Millennials

Examining the attitudes and

digital behaviors of internet
users aged 24-37
 02 Discover our data

04 Key insights

06 Lifestyle & finances

How did this group get to where they are now?
What is their financial situation, daily habits, and
attitudes to health?

24 Media & entertainment

What types of media do they spend most
of their time on each day? Which streaming
services do they engage with and how do Methodology
they game? & definitions

In this
34 Social media All figures in this report are drawn complete a shorter version of this
What are millennials’ attitudes to social from GWI’s online research among survey via mobile, hence the sample
media, and which are their favorite platforms? internet users aged 16-64. We only sizes presented in the charts through-

report
How can brands engage with them via video interview respondents aged 16-64 and out this report may differ as some will
and livestreaming? our figures are representative of the include all respondents and others
online populations of each market, will include only respondents who
46 Buying habits not its total population. Note that completed GWI’s Core survey via PC/
How do they prefer to shop and what was the in many markets in Latin America, laptop/tablet.
impact of COVID-19 on their purchases? What the Middle-East and Africa, and
GWI Generation reports are can brands do to appeal to millennials? the Asia-Pacific region, low internet Throughout this report we refer to
designed to examine the digital penetration rates can mean online indexes. Indexes are used to compare
behaviors of a particular gener- 58 Appendix populations are more young, urban, any given group against the aver-
ation – showcasing trends over affluent and educated than the total age (1.00), which unless otherwise
time as well as analyzing how the 60 Notes on methodology population. stated refers to the global average.
audience in question compares For example, an index of “1.20” means
to the overall internet population. 64 More from GWI Each year, GWI interviews over 688,000 that a given group is 20% above the
In this report, we place the spot- internet users aged 16-64 via an global average, and an index of “0.80”
light on millennials – consumers online questionnaire for our Core means that an audience is 20% below
aged 24-37. dataset. A proportion of respondents the global average.
 Each of the

Discover the graphs is

numbered

data on our
More information can
be found in the Appendix
section at the end of

platform
this report

Each chart from our ongo-

ing global research in this
report contains a hyper-
link that will bring you
straight to the relevant
k
question on our Platform, ea of
Sn iew
where you can investigate ev ew
pr ur n orm
all data by demographics, o tf
pla
over time, and among your
own audiences.
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Source Information
about the source
Base and base

3
Key
insights Despite
numerous
They don’t
have
Building your
brands goes
setbacks, negative hand in hand
Millennials millennials views of with building
are slowly remain social media their brand.
becoming the positive. but are
benchmark They grew up conscious of
of consumer gaming and its impact
behavior. it shows. on mental
This is a generation that more than any
other has been set back by economic

health.
crises during their peak earning years. To appeal to millennials, brands need
With 12% being temporarily laid off or to prioritize their status and make
2020 saw the world rapidly acceler- placed on furlough and 7% having lost Gaming shines through in every aspect them feel special in every step of the
ating most of the digital consumer their job, millennials have been dispro- of millennials’ lives – from their interests purchase journey. This cohort stands
trends that were already underway portionately impacted by the economic and entertainment behaviors, to what Millennials are slightly more likely than out the most from the average inter-
prior to the crisis. From shopping and turmoil of COVID-19. However, they influences them as consumers; and the other age groups to believe social media net user in wanting brands to improve
banking to entertainment and work, maintain a very positive mindset when pandemic has accelerated this. Our is good for society. But their relatively their image and reputation. They’re a
our lives largely moved online, and so it comes to their personal finances. Zeitgeist research from October showed positive view doesn’t mean they aren’t status-seeking bunch and are unlikely
did consumer behaviors. As a result, Even though nearly 4 in 10 in the U.S. that 38% in the UK/U.S. are playing aware of the time they spend scrolling to be intrigued by brands that don’t
we’re seeing millennials’ digital-first and UK say the outbreak has had a big more video games since the outbreak through their social media feeds. They make them stand out from the crowd.
habits becoming the norm, and slowly or dramatic impact on their finances, began, jumping to 42% among younger are more likely to have tracked their Earning their loyalty will be rewarding
replacing their predecessors, Gen X, globally, they’re much more likely than millennials. They spend longer on con- screen time and are also the most likely given that they’re also the most likely
to represent the most common con- other generations to think this will soles than the average and are loyal generation to say they’re using social generation to shout out about a brand
sumer behavior. improve in the next 6 months. to PlayStation. media less than they used to. to their friends and family.

5
 Living arrangement 1

01 % of millennials who live with...

All millennials (24-37) Younger millennials (24-30) Older millennials (31-37)

Lifestyle & finances My partner

My child(ren)
56
45
46
32
70
60
My parent(s) 37 44 28
Other family member(s) 16 19 12
I live alone 7 8 6
Roommate(s)/friend(s) 3 4 2
Profiling millennials
Others 2 2 1

Living environment Employment status

Relationship
status

41
Rural 11 Married
54
Single
70
Suburban 22 In a relationship
Full-time worker 63 Divorced/widowed

Other
42
32
18
Urban 67 Self-employed 11
12 15 9
Part-time worker 8
1|1 1|1 2|1
Unemployed 8
Student 4
Full-time parent 4
Other 2
GWI Q3 2020 66,466 millennials aged 24-37 • 35,084 millennials aged 24-30 • 31,382 millennials aged 31-37

Lifestyle & finances 7

Millennial
milestones

With the oldest millen- Referred to as the investments decline. COVID-19

nials nearing 40 while
the youngest are in their
mid-20s, this consumer
“Recessionals”, this is
a generation that more
than any other has been
In fact, according to
Experian they ’re the
generation with the
7%
of millennials
segment is an elusive and set back by economic fastest-growing debt. have lost
diverse bunch and a key crises during their peak their jobs
target for brands. At the earning years; and this Despite this, millen-
beginning of 2020 they has taken a toll on the nials are all in for the
represented the single major milestones of cause; their support
largest generation in their lives. Compared for charities increases
the global full-time work- to other generations with age, with a quar-
force (65%). However, they’re more likely to ter of millennials today
with 12% being tempo- p o st p o n e c o m m i t- donating regularly or
rarily laid off or placed on ments like marriage, semi-regularly (more
furlough and 7% having parenthood, and home than any other gen-
lost their job, millennials ownership. Their debt eration). So, despite
have been dispropor- is progressively accru- numerous setbacks,
tionately impacted by ing as they get older, this consumer seg-
the economic tur- while at the same ment remains a savvy
moil of COVID-19. time, their savings and and woke bunch.

