千禧世代文化：2011年 是由出版商Hartman Group, Inc.在2011年07月所出版的。
這份英文市場調查報告書包含136 Pages。
無法不對Millennial（千禧世代）感到興趣。他們是有趣，但難以理解的一代。構成人口的四分之一，並且影響年間超過1,700億美金消費的千禧世代，與傳統的世代不同。三分之一與家族同住，其中半數接受父母資金之援助。千禧世代為社群媒體及非傳統通訊手段的重度用戶，他們對目前及未來市場極具重要性，更進一步持續建構對消費行為、企業及品牌之想法。
本報告為，調查分析文化持續改變，幾乎無法預測，影響市場極大之千禧世代，並提出其生活型態、飲食文化、品牌忠誠度、獲得社群媒體資訊/共有方式等相關調查結果、與千禧世代交流之方式、未來展望等分析，以下列摘要形式闡述。
調查對象主題
- Millennial世代之生活型態
- 區隔其他世代及Millennial之圖像〈娛樂、休閒、政治、其他）
- 現在的人生觀
- 希望及不安
- 人口統計學性差別調查
- 本世代帶動「新」經濟方式之調查
- 飲食文化
- 影響飲食文化選擇之分析
- 以本世代生活型態進而確立消費性過程之調查
- 轉移至成人屬性飲食文化過程之調查
- 內食 vs 外食
- 健康及保健之作用
- 品牌忠誠度
- 獲得社群媒體資訊/共有方式
- 購買及消費行為中對社群媒體角色之認識
- 從何獲得產品及品牌資訊
- 何謂可信賴的資訊來源
- 與千禧世代交流之方式
- 認識及進行傳達訊息給Millennial世代之方式
- 未來展望
Abstract
An Immersive Investigation into a Unique Generation
There' s no shortage of interest in Millennials, they are an intriguing and
confusing generation. Comprising one-quarter of the population and influencing
over $170 billion in spending power annually (one out of every five household
dollars is spent on or by a Millennial), it is a non-traditional generation:
one-third live with relatives, about half receive some sort of financial
support from their parents. Millennials are heavy users of social media and
non-traditional forms of communications. They are the present and future of
the marketplace. They' re forming and shaping their spending habits and beliefs
about companies and brands now. With their prime earning years ahead of them,
isn' t it time for you to get to know Millennials better?
The Hartman Group' s “Culture of Millennials 2011” report gives you an up close
and personal look at Millennials, a generation that is transforming the
cultural landscape and will have a profound impact on the marketplace in ways
not yet imagined.
Topic areas explored in this report include:
- Millennial Lifestyle. Portrait of how Millennials are distinguished
from other generations (entertainment, leisure, politics, etc.); current view
on life; hopes and fears; examine differences across demographic variables,
explore the ways in which they navigate the “new” economy
- Culture of food. In-depth look at what influences food and beverage
choices; explore the establishment of consumption habits along their life
cycles, the transition to an adult food identity; dining in vs. dining out;
role of health and wellness
- Brand loyalty. Principal factors that encourage brand loyalty,
explore the development of trends
- Social media and acquiring/sharing information. Understand the
importance and role of social media in purchase and consumption behavior;
where do they turn for information about products and brands; what are the
trusted sources?
- Connecting with Millennials. Understand and articulate how to
message to Millennials
- Outlook on the future. What will influence food and beverage buying
decisions in the near-term future
Methodology:
Integrated qualitative ethnography and quantitative online survey. Qualitative
fielding: Two U.S. markets, Atlanta and Seattle with respondents 16-30 years
of age. Online survey: nationally representative sample of 2,674 U.S.
consumers 16-65 years of age. Key group (ages 16-30): 2,358 Millennials.
Balance of respondents comprise comparison age cohorts (Gen X and Boomers).
About Hartman Group
Since 1989, The Hartman Group has helped clients across a diverse set of
industries, from consumer packaged goods and retailing to technology and
telecommunications, and from product innovation to marketing strategy, convert
consumer knowledge into highly successful outcomes.
We are progressively using new methods of research as the consumer worldview
constantly broadens and deepens. Our analysis builds from a platform of
quantitative and immersive qualitative information to understand the
consumer' s current lifestyle and purchasing patterns.
We challenge the status quo and inspire new thinking. We reignite ailing
brands, redirect strategies and successfully inform new product development.
Report Statistics
|
|
- Publication Date: 2011-07-01
- Report Length: General report in PowerPoint format: 136 pages. Includes standard demographic data tables in Excel format.
- Market Coverage: U.S. market
|
