Each week, we’ll update you with new key insights and findings among our Millennial Animated Personas throughout the course of this pandemic. Get your report here:
Research conducted and prepared by
When the outbreak of the Coronavirus started becoming prevalent in the news, PersonaPanels decided to showcase the ability of its AI-enabled Animated Personas to provide real-time insights into contemporary events. Delvinia is a key investor and partner of PersonaPanels, so we’ve teamed up to bring you new highlights and insights from their report, Millennial Animated Personas and Coronavirus: Interest Trends
Animated Personas are machine-learning agents created through AI technology representing segments of consumers.
They can be built from segmentation data featuring attitudinal, behavioral & psychographic elements, as well as other types of primary survey data and secondary data.
They represent an opportunity to add life to aging data and can be used in unique ways, beyond our usual thinking surrounding segmentation studies.
“It’s up to me to improve the world”Caucasian women, ages 22-37, with a median income of $40,000 and an average of $20,000 in student debt. The majority are employed part-time, jumping from one job to another. Many are students living at home with their parents, to whom they turn for personal and career advice. A minority are married with children under 10 years of age. They are likely to be pro-Democratic but not likely to have voted in the last presidential election. They have some college but have not graduated and are seriously considering continuing with or going back to school or getting career training.
“Everything tech-wise is at my fingertips”Multi-ethnic men, ages 22-30, mostly single without children, a median income of $80,000, and an average of $30,000 in student debt. They live in urban or suburban areas, have bachelor’s degrees and may have graduate schooling. They tend to be pro-Republican and are fairly likely to have voted in the last presidential election.
“I’m about working out, seeing the world, and indulging my children”Multi-ethnic women, 30-37 years-old, married with children ranging in age from toddler to early teens. They live in urban and suburban areas, may be homemakers or professionals working full-time. They have a median household income of $100,000 and no student debt. They are more likely to be pro-Republican but only somewhat likely to have voted in the last presidential election. Most have at least some college and no interest in going back to school or getting additional job training.
“It’s about my health & the health of the world”Black, Hispanic, or Asian males, 22-25 years old, who live at home with their parents, usually in urban and rural areas of the US. They are predominantly students working part-time with a median income of $25,000 and $25,000 in student debt. They are unmarried with no children and no immediate desire to get married or have children. They have no political party affiliation and are unlikely to have voted in the last presidential election. They tend to be pessimistic about the prospects of their generation and of the planet Earth, believing that it is harder today to save for the future, pay for college, and buy a home than it was for their parents and that the health of the environment is in jeopardy.
“Business & family are my total focus”Hispanic, 30-37 years old, working full-time as professionals and business owners who live in rural, suburban, and urban areas of the West Coast. They are slightly more likely to be female than male (60% female/40% male), have at least some college, a median income of $70,000, and an average of $15,000 in student debt. The vast majority are married with children ranging in age from toddler to early teens. Politically, they are equally as likely to be Democratic as Republican and are extremely likely to have voted in the last presidential election.
“Old-school values are important to me”Caucasian, Black, and Hispanic blue-collar workers who are employed full-time and live predominantly in urban areas. They are equally as likely to be male as female, are 32-37 years old, have a median income of $75,000 and have no student debt. The majority are married with children ranging in age from toddler to early teens. They are high school graduates who may have some college. They are more likely to self-identify as Democratic than Republican and extremely likely to have voted in the last presidential election. They view their lives as easier than their parents’ lives: viewing themselves as more likely than their parents were at the same age to be able to save for the future, pay for college, and buy a home.
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