Lifestyle & finances 9

Timeline of millennial
2

milestones

In full-time employment Parents Have cash/savings/pension Invested in real estate/property*

48 50 55 57 56 59 65 65 22 25 29 33 35 42 46 53 75 73 69 66 68 69 68 21 20 20 14 16 17 16

2013 2020 2013 2020 2013 2020 2013 2020

Home owners Have a short-term loan Donate to charity regularly/semi-regularly

*other than the one they live in
67 66 70 70 70 72 74 No data 23 24 26 27 No data 19 18 20 25 25

GWI 2013-2020 (Averages of waves conducted

between Q1 2013-Q3 2020)

59,315 (2013) • 64,967 (2014) • 75,966 (2015) • 80,930

(2016) • 144,803 (2017) • 184,059 (2018) • 225,553
2013 2020 2013 2020 2013 2020
(2019) • 197,654 (2020) millennials born between
1984-1997

Please note trended data accounts for year-on-year ageing of the sample

11
 Millennials as decision-makers 3
% who are ultimate decision-makers when their company is purchasing the following

Millennials Other professionals

All products (net)

47 38

Hardware (e.g. computer equipment, mobile phones, etc)

33 27
Professional life
Software (e.g. programs, online services, licenses, subscriptions, etc)
Before we move on to products. This makes paid-for versions of LEADERSHIP ROLES
24 21
looking at millennials as
consumers, it’s important
to recognize this cohort’s
them a particularly
appealing demographic
for B2B brands.
these tools than their free
equivalents. This is likely
due to two main reasons:
19%
of millennials
influence in the B2B first because this group hold managerial
world. With over 4 in 10 When it comes to soft- is willing to accept the roles The opportunity in software
describing themselves as ware tools, the biggest trade-off between pre-
career-focused, millenni- opportunity lies with mium price and better % of millennial tech decision-makers who...
als are moving through customer support tools functionality; and second
the ranks and increas- like Zendesk and sales because for most soft- Do not use Would consider free version Would consider paid-for version
ingly taking on leadership or lead tracking software ware products, they’re
roles in the workplace. like Salesforce. Currently, more likely using trials 34 12 14 32 9 14 28 9 12 24 7 9 21 8 8
They’re most likely to be these are the tools that first rather than jump-
in management (19%) or around a third of millen- ing on the paid versions
executive management nial tech decision-makers straightaway. Although
roles (16%) and nearly don’t use in their compa- millennials are all in for
half of them are the ulti- nies but would consider experimenting with new
mate decision-makers in purchasing. The good tools, more than any
their companies, with a news for brands is that other cohort, they seek Customer support tools CRM/sales/lead Project management Analytics services (e.g. Collaborative
(e.g. Zendesk, tracking software (e.g. tools (e.g. Trello, JIRA) Google Analytics) communication/sharing
particular influence over they’re also more likely reassurance before com- Freshdesk) Salesforce, Hubspot) tools (e.g. Slack, Skype)
hardware and software to be interested in the mitting to a decision.

If you’d like more information on the new generation of B2B buyers, please see our Work in BETA report. GWI Work Q2 2020 5,540 millennials aged 24-37 and 12,254 other professionals in 10 countries

Lifestyle & finances 13

 Income 4

Low Medium High Don't know/prefer not to say

All millennials
33 33 29 5
(24-37)

Financial situation Younger millennials

36 33 25 6
(24-30)

When it comes to their them have responded to SAVINGS on their finances, globally,
financial situation mil-
lennials don’t deviate too
much from the average
the crisis in the same way.
For example, freelancers
have found it most chal-
46%
of millennial
they’re much more likely
than other generations
to think their situation
Older millennials
(31-37)
29 33 33 5

consumer, but it’s impor- lenging to keep their work f re e l a n c e rs will improve in the next 6
tant to consider the contracts, and as a result, are most likely months (57% vs 48%). This
wide age bracket of this they’re most likely to have to have used is due to key attitudes and
cohort. Older millennials used their savings (46%). their savings behaviors this group exhib-
are better off financially At the same time, stu- its compared to others; they
than their younger coun- dents have been more not only feel more confident Financial … say their personal finances will get better in the next 6 months
terparts, primarily due likely than other millennial at managing their money awareness 57 48
to a larger proportion of groups to have taken out and are more mindful of and mindset
them working full-time. a loan as a response to their spending, but are also ...say they're good at managing money
But with 25% of younger the outbreak (15%). utilizing technology to help 38 36
millennials occupying them with this. Millennials
the high-income group, Despite all the economic ...have tracked their spending on their mobile in the past month
they’re still more well-off and financial setbacks, Brands shouldn’t be dis- Other generations 36 32
than Gen Z aged 16-23, millennials maintain a couraged by millennials’
…say they're money-driven
of which only 18% are very positive mindset. financial hardships at this
25 22
high earners. Even though nearly 4 in time as they hold the nec-
10 in the U.S. and UK say essary mindset and past
It’s also important to the outbreak has had a experience to recover from
recognize that not all of big or dramatic impact a financial shock. GWI Q3 2020 66,466 millennials aged 24-37 • 35,084 millennials aged 24-30 • 31,382 millennials aged 31-37

Lifestyle & finances 15

 Millennials who 5
own stocks/shares

2019 Q3 2020

Investments & Asia Europe Latin Middle East North

shareholding Pacific America & Africa* America

The crisis has brought a outbreak and the sub- average investor to be
new generation of inves- sequent stock market using new solutions like
tors on the horizon, a crash have presented the no-fee start-up trad- Millennials are
large majority of which an opportunity for the ing platform Robinhood. often named as the % change -12 +17 +43 +32 +36

are younger audiences more inexperienced and The fact that this is the generation of no
like Gen Z and millen- younger users to enter second most widely used income, no job, no
nials. Despite often the world of investing. platform among this assets. Our data
being portrayed as the Since 2019 we saw an group just behind Fidelity proves that for our
cohort lacking financial increase in millennials shows how unique mil- investors at least, this
literacy or security, our investing in stocks and lennial investor behaviors stereotype is incorrect 25 22 11 13 9 13 12 16 23 32
research shows they’re shares across all regions are to those of their older
actually the most likely but APAC. However, fol- counterparts; most of all, VICTOR TROKOUDES,
group to own some kind lowing the results of the they’re looking for simple CEO & co-founder of Plum GWI 2019 & Q3 2020 179,957 (2019) • 44,780 (Q3 2020) millennials aged 24-37 *excluding Ghana, Nigeria, Kenya and Morocco
of savings or investments U.S. election, it’s likely and intuitive tech solu-
(87%). Millennials still that as the U.S.-China tions that allow them to
lag somewhat behind relationship improves, enter the stock market

Close to a quarter of
their older counterparts the stock market will free of charge. As this
when it comes to invest- entice new entrants eco-conscious group

U.S. millennial investors

ing in stocks and shares from Asia too. increasingly represents
though, as they’d rather a greater portion of

use Robinhood, 2.21x

put their money in less Currently, North America decision-makers in the
risky options like gold, holds the largest share workplace and company

as likely as the average

for example. of millennial stock and shareholders, we’re likely
share investors at 32% to see sustainability

stock investor
However, they’re catch- and our U.S. dataset rising as a top priority for
ing up fast and they’re shows they’re much businesses they have a
doing it in new ways. The more likely than the stake in.

