Millennials: Impact of behaviour on global consumer markets - executive summary

This report provides a top-line view of millennial consumers globally, including different segments within the grouping as well as millennials’ interests, motivations and expectations.
  • There are over 1.1 billion millennial consumers globally, the largest national markets being India, China, USA, Indonesia and Brazil.
  • But millennials are a diverse group, which can be divided into various segments such as Undaunted Strivers (22%), Balanced Optimists (20%), Secure Traditionalists (19%) and Impulsive Spenders (13%).
  • Millennials are more interested in 'experiences' than 'things', driven by a lack of income and the rise of the sharing economy (but gadgets, clothes and accessories remain important).
  • Referred to as 'digital natives', this generation has grown up with the internet and is highly attached to its smartphones, but often...

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