71% of American adults aged 21 and older drink some type of alcohol, whether that be beer, hard cider, liquor,wine, or wine coolers, and Millennials (21-34) make up 27% of that group, according to [PDF] a study from Scarborough. The researchers, dubbing this group “Shaken and Stirred Millennials,” examine some of their characteristics, as well as their purchasing and media habits.
The data reveals that these Millennials are 27% more likely than the average adult (aged 21 and older) to consider themselves sophisticated, 45% more likely to agree that risk-taking is exciting to them, and 44% more likely to agree that they live a lifestyle that impresses others. Seems as though they’re quite self-satisfied… Read the rest at MarketingCharts.
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