How can you ensure your alcoholic beverage marketing plan will have a glass half-full outcome? In a new infographic, Scarborough reveals how to reach the 27 percent of U.S. adults age 21+ who are Shaken and Stirred Millennials – defined as adults age 21 to 34 who say they drink any alcohol. The infographic illustrates where they purchase alcohol and what other activities they engage in, but what about their media consumption habits, demographics and local markets? By understanding the places where Shaken and Stirred Millennials are most likely to see messaging and ads, marketers can efficiently target this consumer group that is still establishing their tastes and cultivating their palates.
Who are the Shaken and Stirred Millennials? They are seven percent more likely than all adults 21+ and 38 percent more likely to be unmarried. They are also 19 percent more likely to be employed full-time and 21 percent more likely to hold white collar employment. In terms of race and ethnicity, 13 percent of Shaken and Stirred Millennials are Black and 19 percent self-identify as Hispanic. They are 45 percent more likely than all adults 21+ to have three or more age 17 or under living in their household.
When marketing to Shaken and Stirred Millennials, it is also important to know the parts of the country in which they reside, as well as the markets in which they are less likely to be found. The top and lowest markets for Shaken and Stirred Millennials are as follows:
Though Shaken and Stirred Millennials are generally less likely than all adults 21+ to read a newspaper, 41 percent read the main or front page section and 37 percent read the local news section. Shaken and Stirred Millennials’ television viewing patterns reflect their youth; they are more than twice as likely as all adults 21+ to have watched Adult Swim and MTV in the past seven days, 63 percent more likely to have watched E! and 52 percent more likely to watch FX in the same time frame. In general, Shaken and Stirred Millennials are twice as likely as all adults 21+ to watch reality dating shows and 32 percent more likely to watch comedies.
Shaken and Stirred Millennials over-index for nearly every internet related measure, but which digital areas in particular are this group most likely to toast? They are nearly twice as likely as all adults 21+ to have participated in fantasy sports, watch or download movies and access personal ads and dating sites in the past 30 days. Shaken and Stirred Millennials are also 47 percent more likely to spend three or more hours on social networking sites per day on average.
To view the infographic in its entirety, click here.
SOURCE: Scarborough USA+ Study, Release 2, 2012-Scarborough
*Due to the subject matter featured in this infographic, Scarborough has defined Shaken & Stirred Millennials (age 21-34).
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