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Telefónica Global
Millennial Survey:
Global Results_

Learn more at telefonica.com/millennials
#TEFMillennials
Methodology

Introduction

Telefónica in partnership with the Financial Times, commissioned
12,171 online quantitative interviews among Millennials, aged 18-30,
across 27 countries in six regions. Penn Schoen Berland conducted
the survey from 11 January – 4 February 2013.
Country sample sizes represented in the global number are weighted
by the percent of the population in each country with access to the
Internet. The global margin of error is +/-.9 percent.

• The largest and most
comprehensive global
study of adult
Millennials conducted
to date_

Please note, questions in which answer choices are mutually exclusive and all
answer choices are displayed, percents may not add up to exactly 100% due to
rounding.

Learn more at telefonica.com/millennials
Key Themes

1 Economy and Employment
2 Government Relations

3 Faith in Self and Others
4 Technology: The Great Connector
Learn more at telefonica.com/millennials
01
Economy and
Employment_
Career Progression More Important Than
Fame
Or Politics
How important are the following life accomplishments to you personally?
(showing % saying very and somewhat important)

Making it to the top of your career

81%

Being an entrepreneur

55%

Being famous

Being in politics

32%

18%

Learn more at telefonica.com/millennials
Professional Progressions Are Keeping
Millennials Up At Night

63%

it is difficult for their
generation to progress from
school to the workplace
environment

say

Millennials Saying It’s Difficult To Progress
To The Workplace
Italy

91%

Korea

87%

Spain

80%

C.R.
80%
France
77%

Japan

76%

Argentina

75%

Mexico

72%

Turkey
76%
Learn more at telefonica.com/millennials 6
The Economy Is The Most Important Issue
In Europe, Particularly Western Europe
The most important issue facing the region where you live
Central & Eastern Europe
Western Europe
North America

#1. The Economy: 34%
#2. Social Inequality: 15%

#1. The Economy: 22%
#2. Social Inequality: 17%
#2. Poverty: 17%

Asia

#1. The Economy: 46%
#2. Education: 12%

#1. The Economy: 24%
#1: Social Inequality: 24%

Middle East & Africa*
#1. Terrorism: 19%
#2. Political Unrest: 13%

Latin America*
#1. Social Inequality: 19%
#1. Education: 19%
*The Economy Ranks:
#4 in LatAm (11%)
#4 in MEA (10%)
Learn more at telefonica.com/millennials
Few Believe The Economy Is On The Right
Track, Except For Millennials In Asia

Learn more at telefonica.com/millennials 8
The Gap Between The Rich And The Poor
Is Expanding In Their Countries
Expanding

38%

37%

62%

63%

Shrinking

34%

47%

40%

34%

66%

53%

60%

66%

50%

50%

Global North America America Central & Eastern Europe iddle East & Africa
Latin
Western Europe
Asia
M

Millennials Saying The Gap Is Expanding

Germany 77%

Korea

71%

Japan

France

70%

75%

Learn more at telefonica.com/millennials
02
Government
Relations_
Believe Governments Put Their Needs
Before Those Of Its Citizens

My government
puts the best
interests of the
government first

My government
puts the best
interests of the
citizens first

74%

26%
Global

81%

19%

84%

80%

16%

20%

67%

63%

33%

32%

Asia

Middle
East &
Africa

85%

15%

North
Latin
Western Central &
America America Europe Eastern
Europe

Learn more at telefonica.com/millennials
Believe That Governments Underserve
Those In Greatest Need Central & Eastern Europe
Western Europe
North America

13%
21%

19%

18%

8%
11%
81%

66%
63%

Middle East & Africa
12%

Latin America

27%

Asia
7%
18%
75%

61%

13%
16%
71%

There is not enough support for those most in need
There is the right amount of support for those most in need
There is the too much support for those most in need
Learn more at telefonica.com/millennials
Europeans Believe Most Strongly That
Government Has A Negative Impact On Their
Lives
Overall, what kind of impact does your government have on your life?

