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Right now, an entire generation, larger than the Baby Boomers and with unprecedented discretionary spending power, is growing up knowing only a world that is always electronically connected, always portable and always customizable. How will this generation's immersion in today's technology challenge the world as we once knew it? Understanding digital millennials is critical to maximizing and sustaining growth. The good news? Through extensive research, Resource Interactive has mapped the Millennials' daily digital interactions to shed light on their attitudes and behaviors. Review this presentation and discover: • Who digital millennials are • How millennials perceive philanthropy • How they are shaping the political landscapes • What millennials expect from their shopping experiences • What you can do to maximize your interactions with digital millennials
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PRESENTED BY:
Jessica Ried, Assoc. Director, Research & Insights
LOLKHUF
POS
TODAY’S PRESENTATION
» Who they are
» Why they matter
» What appeals, what you can do
» Who they are
» Why they matter
» What appeals, what you can do
» Studied 72 Millennials over an 8-week period: one-on-one interviews, in-home video diaries, online focus groups, eye tracking
» Incorporated quantitative data by JupiterResearch, Harris Interactive, Forrester, MTV, etc.
» Reviewed topical books: Millennials Rising, Pop Culture, and Generation Me
» Survey with Communispace community
OUR APPROACH
OUR DIGITAL MILLENNIALS
» 14-24 years old
» Digital lifestyle focus
» 10 hours online/week
» 30 min mobile phone/day
» 6-10 text/IM day
» Social networking
» Distribution of age, race, gender, spending and geography
Who they areWho they are
GEN Y
IM GENERATION
BLING GENERATION
GENERATION ME
ECHO BOOMERS
HOW THEY CAME TO BE
Strauss and Howe, 2006
ERA OF THE CODDLED CHILD
NO LOSERS, JUST WINNING-CHALLENGED
DEFINING TRAITS OF DIGITAL MILLENNIALS
Perpetually Connected
Multi-tasking and “Productive”
Filtering for Immediacy and Control
Self-Expressive yet Assimilative
Self-Entitled and Optimistic
PERPETUALLY CONNECTED
DEFINING TRAITS:
DIVERSE ACTIVITIES ONLINE
Forrester, 2008
70% of teens use their cell phones to take photos and videos. Sulake, 2008
High school kids typically dash off
35-40 text messages a day. The Score & More Campus Writers, 2007
62% of 18-25 year olds used a social networking site in the past 30 days.Resource Interactive iCitizen Motivational Survey, 2007
STAYING CONNECTED VIA MOBILES
Forrester, 2008Q: How frequently do you do the following activities on a cell phone / Smartphone or handheld wireless device?Age group: 18-28 year olds
EMAIL USAGE IS FLAT - NOT PREFERRED
Harris Interactive, 2007Q: Yesterday, how many emails did you get/send?
I facebooked her.
— Micky, 16
MULTITASKING AND “PRODUCTIVE”
DEFINING TRAITS:
24-HOUR MEDIA CONSUMPTION
Harris Interactive, 2007Q: What did you do yesterday?
Age Group: 15-21 year olds
57% of teens simultaneously watch TV and surf the web.OTX and eCrush, September, 2007
Unstructured free time has decreased by 37% since 1981. Strauss and Howe, 2006
61% of young consumers feel that video ads are too long and occur too often.Forrester, 2007
FILTERING FOR IMMEDIACY AND CONTROL
DEFINING TRAITS:
37% of 18-24 year olds feel their review should be posted and unedited. JupiterResearch, 2006
62% wish mobile phones could be ordered with just the features they choose. Harris Interactive, 2008
31% of Millennials have customized a product online.Forrester, 2008
NEED MULTIPLE PERSPECTIVES AND VIEWS
JupiterResearch, 2008
Pop-ups are the devil.
— Anna, 15
SELF-EXPRESSIVE YET ASSIMILATIVE
DEFINING TRAITS:
64% of online teens
(12-17) have participated
in one or more content-
creating activities online.Pew Internet, 2007
46% of Gen Y often tell their friends about products that interest them. Forrester, 2008
59% prefer WOM over any other vehicle to learn about new products and services. Harris Interactive, 2008
Together EveryoneAchieves More
T.E.A.M.
OPTIMISTIC AND SELF-ENTITLED
DEFINING TRAITS:
HIGH HOPES AND ASPIRATIONS
Harris Interactive, 2007 Q: If you could do any of the following, which would you like to do?Age Group: 15-21 year olds
36% of American teens want to become famous - and half that believe they will be.MTV, 2007
61% of teens indicate they download music illegally.Piper Jaffray, 2008
66% of 13 – 21 year olds want to travel the world.Harris Interactive, 2007
— Matthew, 21
I will influence more people than you can imagine so show me what I want
and then you’ll be just fine.
