The International
Millennial Segmentation

Despite the many insightful and useful comparisons of Millennials to other generations, these results only tell us how generations differ on average.
Very few individuals are average, so how do we reach the rest?

Of course, Millennials are not all the same.

We've analyzed 6,000 Millennials around the world.

India, China, the United States. These are huge, growing economies. We have analyzed 2,000 online Millennials in each of these countries, and we have come away fascinated.

OF THE WORLD POPULATION ARE
MILLENNIALS

 

76M IN THE USA
385M IN INDIA

375M IN CHINA

CITED STATISTICS ARE FROM NEILSEN

Get Involved!

We work on wildly exciting projects and interesting challenges

as we find answers to compelling questions posed by partnering organizations.

So we invite your company to get involved with us in a millennial collaboration.

6000 Respondants in USA, India and China.
The International Millennial Segmentation Study analyzes surveys of Millennials in the United States, India, and China. We obtained over 2000 survey respondents in each country to provide us in-depth look at the individuals who make up this generation – their values and behaviors – to better understand and prepare companies and others serving them.
 
Values drive behaviors
We base our segmentation on values and behavior, recognizing that values are the guiding principles behind how people live their lives.  In addition to assessing values, our survey questions explore behavior questions about professional pursuits, financial habits and purchases, health attitudes, beliefs about God, social media engagement and more. 
Online Millennials the world's change agents.
In keeping with other studies of Millennials (also called Generation Y or Echo Boomers), we refer to Millennials as demographic cohorts born between 1978 and 2000.  Because of our interest in particular in Millennials who will drive the economies of their countries, we study online Millennials in each country. While in the U.S. online and offline Millennials are largely synonymous, online Millennials in India and China are those individuals who are more upwardly mobile both educationally and economically.
 
Statistical overview
In order to base our segmentation on the connection between values and behavior, our statistical approach is comprised of two key steps.  First, we use canonical correlation to obtain metrics on how intrinsic values translate into observed behaviors. Then, we conduct our segmentation analysis on the metrics from the first step.  
 
"As a result, differences in Millennial segments reflect differences in how values translate into discretionary spending, professional pursuits, and other marketplace behaviors."

Methodology

We Derived Specific Segments That You Can Design For

Our segments are derived from how consumer values fundamentally drive consumer behaviors, resulting in meaningful segment differences useful for business decisions including product design and employee hiring.

Harmonizers
are experientially-oriented planners who work to balance career, health, relationships, and lifestyles.

Careful Balance
is detail-oriented, carefully working to balance career, health, lifestyles and relationships.

Me & Me
focus significant effort in their own key interests or pastimes, less concern about gaining respect of others.

Novelty Adopters
are highly social, risk takers who explore the new and enjoy influencing others.

Jump Constraints
are street smart and self-made, valuing both hard work and family.

Motivating Relationships
find satisfaction in helping key friends and family to develop and to flourish.

Fine Future
makes sacrifices now, investing in their future.

Caught in Constraints
life happens, and this segment is unclear on how to climb out.

LEARN MORE ABOUT ONLINE MILLENNIALS IN