Lifestyle & finances 17

Health-consciousness

Millennials are at the each month, and less likely UK and U.S. from August asked people during peak
forefront of the health-con- to purchase frozen meals, shows they’re also the least lockdown back in April which
scious era, with almost half soft drinks, and spirits. likely group to have can- types of keep-fit activities
of them describing them- They ’re also interested celed their membership. they were doing, millennials
selves as such. But this in vegan and vegetar- However, it’s still half who were the most likely cohort
isn’t just a label they’ve ian foods (12% and 20%, said they’ve canceled and to livestream exercises
given themselves – it’s an respectively), especially the businesses in this space will online (28%).
attitude translated into females and the high earn- be thinking about ways of
their interests, lifestyle, and ers of this cohort. enticing those customers Post-COVID, we expect this
behaviors as consumers. back once the outbreak group to continue engag-
Millennials’ health-con- is over. ing with virtual workouts
Out of the 51 interests we scious lifestyle isn’t just alongside gym and outdoor
track, health foods/drinks is about their diet – they’re The future of the fitness activities, although digital
the 6th most popular inter- very keen sports play- industry is uncertain but the formats will likely diminish
est millennials have (47%), ers and fitness & exercise primary driving force behind in importance once the out-
which is higher up in their enthusiasts. Although the its recovery will most likely be break is over. It’s inevitable
list of interests than other impact of the outbreak has the millennial group. Similar the industry will move toward
generations. As a result, been felt across the indus- to their finances, millennials a more hybrid future though,
their diets can differ from try, in Q3 2020 it’s still are more likely than others as online classes have so far
that of the average inter- 46% of millennials who say to rely on technology to help proved fruitful additional
net user. When compared they go to the gym at least them improve their health revenue streams. With play-
to their older counterparts, once a week, compared to and fitness; and the pan- ers like Apple entering this
millennials are more likely just 34% of other genera- demic has accelerated this space, it’s clear that virtual
to buy health foods (32%) tions. Our research in the trend even further. When we fitness won’t be short-lived.

19
 6
The attitude
% who describe themselves as health-conscious
All products (net)
49
Technology’s Millennials Other generations

key to their 33 32 27

health
29 28 25

The interest
% who are interested in…

47 42 41 39 35

Health foods/drinks Personal healthcare Playing sport Fitness & exercise Outdoor activities
(e.g. camping)

… trust new technology to … have used a health, … are comfortable with

improve their health fitness and nutrition app their apps tracking their
The action in the last month activity (e.g. walking,
sleeping)
% who do the following at
least once a week 59% 46%
go running/jogging go to the gym
GWI Q3 2020 66,466 millennials aged 24-37 • 112,735
internet users from other generations

Lifestyle & finances 21

 7

Mental health I feel comfortable by gender by income

Millennials’ health-con- is to proactively address talking about my Male 31

Low 28

mental health
scious mindset isn’t the issues consumers
limited to their physical might be facing with Medium 33
health. In fact, from our their lives and adapt
research in September quickly to the chang- Breakdown of millennials who say the
we found that millenni- ing landscape. Our statement above describes them Female 33 High 37
als in the UK and U.S. are Zeitgeist research from
more concerned with September shows that GWI Q3 2020 66,466 millennials aged 24-37
their mental and emo- millennials are most
tional wellbeing (35%) likely to turn to friends
than their physical and family for support
health and fitness (31%). (63%), but what’s strik- Sources of support 8

7% of millennials
However, there’s more to ing here is the fact that
be done in terms of nor- social media (34%) and % of millennials in 63% | 0.96 IDX 39% | 1.12 IDX 34% | 1.10 IDX

say they have a

malizing mental health medical professionals 7 countries* who Friends & Medical Social media
family professionals
issues and enticing this (39%) are almost on feel able to turn to

mental health
cohort (especially males par for this segment. the following for
and lower-income For males, social media support 24% | 1.15 IDX 23% | 1.24 IDX 21% | 1.15 IDX

condition,
groups) to talk about is even a more popular One-to-one Websites/ Online support
it. At only 32%, millen- source of support than counselling blogs forums

jumping to 21%+
nials are the least likely medical professionals. services
generation to say they’re This suggests that more
17% | 1.09 IDX 17% | 1.16 IDX 8% | 1.45 IDX
in the U.S., UK,
comfortable discussing awareness needs to be
mental health. raised when it comes to Local/ Online/ My employer
community telephone
Sweden, and
the importance of look- groups services
The role of govern- ing after one’s mind in

Australia
ments, brands, and the same manner as *Brazil, China, France,
businesses at this time looking after one’s body. Germany, India, UK, U.S.A. GWI Zeitgeist September 2020 2,497 millennials aged 24-37 in 7 countries

Lifestyle & finances 23

 Time spent on entertainment 9

02 Average time spent on the following each day Millennials Average internet user h:mm

Media &
Social media
2:34 2:25
Radio
1:02 1:00

entertainment Music streaming

Podcasts
1:40 1:30

1:03 0:54
Linear TV
1:55 1:58
Entertainment activities Online TV
1:37 1:26
Overall, millennials consume all sorts They’re 23% more likely to use these Online press
of media more than the average inter- devices to play games so it’s not sur- 1:22 1:12
net user. They spend more time on all prising that they spend longer there as Physical press
0:57 0:50
behaviors listed in the chart, except well. Later in the report we explore in
linear TV, where they lag behind some- more detail the implications for brands Games
1:23 1:11
what. This is likely due to the increasing in the gaming space.
popularity of online TV among this GWI Q3 2020 44,780 millennials aged 24-37
audience, with them spending around Podcasts also deserve special attention
15 minutes longer per day streaming in here. Although they’re still less popular 10
2020 compared to 2018. Engagement than music streaming, they’ve enjoyed
with broadcast TV is especially pro- steady growth among millennials. With Engagement 27 29 34 35
nounced in Europe and North America their informative and off-screen nature, with podcasts
where internet users typically spend the proportion of millennials listening to
much more time there than on its podcasts on their mobile has grown eight % of millennials who have
online equivalents; and millennials are percentage points since 2017, reaching listened to/watched a podcast
no exception. 35% in 2020. This is a relatively novel on their mobile in the past month
but a potentially fruitful way for brands 2017 2018 2019 2020
Where millennials really stand out from to reach this audience, especially when
the rest of the online population is when millennials are more likely than average
it comes to playing on games consoles. to discover new brands via podcasts. GWI 2017-2020 (Averages of waves 109,796 (2017) • 184,059 (2018) • 225,553 (2019) •
conducted between Q2 2017-Q3 2020) 197,654 (2020) millennials aged 24-37

