An international study surveyed over 4,000 Generation Y individuals between the ages of 15-25 across 16 countries. The study focused on Gen Y's views about the future, work, and life. Some key findings about American Gen Yers included: - They consider themselves happy and feel respected by friends and family but less so by brands and the job market. - Popular leisure activities include internet surfing, hanging with friends, and listening to music. - They want brands that are authentic, unique, and help them feel happy. - They have influence over their parents' technology adoption and product purchases. - Favorite potential careers included musician and company leader. - Top sectors to work in were pharmaceutics/

1. Generation Y around the world
Results of our new global youth study
Joeri Van den Bergh Follow @joeri_insites on Twitter
Pieter De Vuyst http://www.howcoolbrandsstayhot.com

2. // OUR COOL COUNTRIES
STUDY in 16 COUNTRIES WORLDWIDE
4.056 consumers (15 – 25 y.o.), representative total country population (region, gender, age).
Data collected on proprietary research panels from InSites Consulting.
To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure.

3. IN OUR INTERNATIONAL STUDY WE’VE
FOCUSSED ON 6 DIFFERENT TOPICS
In this report you’ll find out everything you
need to know about Generation Y’s view on
the future, work and life.
In the coming months we’ll focus on other Gen
Y related topics separately. So follow us on
Twitter, read the updates on our website and
watch our SlideShare for new presentations.
Saw some cool stuff you want to discuss?
Contact us! Joeri.vandenbergh@insites.eu
But above all, start listening to Generation Y!

4. THIS REPORT SHARES THE DETAILED
RESULTS FOR
(click the country icon to read the country-specific press release)
- United States
- United Kingdom
- Belgium NL FR
- The Netherlands
Interested in the results of Brazil, China,
Denmark, France, Germany, India, Italy,
Poland, Romania, Russia, Sweden or Spain?
Contact us via
Anke.Moerdyck@InSites-Consulting.com

5. //GLOBAL

6. Gen Y, a.k.a. the millennial generation, boys and girls
between 15-30, is increasingly entering the job market.
Since they are globally a bigger cohort than their
predecessors (Gen X), their influence on society, politics
and business the next decades will be higher and
comparable to the influential Babyboomer generation.
But this new active generation feels that they are not
taken serious at this point. Not only by politicians and the
government but also by corporations and brands.

7. // HOT TAKEAWAYS
Gen Y is the internet generation. Online surfing is the number one
activity during leisure time (especially in China and India).
Millennials look for social proximity as well though (like hanging out
with friends) and feel respected by the people surrounding them
(partner, parents, friends).
Russian, Chinese and Indian Yers feel they get enough attention
from brands (approx. 1/2). European Yers are less convinced.
Regardless of the country, brands should create an own style and
evoke happiness. For some countries (Romania, USA, China),
authenticity is key, so is brand asset. Only a minority of Gen Yers
across the globe feel respected by the job market. Moreover the
economic crisis is worrying a lot of Millennials.

8. //UNITED
STATES

9. 57
n
% of t he America
er
Y ’ers considto be a
s
themselve rson!
HAPPY pe
20 % do
comf es not fe
homoortable i el equal
sexu n hete ly
al co r
mpanosexual
y and
19 s the
% say !
drugs
y use
soft

10. //Gen Yers IN THEIR LEISURE TIME
Q: During your leisure time, which of these activities do you like the most?
Leisure time = ‘me’- time!
1 out of 3 likes surfing on the internet most in their leisure time. Hanging out with friends is just as popular. Listening to music is a strong third.
0% 10% 20% 30% 40% 50% 60% 70%
Surfing on the internet 33%
Hanging out with friends 33%
Listening to music 29%
Watching television 26%
Gaming (computer / console) 25%
Having sex 18%
Reading (books, newspapers...) 18%
Shopping 16%
Sporting / Exercising 16%
Hanging out, doing nothing 13%
Going to the cinema 10%
Checking my social networks 9%
Cooking 8%
Chatting / telephoning 7%
USA Average cross studied countries Going out (bar, disco...) 7%
N = 251 / F = No

