite difficult..
AGATA, Poland
Now Im
saving money a
lot, because I
have only parental
allowance which
is
very ridiculous am
ountSometimes
I buy some toys
for my son or
something nice for
my partner, but
most of money is
spent on foodI
prefer to invest
in a my
son who needs th
ings more than I
do
Darina, Russia
Source: OMG Proprietary Millennials Study, 2011 34
We Explored Four Broad Stages In The Purchase Cycle
35
1.
36
Despite The High Immersion With Digital Media,
Television Is The Most Prevalent Source For How They
First Learn About Products And Services
Source: OMG Proprietary Millennials Study, 2011 (Average across 32 markets)

0%
10%
20%
30%
40%
50%
60%
70%
80%
High
Low
37
Where do you typically first hear about each of the following products/services?
Television Is Also Gen X-ers First Source Of New
Product News
0%
10%
20%
30%
40%
50%
60%
70%
80%
HIGH
LOW
38
Where do you typically first hear about each of the following products/services?
Source: OMG Proprietary Millennials Study, 2011 (Average across 32 markets)

2.
CUSTOMER REVIEWS
COMPARISON
39
Offline Word Of Mouth Dominates When Researching
Potential Purchases





Please indicate how useful each of the following sources are when researching products/services you are considering
purchasing? Average across 32 markets
Source: OMG Proprietary Millennials Study, 2011

33%
33%
28%
27%
25%
25%
24%
24%
24%
24%
23%
22%
21%
20%
20%
19%
19%
18%
18%
18%
18%
16%
16%
15%
15%
14%
14%
9%
Family
Friends
Magazines
Search Engine
TV
Newspapers /circulars
Online Reviews
Product/service experts
Online forums /blogs
Trade shows/fairs
Mails on the post
Streaming video online
Friends Emails
Family Emails
In Store
Digital Coupons
Mobile Internet
Radio
Offline reviews
Websites
Social networks
Mobile apps
Deals websites
Streaming video mobile
Company's emails
Text messages
Instant Messaging
Podcasts
40
UK India
MILLENNIALS RELY HEAVILY ON INTERNET
RESEARCH
Percent that you research products / services online - Generally speaking, when researching a
product / service you are considering purchasing, approximately what percentage of your research
happens on the internet, compared to offline.
Source: OMG Proprietary Millennials Study, 2011


Germany
Singapore
China Hong Kong
USA
KEY
HIGH
50%+
MEDIUM
20-49%
LIGHT
>20%
41
Brazil
Lack Of Evidence Of Short Attention Spans When It
Comes To Researching Purchases
On average, please indicate approximately how much time in total you spend researching each of
the following products/services, before making an actual purchase
Source: OMG Proprietary Millennials Study, 2011

MILLENNIALS GEN X
0% 20% 40% 60% 80% 100%
Low (Groceries)
Medium (Clothes/Shoes/Accessories)
High (Computers & Accessories)
0% 50% 100%
0% 20% 40% 60% 80% 100%
Low (Groceries)
Medium
(Clothes/Shoes/Accessories)
High (Computers & Accessories)
0% 50% 100%
U
S
A

B
R
A
Z
I
L

= no research = < 1 week = 1-4 weeks = 4+ weeks
42
Product Reviews Are Critical To Millennials
Purchasing Choices
When I am researching a product/service that I am considering purchasing, product reviews play a large role in
my decision about what to buy

