Meet the

millennials
Social media, entertainment,
and purchase journey trends
 05 Discover our data

07 Key insights

09 The makeup of millennials

How are millennials getting on in life? Methodology
What makes them different to Gen Z? & definitions

In this 17 Entertainment & media

How much time do millennials spend online?
All figures in this report are drawn
from GWI’s online research among
will include only respondents who
completed GWI’s Core survey via PC/

report
What types of media do they consume? internet users aged 16-64, or 16+. Our laptop/tablet.
figures are representative of the online
35 Social media populations of each market, not its When reading this report, please note
What platforms do millennials use most? What total population. Note that in many that we focus on data from our ongo-
kind of content do they want on social media? markets in Latin America, the Middle- ing global quarterly research, but also
East and Africa, and the Asia-Pacific refer to our monthly Zeitgeist studies
This report dives into the world 47 How to engage millennials region, low internet penetration rates across 12 markets, and our GWI USA
of millennials (consumers What influences millennials’ purchase can mean online populations are data set, which surveys over 20,000
aged 27-40), showcasing their behavior? What do they want from brands? more young, urban, affluent, and edu- internet users in the US aged 16+
attitudes, media habits, and cated than the total population. each quarter.
how brands can engage with
this generation. 55 More from GWI Each year, GWI interviews over Throughout this report, we refer to
970,000 internet users aged 16-64 indexes. Indexes are used to compare
57 Appendix in 52 markets via an online ques- any given group against the aver-
tionnaire for our Core data set. A age (1.00), which unless otherwise
59 Notes on methodology proportion of respondents com- stated refers to the global average.
plete a shorter version of this survey For example, an index of “1.20” means
via mobile, hence the sample sizes that a given group is 20% above the
presented in the charts throughout global average, and an index of “0.80”
Click the dots this report may differ as some will means that an audience is 20% below
to navigate include all respondents and others the global average.

4
 Each of the

Discover the graphs is

numbered

data on our More information can

be found in the Appendix

platform
section at the end of
this report

Each chart from our ongo-

ing global research in this
report contains a hyper-
link that will bring you
straight to the relevant
question on our platform,
where you can investigate
all data by demographics,
over time, and among your
own audiences.
Just click this icon
to explore the data
on the platform

Source Information
about the source
Base and base
Key
insights

Online time They’ve got

is falling a competitive
Millennials Nostalgia side Reliability
have resonates is king
grown up with them

Just as Gen Z are known for being

The pandemic changed millennials’ Millennials are spending 48 minutes social gamers, millennials’ stand out
priorities, and more have since started less per day online compared to 2017. A Over 60% of millennials watch screen most for competing online. The com- The top quality millennials value in
a family. The number of US millennials lot has been going on, and they’re feel- adaptations and revivals of old media, petitive edge drives their passion for brands is reliability. During times of
who say raising a family is important to ing a bit overwhelmed and burnt out. In with movies being a big hit. It’s important esports, and explains their fondness for economic crisis, this is more impor-
them has risen by 13% since 2020. This order to capture their attention online to remember that it’s not always about game streaming. These relatively young tant than ever as consumers want
generation are focusing on what mat- in this shorter window involves under- creating something new, but reminding industries can create a lot of pitfalls for more bang for their buck. Getting the
ters – finding a better balance between standing why this change is happening, this generation why they connected with brands, so understanding how millenni- basics right counts for a lot, especially
their work and their personal lives. and finding their favorite online spots. your brand in the first place. als engage with them is essential. as brand loyalty and trust wavers.

8
 How millennials’ lives have changed 1

01 % of millennials who are/have the following

The makeup In full-time work or self-employed Kids or are expecting Married In management roles*

of millennials
60 62 68 72 76 77 78 78 79
31 35 38 43 49 54 61 65 68
31 34 37 43 49 52 58 62 66
-- - - - - 20 23 25 22

Catching up
with millennials

The average millennial

Over the last 8 years, millen-
nials have developed from

homeowner in the US has a

budding youngsters into full
blown adults, with the rela-

household income of nearly

tionships and responsibilities
that come with growing up.

$118,000 a year, a rise of

In 2015, millennials who had
started a family were firmly

over $12,000 since Q2 2020

in the minority. Now, aged
27-40, the number of this
generation who are mar-
ried and have/are expecting
kids has more than dou- Things change quickly, family is important to them time with family. Work isn’t
bled. They’re now a big part and we can’t discount the has increased by 13% since the be-all and end-all for
of the workforce, too. Over pandemic as a big driving 2020. They’re less likely many, and in the US, mil- 2015 2016 2017 2018 2019 2020 2021 2022 2023

three-quarters of millennials factor in shifting priorities. than Gen Z to say that lennials are 14% more likely *added in Q3 2020
are in full-time employment, When we look at GWI USA, being successful is impor- than the average American
a 32% increase since 2015. the number of US millenni- tant to them, and more to strive for a good work- GWI Core Q1 2015-Q1 2023 (average of all waves conducted between Q1 2015-Q1 2023)
But are they career driven? als who say that raising a likely to value spending life balance. 1,666,513 millennials born between 1983-1996

The makeup of millennials 10

The differences between
Despite
2
Most distinctive interests of millennials and Gen Z, sorted by top over-index
Gen Z and millennials

