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?

1. DECODING
FRIENDS
A GENERATION Y VIEW
LOCAL/SOCIAL CONFERENCE
NOVEMBER 2009
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

2. “our guy”
16 yrs OLD, lives near New York City
Interests: 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 robert@decode.net

3. “our guy”
Over the last 12 months he has:
Helped a neighbor
Signed 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 supporter
He’s confident and future focused
He spends 2hrs a day online with friends
He only consumes digital media – traditional media is gone
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

4. He has 5000 digital friends
If he wants to set up a dinner with a friend….
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

5. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

6. 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 robert@decode.net

7. 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 robert@decode.net

8. WHAT ARE WE DECODING?
CONTEXT
INSIGHT
STRATEGY
INVENTION
INTEGRATION
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

9. Consumers trust Real Friends* and Virtual Strangers the most.
Neilsen Global Research 2009
* known people
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

10. DECODING FRIENDS
AN INITIATIVE TO HELP COMPANIES
BUILD BETTER RELATIONSHIP STRATEGIES
FOR YOUNG PEOPLE.
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

11. STRONG TIES,
WEAK TIES,
SOCIAL CAPITAL ,
BONDING CAPITAL,
CONNECTORS,
MAVENS
GRANOVETTER, PUTNAM, GLADWELL
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

12. TWO POWERFUL FORCES
QUANTITY
LIFE STAGE GENERATION
HUMAN DEVELOPMENT QUALITY COLLECTIVE FORMATIVE
EXPERIENCE
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

13. QUANTITY OF FRIENDS
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

14. A LOOK AT THE NUMBERS
3 COUNTRY STUDY OF GEN Y (US, UK, CANADA) - FEB 2009
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

15. AVERAGE # OF
ONLINE FRIENDS
(GEN Y - 15-29 YEARS)
CONFIDENTIAL
43 © DECODE 2009 www.decode.net robert@decode.net

16. % OF GEN Y WHO HAVE
MORE THAN 70 ONLINE
FRIENDS
CONFIDENTIAL
12
© DECODE 2009 www.decode.net robert@decode.net

17. % OF GEN Y WHO HAVE
LESS THAN 10 ONLINE
FRIENDS
CONFIDENTIAL
35
© DECODE 2009 www.decode.net robert@decode.net

18. CHANGING QUANTITY OF FRIENDS OVER TIME
BASED ON LIFE STAGE
Student Single Couple Family
Friends friends Friends Friends
(popularity) (mating) (socializing) (proximity)
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

19. CHANGING QUANTITY OF FRIENDS OVER TIME
BASED ON GENERATION
Student Single Couple Family
Friends friends Friends Friends
(popularity) (mating) (socializing) (proximity)
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

20. # of friends by life stage
70
face to face
by phone (landline or mobile)
through the internet
53
35
18
0 Current Student Secondary School Current Student Post Secondary Young Singles Young Couples Young Familes
Student Friends Single friends Couple Friends Family Friends
(popularity) (mating) (Socializing) (proximity)
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

21. Gen Y’s Connectors across media
average <10 friends 70+ friends
face to face 8 60
by phone (landline
4 30
or mobile)
through the
4 242
internet
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

22. QUALITY OF FRIENDS
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

23. CHANGING QUALITY OF FRIENDS OVER TIME
BASED ON LIFE STAGE
Student Single Couple Family
Friends friends Friends Friends
(popularity) (mating) (Socializing) (proximity)
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

24. Friend inflation
Now Then
Friend Acquaintance
Best friend Friend
BFF Best Friend
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

25. WHERE ARE QUALITY
FRIENDS FOUND?
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

26. # of friends by life stage
70
face to face
by phone (landline or mobile)
through the internet
53
35
18
0 Current Student Secondary School Current Student Post Secondary Young Singles Young Couples Young Familes
Student Friends Single friends Couple Friends Family Friends
(popularity) (mating) (Socializing) (proximity)
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

27. 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 robert@decode.net

28. 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 robert@decode.net

29. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

30. WHERE TO GO FROM HERE?
DECODING FRIENDS SYNDICATE
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

31. A CASE STUDY ON
GRADUATE RECRUITMENT
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

32. DECODING FRIENDS
AN INITIATIVE TO HELP COMPANIES BUILD BETTER
RELATIONSHIP STRATEGIES FOR YOUNG PEOPLE.
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

33. CONTACT
ROBERT BARNARD
ROBERT@DECODE.NET
CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net