NEITHER AGREE
OR DISAGREE
AGREE
KEY
DISAGREE
20%
27%
17%
21% 21%
27%
19%
21% 22%
17%
36%
31%
19%
17%
39%
33%
39%
34%
40%
36%
38% 33%
37%
26%
29%
33%
38%
37%
40% 40%
44% 45%
39% 37%
43%
46%
41%
57%
35% 35%
43%
46%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
22%
18%
24%
21%
18%
22%
27%
19%
24%
50%
29%
26%
39%
29% 35%
29%
30%
33%
26%
34%
49%
56%
37%
50%
47% 49%
43%
47% 49%
16%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
8%
12%
24%
27%
14%
11% 10%
15%
29%
44%
32%
35%
27% 32% 32%
38%
63%
45% 43%
39%
59% 58% 58%
48%
China Hong
Kong
India New
Zealand
PhilippinesSingapore Taiwan Thailand
43
Whilst Ownership Levels Of Smart Phone Are Similar,
Millennials Are More Likely Than Gen X-ers To Use
Shopping And Price Comparison Apps
Please indicate how often, if at all, you use the following apps (mobile applications) or functions on a
mobile device (i.e., cell phone, iPad, etc.) - Shopping/Price comparison
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
UK
Turkey
Spain
Russia
Poland
Mexico
Italy
Greece
Germany
Brazil
Gen X
Gen Y
44
CUSTOMER REVIEWS
COMPARISON
3.
45
Millennials Make More Of Their Purchases In-Store
Verus Online
Percent that you purchase products / services online - Approximately what percentage of purchases
do you personally make on the internet (e.g., online), compared to in a store?
Source: OMG Proprietary Millennials Study, 2011

42%
42%
17%
24%
27%
49%
22%
27%
51%
14%
23%
63%
13%
27%
60%
China
KEY
HIGH
50%+
MEDIUM
20-49%
LIGHT
>20%
46
In-Store Offers Immediacy And Convenience
Around Payment Methods
For what reason(s) do you prefer shopping in a store, instead of on the internet?
Source: OMG Proprietary Millennials Study, 2011

56%
54%
53%
44%
42%
40%
33%
32%
32%
31%
28%
26%
26%
25%
18%
6%
1%
Allows me to buy the product immediately (i.e., do not need to wait for
delivery)
Does not have shipping costs
Allows me to see products in person (i.e., can see/feel the product, etc.)
Is entertaining
Makes me feel more comfortable than when I pay than online
Allows me to use cash
Allows me to get cash back at the checkout
Saves me time
Is an opportunity to spend time with other people
Allows me to better compare prices than online
Makes it easy to find sales
Is more convenient
Allows me to shop for things I would not otherwise be able to find
Offers a larger selection than online
Is less expensive than online shopping
I do not shop in stores
Other, please specify
47
Online Shopping Allows Millennials To Shop
Around For Value
For what reason(s) do you prefer shopping on the internet, instead of in a store?
Source: OMG Proprietary Millennials Study, 2011

Other, please specify
I do not shop online
Avoids sales tax
Still allows me to use my credit card
Is entertaining
Still allows me to use my debit card
Saves me money on gas
Allows me to ship products wherever I want
Offers a larger selection than what I can find in a store
Is less expensive than shopping in a store
Makes it easy to find sales
Is more convenient
Allows me to shop for things I would not otherwise be able to find
Saves me time
Allows me to compare prices
48
Millennials More Likely To Buy Experiences Online
Percent that you purchase products / services online (> 50%)
Source: OMG Proprietary Millennials Study, 2011

Holiday accommodation
Holiday travel/package
Music
Computers/accessories
Portable electronics
Financial investment
Clothing, shoes, accessories
Toys, hobbies, sporting goods
49
Millennials Feel Confident About Online Shopping

I always shop online, it's practical
and you have several options of
stores, products and prices at your
fingertips. I buy everything online.
I've purchased clothes, make-up,
DVDs, CDs, cell phones,
computers, and other items online.
Freda, Canada I liked buying on-line, but I always
fear a scam. But if you do it in safe
places its not dangerous. I would
do it again.
Yami, Argentina
I shop online
frequently. Its just
so convenient! I
particularly like
Amazon. Its fast,
often without
shipping costs and
the prices are
reasonable
Tina, Germany
I started doing
online shopping
just recently.
Bag, slippers,
shoes, clothes,
household goods
are the products I
have bought on
internet.
Burcu, Turkey
Source: OMG Proprietary Millennials Study, 2011 50
Please indicate how much influence you feel each of the following have on what you choose to
purchase.
Source: OMG Proprietary Millennials Study, 2011

