Target audience: Millennials in Spain

Selected insights on target audience: Millennials in Spain

• There are Millennials throughout all income brackets
• An honest and respectable life has less importance to Millennials than to the average consumer
• 42% of Millennials are in the early majority of innovation adopter types
• 58% of Millennials think that unemployment is an issue that needs to be addressed
• 46% of Millennials remember seeing advertising in video portals

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Spain
• Gender of consumers in Spain
• Level of education in Spain
• Share of consumers in Spain in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Spain live
• Communities where consumers live in Spain
• Accommodation type and home ownership in Spain
• LGBTQ+ status of consumers in Spain

• Most important aspects of life for consumers in Spain
• Top 10 interests of Millennials in Spain
• Top 10 hobbies and leisure activities of Millennials in Spain
• Top 10 sports activities of Millennials in Spain
• Top 10 sports followed by Millennials in Spain
• Pets living with Millennials in Spain

• Agreement with statements in Spain
• The 10 most important issues facing Spain according to Millennials
• Political attitudes of consumers in Spain
• Innovation adopter types based on statements towards innovation by consumers in Spain
• Economic situation in Spain as percieved by Millennials
• Perceived personal economic situation of Millennials
• Agreement with statements regarding economic concerns of Millennials

• Type of media consumers in Spain have been using in the past 4 weeks
• Top 10 social networks used by Millennials
• Top 10 channels where Millennials in Spain remember coming across digital advertising
• Places where consumers in Spain have come across non-digital advertising in the past 4 weeks