Lifeline

Entertainment

Millennials rarely take a break from media now that it is just as mobile as they are. Music is their favorite medium, but they also spend a significant amount of time with video, streaming movies and TV shows. Most Millennials say they could live without TV, and some are doing just that by cutting the cable cord. This report details Millennials’ entertainment and media habits and preferences.

What's in Your Backpack?

Most students carry a bag to school every day, and it holds far more than just their books, including snacks for on-the-go and MP3 players for between classes. Although Millennials are a tech-savvy generation, they still rely on pen and paper at school. This report details the school supplies, technology, personal items, and food and drinks that students carry in their bags.

Back to School

Each summer — and well into fall — students do their back-to-school shopping, looking forward to the first day of class. They consider themselves the primary decision makers when deciding what to buy (even if it’s not their money), and they’re focused on finding the best deals. This report details the school supplies, technology, clothes, and other items students stock up on as they get ready to go back to school.

Education, Employment & Finances

Young people are conflicted about going to college — they think it’s what they’re supposed to do after high school, but they question the value of a degree in the slumping economy. They’re confident that they’ll eventually be able to work in a job they love and achieve financial stability. This report details Millennials’ attitudes toward college and work, their spending money, and the financial services they use. 

Automotive

Despite taking them away from their online lives, Millennials still see getting their driver licenses as a rite of passage and a means of gaining freedom. Their parents pay for most aspects of their driving, from insurance to filling up the tank. Their cars are also hangout destinations where they can chill with friends, listen to music, and even do homework. This report details what Millennials want from their vehicles, where they go, and the role technology plays in driving.

Fashion & Style

The “youth uniform” may be the same as it was decades ago — t-shirt and jeans are still their favorite fashion items — but Millennials are putting their stamp on the fashion world in their own way. Regardless of age or gender, most feel they have their own personal sense of style. They don’t care about starting or following trends, though Black and Hispanic Millennials are more likely than their peers to say they are on top of the latest fashions. This report details Millennials’ style and shopping & spending habits. 

Technology

Millennials are upgrading their technology and latching on to new devices. From smartphones to tablets, they're toting portables that allow them to be in constant communication and always on social media. This report details the technology that Millennials own and how they use it.

Food & Beverage

In a given month, most teens and 20-somethings cook for themselves at home more often than they eat at restau¬rants — but when they do go out, fast food joints are their favorite. Being such a social generation, Mil¬lennials tell others about their food finds, not only posting reviews and photos on social site, but also by checking in online to restaurants. This report details their eating and heath habits and the social culture they’ve developed around food.

Holiday Shopping & Winter Fun

Retailers rejoiced as young shoppers flocked to stores during the 2011 holiday season. Millennials — particularly guys — are increasingly using technology both in store and online to make sure they get the best deals. This report details Millennials' holiday shopping habits and how they spend their winter breaks.