Marketing to Millennials

CONFIDENTIAL
WWW.MARQETA.COM
2015
MARKETING TO
MILLENNIALS MARCH

CONFIDENTIAL
Who are these
Millennials?

CONFIDENTIAL
Millennials by the Numbers
9.0%
Emerging
16.9%
iGeneration
24.5%
Millennials
15.4%
Gen X
23.6%
Baby Boomers
10.5%
Swing/WWII
Median household income
Average annual expenditures
$51,017
$51,442
$30,604
$31,411
$51,381
$49,544
64 million Millennials 18-24 and 42 million 25-34 in the US
Source: Us Census Bureau, Current Population Survey, Annual Social And Economic Supplement; Consumer
Expenditure Survey, Us Bureau Of Labor Statistics, September 2013/Mintel

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Screens. Screens. And More Screens.
55%
Watch video several times
a day on different devices
72%
Visit 5 different sites
per day to watch
video content
Want to
connect news
across all
devises
Source: Gen Wifi Study 2013, Global Video Study 2013, Yahoo Gen Y News Property Study, 2013

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More than 74 percent feel that new technology
makes their lives easier, and 54 percent feel new
technology helps them be closer to their friends
and family.

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Don’t call me. Friend me.
Millennials are checking in socially
between 20 and 21 hours each month.
Younger Millennials access social
media sites more on their laptops.
Older Millennials log in more on
mobile apps.

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Brand Affinity
45%
Millennial respondents
35%
25%
Adults ages 35-54
Adults ages 50+
Source: Havas Hastag Nation 2014

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Brands we
Source: Moosylvania 2015 Millennial Ranking Report

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Important Brand Characteristics
•  High Quality Products
•  Fits their personality
•  Socially responsible
•  Shares similar interest
•  Says important things
•  Engages in a conversation
VERY HIGH
MEDIUM
HIGH
HIGH
VERY HIGH
MEDIUM
Source: Moosylvania 2015 Millennial Ranking Report

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What They Want From Branded Content
Informative/educational 46%
Unique 47%
Relevant to who they are 46%
Fresh/new 48%
Funny 51%
Entertaining 53%
Brief 54%
Source: Yahoo Content Marketing Ingestion Study, 2013

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Brand Advocacy
46%Notice branded content consume it.
1/3
Use direct word of mouth advocacy.
57%
Share it.
Advocate while shopping.
54%
While buying online.48%
Embrace the brand lifestyle.
44%
Subscribe via email.
40%
Are loyal.
36%
59% 20%
Source: Yahoo Content Marketing Study, 2013

CONFIDENTIAL
Expectations & Desires
Millennials expect:
•  Immediacy. 77% expect real time interactions
•  Peer Recommendations. 71% listen to peers
•  Authentic relationships with brands that offer good value
•  Engagement anywhere, anytime especially on mobile devices
•  Emotional connection
Millennials want:
•  Transparency. Marketing is ok, but don’t try to hide it.
•  Something for their data. 67% believe data will be more valuable than their
possessions.
•  To trade up (indulgences) and trade down (value spending)
•  Want more enriching experiences.
•  To easily manage their money and like prepaid products
•  Rewarding experiences

CONFIDENTIAL
So what works,
what doesn’t?
A few examples.

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It’s all about
creating a
relationship.

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Tips for Marketers
•  Be authentic.
•  Connect with universal human experiences.
•  Be an outlet for discovery.
•  Be imaginative, creative and playful.
•  Inform with how-tos, lifehacks and content that makes them feel smarter.
•  Taps into millennials’ desire for discovery.
•  Be real and responsive.
•  Leverage all content formats to connect.
•  Help them save on the things they buy everyday so they can splurge on the
things they really want.

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Millennials and
Money

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A Decreasing Trust in Banks
Consumer confidence in banks has seen a sharp drop-off since the 2007-2008 Financial Crisis.

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Millennials are even more distrustful.