Media & entertainment 25

 TV on-demand 11
and streaming

% who do the following at least once a week

Millennials Average internet user

69 62 61 54 53 48

Online TV engagement

Streaming online TV has been one of Hulu is equally as popular at 45%, with
the most popular activities during the the platform enjoying steady growth
pandemic. Just under 6 in 10 millenni- since Q1 2019.
als in early July said they’re watching
more shows because of the outbreak Although local competition in the Asia
and a quarter said they’re going to Pacific region is high, engagement
continue to do so once the outbreak with Netflix here shouldn’t be under-
is over. Watching subscription ser- estimated. The figure increases from
vices is their favorite type of online 29% to 52% when we remove China
TV, with Netflix being their go-to plat- from the equation, making Netflix the Watch subscription Watch a TV channel's Watch shows that you
services such as Netflix catch-up/on-demand have recorded from TV
form globally. top streaming service millennials use service
in the region. Home-born iQiyi takes
And while many believe Netflix faces the top spot in China, but with the
strongest competition from Amazon platform announcing the first price
Prime Video in North America due increase since its launch, it remains
to the popularity of the brand as a to be seen whether iQiyi will manage
retailer, this isn’t the case anymore. to keep the leading position. GWI Q3 2020 44,780 millennials aged 24-37

Media & entertainment 27

Movie streaming Engagement with streaming services 12

around the world % of millennials who have used the following services to watch/download content in the past month

Asia Pacific (Exc. China) Latin America North America

52 Netflix 85 Netflix 75 Netflix
36 YouTube Premium 42 Amazon Prime Video 45 Hulu*
30 Amazon Prime Video 28 YouTube Premium 45 Amazon Prime Video

Europe Middle East & Africa China

52 Netflix 49 Netflix 68 iQiyi
21 Amazon Prime Video 32 YouTube Premium 55 YouKu & Tudou
18 YouTube Premium 25 Shahid.net** 45 MangoTV

* Tracked in the U.S.

GWI Q3 2020 37,260 millennials outside of China • 7,520 millennials in China aged 24-37 ** Tracked in Egypt, KSA & UAE

29
 13 Top 10 gaming activities 14

% of global millennials who have done the following gaming activities in the past month

IDX
Played or downloaded a free-to-play video game
35 1.04

Played a game online with your real-life friends

33 1.11

I play more Watched a live gaming stream

video games 18 1.19

Gaming than before the Watched an esports tournament

16 1.20

Another behavior where we see stronger outbreak Shared an image/video of your gameplay online
15 1.16
than ever engagement among millen-
nials is gaming. Our Zeitgeist research
Purchased an in-game item/feature using a micro-transaction
from October showed that 38% in the in the UK/U.S.
12 1.21
UK/U.S. are playing more video games
since the outbreak began, jumping to All millennials Purchased a video game from an online store/digital platform
38
42% among younger millennials. Each (24-37) 11 1.18
month they’re engaging in a number of
different activities, not all of which are Played a game using cloud gaming platform/streaming service
limited to actively playing games. For 9 1.23
Younger millennials
example, millennials are more likely to 42
(24-30) Purchased a physical video game
passively watch gaming content like
9 1.30
esports (1.20 IDX) and live gaming
streams (1.19 IDX). That’s part of the Used a subscription service such as XBOX LIVE, PlayStation Plus
reason why Twitch continues to enjoy Older millennials 9 1.25
34
a growing popularity among millen- (31-37)
nials, with 16% of them using it on a
monthly basis. GWI Zeitgeist October 2020 896 UK/U.S. millennials aged 24-37 GWI Q3 2020 44,780 millennials aged 24-37

Media & entertainment 31

 The console war 15 Purchase factors 16

% of millennial console gamers who... % of UK/U.S. millennial gamers who say the following are
important to them when purchasing a new console
Millennials are the generation that Use now
IDX
essentially grew up playing on game
Price
consoles, with the oldest of this cohort 45 28 23 54 1.01
being around 10 years old when PS1
was introduced. Fast forward to today The games titles that are available
and the console loyalty shines through; 40 1.17
PlayStation is the most popular console Speed/processing power
brand both in terms of current usage 32 1.15
and future intent. Close to half of con- Storage
sole gamers own a PS4 and just under 28 1.19
6 in 10 are interested in buying the PS5.
Controller features/design
26 1.25
But we can’t underestimate the cost Interested in buying
factor here, especially with such a big- My existing relationship with the brand
ticket item. Price is the most important 24 1.25
57 30 26
factor millennial gamers will consider Cross-gen/backward compatibility
when purchasing a new console (54%) 22 1.22
and by some distance from the rest of
Visual/audio output
the factors in the chart. Game avail-
21 1.06
ability is also a much bigger priority
than any hardware option, with 4 in If my friends have the same console
10 millennials considering the game 20 1.34
titles when buying. However, this demo- If it's family-friendly
graphic places a higher than average 18 1.00
value on the design of the controller If I can use it on-the-go
(1.25 IDX) and their existing relation- 12 1.27
ship with the brand (1.25 IDX), which
If it integrates with my other devices (e.g. mobile)
once again highlights their loyalty as
12 1.07
gamers. So, millennials might be willing
to accept the premium price provided
that these criteria are met. GWI Q3 2020 7,150 millennial console gamers aged 24-37 GWI Zeitgeist October 2020 665 UK/U.S. millennial gamers aged 24-37

Media & entertainment 33

 Attitudes to 17

03 social media

Social media
Millennials Other generations

38 | 35 22 | 20
I think social I am using social
media is good media less than
Social media and digital wellbeing for society I used to

Social media has long been group. But their relatively sentiment are actually more
under the microscope for its positive view doesn’t mean likely to use social media for
effect on consumers’ well- they aren’t aware of the time purely “social reasons”. For
being, with the digital detox they spend scrolling through example, they’re 21% more

