• Millennials are between the ages of 23 and 38 in 2019.

PSYCHOGRAPHICS

• According to the 2018 National Retail Federation’s quarterly Consumer View report, 78% of millennial parents use their mobile phones to research products, which is well above the 58% of other parents.
• Moreover, 75% of millennial parents use their mobile phones to check prices or availability, which is also well above the 58% of other parents and 71% of millennial parents use their mobile phones to make a purchase or place an order (compared to 51% of other parents).
•  Seventy-one percent of millennial parents will "leave a review process a return or chat with customer service after purchasing, compared with 43 percent of other parents."
• Millennial parents are looking for quick shipping as 86% have used the same-day shipping option when ordering online compared to 67% of other parents.
• Surprisingly, they are also more willing to pay for quick shipping, with only 53% expecting free shipping on orders under $50 compared with 66% of other parents.
• Even more of a contrast is the number of millennial parents using subscription services (40%) compared to just 18% of other parents.
• Millennial parents are very concerned about customer service and are twice as likely as other parents to back out of a purchase if the customer service is poor. In fact, for millennials, "service ranks ahead of convenience, selection and loyalty programs."
• Millennial parents are cause shoppers with 44% saying they "only shop at brands that reflect their social or political values, a factor cited by only 23 percent of parents from other generations."
• Millennial parents are extremely loyal as well, with 49% remaining loyal even when there are cheaper options (compared with 30% of other parents), 52% remaining loyal even when there are more convenient options (compared with 35% of other parents), and 64% choosing a brand they are loyal to before considering a competitor (compared with 54% of other parents).

DEMOGRAPHICS

• More than 1 million millennial women become new mothers each year.
• About 40% of millennial parents hold a graduate degree, which is more than double the 19% of other parents.
• Millennials parents tend to have higher incomes as well, with 69% earning more than the national median income of $59,000 per year. This compares with 53% of other parents.
• Approximately 80% of millennials with children are in their 30s and more than half the children in the United States have a parent who is 37 years old or younger.

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