Nielsen reports there’s no confusion in the market about the significance of Millennials. After all, they account for 24% of the U.S. population (77 million people), which is now a larger percentage than the historically dominant Baby Boomer generation, and command significant long-term spending prowess.
When looking at Millennial shopping habits, we see that Millennials are willing to spend on what matters to them, even though many are just beginning their professional careers. And their annual spending adds up. According to the Intelligence Group, this generation already spends about $200 billion each year in the U.S. More Nielsen insite here.