Marketing to Millennials in France, Germany and the UK: Behavioral Insights and Marketer Trends - eMarketer
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Marketing to Millennials in France, Germany and the UK: Behavioral Insights and Marketer Trends

eMarketer Report

By: eMarketer

Published: September 14, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Young adults ages 18 to 34 are a crucial demographic group—and now more than ever, with their behavior as consumers shaped by the force of digital transformation, as well as larger social, political and economic factors.

  • Millennials have grown up with the internet and an ever-increasing spectrum of digital devices. However, they still combine their digital habits with consumption of TV and other traditional media.
  • Young adults in all three countries are champion smartphone users, not least because these devices enable them to carry out many kinds of activities, whether work or leisure, from almost anywhere.
  • Millennials are more likely than other demographics to use multiple devices and platforms—including TV, PCs, smartphones and tablets—simultaneously or in sequence.
  • Millennials have long been a prime target for advertisers and marketers. The youngest ones are just entering the working world, and the combination of rising incomes and openness to experimentation with new products and services is highly attractive to brands. In the digital era, though, millennials’ expectations are higher than ever.

"Smartphone penetration among millennials in France, Germany and the UK is extraordinarily high, and smartphones are overwhelmingly the device of choice for internet access in this cohort."

Table of Contents

Millennials in France, Germany and the UK: Who They Are and Why They Matter

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Behavioral Basics—and What They Mean for Marketers

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The Marketer Response: Navigating the Millennial Minefield

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3 charts are included in the full report:

Marketing to Millennials in France, Germany and the UK: Behavioral Insights and Marketer Trends

Millennial Smartphone User Penetration in France*, Germany* and the UK, by Age, 2017 (% of population)

Behavioral Basics—and What They Mean for Marketers

Millennial Smartphone User Penetration in France*, Germany* and the UK, by Age, 2017 (% of population)

Engagement with Ads and Brands

Internet Users in France, Germany and the UK Who Are Willing to Share Personal Data in Exchange for Benefits/Rewards, by Age, Summer 2016 (% of respondents in each group)