While Gen Z and millenni- Millennials witnessed the similarities, Millennials Gen Z
Gen Z and
als share similarities, they’re rise of the internet and lived
(aged 27-40) (aged 16-26)
not the same – take it from through important mile-

millennials
Gen Z, who are vocal about stones in the digital era. Gen
their own identity. Z then grew up knowing only

are unique
a connected world, mean- Esports Esports
There’s also a term for those ing they got to experience
on the cusp of Gen Z and both the positives and the
Adventure/
millennials – zillennials. negatives that come with Gaming
extreme sports
They’re almost a class in this. Both generations are
their own right – associ- more likely than average to GWI Core Q1 2023
Reality TV Dance
ated with splashing out on say that using social media 81,921 millennials aged 27-40 & 59,197 Gen Z aged 16-26
luxuries and vacations, and causes them anxiety, but
propping up their income Gen Z are feeling that pres- Entrepreneurship Photography
by living with their parents. sure a little more. That’s not
And while they’re becoming to mention things like cli- Adventure/
Gambling
fairly established in the work- mate change or the cost of extreme sport
place, starting a family is also living, which play on their
creeping onto their radar. minds too. Business Urban/modern art

We’ll start with the things But ultimately, these are

the two generations have in two different groups. A Cars/motoring Fine art
common. Millennials were quick look at their distinct Gen Z in 2023
shaped by economic down- interests reveals esports With crisis Vegan food Computers/coding
falls, institutional crises, and and extreme sports as the fatigue taking
huge technological advance- only interests they have in center stage,
ments, meaning some of common. Brands need to be it’s no wonder Investments Playing sport
the lifestyle choices, atti- mindful of how these subtle this generation
tudes, and behaviors differences can come into is looking to Celebrity news/
attributed to millennials have play when attempting to bring back a gossip
Fashion

essentially “passed onto” the engage with them – one more carefree,
next generation. size doesn’t fit all. Get your copy Y2K vibe.

The makeup of millennials 12

 The cost of living crisis has placed a burden on mortgage holders and renters 3

% of UK millennials in the following groups who say their personal finances will get better in the next 6 months

Own home outright Own home with a mortgage Rent their home

49 41 42 39 46 46 51 51 47 45 50 51 53
43 30 35 29 38 41 46 40 35 34 32 26 35

Navigating the millennial economy 45 29 32 33 37 45 39 39 37 31 28 25 35

First the 2008 financial relative recovery from pre-pandemic levels, while The slowdown
crisis, and now a cost of the pandemic. With a 19% those with a mortgage has lowdown
living crisis. Millennials YOY rise in UK millennials dropped 19%, and for rent- Who’s spending
haven’t had it easy in an expecting their personal ers, 22%. Volatile interest and what’s
economic sense – and these finances to get worse in the rates mean that it’s harder trending in
events are taking their toll. near future, they’re clearly than ever to get on the the “bad vibes”
feeling the effects. ladder, while those on it economy.
In 12 markets, just over feel like their position has
a third of millennials say Another way to see this is by become more precarious.
they’ve been looking for breaking millennials down
ways to cut the costs of by their home ownership Seeing as financial wellbe-
their bills in the last year, status; those who own their ing will directly influence
and around a fifth say home outright, those with a spending behavior, it ’s
they’ve gone as far as find- mortgage, and renters. in brands’ interests to
ing a second job to help understand the financial
save money – the highest Pre-pandemic, financial challenges they may face.
figure of any generation. confidence among these As consumers’ financial Step inside
groups was fairly similar. confidence has decreased,
The UK has been particu- Fast forward to Q1 2023, brands may need to adjust Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023
larly stung by economic and the financial outlook their value propositions in
events over the past few among outright homeown- order to respond to a more
years, seeing a far weaker ers has now exceeded their cost-conscious mindset. GWI Core Q1 2020-Q1 2023 10,396 outright home owners, 16,881 home owners with a mortgage & 14,324 renters
in the UK born between 1983-1996

The makeup of millennials 14

 US spotlight Which social issues stand out most for US millennials? 4

% of US millennials who say the following issues/movements are important to them, sorted by top over-index

Building bridges to (Index 1.00) IDX

tomorrow’s America
Body inclusivity/body neutrality
1.16 37

Access to sexual health help/care (e.g. HIV screening, contraception, etc.)

1.14 41
Millennials hold stronger they’ll want to help set new they feel something is unjust. to effectively engage with
views about social issues standards for diversity and While most choose to edu- this influential demographic, Reducing/ending sexual harassment/abuse
than the average American. equality, which will shape cate themselves about the differentiating themselves 1.12 55
Diversity, inclusion, and Gen Alpha. issues at play, millennials from competitors and driv-
Gender equality/sexism
equal rights are more impor- are 64% more likely than ing a meaningful social 1.09 47
tant to millennials than Gen The old saying “actions average to have attended a impact. The word “values” is
X or baby boomers, and 1 in speak louder than words” protest in the last 6 months. frequently mentioned when Trans rights
4 think traditional gender holds a lot of truth for them. discussing how brands can 1.09 26
roles are outdated. Over half of US millenni- Understanding the views win over consumers, and
LGBTQIA+ Pride
als say Americans have a of millennial Americans on with millennials, it’s even
1.09 29
Various movements over the responsibility to protest if social issues allows brands more crucial.
years, from #metoo to the Anti-racism (e.g. Black Lives Matter)
overturning of Roe v. Wade, 1.08 45
have fueled support across

2/3
a range of important social Reproductive rights (e.g. abortion access)
1.05 46
issues. Having grown up in
the “size 0” era of the 90s
Access to mental health help/care
and early 00s, body inclu- 1.04 54
sivity is a standout issue, as
many millennials don’t want
to see unrealistic expec-
of US millennials would boycott a Disability rights/access
1.01 47
tations return alongside
retro trends. And as they
brand or company for homophobic,
raise families of their own, racist, or transphobic behavior GWI USA Plus Q1 2023 741 American millennials aged 27-40

The makeup of millennials 16

02 Entertainment & media
5

02:30

The 02:13 Social media 01:51

millennial 01:46
Linear/
01:39

media
broadcast TV
- Music streaming services*
01:23
Online TV/ 01:38
01:05
streaming

landscape
Games
01:02 consoles
01:20
Online
00:53
press
-
00:45
Broadcast 01:17
radio

