Who are Millennials?
A Millennial Insights Project conducted by MFour in 2016 revealed that:
- Most are television bingers: 68% say they binge-watch at least once a month; 52% report doing it once a week.
- Movie theaters aren’t a frequent stop: 43% report having seen a movie during the month before they were surveyed.
- They like banking apps, but not bank branches: They prefer using banking apps (61%) to in-person banking (18%).
- Their smartphone use varies among demographic populations. More than half of African Americans (57%) and Hispanics (52%) say they use their phones at least five hours a day; for Caucasians it’s 39%.
How do we know? We asked. Using MFourDIY™ – the nation’s only true-mobile survey-building tool, we were able to get 1,000 validated and completed responses in less than an hour to 30 questions. Panelists were able to answer quickly and enthusiastically – because they were interacting with the survey via a smartphone app, by far Millennials' favorite conduit for receiving and providing information.
The Millennial Insights Project demonstrates what true-mobile technology can accomplish when combined with an engaged, all-mobile panel. It’s a guide to how you can make 2017 the year you solve your panel problems with faster and more accurate insights from hard-to-reach consumers.
Respondents were ages 18 to 36, and they represented the demographic makeup of U.S. Millennials: 56% Caucasian, 19% Hispanic, 14% African American, 5% Asian and 6% other. Other panel characteristics included 33% were living in a relative’s home and 19% were homeowners.