Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Millennials 2020

So, How’s that Adulting Thing Going—in Digital Usage, Shopping, Finances and Homeownership?

About This Report
Marketers must look past some familiar stereotypes of millennial life—about their digital usage, shopping behavior, finances and attitudes toward homeownership—to grasp the realities of how this cohort has evolved.
Table of Contents

Executive Summary

Delayed by the Great Recession, millennials took their time in reaching standard milestones of adulthood. But they’re getting there, especially the older ones. In the process, they’re rewriting some common notions about millennial life.

Are millennials still heavy users of digital devices and media?

Of course. What’s different from before is a skew toward stability and away from volatility. Making the most of their smartphones, millennials have adopted newer devices in lackluster numbers. In social media, they don’t rush en masse to embrace the most novel options (like TikTok) and tend to stick with what’s already familiar. Netflix is a fixture in their media mix, though Disney+ has quickly gained traction.

How digital are they in their shopping?

Very, though physical stores remain an important part of their mix—even as the lines blur between digital and in-store shopping. More than eight in 10 millennials are digital shoppers, and it represents a large chunk of their purchasing. Amazon dominates their ecommerce activity. Coupons are highly influential.

Has student debt left most millennials impoverished?

It is a burden for many. But one shouldn’t overlook the fact that a majority don’t have any. The broader problem is that many millennials have other sorts of debt—on credit cards, car loans, etc. Despite decent income (finally), millennials’ share of total household wealth is negligible.

Is homeownership a rarity among millennials?

No. Despite their financial struggles, increasing numbers of millennials are homeowners, including a slim majority of those in their 30s. And despite the stereotype of millennials as city dwellers, homeownership is drawing more and more to the suburbs.

WHAT’S IN THIS REPORT? This report looks at the shifts adulting brings to millennial life—in areas ranging from social media usage to homeownership—as the generation moves into a certifiably grownup life stage.

KEY STAT: Reflecting the greater stability now in millennials’ digital usage, they are less apt to seek out the newest and buzziest social platforms—and they’re sticking with Facebook, according to our February 2020 forecast.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

10expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Act Your Age
  3. Where Their Digital Usage Stands (Still)
  4. The Omnichannel Shoppers
  1. Auditing Millennials’ Finances
  2. We’re Home!
  3. Key Takeaways
  4. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

R. Byron Carlock, Jr.
Real Estate Leader
Interviewed January 29, 2020
Ron Cohen
Vice President of Product Strategy
Interviewed January 30, 2020
Reid Cramer
New America
Senior Fellow
Interviewed January 29, 2020
Joan Driggs
Vice President of Content and Thought Leadership
Interviewed January 27, 2020
Michael Parrish DuDell
Interviewed January 28, 2020
Ana Hernández Kent
Center for Household Financial Stability at Federal Reserve Bank of St. Louis
Policy Analyst
Interviewed January 27, 2020
Carrie Parker
Vice President of Marketing
Interviewed January 28, 2020
Jack Randall
Chief Commercial Officer
Interviewed February 3, 2020
Crystal Surrency
Senior Vice President for Strategy and Insights
Interviewed February 3, 2020
Jeff Tucker
Interviewed January 30, 2020


Mark Dolliver


Paul Briggs
Senior Analyst
Jasmine Enberg
Senior Analyst
Lucy Koch
Junior Analyst
Oscar Orozco
Senior Forecasting Analyst
Jennifer Pearson
VP, Research
Monica Peart
Senior Director, Forecasting
Vincent Yip
Forecasting Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client