27 | 27 16 | 15
trend exploding around 2019. their social media feeds; and likely than the average mil- I worry I spend I feel using social
However, these channels they’re willing to take action lennial to share personal too much time media causes
proved instrumental in keep- to mediate it. Millennials are details of their lives and 19% on social media me anxiety
ing us connected during the more likely than other gen- more likely to make sure
crisis and helped combat erations to have tracked they don’t miss out on any-
feelings of loneliness. But their screen time and are thing. Social media is known
what are millennials’ views also the most likely cohort for promoting such feelings
on digital wellbeing now? to say they’re using social of “FOMO” (fear of missing
media less than they used to. out) and can have a nega- Millennials are more likely than other Screen time
They aren’t too far from tive impact on this group’s generations to have tracked their tracking

26 23
other generations, but it’s When it comes to the nega- mental health. So, although screen time and are also the most
still a higher proportion tive effects of social media, FOMO is considered an likely cohort to say they’re using % who have tracked their screen time or
who believe social media millennials are on par with effective strategy brands social media less than they used to set limits for certain apps on their mobile
is good for society (38% vs other generations to think can tap into to engage
35% for others). At 45%, that these channels make millennials, they should be
this sentiment is especially them feel anxious. But when cautious about leveraging
pronounced among heavy we dig deeper, we can see what can potentially lead to
social networkers within this that those expressing this feelings of anxiety. GWI Q3 2020 66,466 millennials aged 24-37 • 112,735 internet users from other generations

Social media 35
 Top 10 social platforms 18

% of millennials outside of China who are members/visitors of the following platforms

Members Monthly visitors Daily visitors

Leading social Facebook Twitter

platforms

Millennials’ social media other generation, even their SOCIAL PLATFORMS LinkedIn, and Snapchat,
usage spiked during Q2
2020 when the first global
lockdowns took place and
younger counterparts – Gen Z.

That doesn’t mean that all

9.2
Average number
only a small proportion of
them actually use these
platforms regularly.
YouTube LinkedIn

45% of this cohort reported of these accounts are being of social media
spending longer on these used on a regular basis and accounts owned TikTok is a platform gener-
channels. But the novelty with the same frequency. by millennials ally associated with Gen Z,
of having excess time to For example, outside of but it deserves a mention Facebook Messenger Snapchat
devote to these activities China, YouTube has slightly here too. It was relatively
has slowly worn off and the less reach among millenni- niche with the millennial
time they spend each day als than Facebook, but it audience in 2019, but the
went back from 2h41m in enjoys much more monthly outbreak has put it front
Q2 to 2h34m in Q3 2020. and daily engagement. In and center, especially Instagram Pinterest
fact, YouTube is the only among those with young
Millennials hold a very broad platform that draws in children. With its user-gen-
portfolio of social accounts more users than members, erated short-form videos,
so capturing their attention which is a result of visitors TikTok has lent itself to
on a single platform during to the site being able to being a one-stop shop for WhatsApp WeChat
those two and a half hours freely consume the con- fun and family-oriented
of their day won’t be easy. tent without an account. content. Brands target-
They have an average of On the contrary, although ing millennial moms or
9.2 social media accounts a substantial number of dads shouldn’t think twice
which makes them bigger millennials have accounts about reaching them on
multi-networkers than any with services like WeChat, the platform. GWI Q3 2020 55,169 millennials • 18,878 millennials with young children outside of China aged 24-37

Social media 37
The growth
19

of TikTok

% of millennials outside of China who have visited TikTok in the past month

All millennials Millennials with young children

Q312019 Q42
2019 Q1 3
2020 Q242020 5
Q3 2020

GWI Q3 2020 55,169 millennials • 18,878 millennials with young children outside of China aged 24-37

Social media 39
 Social media motivations 20 Accounts followed 21

% of millennials who say the following are their main The most distinctive accounts millennials
reasons for using social media “follow” on social media

As the keener gamers, men To stay up-to-date with news and current events Average internet

are much more likely to follow 36 Male user (1.00 Index)

gaming bloggers, while women To find funny or entertaining content

36
1 Gaming bloggers
2 Sports stars
1.44
1.41
would like to see content from To fill up spare time
34
3 Entrepreneurs 1.23

beauty creators To stay in touch with what my friends are doing

4 Politicians
5 Comedians
1.21
1.18
32

To share photos or videos with others

29
Social media motivations
To research/find products to buy
28 Female
Following the global trend, this group. The outbreak has them informed. For exam-
millennials’ social behaviors put these two habits front ple, as the keener gamers, General networking with other people
are less focused on sharing and center, and this is also men are much more likely to 27
personal information and evident in the accounts they follow gaming bloggers, while 1 Beauty bloggers 1.80
more purpose and enter- follow on social media. women would like to see con- Because a lot of my friends are on them
25 2 Chefs/food bloggers 1.38
tainment-driven. Keeping tent from beauty creators. It’s
track of news and current Males and females have important for brands looking 3 Trainers/fitness bloggers 1.29
To share my opinion
affairs and finding funny quite distinctive views when to influencer marketing as a 24 4 TV presenters 1.24
or entertaining content are it comes to who they want to way to move beyond tradi-
5 Other bloggers 1.22
their top reasons for logging see on their feeds; but gen- tional methods of advertising To network for work
in. For younger millennials, erally, they’re more likely to to recognize that millennials 23
the latter takes precedence, follow accounts that align are a very diverse group and
while the opposite applies for directly with their interests, a one-size-fits-all approach
the older representatives of entertain them, and keep won’t be best-suited. GWI Q3 2020 66,466 millennials aged 24-37

Social media 41
Video and
livestreaming

Fittingly for such an enter- ways, while capturing and Our Zeitgeist research from If you’d like more information on
tainment-seeking group, holding viewers’ atten- November shows that video livestream shopping, please see
video-based content is a tion more effectively. Most content is truly inspirational our Connecting the dots report.
calling card for their social importantly, using social for them when it comes to
visits. While watching videos video as a marketing strat- making a purchase. Gaming
is a more popular behavior egy is less intrusive than livestreams is the most dis-
on Facebook, Instagram the use of banner ads tinctive video type for this
takes the lead when it comes and allows brands more group (1.58 IDX) as that’s
to engagement with “Stories” opportunities in conveying what they resonate the most
and long-form videos on their message and earn- with, especially the males
IGTV. With its latest video ing consumers’ trust. But among them. Females are
feature “Reels”, it’s clear entertainment and earning much more likely to have
that the Facebook suite is trust is just the beginning. been inspired by influencer
making moves to attract Ultimately, Facebook ’s stories (1.37 IDX) and celeb-
younger demographics, as end goal is to enhance rity videos (1.33 IDX). With
TikTok has done, by focusing its advertising revenue livestream shopping a key
on pushing more entertain- and turn the users on its trend for 2021, video isn’t just
ment-driven content on platforms into shoppers, a nice-to-have anymore, it’s
its platforms. especially at times when a must-have in an era when
online shopping is boom- product differentiation in an
Videos on social media ing; and millennials are a over-crowded online space
portray brands in new key demographic here. is harder than ever.

