Los Millennials son la generación más grande de EEUU

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  • Los Millennials han superado a los Baby Boomers como la generación viva más grande de Estados Unidos.
  • La población del milenio se prevé que alcance su punto máximo en 2036 con 81,1 millones.
  • Esto es enormemente valioso para las empresas, que en lugar de lanzar las campañas por región geográfica también necesitarán conocer estas generaciones.
  • Aun así, la generación que más uso le da al comercio electrónico es la Generación X.

De acuerdo con Pew Research Center, los Millennials han superado a los Baby Boomers como la generación viva más grande de Estados Unidos. Los Millennials, que se definen como las edades de 18 a 34 en 2015, que actualmente son 75,4 millones, superando los 74,9 millones Baby Boomers (edades 51-69). Y la Generación X (edades 35-50 en 2015) se proyecta para pasar a los Boomers en la población en 2028.

Por otro lado, de acuerdo con un estudio de KPMG llamado “La realidad de los consumidores online” la Generación X es la que más compras realiza en Internet.

[section label=”Los Millennials son la generación más grande de EEUU” anchor=”Los Millennials son actualmente la generación más grande de EEUU”]

Los Millennials son la generación más grande de EEUU

La población del milenio se prevé que alcance su punto máximo en 2036 con 81,1 millones. A partir de entonces, el Millennial más mayor tendrá por lo menos 56 años de edad y se prevé que la mortalidad sobrepasará la inmigración neta. Para 2050 habrá un proyectado de 79,2 millones de Millennials.

Screenshot_70
Fuente: Pew Research Center

En cuanto a la Generación X, atrapados entre dos generaciones más grandes –los Millennials y los Boomers–. Son más pequeños que los Millennials porque el período generacional de Gen X (16 años) es más corto que el de la generación del milenio (17 años). Aunque los miembros más mayores de la Generación X tienen ahora 50, la población de la X seguirá creciendo por unos años más. Se predice que superará en número a los Boomers en 2028 cuando haya 64.6 millones de miembros de la Generación X y 63.7 millones de Boomers. La Oficina del Censo proyecta que la población de la Gen X alcanzará los 65,8 millones en 2018.

Screenshot_59
Fuente: Pew Research Center

Por último, los baby boomers siempre han tenido una gran presencia en comparación con otras generaciones. Fueron la generación más grande y alcanzaron un máximo de 78,8 millones en 1999. A mediados de siglo, la población Boomer se reducirá a 16,6 millones.

Lo que está claro es que los Millennials han superado a los Baby Boomers como la generación viva más grande de Estados Unidos, en parte gracias a los jóvenes inmigrantes, según estimaciones de la población publicadas por la Oficina del Censo de los Estados Unidos. Esto es enormemente valioso para las empresas, que en lugar de lanzar las campañas por región geográfica también necesitarán conocer estas generaciones. Si tomamos como ejemplo los Millennials en China, es mejor compararlos con otros Millennials estadounidenses que con sus padres chinos. Esto no siempre fue así: un chino de sesenta años creció escuchando y adorando al presidente Mao, mientras que un estadounidense hizo lo mismo con los Beatles. Cuarenta años después, esos dos consumidores son un mundo aparte en valores.

Sin embargo, dado el rápido ritmo de la transformación social y tecnológica de China, las brechas generacionales crecen más y más mientras que las nacionales se están reduciendo. Para los Millennials chinos y americanos las corrientes culturales, y más importante, los valores del consumidor, están convergiendo a través de continentes. Comprender los valores de este enorme grupo de consumidores –200 millones de personas en China entre 18 y 34 años, y cerca de 80 millones en Estados Unidos– será clave para las nuevas construcciones de marcas para la próxima década.

[section label=”Los Millennials buscan experiencias relacionadas con estilos de vida y viajes” anchor=”Los Millennials buscan experiencias relacionadas con estilos de vida y viajes”]

Los Millennials buscan experiencias relacionadas con estilos de vida y viajes

Los Millennials chinos están probando estilos de vida globales, aprendiendo a ignorar a las grandes marcas y comprando productos basados en recomendaciones. Las nuevas marcas independientes cumplen esta demanda agregando productos con nuevas experiencias. Todas estas tendencias tienen consecuencias en sus compañeros estadounidenses, así como enormes implicaciones para las marcas de consumo en todo el mundo.

Esto no significa que los productos y las plataformas puedan ser trasplantados directamente de un mercado a otro. Cada país tiene características logísticas específicas –sistemas de pago, densidad de población, redes de distribución…–que conducen a diferentes canales comerciales. Los inversores orientados al consumidor necesitan tanto una comprensión firme de estas características como la capacidad de asignarlos a los hábitos de consumo específicos de cada país.

La juventud china no está cediendo a la “occidentalización” mayorista, pero está probando estilos de vida globales. El valor clave –Compartido tanto por los Millennials chinos como los americanos– es el deseo de nuevas experiencias. Muchas de las marcas internacionales más exitosas en China son aquellas que ofrecen a los millonarios chinos una experiencia que contribuye a una creación de identidad pública.

Mientras que el consumo de las marcas de lujo extranjeras fue tendencia para los chinos de más edad, los Millennials están buscando en cambio experiencias relacionadas con el estilo de vida y viajes. Los viajes internacionales se están convirtiendo en el nuevo consumo más popular, y la posibilidad de compartirlo a través de WeChat y otras redes sociales. De hecho, los Millennials chinos representan el 40% de todos los viajes al extranjero.

