3 Big Myths About Millennials Buying Homes

There is lots of misinformation out there about Millennials and home buying—we’re tackling some of the biggest myths…

Would you believe us if we told you that Millennials are buying more homes than any other generation? What if we told you they were buying more houses than any other generation for the fourth year in a row. NAR’s 2017 Home Buyer and Seller Generational Trends study reports that that’s exactly what’s happening, with Millennials making up 34% of homebuyers, compared to 30% of Boomers. LendingTree says that on average 36.1% of all their mortgage requests come from Millennials, a slight increase from the year before.

But if you thought that no Millennials were buying houses, you’re not really to blame. Headlines spreading myths about Millennial homeownership are common. According to the chief marketing officer at the Zillow Group, “That myth that Millennials don’t want to own things is not true…Millennials are not just starting to buy homes; they’re powering the housing market.” Nine percent of 18-34-year-olds told us that they bought a home, apartment, or townhouse with their own money during 2016 alone. So what other Millennial home buying myths need to get busted? We’re tackling three big ones:

1. They’re buying avocado toast instead of houses.

Millennials have been publicly scolded for wasting their money on avocado toast instead of buying houses—but how realistic is that accusation? One Australian millionaire mogul has now infamously declared that their frivolous spending on “smashed avocados” and coffees has kept the generation from home ownership. Not so fast. According to MSN’s calculations, “at a minimum of $8 a place, it would take giving up 4,900 toasts just to afford a down payment on a median-value home in the U.S.” Meanwhile, stats from the Food Institute…


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The Newsfeed

"I play [games] constantly until 4 in the morning. When I’m not on my game I’m checking my phone. And the whole time I’m doing all of that my desktop is on the internet.”—Male, 22, OH

Twitch is airing every episode of Mister Rogers’ Neighborhood, in celebration of the late Fred Rogers’ 90th birthday and the show’s 50th anniversary. The esports streaming service is expanding to nostalgia entertainment (which young viewers can’t get enough of), but they have a unique twist. The show will be available for co-viewing, with popular Twitch streamers chiming in from time to time. (Mashable)

Over one-third of 18-34-year-olds have stopped using a brand after hearing negative news about them, more than any other generation. Among the brands that most consumers said they gave up on were Wells Fargo, Target, Papa John’s, and Uber. However, Critical Mix and kNOW also found that young consumers are more willing to forgive a brand for bad press: While only 30% of consumers overall would use a brand again after a scandal, 41% of 25-34-year-olds would. (MediaPost)

Alamo Drafthouse is bringing back VHS—offering free rentals for Millennials that wax nostalgic for analog products. Their first store, Video Vortex, is opening in North Carolina. Not only are they “fostering a movie-loving community” with the extensive gratis collection of 75,000 titles, but they’re making money off of the added “beer, food, and merchandise.” No VHS player? No problem. They’re renting those as well. (BoingBoingEW)

Researchers were surprised to find Gen Z students were “relieved” to ditch their smartphones for a few weeks. Screen Education’s study of 62 12-16-year-olds found that 92% thought “it was beneficial” to disconnect from their smartphones while they were at camp. And even though 41% admitted they felt frustrated at times, 35% were able to cut down their use after camp and 17% convinced a friend to curb their time spent on smartphones, too. (PR Newswire)

Beauty brands love augmented reality, but an app can’t replace in-store experience. Not only did Ypulse found time and again that young consumers expect Experiencification and flock to marketing activations (like pop-ups), but brick-and-mortar locations build loyalty. People think they’re scamming Sephora when they re-do their makeup gratis, but that time-spent-in-store is really “turning the ‘scammers’ into buyers.” (Quartzy)

"I love my smart phone. It is just like my best friend [and] I just can't do without my smartphone...”—Male, 27, CA

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