43
Demand for video 22 Purchase inspiration 23
and live content via video content

% of millennials who have done the % of UK/U.S. millennials who have been inspired to purchase a product/
following in the last month service in the last 3 months by the following (sorted by over-index)

Average internet
user (1.00 Index)
Facebook Instagram IDX
Gaming livestream
1.58 17

Story posted by an influencer

1.30 17
Watched a Watched a
video video clip
Video posted by a celebrity or vlogger
1.30 14

Watched
Created or Social livestream
something on
viewed a Story 1.29 16
Facebook Live

Story posted by a brand

Watched 1.28 17
Created or
something on
viewed a story
IGTV Video posted by a brand
1.26 23
Watched
something on Used the live Personalized video in an email
Facebook feature 1.20 10
Watch
Zoom class/tutorial
1.14 11

Please note these figures are based on those who have actively
GWI Q3 2020 44,780 millennials aged 24-37 engaged with/contributed to each platform or used its app GWI Zeitgeist November 2020 913 millennials in the UK and U.S. aged 24-37

45
 Buying 24

04 preferences

Buying habits
Baby
Gen Z Millennials Gen X
boomers
(16-23) (24-37) (38-56)
(57-64)

Shop online 60 62 56 47

It’s often assumed that as the most Millennials are also the most likely
digitally-oriented audience, Gen Z generation to be impulse shoppers Spend money on an
52 50 48 45
are the most likely generation to buy and to pay for access rather than own- experience
online; but as the first digitally-na- ership. This is due to their willingness
tive generation, millennials are in to experience more while avoiding
fact the most likely cohort to prefer the responsibilities associated with
online than in-store shopping. This is ownership; but it’s also influenced
not to say that millennials don’t shop by the fact that they’re the driving Pay to access a
32 35 33 27
in-store, but it’s certainly an indica- force behind the sharing economy. product/service
tion that they find online channels For example, millennials are much
more convenient. There are some more likely to have paid for a music
markets like Russia, Morocco, South or movie streaming service than for
Africa, and Switzerland where this actual downloads; and this goes well
consumer segment still prefers offline beyond just digital goods. Even though Sacrifice other
spending to buy a 28 32 29 24
than online shopping methods. But 69% globally own a car, they’re still
product sooner
the fact that 56% in South Africa said the most likely cohort to be using taxi
they’ll shop online more frequently or ride-sharing apps each month at
after the outbreak is over suggests 33%. As this article puts it, for them
online shopping may soon be millen- “owning a car is less privilege and
nials’ preferred method worldwide. more liability”. GWI Q3 2020 66,466 millennials aged 24-37 • 112,735 internet users from other generations

Buying habits 47
 Reduced spending 25 Top 5 cut-backs 26

% of UK/U.S. millennials who have reduced % of UK/U.S. millennials who have cut
spending on the following because of the back on buying the following
pandemic

39 Non-essentials (e.g.
new clothes, music)

Clothing 32

COVID-19 impact
on purchases Shoes 26

Even though millennials’ attitudes to pandemic’s impact on brand loyalty.

buying paint them as impulse shop- Millennials aren’t the most loyal con-
pers, the pandemic has certainly sumers to begin with, and the outbreak
Alcohol 21
made them more considerate when it has only accelerated that. They’re less
comes to their purchases. 4 in 10 in the likely than their older counterparts to
UK and U.S. have experienced a big say they’re loyal to the brands they like;
or dramatic impact on their finances and we can also see from our research
and the same proportion have also in October that they’re above the aver- Electronics 21
reduced spending on non-essential age for trying different retailers and
purchases. Similar to other internet new brands during the pandemic. With
users, clothing is the number one item the surge in online shopping, a brand’s
that millennials have scratched off
their shopping lists (32%), followed
competitor is only a click away and
it’s easier than ever for millennials to
24 Essentials (e.g. food,
toiletries, electricity) Cosmetics,
skincare and 20
fragrances
by shoes (26%). It’s not all doom and switch their loyalties. Brands will need
gloom though as our data shows to work even harder to attract and keep
consumers have likely done some their attention online, and in the next
catching up during the festive period. sections we discuss where and how GWI Zeitgeist November 2020 GWI Zeitgeist October 2020
What’s more important here is the they can do that. 913 millennials aged 24-37 in the UK and U.S. 896 millennials aged 24-37 in the UK and U.S.

Buying habits 49
Changing 27
shopping habits

% of UK/U.S. millennials who have started doing the following more often
in the past 3 months (sorted by over-index)

17% | 1.46 IDX 22% | 1.22 IDX 28% | 1.17 IDX

Buying second-hand/ Trying different Trying new

pre-owned products retailers/stores brands

33% | 1.17 IDX 34% | 1.13 IDX

Buying cheaper Buying online and picking

products up in-store/curbside pickup

GWI Zeitgeist October 2020 896 millennials aged 24-37 in the UK and U.S.

Buying habits 51
 Top 5 brand discovery Top 5 online product research 28
channels channels

% of millennials who typically find out about new % of millennials who say they research products/
brands and products via the following channels services via the following channels

Search engines Search engines

33 51

Ads seen on TV Social networks

31 48
Brand discovery
and research Ads seen on social media Consumer reviews
29 39
Although millennials are still most likely through ads, they’re also more likely to ADS
Word-of-mouth recommendations Product/brand sites
to discover and research new brands
via search engines, we can see that
social media is slowly making its way
engage and click on sponsored posts
(17% have done so in the past month). 29%
of millennials say Brand/product websites
28

