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Decoding Generation Y: Who really has digital friends? – Robert Barnard, Founder of Decode One area of wide disparity in Generation Y (those 15-30 years old) is how many digital friends they have. Robert will explore the loaners to the hyperconnected. Who is driving social media and who is not?
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CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
DECODING FRIENDS
A GENERATION Y VIEW
LOCAL/SOCIAL CONFERENCE NOVEMBER 2009
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
“our guy”
16 yrs OLD, lives near New York CityInterests: sports, gaming, comedy, music
Tries to avoid buying from companies that are not environmentally responsible Always recycles and switches the light off when he leaves the room
Thinks organic food is better than regular Trusts brand name products more than generic or store brands
Would rather support and shop at small independent stores vs. big box Doesn’t pay for his music most of the time
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
Over the last 12 months he has:Helped a neighborSigned a petition
Visited online forums about issues you could comment on If he had his choice he would give money to developing world aid
He’s a real Obama supporterHe’s confident and future focused
He spends 2hrs a day online with friendsHe only consumes digital media – traditional media is gone
“our guy”
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
He has 5000 digital friendsIf he wants to set up a dinner with a friend….
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
A WORLD OF TOUGH CUSTOMERS
YOUTH, YOUNG ADULTS AND YOUNG FAMILIES ARE OFTEN THE MOST DIFFICULT AND
CRITICAL GROUP TO ENGAGE AS CONSUMERS, EMPLOYEES AND CITIZENS.
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
THE BIG QUESTION: SO HOW DO YOU ATTRACT, ENGAGE & RETAIN
STUDENTS, YOUNG ADULTS & YOUNG FAMILIES TO BUILD
LIFETIME VALUE & ACCELERATE INNOVATION?
ENTER DECODE DECODING YOUTH, YOUNG ADULTS & YOUNG FAMILIES TO
DISCOVER AND DEVELOP WHAT’S NEXT
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
WHAT ARE WE DECODING?
CONTEXT
INSIGHT
STRATEGY
INVENTION
INTEGRATION
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
Consumers trust Real Friends* and Virtual Strangers the most.Neilsen Global Research 2009
* known people
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
DECODING FRIENDSAN INITIATIVE TO HELP COMPANIES BUILD BETTER RELATIONSHIP STRATEGIES FOR YOUNG PEOPLE.
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
STRONG TIES, WEAK TIES,
SOCIAL CAPITAL , BONDING CAPITAL,
CONNECTORS, MAVENS
GRANOVETTER, PUTNAM, GLADWELL
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
TWO POWERFUL FORCES
COLLECTIVE FORMATIVE EXPERIENCE
GENERATIONLIFE STAGE
HUMAN DEVELOPMENT
QUANTITY
QUALITY
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
A LOOK AT THE NUMBERS3 COUNTRY STUDY OF GEN Y (US, UK, CANADA) - FEB 2009
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
AVERAGE # OF ONLINE FRIENDS
(GEN Y - 15-29 YEARS)
43
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
% OF GEN Y WHO HAVE
MORE THAN 70 ONLINE FRIENDS
12
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
% OF GEN Y WHO HAVE
LESS THAN 10 ONLINE FRIENDS
35
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
Student
Friends
(popularity)
Single
friends
(mating)
Couple
Friends
(socializing)
Family
Friends
(proximity)
CHANGING QUANTITY OF FRIENDS OVER TIME BASED ON LIFE STAGE
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
CHANGING QUANTITY OF FRIENDS OVER TIME BASED ON GENERATION
Student
Friends
(popularity)
Single
friends
(mating)
Couple
Friends
(socializing)
Family
Friends
(proximity)
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
0
18
35
53
70
Current Student Secondary School Current Student Post Secondary Young Singles Young Couples Young Familes
face to face by phone (landline or mobile) through the internet
Student Friends
(popularity)
Single friends
(mating)
Couple Friends
(Socializing)
Family Friends
(proximity)
# of friends by life stage
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
average <10 friends 70+ friends
face to face 8 60
by phone (landline or mobile) 4 30
through the internet 4 242
Gen Y’s Connectors across media
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
Student
Friends
(popularity)
Single
friends
(mating)
Couple
Friends
(Socializing)
Family
Friends
(proximity)
CHANGING QUALITY OF FRIENDS OVER TIME BASED ON LIFE STAGE
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
Now Then
Friend Acquaintance
Best friend Friend
BFF Best Friend
Friend inflation
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
0
18
35
53
70
Current Student Secondary School Current Student Post Secondary Young Singles Young Couples Young Familes
face to face by phone (landline or mobile) through the internet
Student Friends
(popularity)
Single friends
(mating)
Couple Friends
(Socializing)
Family Friends
(proximity)
# of friends by life stage
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
CONNECTORS ARE A VERY ATTRACTIVE MARKET
have more social/cultural interests
heavy media consumers
active citizens
more interested in local news than international news
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
BUT WE NEED MORE OF THEM
What’s the benefit to moderately social young people?
How do “moderates” gain access to different types of relationships through social media?
How do me make the medium more active for those who are more passive?
How do we build momentum through life stages to take advantage of the formative experiences?
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
WHERE TO GO FROM HERE?DECODING FRIENDS SYNDICATE
CONFIDENTIAL © DECODE 2009 www.decode.net [email protected]
DECODING FRIENDSAN INITIATIVE TO HELP COMPANIES BUILD BETTER RELATIONSHIP STRATEGIES FOR YOUNG PEOPLE.