00:43 Physical
print press
01:04 Podcasts** 01:03
Average daily time spent on the following (hh:mm)
01:00

00:55
GWI Core Q1 2015-Q1 2023 (average of all waves conducted between Q1 2015-Q1 2023)
1,666,513 millennials born between 1983-1996
*added in Q1 2017 | **added in Q1 2020 2015 2017 2019 2021 2023

Entertainment & media 18

 The ultimate
social media
trends report
Go behind
the screens
to understand
how to win
consumers’
attention

Pressing pause on
information overload

Millennials were some of the earli- Today, millennials’ daily online time Brands should recognize the motiva- Get the full scoop
est adopters of social media, so it’s is actually lower than it was in 2015. tions behind millennials’ break from
not surprising that they spend the Compare it to millennials’ 2017 peak, digital platforms, by doubling down on
majority of their online time on these and they’re spending 48 minutes less their desire for balance and wellness.
platforms. As of Q1 2023, millennials per day online. It’s a sign of a change This will involve promoting self-care
spend 2h 30 mins on social media in lifestyle, but also that millennials are and fostering genuine connections.
daily – 17 minutes more per day than taking a break from the digital world. Ultimately, it’s possible that the
they did in 2015. That’s 39 minutes modern “network effect” of platforms
more than broadcast TV, the next There’s increasing competition for mil- today (where the value of something
highest media channel. lennials’ attention, at a time where comes from the people using it) is
their priorities are moving offline. Post- more about having a common talking
Social media is the first port of call pandemic, they’re focusing more on point in real life, and many are being
for many millennials when it comes to real-world goals. When comparing used as inspiration for offline activi-
getting their news and entertainment. their lives now to 2019, 77% of millen- ties like reading. With more millennials
But with so much information and nials say they’re more conscious about raising families and climbing the cor-
platforms to engage with, are they their health and wellbeing, and 61% are porate ladder, it’s unlikely we’ll see a
getting burned out? more likely to be seeking out new hobbies. U-turn anytime soon.

Entertainment & media 20

 6

Time spent
Average daily time spent online on the following (h:mm)

online has
4:05 3:56 3:26 3:13 2:55

long passed
PC/laptop/tablet

2015 2017 2019 2021 2023

its peak 3:02 3:40 3:41 3:46 3:53

Mobile

2015 2017 2019 2021 2023

7:07 7:36 7:07 6:59 6:48

GWI Core Q1 2015-Q1 2023 (average of all

waves conducted between Q1 2015-Q1 2023)

1,666,513 millennials born between 1983-1996

NET: Daily
online time

2015 2017 2019 2021 2023

Entertainment & media 22

Like two peas
Millennials’
7
Average daily time spent listening to
in a pod(cast) podcasts (h:mm), and the % in each

relationship group who listen to them

Podcasting is a booming industry – it’s This provides an interesting insight into

with podcasts
estimated that, by next year, it’ll be worth the millennial parent – painting them
$4 billion. Millennials are spearheading as on-the-move multitaskers. Our 2021

is strong
this growth, as the generation who spend research showed that 22% of millennial Gen Z 0:59 29
the most daily time listening to podcasts. workers report listening to podcasts
while commuting, higher than Gen X
In fact, they’re 16% more likely than the (17%) and Gen Z (16%). Millennials 1:02 36
average consumer to say they spend at
least two hours a day listening to pod- Podcasts often feature hosts or
casts. Not only are they spending more experts discussing topics in a con- Gen X 0:46 30
time listening than everyone else, they’re versational and authentic manner,
also the most engaged, with millennial which helps build trust with listeners. GWI Core Q1 2023
podcast listeners being the most likely Due to the range of hosts and topics, 241,138 internet users aged 16-64 Baby boomers 0:31 5
to discover brands while tuned in. brands have the opportunity to target
a niche segment of engaged listeners,
When it comes to the genres that pique who identify with the brand values and
their interest, comedy, music, and TV & target audience interests. For brands
film are top of the list, but millennials’ selling baby products, gaming, or tech,
most distinctive podcast genres are par- they could provide a unique way to get
ents and family, gaming, and technology. your brand noticed.
Comedy and % of millennials who listen to the following genres of podcasts
music genres

11%
top millennials’ 27 25 23 20 19 18 18 18 18 18
podcast interests

of millennials say they find out

about new brands or products
through podcast ads
GWI Core Q1 2023
81,921 millennials aged 27-40 Comedy Music TV & film Technology Food & drink Sports Health & lifestyle History Travel Science

Entertainment & media 24

Rewind: the power
of nostalgia

59%
of millennials
Nostalgia is a huge trend in the media and gaming industries are also jump-
space right now, with remakes and ing on the nostalgia train.

like it when
remasters of popular films smashing
box office records, allowing millen- Whatever the media type, there’s a [Nostalgia is]

they see brands

nials to relive their childhoods as success story driven by millennials. a twinge in your
many seek a return to simpler times. This could be a sign they’re reflecting heart, far more

or companies
And with feelings of digital burnout back on the good times, especially as powerful than
and information overload, who can crisis fatigue sets in. Brands therefore memory alone

use old ads

blame them? don’t always need to release a new
product line. There are easy wins to DON DRAPER,

or logos
These trends are coming full circle be had, especially if you’ve got strong Mad Men (2007)
in both entertainment and fashion. legacy products or services.
Gen Z are ditching smartphones for
dumb phones, and the Y2K trend is 59% of millennials like it when they
back on the scene, as consumers swap see brands or companies use old
skinny jeans for baggy ones. But how ads or logos. Considering how much
nostalgic are millennials, and what brands spend on advertising, it’s likely
are they nostalgic about? there are opportunities to lean into
the past, like McDonald’s recently did
Movies, music, and TV shows trigger when it dusted off its classic Grimace
nostalgia the most. It’s why various mascot, to massive success. To stay
movie remakes are landing, such as in the mind of millennials, you don’t
Disney’s revivals of The Lion King, The need to reinvent the wheel; you can
Little Mermaid, and Beauty and the also tap into what made them con-
Beast – just to name a few. The music nect with your brand in the first place.

