Millennials A Global Generation

JANUARY 2012
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
The Millennials Are The First Generation To Come

Of Age In The 21st Century
Also called
CHILDREN OF THE BOOMERS

Confident, self-expressive, liberal,
upbeat and open to change
1981-1995
ages 15-29
Generation Next
born between
Digital
Natives
We Researched Millennials in 32 Markets
UK
DENMARK
GERMANY
IRELAND
CANADA
POLAND
CZECH
REPUBLIC
FRANCE
USA
PORTUGAL
RUSSIA
ITALY
SPAIN
GREECE
TURKEY
CHINA
SAUDI ARABIA
MEXICO
HONG KONG
PUERTO RICO
PHILIPPINES
INDIA
CENTRAL AMERICA
THAILAND
COLUMBIA
SINGAPORE
ECUADOR
BRAZIL
AUSTRALIA
CHILIE
ARGENTINA
NEW ZEALAND
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
5
Source: OMGs Proprietary Millennials Study, 2011
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
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
The First Global Youth Generation
Great Social And Technological Revolutions Have

Shaped Their Lives
MID/LATE 1980S
EARLY/MID 1990S
LATE 1990S/EARLY 2000S
MID/LATE 2000S
CHILDHOOD
ADULTHOOD
dot-com
bubble
9
Source: OMG Proprietary Millennials Study, 2011
Mobile
internet
Boom
Rebels With A Cause
10
As With Previous Youth Generations, They Come

Ready Labelled
Impulsive
Privileged
Entitled
Lazy
Short attention spans
Sheltered
Self-centered
11
Source: Quick Straw Poll Amongst Older People!
Across The World The Economic Downturn Forces

Them To Live At Home For Longer Than Previous
Generations
2%
9%
6%
18%
19%
2%
23%
12%
17%
1%
16%
3%
23%
16%
1%
21%
7%
19%
13%
3%
18%
18%
3%
9%
9%
12%
5%
7%
18%
48%
49%
15%
46%
19%
12%
26%
47%
54%
72%
Greece
Ireland
Italy
Poland
Portugal
Russia
3%
4%
3%
15%
2%
13%
6%
7%
7%
3%
8%
5%
8%
4%
11%
5%
8%
3%
9%
3%
7%
4%
8%
18%
6%
8%
3%
14%
13%
2%
11%
8%
12%
21%
16%
3%
10%
4%
7%
14%
26%
17%
43%
51%
Puerto
Rico
USA
18%
20%
61%
41%
Brazil
Canada
54%
55%
Central
America
Chile
61%
63%
Columbia Ecuador
60%
Mexico
12%
16%
16%
49%
50%
49%
Spain
Turkey
UK
1%
10%
8%
14%
64%
Germany
13%
1%
8%
10%
20%
2%
11%
8%
12%
4%
5%
3%
9%
43%
France
17%
Argentina
3%
6%
3%
18%
39%
Czech Denmark
Republic
48%
18%
1%
11%
5%
17%
3%
6%
7%
42%
31%
4%
13%
4%
14%
1%
5%
6%
8%
9%
Saudia
Arabia
KEY
17%
LIVING WITH
PARENTS
SPOUSE AND
CHILDREN
SPOUSE
FLATMATES
0%
11%
14%
1%
4%
1%
7%
3%
13%
0%
7%
7%
6%
9%
4%
5%
20%
1%
6%
1%
7%
1%
3%
2%
6%
7%
2%
11%
12%
2%
3%
15%
11%
1%
10%
15%
3%
4%
ALONE
13%
85%
84%
71%
51%
80%
70%
66%
43%
OTHER
China
Hong
Kong
India
New
Zealand
Philippines
Singapore Taiwan
12
Thailand
Millennials In Asia Are More Likely To Stay In

Education Longer
6%
0%
18%
8%
13%
13%
1%
6%
6%
11%
8%
13%
13%
9%
UK
6%
0%
15%
5%
26%
26%
9%
11%
32%
23%
16%
Germany
France
8%
9%
1%
15%
16%
8%
8%
15%
22%
Italy
5%
15%
4%
15%
Argentina
0%
1%
2%
65%
19%
Brazil
2%
0%
2%
0%
4%
45%
46%
China Hong Kong
35%
28%
Spain
Portugal
14%
10%
8%
Canada
Central
America
Chile
3%
0%
6%
4%
12%
0%
4%
0%
9%
44%
10%
4%
16%
16%
Ireland
13%
12%
3%
16%
36%
24%
19%
Columbia Ecuador
1%
0%
3%
2%
5%
1%
0%
4%
3%
3%
32%
8%
0%
11%
6%
11%
37%
10%
0%
10%
8%
6%
8%
6%
13%
15%
31%
40%
11%
1%
KEY
24%
10%
8%
18%
STUDENT
27%
27%
Greece
12%
17%
Denmark
Russia
6%
10%
5%
25%
24%
8%
6%
21%
Mexico
26%
25%
27%
29%
Poland
Czech
Republic
Turkey
Saudia
Arabia
FULL TIME
(35+) HOURS)
3%
18%
13%
20%
35%
PART TIME
(>35 HOURS)
30%
11%
16%
Puerto
Rico
USA
UNEMPLOYEED
(SEEKING)
7%
0%
4%
2%
4%
31%
UNEMPLOYED
(NOT SEEKING)
44%
56%
52%
21%
India New Zealand

