GWI：2022年千禧一代营销报告

A marketer’s manualMillennialsClick the dots to navigateAll figures in this report are drawn from GWI’s online research among internet users aged 16-64. Our figures are rep-resentative 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 pop-ulations 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. When reading this report, please note that we focus on data from our ongoing global quarterly research, but also refer to our monthly Zeitgeist studies across 9 markets, and our GWI USA dataset, which surveys over 20,000 internet users in the US aged 16+ each quarter. Throughout this report, we refer to indexes. Indexes are used to compare any given group against the average (1.00), which unless otherwise stated refers to the global average. For exam-ple, an index of “1.20” means that a given group is 20% above the global average, and an index of “0.80” means that an audience is 20% below the global average.Methodology & definitions In this report 4Methodology & definitionsDiscover our dataKey insightsA millennial profileHow are millennials getting on in life? What distinguishes them from other generations?Entertainment & mediaHow do millennials spend their time? What media do they consume and what’s changed since Covid?Social mediaWhat’s millennials’ favorite platform? How do they use social media?Marketing to millennialsWhat does the millennial purchase journey look like? What do they want from brands?AppendixNotes on methodology040507091937495961Each chart from our ongo-ing global research in this report contains a hyper-link that will bring you straight to the relevant question on our Platform, where you can investigate all data by demographics, over time, and among your own audiences.Discover the data on our platformSneak preview of our new platformInformation about the source and base SourceBaseEach of the graphs is numbered More information can be found in the Appendix section at the end of this reportJust click this iconto explore the dataon the platform 6KeyinsightsMillennials are maturingWhile the oldest millennials are approaching middle age, their younger counterparts are stepping into more senior workplace roles. That means greater financial independence, open-ing the door to products they couldn’t previously afford.They’re big on imageMillennials are health-conscious but image-conscious too. While there are legitimate opportunities for exercise and h