Millennials: The Newest, Biggest and Most Diverse Target Market Doug Norris Senior Vice President and Chief Demographer Environics Analytics 9 th annual user conference
Today s Presentation How Millennials compare to other generations The diversity of Millennials Age Locations PRIZM5 Summary 2
The Generations 3
Five generations Population by Age, Canada, 2015 Count 600,000 Gen Z Millennials Gen X Boomers Pre Boomers 500,000 400,000 300,000 200,000 100,000 0 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 and over Age Groups Source: Statistics Canada Demographic Estimates 4
Generational size matters Millennials Generation X Boomers Pre Boomers Born 1981 2000 1966 1980 1946 1965 Before 1946 Age in 2015 15 34 35 49 50 69 70 and older Population in 2015 9.5M 7.2M 9.5M 3.9M % of Population 27% 20% 27% 11% % of Labour Force 37% 31% 30% 1% Households in 2015 2.8M 4.1M 5.6M 2.1M % of Households 19% 28% 38% 15% Source: Statistics Canada (population) and Environics Analytics (households) 5
Millennials and Gen X are highly educated, especially females Percent of Population with Post secondary Degree or Diploma, Canada, 2015 Male Female % 65 75 74 68 59 56 44 34 Millennials* Gen X Boomers Pre Boomers * Ages 25 34 Source: Statistics Canada, Labour Force Survey 6
Millennials are the most culturally diverse generation Percentage of Population by Visible Minority Status, 2011 First Generation 2+ Generation % 22 21 8 2 14 19 14 1 13 10 1 9 Millennials Gen X Boomers Pre Boomers Source: Statistics Canada, 2011 National Household Survey 7
Gen X: the generation of young families Percent Living with Children, Canada 65 % 21 30 12 Millennials Gen X Boomers Pre Boomers Source: Statistics Canada, General Social Survey 8
Millennials are mostly employed, some part-time Percent Employment Rate of Generations, Canada, 2015 83 71 10 17 60 10 % 74 55 50 Millennials Gen X Boomers Pre Boomers 7 3 4 Part Time Full Time Source: Statistics Canada Labour Force Survey, June 2015 9
Millennials have lower average household income Average Annual Household Income, Canada, 2015 102,000 98,000 $ 71,000 68,000 Millennials Gen X Boomers Pre Boomers Source: Environics Analytics, 2015 DemoStats 10
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 % 51 46 29 Millennials Gen X Boomers Pre Boomers 10 Source: Statistics Canada, 2013 General Social Survey 11
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
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
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
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 % 38.4 38.1 37.7 37.5 36.4 35.1 34.5 33.2 32.9 Canada: 26.6% 15
16 Why Focus on the Millennials
Millennial Generation will grow as Boomers decline Projected Population by Generation (thousands), Canada 12,000 10,000 8,000 6,000 4,000 2,000 0 2015 2020 2025 2030 2035 2040 2045 2050 Millennials Generation X Boomers Pre Boomers Source: Statistics Canada, Medium Projection 2014 17
High growth in millennial households projected over the next decade 10 Year Projections of Households Millions 6.0 5.0 4.0 3.0 2.0 5.6 4.1 2.8 Gen X Boomers Millennials 5.5 5.2 4.5 1.0 0.0 2015 2025 Source: Environics Analytics, 2015 DemoStats 18
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
Younger millennials are still in school Percent of Millennials as Full Time Students, Canada, March 2015 Male Female 77 82 % 34 43 10 10 4 5 15 19 20 24 25 29 30 34 Age Groups Source: Statistics Canada, Labour Force Survey, March 2015 20
Some younger Millennials combine school and work Percent Employment Rate of Millennials, March 2015, Canada 65 76 12 81 10 % 37 31 27 38 64 71 Total on top Part Time Full Time 6 15 19 20 24 25 29 30 34 Age Groups Source: Statistics Canada, Labour Force Survey 21
Most younger millennials live with their parents Estimate of Percent of Millennials Living with Parents, 2011, Canada % 93 60 All ages 47% 9 15 19 20 24 Age Groups 25 29 30 34 24 Source: Statistics Canada, 2011 Census 22
Older Millennials have begun family formation... Percent of Millennials Married or Common Law, Canada, 2015 66 % 44 2 14 15 19 20 24 25 29 30 34 Age Groups Source: Statistics Canada, Labour Force Survey, June 2015 23
... And are building a nest Percent of Millennials Living with Children, Canada 55 % 28 1 6 15 19 20 24 25 29 30 34 Age Groups Source: Statistics Canada, General Social Survey 24
In contrast to Millennials, Boomers are transitioning to empty nests and retirement 25
Boomers are moving into retirement Percent Employment Rate of Boomers, Canada, 2015 % 81 9 72 71 9 62 51 11 40 25 9 Total on top Part Time Full Time 16 50 54 55 59 60 64 65 69 Age Groups Source: Statistics Canada Labour Force Survey June 2015 26
Gradually, the nest empties Percent of Boomers Living with Children, Canada 55 % 33 22 13 50 54 55 59 60 64 65 69 Age Groups Source: Statistics Canada, Social Service Survey 27
Segmentation 28
PRIZM5 s 68 segments 29
Millennial segments Left home: Still at home: Source: Environics Analytics, 2015 PRIZM5 30
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A selection of Left Home Millennial Segments illustrates many differences Source: Environics Analytics, 2015 PRIZM5; 2015 DemoStats 32
Demographic Characteristics... Selected Millennial PRIZM5 Segments, Canada, 2015 Urban Digerati Grads & Pads Striving Startups Single City Jazz Low Rise Renters % Visible Minority 36 26 11 32 14 % University Educated 52 47 26 27 13 % Married/Common Law 44 36 45 43 44 % Homeowner 46 28 51 33 44 % Living in Highrise Dwelling 58 41 7 26 9 Average Household Income $98,400 $66,500 $69,100 $58,500 $55,300 Source: Environics Analytics, 2015 PRIZM5; 2015 DemoStats 33
... And Locations 11 38 52 56 68 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
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
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
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
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
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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
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
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
Thank you. Questions? 9 th annual user conference
Doug Norris Senior Vice President and Chief Demographer doug.norris@environicsanalytics.ca 613 592 3402 9 th annual user conference