11. //Gen Yers IN THE FUTURE
Q: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous...
15% of American youngsters want to become a musician/artist. Being a company leader (10%) comes in second, which is remarkable in the
current economical climate, but a lot less compared to other countries. American Y’ers do not want to become a TV-personality as such.
0% 5% 10% 15%
…musician / artist 15%
...company leader 10%
...scientist 10%
…writer / author 10%
…actor/actress 9%
...model 9%
...kitchen chef 6%
...designer 5%
…sport(wo)man 4%
...pop idol 3%
…politician 3%
…movie director 2%
…comedian
...media figure
USA Average cross studied countries …TV presenter
N = 261 / F = No
251

12. // DNA OF BRANDS
Q: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to?
In their identity search, Gen Yers especially look for brands that are up-to-date (37%) and have an own style (33%).
To achieve this, brands have to be real / authentic (32%) and unique (32%).
0% 10% 20% 30% 40% 50% 60%
Up-to-date 36%
Own style 33%
Real / authentic 32%
Unique 32%
Clean reputation 30%
Makes me feel happy 30%
I can identify myself with 27%
Fun 27%
Cool 26%
Clear and simple 23%
Trendy 18%
Takes into account health 15%
Ecologically engaged 14%
...is luxurious and glamorous 13%
USA Average cross studied countries
N = 251 / F = No

13. // GEN Yers IN THE SPOTLIGHTS
Q: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world!
Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…
Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get the
attention they deserve from brands. Pay attention, these are the consumers of the future!
Dear politicians, be aware of the youngster's revolt!
NO YES
7% 75%
Your partner
NO 6% 74% YES
Your mom
NO 5% 67% YES
Your family 4% 85%
NO 9% 5% YES
67% 80%
Your friends 4% 85%
6% 80%
15% 5% 63% 80%
Your dad 4% 6% 85% 78%
Rest
NO 13% 5%
6%
9% 53% YES 80%
80%
75%
Your colleagues / classmates 6% 78%
Rest BOT 2
NO 13%
6%
9%
7%
YES 50%
80%
75%
70%
Your boss / teacher 6% 13% 78% 56%
Rest BOT 2 - No influence at all
1 4% 85%
7% 70%
21% 5%9% 19% 32% 75%
80% 43%
Brands 13% 56%
BOT 2 1 - No2influence at all 4% 85%
6%7% 21% 70%
80% 39%
5% 23% 19% 80% 31% 43%
Your neighbours
13%6% 30% 78% 31%
56%
2
Rest1 - No influence at all average / 2 21% 39%
6% 80%
The job market 33% 19% 9%43% 27% 43% 75%24%
6% 30% 78% 31%
Rest BOT2 2 average / 2 / 2
average 21% 55%
7% 19%
39% 70%
The government 9% 39% 43% 75% 19% 24%
30% 13% 31% 56%
BOT 2 1 - No influence at average / 2
average / 2 all 4 7% 55% 70% 19%
Politicians 48%43% 19% 17%24% 43%
13% 56%
1 - No influence at all
– Definitely not 2 3 - Neutral 4
5 – Definitely of influence 55%
5 - A lot 21% 19% 39%
N = 251 / F = No 19% 43%
*N > 50 / F = if applicable 30% 31%
2 average / 2
4 5 - A lot of 2
TOP influence
21% 39%
43% 24%
30% 31%
average / 2 5-A 2 TOP 2
average / lot of influence Rest 55% 19%
43% 24%

