This document segments millennials into four groups based on lifestyle and spending habits: 1) Struggling Aspirationalss are health-conscious and budget-minded, appealing to promotions and membership deals. 2) Successful Homeowners are the highest earning millennials and most likely to own homes, responding well to video advertising. 3) Active Affluents are families who enjoy outdoor activities and travel, best reached through mobile campaigns. 4) Comfortable TV Watchers love television and tend toward Republican views; deeper data analysis could reveal niche interests. The document recommends marketing strategies for each group and notes industries heavily advertising to millennials.

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FOLLOW
STRUGGLING
ASPIRATIONALS
Green, healthy, and fit. They love
good food, and are always on the
lookout for bargains and deals.
HOW TO REACH THEM: Promotions,
limited-time offers and memberships
may appeal to this comparatively fiscally
challenged group; although branding
efforts centered around big-ticket items
can pay off long-term. (They’re called
“Aspirational” for a reason.)
SUCCESSFUL
HOMEOWNERS
The highest income
among millennials and most
likely to be homeowners.
HOW TO REACH THEM: Video
advertising is underutilized here;
marketers should align high-impact
media with an audience that’s ready
to spend.
ACTIVE
AFFLUENTS
Filled with families, including
many new parents. Active Affluents
are outdoorsy, fit foodies with a
love for leisure travel.
HOW TO REACH THEM: Advertisers are
underspending on mobile to reach this
on-the-go audience; savvy marketers
can capture attention by dialing up their
mobile campaigns.
COMFORTABLE
TV WATCHERS
Whether it's drama, sports or
news, this group loves its TV; it
is also more likely to vote
Republican than Democrat.
HOW TO REACH THEM: Consider
diving deeper into the data—groups
that display strong preferences may
reveal unique interests marketers can
cater to more specifically.
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57%
18%
17%
8%
turn.com/r/millennials
Learn more about your audiences.
© 2015 Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice.
This document is research proprietary to Turn and general in nature. It is not meant to be a comprehensive review. Turn makes no guarantee about the accuracy or completeness of the content in this document, and Turn expressly
disclaims any responsibility for any errors, omissions, or inaccuracies herein. November 2015
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23 minutes ago ·
STRUGGLING
ASPIRATIONALS
COMFORTABLE
TV WATCHERS
SUCCESSFUL
HOMEOWNERSFINANCIAL
SERVICES
TRAVEL
AUTOS
FOOD AND CPG
ARTS AND
ENTERTAINMENT
HEALTH
ELECTRONICS
TELECOM
ACTIVE
AFFLUENTS
INCOME: $$
MILLENNIAL INCOME RANGES
$ = $49,999 and under
$$ = $50,000 to $99,999
$$$ = $100,000 and up
INCOME: $
INCOME: $$$
INCOME: $$
Meet the Marketers.
These industries are
most actively advertising
to millennials.
They’re more than a monolithic bloc of 18- to
35-year-olds. Turn data shows there are highly
specific audiences, each with its own motivations and
opportunities for marketers to connect with them.
TOP SPENDING INDUSTRIES
Meet the Millennials.
8%
57%
17%
18%
TOP SPENDING INDUSTRIES
TOP SPENDING INDUSTRIES
TOP SPENDING INDUSTRIES
$
$
$
ADVERTISERS ARE SPENDING 500% MORE ON MILLENNIALS VS. OTHERS
Turn research shows that
Here’s how that spend breaks down by channel:
ON SOCIAL ON MOBILE
AS MUCH
ON VIDEO
AS MUCH
6x4.5x
ON DISPLAY
AS MUCH
4x
AS MUCH
4x
ADVERTISING
TO MILLENNIALS
MEET THE 4 GROUPS
MARKETERS VALUE MOST