Entertainment & media 26

Millennials
Movies and music drive nostalgia, but video games stand out most 8

% of millennials who feel nostalgic about the following types of media

are most Movies Music TV

shows
Photographs Video
games
Books/ Advertisements
magazines
Radio

likely to be 34 29 29 22 20 18 10 9

nostalgic IDX 1.04 0.99 1.05 1.01 1.20 1.07 1.09 1.08

for the

90s
The past is still present in millennials’ minds

% of millennials who agree with the following statements

I enjoy screen adaptations of past media (i.e. when a book/video game is adapted to become a TV series/movie)
63

I enjoy revivals of past media (i.e. a revival of a past TV show to present times)
61

There are too many "unoriginal" TV/movies (i.e. remakes, sequels)

59

I like it when I see brands/companies use their past logos/advertisements

59

GWI Zeitgeist January 2023 5,241 millennials aged 27-40 in 12 markets

Entertainment & media 28

 Esports interest is strong Millennials are the most likely generation 9

among millennial gamers to livestream and vlog about games

% of millennial gamers who are % of millennial gamers who do the following

interested/uninterested in esports
IDX

Extremely Watch gaming streaming 1.07

21 28
interested on Twitch or YouTube

Participate in online chats 1.14

24
and communities
The competitive edge: Very
25
esports and streaming interested

Millennials are avid gamers. They ocean compared to traditional sports, likely generation to stream themselves Post on social media about
22 1.18
spend an average of 1h 20 mins a day but first place finishes now make mil- playing games, and to blog or vlog gaming experiences
on games consoles, just as much time lionaires of top gamers. about the games they play. They also
as Gen Z. But what makes them dif- actively seek to insert themselves into
ferent is how, and why, they’re gaming. As a result, millennials’ connection the online gaming conversation. Quite Write reviews or critiques
30 18 1.15
Gen Z are the most likely generation to to esports is deep rooted. They’re the interested of games I play
say they game to socialize with their most likely generation to engage in Top gaming content creators like
friends or to escape from reality, but this space on a daily basis, and buy PewDiePie, Markiplier, and DanTDM
Upload my own gaming footage to
millennials stand out for wanting to merchandise. And they’re not slowing are all millennials. They’ve grown 17 1.18
YouTube or other video sharing platforms
compete online. The same goes for down either. The number of millennials through the inception of online
esports. Gen Z are more interested in playing League of Legends, by many gaming, and the following golden era Not particularly
interested 15 Livestream my own games to Twitch
it overall, but millennials are 31% more metrics the world’s top esport, has of games. Games like Call of Duty and 15 1.27
or other live streaming platforms
likely than the average gamer to be increased by 15% year-on-year. Minecraft gave birth to a new genre
extremely interested. of online content, and with it, creators’ Not interested
9 Blog or vlog about the games I play 13 1.20
Esports, of course, goes hand-in-hand careers. Millennials are at the forefront at all
Esports is a young industry, but millen- with streaming. The growth of esports of creation in this sector, despite con-
nials have seen it flourish. Competition in the 2010s aligned with the growth tent also being largely consumed by
winnings once were a drop in the of Twitch. Millennials are the most their younger counterparts. GWI Gaming Q4 2022 10,080 millennial gamers aged 26-39

Entertainment & media 30

Trend in action

Gen Y & AI
The trend on everyone’s mind right now
is AI. There have been many recent con-
troversies around AI-generated art, with
average to say that AI will put jobs
at risk, and are 12% more likely than
average to believe it’ll allow employees
musicians, writers, and illustrators to save time on tasks.
being some of the most-affected. But
the millennial (Generation Y) perspec- This doesn’t mean they’re not cau-
tive on this issue is more liberal than tious, though. Millennial ChatGPT
average. They’re the most likely genera- users are 47% more likely than Gen Z
tion to be interested in seeing AI music, to think the tool isn’t reliable when
TV, and film, and are over 10% more used consistently, and are the most
likely than average to believe that AI likely generation to support the kind
tools should be able to imitate human of government intervention that the
art/music without legal concerns. EU is looking to implement. Gen Z
have jumped head-first into using
When it comes to using the tools them- AI, being the most likely generation
selves, millennials are the most likely to use it daily in the workplace, but
generation to be very interested in using millennials are comparatively slower
ChatGPT, and among those who use to lean in.
it, the most likely to find it very helpful.
Millennials will be at the forefront of
In the workplace, many millennials AI innovations, as they’re very open
see AI as an ally, rather than a threat. to what the technology has to offer,
Millennials are 10% less likely than but they’d rather look before they leap.

Entertainment & media 32

Millennials are buying in to AI... ...but they aren’t without their concerns 10

% of millennial ChatGPT users who agree with the following statements % of millennials who agree with the following statements

IDX IDX
I would consistently use ChatGPT over a search engine to help answer questions Companies that create AI tools need to be transparent about how they are being developed
78 1.14 66 1.00

I found myself chatting to ChatGPT like I would be to a live person (i.e. typing please and thank you) I'm comfortable using an AI integrated tool to buy a product/service
74 1.17 51 1.09

I would pay for a premium version of ChatGPT I trust AI tools to provide unbiased information/facts about a topic
65 1.37 49 1.11

I'm concerned that ChatGPT is a biased tool I'm comfortable seeing ads when using AI tools
58 1.28 44 1.10

I could not tell the difference between a ChatGPT response and a human response
56 1.13

I don't think ChatGPT is a reliable tool that I can use consistently

54 1.24

GWI Zeitgeist February 2023 551 millennial ChatGPT users aged 27-40 in 11 markets GWI Zeitgeist April 2023 4,996 millennials aged 27-40 in 12 markets

Entertainment & media 34

03
Social media

Who’s using what?