14. // THE INFLUENCE OF Gen Yers
Q: We would like you to estimate the influence you have on your parents for each of the following aspects.
Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when it
comes to adopting technologies (51%) and buying products/services (41%). Yers have limited influence on their parent’s clothing style (21%) and
political choices (18%) in the US.
NO INFLUENCE INFLUENCE
17% 51%
Adopting technologies
Buying products/services NO
25% 41%
YES
Tv / movies NO33% 36%
YES
4% 85%
NO YES
31% 33%
Visting shops 5% 80%
4% 85%
34% 6% 31% 80%
Holiday destinations
5% 80%
4% 6% 85% 78%
Rest 31% 30%
NO
Visiting bars, restaurants, museums, etc.
5%
6%
9% YES 80%
80%
75%
6% 78%
Rest BOT 2 34% 28%
NO
Environmental behaviour 6%
YES
9%
7% 80%
75%
70%
4%6% 13% 78%
85% 56%
Rest BOT 2 - No influence at all
1 44% 7% 26% 70%
Music choice
5%9% 19% 75%
80% 43%
4% 13% 85% 56%
BOT 2 brands- No2influence at all
1 37% 21% 26% 39%
Preference 6%7% 70%
80%
5% 19% 80% 43%
37% 13% 6% 30% 26% 56% 78% 31%
Rest1 - cities 2
VisitingNo influence at all average / 2 21% 39%
6% 80%
19% 9%43% 43% 75%24%
6% 45% 30% 78% 21% 31%
Rest Clothing style
BOT2 2 average / 2 / 2
average 21% 55%
7% 19%
39% 70%
9% 43% 75% 24%
30%
52% 13% 31%
18% 56%
BOT 2 Political choices average / 2
1 - No influence at all 4
average / 2 55% 19%
7% 70%
43% 19% 24% 43%
13% 56%
1 - No influence at all 2 3 - Neutral 4 5 - A lot of influence 55% 21% 19% 39%
19% 43%
N = 251 / F = No 30% 31%
2 average / 2
4 5 - A lot of 2
TOP influence
21% 39%
43% 24%
30% 31%
average / 2 5-A 2 TOP 2
average / lot of influence Rest 55% 19%
43% 24%

15. NEVER EVER
// Gen Yers ON THE JOB MARKET
Q: Below you can find a list of sectors. We would like to know which are the best sectors in the world to work in. Could you please indicate the sectors you would definitely like to work in? And
which sectors would you never want to work in?
NEVER 2% 27% EVER
2% 24%
NEVER 6%
Young people are attracted to technology intensive companies. Their favourite sectors are ‘Pharmaceutics / healthcare’ (27%) and
6% EVER21%
20% ‘Computer
and ICT’ (24%). The ‘Travel & entertainment sector’ is also very popular. 14%
3% 15%
18%
2% 10% 27% 12%
2% 5% 24% 10%
NEVER 6%
6%
6%
8%
21%
20%
10%
10%
EVER
2% 27%
2% 3% 2% 24% 15% 7%
6% 14% 5% 21% 18% 7%
6% 10% 11% 20% 12% 9%
Pharmaceutical sector / healthcare sector 3% 3% 5% 16% 15% 27% 10% 10%
14% 6% 5% 18% 10% 6%
Computer and ICT sector (software and hardware) 10% 6% 8% 15% 12% 24% 10% 8%
5% 2% 15% 10% 7% 5%
Travel & entertainment 2% 5% 20% 24% 7% 3%
6% 10%
8% 3% 11% 21% 10% 18% 9% 3%
Media, publishing and broadcasting sector 16% 27% 10% 4%
2% 7%
The government 5% 16% 5% 18% 7% 16% 6% 0%
11% 15% 47% 9% 8% 4%
Fashion 16% 12% 15% 10% 16% 5%
5% 20% 6% 3%
Food & beverages 4%21% 14% 3%
15% 8%
15% 6%27% 5% 11%4%
Financial services, banks and insurances 18% 0%
20% 3%
Defense 21% 47%
9% 3% 4%
8%
27% 4%
Cosmetic sector 18% 10% 0% 8%
47% 8% 4% 8%
Retail sector
Advertising & consulting 2% 7%
Porn industry 41% 7%
Automotive sector 8% 7%
Nuclear energy sector Rest 14% 6%
Telecommunications 7% 6%
Catering sector No willingness 5% 5%
Alcohol and tobacco sector 26% 4%
Rest In my BOT3 sectors
Fast food sector 30% 4%
Chemical sector No willingness Neutral 10% 4%
Rest
Diamond sector 5% 3%
NoOil/petrol sector
willingness In my BOT3 sectors
Neutral 20% 2%
In my BOT3 sectors Neutral In my TOP3 sectors
N = 251 / F = No
Neutral Neutral Willingness
Neutral In my TOP3 sectors
Rest