Mobile apps
36

up. Social media ads overtook word-of- When it comes to product research, they tend to buy 28 31
mouth recommendations as a source these platforms are almost on par brands they see
of brand discovery for the first time in with search engines (51% vs. 48%), advertised
Q3 2019 and has since then remained and they’re even leading in 14 of our 46
Top 3 over-indexes IDX Top 3 over-indexes IDX
the third most popular source just tracked markets. It’s clear that slowly
behind TV ads. Looking by market we but surely social media is becoming
Ads/sponsored content on podcasts 1.12 Micro-blogs (e.g. Twitter) 1.13
can see that social ads have actually increasingly ingrained in millennials’
become the top source of discovery in purchase journey. However, it’s worth
most developing countries in APAC, but noting that consumer reviews are Updates on brands' social media pages 1.11 Messaging/live chat services 1.12
also in Ireland, with other mature mar- still more prominent research chan-
kets heading in the same direction. This nels in many Western countries, but
isn’t surprising given that global social also in Singapore and South Korea. To Ads on music-streaming services 1.10 Forums/message boards 1.11
media ad spend skyrocketed during attract their attention brands would
the pandemic, jumping by 56% in Q3 need a multi-channel approach
2020 alone. The good news is that mil- combining both traditional and
lennials aren’t only finding new brands online sources. GWI Q3 2020 66,466 millennials aged 24-37

Buying habits 53
 Top 5 online Top 5 brand advocacy 29
purchase drivers motivations

% of millennials who say the following would % of millennials who would advocate a
motivate them to make a purchase brand for the following reasons

Free delivery High-quality products

48 47

Coupons and discounts Rewards

39 40

Reviews from other customers Love for the brand

Purchase drivers 34 35
and advocacy
Easy returns policy Great customer service
But what about converting them into And although it’s still only 14% that are 31 34
customers and winning their loyalty? enticed by “buy” buttons, the fact that Quick/easy online checkout process Relevant to my interests
In all but two countries, free delivery Instagram has made social shopping 29 31
is the most common purchase driver a priority by putting the Shop tab on
among millennials. Globally, it has a the home screen suggests this figure
substantial lead over coupons and might begin to increase in the future.
discounts (48% vs 39%), but in South Top 3 over-indexes IDX Top 3 over-indexes IDX
Korea it’s actually the latter that’s more Winning millennials’ loyalty and turning
common (63% vs 60% for free deliv- them into advocates isn’t an easy feat Option to use "buy" button on a social network 1.12 Enhancement of my online reputation/status 1.11
ery). In Indonesia, on the other hand, but it’s certainly rewarding; following
reviews from other customers are most the purchase, they’re the most likely
likely to convert millennials into buyers generation to shout out about a brand Click & Collect delivery 1.12 Access to exclusive content or services 1.10
(1.57 IDX). to their friends and family (39% vs 36%
for other generations). What brands Entry into competitions 1.10 The feeling of taking part/being involved 1.05
Fittingly for such a socially-engaged need to do to achieve this goes beyond
group, they over-index the most for just having a good product; they need
being motivated by the chance to pur- to tap into their need for status and
chase within social media platforms. make them feel special. GWI Q3 2020 66,466 millennials aged 24-37

Buying habits 55
Brand-building 30 31

Building a brand that millennials fall I want brands to do the These concern me the most when
in love with is all about putting their following things deciding whether or not to buy
personal brand first, making them feel from a brand
part of an exclusive community, but it’s
also about living and breathing their % of millennials who say the above % of millennials in 7 countries who say the
values. Millennials stand out the most (sorted by over-index) above (sorted by over-index)
from the average internet user in want-
ing brands to improve their image and
reputation. They’re a status-seeking
bunch and are unlikely to be intrigued IDX IDX
by brands that don’t make them stand
out from the crowd. Simply put, build-
Help you Lack of
ing your brands goes hand in hand with improve your 24 1.08 political/social 19 1.22
building their brand. image/reputation activism

That’s just one part of the equation

though. Millennials are also deeply Building your
brands goes
concerned with today’s social and
environmental issues and they expect Run customer Lack of diversity
brands to take a stand on those. From communities/ 19 1.07 in senior 14 1.22
forums leadership

hand in hand
our Zeitgeist research in September, we
know that they’re more likely than other
generations to want brands to put more

with building
focus on supporting and being vocal
about social causes since COVID-19
Offer
(44% vs 39%). This also comes to light Lack of diversity
customized/
29 1.04 in workforce 15 1.06

their brand
when they make purchasing decisions, personalized
overall
with a lack of activism and diversity products
being real deal-breakers for this cohort.

If you’d like more information on brand purpose, GWI Q3 2020 GWI Zeitgeist September 2020
please see our Connecting the dots report 66,466 millennials aged 24-37 2,497 millennials aged 24-37 in 7 countries

Buying habits 57
Appendix

1 Where is your household 4 What is your yearly house- able to turn to for support you done in the past month? 21 Which account types are started doing more often
located? • What is your cur- hold income before tax or with your mental wellbeing? you more likely to follow on in the past 3 months?
rent working status? • Who any other deductions? • 15 Which of these devices do social media?
lives in your household? • Which of the following do you use for gaming? • Which 28 How do you typically find
What best describes your you feel describes you? • 9 On an average day, how long would you be interested in 22 On Facebook/Instagram, out about new brands and
marital status? Which of these have you do you spend on the follow- purchasing? which of these have you products? • Which of the
done on your mobile in the ing types of media? done in the last month? following online sources
2 What is your current working last month? (Tracked your 16 When it comes to purchasing do you mainly use when
status? • How many children spending) 10 In the past month, which of a new games console, which 23 Which of these content you are actively look-
do you have? • How many the following things have of these are important to types have inspired you to ing for more information
houses/properties do you 5 What kind of savings/ you done on the internet you? purchase a product/service about brands, products,
own? • Do you currently investments do you have? via a mobile? (Listened or in the last 3 months? or services?
have any of the following? (stocks/shares) watched a podcast)
(Short-term loan) • What 17 Which of the following do you 29 When shopping online,
kind of savings/investments 6 Which of the following do 11 How often do you engage feel describes you? • Which of 24 Typically, which of the fol- which of these features
do you have? • On aver- you feel describes you? • with these types of TV? (At these have you done on your lowing would you rather do? would most increase your
age, how often would you Which of these things are least once a week) mobile in the last month? likelihood of buying a prod-
say you donate to charity? you interested in? • How (Tracked your screen time or 25 As a result of the pandemic, uct? • What would most
(Regularly/semi-regularly) often do you typically do 12 In the last month, which set limits for certain apps) have you or someone in motivate you to promote
the following? (Go to a of these services have you your household experienced your favorite brand online?
3 How much influence would gym/Go running) • In the used to watch/download TV 18 On which of the following any of the following finan-
you say you have when your last month, which of these shows, films or videos? services do you have an cial hardships? 30 Which of these things do
19
company is purchasing the app types have you used? account? • Which of the you want brands to do?
following products/ services? 13 Which of these best describes following sites/applications 26 During the coronavirus
• Which of the following does 7 Which of the following do how your gaming behaviors have you visited or used in pandemic, have you cut 31 Which of these would con-
your company use? • Would you feel describes you? (I am have changed during the the past month via your PC/ back on buying certain cern you the most when
your company consider comfortable talking about COVID-19 outbreak? Laptop, Mobile or Tablet? brands in any of the follow- deciding whether or not to
using free or paid-for ver- my mental health) ing categories? buy from a brand?
sions of any of the following 14 Thinking about gaming, 20 What are your main reasons
in the next 12 months? 8 Which of these do you feel which of these things have for using social media? 27 Which of these have you

