As mobile marketers ramp up efforts to target millennials, a group that wields an estimated $200 billion in annual buying power, it’s never been more important to understand the mindset of the consumer that is being targeted.

It’s a conundrum that leaves some marketers wishing they had pursued a masters in psychology or sociology. But thanks to a new infographic from Column Five and Merchant Warehouse, all the legwork is done for you.

So, if you’re ready for a trip into the mind of the millennial shopper, check out the infographic shared below.