16. // Gen Yers AND THEIR CAREER PATH
Q: How long do you see yourself working for your current employer? – Q: To what extent do you consider becoming self-employed in the near or distant future?
Career path @ current employer Consideration to become
Self-Employed
11%
13%
7%
6%
Maximum 1 year
1 out of 10 American Millennials who
24% 30% are currently working, see themselves
working their entire career for their
current employer. For 38%, the career
13%
path will lead them to a new job within 2
years.
20% Overall, half of the American Yers
22% 56% 32%
considers to become self-employed.
This is a lot less compared to the other
studied countries.
10%
12%
17%
11%
34%
19%
16%
Not at all Not a this stage Yes
No
Idea 17% 16%
Maximum 1 year Maximum 2 years
Maximum 5 years Maximum 10 years
Entire career
N = 74 / F = If currently having a job N = 251 / F = No

17. // Gen Yers AND WORLD PROBLEMS
Q: Below you have a list of global issues. Suppose you were in charge. Which of the following issues would you tackle first? You can move the items from left to right with the arrows or by
dragging them. (The higher, the better)
Of the top 5 world problems, 3 are related to ecological behaviour. Generation Y is a green generation!
The economic crisis is worrying a lot of Millennials in the U.S.A. and the rest of the world. Global warming is considered to be a smaller problem
by American youngsters compared to other countries.
14
13
12
11
10
9
8
7
6
5
4
3
2
1
11,2 9,1 8,8 7,9 7,8 7,6 7,4 7,3 7,2 7,1 6,9 6,1 5,7 4,8
0
Economic Air Water Global Racism Immigration Deforestation Lost Waste 3rd World Absence Genetically Globalisation Aging
crisis pollution pollution warming Radicalism fossile mountain Under- business manipulated Identity loss population
USA Average cross studied countries fuels developm. ethics food
N = 251 / F = No

18. // Gen Yers AND THEIR CHILDREN
Q: What do you think you might do differently compared to your parents when raising your child(ren)?
American generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to listening and being an
educator, they feel they’ll do a better job.
Concerning to the other studied countries, American Yers will keep the same balance between being a ‘friend’ and an ‘educator’ when raising
their children.
I would do exactly the same
as my parents
-2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0
Mild Strict
Talking Listening
Punishing Rewarding
Impatient Patient
Being a friend Being an educator
Being supportive Give more responsibility
Explain proactively Wait for questions
Rational Emotional
Help them to achieve something Help them being happy
Pass them a certain lifestyle Let them find their own way
USA
Average cross studied countries
N = 164 / F = If having a child, or planning to have a child

19. // GOD IS EVERYWHERE… ALSO IN THE U.S.A.
Q: I believe there is a God
33%
60%
32% 61%
25%
19%
39%
32%
23%
54%
78%
23%
80%
53%
75% 25%
N = 261 / F = No / % represent the amount of people that (completely) agrees with this statement

20. 54
an
% of the Americe’s a
r
Y’e rs think the
GOD!
39 % of
prep the Ame
ared ric
to FIG an Y’er
HT fo s is N
r the OT
U.S.A
.!
51
’ers
Ame rican Y
% of the LOGICAL t!
O an
find ECour import
i
behav

