Millennials: The Newest, Biggest and Most Diverse Target Market. 9 th annual user conference

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1 Millennials: The Newest, Biggest and Most Diverse Target Market Doug Norris Senior Vice President and Chief Demographer Environics Analytics 9 th annual user conference

2 Today s Presentation How Millennials compare to other generations The diversity of Millennials Age Locations PRIZM5 Summary 2

3 The Generations 3

4 Five generations Population by Age, Canada, 2015 Count 600,000 Gen Z Millennials Gen X Boomers Pre Boomers 500, , , , , and over Age Groups Source: Statistics Canada Demographic Estimates 4

5 Generational size matters Millennials Generation X Boomers Pre Boomers Born Before 1946 Age in and older Population in M 7.2M 9.5M 3.9M % of Population 27% 20% 27% 11% % of Labour Force 37% 31% 30% 1% Households in M 4.1M 5.6M 2.1M % of Households 19% 28% 38% 15% Source: Statistics Canada (population) and Environics Analytics (households) 5

6 Millennials and Gen X are highly educated, especially females Percent of Population with Post secondary Degree or Diploma, Canada, 2015 Male Female % Millennials* Gen X Boomers Pre Boomers * Ages Source: Statistics Canada, Labour Force Survey 6

7 Millennials are the most culturally diverse generation Percentage of Population by Visible Minority Status, 2011 First Generation 2+ Generation % Millennials Gen X Boomers Pre Boomers Source: Statistics Canada, 2011 National Household Survey 7

8 Gen X: the generation of young families Percent Living with Children, Canada 65 % Millennials Gen X Boomers Pre Boomers Source: Statistics Canada, General Social Survey 8

9 Millennials are mostly employed, some part-time Percent Employment Rate of Generations, Canada, % Millennials Gen X Boomers Pre Boomers Part Time Full Time Source: Statistics Canada Labour Force Survey, June

10 Millennials have lower average household income Average Annual Household Income, Canada, ,000 98,000 $ 71,000 68,000 Millennials Gen X Boomers Pre Boomers Source: Environics Analytics, 2015 DemoStats 10

11 Millennials and Gen X use the Internet for purchases Percent of Total Population that Purchases Goods or Services on the Internet at Least Once a Month % Millennials Gen X Boomers Pre Boomers 10 Source: Statistics Canada, 2013 General Social Survey 11

12 Millennials are heavy users of social media Percent of Total Population that Access Social Networking Daily 73 % 42 Millennials Gen X Boomers Pre Boomers 24 8 Source: Statistics Canada, 2013 General Social Survey 12

13 Millennials are different in other ways Have delayed marriage and family formation Have lived longer with parents More likely to have lived part of their childhood with only one parent Among Millennials, women make up a majority of many professions Less affiliation with formal religious denomination 13

14 What do Millennials want? To make it and be seen as making it by others; personal accomplishment, image and status matter Social generation: connect with people to share experiences; family is important Expect technology to be there and work for them Have strong values and are willing to express them Do work that is fulfilling and challenging Balance work/life time; flexibility in work hours Break down traditional hierarchies 14

15 Most millennials live in urban areas, but high concentrations are found elsewhere Municipalities with Highest Concentration of Millennials (10,000 or more population) Whistler (BC) Wood Buffalo (AB) Greater Vancouver A (BC) Fort St. John (BC) Grande Prairie (AB) Petawawa (ON) Cold Lake (AB) Saskatoon (SK) Sylvan Lake (AB) Victoria (BC) Source: Environics Analytics, 2015 DemoStats 38.5 % Canada: 26.6% 15

16 16 Why Focus on the Millennials

17 Millennial Generation will grow as Boomers decline Projected Population by Generation (thousands), Canada 12,000 10,000 8,000 6,000 4,000 2, Millennials Generation X Boomers Pre Boomers Source: Statistics Canada, Medium Projection

18 High growth in millennial households projected over the next decade 10 Year Projections of Households Millions Gen X Boomers Millennials Source: Environics Analytics, 2015 DemoStats 18

19 Marketing to Millennials Millennials are a large group and will become even larger as they move into their prime earning years They are very diverse as they transition from living at home and attending school to starting families and jobs Marketing to Millennial generation as a whole is limiting as it misses considerable variation within the group Businesses and not for profits need to segment Millennials 19

20 Younger millennials are still in school Percent of Millennials as Full Time Students, Canada, March 2015 Male Female % Age Groups Source: Statistics Canada, Labour Force Survey, March

21 Some younger Millennials combine school and work Percent Employment Rate of Millennials, March 2015, Canada % Total on top Part Time Full Time Age Groups Source: Statistics Canada, Labour Force Survey 21

