30,000 respondents across more than 60 countries: the infographic published by Nielsen on the social and purchasing habits of Millennials—the new generation born around the year 2000—has the right numbers.

Nielsen is the company that studies consumer behavior in 47 European markets and over 100 countries worldwide, offering a comprehensive view of purchasing trends and media consumption habits. But what emerges from the infographic?

Generation Y, raised alongside technology and at the forefront of the social media scene, is the target market that businesses must focus on to stay competitive and successful. The data collected reveals a generation centered on “us,” “now,” and “more.”

The “young adult” category, which includes the majority of Millennials, is expected to have limited purchasing power; however, this group represents 24% of the global population, is highly active on social networks, and is inclined toward online shopping and the sharing economy.

These are enough figures to allow them to influence every sector, from media involved in the technological revolution to dining and entertainment venues integrated into social trends.

The use of old information systems is being enriched and integrated: 66% of Millennials watch television while browsing the internet, and 62% say they appreciate live-interactive broadcasts and are likely to use social media.

The widespread availability of connectivity leads Millennials to prioritize the present moment: products, even before being innovative and high-quality, must be available immediately. Consider the different communication speed between Generation Y and Baby Boomers—their parents—and the resulting need for faster dynamics: with the exception of cutting-edge services like Amazon Prime, Nielsen highlights how home delivery services far surpass e-commerce sites. Even in entertainment, the availability of streaming services, with the ability to make content and videos accessible at any time, is taking over the traditional subscription model for TV and private networks.

This surplus of information and real or perceived awareness drives Millennials to want the best, or at least more than they already have. Purchases can be made anytime, anywhere: before buying a TV ad space, it’s advisable to check the condition of your website…

But Millennials are far from superficial. On the contrary, they are very interested in storytelling and brands’ transparent narratives (80%), as well as in healthy (38%) and organic (36%) foods, for which they are willing to pay more (81%); even better if they are innovative (48%).

The dialogue between companies and consumers—and among communicators themselves—becomes the central point of effective marketing: Millennials’ identities are strongly influenced by brands that can tell their stories, sparking conversations and tapping into people’s emotional and experiential realities.

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