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Friends
Boyfriend
Spouse/Partner
Parents
Ad
In store displays/signs
Brothers and sisters
Store Clerk
Celebrity or expert endorsements
Friends Are Their Key Influence On Purchases
51
Millennials Are Open To Having A Relationship
With Brands That Fit Some Of Their Basic Criteria
Source: OMG Proprietary Millennials Study, 2011
52 /
BRANDS SHOULD
Understand who they are and what they value
Be transparent, have nothing to hide, and admit when
they make a mistake
Have personality but not try too hard
Be simple and to the point in their design/message

AUTHENTICITY
AFFORDABILITY
BRANDS SHOULD
Offer good value
Have sales / promotions and
communicate it to their customers
EXPRESSION
BRANDS SHOULD
Stay up to date with trends, and not be afraid to
change or adapt
Inspire Millennials by being innovative and
fresh
Allow customers to customize to meet their
personal needs



QUALITY
BRAND
TRUST
BRANDS SHOULD
Sell durable products that last
Manufacture products/services that
function properly, and are well
designed/comfortable
Offer excellent customer service that is
informative and not pushy

52
Millennials Seek Out Price, Value And Reputation
Please indicate why you buy the brands that you do.

BOTTOM
REASONS
TOP
REASONS
Save me money
32%
Last longer than
other brands
31%
Have a good
reputation
31%
Are better quality
than other brands
29%
I trust
26%
Have advertising
that is appealing to
me
3%
I see/hear
advertising for
4%
Are cooler than
other brands
4%
Support a cause I
believe in
4%
I like the logo
5%
Source: OMG Proprietary Millennials Study, 2011 53
Friends And Family Are Primary Influencers Of
Change In Brand Consideration
Please indicate why you buy the brands that you do.

BOTTOM
REASONS
A family member
suggested I try it
36%
A friend suggested I
try it
35%
It was of a better
quality than the brand
I typically buy
33%
The brand/company
has a good reputation
29%
It offered more choices
than other brands in
the category
27%
It offers a money back
guarantee
27%
TOP
REASONS
The brand was sold or
packaged with another
product
9%
I got a larger quantity
than the brand I
typically buy
10%
The brand supports a
cause I believe in
12%
The brand gave me a
sense of nostalgia
15%
I recognize the brand
from an advertisement
15%
A free sample was
included with the
purchase
17%

Source: OMG Proprietary Millennials Study, 2011
54
When It Comes To Brand Choice There Are Key
Differences Among Millennial Subgroups
Source: OMG Proprietary Millennials Study, 2011

Interested in cool affordable brands
High interest in current, most popular
brands; like to be in the know and
accepted by their peers
Appreciate brands that offer variety
Appreciate simplicity of retro brands
Most likely to buy disposable fashion
brands that are affordable and
trendy



Interested in brands that help them to
express themselves
- Brands with personality
- Brands that are presentable (i.e. job
interviews)
Appreciate brands that are of
reasonable quality but affordable
- Cant afford premium brands, so look
for sales instead



Trust and reputation become more
important brand attributes as Millennials
become older
- Durable, classic, wont go out of style,
reliable
Appreciate brands that are functional and
make their lives better / easier
Appreciate good customer service
Value brands that offer consistency in
product / service
Appreciate brands that support causes



Life Embarkers Life Explorers

Life Establishers
15-17 YEARS OLD

18-24 YEARS OLD
55
Source: OMDs Proprietary Millennials Study, 2011
CUSTOMER REVIEWS
COMPARISON
4.
CUSTOMER REVIEWS
56
THE POWER OF WORD OF MOUTH
Millennials like to
TALK AND SHARE

Friends and family are their
immediate sources, whilst the digital
world such as social media,
search engines enables wild spread
of opinions without censorship.
57
Millennials Are United In Their Enjoyment At
Sharing Deals With Friends
When I hear about good deals, I like to spread the word to my friends