PhilippinesSingapore Taiwan
13
17%
46%
26%
18%
6%
0%
9%
6%
24%
65%
42%
13%
3%
12%
9%
30%
44%
43%
7%
0%
20%
19%
28%
18%
1%
4%
1%
6%
9%
10%
5%
15%
37%
14%
9%
1%
21%
26%
22%
8%
33%
32%
16%
21%
47%
32%
8%
1%
13%
4%
11%
29%
41%
38%
23%
13%
0%
11%
9%
27%
42%
41%
14%
7%
15%
Thailand
PREFER NOT TO
ANSWER
We Found A Generation Striving Against

Economic Uncertainty
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.
I lost my job when I

got pregnant, and
with my husbands
salary we cant
save anything. We
survive with strict
budgeting.
Milena , Spain
Sergio, Portugal
14
Our main
dream is to
start a family.
We cant
think about
this yet with
the economic
recession.
Cristina,
Spain
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
However They Display Real Self-Belief That They Will

Succeed
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
I work half days to

pay my studies, I
study part-time so I
can find real work
(Simone), Italy
15
Over the
summer I'm
working pretty
much full time
with my two
jobs I hold at
the sports
centre
Josh, UK
My main goals
consist of obtaining
a masters degree
before being
admitted into a PhD
program.
Kalyna, 15-17.
Canada
Its Not All About The Money, Money, Money
Having the latest

products/services
TOP CRITERIA
FOR DEFINING
SUCCESS
Owning a large home

Achieving fame
Earning a high degree
academically
Meeting the goals I

have set for myself
Having a work/life
balance
Feeling as though I
have contributed to my
community
Making a good
salary
Having
influence/power
Achieving inner
peace
Being debt free
Being respected by
my peers
BOTTOM CRITERIA
FOR DEFINING
SUCCESS
The accomplishments
of my family
Gaining the most out
of my life
16
Family, good
education, having
a successful career
and friends you can
count on are things
I value most in life
Michael, Germany
Millennials Are More Interested In Philanthropic

Celebrity Culture
I admire all those who

do good for others
regardless of color,
race, ethnicity or
social class
Jessica, Brazil
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
17
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
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
We Found A Generation Concerned In The Bigger

Picture
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
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
18
The world
makes me feel
optimistic, I trust
on organizations
as UN and EU.
And medical
research is
progressing
fast.
Javier, Spain
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
What is going on in
America worries me
because the central
bankers and
globalists are ruining
a once great
country.
Shawn, Canada
People are
increasingly greedy,
and war, terrorism,
recessions and other
factors threaten
everyones future
Jordan, Canada
Environmental Concerns Are Much Stronger

Amongst Millennials In Asia
I am much more likely to shop at stores or buy products from companies that are environmentally conscious Top 2 Box Agree
80
68%
60
50%
47%
%
40%
40
45%
43%
39%
39%
32%
31%
31%
30%
26%
20
21%
17%
19
29%
28%
25%
24%
28%
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
Singapore
22%
India
39%
Thailand
18%
Canada
22%
Spain
28%
Argentina
30%
Turkey
39%
Philippines
70%
Saudi Arabia
32%
Brazil
34%
USA
26%
Mexico
33%
Chile
29%
Russia
30%
China
46%
Hong Kong
18%
Germany
23%
New
Zealand
15%
France
23%
20
Taiwan
21%
Mixed Expectations That Brands Should Have Strong

Environmental And Cultural Policies
I somewhat disagree
with brands being
obligated to act
socially responsible,
its not wrong but
neither is it the
brands role.
Gerardo, Argentina
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
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 reckon social
commitment
has a vital
importance for
a brand.
Antonella,
Argentina
21
Its very
important for
me, that a brand
acts responsibly
. Adidas stands
up against
racism
Michael,
Germany
If there's only
one cheap
option, and that
brand is
involved in
something bad,
I don't really
care.
Graham M18
24 Ireland
Brands such as
Lush and Kiehls
promote recycling,
human rights and
reducing the carbon
footprint
Bianca, UK
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
The First Youth Generation Globally Connected By

