An 85 page report by Mizuho Securities shines a light on four millennial ‘Assumed Facts’.

1. Myth Millennials have migrated in droves to on-line shopping and live on Amazon.

Fact Millennials still do most of their shopping in physical stores.

Sure, they are tech savvy and frequently shop on-line. But millennials haven’t abandoned stores and shopping malls. They like to touch and feel products before they buy them, and still appreciate the experience of shopping in a store. In fact, millennials still complete 54% of shopping in physical stores, according to the report.

2. Myth Millennials spend more than they earn and are living on credit.

Fact Millennials save more money than the national average.

“Contrary to popular rhetoric regarding a highly challenged consumer who may be burdened with debt and living ‘paycheck to paycheck’, our survey of millennials suggests the majority of the demographic (74% of total responses) saves money every month compared to 26% who do not”, the report says. Millennials allocate about 6.7% of their total budget toward a savings plan of some type (401K, IRA, savings account, etc), according to the study. That’s above the US national savings rate of 5.5% per the Federal Reserve Bank of St. Louis.

3. Myth Millennials aren’t interested in buying homes.

Fact Millennials are planning to buy homes.

They are delaying home-buying and marriage and kids, but they are planning to get to those life milestones eventually. When asked what they are saving for, millennials said 1) a house, 2) a car, and 3) retirement.

4. Myth Millennials will never buy cars. They have both feet planted firmly in the Sharing Economy and the rise and rise of Uber.

Fact Millennials aren’t just relying on Uber and Lyft to get around. They are actually buying cars.

Like with home ownership, many millennials have delayed purchasing cars. But car buying among this demographic is rapidly rising and will continue to grow, according to the report. About 64% of millennials plan to buy a car in the next two years, and most of those who don’t plan to buy a car already own one, according to the data. Only 5% of respondents said car-sharing services like Uber and Lyft serve as a replacement for owning a car.

As Don Miguel Ruiz advises in the Four Agreements – Never Assume.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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