Global

51%

North America

49%

Latin America
Western Europe
Central & Eastern Europe

51%

41%

59%

30%

70%

34%

Positive
Negative

66%

Asia

Middle East & Africa

49%

63%
48%

37%
46%

Learn more at telefonica.com/millennials
North and Latin American Millennials
Believe An Individual’s Participation Can
Make A Political Difference
One person’s participation does make a difference
One person’s participation does not make a
difference

69%

60%

58%

54%
45%

63%

40%

55%
42%

55%

45%
37%

40%

31%

Global

North
America

Latin
America

Western
Europe

Central &
Eastern
Europe

Asia

Middle East
& Africa

Learn more at telefonica.com/millennials
03
Faith in Self
and Others _

15
Who Can “Make A Local Difference”?
Most strongly believed in the Western Hemisphere



I don't believe I can
make a local difference

Global


I believe I can make a local difference

38%

62%

North America

18

82

Latin America

18

82

Western Europe

41

Central & Eastern Europe
Asia

Middle East & Africa

59

44

56

50

50
33

67

Learn more at telefonica.com/millennials16
Who Can “Make A Global Difference”?
Most strongly believed in Latin America



I don’t believe I can make a
global difference

Global

Asia
Middle East & Africa

40%

49

Latin America

Central & Eastern Europe

I believe I can make a global
difference

60%

North America

Western Europe



51
38

71

62
29

75

25

66

34
52

48

Learn more at telefonica.com/millennials17
“Yes, I Can” Pockets Of Optimism In
Several Key Countries
% saying “I believe I can make a global difference””




U
S

US 52%

SP

U
UK 37%
K



D
DE 30%
E



R
RU 22%

 
 




FR
FR 21%

U

JP 22%

CZCZ
28%

CN 27%

SP29%



KO

EG

MX 68%



 


VZ 66%
CO 73%
PEPE 68%

EG 53%

BR

BR 58%

A
CL 58% R



ZA 68%

JP

KO 52%

IN 60%

Globally, 40% of
Millennials believe
they can make a
global difference

AR 47%

Learn more at telefonica.com/millennials18
Open To Others’ Religious Beliefs

Global

Latin
North
Americ
America
a

Wester Central &
n
Eastern Asia
Europe Europe

Middle
East &
Africa

Very open

37%

38%

46%

37%

21%

36%

39%

say they are

Somewhat
open

39

40

33

38

38

42

38

open toward
other religions

Not very open

14

13

13

12

23

13

16

and beliefs outside
their own

Not at all open

10

10

7

13

17

9

6

76%

Learn more at telefonica.com/millennials
Willing To Consider Marrying Outside Of
Their Faith

80%
say they
would consider

Global

Yes

marrying someone Maybe
with different
religious beliefs

No

Central &
North
Latin
Western
Eastern Asia
America America Europe
Europe

Middle
East &
Africa

45%

52%

56%

49%

32%

43%

29%

35

27

31

33

46

39

27

19

20

13

17

22

17

42

Learn more at telefonica.com/millennials
04
Technology:
The Great Connector_
Millennials Are A Smartphone Generation
Globally 76% say “I own a smartphone”
24% carry with them 3 or more devices at all times
North America

71%

Laptop
Desktop
Tablet

Western Europe

83%
50%
37%

79%

Laptop
Desktop
Tablet

72%
49%
22%

Central & Eastern Europe

60%

Laptop
Desktop
Tablet

64%
56%
23%

Asia
Middle East & Africa
Latin America
72%
68%

Laptop
Desktop
Tablet

62%
58%
22%

Laptop
Desktop
Tablet

66%
45%
20%

83%

Laptop
Desktop
Tablet

77%
49%
31%

Global smartphone
penetration in 2011: 30%*
Learn more at telefonica.com/millennials
Constantly Connected, Constantly Online
Globally, Millennials spend an average of 6 hours online every day

North America

Western Europe Central & Eastern Europe

5

7

6

hours

hours

hours

Middle East & Africa
Latin America

7

Asia

6
hours

5
hours

hours

Learn more at telefonica.com/millennials
Technology Has Helped To Better Inform
Them About Political Issues
Technology has made me better informed about political issues in my
country
Agree

90%

92%

Global

North
America

Disagree

95%
82%

Latin
America

Western
Europe

89%

90%

92%

Central &
Eastern
Europe

Asia

Middle East
& Africa

Learn more at telefonica.com/millennials
Social Media Plays A Role In Current
Political Events
Social media plays an important role in current political events and
movements in my country (showing strongly agree and agree)
85%

Global

87%

92%

85%

77%

North
America

Latin
America

73%

Western
Europe

Central &
Eastern
Europe

92%

Asia

Middle East
& Africa

Learn more at telefonica.com/millennials
Social Media Helps Millennials To Listen
And Contribute
Most strongly felt in North America

52%
say

20%
say

Social media makes it
easier to listen AND
contribute to the
dialogue of today

19%
Social media
makes it easier to
LISTEN to the
dialogue of today

say

Social media
makes it easier
to
CONTRIBUTE
to the dialogue
of today

Learn more at telefonica.com/millennials
Learn more at
www.telefonica.com/millennials

#TEFMillennials

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  • 1. Telefónica Global Millennial Survey: Global Results_ Learn more at telefonica.com/millennials #TEFMillennials
  • 2. Methodology Introduction Telefónica in partnership with the Financial Times, commissioned 12,171 online quantitative interviews among Millennials, aged 18-30, across 27 countries in six regions. Penn Schoen Berland conducted the survey from 11 January – 4 February 2013. Country sample sizes represented in the global number are weighted by the percent of the population in each country with access to the Internet. The global margin of error is +/-.9 percent. • The largest and most comprehensive global study of adult Millennials conducted to date_ Please note, questions in which answer choices are mutually exclusive and all answer choices are displayed, percents may not add up to exactly 100% due to rounding. Learn more at telefonica.com/millennials
  • 3. Key Themes 1 Economy and Employment 2 Government Relations 3 Faith in Self and Others 4 Technology: The Great Connector Learn more at telefonica.com/millennials
  • 5. Career Progression More Important Than Fame Or Politics How important are the following life accomplishments to you personally? (showing % saying very and somewhat important) Making it to the top of your career 81% Being an entrepreneur 55% Being famous Being in politics 32% 18% Learn more at telefonica.com/millennials
  • 6. Professional Progressions Are Keeping Millennials Up At Night 63% it is difficult for their generation to progress from school to the workplace environment say Millennials Saying It’s Difficult To Progress To The Workplace Italy 91% Korea 87% Spain 80% C.R. 80% France 77% Japan 76% Argentina 75% Mexico 72% Turkey 76% Learn more at telefonica.com/millennials 6
  • 7. The Economy Is The Most Important Issue In Europe, Particularly Western Europe The most important issue facing the region where you live Central & Eastern Europe Western Europe North America #1. The Economy: 34% #2. Social Inequality: 15% #1. The Economy: 22% #2. Social Inequality: 17% #2. Poverty: 17% Asia #1. The Economy: 46% #2. Education: 12% #1. The Economy: 24% #1: Social Inequality: 24% Middle East & Africa* #1. Terrorism: 19% #2. Political Unrest: 13% Latin America* #1. Social Inequality: 19% #1. Education: 19% *The Economy Ranks: #4 in LatAm (11%) #4 in MEA (10%) Learn more at telefonica.com/millennials
  • 8. Few Believe The Economy Is On The Right Track, Except For Millennials In Asia Learn more at telefonica.com/millennials 8
  • 9. The Gap Between The Rich And The Poor Is Expanding In Their Countries Expanding 38% 37% 62% 63% Shrinking 34% 47% 40% 34% 66% 53% 60% 66% 50% 50% Global North America America Central & Eastern Europe iddle East & Africa Latin Western Europe Asia M Millennials Saying The Gap Is Expanding Germany 77% Korea 71% Japan France 70% 75% Learn more at telefonica.com/millennials
  • 11. Believe Governments Put Their Needs Before Those Of Its Citizens My government puts the best interests of the government first My government puts the best interests of the citizens first 74% 26% Global 81% 19% 84% 80% 16% 20% 67% 63% 33% 32% Asia Middle East & Africa 85% 15% North Latin Western Central & America America Europe Eastern Europe Learn more at telefonica.com/millennials
  • 12. Believe That Governments Underserve Those In Greatest Need Central & Eastern Europe Western Europe North America 13% 21% 19% 18% 8% 11% 81% 66% 63% Middle East & Africa 12% Latin America 27% Asia 7% 18% 75% 61% 13% 16% 71% There is not enough support for those most in need There is the right amount of support for those most in need There is the too much support for those most in need Learn more at telefonica.com/millennials
  • 13. Europeans Believe Most Strongly That Government Has A Negative Impact On Their Lives Overall, what kind of impact does your government have on your life? Global 51% North America 49% Latin America Western Europe Central & Eastern Europe 51% 41% 59% 30% 70% 34% Positive Negative 66% Asia Middle East & Africa 49% 63% 48% 37% 46% Learn more at telefonica.com/millennials
  • 14. North and Latin American Millennials Believe An Individual’s Participation Can Make A Political Difference One person’s participation does make a difference One person’s participation does not make a difference 69% 60% 58% 54% 45% 63% 40% 55% 42% 55% 45% 37% 40% 31% Global North America Latin America Western Europe Central & Eastern Europe Asia Middle East & Africa Learn more at telefonica.com/millennials
  • 15. 03 Faith in Self and Others _ 15
  • 16. Who Can “Make A Local Difference”? Most strongly believed in the Western Hemisphere  I don't believe I can make a local difference Global  I believe I can make a local difference 38% 62% North America 18 82 Latin America 18 82 Western Europe 41 Central & Eastern Europe Asia Middle East & Africa 59 44 56 50 50 33 67 Learn more at telefonica.com/millennials16
  • 17. Who Can “Make A Global Difference”? Most strongly believed in Latin America  I don’t believe I can make a global difference Global Asia Middle East & Africa 40% 49 Latin America Central & Eastern Europe I believe I can make a global difference 60% North America Western Europe  51 38 71 62 29 75 25 66 34 52 48 Learn more at telefonica.com/millennials17
  • 18. “Yes, I Can” Pockets Of Optimism In Several Key Countries % saying “I believe I can make a global difference””   U S US 52% SP U UK 37% K  D DE 30% E  R RU 22%         FR FR 21% U JP 22% CZCZ 28% CN 27% SP29%  KO EG MX 68%       VZ 66% CO 73% PEPE 68% EG 53% BR BR 58% A CL 58% R  ZA 68% JP KO 52% IN 60% Globally, 40% of Millennials believe they can make a global difference AR 47% Learn more at telefonica.com/millennials18
  • 19. Open To Others’ Religious Beliefs Global Latin North Americ America a Wester Central & n Eastern Asia Europe Europe Middle East & Africa Very open 37% 38% 46% 37% 21% 36% 39% say they are Somewhat open 39 40 33 38 38 42 38 open toward other religions Not very open 14 13 13 12 23 13 16 and beliefs outside their own Not at all open 10 10 7 13 17 9 6 76% Learn more at telefonica.com/millennials
  • 20. Willing To Consider Marrying Outside Of Their Faith 80% say they would consider Global Yes marrying someone Maybe with different religious beliefs No Central & North Latin Western Eastern Asia America America Europe Europe Middle East & Africa 45% 52% 56% 49% 32% 43% 29% 35 27 31 33 46 39 27 19 20 13 17 22 17 42 Learn more at telefonica.com/millennials
  • 22. Millennials Are A Smartphone Generation Globally 76% say “I own a smartphone” 24% carry with them 3 or more devices at all times North America 71% Laptop Desktop Tablet Western Europe 83% 50% 37% 79% Laptop Desktop Tablet 72% 49% 22% Central & Eastern Europe 60% Laptop Desktop Tablet 64% 56% 23% Asia Middle East & Africa Latin America 72% 68% Laptop Desktop Tablet 62% 58% 22% Laptop Desktop Tablet 66% 45% 20% 83% Laptop Desktop Tablet 77% 49% 31% Global smartphone penetration in 2011: 30%* Learn more at telefonica.com/millennials
  • 23. Constantly Connected, Constantly Online Globally, Millennials spend an average of 6 hours online every day North America Western Europe Central & Eastern Europe 5 7 6 hours hours hours Middle East & Africa Latin America 7 Asia 6 hours 5 hours hours Learn more at telefonica.com/millennials
  • 24. Technology Has Helped To Better Inform Them About Political Issues Technology has made me better informed about political issues in my country Agree 90% 92% Global North America Disagree 95% 82% Latin America Western Europe 89% 90% 92% Central & Eastern Europe Asia Middle East & Africa Learn more at telefonica.com/millennials
  • 25. Social Media Plays A Role In Current Political Events Social media plays an important role in current political events and movements in my country (showing strongly agree and agree) 85% Global 87% 92% 85% 77% North America Latin America 73% Western Europe Central & Eastern Europe 92% Asia Middle East & Africa Learn more at telefonica.com/millennials
  • 26. Social Media Helps Millennials To Listen And Contribute Most strongly felt in North America 52% say 20% say Social media makes it easier to listen AND contribute to the dialogue of today 19% Social media makes it easier to LISTEN to the dialogue of today say Social media makes it easier to CONTRIBUTE to the dialogue of today Learn more at telefonica.com/millennials