Study: Amazon, Apple ‘closely match’ the mindset of millennials

Forty-two percent of respondents in a FutureCasts survey said that Amazon matched millennial mindsets closely, followed by 37% for Apple and 31% for Netflix. 

Amazon and Apple were the only brands who scored equally well across millennials (those ages 18-34), Generation X (born between 1961 and 1981),  and Baby Boomers (born between 1946 and 1964). Brands considered favorites among the millennial generation, including Uber, didn’t fare as well, especially with Baby Boomers, at just 21%.

FutureCase specializes in millennial marketing. Services include millennial research, millennial consulting and content excellence. FutureCase’s e Millennial Mindset study, co-authored with The Cambridge Group, a growth strategy consulting firm and part of Nielsen, interviewed more than 2,500 millennials and non-millennials. It identified six mindsets that define millennial consumer behavior: social circle, self, innovation, trusted, purposeful, and accessible.