Millennials are not going to stay millennials because they’re approaching middle age and that means their younger counterparts are stepping into senior workplace roles. In return, greater financial independence, opening the door to products they couldn’t previously afford.
Moreover, they gradually spend more time using online media, their overall time online is also lower than it was pre-COVID-19. Furthermore, social media is central to their purchase journey more than Gen Z in certain ways.
Let’s go through this Millennials report and know all about it…
Let’s take a look at millennials in 2022…
Millennials are a diverse bunch and a key target for brands. Looking back at 2015, brands had a different look about them, most of them were single, and few had married or had children, on the other hand, many of them worked full/part-time roles or even owned houses, however, as of Q1 2022, it’s clear to see how quickly some of these things have changed.
The chart below shows how millennials are getting on, let’s check it:
Well, millennials have a very unique attitude when it comes to financing and money, however, there are some similarities to Gen Zs.
Note that, they have now greater spending power, and that means although they’re still cautious about saving, they’re also more inclined to spend, leading them to make impulsive decisions from time to time.
Let’s check the chart below:
For more insights and information, check the full report here.
All figures in this report are drawn from GWI’s online research among internet users aged 16-64. Our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent and educated than the total population. Each year, GWI interviews over 700,000 internet users aged 16-64 via an online questionnaire for our Core dataset.
A proportion of respondents complete a shorter version of this survey via mobile, hence the sample sizes presented in the charts throughout this report may differ as some will include all respondents and others will include only respondents who completed GWI’s Core survey via PC/ laptop/tablet.