Tech Geek Millennials
“Everything tech-wise is at my fingertips”

Multi-ethnic men, ages 22-30, mostly single without children, a median income of $80,000, and an average of $30,000 in student debt. They live in urban or suburban areas, have bachelor’s degrees and may have graduate schooling. They tend to be pro-Republican and are fairly likely to have voted in the last presidential election.

Their jobs are important to them and they feel as though their education prepared them well for their careers.  At work, they are eager to learn new things, frequently question the status quo, tend to be independent and impatient – seeking advancement without “paying their dues” — are “go-getters,” dislike receiving orders, dislike ambiguity, but will accept feedback that is direct and very specific.  They tend to focus on short-term priorities rather than long-term goals.  They feel that friendships with their boss and co-workers are marginally important, but they have a tendency to miscommunicate with both because of a lack of awareness of verbal and non-verbal cues. 

Although their work is important to them, friends and lifestyle are equally important, so they value their weekends and enjoy travel. They talk to their parents twice a week on average but don’t seek their parents’ advice. They are not interested in philanthropy, civic engagement, or environmental causes. They are busy and impatient, preferring fast service to friendly service. They buy their groceries at convenience stores or eat out and prefer to do non-grocery shopping online. They make their purchase selections primarily on brand-loyalty rather than on competitive-pricing.  They are more likely to buy a home than to rent one and if they do rent, they are planning on purchasing a home in the future, although in other ways they tend to live in the moment rather than plan for the future.  They are more likely to use a car service than to own a car. They care about their appearance and work out regularly. They are strong users of social media, are very likely to post content online, and consider themselves extremely tech-savvy.