Millennials grew up using Facebook, playing favorites – but time will tell if
and the platform has been a resilient it can stay in the lead for everyday use.
part of their social media footprint
since then. Unlike Gen Z, who use We can get an interesting look at how
Instagram more, Facebook remains things might change down the line by
their most-used app, and also their looking at how younger and older mil-
favorite. Though, TikTok has captured lennials’ favorite platforms compare.
more of their time in recent years. Those aged 27-33 prefer Instagram the
most, while for 34-40s, it’s WhatsApp.
TikTok has spearheaded the short- It’s clear life stage has a part to play,
form content boom. The platform’s which provides a staunch reminder
creation and editing tools have made that brands can’t treat all millennials
it even easier than ever to participate in in the same way, even on social.
viral trends – something millennials are
10% more likely than the average user And for businesses, it’s not just about
to do. Still, Facebook remains comfort- what platforms each group’s using, but
ably ahead of TikTok when it comes to also how well they adapt to each one.

Social media 36
Top 10 Favorite
11
Ranked order of the top social media platforms, based % of millennial social media users
on the % of millennials who use the following at least monthly, who say the following app is their favorite

social media social media

and the % change in users since Q1 2021

services for % change platforms

millennials Rank since Q1 2021
for millennials Facebook 22

1 Facebook -5

2 Instagram -4

3 WhatsApp +1
Instagram 21

4 Facebook Messenger -8

5 TikTok +16

6 Twitter -8 WhatsApp 21

7 Telegram Messenger +3

8 Snapchat -2 TikTok 9

9 Pinterest -15 Twitter 4

Telegram Messenger
Facebook Messenger 4
Pinterest
GWI Core Q1 2021 & Q1 2023 10 LinkedIn -9 3
435,584 millennials & 68,977 millennial Snapchat 2
social media users outside China aged 27-40
2
LINE 2

Social media 38
The
12
% of millennial platform
users who would like to
see the following types

millennial
of content on each app

social
Facebook Instagram Discord LinkedIn Reddit Snapchat TikTok Twitter YouTube

Funny 43 49 34 15 34 42 58 33 51

vibe map
Informative 40 41 40 60 56 30 34 51 51

Creative 37 44 35 32 39 39 46 32 46

Relaxing 34 36 29 18 22 37 39 26 41

Engaging 33 35 38 29 39 33 33 33 39

What vibe millennials want Relevant 33 32 34 39 44 27 26 35 36

on each social platform
Exciting 31 35 28 23 27 34 38 28 40

Inspirational 30 36 24 37 29 26 32 29 38

Helpful/How-to Guides 27 27 28 36 39 22 27 26 43

Personable 27 25 26 25 26 30 25 24 26

Trendy 24 36 24 20 27 34 35 29 30

Community-driven 23 17 44 31 37 21 16 25 19

Heartwarming 23 21 21 14 21 23 23 18 25
GWI Zeitgeist April 2023
3,937 millennials aged 27-40 in 11 markets
Inclusive 21 22 32 25 25 22 20 22 23

Social media 40
 4eva!!!!

OMG

Capturing the right mood urgh... cringe!

Every platform has its own unique vibe. most successful brands on social media
One might offer a feature that another are the ones who can tell a good joke – or
doesn’t, and there’s a specific reason know how to take one. Read the room
millennials log on to the platforms they before you post though. Millennials, like
do. Brands need to remember that, any generation, have their own unique
when it comes to social media mar- sense of humor, and a lot’s changed
keting, a one-size-fits-all approach in recent years. Get it wrong and you
isn’t the way to go. Learn what users could be branded “cringe”.
on different platforms are looking for,
and you’ll be better placed to engage If you really want to engage with mil-
with them. lennials, it helps to be exciting. Across 9
platforms, they’re more likely than aver-
The best place to start is by leaning into age to want this kind of material. That
humor. Millennials don’t necessarily means keeping up-to-date with what’s
stand out for liking this content, but it’s happening, including what’s trendy and
popular on most platforms and among relevant – which are content qualities
various younger audiences. Some of the many also want to see.

Social media 42
What do you meme? Attitudes to emojis: the the and the 13

“Talk to a man in a language he under- means of helping them process certain post, message, or comment. While % of millennials and Gen Z who agree with the following statements
stands, that goes to his head. If you emotions, or even express ideas they’d Gen Z are more likely to use emojis
talk to him in his own language, that normally struggle to get across. They’re every day, millennials are actually
goes to his heart.” Nelson Mandela a language of their own, one that’s more confident in understanding the
probably wasn’t talking about memes, enabled people to tell jokes, but also meaning behind them – they’re ahead
gifs, and emojis here – but the mes- talk about difficult subjects. To that of all other generations, in fact. Some Millennials Gen Z
sage still applies. If you want to engage end, any brand can get involved, so it’s are easier to understand than others,
with millennials (or any generation) worth keeping tabs on trending meme but it’s also a case of each genera-
Emojis help me express ideas I would normally struggle to communicate
online, you need to understand how formats. Just don’t force it; attempts to tion using them for different reasons.
they communicate. fit in can sometimes backfire. Brands don’t have to be emoji-fluent, 70
they just need to be clear on the ones 68
Let’s start with memes. Millennials Then there’s emojis: the little images they’re engaging with.
actually beat Gen Z for saying they that, like memes, help people convey
find memes funny, but they’re also a emotion in an otherwise mundane I use emojis at least once a day
72

