Multicultural Millennials: The Multiplier Effect

SUMMARY: This is an in-depth study of multicultural Millennials. It explores key aspects of the population, analyzes their choice of home cities, and outlines how culture, food and technology are essential points of entry for reaching this generation. 

INTERESTING FACTS:

• Multicultural Millennials, who comprise 42% of the Millennial cohort are the nation’s largest workforce demographic. 
• Multicultural Millennials cultivate connections to their culture via technology, with 96% of multicultural Millennials having a smartphone as they influence more than $1 trillion in total consumer packaged goods and entertainment spending.
• Multicultural Millennials who are active on their mobile devices spend over $65 billion per year and influence more than $1 trillion in total consumer packaged goods and entertainment spending.

DATE OF PUBLICATION: January 2017

ABOUT THE RESEARCHER: Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands.