So, today we’re talking about Digital Millennials -- a group that tops out at age 27… Technology exploded during their lifetimes. 1980’s: Popularization of the PC Apple II launch Cable TV channel explosion (MTV is older than some of them) 1990’s: Internet commercialized Email popularized Cell phones go mainstream MP3 Boom IM catches hold 2000’s: Birth of the iPod TiVo and DVR takes off Networked gaming popularized Xbox and Wii launches Ringtones become a billion dollar business 100M+ videos viewed daily on YouTube Over 1.7M Twitter users in the U.S. Social network sites redefine social order
PRESENTED BY: Jessica Ried, Assoc. Director, Research & Insights
70% of teens use their cell phones to take photos and videos. Sulake, 2008 High school kids typically dash off 35-40 text messages a day. The Score & More Campus Writers, 2007 62% of 18-25 year olds used a social networking site in the past 30 days. Resource Interactive iCitizen Motivational Survey, 2007
STAYING CONNECTED VIA MOBILES Forrester, 2008 Q: How frequently do you do the following activities on a cell phone / Smartphone or handheld wireless device? Age group: 18-28 year olds
EMAIL USAGE IS FLAT - NOT PREFERRED Harris Interactive, 2007 Q: Yesterday, how many emails did you get/send?
MULTITASKING AND “PRODUCTIVE” DEFINING TRAITS:
24-HOUR MEDIA CONSUMPTION Harris Interactive, 2007 Q: What did you do yesterday? Age Group: 15-21 year olds
57% of teens simultaneously watch TV and surf the web. OTX and eCrush, September, 2007 Unstructured 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, 2007
FILTERING FOR IMMEDIACY AND CONTROL DEFINING TRAITS:
37% of 18-24 year olds feel their review should be posted and unedited. JupiterResearch, 2006 62% wish mobile phones could be ordered with just the features they choose. Harris Interactive, 2008 31% of Millennials have customized a product online. Forrester, 2008
NEED MULTIPLE PERSPECTIVES AND VIEWS JupiterResearch, 2008
64% of online teens (12-17) have participated in one or more content-creating activities online. Pew Internet, 2007 46% of Gen Y often tell their friends about products that interest them. Forrester, 2008 59% prefer WOM over any other vehicle to learn about new products and services. Harris Interactive, 2008
HIGH HOPES AND ASPIRATIONS Harris Interactive, 2007 Q: If you could do any of the following, which would you like to do? Age Group: 15-21 year olds
36% of American teens want to become famous - and half that believe they will be. MTV, 2007 61% of teens indicate they download music illegally. Piper Jaffray, 2008 66% of 13 – 21 year olds want to travel the world. Harris Interactive, 2007
— Matthew, 21 I will influence more people than you can imagine so show me what I want and then you’ll be just fine.
INFLUENCING HH PURCHASES Harris Interactive, 2007 Q: What role do you play when your family buys the following? Age Group: 13-21 year olds
OFFLINE PURCHASING DRIVEN BY ONLINE Learn about products online, and then buy them at a store Harris Interactive, 2007
BEYOND SHOPPING…MEET THE GIVING GENERATION JupiterResearch, 2008
THE GIVING GENERATION An online discussion was hosted on 9/2/08 with 71 members. We inquired about behaviors, actions and feeling around charitable giving and organizations. How often do you donate? How do you choose an organization? What motivates you to give? JupiterResearch, 2008
18% of Millennials (defined as 16-29) say the charities they support are one way they express themselves, compared to 26% of Xers and 36% of Boomers.*
87% of Millennials (defined as 16-29) agree that my priority is to look after my family, charity begins at home. *
50% of Millennials agree that regularly donating your time to help others in need is a sign of success and accomplishment.*
* Yankelovich MONITOR, 2008/09
— Rushell I would donate again and again…if I learned my donations were making an impact.
Overview of Millenials Donations * Yankelovich MONITOR, 2008/09 Donations per year are rising in the range of $100 + range. Millennials have most frequently donated to religious organizations over the past year. These are the top five types of organizations that Millennials have donated money to in the past year. ‘ 07 ‘ 08 Under $100 71% 66% $100-$499 17% 19% $500-$999 4% 7% $1,000-$4,999 2% 4% $5,000 or more 2% 1% Don’t Know/No Answer 4% 3% ‘ 07 ‘ 08 Religious 25% 35% Local Schools 19% 32% Federated Charities (e.g. United Way) 8% 17% Disaster Relief Agencies 9% 15% Human Services (e.g. Habitat for Humanity, big Brother/Big Sister) 10% 20%
BEHAVIORS ON CHARITABLE GIVING SPIRIT GIVERS NOT THERE YET ÜBER GIVERS CONSISTENT GIVERS RI survey of Communispace Community, 2008 “ I think helping a group make their fundraising goals possible would be a great motivator…I also would like to see where and what my money is going towards.” “ I donate used items to the Goodwill every three months or so, but haven't donated money because I just don’t have any to spare.” “ I donate money every week directly out of my paycheck to the local United Way.” “ I donate to about 2-3 charities monthly…I am compelled to give because of knowing what is going on in the world.”
50% of Gen Y said a retailer’s environmental policy influenced their shopping behavior. Martiz, September 2007 50% of Millennials agree that regularly donating your time to help others in need is a sign of success and accomplishment. Yankelovich Moniyor, 2008 61% agree with the statement I don’t trust companies that brag about all of the good they do. Yankelovich Monitor, 2008
Games, videos and high profile superstars help entertain & inform
Site is fun and visually stimulating
KEEP IT REAL. HEAR ME OUT. BE ORIGINAL OR DON’T BE. MY WAY…NOW. ENTERTAIN ME. Millennials are demanding R U Listening?
What You Can Do : Gain a deeper understanding of your (target) customers and align attitudes and behavior of the Millennial Group that applies. : Develop meaningful partnerships that demonstrate a commitment to aiding and contributing to your organization. : Design cause related campaigns or programs that provide an ongoing way for millennials to understand their impact on the charity. : Apply key insights for any cause related campaign or partnership to foster community and build trust. : Always make it easy to share and pass along to their network.