Why they matter
WHY THEY MATTER
Their Size Mirrors Boomers
Spending Power & Influence
Impact on the Purchasing Cycle
Effect on the Political Landscape
Behaviors on Charitable Giving
US Census Bureau, 2007
MILLENNIALS’ SIZE MIRRORS BOOMERS’
US Census Bureau, 2007
MILLENNIALS’ SIZE MIRRORS BOOMERS’
MILLENNIALS INFLUENCING ALL OTHERS
US Census Bureau, 2007
SPENDING POWER OF MILLENNIALS
»$200,000,000,000+
»15%-17% spent online
INFLUENCING HH PURCHASES
Harris Interactive, 2007Q: What role do you play when your family buys the following?Age Group: 13-21 year olds
OFFLINE PURCHASING DRIVEN BY ONLINELearn about products online, and then buy them at a store
Harris Interactive, 2007
ONLINE PURCHASING HAS TRACTION
» 72% of 18-24 year olds purchased or researched products online
JupiterResearch, 2008
AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY
Go to store
View TV or print
ad
Compareoptions
Choose best
option
Buy itemJoin/align with brand
MILLENNIALS ARE CHANGING SHOPPING
Search for brand
Research product
View designer
video
Visit a store
Order outfit
Send mobile pic
Upload pics of
purchase
Read a review or
blog
A NEW CUSTOMER JOURNEY1. A proliferation of engaging digital touchpoints 2. Non-linear, cross-channel3. Web-first for many consumer buying decisions
ReadFacebook
feeds
SHIFTING OF THE POLITICAL WINDS
Pew Internet, 2008Party identification among young voters.Age Group: 18-29 year olds
%
The economy, energy and the environment, as
well as healthcare are the most important issues for Millennials this election.RI survey of Communispace Community, 2008
85% of Gen Y
voters plan to vote this election cycle.Experience, Inc, October 2008
54% plan to vote for Barack Obama.RI survey of Communispace Community, 2008
LEVERAGING THE YOUTH VOTE
LEVERAGING THE YOUTH VOTE
LEVERAGING THE YOUTH VOTE
UNPRECEDENTED IN-GAME ADVERTISING
Xbox 360 racing game, Burnout Paradise
— Samantha, 23
I think our generation will play a big role in the upcoming election.
BEHAVIORS ON CHARITABLE GIVING
SPIRIT GIVERS NOT THERE YET
ÜBER GIVERS CONSISTENT GIVERS RI
surv
ey o
f C
omm
unis
pace
Com
mun
ity,
2008
“I think helping a group make their fundraising goals possible would be a great motivator…I also would like to see where and what my money is going towards.”
“I donate used items to the Goodwill every three months or so, but haven't donated money because I just don’t have any to spare.”
“I donate money every week directly out of my paycheck to the local United Way.”
“I donate to about 2-3 charities monthly…I am compelled to give because of knowing what is going on in the world.”
50% of Gen Y said a retailer’s environmental policy influenced their shopping behavior. Martiz, September 2007
50% of Millennials agree that regularly donating your time to help others in need is a sign of success and accomplishment. Yankelovich Moniyor, 2008
61% agree with the statement I don’t trust companies that brag about all of the good they do. Yankelovich Monitor, 2008
I hate to be skeptical but I wonder sometimes if they do it because it would
look bad if they didn’t (role of brands and charitable giving).
— Alyssa, 24
What appeals, what you can doWhat appeals, what you can do
KEEP IT REAL.
KEEP IT REAL: VS PINK
» Authentic to the brand
» Uses web as a hub to elevate products, events and promotions
KEEP IT REAL: VS PINK
» Authentic to the brand
» Uses web as a hub to elevate products, events and promotions
HEAR ME OUT.
HEAR ME OUT: Netflix
» Easy to read and post reviews
» See what your friends recommend
HEAR ME OUT: Amazon
» Easy to read and post reviews
» Tip: need to solicit and delineate by affinity group
BE ORIGINAL OR DON’T BE.
BE ORIGINAL OR DON’T BE: Reebok
» White board tennis shoe
» Allows consumers to customize and express themselves
BE ORIGINAL OR DON’T BE: Converse
» Making available limited edition merchandise
» Voice is synchronized with the offering
BE ORIGINAL OR DON’T BE: Rugby
» Customizable products
» Socially responsible
» News room blog
MY WAY…NOW.
MY WAY…NOW: Google Checkout
» Consumer control
» Efficient
MY WAY…NOW: Taaz
» Can sample the assortment
» Upload and edit images
MY WAY…NOW : Amazon
» Universal shopping List
» Lives in toolbar
» Customizable and sharable
ENTERTAIN ME.
ENTERTAIN ME: Funny and Fun
KEEP IT REAL.HEAR ME OUT.
BE ORIGINAL OR DON’T BE.MY WAY…NOW.
ENTERTAIN ME.
Millennials are demanding
R U Listening?
Q&A
www.resource.com
