U.S. West vs. U.S.

Northeast
Millennials
A comparative look at Generation Y based on where they live: Heres what the data from the CivicScience
InsightStore found as some of the bigger differences among this 18-34 year-old demo group by these 2 major
U.S. regions. The percentages reported are comparisons to each other.
social media
more likely to
be on Twitter.
more likely to
love using
Pinterest.
more likely to share
sports news at
least occasionally
on social media.
more likely to
love using
Snapchat.
Northeast
Millennials
Western
Millennials
Northeast
Millennials
Northeast
Millennials
32
%
33
%
53
%
55
%
Western Millennials keep it lighter when they watch
TV, favoring sitcoms over dramas, while their
Northeastern counterparts are more news minded.
more likely to
watch sitcoms
the most among
TV show genres.
more likely to
watch Fox
network the most
among the 4
broadcast TV
networks.
Western
Millennials
more likely to play
video games daily.
more likely to go
to the movies 1x per
month or more.
The Western region group keeps it lighter here too -
they are more likely to favor video games and
movies, while Northeastern Millennials follow sports
more.
29
more likely to
subscribe to a
print newspaper.
more likely to
watch local TV
news every day or
most days.
Northeast
Millennials
more likely to closely
follow Major League
Baseball and 2X as likely
to follow the NHL.
more likely to say
theyve played fantasy
sports.
Health and lifestyle
%
When it comes to diet and lifestyle, Northeastern Millennials are more on the go with their jobs, have the same address
for longer, and are more educated. Westerners are more likely to exhibit conicting behaviors: they are more
environment and health conscious, yet they eat fast food more often, have higher gun ownership rates, and are open
to plastic surgery.
69%
more likely to purchase locally
grown food every chance they get.
25%
more likely to say the presence of
GMOs affects the products they buy
at least the time.
but...
38%
more likely to eat at fast food
restaurants 1x a week or more.
42%
more likely to eat breakfast on the
road or at work vs. at home.
15%
more likely to eat lunch away from
home.
28
%
26
%
32
%
28
%
50
%
44
%
39
%
more likely to adjust their lifestyle every chance
they get to help the environment.
more likely to own a gun.
more likely to have school-aged children living
with them.
lifestyle
35
%
33
%
25
%
Looks like Northeastern Millennials are more social digitally.
more likely to have at least a 20 minute commute
to work - and to use public transportation at least
monthly.
more likely to have a post-high school degree.
more likely to say they are unhappy in their current
job.
38
%
31
%
26
%
lifestyle
27%
more likely to have had or would like
to have elective surgery for cosmetic
or weight loss purposes.
55%
more likely to favor Italian food over
other cuisine types.
BRANDS FAVORED
Our data identied national brands that are favored more by Millennials based on their region. The information below
shows the percentage of respondents for that region who said that they like or love the brand compared to
respondents from the other region. The data suggest that Millennials regardless of region favor brands that align
with active, economic lifestyles but with some unhealthy indulgences thrown in for good measure:
more likely to have a land-based home telephone.
more likely to say they have lived in their residence
for 5+ years.
24
%
21
%
For more insights like these, contact CivicScience: http://biz.civicscience.com contact@civicscience.com (412) 281-1954
Methodology: The data used for this report was collected on June 20, 2014 using CivicSciences syndicated polling platform and is based on 248,231
aggregate, anonymous respondents from hundreds of publisher websites across the U.S. from syndicated questions weve tracked over the last two years.
(Note: not all respondents answered all questions; this is a total number of unique respondents. Each question in this report had a minimum of 1,000
respondents.) Regional data includes respondents from the following states: Western region: AK; WA; OR; ID; MT; WY; CA; NV; UT; CO; AZ; NM; HI, and
Northeast region: CT; ME; MA; NH; RI; VT; NJ; NY; PA. The CivicScience InsightStore platform allowed for cross-tabulation among respondents answers
to a wide range of polling questions over the indicated period of time. No clients or trademark owners participated in conducting the specic polling
questions used in this report, nor have they endorsed, approved or otherwise provided any input regarding the results published here. All responses were
weighted for U.S. census representativeness for gender and age.
2014 CivicScience, Inc. InsightStore is a trademark of CivicScience. All rights reserved.
66
26
51
10
35
61
17
43
14
44
30
30
10
31
26
56
14
48
29
33
63
14
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
media and tv consumption sports and entertainment
Western millennials northeast millennials vs