2011 marks the year the oldest Millennials turn 31 and the year the oldest Baby Boomers (aka “the silver tide”) turn 65 and reach retirement age. Your resident 8095 Millennial team is always digging for new insights on the generation to help you better understand how to engage this influential group. Below are 50 noteworthy facts about Millennials, by the numbers:

50 median number of text messages teenagers send every day (Pew Research 2010)

49 ranking, out of 100, of Marc Jacobs on the list of top prestige brands for Millennial men. BMW #1 for men. Chanel #1 for women (L2 Prestige Brand Study 2010)

48% of Millennials who say word-of-mouth influences their product purchases more than TV ads. Only 17% said a TV ad prompted them to buy (Intrepid Study 2010)

47% of 16-to-24-year-olds are employed, the smallest share since government started recording data in 1948 (Bureau of Labor Statistics 2011)

46% of Millennials say they’ve had vigorous exercise in the past 24 hours

45% of Millennials highly associate their lives with simplicity, compared to 51% of Gen X and 58% of Boomers

44% of Millennials say that marriage is becoming obsolete, compared to 35% of Boomers who feel the same way (Pew Study 2010)

43% of 18-24 year-olds say that texting is just as meaningful as an actual conversation with someone over the phone (eMarketer 2010)

42% of teens say the primary reason they have a cell phone is for texting. Safety was second at 35% (Nielsen Study 2010)

41% of Millennials have made a purchase using their smartphone

40% of Millennials think that blogging about workplace issues is acceptable. Compared to 28% of Boomers (Iconoculture 2011)

39% of Millennials have a tattoo (Pew Study 2010)

38% of Millennials count themselves as Democrats, 28% Independents, 26% Republicans (Brookings Institution Study, March 2011)

37% of those ages 18-29 are unemployed in 2011 (Pew Study 2010)

36% of Millennial women said the Trump brand (i.e. Donald Trump) was their most disliked prestige brand (L2 Millennial Study 2010)

35% of employed Millennials have started their own business on the side to supplement their income (Iconoculture 2011)

34% of women now have bachelor’s degrees, compared to 27% of men (U.S. Census Bureau 2011)

33% of Millennials live in cities and 14% live in rural environments

32% of Millennials say they don’t like advertising in general, compared to 37% of the general population (Experian Simmons Study)

31 the age of the oldest Millennials in 2011

30% of those 18-29 say having a successful marriage is one of the most important things in life. Being a good parent = 52% (Pew Study 2010)

29% of Millennial workers think work meetings to decide on a course of action are very efficient. Compared to 45% of Boomers (Iconoculture 2011)

28% of Millennials have a gun in their home (Pew Study 2010)

27% approximate decline in email usage among those ages 12-34 over the past year (ComScore Study 2010)

26% of Millennials say they are not affiliated with any religion (Pew Study 2010)

25 average age of the first time mom in the U.S. Twenty-seven for dads. (U.S. Census Bureau)

24% of Millennials say that ‘Technology use’ is what most makes their generation unique, the #1 answer (Pew Research 2010)

23% of Millennials think they will still be with their first employer after two years (8095 Live survey 2011)

22 average age of a fast food worker in the year 2000. In 2011, the average age is 29.5 (U.S. Census Bureau)

21% of Millennials say helping people in need is one of the most important things in life (Pew Study 2010)

20% of Millennials are Hispanic. Millennials are more racially diverse than any generation before them (U.S. Census Bureau 2011)

19% of Millennials have voted on American Idol (Pew Study 2010)

18 rank (out of 100) of the Christian Dior brand in the top 100 prestige brands for Millennial women, just ahead of Lexus, Louis Vuitton (LS Prestige study 2010)

17 age of actress Dakota Fanning, one of the youngest celebrities in the Millennial generation

16 the age of the youngest Millennials in 2011 (as grouped by 8095)

15% of Americans ages 25-29 who had never been married in 1960, compared to 55% in 2011 (U.S. Census Bureau)

14% of the Millennial population is African-American (Pew Study 2010)

13% of adults under the age of 35 have postponed marriage because of the recession

12% (only) of Millennials disagreed that they should pay more for higher quality items (Intrepid Study 2010)

11% of Millennials have boomeranged back to their parents house after graduating from college because of the recession (Pew Study 2010)

10 median number of brands that Facebook users ages 18-34 have ‘Liked’ (eMarketer via Wedbush Securities study 2010)

9% of Millennials say they have serious disagreements with their parents, compared to 19% of those ages 30+ who said the same (Pew Study 2010)

8% of 18-29 year-old internet users have used a location sharing service such as FourSquare (Pew Study 2010)

7 average number of jobs a person will have by age 26 (Intrepid Study 2010)

6 # of text message sent by those ages 13-18 every waking hour (Nielsen Study 2010)

5 in 10 Millennials say they travel for leisure with friends – nearly 20 points higher than older generations (PGAV Destinations Study 2011)

4 average number of times that Millennials eat out per week (3.39 per week to be exact), more than any other generation

3% of Millennials say they get their news from Facebook and Twitter (Brookings Institution Study, March 2011)

2% of Millennial males are military veterans, compared to 6% of Gen Xers at a comparable life stage, 13% of Boomers (Pew Research 2010)

1 rank of Adele’s Rolling in the Deep on the Billboard Hot 100 this week. The #1 song in 1980, the year the oldest Millennials were born, Pink Floyd’s Another Brick in the Wall

 

*Note: some numbers have been rounded for this report.

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