61

Memes are a key way millennials express themselves I feel more comfortable expressing my words through emojis
64
% of millennials, who’ve done something meme-related in the last week, who agree with the following statements
65

86% I find memes funny

74% I sometimes refer to memes
in real life situations/offline I don't immediately understand the meaning behind certain emojis
43

38

77% Memes help me process

certain emotions 74% Memes help me express ideas I would
normally struggle to communicate

GWI Zeitgeist September 2022 3,656 millennials aged 27-40 who’ve done something meme-related in the last week in 12 markets GWI Zeitgeist May 2023 4,567 millennials aged 27-40 and 1,980 Gen Z aged 16-26 in 12 markets

Social media 44
 Millennials place a lot of trust in influencers 14

% of millennials who say they trust/don’t trust product/brand recommendations made by social media influencers

Trust completely Trust a lot Trust a little Do not trust at all Don't know/no opinion

13 20 47 14 6

Influencing a generation

As early users of social media, advised people against buying certain Social Measuring the influencer impact
millennials were some of the first con- products or recommended cheaper media use
sumers to be exposed to influencer alternatives. The backlash against by generation % of millennials who agree with the following statements
marketing. Despite concerns around overconsumption, growing finan-
misinformation, millennials are very cial pressures, and the need for more
Influencer recommendations are more engaging than regular ads
receptive to influencers – 80% trust authentic content were driving forces
49
them (to any extent), and they’re 15% behind the trend. But, de-influencing
more likely than the average con- is still influencing – just with a differ- I'm likely to purchase a product recommended by influencers
sumer to trust them completely. ent slant. 45

I follow influencers who regularly promote products/brands

They’re the most likely generation to Despite this trend, over 1 in 3 millennials 44
believe that influencers are knowl- say influencer recommendations are
edgeable about the products they more trustworthy than regular ads. And I'm happy with the volume of promoted products/brands I see from influencers
Download now
promote. This translates into purchase the number of millennial social media 41
behavior, too. Millennials are 13% more users following influencer accounts has Influencers are knowledgeable about the products they recommend
likely than average to purchase a grown since 2020. Brands wanting to 40
product recommended by influencers. capitalize on influencers should just be
Recommendations from influencers are more informative than from celebrities
wary about selecting the right partners.
40
While this is all good news for brands As more markets step up their meas-
who lean on these tactics, this ures to address misinformation, it’s Influencer recommendations are more trustworthy than regular ads
space isn’t without its challenges. vital for brands to find the right fit and 36
De-influencing made headlines ensure any partnership aligns with their
in early 2023, when social creators brand values. GWI Zeitgeist March 2023 3,700 millennials aged 27-40 in 12 markets

Social media 46
04 How to engage millennials
15

The purchase journey mapped out

Brand discovery Online product research Online purchase drivers Brand advocacy
% of millennials who discover new % of millennials who look for more information % of millennials who say the following would % of millennials who say the following
brands/products via the following about brands, products, or services via the most increase their likelihood of buying would most motivate them to advocate
(sorted by top over-index) following (sorted by top over-index) a product (sorted by top over-index) a brand online (sorted by top over-index)

IDX

Option to use When something

Updates on brands' Micro-blogs
social media pages
17 1.12 (e.g. Twitter)
15 1.14 "buy" button on 16 1.14 enhances my online 17 1.13
a social network reputation/status

Ads/sponsored
Messaging/live Exclusive content Access to exclusive
content on 11 1.11 chat services
17 1.13 or services
13 1.12 content or services
20 1.10
podcasts
Having insider
Posts or reviews Live-chat box so
Forums/message knowledge about
from expert 16 1.10 boards
15 1.11 you can speak to 14 1.10 the brand or its
22 1.07
bloggers the company
products

Ads seen in virtual Blogs on Ability to pay with The feeling of taking
spaces (e.g VR/AR)
8 1.10 products/brands
20 1.10 cash on delivery
19 1.07 part/being involved
23 1.05

Ads on Vlogs (blogs When something

music-streaming 14 1.10 recorded in 14 1.10 "Guest" check-out 14 1.05 is relevant to my 21 1.05
services video form) friends' interests

GWI Core Q1 2023 81,921 millennials aged 27-40

How to engage millennials 48

 Brand qualities Brand actions 16

% of millennials who want % of millennials who say brands should do the following
brands to be the following

Listen to customer feedback

40
Reliable 53
Be socially responsible
40
Innovative 43
What do millennials Be eco-friendly
want from brands? 39
Smart 43
For millennials, reliability is king. In There’s also social responsibility to be From awareness Make you feel valued
times of an economic slowdown, espe- aware of. When money gets tight, it’s to action 34
Authentic 42
cially when brand loyalty is tested, easy for consumers to see sustainabil- When it comes Help you organize/simplify your life
consumers are looking for ways to get ity as a “luxury problem”, and our data to social issues 31
value beyond cost. Nearly half of mil- backs this up. Since Q4 2020, the and sustainability, Trendy/cool 29
lennials are loyal to the brands they number of millennials who say being consumers want Help you improve your knowledge/skills
like, so if brands have good suppliers financially secure is important to them three things: Exclusive 26 31
and can manage quality control on the has barely changed, while the number transparency,
products they provide, this will likely go who say this about helping others or accountability, Be transparent about how they collect and use your data
a long way – creating valuable advo- the environment has fallen 5%. That and brand Young 24 29
cates at a time when trust is crucial. doesn’t mean businesses should put responsibility.
DE&I on the back burner though; it’s Support local suppliers
Funny 24 28
They can take this further by support- the time to do the opposite. Younger
ing consumers post-purchase too. audiences are looking to brands to
Offer customized/personalized products
Millennials are 10% more likely than offer diverse workplaces, as well as Bold 22 27
average to cite a live-chat feature as double down on their social and eco
a purchase driver, and the number commitments. Times are tough, but Support charities
Traditional 18
one thing they expect from brands is companies can do lasting damage if 24
to listen to feedback. Being on-hand to they let their values slip.
deal with any questions they may have
is a simple and effective way of earning Get the story GWI Core Q1 2023 81,921 millennials aged 27-40
those all-important repeat customers.

