The results paint an intriguing picture with implications for agencies, advertisers and Bauer itself. The project forms the basis of a joint collaboration with The Drum, with Bauer Knowledge – The Millennial Chapter hub launched on thedrum.com. Over the next three months, the hub will delve deep into understanding this generation, building a comprehensive resource of knowledge, inspiration and insight.
In the study, five distinct segments are identified– the Influencers, Adopters, Apprentices, Entertained and Contented - each of whom are as different as they are alike.
The Influencers are the smallest group identified by Bauer. They account for just 11% of Millennials (1.7m) and are more likely to be male. They have the highest media consumption of any segment, at an average 66 hours a week, and exhibit the widest range of media behaviours. They are defined as creative and influential, like their voice to be heard – especially online where they are highly active - and follow trends closely.
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