22 Most younger millennials live with their parents Estimate of Percent of Millennials Living with Parents, 2011, Canada % All ages 47% Age Groups Source: Statistics Canada, 2011 Census 22

23 Older Millennials have begun family formation... Percent of Millennials Married or Common Law, Canada, % Age Groups Source: Statistics Canada, Labour Force Survey, June

24 ... And are building a nest Percent of Millennials Living with Children, Canada 55 % Age Groups Source: Statistics Canada, General Social Survey 24

25 In contrast to Millennials, Boomers are transitioning to empty nests and retirement 25

26 Boomers are moving into retirement Percent Employment Rate of Boomers, Canada, 2015 % Total on top Part Time Full Time Age Groups Source: Statistics Canada Labour Force Survey June

27 Gradually, the nest empties Percent of Boomers Living with Children, Canada 55 % Age Groups Source: Statistics Canada, Social Service Survey 27

28 Segmentation 28

29 PRIZM5 s 68 segments 29

30 Millennial segments Left home: Still at home: Source: Environics Analytics, 2015 PRIZM5 30

31 31

32 A selection of Left Home Millennial Segments illustrates many differences Source: Environics Analytics, 2015 PRIZM5; 2015 DemoStats 32

33 Demographic Characteristics... Selected Millennial PRIZM5 Segments, Canada, 2015 Urban Digerati Grads & Pads Striving Startups Single City Jazz Low Rise Renters % Visible Minority % University Educated % Married/Common Law % Homeowner % Living in Highrise Dwelling Average Household Income $98,400 $66,500 $69,100 $58,500 $55,300 Source: Environics Analytics, 2015 PRIZM5; 2015 DemoStats 33

34 ... And Locations Toronto (58%) Vancouver (18%) Victoria (11%) Vancouver (20%) Hamilton (6%) Vancouver (25%) Ottawa Gatineau (16%) Halifax (6%) Edmonton (17%) Winnipeg (5%) Montréal (10%) Calgary (13%) Calgary (5%) Winnipeg (10%) Edmonton (5%) Source: Environics Analytics, 2015 PRIZM5; 2015 DemoStats 34

35 Social Values towards Purchase behaviour Urban Digerati Grads & Pads Striving Startups Single City Jazz Low Rise Renters Pursuit of Originality Ostentatious Consumption Ecological Concern Confidence in Advertising Importance of Price Source: Environics Analytics, 2015 PRIZM5; 2015 Social Values Above average Average Below average 35

36 Finances Urban Digerati Grads & Pads Striving Startups Single City Jazz Low Rise Renters Financial Concern Regarding the Future Have stocks and/or bonds Pay the minimum amount on credit cards Donated to a Canadian charity Donated $500+ to Canadian charities Source: Environics Analytics, 2015 PRIZM5; 2015 Social Values; 2015 Opticks Powered by PMB Above average Average Below average 36

37 Leisure activities Urban Digerati Grads & Pads Striving Startups Single City Jazz Low Rise Renters Aerobics Attend live theatre Attend pro hockey games Traveled to Europe in past year Source: Environics Analytics, 2015 PRIZM5; 2015 Opticks Powered by PMB Above average Average Below average 37

38 Community values Very strong sense of belonging to the local community Urban Digerati Grads & Pads Striving Startups Single City Jazz Low Rise Renters Wrote to an editor of a paper/magazine Did volunteer work in past 2years Source: Environics Analytics, 2015 PRIZM5; 2015 Opticks Powered by PMB Above average Average Below average 38

39 39

40 40

41 41

42 Another Approach to Millennial Segmentation: Environics Research s Six Tribes Critical Counterculture 4% Engaged Idealists 19% Lone Wolves 19% New Traditionalists 10% Diverse Strivers 10% Bros & Brittanys 38% New Traditionalists Diverse Strivers Bros & Brittanys Lone Wolves Engaged Idealists Critical Counterculture Source: Environics Research, 2015 Social Values 42

43 Canada U.S. Differences Compared to the same age group (25 34) about a decade ago U.S. Millennials have: Lower employment rates Lower incomes and wealth Higher debt Canadian Millennials have: Slightly lower employment rates Higher incomes and wealth Similar debt level 43

44 Summary Millennials are an increasingly large, diverse group as they transition from living at home and attending school to starting families, jobs and high expenditure years Most educated and culturally diverse generation yet They re digital natives with lives shaped by technology; heavy users of social media But there are many differences within Millennials 44

45 Thank you. Questions? 9 th annual user conference

46 Doug Norris Senior Vice President and Chief Demographer th annual user conference

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