Technology
From the moment

I wake up till I go
to sleep, Im online and connected
to media. Social
media on Internet,
TV shows, my cell
phone, I cant live
without them.
Antonella,
Argentina
Im permanently
connected to the
internet at work,
both for
professional and
personal issues.
At evening, I
watch TV and log
my social
networks.
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
Cristina,
Spain
22
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
I usually spend 5
to 6 hours on
Facebook daily,
either on my iPad
or iPhone.
Fauzia, Canada
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
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 love shopping! I
save my money
mainly to go
shopping or to buy
something online
Nicole, Germany
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
24
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
I know I sound
rather girly for
saying this but
shopping is
without doubt
one of my
favourite
things...
Josh, UK
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
Millennials Are Quite Particular About What Their

Shopping Experience Should Be
MILLENNIALS DEMAND CONTROL OF THEIR SHOPPING EXPERIENCE
Non-existent customer service,
Inconvenience
Crowded stores
Disorganized, messy stores,
staff shortage
Pushy, rude sales people

Lazy, uninformed sales people
Long lines
Lack of stock, size
displays
Unreasonable return policy

Damaged goods
No discounts
Freedom!
Feel no pressure to purchase
Feel in charge, confident
Feel victorious!
Free to touch, explore, experience product

Feel relaxed, stress-free
Feel optimistic, excited, have fun
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?
Restrict my
selection
Restrict my
payment method
FREEDOM & FEEL IN

CONTROL
Extra cost
See-feel-touch!
Inconvenient
Able to buy
immediately!
Make me wait!
Able to compare
price!
Shop at my own
pace!
Able to enjoy
companion of others
RESTRICTS AND
INCONVENIENCE
Is entertaining
26
Age Plays A Distinct Role In Millennials Attitudes

Toward Spending And Saving
SEEKING AUTONOMY!
Life Explorers
INVENTION
15-17 YEARS OLD
Life Embarkers
INDEPENDENCE
18-24 YEARS OLD
Shopping is a way of
exploring themselves both
personally and socially
Shopping is a way of
expressing their
independence
SPEND WHAT YOU GET!
ENJOY WHAT YOU MAKE!

27
Life Establishers
INVESTMENT
25-29 YEARS OLD
Shopping is a way of investing
in what is important
INVEST MORE OF
WHAT YOU EARN!
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
85%
80%
73%
67%
63%
57%
51%
63%
58%
52%
49%
43%
Czech Denmark
Republic
France
Germany
Greece
Ireland
Italy
Poland
Portugal
76%
72%
65%
68%
68%
67%
66%
Russia
72%
56%
Argentina
Canada
Central
America
Chile
88%
Columbia
Ecuador
Mexico
Puerto
Rico
60%
57%
Taiwan
Thailand
84%
77%
65%
64%
China
Hong Kong
India
New
Zealand
74%
69%
Phillipines Singapore
28
USA
Saudia
Arabia
53%
Spain
Turkey
UK
Shopping Is Often A Solo Experience
31%
23%
24%
22%
20%
France
Germany
Greece
Ireland
20%
Czech Denmark
Republic
26%
Italy
33%
Poland
36%
29%
Portugal
Russia
52%
23%
Argentina
27%
27%
Brazil
Canada
22%
25%
25%
23%
24%
25%
Central
America
Chile
Columbia
Ecuador
Mexico
Puerto
Rico
85%
57%
53%
China
Hong Kong
46%
41%
38%
India
New
Zealand
Phillipines Singapore
How often do you shop with other people, ie family, friends? Top 2 Boxes
29
42%
45%
Taiwan
Thailand
USA
21%
22%
19%
22%
Saudia
Arabia
Spain
Turkey
UK
Across Markets Millennials Prefer To Spend Money

On Technology
CHINA
INDIA
14%
UK
23%
28%
21%
17%
17%
20%
14% 15%
31%
26%
USA
26%
18%
18%
31%
KEY
BRAZIL
Clothes and accessories

Computers/computer
accessories
13% 12%
0%
15%
16%
22%
26%
Travel and tourism

Automobiles
15%
21%
17%
36%
Home decor
Home appliances
37%
Home electronics
Portable electronics
Groceries
After purchasing necessities, which of the following products/services do you