NEITHER AGREE
OR DISAGREE
AGREE
KEY
DISAGREE
23%
28%
17% 18% 16%
22%
13%
20%
17%
13%
33% 31%
21% 18%
25%
33%
34% 32%
28%
31%
33%
27%
30%
22%
28% 30%
26% 32%
52%
40%
49% 50%
55%
48%
54% 53% 54%
65%
39% 39%
53%
50%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
24%
18% 18%
21% 19%
22%
25%
21%
13%
16%
25%
21%
29% 25% 29% 23%
30%
33%
24%
29%
51%
61%
53% 54% 53%
55%
45% 45%
63%
55%
Argentina Brazil Canada Central Chile Columbia Ecuador Mexico Puerto USA
6%
12%
22%
19%
7% 9%
13%
18%
25%
39%
32%
34%
15%
33%
13%
39%
70%
50%
46% 48%
78%
58%
59%
44%
China Hong
Kong
India New
Zealand
PhilippinesSingapore Taiwan Thailand
Source: OMG Proprietary Millennials Study, 2011
58
They Have An Openness To Following Brands
Outside Of Their Favorite Brand List
The only brands I would consider following on Facebook or Twitter would be my
favorite brands

NEITHER AGREE
OR DISAGREE
AGREE
KEY
DISAGREE
43%
39% 39%
42%
48%
39% 37%
44% 43%
72%
43% 44%
28% 29%
33%
28% 30%
27%
31%
31% 33%
29% 29%
15%
32%
27%
31%
35%
25%
33% 32% 32%
21%
31% 30%
27% 28%
13%
25%
29%
41%
36%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
43% 41% 42%
38% 37% 36%
43%
36%
40%
30%
23%
22%
30%
23%
27%
18%
22%
27%
25%
34%
34%
37%
28%
39%
36%
46%
35% 37% 35% 36%
Argentina Brazil Canada Central Chile Columbia Ecuador Mexico Puerto USA
16%
53%
31%
41%
22%
36%
43%
30%
33%
30%
33%
28%
20%
34%
39%
36%
51%
17%
37%
31%
58%
30%
19%
34%
China Hong
Kong
India New
Zealand
PhilippinesSingapore Taiwan Thailand
Source: OMG Proprietary Millennials Study, 2011
59
Despite Believing That Friends Are Influential,
They Display Limited Confidence In The Power Of
Their Own Influence
I feel that what I buy influences the purchases of my friends

NEITHER AGREE
OR DISAGREE
AGREE
KEY
DISAGREE
43% 43%
35% 35% 32% 34%
29%
38%
35%
31%
48%
36%
26% 27%
36% 39%
34%
37%
36%
38%
41%
36% 41%
36%
28%
32%
33%
41%
21% 19%
31%
28%
31%
28% 30%
26% 24%
32%
24%
31%
42%
32%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
39%
28%
36% 38%
33%
38% 38%
34% 35%
30%
34%
32%
40%
29%
38% 29%
33%
28%
32%
38%
27%
40%
24%
32%
30%
34%
30%
38%
33% 32%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
23%
13%
24% 24%
28% 31%
9%
44%
37%
35%
46%
42%
41%
48%
30%
38%
40%
52%
30%
34%
31%
31%
62%
17%
India China Hong
Kong
Taiwan Thailand SingaporePhilippines New
Zealand
Source: OMG Proprietary Millennials Study, 2011
60
Writing Reviews Fulfils A Greater Role Than
Simply Helping Others ...
Writing Product Reviews Makes Me Feel Like I Am Helping Others

