Digital Millennials: R U Ready

PRESENTED BY: Jessica Ried, Assoc. Director, Research & Insights

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TODAY’S PRESENTATION

Who they are

Why they matter

What appeals, what you can do

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

Survey with Communispace community

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

Who they are

GEN Y

IM GENERATION

BLING GENERATION

GENERATION ME

ECHO BOOMERS

HOW THEY CAME TO BE Strauss and Howe, 2006

ERA OF THE CODDLED CHILD

NO LOSERS, JUST WINNING-CHALLENGED

DEFINING TRAITS OF DIGITAL MILLENNIALS Perpetually Connected Multi-tasking and “Productive” Filtering for Immediacy and Control Self-Expressive yet Assimilative Self-Entitled and Optimistic

PERPETUALLY CONNECTED DEFINING TRAITS:

DIVERSE ACTIVITIES ONLINE Forrester, 2008

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?

I facebooked her. — Micky, 16

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

Pop-ups are the devil. — Anna, 15

SELF-EXPRESSIVE YET ASSIMILATIVE DEFINING TRAITS:

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

Together Everyone Achieves More T.E.A.M.

OPTIMISTIC AND SELF-ENTITLED DEFINING TRAITS:

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.

Why they matter

Their Size Mirrors Boomers

Spending Power & Influence

Impact on the Purchasing Cycle

Effect on the Political Landscape

Behaviors on Charitable Giving

WHY THEY MATTER

US Census Bureau, 2007 MILLENNIALS’ SIZE MIRRORS BOOMERS’

MILLENNIALS INFLUENCING ALL OTHERS US Census Bureau, 2007

SPENDING POWER OF MILLENNIALS

$200,000,000,000+

15%-17% spent online

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

ONLINE PURCHASING HAS TRACTION

72% of 18-24 year olds purchased or researched products online

JupiterResearch, 2008

Go to store View TV or print ad Compareoptions Choose best option Buy item Join/align with brand MILLENNIALS ARE CHANGING SHOPPING AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY

Search for brand Research product View designer video Visit a store Order outfit Send mobile pic Upload pics of purchase Read a review or blog A NEW CUSTOMER JOURNEY 1. A proliferation of engaging digital touchpoints 2. Non-linear, cross-channel 3. Web-first for many consumer buying decisions Read Facebook feeds

SHIFTING OF THE POLITICAL WINDS Pew Internet, 2008 Party identification among young voters. Age Group: 18-29 year olds %

The economy , energy and the environment , as well as healthcare are the most important issues for Millennials this election. RI survey of Communispace Community, 2008 85% of Gen Y voters plan to vote this election cycle. Experience, Inc, October 2008 54% plan to vote for Barack Obama. RI survey of Communispace Community, 2008

LEVERAGING THE YOUTH VOTE

UNPRECEDENTED IN-GAME ADVERTISING Xbox 360 racing game, Burnout Paradise

— Samantha, 23 I think our generation will play a big role in the upcoming election.

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

I hate to be skeptical but I wonder sometimes if they do it because it would look bad if they didn’t (role of brands and charitable giving). — Alyssa, 24

What appeals, what you can do

KEEP IT REAL .

KEEP IT REAL: VS PINK

Authentic to the brand

Uses web as a hub to elevate products, events and promotions

KEEP IT REAL: VS PINK

Authentic to the brand

Uses web as a hub to elevate products, events and promotions

HEAR ME OUT.

HEAR ME OUT: Netflix

Easy to read and post reviews

See what your friends recommend

HEAR ME OUT: Amazon

Easy to read and post reviews

Tip: need to solicit and delineate by affinity group

BE ORIGINAL OR DON’T BE.

BE ORIGINAL OR DON’T BE: Reebok

White board tennis shoe

Allows consumers to customize and express themselves

BE ORIGINAL OR DON’T BE: Converse

Making available limited edition merchandise

Voice is synchronized with the offering

BE ORIGINAL OR DON’T BE: Rugby

Customizable products

Socially responsible

News room blog

MY WAY…NOW.

MY WAY…NOW: Google Checkout

Consumer control

Efficient

MY WAY…NOW: Taaz

Can sample the assortment

Upload and edit images

MY WAY…NOW : Amazon

Universal shopping List

Lives in toolbar

Customizable and sharable

ENTERTAIN ME.

ENTERTAIN ME: Funny and Fun

KEEP IT REAL. HEAR ME OUT. BE ORIGINAL OR DON’T BE. MY WAY…NOW. ENTERTAIN ME. Millennials are demanding R U Listening?

Q & A www.resource.com

Digital Millennials: R U Ready

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Notes on slide 1

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