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A Growing Prepaid Market
$5 $10
$17
$33
$52
$78
$125
$148
$184
$194
$205
$219
$236
$254
$119
$141
$159
$179
$188
$198
$231
$263
$299
$309
$317
$326
$334
$343
$0
$50
$100
$150
$200
$250
$300
$350
$400
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Open Loop
Closed Loop
Amount Loaded onto Cards
($Billions)
Source: Mercator Advisory Group, 2013

CONFIDENTIAL
Why Millennials Like Prepaid
Quantitative and qualitative research support these customer
experience benefits
Prepaid customers want to be smart about money and
manage their accounts on their mobile phones. They
want to stay out of debt and avoid interest charges that
come with credit cards.
MANAGE MONEY ONLINE
Unlike cash, reloadable prepaid cards may offer zero
liability in case of fraud or a lost card.
SAFETY
For consumers whose alternative is cash, they’re looking
for a way to pay when they shop online. A prepaid card
can be used for online payments or for paying bills over
the phone.
SHOP ONLINE or PAY OVER THE PHONE
“My prepaid card helps me manage my money”
Nearly 50% of young adults incur overdraft fees,
according to the FDIC.
Prepaid cardholders report being willing to pay fees so
long as they are expected.
LOW TRANSPARENT FEES

CONFIDENTIAL
Dispelling the Myths of Prepaid Customers
Do not want a credit card Of people with incomes of
$100,000 or higher report
having a prepaid card
Had a credit card Of Millennials use GPR
49% 27%
66% 45%
A large majority of prepaid card users are experienced with other financial products.
Sources: Philadelphia Fed 2014; First Data 2013; Pew 2014; Aite 2011
“People used to think of [prepaid cards] as cards for people who didn’t
have a lot of money, whereas today they’re becoming much more common
for a variety of uses and a variety of demographics.”
-- Beth Robertson, Director of Payments Research for Javelin

CONFIDENTIAL
What features attract consumers?
Convenient card loading options
Minimal Monthly fees
Free Direct Deposit
Retail networks or online connections
Widely accepted Flexible ways to spend and pay bills
Top Prepaid cards have these common features:

CONFIDENTIAL
Top of Wallet
What makes a payment card a “Top of Wallet” card?
Fuel Redemption Flight Rewards Cash Back
Social Networking Minimizes interest payments Real-time Incentives
REWARD PROGRAMS
MOBILE WALLET

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Deals actually account for 31 percent of their
shopping dollars, and many of the top apps
used by Millennials are either retail or discount
focused.

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Introducing Perk

CONFIDENTIAL
A suite of apps designed to accommodate the digital habits of
the Millennials, and to reward them by providing an exchange
of “money” for their time and data
WHAT IS PERK?

CONFIDENTIAL
BANKS ARE INCREASINGLY NOT RELEVANT
Perk.com Inc. | Proprietary and Confidential
Millennials have time, not money.

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SO…WHAT DO THEY DO WITH THEIR
TIME?
Millennials spend their time on
Mobile in these KEY areas:

Gaming
Content
Local/Social

CONFIDENTIAL
SHOPPING

SEARCH

VIDEO

BROWSING

GAMING

COUPONS

AGGREGATION

MULTIPLE
DEVICES
MILLENNIAL
MOBILE
“HABITS”

MULTIPLE
PRODUCTS
MULTIPLE
PLATFORMS

LOCK
SCREENS
Our Mission – Become
THE source for payment
and rewards for
Millennials
MUSIC

AT THE CENTER OF ALL THINGS MILLENNIAL

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PERK TV
Perk TV awards users
for watching popular
and entertaining
videos.

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PERK LIVE TV

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PERK SCREEN PAYS FOR YOUR LOCK
SCREEN

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HOW DOES PERK WORK?
PERK MEMBER INTERACTS WITH PERK APPS BRANDS PAYS PERK PERK PAYS USER

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MEMBER GETS PAID IN PERK WALLET
•  Digital Wallet Holds Perk
Member’s Points, Cash,
and Gift Cards
•  Over $100k Per Month
Deposited

CONFIDENTIAL
OR ON PERK PLASTIK

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PERK PLASTIK IN PERK WALLET

CONFIDENTIAL
SOCIAL MEDIA

Marketing to Millennials

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