NEITHER AGREE
OR DISAGREE
AGREE
KEY
DISAGREE
29%
32%
24% 24%
31%
34%
23% 23%
34%
29%
37% 37%
23%
18%
36%
34%
36% 35%
38% 33%
38%
35%
38%
33%
31% 31%
32% 43%
34% 34%
40% 41%
31% 33%
38%
42%
28%
38%
32% 32%
44%
39%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
28%
35%
32%
37%
33%
41% 39%
31%
35% 37%
33%
26% 34%
28% 33%
25%
32%
31%
26%
36%
39% 39%
34% 35% 34% 34%
29%
38% 39%
27%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
10%
25%
28%
47%
11%
20%
28%
24%
28%
47%
30%
33%
24%
46%
42%
42%
62%
29%
42%
19%
65%
35%
30%
33%
China Hong
Kong
India New
Zealand
PhilippinesSingapore Taiwan Thailand
Source: OMG Proprietary Millennials Study, 2011
61
... They Enjoy Sharing As It Gives Them A Sense
Of Achievement
Millennials like the challenge of getting the best deal on
something they love
Justifies their spending and reduces buyers remorse
At times, the hunt can be just as gratifying as the item
itself
Feel a sense of personal achievement
Victorious, thrilling, adrenaline rush
Empowered and in control of their consumption
Excited to bring something new home
Feel a sense of social achievement
Excited to show purchase off to family and friends
Able to give advice to others

Source: OMG Proprietary Millennials Study, 2011
62
Purchases They Are Most Likely To Influence And
To Be Influenced About
In the past, for which of the following products/services have you ever posted and/or read online
product reviews (i.e. web sites where consumers can rate products and services

HOLIDAY
ACCOMMODATION/TRAVEL
PACKAGES
FINANCIAL
INVESTMENT
PORTABLE
ELECTRONICS
Source: OMG Proprietary Millennials Study, 2011
63
Millennials Are Hooked On Reading Reviews For
High Involvement Categories
In the past have you ever posted and/or read online product reviews? (High Involvement Categories)
Source: OMG Proprietary Millennials Study, 2011

READ
KEY
POST
20%
12%
15%
14%
27%
17%
21%
23%
11%
18%
31%
27% 27%
13%
63%
58%
52%
60%
56%
58%
56%
62%
66%
69%
58%
56%
60%
55%
Czech R Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
25%
20%
12%
26%
24%
22% 22%
21%
22%
11%
60%
64%
54%
57%
63%
61% 60%
64%
60%
55%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
76%
42%
75%
30%
80%
41%
44%
58%
92%
94% 93%
90%
99%
91% 92%
98%
China Hong
Kong
India New
Zealand
Philippines Singapore Taiwan Thailand
64
This Dips Slightly For Lower Involvement Categories
In the past have you ever posted and/or read online product reviews? (High Involvement Categories)
12%
9%
11%
10%
14% 13%
15% 15%
7%
10%
23%
26%
21%
8%
36%
33% 32%
35%
42%
36%
42%
38%
45%
43%
56%
48%
53%
34%
Czech R Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
14%
12%
8%
17%
14%
11%
14% 14%
17%
7%
48%
51%
35%
52%
54%
48%
52%
54%
51%
30%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
71%
46%
75%
26%
79%
38%
42%
49%
92% 93%
91%
81%
98%
87%
94%
97%
China Hong Kong India New
Zealand
Philippines Singapore Taiwan Thailand
READ
KEY
POST
65
Seeing Advertising Post-Purchase Offers
Millennials Reassurance About Their Choices
Seeing an advertisement I like for a product/service I have recently bought makes me
feel better about my purchase
Source: OMG Proprietary Millennials Study, 2011

