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Digital Millennials: R U Ready
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Digital Millennials: R U Ready

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Right now, an entire generation, larger than the Baby Boomers and with unprecedented discretionary spending power, is growing up knowing only a world that is always electronically connected, always …

Right now, an entire generation, larger than the Baby Boomers and with unprecedented discretionary spending power, is growing up knowing only a world that is always electronically connected, always portable and always customizable. How will this generation's immersion in today's technology challenge the world as we once knew it?

Understanding digital millennials is critical to maximizing and sustaining growth. The good news? Through extensive research, Resource Interactive has mapped the Millennials' daily digital interactions to shed light on their attitudes and behaviors.

Review this presentation and discover:
• Who digital millennials are
• How millennials perceive philanthropy
• How they are shaping the political landscapes
• What millennials expect from their shopping experiences
• What you can do to maximize your interactions with digital millennials

Published in: Business, Technology, Education

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  • Transcript

    • 1. PRESENTED BY: Jessica Ried, Assoc. Director, Research & Insights
    • 2.
      • LOL
      • KHUF
      • POS
    • 3. TODAY’S PRESENTATION
      • Who they are
      • Why they matter
      • What appeals, what you can do
    • 4.
      • 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
    • 5. 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
    • 6. Who they are
    • 7.
      • GEN Y
      • IM GENERATION
      • BLING GENERATION
      • GENERATION ME
      • ECHO BOOMERS
    • 8. HOW THEY CAME TO BE Strauss and Howe, 2006
    • 9. ERA OF THE CODDLED CHILD
    • 10. NO LOSERS, JUST WINNING-CHALLENGED
    • 11. DEFINING TRAITS OF DIGITAL MILLENNIALS Perpetually Connected Multi-tasking and “Productive” Filtering for Immediacy and Control Self-Expressive yet Assimilative Self-Entitled and Optimistic
    • 12. PERPETUALLY CONNECTED DEFINING TRAITS:
    • 13. DIVERSE ACTIVITIES ONLINE Forrester, 2008
    • 14. 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
    • 15. 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
    • 16. EMAIL USAGE IS FLAT - NOT PREFERRED Harris Interactive, 2007 Q: Yesterday, how many emails did you get/send?
    • 17. I facebooked her. — Micky, 16
    • 18. MULTITASKING AND “PRODUCTIVE” DEFINING TRAITS:
    • 19. 24-HOUR MEDIA CONSUMPTION Harris Interactive, 2007 Q: What did you do yesterday? Age Group: 15-21 year olds
    • 20. 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
    • 21. FILTERING FOR IMMEDIACY AND CONTROL DEFINING TRAITS:
    • 22. 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
    • 23. NEED MULTIPLE PERSPECTIVES AND VIEWS JupiterResearch, 2008
    • 24. Pop-ups are the devil. — Anna, 15
    • 25. SELF-EXPRESSIVE YET ASSIMILATIVE DEFINING TRAITS:
    • 26. 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
    • 27. Together Everyone Achieves More T.E.A.M.
    • 28. OPTIMISTIC AND SELF-ENTITLED DEFINING TRAITS:
    • 29. 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
    • 30. 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
    • 31. — Matthew, 21 I will influence more people than you can imagine so show me what I want and then you’ll be just fine.
    • 32. Why they matter
    • 33.
      • Their Size Mirrors Boomers
      • Spending Power & Influence
      • Impact on the Purchasing Cycle
      • Effect on the Political Landscape
      • Behaviors on Charitable Giving
      WHY THEY MATTER
    • 34. US Census Bureau, 2007 MILLENNIALS’ SIZE MIRRORS BOOMERS’
    • 35. US Census Bureau, 2007 MILLENNIALS’ SIZE MIRRORS BOOMERS’
    • 36. MILLENNIALS INFLUENCING ALL OTHERS US Census Bureau, 2007
    • 37. SPENDING POWER OF MILLENNIALS
      • $200,000,000,000+
      • 15%-17% spent online
    • 38. INFLUENCING HH PURCHASES Harris Interactive, 2007 Q: What role do you play when your family buys the following? Age Group: 13-21 year olds
    • 39. OFFLINE PURCHASING DRIVEN BY ONLINE Learn about products online, and then buy them at a store Harris Interactive, 2007
    • 40. ONLINE PURCHASING HAS TRACTION
      • 72% of 18-24 year olds purchased or researched products online
      JupiterResearch, 2008
    • 41. 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
    • 42. 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
    • 43. SHIFTING OF THE POLITICAL WINDS Pew Internet, 2008 Party identification among young voters. Age Group: 18-29 year olds %
    • 44. 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
    • 45. LEVERAGING THE YOUTH VOTE
    • 46. LEVERAGING THE YOUTH VOTE
    • 47. LEVERAGING THE YOUTH VOTE
    • 48. UNPRECEDENTED IN-GAME ADVERTISING Xbox 360 racing game, Burnout Paradise
    • 49. — Samantha, 23 I think our generation will play a big role in the upcoming election.
    • 50. 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.”
    • 51. 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
    • 52. 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
    • 53. What appeals, what you can do
    • 54. KEEP IT REAL .
    • 55. KEEP IT REAL: VS PINK
      • Authentic to the brand
      • Uses web as a hub to elevate products, events and promotions
    • 56. KEEP IT REAL: VS PINK
      • Authentic to the brand
      • Uses web as a hub to elevate products, events and promotions
    • 57. HEAR ME OUT.
    • 58. HEAR ME OUT: Netflix
      • Easy to read and post reviews
      • See what your friends recommend
    • 59. HEAR ME OUT: Amazon
      • Easy to read and post reviews
      • Tip: need to solicit and delineate by affinity group
    • 60. BE ORIGINAL OR DON’T BE.
    • 61. BE ORIGINAL OR DON’T BE: Reebok
      • White board tennis shoe
      • Allows consumers to customize and express themselves
    • 62. BE ORIGINAL OR DON’T BE: Converse
      • Making available limited edition merchandise
      • Voice is synchronized with the offering
    • 63. BE ORIGINAL OR DON’T BE: Rugby
      • Customizable products
      • Socially responsible
      • News room blog
    • 64. MY WAY…NOW.
    • 65. MY WAY…NOW: Google Checkout
      • Consumer control
      • Efficient
    • 66. MY WAY…NOW: Taaz
      • Can sample the assortment
      • Upload and edit images
    • 67. MY WAY…NOW : Amazon
      • Universal shopping List
      • Lives in toolbar
      • Customizable and sharable
    • 68. ENTERTAIN ME.
    • 69. ENTERTAIN ME: Funny and Fun
    • 70. KEEP IT REAL. HEAR ME OUT. BE ORIGINAL OR DON’T BE. MY WAY…NOW. ENTERTAIN ME. Millennials are demanding R U Listening?
    • 71. Q & A www.resource.com