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Digital Millennials
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LOLLOL
KHUFKHUF
POSPOS
TODAY’S PRESENTATION
»Why they matter
»How they came to be
»Who they are
»Millennials are changing shopping
»What appeals, what you can do
»Why they matter
»How they came to be
»Who they are
»Millennials are changing shopping
»What appeals, what you can do
GEN Y
IM GENERATION
BLING GENERATION
GENERATION ME
ECHO BOOMERS
GEN Y
IM GENERATION
BLING GENERATION
GENERATION ME
ECHO BOOMERS
» 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
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
Why they matterWhy they matter
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US Census Bureau, March 2005
MILLENNIALS’ SIZE MIRRORS BOOMERS’
US Census Bureau, March 2005
MILLENNIALS’ SIZE MIRRORS BOOMERS’
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MILLENNIALS INFLUENCING ALL OTHERS
US Census Bureau, March 2005
SPENDING POWER OF MILLENNIALS
»$200,000,000,000+
»15%-17% spent online
INFLUENCING HH PURCHASES
Harris Interactive, 2006
OFFLINE PURCHASING DRIVEN BY ONLINE
Learn about products online, and then buy
them at a store
Online behavior drives offline purchasing per
capita($ spent annually)
Harris Interactive, 2006
ONLINE PURCHASING HAS TRACTION
»65% purchased online (18-24 year olds)
JupiterResearch, 2006
ONLINE PURCHASING HAS TRACTION
JupiterResearch, 2006
CATEGORIES STILL EMERGINGJupiterResearch, 2006
BARRIERS TO ONLINE SHOPPING
Harris Interactive, 2006
How they came to beHow they came to be
Strauss and Howe, 2006
ERA OF THE CODDLED CHILD
NO LOSERS, JUST WINNING-CHALLENGED
BORN AT THE KEYBOARD
»Popularization of the PC
»Apple II launch
»Cable TV channel explosion
BORN AT THE KEYBOARD
» Internet commercialized
» Email popularized
» Cell phones go mainstream
» MP3 boom
» IM catches hold
»Popularization of the PC
»Apple II launch
»Cable TV channel explosion
» Birth of the iPod
» TiVo and DVR takes off
» Networked gaming popularized
» Xbox launches
» Growth in VOIP membership
» Ringtones become a billion dollar business
» 100M videos viewed daily on YouTube
» Social network sites redefine social order
BORN AT THE KEYBOARD
» 68% percent of 8-18 year olds have a TV in their bedroom
» 65% have a portable music device
» 55% have handheld video game players
» 54% have VCR/DVD player
» 49% have a video game player
» 31% have a computer
PROSPERITY FUELS TECH-RICH LIFESTYLE
Kaiser Family Foundation, 2005
SPOT THE DEFUNCT DEVICESPOT THE DEFUNCT DEVICE
Who they areWho they are
PERPETUALLY CONNECTEDPERPETUALLY CONNECTED
DEFINING TRAITS:DEFINING TRAITS:
DIVERSE ACTIVITES ONLINE
JupiterResearch, 2005
81% of teens use or own a mobile phone. Consumer Electronic Association, 2006
College kids typically dash
off 20-30 text messages a day. Vibes Media, 2005
38% of 13-21 year olds go online before or during breakfast.Harris Interactive, 2006
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EVERYONE’S “A FRIEND”
32% chose cell phone when asked to imagine a fake law stipulating only one form of communication. Virgin Mobile USA, 2006
3-5C.O.T.
Dozens – HundredsOnline friends
5-25Social tribe
Thousands – Tens of thousands
Boundless network
In-person, mobile, text, IM, SN, email
IM, mobile,text, SN, in-person
SN, IM, in-person
SN
3-5C.O.T.
Dozens – HundredsOnline friends
5-25Social tribe
STRATIFIED COMMUNICATIONS
Thousands – Tens of thousands
Boundless network
EMAIL USAGE IS FLAT—NOT PREFERRED
Harris Interactive, 2006
I facebooked her.I facebooked her.— Micky, 16
MULTITASKING AND “PRODUCTIVE”MULTITASKING AND “PRODUCTIVE”
DEFINING TRAITS:DEFINING TRAITS:
MULTIPLE THREADING IS ENGAGING
STARSKY & HUTCH (ANY EPISODE)STARSKY & HUTCH (ANY EPISODE)
THE SOPRANOS (EPISODE 6)THE SOPRANOS (EPISODE 6)
Steven Berlin, 2006
24-HOUR MEDIA CONSUMPTION
Harris Interactive, 2006
Millennials consume 20 hours of media per day, but within 7 hours of clock time.MediaWeek, June 21, 2006Unstructured 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, 2006
FILTERING FOR IMMEDIACY AND CONTROL
FILTERING FOR IMMEDIACY AND CONTROL
DEFINING TRAITS:DEFINING TRAITS:
PROCESS INFO UP TO 5X AS FAST AS ADULTS
»Dwell on the first 1-2 words of text
»Don’t read across lines of text
»More inclined to notice images, videos, moving objects
Pop-ups are the devil.Pop-ups are the devil.
