Millennials, of course, are not all alike, and one of the main differences is gender. This isn’t as blindingly obvious as you might think. Lifestyle and purchase behavior differences between Millennial men and Millennial women are so great that it almost makes sense to think of them as two different cohort groups. Of course, there are many ways that they are the same, but vive la difference when it comes to marketing. On the whole, Millennial men appear to be more like their teen counterparts, while Millennial women are more like, well, young adults. According to Mintel’s report on 18-24 year males, here are a few of the gaps:

18-24 year old men are more likely than women to…

Live with a parent (M: 50 percent, W: 33 percent)

Watch more than 11 hours of TV per week (M: 48 percent, W: 32 percent)

Be saving money to buy a car (M: 36 percent, W: 25 percent)

Be saving money to buy a video game console (M: 22 percent, W: 8 percent)

Visit online chat rooms weekly (M: 42 percent, W: 31 percent)

Read weblogs or watch podcasts weekly (M: 32 percent, W: 15 percent)

Watch online video (M: 77 percent, W: 59 percent)

Agree I don’t need a stereo if I have a computer (M: 36 percent, W: 25 percent)

Agree I don’t need a DVR because I have a computer (M: 28 percent, W: 10 percent)

Watch TV broadcasts on a computer (M: 37 percent, W: 20 percent)

Record TV broadcasts on a computer (M: 30 percent, W: 13 percent)

Have a $100+ monthly cell phone bill (35 percent, W: 23 percent)

18-24 year old women are more likely than men to…

Think it’s cool if a company uses a social network profile to promote its products (W: 72 percent, M: 64 percent)

Own a laptop (W: 59 percent, M: 48 percent )

Own a car stereo (W: 64 percent, M: 49 percent)

Purchased clothing online  (W: 48 percent, M: 32 percent)

Live with a wife/husband (W: 23 percent, M: 4 percent)

In college (W: 36 percent, M: 33 percent)

Gender differences often yield productive marketing insights. For example, we explored purchases of flat screen televisions among young adults. To our surprise, young women thought of a flat screen purchase as a piece of art, something that would make a statement about them in their living room. Young men were focused on the viewing experience, explicitly the sound and theatre-like picture.