21. // Hot takeaways
US Yers like to surf on the internet (34%) and hanging out with
friends (33%). They feel they get enough attention from their direct
social environment (approx. 7/10), but they feel abandoned by
brands (21%), the job market (33%) and especially by the
government (39%) and the politicians (48%).
They have a lot of influence on today’s financial powerful
consumers though. Especially when it comes to adopting
technologies (51%) and buying products/services (41%), Gen Yers
have a strong influence on their parents. these influential Gen Yers
especially look for contemporary brands (36%) that fit their own
style (33%).

22. //UNITED
KINGDOM

23. 55
s
% of t he UK Y’er
consider s to be a
themselve rson!
HAPPY pe
15 % do
comf es not fe
homoortable i el equal
sexu n hete ly
al co r
mpanosexual
y and
17 s the
% say !
drugs
y use
soft

24. //Gen Yers IN THEIR LEISURE TIME
Q: During your leisure time, which of these activities do you like the most?
Leisure time = ‘me time’!
1 out of 3 yers prefers to surf on the internet.in their leisure time. Hanging out with friends comes second. Compared to other countries, music
is a very powerful medium in the UK as more than 1 out of 4 youngsters take time to listen to it
0% 10% 20% 30% 40% 50% 60% 70%
Surfing on the internet 34%
Hanging out with friends 32%
Listening to music 27%
Watching television 22%
UK
Sporting / Exercising 20%
Average cross studied countries
Reading (books, newspapers...) 18%
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
Gaming (computer / console) 17%
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
Shopping 17%
Having sex 15%
Checking my social networks 15%
Going out (bar, disco...) 14%
Going to the cinema 11%
Hanging out, doing nothing 9%
Visit family 7%
UK Average cross studied countries
Making music (DJ, instrument...) 7%
N = 249 / F = No

25. //Gen Yers IN THE FUTURE
Q: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous...
UK youngsters dream of becoming a sportsman (18%). Being a musician (12%) or company leader (8%) are second and third most important.
UK Y’ers do not want to become a media figure or Politician.
0% 5% 10% 15% 20% 25% 30%
…sport(wo)man 13%
…musician / artist 12%
...company leader 9%
...scientist 9%
…writer / author 8%
…actor/actress 7%
20%
17%
15%
22%
18%
17%
15%
14%
11%
...model 6%
9%
7%
7%
...designer 6%
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
…comedian 5%
…movie director 4%
...pop idol 4%
…TV presenter 3%
...kitchen chef
…politician
UK Average cross studied countries ...media figure
N = 261 / F = No
249

26. // DNA OF BRANDS
Q: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to?
Gen Yers in the UK look for Unique brands (37%) that are up-to- date (33%).
Today’s teenagers and twentiers are responsible and search for brands with a clean reputation and which make them happy.
0% 10% 20% 30% 40% 50% 60%
Unique 37%
Up-to-date 33%
Makes me feel happy 31%
Clean reputation 31%
Own style 30%
Real / authentic 27%
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
Clear and simple 26%
I can identify myself with
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
25%
Checking my social networks
Reading (books, newspapers...)
Fun 23%
Cool 22%
Trendy 19%
...has a high status 19%
...is luxurious and glamorous 14%
...has a clear position 14%
UK Average cross studied countries
N = 249 / F = No