NEITHER AGREE
OR DISAGREE
AGREE
KEY
DISAGREE
37%
43%
31%
34%
40%
30%
27%
35%
29%
23%
31%
36%
25%
22%
30%
32%
39%
39%
32%
33% 40%
33% 44%
37%
32%
33%
26%
38%
33%
25%
30%
27% 28%
37%
33% 32%
27%
40% 38%
32%
49%
41%
Czech
Republic
Denmark France Germany Greece Ireland Italy Poland Portugal Russia Saudia
Arabia
Spain Turkey UK
34%
18%
35%
23%
29%
25% 25% 23%
28%
37%
30%
28%
35%
33%
32%
29%
33% 35%
30%
42%
36%
54%
30%
44%
40%
46%
43% 42% 42%
22%
Argentina Brazil Canada Central
America
Chile Columbia Ecuador Mexico Puerto
Rico
USA
9%
35%
23%
44%
7%
24%
34%
28%
31%
43%
36%
31%
23%
39%
40%
35%
60%
22%
42%
25%
69%
38%
26%
38%
China Hong
Kong
India New
Zealand
Philippines Singapore Taiwan Thailand
66
1.
2.
CUSTOMER REVIEWS
COMPARISON
3.
4.
CUSTOMER REVIEWS
Source: OMG Proprietary Millennials Study, 2011

67
Millennials Are Still Learning How To Shop
I hate shopping
at big department
stores because I
always feel
overwhelmed..
Caryn, 18-24,
Canada
For me, shopping
has never played a
big role. The hustle
and the many
people in the
stores usually
keep me from the
there. To be
honest it's too
stressful to me.
Elisa, Germany
I was looking for a
new PC: I turned
several stores and
then I decide to
buy it in the place I
felt more confident
with, a small place
where the
salesman listened
to me .
Alex, Italy
Source: OMG Proprietary Millennials Study, 2011 68
Our Millennial Bloggers Enjoyed Discussing
Advertising
When I think of
commercials, I first
think of the TV
commercials for
Coca Cola and
iphone. I really like
those two
commercials. Coca-
Cola has always
amazing songs and
iphone commercials
are just fascinating
Nicole, Germany
Recently I noticed
the advertising of
New Yorker in
TV. The Wild West
elements and very
attractive women
with country like
music can be
remembered
easily
Michael,
Germany
The advertising is a
very important element
where I can get the
information about new
products, goods and
services. I really like
interesting ads,
extraordinary or
unusual
Natalia, Russia
"Advertising today is essential to
promote products and services especially
with the amount of competition in the
market. The New Schin TV ad caught my
attention because of its humorous
appeal. The ads for Havaianas, Ipiranga
and Sky also caught my attention for the
same reason . Web ads that pop up in
the middle of a webpage irritate me.
Outdoors ads can also catch my attention,
when I'm not driving
Jessica, Brazil
Advertising can be
annoying when
done improperly or
excessively, but it
really is an
important tool for
informing the
consumer about
new products.
Ryan, Canada
Source: OMG Proprietary Millennials Study, 2011
69
Millennials Appreciate Ads That Grab And Keep
Their Attention
Advertising that is entertaining
Smart, creative, thought provoking messages
Uses relevant humor for their age group
Ads they would want to show their friends on
YouTube
Advertising that is educational
Updates them on current product trends
Informs them of new ideas and experiences
Promotes sales and promotions (i.e., coupon
codes)
Advertising that is inclusive
Brings consumers together (i.e., Facebook page)
Invites the consumer to get involved, share their
opinion or create new products

REGARDLESS OF SEGMENT, MILLENNIALS ARE RECEPTIVE TO ADS IF THEY MEET
THE FOLLOWING REQUIREMENTS


I really like the new Old Spice
commercials because that guy is
hilarious. I think he was even
nominated for an Emmy!
LAURA, CALIFORNIA, 29


I am influenced too much by
advertisements, and other people
telling me to get something thats cool.
RYAN, NEVADA, 16
Source: OMG Proprietary Millennials Study, 2011

70
Though They Take Control Of Much Of The
Advertising They Let In
Used to being bombarded with advertising
wherever they turn
Normalized to the clutter, part of their environment
Trust their ability to filter and manage their
exposure

Dislike when advertising moves into their personal
space (e.g., pop-up ads, etc.)
Ads that distract, interrupt or surprise them
Ads that force them to view and/or waste their time

