September 3, 2025
Real attention insights from our elevator network reveal the life priorities of the largest consumer generation
Millennials get a lot of attention from marketers, but much of it focuses on their digital habits or compares them to Gen Z's political engagement patterns. What's often missing is understanding what actually captures their focus when they're momentarily disconnected from their devices.
We used our AVA eye-tracking to study ads that ran on our elevator network in 2025. Our setup tracks where riders look down to fractions of a second, and what we found when we analyzed the Millennial data tells a clear story—one shaped by their unique position as the generation navigating major life transitions while seeking authentic community connections.
Millennials (ages 28-43) are in their peak transition years. Research shows they're the largest group of homebuyers at 38% of the market, with 75% of younger millennials being first-time buyers. They're juggling career advancement, homeownership decisions, and family formation—often simultaneously.
Unlike Gen Z's focus on emerging independence, Millennials are dealing with delayed life milestones. Many are postponing marriage and family while prioritizing work-life balance and meaningful employment over traditional career paths. Their spending has shifted toward experiences over material possessions, with over half favoring vacations and personal growth activities.
Local community events captured the strongest Millennial attention in our network (11% above network average). This isn't random—it reflects their deep need for authentic community connections during a life stage marked by major transitions.
As they postpone traditional milestones like marriage and homeownership, they're actively seeking meaningful local experiences and genuine social connections. Local events offer both community building and the authentic experiences they prioritize over material accumulation.
Condo-related advertising captured significant Millennial attention, reflecting their current reality: they're ready to settle down and invest in property. Research indicates they prioritize affordability, convenient access to work & ammenities, and modern features i.e. exactly what real estate advertising typically emphasizes.
Vehicle-related advertising also drew notable attention, suggesting Millennials are making major transportation decisions as they establish their adult lives and potentially prepare for family needs.
Sports content appeared multiple times in our top-performing categories, showing consistent Millennial interest. Additionally, local attraction and fitness content reflects their integration of wellness into their lifestyle choices and community engagement.
TV and entertainment content captured attention, indicating Millennials' continued engagement with media and entertainment as they balance work stress with leisure priorities.
What sets Millennial attention patterns apart from both Gen Z's political engagement and older generations' service focus is their concentration on community building and life transitions. They're not just establishing independence—they're actively creating the foundation for their next life chapter.
This generation responds to content that helps them navigate major decisions while building authentic connections. Unlike purely digital engagement, our elevator environment captures their attention during moments of genuine focus, revealing priorities that center on community, stability, and meaningful experiences.
Successful marketing to Millenials requires understanding their dual focus on practical life building and authentic community engagement:
Our elevator network provides unique insight into Millennial attention patterns because it captures their focus during brief, device-free moments. In those seconds, their true priorities become clear: community, authentic experiences, and practical solutions for this transition-focussed life stage.