[section label=”La Generación X es la que más utiliza el eCommerce” anchor=”La Generación X es la que más utiliza el eCommerce”]

La Generación X es la que más utiliza el eCommerce

Para los Millennials en los EEUU y China, el auge del comercio electrónico está redefiniendo también lealtad de la marca. Hay que tener en cuenta que para los consumidores millennials, la calidad del producto se mide a menudo a través de recomendaciones.

Esto no significa que la “lealtad a la marca” ya no se relacione necesariamente con el producto en sí, sino que además incluyen valores relacionados con la app o la empresa. Por tanto, las start-ups que tienen como target a los Millennials estadounidenses y chinos deben encarnar valores que les ayuden a proyectar su individualidad. Para las empresas basadas en valores, el desafío es convertirse en un vehículo por el cual los Millennials proyecten sus propios valores individuales –el feminismo, la conciencia ambiental, etc.–.

Sin embargo, por muy sorprendente que parezca, según KPMG no son los Millennials los que más compran por internet en España, sino la Generación X los que más hacen uso del comercio electrónico: 16 adquisiciones al año de media, con un gasto de 161 dólares.

Screenshot_55
Fuente: KPMG

La explicación es lógica: se encuentran en un momento de la vida en el que construyen sus hogares y familias, están más centrados en sus carreras profesionales y tienen mayor nivel de ingresos, por tanto, adquieren más bienes de consumo a través de la Red. Este colectivo aumentó las compras online un 20% el pasado año.

Por el contrario, muchos Millennials ni siquiera han accedido al mercado laboral o están todavía en ello, buscando un sitio, lo que reduce su poder adquisitivo y en consecuencia sus compras. Pero las previsiones estiman que cuando encuentren un empleo y se establezcan con su propio estilo de vida, superarán con creces a las actuales generaciones de consumidores que compran online.

De acuerdo con el estudio, entre las categorías que esperan que tengan mayor crecimiento en el comercio electrónico para el próximo año serán menaje del hogar, electrodomésticos, mobiliario y decoración, síntoma de la recuperación del mercado inmobiliario. También el sector del vino y las prendas de vestir para mujer alcanzarán mayor crecimiento. Al consumidor online español le gusta la comodidad. Por eso, compra desde casa. El PC es el dispositivo preferido para realizar estas operaciones. Pero el móvil terminará siendo el rey.

Screenshot_57
Fuente: KPMG

El móvil va a dibujar un escenario distinto, como advierte Francisco Pérez, gerente del sector Consumo de KPMG España: “El 80% de los Millennials españoles que el año pasado compraron en la tienda física consultaron su móvil mientras estaban en el establecimiento, al menos una vez, para buscar información adicional de un producto y comparar precios con la competencia. Es un reto al que se enfrentan las cadenas físicas: tener el cliente en tu tienda, atendido por un vendedor al que pagas, para que el cliente cuele a la competencia en tu establecimiento”.

Screenshot_56
Fuente: KPMG

[section label=”La siguiente gran historia del consumo no será en EEUU ni en China” anchor=”La siguiente gran historia del consumo no será en EEUU ni en China”]

La siguiente gran historia del consumo no será en EEUU ni en China

Los valores convergentes entre los Millennials de los EEUU y de China son importantes, pero también son importantes las diferencias en la logística del consumo. Eso es porque la siguiente gran historia del consumo probablemente no saldrá de los Estados Unidos u otros países desarrollados. Saldrá de mercados densos, urbanos, de bajos ingresos medios como Indonesia, India o partes del Medio Oriente y África. Los valores de consumo que se manifiestan en estos países pueden ser paralelos a los EE.UU. y China, pero los patrones de consumo específicos y los hábitos crecerán fuera de las condiciones logísticas prácticas.

Las ciudades abarrotadas de China, con mano de obra barata, omnipresentes pagos móviles y la falta de opciones sin conexión, han sido un rico laboratorio para el comercio electrónico en la nueva economía de servicios a la carta. Los modelos de negocio resultantes que han crecido orgánicamente serán claves para romper mercados en la India, el sudeste asiático, África y más allá. Para los empresarios e inversores que buscan saltar a los mercados de alto crecimiento, se necesita tanto un ojo en el laboratorio global de comercio electrónico y los valores convergentes milenaria.

KPMG. La realidad de los consumidores online. 2017 [consultado 11-07-2017]. Disponible en: https://assets.kpmg.com/content/dam/kpmg/es/pdf/2017/06/la-realidad-de-consumidores-online.pdf

KPMG. El precio y la confianza, los factores clave para elegir dónde comprar en Internet. 4 de julio de 2017. [consultado 11-07-2017]. Disponible en: https://home.kpmg.com/es/es/home/sala-de-prensa/notas-de-prensa/2017/07/la-realidad-de-los-consumidores-online-kpmg.html

PEW RESEARCH CENTER. Millennials overtake Baby Boomers as America’s largest generation. 25 de abril de 2016. [consultado 11-07-2017]. Disponible en: http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/?utm_content=bufferdb260&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer

TECH CRUNCH. Converging consumer values in China and the U.S. are creating Millennials without borders. 10 de julio de 2017 [consultado 11-07-2017]. Disponible en: https://techcrunch.com/2017/07/09/converging-consumer-values-in-china-and-the-u-s-are-creating-millennials-without-borders/

ABC. El comercio electrónico no es cosa de «millenials». 10 de julio de 2017 [consultado 11-07-2017]. Disponible en: http://www.abc.es/economia/abci-comercio-electronico-no-cosa-millenials-201707100149_noticia.html

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