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Big Data Isn't Always Correct When it Comes to Millennials
By: Paige Brooks Briggs
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In a myth-busting survey conducted by Carat, it was found that the majority of what we have been told about Gen Y (Millennials) is wrong. The Carat study, called "The Millennial Disconnect," was done by Copernicus, a Dentsu Aegis Network company.

Big data is a big deal when it comes to brands. According to the survey, based on 14,000 millennials aged 15–34. Carat has come to the conclusion that millennials don’t always meet the stereotype of being “hyper-connected optmisitic digital extroverts.” The fact is that only 42% of millennials surveyed actually meet this stereotype, while the other 68% were neglected under the assumption that they belonged more to the monolithic group.

Millennials are one, if not the largest, segment that brands are marketing to. With more focus on cookie data and less on behavioral data, brands don’t get to know about a person's identity or mobile use. Knowing your target market and being able to dig deep into understanding insights of the demographic will allow for a better marketing strategy.

Carat broke down the group of 85 million into segments using attitudinal and behavioral data. What do these mean for your brand?

"Trend-Netters" — 42% of millennials
"Alter-Natives" — 23% of millennials
"Lifeprenuers" — 19% of millennials
"BetaBlazers" — 16% of millennials

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