27. // GEN Yers IN THE SPOTLIGHTS
Q: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world!
Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…
Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get the attention
they deserve from brands. Pay attention, these are the consumers of the future!
Dear politicians, be aware of the youngster's revolt!
NO YES
0% 75%
Your partner*
NO
7% 74%
YES
Your mom
NO 7% 72%
YES
Your friends
4% 85%
Your family
NO 6% 5% 71% YES 80%
4% 85%
6% 80%
Your dad 15% 5% 60% 80%
4% 6% 85% 78%
Rest
Your colleagues / classmates NO 11% 5%
6%
9% 56% YES
80%
80%
75%
6% 78%
Rest BOT 2
Your boss / teacher NO 16%
6%
9%
7%
YES 45%
80%
75%
70%
4%6% 13% 78%
85% 56%
Rest BOT 2 - No influence at all
1 7% 70%
Brands 21%
9% 19% 30%
75% 43%
5% 80%
4% 13% 85% 56%
BOT 2 1 - No2influence at all 7% 21% 70% 39%
Your neighbours 36% 6% 28% 80%
5% 19% 80% 43%
13%6% 30% 78% 31%
56%
2
Rest1 - No influence at all average / 2 21% 39%
The job market 42%6% 80%
21%
19% 9%43% 43% 75%24%
6% 30% 78% 31%
Rest The government BOT2 2 average / 2 / 2
average 21% 55%
7% 19%
39% 70%
53% 17%
9% 43% 75% 24%
30% 13% 31% 56%
BOT 2Politicians 1 - No influence at average / 2 61% 7%
average / 2 all 4 55% 13% 70% 19%
43% 19% 24% 43%
13% 56%
1 - No influence at all
– Definitely not 2 3 - Neutral 4
5 – Definitely of influence 55%
5 - A lot 21% 19% 39%
N >200/ F = No 19% 43%
*N > 50 / F = if applicable 30% 31%
2 average / 2
4 5 - A lot of 2
TOP influence
21% 39%
43% 24%
30% 31%
average / 2 5-A 2 TOP 2
average / lot of influence Rest 55% 19%
43% 24%

28. // THE INFLUENCE OF Gen Yers
Q: We would like you to estimate the influence you have on your parents for each of the following aspects.
Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when it
comes to adopting products they buy (53%) and brands they prefer (42%). Yers have limited influence on their parent’s music choice (28%)
and television programs they watch(19%).
NO INFLUENCE INFLUENCE
20% 53%
The products/services they buy
The brands they like/prefer NO 22% 42% YES
The shops they visit NO 22% 39% YES
4% 85%
The political choices they make NO 25%
5% YES
37%
80%
4% 85%
29% 6% 33% 80%
The bars, restaurants, museums, etc. they visit 5% 80%
4% 6% 85% 78%
Rest
The cities they visit NO 28%
5%
6%
9% YES 33%
80%
80%
75%
6% 78%
Rest BOT 2
NO
The technologies they adopt 32% 6%
YES
9%
7% 32% 80%
75%
70%
4%6% 13% 78%
85% 56%
Rest BOT 2 - No influence at all
1 7% 70%
Their environmental behaviour 33% 19% 32% 43%
5%9% 75%
80%
4% 13% 85% 56%
BOT 2 1 - No2influence at all 7% 21% 70% 39%
Their holiday destinations 36% 6% 29%80%
5% 19% 80% 43%
13%6% 30% 78% 31%
56%
2
Rest1 - No influence at all average / 2 21% 39%
The clothes they wear 6% 33% 43% 80% 29% 24%
19% 9% 43% 75%
6% 30% 78% 31%
Rest BOT2 2 average / 2 / 2
average 55%
21% 28%
7% 19%
39% 28%
70%
The music they listen to 9% 43% 75% 24%
30% 13% 31% 56%
BOT 2 1 - No influence at average / 2
average / 2 all 4 7% 55% 70% 19%
The television programmes and movies they watch43% 19% 46% 19%
24% 43%
13% 56%
1 - No influence at all 2 3 - Neutral 4 5 - A lot of influence 55% 21% 19% 39%
19% 43%
N = 249 / F = No 30% 31%
2 average / 2
4 5 - A lot of 2
TOP influence
21% 39%
43% 24%
30% 31%
average / 2 5-A 2 TOP 2
average / lot of influence Rest 55% 19%
43% 24%