The State of Millennials

The State of Millennials Capital Cabal – Washington DC July 13, 2011 Lee Rainie: Director, Pew Internet Project Email: [email_address]

Portrait of a generation

Population

Race and ethnicity

Male education level

Female education level

Community type

Marital status

Distinctive values

http://pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/

Technology and media

Self-definition = technology aptitude

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

Digital devices Millennials (18-34) Gen X (35-46) Younger Boomers (47-56) Older Boomers (57-65) Silent Generation (66-74) G.I. Generation (75+) All online adults (18+) Cell phone 94% 89% 86% 77% 70% 41% 83% Desktop computer 55% 67% 62% 61% 48% 29% 57% Laptop computer 70% 63% 58% 49% 32% 14% 56% iPod or MP3 player 69% 57% 36% 24% 10% 5% 44% Game console 63% 63% 38% 19% 8% 3% 42% e-Book reader 12% 14% 14% 12% 6% 5% 12% Tablet, like iPad 12% 9% 8% 7% 2% 1% 8%

Smartphone activities Millennials over-index on …
Texting use
Taking pictures on smartphone
Going online using smartphone
Downloading apps
Email on smartphone
Recording video on smartphone
Playing music on smartphone
Playing games on smartphone

Source: Pew Research Center's Internet & American Life Project, October 20-November 28, 2010 Social Networking survey.

SNS activities Millennials out perform other gens. on …
Logging on daily
“ Liking” something/someone multiple times a day
Updating status daily
Tagging and commenting on photos daily
Commenting on others’ status daily
Having diverse socio-economic network

What does this mean?
Social networks are more influential - 1
Sentries

What does this mean? Evaluators Social networks are more influential - 2

What does this mean?
Social networks are more influential - 3
Audience = New media are the new neighborhood

2010 election

Millennials are more Democratic Congressional vote 2010
46% voted for Democrat
Compared with 35% of older voters
37% voted for Republican
Compared with 43% of other voters
Rest refused to answer
32% had not heard anything about Tea Party movement
Among those who’d heard of Tea Party:
51% had no opinion about Tea Party activities
22% agree (vs. 20% of general population)
25% disagree (vs. 25% of general population)

Getting most news for politics - % of adults (can give multiple answers)

Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.

No major SNS differences for Millennials
Overall use of SNS to get political information
Friending candidates
Posting content

Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.

Not much generational difference on ...
Increases the influence of extreme views
58% of Millennials; 55% of all adults
Exposes people to a wider range of political views
68% of Millennials; 61% of all adults
Easy/Difficult to tell what is true
EASY --- 37% of Millennials; 33% of all adults
DIFFICULT --- 59% of Millennials; 56% of all adults

Participation in groups

Groups where youngest Amers are most active Type of group Total pop. Ages 18-29 Ages 30-49 Ages 50-64 Ages 65+ Groups where the youngest adults are most active Gaming communities 6% 10%* 5% 4% 3% Fan groups for shows/celebrities 6% 8%* 6% 4% 4% Fan groups for products/brands 3% 6%* 4% 2% 1%

Groups where younger Amers are least active Type of group Total pop. Ages 18-29 Ages 30-49 Ages 50-64 Ages 65+ Community groups, neighborhood associations 19% 9%^ 20% 23% 23% Support groups for those w/ illness, personal situation 18% 14%^ 19% 21% 20% Political parties or organizations 15% 8%^ 15% 20% 16% Parent groups such as PTA 13% 7%^ 21% 11% 6% Labor unions 8% 4%^ 9% 12% 5% Travel clubs 5% 2%^ 5% 6% 7%

Groups where older Americans are most active Type of group Total pop. Ages 18-29 Ages 30-49 Ages 50-64 Ages 65+ Groups where those over age 50 are most active Church, religious, spiritual groups 40% 29% 39% 42% 53%* Organizations for older adults such as AARP 15% 2% 3% 27%* 37%* Consumer groups 24% 18% 22% *30% 24% Charitable or volunteer organizations such as Habitat for Humanity 22% 17% 23% 26%* 22% Professional or trade associations 20% 13% 24%* 26%* 12% Veterans organizations 7% 2% 5% 9%* 13%*

Groups where all Amers are equally active Type of group Total pop. Ages 18-29 Ages 30-49 Ages 50-64 Ages 65+ Hobby groups or clubs 17% 14% 18% 18% 17% Alumni associations 14% 13% 14% 16% 15% Literary groups such as book clubs 11% 10% 10% 12% 12% Performance or arts groups 10% 8% 11% 12% 11% Social/fraternal clubs 8% 8% 7% 8% 10% Environmental groups 7% 5% 8% 8% 8% Farm organizations 4% 3% 5% 4% 5%

Millennials more likely than older Americans to feel that the internet …
Invite people to join groups in which I am active
Keep up with news and info about my groups
Organize activities for my groups
Contribute money to my groups
Spend more time with my groups
Create my own group
Discover groups to join and helps me join more groups

Will Millennials’ use of tech change as they age? July 9, 2010

Will Millennials’ use of tech change as they age? By 2020, members of Gen Y will have grown out of much of their use of social networks and transparency-engendering online tools. As they age and find new commitments, their enthusiasm for widespread information-sharing will abate. 29% experts 28% full sample By 2020, members of Gen Y will continue to disclose personal information to stay connected. Even as they mature, have families, and take on more significant responsibilities, their enthusiasm for widespread information sharing will carry forward. 67% experts 69% full sample

Themes
Online sharing builds friendships, forms communities and builds reputations – Millennials have seen the benefits and will continue to share online as they grow older
New social norms that reward disclosure of private information are already forming, in fact, 20 th century notions of privacy are already morphing
New boundaries will be set as people adjust to new realities shaped by social network providers
Those who disagreed with the majority mostly said that commitments tied to aging will change Millennials level of sharing – especially the time crunch from work and family

Thank you!

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The State of Millennials

by Pew Research Center's Internet & American Life Project

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