How to engage millennials 50

 Where millennials prioritize their cost-cutting 17

% of millennials who say they would spend less on the following in the future

Treats/luxuries Nights out/eating Vacations Home entertainment

out/socializing (e.g. TV subscriptions)

22%

Technology

42% 38% 24% 21%

Analyzing the millennial budget

Alcohol Travel costs (e.g. car fuel) Beauty/personal care Groceries/
Financial strain doesn’t mean an includes the likes of sunglasses, jew- than they were in 2022, and they’re also household
products
absolute block on spending; consum- elry, or wristwatches, all products the most likely to make luxury pur-
ers often prioritize their spending and that fewer consumers are purchas- chases in general.
make money-saving swaps to free up ing wave-on-wave. Millennials are no
26% 20% 15%
room for little treats. This pattern is different; 42% expect to spend less Something that millennials are will-
known as the “lipstick effect”, but it on treats/luxuries, and the number ing to make a little wiggle room for is
can apply to any product. who purchased any personal items travel. Vacations are a big purchase, Clothing Gifts for other people Utilities (e.g.
in the last 3-6 months has fallen 8% but there are several everyday items finding cheaper
Luxuries come out on top when look- since 2018. that millennials would sooner slash suppliers)
ing at what consumers would spend from their budgets. In the last wave
less on further down the road. Think But brands in these sectors can still alone, we’ve seen a 22% rise in millen-
along the lines of expensive, often thrive, especially by targeting this gen- nials planning to purchase vacations 29% 26% 20% 14%
status-enhancing, products that eration. In fact, our data reveals that abroad, and a 15% rise in those plan-
consumers are more comfortable millennials are tied with Gen Z as the ning to buy domestic ones; a welcome
buying when times are good. That most likely to say they’re spending more relief from trying times. GWI Zeitgeist January 2023 5,241 millennials aged 27-40 in 12 markets

How to engage millennials 52

 APAC spotlight

Live shopping
experiences in APAC Millennials in APAC lead the way for livestreams 18

On the whole, millennials are more fray as consumers watch influencers % of millennial social media users in the following markets who use social media to watch livestreams
likely to use social media to watch talk about their purchases and provide
livestreams than any other genera- detailed insight into the products. It
tion, but you have to cast your eye on gives influencers more control, but this
APAC markets to get a sense of just means more avenues for creativity – 27 27 25 22 18
how popular an activity – and opportu- like the “quiet-selling” trend in China,
nity – it really is. Of the top 10 markets where influencers depart from the often
for watching livestreams online or on fast-paced, dialogue-heavy format of
social media, 5 of them are in APAC. traditional ecommerce livestreams.

44%
With social media already a key part
of millennials’ purchase journey, lives-
treaming is well-placed to support their
preference for content and entertain-

of millennial TikTokers in
ment. Not to mention the ever-increasing
popularity of videos on social media – the
effects of which have already been felt
in the world of ecommerce. APAC say they’ve watched
It’s a match made in heaven for some
a livestream on the app Asia Pacific Latin America Middle East and Africa North America Europe

sectors, particularly luxury. In China,

brands like Tom Ford, Tommy Hilfiger,
in the last month, up 17%
and Michael Kors have joined the since Q4 2020 GWI Core Q1 2023 78,375 millennial social media users aged 27-40

How to engage millennials 54

Your audience is
in our platform
Our platform gives you instant access to
the answers you’re missing. With consistent
audience research that’s run worldwide, this
is your window into their world – through a
global and local lens.

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Appendix

1 What best describes your 5 On an average day, how gaming, which of these often do you use emojis, if services? • When shopping
marital status? (Married) long do you spend on the things do you do? at all? online, which of these fea-
• How many children do following? tures would most increase
you have? • Are either you 10 To what extent do you agree 14 How much do you trust your likelihood of buying a
or your partner currently 6 On an average day, how or disagree with the follow- product/brand recom- product? • What would most
expecting a child? • What long do you spend on the ing statements? mendations made by motivate you to promote
is your current working following? social media influencers? • your favorite brand online?
status? • Which of these Thinking about social media
best describes your role? 7 On an average day, how influencers, to what extent 16 Which of these do you want
long do you spend listen- 11 How often do you visit or use do you agree or disagree brands to be? • Which of
2 Which of these things are ing to podcasts? • Which these services? • Which of with the following? these things do you want
you interested in? are your preferred types of these would you say is your brands to do?
podcasts? favorite?
3 In the next 6 months, how 17 Thinking ahead, which of
do you think the following 8 What type of media do you 12 Which of the following 15 How do you typically find these would you spend
will change? (My personal feel nostalgic for, if at all? • describes the type of con- out about new brands and less on?
finances will get better) To what extent do you agree tent you would like to see on products? • Which of the
or disagree with the follow- the following platforms? following online sources 18 What are your main rea-
4 Which of the following ing statements? do you mainly use when sons for using social media?
issues/movements are 13 To what extent do you agree you are actively look- (Watching livestreams)
important to you? 9 How interested are you in or disagree with the fol- ing for more information
esports? • Thinking about lowing statements? • How about brands, products, or