MOST prefer to spend your money on? Please select up to three choices
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
22%
24%
35%
35%
31%
39%
34%
37%
23%
27%
32%
32%
France
Germany
Greece
Ireland
39%
37%
34%
23%
39%
35%
37%
39%
33%
32%
29%
41%
34%
KEY
32%
32%
37%
DISAGREE
42%
Czech Denmark
Republic
25%
35%
38%
41%
36%
40%
40%
Poland
Portugal
25%
Italy
28%
33%
39%
Russia
Saudia
Arabia
Spain
27%
28%
Turkey
UK
NEITHER AGREE
OR DISAGREE
37%
27%
16%
33%
36%
34%
36%
32%
40%
37%
34%
28%
33%
Argentina
31%
32%
31%
33%
34%
Canada
Central
America
Chile
36%
30%
33%
33%
35%
36%
20%
24%
Columbia Ecuador
27%
21%
38%
38%
29%
34%
39%
China
31%
49%
16%
Hong
Kong
28%
India
Mexico
46%
57%
37%
25%
25%
42%
50%
30%
50%
45%
Brazil
31%
28%
35%
36%
15%
New
Phillipines Singapore Taiwan
Zealand
31
24%
Thailand
33%
Puerto
Rico
USA
AGREE
Naturally Some Do Shop Impulsively
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
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
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
Source: OMG Proprietary Millennials Study,

32 2011
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
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
Every summer I
get a job on a fulltime, 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
Milliennials Show Strong Interest In Planning For

Their Future Financially
Philippines
68%
SA
28%
NZ
42%
33
44%
Turkey
Spain 32%
Argentina 35%
Thailand 35%
37%
Germany
39%
Mexico
40%
Hong Kong
41%
China
42%
I consider myself a saver rather than a spender

USA
45%
Russia
50%
Canada
France
43%
41%
Taiwan
43%
Chile
46%
Brazil
44%
Singapore
India
43%
They Are Wary Of Debt And Understand The Need To

Save For The Future
Im currently
working four parttime 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 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
Source: OMG Proprietary Millennials Study,

34 2011
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 1824, Ireland
I save pretty
much
everything I
earn...I value
money a lot
now I know
how hard it is to
earn it,
Josh, UK
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
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
Where do you typically first hear about each of the following products/services?
80%
70%
60%
50%
40%
High
30%
20%
Low
10%
0%
Source: OMG Proprietary Millennials Study, 2011 (Average across 32 markets)
37
Television Is Also Gen X-ers First Source Of New

Product News
Where do you typically first hear about each of the following products/services?
80%
70%
60%
50%
40%
HIGH
30%
20%
LOW
10%
0%
Source: OMG Proprietary Millennials Study, 2011 (Average across 32 markets)
38
2.
CUSTOMER REVIEWS
COMPARISON
39
Offline Word Of Mouth Dominates When Researching

Potential Purchases
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
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%
Please indicate how useful each of the following sources are when researching products/services you are considering
purchasing? Average across 32 markets
40
MILLENNIALS RELY HEAVILY ON INTERNET

RESEARCH
KEY
HIGH
50%+
MEDIUM
20-49%
Brazil
Germany
Hong Kong
China
LIGHT
>20%
India
Singapore
UK
Percent that you research products / services online - Generally speaking, when researching a
product / service you are considering purchasing, approximately what percentage of your research
41
happens on the internet, compared to offline.
USA
Lack Of Evidence Of Short Attention Spans When It

Comes To Researching Purchases
MILLENNIALS
GEN X
USA
High (Computers & Accessories)
Medium (Clothes/Shoes/Accessories)
Low (Groceries)
0%
20%
40%
60%
80%
100%
0%
50%
100%
0%
50%
100%
BRAZIL
High (Computers & Accessories)
Medium
(Clothes/Shoes/Accessories)
Low (Groceries)
0%
20%
40%
60%
= < 1 week
On average, please indicate approximately how much time in total you spend researching each of
the following products/services, before making an actual purchase
42
80%
100%
= 1-4 weeks
= 4+ weeks
= no research
Product Reviews Are Critical To Millennials

Purchasing Choices
KEY
40%
39%
20%
40%
33%
27%
Czech Denmark
Republic
37%
44%
45%
39%
39%
34%
40%
17%
21%
21%
27%
France
Germany
Greece
Ireland
43%
46%
41%
33%
37%
36%
38%
35%
35%
29%
33%
43%
46%
38%
37%
19%
17%
Turkey
UK
57%
26%
36%
19%
21%
22%
17%
Italy
Poland
Portugal
Russia
Saudia
Arabia
31%
Spain
DISAGREE
NEITHER AGREE
OR DISAGREE
16%
49%
37%
56%
50%
47%
29%
26%
35%
18%
24%
21%
18%
Argentina
Brazil
Canada
Central
America
Chile
45%
43%
39%
63%
32%
29%
China
Hong
Kong
49%
29%
30%
33%
26%
24%
India
22%
27%
Columbia Ecuador
59%
58%
58%
27%
32%
32%
14%
11%
10%
19%
24%
Mexico
Puerto
Rico
USA
48%
35%
44%
12%
47%
50%
22%
8%
43%
34%
39%
29%
49%
27%
38%
New PhilippinesSingapore Taiwan

Zealand
15%
Thailand
When I am researching a product/service that I am considering purchasing, product