— Anna, 15
37% of 18-24 year olds feel their review should be posted and unedited. JupiterResearch, 2006
72% of DVR users (HH’s) fast-forward through TV ads. CNW Marketing Research, 2006
23% of 18-24 year olds pick up in-store to ensure product availability.JupiterResearch, 2006
NEED MULTIPLE PERSPECTIVES AND VIEWS
JupiterResearch, 2006
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SELF-EXPRESSIVE YET ASSIMILATIVE
SELF-EXPRESSIVE YET ASSIMILATIVE
DEFINING TRAITS:DEFINING TRAITS:
68% play music.
47% paint or
draw.
30% keep a
journal.Virgin Mobile USA, 2006
38% of Gen Y
(18-26) use social networking sites. Forrester, 2006
52% rely on social networks for purchase advice. Forrester, 2006
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Together Everyone
Achieves More
Together Everyone
Achieves More
T.E.A.M.T.E.A.M.
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OPTIMISTIC AND SELF-ENTITLEDOPTIMISTIC AND SELF-ENTITLED
DEFINING TRAITS:DEFINING TRAITS:
31% of American teens believe they’ll become famous. MTV, 2006
58% of teens think it’s legal to copy a friend’s purchased DVD, video or music.LA Times/Bloomberg, 2006
76% think it’s important to ask their opinions about what teens really like.Harris Interactive, 2005
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— Matthew, 21
I will influence more people than you can imagine so
show me what I want and then you’ll be just fine.
I will influence more people than you can imagine so
show me what I want and then you’ll be just fine.
Millennials are changing shoppingMillennials are changing shopping
OLD PURCHASEPROCESS: FUNNELOLD PURCHASE
PROCESS: FUNNEL
FROM FUNNEL TO FISH
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What appeals, what you can doWhat appeals, what you can do
KEEP IT REAL.KEEP IT REAL.
01
KEEP IT REAL: Razr
»Authentic to the brand with both genders
»Maintains street cred through constant updates
KEEP IT REAL: eBay
»Authentic to the brand
»Perception of a “deal”
»Self-policing
»Constantly fresh
HEAR ME OUT.HEAR ME OUT.
02
HEAR ME OUT: Amazon
»Easy to read and post reviews
»Tip: need to solicit and delineate by affinity group
HEAR ME OUT: Levi’s
»Motivating involvement with customizable viral tools
»Crowdsourcing for next face of the brand
»Inspiring creation and sharing of ringtones (UK)
»Motivating involvement with customizable viral tools
»Crowdsourcing for next face of the brand
»Inspiring creation and sharing of ringtones (UK)
HEAR ME OUT: Levi’s
BE ORIGINAL OR DON’T BE.BE ORIGINAL OR DON’T BE.
03
BE ORIGINAL OR DON’T BE: Converse
»Making available limited edition merchandise
»Voice is synchronized with the offering
BE ORIGINAL OR DON’T BE: Threadless
»Fans help create the assortment
»Weekly refreshes invite repeat visits
BE ORIGINAL OR DON’T BE: AE
»In context
»On-body, 360° rotation
»In context
»On-body, 360° rotation
BE ORIGINAL OR DON’T BE: AE
»In context
»On-body, 360° rotation
BE ORIGINAL OR DON’T BE: AE
MY WAY…NOW.MY WAY…NOW.
04
MY WAY…NOW: iTunes
»Can buy product in any combination
»Can sample the assortment
MY WAY…NOW: Best Buy
»Preorders for guaranteed availability
»In-store pick-up for quick access
ENTERTAIN ME.ENTERTAIN ME.
05
ENTERTAIN ME: Funny and Fun
ENTERTAIN ME: bCODE (Australia)
»Fun way to use texting
»Personalize for occasions and events
»Sender-initiatedpayment
stimulatestimulate» Develop fresh news and ever-evolving merchandising stories
» Produce viral events that drive PR
» Create branded media that is entertaining, malleable and pulls in the network
» Develop fresh news and ever-evolving merchandising stories
» Produce viral events that drive PR
» Create branded media that is entertaining, malleable and pulls in the network
engageengage» Become more searchable on the site and on the web
» Zoom all views and invite more involvement
» Enable online reviews by affinity group
» Ensure rapid screen refreshes and loads
» Test user-initiated mobile communications
» Become more searchable on the site and on the web
» Zoom all views and invite more involvement
» Enable online reviews by affinity group
» Ensure rapid screen refreshes and loads
» Test user-initiated mobile communications
purchasepurchase» Accept payment alternatives
» Incentivize wish list and cart-sharing to foster action
» Provide in-store pick up for immediate gratification
» Provide economical overnight and 2nd day shipping
» Accept payment alternatives
» Incentivize wish list and cart-sharing to foster action
» Provide in-store pick up for immediate gratification
» Provide economical overnight and 2nd day shipping
empower /re-engageempower /re-engage
» Develop members-only privileges
» Create real or perceived exclusive events
» Provide cool tools to influence social network
» Develop members-only privileges
» Create real or perceived exclusive events
» Provide cool tools to influence social network
Envisioned futureEnvisioned future
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WHAT’S NEXT?Summer 2007
WHAT’S NEXT?Summer 2007
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