Millennials are a generation that is highly educated, self-confident, technologically savvy and ambitious. Once millennials do make their choices in products and services, they expect them to have as much personalization and customization features as possible to meet their changing needs, interests, and tastes.
Millennials, on the other hand, are a relatively new and continuously evolving group of consumers. The way that they shop and pay for things is very different from the way that their parents and grandparents shop and pay for things. They receive information in different, technology-driven ways.
Their different values systems have led to lifestyles that emphasize different things. All this makes for a different type of consumer, at least when compared to past generations. Many industries are changing the way that they operate to better suit the needs and values of Millennials, making it important for other industries to not get left behind.
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Data were driven by GWI interviews over 350,000 internet users aged 16-64 via an online questionnaire, a proportion of respondents completed 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 GlobalWebIndex’s Core survey via PC, laptop or tablet.