43 reviews play a large role in
my decision about what to buy
AGREE
Whilst Ownership Levels Of Smart Phone Are Similar,

Millennials Are More Likely Than Gen X-ers To Use
Shopping And Price Comparison Apps
Brazil
Germany
Greece
Italy
Mexico
Gen X
Gen Y
Poland
Russia
Spain
Turkey
UK
0%
10%
20%
30%
40%
50%
60%
Please indicate how often, if at all, you use the following apps (mobile applications)
or functions on a
44
mobile device (i.e., cell phone, iPad, etc.) - Shopping/Price comparison
70%
80%
90%
CUSTOMER REVIEWS
COMPARISON
3.
45
Millennials Make More Of Their Purchases In-Store

Verus Online
KEY
42%
24%
22%
HIGH
50%+
42%
27%
27%
17%
49%
51%
MEDIUM
20-49%
China
14%
13%
23%
27%
63%
60%
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? 46
LIGHT
>20%
In-Store Offers Immediacy And Convenience

Around Payment Methods
Allows me to buy the product immediately (i.e., do not need to wait for
delivery)
56%
Does not have shipping costs
54%
Allows me to see products in person (i.e., can see/feel the product, etc.)
53%
Is entertaining
44%
Makes me feel more comfortable than when I pay than online
42%
Allows me to use cash
40%
Allows me to get cash back at the checkout
33%
Saves me time
32%
Is an opportunity to spend time with other people
32%
Allows me to better compare prices than online
31%
Makes it easy to find sales
28%
Is more convenient
26%
Allows me to shop for things I would not otherwise be able to find
26%
Offers a larger selection than online
25%
Is less expensive than online shopping
18%
I do not shop in stores

Other, please specify
For what reason(s) do you prefer shopping in a store, instead of on the internet?
47
6%
1%
Online Shopping Allows Millennials To Shop

Around For Value
Allows me to compare prices
Saves me time
Allows me to shop for things I would not otherwise be able to find
Is more convenient
Makes it easy to find sales
Is less expensive than shopping in a store
Offers a larger selection than what I can find in a store
Allows me to ship products wherever I want
Saves me money on gas
Still allows me to use my debit card
Is entertaining
Still allows me to use my credit card
Avoids sales tax
I do not shop online
Other, please specify
For what reason(s) do you prefer shopping on the internet, instead of in a store?
48
Millennials More Likely To Buy Experiences Online

Holiday accommodation
Holiday travel/package
Music
Computers/accessories
Portable electronics
Financial investment
Clothing, shoes, accessories
Toys, hobbies, sporting goods

Percent that you purchase products / services online (> 50%)
49
Millennials Feel Confident About Online Shopping
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 started doing
online shopping
just recently.
Bag, slippers,
shoes, clothes,
household goods
are the products I
have bought on
internet.
Burcu, Turkey
50
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 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
Friends Are Their Key Influence On Purchases
Celebrity or expert endorsements
Store Clerk
Brothers and sisters
In store displays/signs
Ad
Parents
Spouse/Partner
Boyfriend
Friends
0%
5%
10%
15%
20%
25%
Please indicate how much influence you feel each of the following have on what you choose to
purchase.
51
30%
35%
40%
45%
50%
Millennials Are Open To Having A Relationship

With Brands That Fit Some Of Their Basic Criteria
AUTHENTICITY
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
QUALITY
AFFORDABILITY
BRANDS SHOULD
BRAND
TRUST
Offer good value

Have sales / promotions and
communicate it to their customers
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
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
52
52 /
Millennials Seek Out Price, Value And Reputation
Have advertising
that is appealing to
me
TOP
REASONS
3%
I see/hear
advertising for
Save me money
4%
32%
Are cooler than

other brands
Last longer than

other brands
4%
31%
Support a cause I
believe in
Have a good
reputation
4%
I like the logo

5%
31%
Are better quality
than other brands
29%
BOTTOM
I trust
REASONS
26%
Please indicate why you buy the brands that you do.
53
Friends And Family Are Primary Influencers Of

Change In Brand Consideration
The brand was sold or
packaged with another
product
9%
TOP
REASONS
I got a larger quantity

than the brand I
typically buy
10%
A family member
suggested I try it
36%
The brand supports a

cause I believe in
12%
A friend suggested I
try it
35%
The brand gave me a

sense of nostalgia
It was of a better
quality than the brand
I typically buy
15%
33%
I recognize the brand

from an advertisement
The brand/company
has a good reputation
15%
A free sample was
included with the
purchase
29%
It offered more choices
than other brands in
the category
17%
BOTTOM
27%
REASONS
It offers a money back

guarantee
27%
Please indicate why you buy the brands that you do.
54
When It Comes To Brand Choice There Are Key

