If you want your travel or leisure brand to reach Millennials, study this Pew Research Center report that describes their distinguishing characteristics.
The Pew Research Center released a comprehensive study on Millennials, the roughly 50 million Americans ages 18-29 who have come of age in the new millennium.
The report explored the demographics, priorities, values and social behavior of this generation.
It uncovered these 8 important distinctions that any marketer of a travel or leisure brand should take note of:
- Millennials are more ethnically diverse than any other generation. Almost 4 in 10 Millennials classify themselves as a racial or ethnic minority, compared to less than 3 in 10 Baby Boomers.
- They are much less likely to be married or have children than previous generations were at comparable ages: Only 1 in 5 are married, compared to 2 in 5 for Baby Boomers at the same age. And 1 in 3 are parents.
- They consider their technology toys almost like a third appendage. More than 8 in 10 say they sleep with their cell phone by their bedside. Fully 2 out of 3 admit they text while driving. And 3 out of 4 have created a profile on a social networking site. By comparison, only 50% of Gen Xers and 30% of Baby Boomers have done so.
- Just 1 in 5 are married, but 1 in 3 are parents, owing to the high percentage of single moms in this age group.
- Despite coming to age during two wars, just 2% of Millennial males are military veterans, compared to 6% of Gen Xers and 13% of Bab Boomer men at a comparable age.
- Exercise is a big part of their lives, with 56% saying they had gotten vigorous exercise in the last twenty-four hours, compared to only 46% of the overall population.
- They watch less TV than other generations, with only 57% having watched more than an hour of television in the past 24 hours compared to 67% of Gen Xers and 80% of Baby Boomers.
- And most striking of all, 37% of all Millennials are unemployed
Here are a few examples of how this information can help guide your travel marketing efforts to Millennials:
- Create promotions and highlight benefits that will appeal to singles.
- Does your brand have a special appeal to physically active people? Tell them about it.
- If you must reach them in TV, advertise on shows like The Daily Show, which reaches Millennials in large numbers.
- If you’re doing mass media advertising, be sure to include a large social media component, since this is where they’re spending more and more of their time.
- A huge FYI: If you’re marketing a high-ticket item, you may want to spend less on your marketing efforts to Millennials, until the economy gets stronger.
Click here for a downloadable copy of the full report, “Millennials: A Portrait of Generation Next”