59
Notes on
methodology

Introduction a GWI survey is assigned people with secondary vs Sample size by Argentina 1,501 588 Morocco 936 395
All figures in this report are a unique and persistent tertiary education. market Australia 4,002 1,226 Netherlands 1,265 343
drawn from GWI’s online identifier regardless of the This report draws insights Austria 1,266 385 New Zealand 1,264 403
research among internet site/panel to which they To do this, we conduct from GWI’s Q3 2020 wave
Belgium 1,265 358 Nigeria 1,016 453
users aged 16-64. Please belong and no respond- research across a range of research across 46 coun-
Brazil 5,536 2,414 Philippines 3,084 1,219
note that we only interview ent can participate in our of international and tries, with a global sample of
respondents aged 16-64 and survey more than once a national sources, including 179,201 respondents. Canada 4,778 1,375 Poland 2,033 789
our figures are representa- year (with the exception the World Bank, the ITU, China 24,235 11,297 Portugal 1,242 423
tive of the online populations of internet users in Egypt, the International Labour Colombia 2,541 1,067 Romania 1,281 392
of each market, not its total Saudi Arabia and the Organization, the CIA of which are millennials Denmark 1,504 387 Russia 3,600 1,297
population. UAE, where respondents Factbook, Eurostat, the US Egypt 1,757 862 Saudi Arabia 1,492 846
are allowed to complete Bureau of Labor Statistics France 5,067 1,440 Singapore 2,777 949
Our research the survey at 6-month as well as a range of
Germany 5,058 1,458 South Africa 1,522 660
Each year, GWI interviews intervals). national statistics sources,
Ghana 907 374 South Korea 1,269 333
over 688,000 internet users government departments
aged 16-64 across 46 mar- Our quotas and other credible and Hong Kong 1,793 651 Spain 5,042 1,501
kets. Respondents complete To ensure that our research robust third-party sources. India 13,881 5,734 Sweden 2,626 773
an online questionnaire that is reflective of the online Indonesia 5,034 2,165 Switzerland 1,527 484
asks them a wide range population in each market, This research is also used Ireland 1,256 438 Taiwan 2,269 825
of questions about their we set appropriate quotas to calculate the “weight” of Israel 1,558 572 Thailand 3,785 1,610
lives, lifestyles and digital on age, gender and edu- each respondent; that is,
Italy 5,075 1,444 Turkey 2,008 826
behaviors. We source these cation – meaning that we approximately how many
Japan 3,294 846 UAE 1,778 979
respondents in partnership interview representative people (of the same gender,
with a number of indus- numbers of men vs women, age and educational attain- Kenya 1,022 488 UK 10,107 2,952
try-leading panel providers. of 16-24s, 25-34s, 35-44s, ment) are represented by Malaysia 2,784 1,143 U.S.A. 25,371 8,158
Each respondent who takes 45-54s and 55-64s, and of their responses. Mexico 4,268 1,920 Vietnam 2,525 1,224

61
Mobile survey GWI’s Core survey via PC/ Internet Western Europe and parts Internet Argentina 80 Morocco 67 This table provides GWI
respondents laptop/tablet. For more penetration rates of Asia Pacific such as penetration rates Australia 89 Netherlands 95 forecasts on internet pen-
From Q1 2017 on, GWI has details on our methodology across GWI’s Japan, Australia and New (GWI’s Forecasts Austria 89 New Zealand 94 etration (defined as the
offered our Core survey on for mobile surveys and the markets Zealand. Where a market for 2020 based on Belgium 90 Nigeria 50
number of internet users
mobile. This allows us to questions asked to mobile GWI’s research focuses has a medium to low inter- 2018 ITU data) per 100 people) in 2020.
Brazil 75 Philippines 67
survey internet users who respondents, please down- exclusively on the internet net penetration, its online This forecasted data is
prefer using a mobile or load this document. population and because population can be very dif- Canada 94 Poland 80 based upon the latest inter-
are mobile-only (who use internet penetration rates ferent to its total population; China 62 Portugal 79 net penetration estimates
a mobile to get online but Internet can vary significantly broadly speaking, the lower Colombia 68 Romania 76 from the International
do not use or own any other penetration rates: between countries (from the country’s overall internet Denmark 98 Russia 85 Telecommunication Union
device). Mobile respond- GWI versus ITU a high of 90%+ in parts of penetration rate, the more Egypt 54 Saudi Arabia 90 (ITU) for each market
ents complete a shorter figures Europe to lows of c.20% in likely it is that its internet France 86 Singapore 90 that GWI conducts online
version of our Core survey, As GWI’s Core Research is parts of APAC), the nature users will be young, urban, research in.
Germany 92 South Africa 64
answering 50 questions, conducted among 16-64 of our samples is impacted affluent and educated.
Ghana 50 South Korea 97
all carefully adapted to be year-olds, we supplement accordingly. This is the case throughout
compatible with mobile the internet penetration much of LatAm, MEA and Hong Kong 92 Spain 90
screens. forecasts for a country’s total Where a market has a high Asia Pacific. India 45 Sweden 96
population (reproduced internet penetration rate, Indonesia 42 Switzerland 96
Please note that the sample above) with internet pene- its online population will be Ireland 87 Taiwan 90
sizes presented in the charts tration forecasts for 16-64s relatively similar to its total Israel 77 Thailand 59
throughout this report may specifically. Forecasts for population and hence we
Italy 88 Turkey 76
differ as some will include 16-64s will be higher than will see good representa-
Japan 93 UAE 98
both mobile and PC/ our forecasts for total pop- tion across all age, gender
laptop/tablet respondents ulation, since 16-64s are the and education breaks. Kenya 40 UK 96
and others will include only most likely age groups to be This is typically the case Malaysia 84 U.S.A. 90
respondents who completed using the internet. across North America, Mexico 71 Vietnam 70

63
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