Download pdf - Millennials - A Generation of Innovation: Mobile & Social

CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION

CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION

Agenda •  Millennials: definition/segmentation

•  Latinos: implications

•  Differentiators

–  Empowerment

–  Cause marketing

–  Technology

•  Examples

•  Recommendations

•  Q&A

30 m!"#$e%



•  18-34 YO/80MM

•  21% Discretionary Spending;

$1.3 trillion buying power

•  The Most Diverse Consumer Group Ever

•  Highly emotional & unpredictable;

opinionated; vocal; skeptical &

controlling

–  Overall feeling “screwed” by the system;

strong entrepreneurial spirit

–  Open-minded and accepting; pro same-sex

marriage 70%

–  44% believe marriage is obsolete

Source: Boston consulting group; Consumer Clarity; Pew Research

definition



Le!’" p#! $! $% per&pe'!$(e

Source: New York Times

COMPLETING SCHOOL

LEAVING HOME

BECOMING FINANCIALLY INDEPENDENT

MARRYING

HAVING A CHILD

1960 77% OF WOMEN

65% OF MEN

HAD REACHED ALL FIVE BY 30

2010 13% OF WOMEN

& 10% OF MEAN

HAVE DONE SO



M$))e%%$*)" +re %o! !,e S*me

Source: Boston consulting group; Consumer Clarity; Pew Research

HIP-ENNIAL “I can make the world a better place.” • Female dominated, below-average employment (many are students & homemakers)

MILLENNIAL MOM “I love to work out, travel, & pamper my baby.” • Wealthy, family oriented, works out, confident, & digitally savvy, Older, highest income.

ANTI-MILLENNIAL “I’m too busy taking care of my business & my family to worry about much else.” • Slightly more female, more likely to be Latino & from the western U.S.

GADGET GURU “It’s a great day to be me.” • Male dominated, above-average income, single

CLEAN & GREEN MILLENNIAL “I take care of myself & the world around me.” • Male dominated, youngest, more likely to be Latino, full-time student

OLD-SCHOOL MILLENNIAL “Connecting on Facebook is too impersonal, let’s meet up for coffee instead!” • Older, more likely to be Latino

29%

22%

16%

13%

10%

16%



L*!$%o M$))e%%$*)": D$--ere%!$*!or"

Consummate Optimists -  Differentiators:

-  Empowerment

-  Cause Marketing

-  Technology

21%; 35 MM; 65% Total Hispanic U.S. Population

They are bilingual •  75% Speak English at

home half the time •  Over half consume

Spanish language media

Source: BIGinsight Media Behaviors and Influnce Survey Jun 2012. IAB Hispanic Consumers & Digital Media Oct. 2012



.e',%o)o/0: So'$*) *%1 Mo2$)e

Source: BIGinsight Media Behaviors and Influnce Survey Jun 2012. IAB Hispanic Consumers & Digital Media Oct. 2012

LATINOS CONSUME MORE MOBILE MEDIA THAN THE GENERAL POPULATION

•  25% Greater Reach Thru Text Message on Mobile Device

•  30% Greater Reach Viewing e-mails on Mobile Device

•  34% Greater Reach Taking a picture on Mobile Device

•  42% Greater Reach Viewing news on Mobile Device

LATINO MILLENNIALS ARE RICH AND INFLUENTIAL: MORE LIKELY TO MAKE MAJOR PURCHASES

•  26% More Likely To Purchase Vacation Travel

•  18% More Likely To Purchase Computers

•  115% More Likely To Research Before Buying Electronics and Apparel



More Connected & Engaged Latino Consumers are More Socially Connected than the average U.S. Adult

Source: Nielsen Media Insights, Feb 2012


Get Real •  Social is no longer just about connecting online, it is

about connecting in the real world with real people

•  Latinos are just as eager to connect in the real world as they are online

–  They look for local events 350% more than the average U.S. adult

–  Share local events they discover 10x more

Source: Gravy, June 2013

CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION Source: Ahaa: Think Hispanic

O%)$%e Hi&p*%$'": H$3,)0 I%!er*'!$(e



Source: Ahaa: Think Hispanic

Mo2$)e i" * MUS.



4*'e2oo5 6#)e" … THE # OF LATINOS ON FACEBOOK

GREW 2.8X IN 2010

REACHING ALMOST

14 MILLION USERS

(MARCH 2011).

U.S. Latinos spend a daily average of

29 minutes on social networking versus non-Latino whites who spend 19 minutes.



M$))e%%$*)’" 4*(or$!e B7*%1

20

Nike- 19 | Sony - 8 | Microsoft - 5



D$--ere%!$*!or"

Cause Marketing: “Old Souls” From “me to we” Authentic relationships with strong social currency; share worthy

Empowerment: Collective individualism; functionality trumps image; trust is the new cool

Technology: Mobile and Social



8mpo9erme%! •  Collective Individualism – a paradox

- Empowered by own self; however,

always seeking input – even trust

strangers (product users)

•  Functionality trumps image

- Products must be convenient,

cater to their lifestyle; make

their lives easier

•  Trust is the new cool

- Be simple, establish brand trust

- Seek to have Millennials participate

and share

Source: Insanely Useful Advice For Marketing Millennials. By: Hyper island


C*u&e M+r5e!$%3 •  Old souls With A New Mindset

–  65% agree that family traditions are

extremely important

•  From “me to we” and desire marketing

with meaning

–  Brands must have a greater purpose

•  Strong social currency

–  Passionate brand advocates - most

interested in brands that allow them

to also participate and have content that is

“shareworthy” – worth sharing with friends, etc.

Source: Insanely Useful Advice For Marketing Millennials. By: Hyper island


Examples Kum & Go Convenience Stores: •  Most important to Millennials - value

•  “Snaxpert” promotes pairing of snacks

•  Social media sharing through photo contest –WIN $500 gift card/web post

Food4Less Latino Supermarket: •  Targeting Millennials through mobile app

•  Improves grocery shopping experience

•  Coupons, ads, fuel, shopping lists, etc.

•  Meets the convenience they value


Examples Chipotle Mexican Grill: •  Millennials Seek Adventure

•  “Adventurrito” -20th Anniversary

•  20 Daily Puzzles – Grand Prize: Win Free Burritos for 20 Years!

Macy’s Department Store: •  Rolled out 13 new brands to target

•  Utilizing new/emerging technologies

•  Engaging with content


For More Information or to Request a Presentation Contact: Liz Arreaga, [email protected]