“We’re not our parents generation.“
Know Your Customers: Millennials Market Research
Did you know that millennials are the generation who spend the most? At Vox Pops International, we delved into exploring this influential group through market research, gathering insights into their thoughts, behaviours and preferences. For our monthly pool, we solely focused on this generation, asking them about their media consumption, their phone usage and how they perceive themselves.
Read our previous generation pool focused on Gen Z!
Who are the Millennials?
Millennials (Generation Y), are born between 1980 and 1995, describe themselves as hard working and adaptable, often reflecting on the unique position they hold between their parents and hyper-digital Gen Z. They recognise how they grew up with technology, but it doesn’t consume them in the way it has with younger generations growing up today.
Many millennials pride themselves on being less reliant on their phones. One millennial noted, “they want to go out and experience things, but aren’t worried to take a picture of it.”
Culturally, they stand in the middle ground. While they’ve moved aways from the traditionalism of their parents, they aren’t completely aligned with Gen Z’s ethos. Millennials acknowledge how they are further behind than their parents in terms of milestones, including buying property and starting a family.
Media & Technology Habits
Millennials exhibit a wide range of screen-time habits. Some spend 1-2 hours per day on their phone, while others admit upwards of 10 hours; a number we found was the norm amongst their Gen Z counterparts.
When it comes to social media, this generation is divided. While some remain active users, particularly for educational or practical content like cooking and skincare tutorials, others have chosen to disengage entirely. Interestingly, social media influencers appear to hold limited sway over this group compared to younger audiences.
For media consumption, millennials gravitate more toward TV, video content, and news. Many prefer staying informed through a mix of mobile apps, social media platforms, and traditional news outlets. This highlights their preference for content that is both engaging and informative.
Challenges for this Generation
One of the most prominent concerns for millennials is the housing crisis. Many feel disheartened by the stark contrast between their ability to buy a home and the ease with which previous generations could do so. “It’s really difficult to buy when we should be at a time where we could.”, noted one respondent. There is a clear gap in terms of accessibility and ease in purchasing a house or a flat, compared to the generation ahead of them.
Affordability is a major hurdle. Millennials point to the necessity of having either a high-paying job or financial support from family to consider homeownership. Rising stamp duties, inflated house prices and limited supply exacerbate the issue.
One interviewee responds, “the housing market in the UK is a complete mess”.
Millennials navigate a landscape of rising living costs and stagnant wages, which is making life’s major milestones harder to reach.
What Brands Resonate with Millennials?
Millennials display a growing consciousness about where they spend their money. Small businesses are appealing for their personal touch and ethical practices, but established brands like Nike, Apple, and Duolingo also hold their attention.
Brands that adapt to millennial humor or values—such as Duolingo’s playful advertising or M&S’s surprising appeal to this age group—are making strides. As one respondent put it: “M&S was always like my mum’s type of shop, but now I go in and think, ‘I actually quite like the clothes in here.’”
This shift reflects a generation that balances practicality with a sense of discovery, appreciating brands that evolve alongside them.
Key Takeaways for Brands
Millennials are a pivotal generation for businesses to understand, not just because they spend the most, but because their preferences and challenges reveal broader societal shifts. Here are the key insights companies can leverage:
Financial Challenges Impact Spending
Millennials’ financial pressures influence their spending habits, making affordability and value key drivers in their purchasing decisions. Brands that offer quality at reasonable prices or address financial concerns head-on are likely to win their loyalty.
Evolving Media Consumption
Millennials’ diverse media habits mean that companies must take a multi-platform approach. While social media remains relevant, traditional formats like TV and direct news platforms still resonate with this group.
Authenticity and Ethical Practices Matter
Millennials value transparency and ethics. Small businesses and larger brands alike can benefit from showcasing authenticity and aligning with millennial values, whether through sustainable practices or relatable marketing campaigns
Written By
Stephanie Earnshaw
Marketing and Strategy Manager
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