Buying behavior among millenial grads revealed in new study

Sterling, Va. – Sixty-four percent of millennial graduates shopped at Target in the last three months, according to new data by Neustar, Inc. The real-time information services and analytics provider uncovered the buying behavior insights of recent millennial graduates and their preferences.

Some insights include:

• 
  39% of millennial grads purchased a hardcover book and 7% purchased an audiobook over the last 12 months;


• 
  Millennial grads are 10% more likely than the average U.S. household to purchase a hardcover book;


• 
  48% recently shopped at Home Depot;


• 
  13% expect to buy their first home in the next year; and


• 
  Millennial grads are two-times more likely than the average U.S. household to purchase a first home over the next 12 months.

“By 2017, millennials are estimated to have more buying power than any other generation. They are a fiercely brand loyal generation and expect consistent and instant cross-channel and cross-platform experiences,” said Lisa Joy Rosner, CMO, Neustar.

Click here to view the millennial grads infographic.