Our survey was performed online with the goal of obtaining
responses from men and women between the ages of 23 and 38 (born
between the years 1980 and 1996) from some of the largest
automotive markets around the world, including Argentina, Brazil,
Canada, China, France, Germany, Hong Kong, India, Italy, Japan,
Mexico, Singapore, the UK and the U.S. With the country data, we
grouped together certain regions, including the U.S. and Canada;
Latin America, including Mexico, Brazil and Argentina; Europe,
including Germany, the UK, France and Italy; and Asia, including
China (other than Hong Kong), Hong Kong, Japan, India and
Singapore.
Overall, our response rate was highly diverse across multiple
factors. We obtained survey responses from 2,150 millennials around
the globe, with 50% identifying as male and 50% identifying as
female. The gender response rate by region and country was very
similar to the global results.
In terms of age range, our global response rate was as follows:
- 23 to 26: 25%
- 27 to 30: 26%
- 31 to 34: 27%
- 35 to 38: 21%
Our regional response rate by age was similar to the global
results. However, the response rate skewed older in Canada (60% of
respondents in their 30s) and India (58% of respondents in their
30s).
We surveyed city, suburban and rural community/small town dwellers.
Globally, 58% of respondents were city dwellers, 25% were suburban
dwellers and 17% were rural/small town dwellers. Regionally, Latin
American respondents from cities responded at a much higher
proportion (75%) relative to the global results, whereas U.S. and
Canadian respondents had a lower proportion in cities and a higher
proportion in the suburbs relative to the global results. By
country, over 70% of respondents in Argentina, Brazil, China (other
than Hong Kong), Hong Kong, India and Mexico reported living in a
city. Interestingly, less than 50% of respondents in Germany,
Japan, the UK and the U.S. reported living in a city.
In terms of living arrangements, our global response rate was as
follows:
- Live with my spouse/significant other: 43%
- Live with my parents: 27%
- Live with my or my spouses' children: 26%
- Live by myself: 15%
- Live with one or more roommates: 7%
By country, over 45% of respondents from Hong Kong, India, Japan
and Singapore reported living with their parents. A relatively low
number of respondents from India and Japan reported living with
their spouse/significant other at 12% and 25%, respectively.
After a delay caused in part by the Great Recession, millennials
are finally beginning to start families. Globally, 49% of
respondents reported having children. By country, over 65% of
respondents in Argentina, China (other than Hong Kong) and Mexico
reported having children, whereas over 65% of respondents in
Canada, Germany and Japan reported not having children.
Globally, 65% of respondents reported as working full-time and 14%
reported no current employment. By country, China (other than Hong
Kong), Hong Kong, India and Singapore all had response rates of
working full-time of over 80%, which is significantly higher than
the global response rate (65%). Italy's response rate of
working full-time (46%) was lower than the global response
rate.
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