Differences Among Millennial Subgroups
Life Embarkers
Life Explorers
15-17 YEARS OLD
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
Life Establishers
18-24 YEARS OLD
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

55
CUSTOMER REVIEWS
COMPARISON
CUSTOMER REVIEWS
4.
Source: OMDs Proprietary Millennials Study, 2011
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
KEY
52%
40%
49%
50%
55%
48%
39%
54%
53%
33%
27%
54%
65%
28%
33%
25%
23%
34%
28%
Czech Denmark
Republic
32%
28%
31%
17%
18%
16%
22%
France
Germany
Greece
Ireland
39%
53%
50%
26%
32%
21%
18%
Turkey
UK
30%
30%
22%
33%
13%
20%
17%
13%
Italy
Poland
Portugal
Russia
Saudia
Arabia
31%
Spain
DISAGREE
NEITHER AGREE
OR DISAGREE
51%
61%
53%
54%
53%
55%
29%
25%
29%
23%
45%
63%
30%
25%
21%
18%
18%
Argentina
Brazil
Canada
50%
46%
21%
Central
19%
Chile
Columbia Ecuador
58%
78%
32%
39%
China
Hong
Kong
22%
India
19%
Mexico
39%
15%
7%
33%
13%
9%
13%

Zealand
When I hear about good deals, I like to spread the word to my friends
21%
59%
34%
25%
12%
25%
44%
48%
70%
22%
58
55%
33%
24%
24%
6%
45%
18%
Thailand
13%
Puerto
29%
16%
USA
AGREE
They Have An Openness To Following Brands

Outside Of Their Favorite Brand List
25%
33%
33%
32%
32%
28%
30%
27%
21%
13%
31%
30%
31%
33%
31%
27%
29%
28%
25%
15%
32%
29%
29%
KEY
41%
36%
31%
35%
28%
29%
Turkey
UK
27%
72%
43%
39%
Czech Denmark
Republic
39%
42%
France
Germany
48%
Greece
39%
37%
44%
Ireland
Italy
Poland
Portugal
DISAGREE
43%
43%
Russia
Saudia
Arabia
44%
Spain
NEITHER AGREE
OR DISAGREE
34%
37%
23%
22%
28%
39%
36%
23%
27%
38%
37%
30%
43%
41%
42%
Argentina
Brazil
Canada
Central
Chile
17%
37%
51%
36%
43%
Columbia Ecuador
35%
27%
25%
36%
40%
Mexico
19%
34%
39%
34%
36%
20%
53%
31%
16%
Hong
Kong
22%
37%
58%
30%
28%
China
35%
18%
30%
31%
33%
33%
46%
India
41%
36%
43%
22%

Zealand
30%
Thailand
The only brands I would consider following on Facebook or Twitter would be my

favorite brands
59
Puerto
36%
34%
AGREE
30%
USA
Despite Believing That Friends Are Influential,

They Display Limited Confidence In The Power Of
Their Own Influence
21%
36%
19%
31%
28%
34%
37%
31%
28%
30%
36%
38%
41%
39%
26%
36%
24%
41%
32%
24%
31%
42%
43%
Czech Denmark
Republic
35%
35%
32%
34%
29%
France
Germany
Greece
Ireland
Italy
KEY
28%
32%
36%
33%
43%
32%
48%
38%
35%
31%
Poland
Portugal
Russia
Saudia
Arabia
41%
DISAGREE
36%
Spain
26%
27%
Turkey
UK
NEITHER AGREE
OR DISAGREE
24%
27%
32%
30%
34%
30%
29%
38%
29%
33%
36%
38%
33%
38%
38%
Canada
Central
America
Chile
30%
34%
31%
40%
34%
40%
32%
39%
Argentina
40%
28%
Brazil
Columbia Ecuador
37%
62%
46%
42%
41%
24%
24%
28%
Hong
Kong
Taiwan
48%
31%
35%
23%
India
13%
China
33%
32%
28%
32%
38%
34%
35%
30%
Mexico
Puerto
Rico
USA
AGREE
17%
31%
52%
38%
30%
38%
44%
9%
Thailand SingaporePhilippines
I feel that what I buy influences the purchases of my friends

60
New
Zealand
Writing Reviews Fulfils A Greater Role Than

Simply Helping Others ...
34%
34%
36%
34%
31%
33%
38%
33%
40%
41%
36%
35%
24%
24%
31%
34%
France
Germany
Greece
Ireland
28%
38%
42%
38%
35%
KEY
38%
38%
32%
32%
31%
31%
33%
44%
39%
32%
43%
DISAGREE
29%
32%
Czech Denmark
Republic
23%
23%
Italy
Poland
34%
Portugal
29%
Russia
37%
Saudia
Arabia
37%
Spain
23%
18%
Turkey
UK
NEITHER AGREE
OR DISAGREE
39%
33%
28%
Argentina
39%
34%
35%
34%
26%
34%
28%
33%
35%
32%
37%
33%
Brazil
Canada
Central
America
Chile
29%
41%
11%
India
20%
31%
26%
31%
35%
37%
Mexico
Puerto
Rico
USA
36%
30%
33%
42%
42%
28%
24%