Devised strategies to protect themselves
DVR their favorite shows so they can fast-forward
through commercials
Use pop-up ad blockers
Watch / download TV programs online (i.e., Hulu,
Netflix)

Source: OMG Proprietary Millennials Study, 2011

71
They Recognise That Brands And Advertising Drive
Conversations
(Advertising is)
the way companies
make themselves
known. The best
way to
communicate their
brands and
products.
Antonella,
Argentina
A big piece of ad makes
you talk about it with
your friends, in
spontaneous way. Same
thing that drives you to
buy that product.
Yamil, Argentina
I personally enjoy
ads, but not as
much as my
husband does.
Hes a huge fan,
specially sports
ones which are
boring to me.
Victoria,
Argentina
95% of a good
ad is
inventiveness,
wit. An ad that
makes you rack
your brain a
little.
Gerardo,
Argentina)
I would also post my
own opinions on
products that I have
also purchased
online, for example I
posted my comments
on the O2 website
when I bought my
Nokia C7-00 phone
about the quality and
value for money to
let other potential
customers see
what I had thought
about my
product purchase.
Jonathon, Ireland
Source: OMG Proprietary Millennials Study, 2011
72
Their Inexperience As Shoppers Possibly Leads To
Heavy Reliance On The Opinions Of Others
When I plan to buy something I usually ask
my friends or family what are their
experiences with the brand, I also check
opinions on the web and that helps me to
decide whether the thing is worth buying. I
think that possibility to ask others about their
opinion on the brand is quite important.
Yami, Argentina
I ALWAYS ask my friends
and brother b4 buying
something. My friends
know all the brands for
gaming things and my
brother has an amazing
sense of style. So I always
ask them and take their
advice strongly into
consideration. My friends
ask me what to buy for
sports equipment.
Gabriel,
Ireland
Friends' opinion is
important to me,
but I decide myself
whether to buy that
one or another. I
do my own
research on
internet and then
decide
Giedre,
Ireland
I spend a lot of time
looking for information
before making a
purchase: the bigger
the cost is, the more
time I spend. Then, as
I work in Finance, my
friends and relatives
usually ask me for
advice about that
issue. The last brand I
recommended was
ING Direct.
Francisco, Spain
Source: OMG Proprietary Millennials Study, 2011
73
Millennials Arent Entirely What They Seem


Are impulsive

Are entitled

Only look for brands they
think are cool

Are lazy

Tell everyone what they are
thinking all the time

Are sheltered

Are self-centered

CONVENTIONAL WISDOM SUGGESTS OUR FINDINGS REVEAL
Calculating and informed shoppers who conduct a great deal of
research
Have grown up in a world of convenience; immediately reject
any part of the shopping process that turns them off

Price, quality and authenticity are also important brand
attributes
Equip themselves before making purchases; spend a lot of
effort researching and deal-hunting

Use Facebook, among other sites to reverberate their thoughts,
which amplifies their influence

Shelter each other from negative shopping experiences (e.g.,
product reviews, etc.)

Believe in causes bigger than themselves; will spend more on
products/services that are environmentally-conscious or
support a causebut they do expect a personalized
experience from brands

Millennials
Source: OMG Proprietary Millennials Study, 2011

74
Overall Key Takeaways
FINDINGS IMPLICATIONS
Invention, independence and investment
these are the key differences among
Millennials and are driven by their life stage

Millennials are digitally-inclined, but also rely
on traditional media

Open-minded when considering which brands
to purchase

Influential and outspoken the digital
democracy has empowered them to share
their opinions about brands widely and indelibly

Millennials are receptive to advertisements as
long as they feel in control


Recognize the different social and personal
payoffs they seek from their shopping experience


Keep traditional media on the plan


Appeal to this cohort in four ways: affordability,
quality, authenticity and expression

Be flexible listen, learn and adapt (e.g., buzz
monitoring, etc.)


Empower Millennials by letting them choose their
ad experience


Source: OMG Proprietary Millennials Study, 2011

75
JANUARY 2012
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