58
Notes on methodology

Introduction unique and persistent iden- To do this, we conduct Sample size Argentina 599 Malaysia 1,678
tifier regardless of the site/ research across a range of by market Australia 2,681 Mexico 1,928
All figures in this report are panel to which they belong international and national Austria 652 Morocco 310
drawn from GWI’s online and no respondent can sources, including the This report draws insights
Belgium 567 Netherlands 710
research among internet participate in our survey World Bank, the ITU, the from GWI’s Q1 2023 wave
Brazil 3,238 New Zealand 594
users aged 16-64 or 16+. more than once a year I nte r n a t i o n a l L a b o u r of research across 52 mar-
Please note that our fig- (with the exception of inter- Organization, the CIA kets, with a global sample of Bulgaria 396 Nigeria 320
ures are representative of net users in Egypt, Saudi Factbook, Eurostat, the US 81,921 millennials. Canada 1,974 Norway 399
the online populations of Arabia and the UAE, where Bureau of Labor Statistics Chile 478 Philippines 1,491
each market, not its total respondents are allowed as well as a range of China 9,850 Poland 1,109
population. to complete the survey at national statistics sources,
Colombia 1,383 Portugal 668
6-month intervals). government departments
Czech Republic 379 Romania 393
Our research and other credible and
Our quotas robust third-party sources. Denmark 422 Russia 1,479
Each year, GWI interviews Egypt 696 Saudi Arabia 835
over 970,000 internet To ensure that our research France 2,891 Singapore 1,177
users aged 16-64 across is reflective of the online Germany 3,024 South Africa 705
52 markets. Respondents population in each market, This research is also used
Ghana 339 South Korea 655
complete an online ques- we set appropriate quotas to calculate the “weight”
Greece 369 Spain 2,839
tionnaire that asks them on age, gender and edu- of each respondent; that is,
a wide range of questions cation – meaning that we approximately how many Hong Kong 694 Sweden 793
about their lives, lifestyles interview representative people (of the same gender, Hungary 399 Switzerland 481
and digital behaviors. We numbers of men vs women, age and educational India 5,839 Taiwan 902
source these respond- of 16-24s, 25-34s, 35-44s, attainment) are repre- Indonesia 2,472 Thailand 1,638
ents in partnership with a 45-54s and 55-64s, and of sented by their responses.
Ireland 449 Turkey 754
number of industry-lead- people with secondary vs
ing panel providers. Each tertiary education. Israel 499 UAE 1,006

respondent who takes a Italy 2,752 UK 3,172

GWI survey is assigned a Japan 2,789 USA 8,274
Kenya 363 Vietnam 1,417

60
Mobile survey and the questions asked to significantly between coun- users will be young, urban, Argentina 93 Malaysia 96
respondents mobile respondents, please tries (from a high of 90%+ in affluent and educated. Australia 99 Mexico 85
download this document. parts of Europe and North In some Middle Eastern, Austria 96 Morocco 89
From Q1 2017 on, GWI has America to lows of around African and Asian coun-
Belgium 98 Netherlands 97
offered our Core survey on Internet 20% in parts of APAC), the tries (e.g. India, Indonesia),
Brazil 91 New Zealand 98
mobile. This allows us to penetration nature of our samples is we would also expect a gen-
survey internet users who rates: GWI impacted accordingly. der-based skew towards Bulgaria 90 Nigeria 70
prefer using a mobile or versus ITU figures males. Generally, younger Canada 99 Norway 100
are mobile-only (who use Where a market has a high internet users are more Chile 92 Philippines 78
a mobile to get online but As GWI’s Core Research is internet penetration rate, active and engaged with a China 79 Poland 95
do not use or own any other conducted among 16-64 its online population will be lot of the behaviors and ser-
Colombia 83 Portugal 92
device). Mobile respondents year-olds, we supplement the relatively similar to its total vices tracked by GWI, which
Czech Republic 97 Romania 94
complete a shorter version internet penetration forecasts population and hence we means % scores will typically
of our Core survey, answer- for a country’s total popula- will see good representa- be higher in low-to-medi- Denmark 100 Russia 97
ing 50 questions, all carefully tion (reproduced right) with tion across all age, gender um-penetration markets. Egypt 70 Saudi Arabia 94
adapted to be compatible internet penetration fore- and education breaks. This France 97 Singapore 99
with mobile screens. casts for 16-64s specifically. is typically the case in North Germany 97 South Africa 81
Forecasts for 16-64s will be America, much of Europe
Ghana 64 South Korea 100
Please note that the higher than our forecasts for and places in APAC such
Greece 92 Spain 98
sample sizes presented in total population, since 16-64s as Japan and Australia.
the charts throughout this are the most likely age groups Hong Kong 100 Sweden 99
report may differ as some to be using the internet. Where a market has a Hungary 96 Switzerland 99
will include both mobile and medium to low inter- India 48 Taiwan 97
PC/laptop/tablet respond- Internet net penetration, its online Indonesia 70 Thailand 85
ents and others will include penetration population can be very dif-
Ireland 98 Turkey 90
only respondents who com- rates across ferent to its total population;
pleted GWI’s Core survey GWI’s markets broadly speaking, the lower Israel 96 UAE 99

via PC/laptop/ tablet. For the country’s overall internet Italy 92 UK 99

more details on our meth- Because internet pen- penetration rate, the more Japan 97 USA 93
odology for mobile surveys etration rates can vary likely it is that its internet Kenya 69 Vietnam 78

62
Get in
touch

MATT SMITH TOM MORRIS

TRENDS MANAGER TRENDS MANAGER
msmith@gwi.com tmorris@gwi.com

TOM HEDGES CHASE BUCKLE

SENIOR TRENDS ANALYST VP, TRENDS
thedges@gwi.com chase@gwi.com
© GWI 2023