Telefónica Global Millennial Survey 2014
Money isn’t everything: Young German adults prefer fun at work and a good working environment
German 18- to 30-year olds look towards the future optimistically. A good working position is what counts most for them. They are especially open to new technologies, with even more young German adults in possession of a smartphone than their counterparts in the USA or Latin America. Telephony, however, only ranks fourth in importance for them. And although young people in Germany are more sceptical about data security than those in other countries, they tend to protect their data less than others. These are the results of the largest survey on the millennial generation to date.
More than 6700 young adults from 18 countries in Northern and Latin America as well as Western Europe took part in the Telefónica Global Millennial Survey. “The generation of young adults are the innovators of tomorrow. For us, it’s important to understand how they think, because – being one of the largest telecommunications providers in Germany – it’s our aim to become the leading digital telco and to create relevant added value for our customers,” says Valentina Daiber, Director Corporate Affairs of Telefónica Deutschland. The survey shows that young adults face the future optimistically and that mobile technologies influence their lives to a great extent – in the private as well as in the professional realm. “The results of the survey help us develop the right products for this generation so that young people are able to realise their ideas and further shape the digital world,” says Valentina Daiber.
Career goal: A job that is fun
The personal focus of the millennial generation is on their careers. Young adults in Germany value “a secure, well-paid job” (49%) over “having children” (16%), “owning a house” (13%) or “getting married” (12%). When it comes to an entrepreneurship of their own, however, they remain reserved. While a quarter of young adults in Latin America hope to start their own company within the next ten years, only five percent of young Germans share this wish – although the majority claims that the conditions in Germany for self-employment are good. However, for German millennials money is not the main criterion when choosing their career. Instead, they expect their jobs to be fun (47%) and to allow for a healthy work-life balance (41%). A good salary comes third (32%).
Data on the rise: Telephony now only ranks fourth
German millennials are particularly receptive to new technologies and the possibilities implied by the digital world. In Germany, 83 percent of millennials own a smartphone – with women ranking even four percentage points higher than men – thus adding up to more than the smartphone owners in the USA (79%) and in Latin America (74%). In particular, young German adults use their smartphones for reading mobile data such as news, for accessing social networks or for sending text messages. By now, classical telephony has dropped to fourth priority. According to the German millennials, the use of mobile technologies is changing a large number of personal spheres. For more than 80 percent this is true in particular for the areas of entertainment, social interaction and news consumption. More than 50 percent of those interviewed even perceive an influence on their love lives. Millennials in the USA and Latin America also observe great changes in education, in the way they search for work and their shopping habits. Although German millennials are worried about the security of their personal data and are more sceptical than their counterparts in other countries, they protect their personal data less than young adults in the USA and Latin America: While in Germany three out of four millennials take action for their online security, up to 90 percent do so in the USA and in Latin America.
Investments needed: Education and affordable housing
Millennials are very positive about their future: 81 percent of young adults in Germany claim to be fairly or very optimistic. In the USA this is true for as many as 89 percent and for 96 percent in Latin America. Young adults believe a good infrastructure, flourishing foreign trade and the educational system to be Germany’s strong points, while the greatest problems result from social inequality. Although they regard the educational system as such to be one of Germany’s strengths, every second of German millennials expects of the government to invest more in this area. Investments in secure and affordable housing are equally important for them. The greatest global challenges seen by German millennials are poverty (40%), wars (35%) and political instability (33%). For millennials in the USA the economy (38%) is the most urgent problem, for Latin Americans it is corruption (48%). Results for Germany: telefonica.de/millennials Results for Germany: Fact Sheet (in English) International results: telefonica.com/millennials Join the conversation: #TEFMillennials
|About the survey The Telefónica Global Millennial Survey is the largest and most comprehensive study on the generation of young adults aged between 18 and 30 years of age. The representatives of this digital generation, the so-called millennials, have grown up with the internet and mobile communication. Millennials are the leaders and innovators of tomorrow. The survey reveals insights into this generation’s hopes, worries, beliefs and dreams. After its debut in 2013, the Telefónica Global Millennial Survey was conducted again in 2014. As well as the overarching issues relating to the attitudes and hopes of the millennial generation, this time there was an extra regional focus on Latin America. In collaboration with Penn Schoen Berland, a renowned international market research company, Telefónica conducted 6,702 quantitative online and offline interviews with young adults aged between 18 and 30 in 18 countries of the regions North America, Latin America and Western Europe. The study consists of 185 questions and was carried out in the period from 23 June to 4 August 2014. The respondents were adult millennials from the USA, Spain, Germany, the UK, Brazil, Mexico, Argentina, Peru, Chile, Columbia, Venezuela, Ecuador, Costa Rica, Panama, Nicaragua, Guatemala, El Salvador and Uruguay.|