Zealand
Writing Product Reviews Makes Me Feel Like I Am Helping Others

39%
24%
28%
10%
39%
Columbia Ecuador
46%
47%
Hong
Kong
32%
61
27%
38%
65%
30%
28%
China
25%
35%
33%
25%
29%
19%
42%
62%
47%
34%
Thailand
AGREE
... 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
62
Purchases They Are Most Likely To Influence And

To Be Influenced About
HOLIDAY
ACCOMMODATION/TRAVEL
PACKAGES
FINANCIAL
INVESTMENT
PORTABLE
ELECTRONICS
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
63
Millennials Are Hooked On Reading Reviews For

High Involvement Categories
63%
60%
58%
56%
52%
15%
12%
58%
56%
31%
27%
20%
17%
14%
23%
21%
KEY
69%
66%
62%
58%
60%
56%
27%
55%
27%
18%
13%
11%
POST
Czech R Denmark
France
Germany
Greece
64%
60%
Ireland
63%
26%
25%
61%
57%
54%
Poland
Portugal
64%
60%
22%
22%
22%
21%
Brazil
11%
Canada
94%
92%
76%
Central
America
Chile
Columbia Ecuador
99%
93%
Mexico
USA
98%
92%
91%
90%
Puerto
Rico
80%
75%
58%
42%
41%
44%
30%
China
Hong
Kong
India
New
Zealand
Philippines Singapore
Taiwan
Saudia
Arabia
Spain
Turkey
UK
READ
60%
12%
Argentina
Russia
55%
24%
20%
Italy
Thailand
In the past have you ever posted and/or read online product reviews? (High Involvement Categories)
64
This Dips Slightly For Lower Involvement Categories

56%
42%
42%
36%
33%
32%
43%
38%
36%
35%
34%
23%
12%
11%
9%
Czech R Denmark
14%
10%
France
Greece
Ireland
21%
10%
7%
Germany
26%
KEY
15%
15%
13%
53%
48%
45%
Italy
Poland
Portugal
8%
Russia
Saudia
Arabia
Spain
Turkey
UK
POST
54%
52%
51%
48%
54%
52%
48%
51%
35%
30%
17%
14%
12%
Argentina
Canada
93%
Central
America
7%
Columbia Ecuador
98%
91%
81%
75%
71%
Chile
46%
38%
Mexico
42%
Puerto
Rico
97%
94%
87%
79%
17%
14%
14%
11%
8%
Brazil
92%
14%
49%
26%
China
Hong Kong
India
New
Zealand
Taiwan
Thailand
65
In the past have you ever posted and/or read online product reviews? (High Involvement Categories)
USA
READ
Seeing Advertising Post-Purchase Offers

Millennials Reassurance About Their Choices
33%
30%
25%
30%
32%
39%
27%
28%
37%
33%
33%
40%
32%
39%
32%
33%
27%
40%
44%
37%
38%
32%
KEY
32%
49%
41%
33%
26%
38%
DISAGREE
37%
43%
Czech Denmark
Republic
31%
34%
40%
France
Germany
Greece
30%
27%
Ireland
Italy
35%
Poland
29%
23%
Portugal
Russia
31%
36%
Saudia
Arabia
Spain
25%
22%
Turkey
UK
NEITHER AGREE
OR DISAGREE
22%
30%
36%
44%
54%
40%
46%
43%
42%
42%
35%
30%
23%
28%
Mexico
Puerto
Rico
42%
35%
30%
33%
32%
29%
33%
28%
AGREE
35%
34%
18%
Argentina
Brazil
Canada
22%
23%
29%
Central
America
Chile
25%
31%
43%
35%
44%
38%
40%
35%
39%
23%
24%
23%
9%
China
26%
69%
36%
31%
25%
Columbia Ecuador
38%
42%
60%
25%
34%
28%
Taiwan
Thailand
7%
Hong
Kong
India
New
Zealand
Seeing an advertisement I like for a product/service I have recently bought makes me

feel better about my purchase
66
37%
USA
2.
CUSTOMER REVIEWS
COMPARISON
1.
3.
CUSTOMER REVIEWS
4.
67
Millennials Are Still Learning How To Shop
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
I hate shopping
at big department
stores because I
always feel
overwhelmed..
Caryn, 18-24,
Canada
68
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
Our Millennial Bloggers Enjoyed Discussing

