Millennial Moods, 9 distinct groups

Experian Mosaic in Action, demographic segmentation

Target Marketing, customer insight solutions

New Zealand
New Zealand New Zealand
Consumers make most of their payments by internet banking
  • 74%
    BFSI
  • 70.5%
    TELCO
  • 54.5%
    RETAIL
  • 46.5%
    BFSI
  • 39.6%
    TELCO
  • 40.7%
    RETAIL
  • A higher percentage make payments via internet banking to banks and insurance companies, telcos, and retailers, respectively, compared to the regional average
  • Impact: Anti-fraud capabilities critical to the increased digital transaction frequency and customers’ trust in banks
Australia
Australia Australia
Consumers are most satisfied with the post-fraud service of banks and insurances companies
  • More than 70% satisfaction rate compared to 59.7% on average
  • Impact: Increased trust in BFSIs
Indonesia
Indonesia Indonesia
Consumers that encountered most fraud incidents in the past 12 months
49%
34.7%

AP Average

  • 49.8% have experienced fraud at least once compared to 34.7% on average
  • Impact: Overall anti-fraud capabilities need improvement
Singapore
Singapore Singapore
Consumers have the highest trust towards government
AP Average
  • 75.5% choose government agencies, compared with 51.7% on average
  • Impact: Trust of personal data protection is centered around government agencies
Vietnam
Vietnam Vietnam
Consumers encountered most fraud incidents in retail and telco during the past 12 months
  • 55%
    TELCO
  • 54.5%
    RETAIL
  • 32.8%
    TELCO
  • 35.2%
    RETAIL
  • 55% and 54.5% have experienced fraud at least once in retail and telco, respectively, compared to 32.8% and 35.2% on average
  • Impact: Overall anti-fraud capabilities need improvement
Thailand
Thailand Thailand
Most Thai consumers believe speed and resolution are severely lacking (response/ detection speed toward fraud incidents)
AP Average
  • 60.5% think it is most important, compared to 47.7% on average
  • Impact: Response time as one of key factors to fraud management to retain customers and gain their trust
India
India India as standalone
Consumers have the largest number of shopping app accounts in the region
India
  • Average of three accounts per person
  • Impact: Highest exposure to online fraud
Hong Kong
Hong Kong Hong Kong
The least percentage of consumers with high satisfaction level toward banks and insurance companies’ fraud management
AP Average
  • Only 9.7% are most satisfied compared to 21.1% on average
  • Impact: effective response towards fraud incidents to be improved
China
China China
Consumers are the most tolerant toward submitting and sharing of personal data
AP Average
  • 46.6% compared to the AP average of 27.5% are accepting of sharing personal data of existing accounts with other business entities
  • Impact: higher exposure of data privacy and risk of fraud
alert
Japan Japan as standalone
Consumers most cautious on digital accounts and transactions
50.7% Actively maintain digital accounts’ validity
27% AP Average
45.5% Do not do online bank transfers
13.5% AP Average
  • More than 70% did not encounter fraud incidents in past 12 months, compared to 50% on average
  • Impact: Relatively low risk of fraud

Millennial Audience Identification;
9 unique segments

  • Experian Millennial Moods - Kidults Profile Image

    Choosing to live in the family home to reduce living expenses

    Kidults

    Choosing to live in the family home to reduce living expenses

  • Experian Millennial Moods - Gentrifiers Profile Image

    Finding affordable pockets of major cities to live in

    Gentrifiers

    Finding affordable pockets of major cities to live in

  • Experian Millennial Moods - New Age Metros Profile Image

    Inner city singles and couples working hard, playing hard

    New Age Metros

    Inner city singles and couples working hard, playing hard

  • Experian Millennial Moods - New Estate Lifestyles Profile Image

    Escaping the inner city squeeze for their first homes

    New Estate Lifestyles

    Escaping the inner city squeeze for their first homes

  • Experian Millennial Moods - Working Hard Profile Image

    Working in blue collar jobs with a high propensity to spend

    Working Hard

    Working in blue collar jobs with a high propensity to spend

  • Experian Millennial Moods - Gap Year Profile Image

    Enjoying time off to decide on study and career choices

    Gap Year

    Enjoying time off to decide on study and career choices

  • Experian Millennial Moods - Young Aussie Battlers Profile Image

    Young couples and families living in the suburbs

    Young Aussie Battlers

    Young couples and families living in the suburbs

  • Experian Millennial Moods - Studying Hard Profile Image

    International students completing tertiary qualifications

    Studying Hard

    International students completing tertiary qualifications

  • Experian Millennial Moods - Regional Youth Profile Image

    Single parents with lower than average income

    Regional Youth

    Single parents with lower than average income

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Experian

By Experian 07/08/2021

G030 Millenial Moods Paper - update_WS_v3

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Millennials are a broad group covering many different life stages from students right through to first home buyers and new parents. There’s a big difference between those born in 1980 and those born in 2000.

 

Trying to target all millennials in the same way is a pitfall many brands fall into.

 

Experian has developed nine unique Millennial segments to provide deeper insights into the lifestyle, behaviour and attitudes of a significant and complex part of our population.

 

Complete your information below to access our Millennial Moods Information and discover how you can segment your own customer base into these 9 distinct Millennial groups.

 

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