Advertising
"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
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 can be
annoying when
done improperly or
excessively, but it
really is an
important tool for
informing the
consumer about
new products.
Ryan, Canada
69
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
When I think of
commercials, I first
think of the TV
commercials for
Coca Cola and
iphone. I really like
those two
commercials. CocaCola has always
amazing songs and
iphone commercials
are just fascinating
Nicole, Germany
Millennials Appreciate Ads That Grab And Keep

Their Attention
REGARDLESS OF SEGMENT, MILLENNIALS ARE RECEPTIVE TO ADS IF THEY MEET
THE FOLLOWING REQUIREMENTS
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
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
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)
71
They Recognise That Brands And Advertising Drive

Conversations
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
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
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
72
(Advertising is)
the way companies
make themselves
known. The best
way to
communicate their
brands and
products.
Antonella,
Argentina
95% of a good
ad is
inventiveness,
wit. An ad that
makes you rack
your brain a
little.
Gerardo,
Argentina)
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
73
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
Millennials Arent Entirely What They Seem

CONVENTIONAL WISDOM SUGGESTS
OUR FINDINGS REVEAL
Millennials
Are impulsive
Calculating and informed shoppers who conduct a great deal of

research
Are entitled
Have grown up in a world of convenience; immediately reject

any part of the shopping process that turns them off
Only look for brands they

think are cool
Price, quality and authenticity are also important brand

attributes
Are lazy
Equip themselves before making purchases; spend a lot of

effort researching and deal-hunting
Tell everyone what they are

thinking all the time
Use Facebook, among other sites to reverberate their thoughts,

which amplifies their influence
Are sheltered
Shelter each other from negative shopping experiences (e.g.,

product reviews, etc.)
Are self-centered
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
74
Overall Key Takeaways

FINDINGS
IMPLICATIONS
Invention, independence and investment

these are the key differences among
Millennials and are driven by their life stage
Recognize the different social and personal

payoffs they seek from their shopping experience
Millennials are digitally-inclined, but also rely

on traditional media
Keep traditional media on the plan
Open-minded when considering which brands

to purchase
Appeal to this cohort in four ways: affordability,

quality, authenticity and expression
Influential and outspoken the digital

democracy has empowered them to share
their opinions about brands widely and indelibly
Be flexible listen, learn and adapt (e.g., buzz

monitoring, etc.)
Millennials are receptive to advertisements as

long as they feel in control
Empower Millennials by letting them choose their

ad experience
75
JANUARY 2012
76

Millennials A Global Generation

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Millennials A Global Generation

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JANUARY 2012

Youth cannot know how age thinks and

The Millennials Are The First Generation To Come

CHILDREN OF THE BOOMERS

We Researched Millennials in 32 Markets

We conducted quantitative and qualitative research :

Online blogs in 22 markets

Conducted in Summer 2011

We Aimed Our Research At Focusing On Their

Evaluate Millennials attitudes and behaviors about shopping

The First Global Youth Generation

Great Social And Technological Revolutions Have

LATE 1990S/EARLY 2000S

Rebels With A Cause

As With Previous Youth Generations, They Come

Across The World The Economic Downturn Forces

Source: OMG Proprietary Millennials Study, 2011

Millennials In Asia Are More Likely To Stay In

China Hong Kong

India New Zealand

We Found A Generation Striving Against

Unfortunately, it has been

I lost my job when I

However They Display Real Self-Belief That They Will

The only way I can reach any

I work half days to

Its Not All About The Money, Money, Money

Having the latest

Owning a large home

Meeting the goals I

Being debt free

Source: OMG Proprietary Millennials Study, 2011

Millennials Are More Interested In Philanthropic

I admire all those who

One famous person I do

People who are

The people I admire

We Found A Generation Concerned In The Bigger

I believe that the

Im very worried about

Environmental Concerns Are Much Stronger

Expectations Of Doing Good Differ Radically

Mixed Expectations That Brands Should Have Strong

Source: OMG Proprietary Millennials Study, 2011

The First Youth Generation Globally Connected By

From the moment

Gen X Were The First Consumer Youth Generation,

Who doesn't like

Millennials Are Quite Particular About What Their

Non-existent customer service,

Pushy, rude sales people

Unreasonable return policy

Free to touch, explore, experience product

Millennials Love The Immediacy Of Store Shopping

FREEDOM & FEEL IN

Age Plays A Distinct Role In Millennials Attitudes

SPEND WHAT YOU GET!

ENJOY WHAT YOU MAKE!

Source: OMG Proprietary Millennials Study, 2011

Millennials In Markets Hardest Hit By The Recession

Source: OMG Proprietary Millennials Study, 2011

Shopping Is Often A Solo Experience

Across Markets Millennials Prefer To Spend Money