Global millennial survey - Campus Party Sao Paulo
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Living at the intersection of technology, entrepreneurship, and believing they can make a difference.The Millennial Leaders are the 11% of those surveyed who are the most likely to drive global change through technology. 74% believe they can make a global difference compared to 40% worldwide. Telefónica in partnership with the Financial Times, commissioned 12,171 online quantitative interviews among Millennials, aged 18-30, across 27 countries in six regions including North America, Latin America, Western Europe, Central and Eastern Europe, Asia, and Middle East & Africa. Read more about the Millennial Leaders here: http://survey.telefonica.com/meet-the-millennials/millennial-leaders/
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Global millennial survey - Campus Party Sao Paulo
- 1. Telefónica Global Millennial Survey_ Learn more at telefonica.com/millennials #TEFMillennials
- 2. Introduction The largest and most comprehensive global study of adult Millennials conducted to date_
- 3. Methodology_ Region / Country North America Latin America Western Europe Central & Eastern Europe Asia ME / Africa TOTAL US Canada Brazil Mexico Argentina Peru Chile Colombia Venezuela Spain UK Germany Italy France Czech Republic Russia Poland India China Japan Korea Australia Turkey Israel KSA Egypt South Africa Sample size MOE 1,000 +/-3.1% 151 +/-8.0% 1,028 503 500 150 500 150 150 915 900 919 251 251 500 500 264 1,000 1,003 150 151 151 251 150 232 250 201 +/-3.1% +/-4.4% +/-4.4% +/-8.0% +/-4.4% +/-8.0% +/-8.0% +/-3.2% +/-3.3% +/-3.2% +/-6.2% +/-6.2% +/-4.4% +/-4.4% +/-6.0% +/-3.1% +/-3.1% +/-8.0% +/-8.0% +/-8.0% +/-6.2% +/-8.0% +/-6.4% +/-6.2% +/-6.9% 12,171 +/-.9% Telefónica in partnership with the Financial Times, commissioned 12,171 online quantitative interviews among Millennials, aged 18-30, across 27 countries in six regions. Penn Schoen Berland conducted the survey from 11 January – 4 February 2013. Country sample sizes represented in the global number are weighted by the percent of the population in each country with access to the Internet. The global margin of error is +/-.9 percent. Please note, questions in which answer choices are mutually exclusive and all answer choices are displayed, percents may not add up to exactly 100% due to rounding. 3 Learn more at telefonica.com/millennials
- 4. Demographics_ Gender_ Global LatAm Brazil Marital Status_ Global LatAm Brazil Male 50% 50% 50% Single 66% 68% 66% Female 50% 50% 50% Married 23% 18% 20% Other 11% 14% 14% Age_ Parental Status_ 18-24 53% 53% 53% 26% 29% 27% 25-30 47% 47% With Children 47% Without Children 72% 69% 70% Prefer not to say 2% 2% 3% Employment Status_ Education_ Employed 55% 57% 60% 40% 59% 67% Student 31% 30% Less than University 24% 60% 41% 34% Unemployed 11% 8% University 11% Other 3% 5% 5% 4 Learn more at telefonica.com/millennials
- 6. Selected Events_ 25 January 25 – 28 February 4 June 5 June 6 June 13 June 20 June 24 June 25 June 15 July 1 September 6 September 9 September 10 September 13 September 17 September 19 September 2 to 5 October WEF, Davos Mobile World Congress, Barcelona FT-TEF Millennials Summit - GMS Launch, London Zeit conference, German Launch, Berlin Brazil/Latam Launch, Sao Paulo Chinese Launch, Beijing Czech Launch, Prague Silicon Valley Launch CEO Breakfast, Berlin New York Launch in partnership with AC-COA, NYC Vision Summit, Berlin Live Panel debate at Campus Party Europe 2013, London ITU – BYND 2015 Global Youth Summit, Costa Rica Roundtable with Wayra and local Millennial adults, Santiago de Chile The Annual Meeting of the New Champions at the WEF, Dalian, China Forum 2000, Prague FT-TEF Millennials Summit, Brussels One Young World 2013, Johannesburg 6 Learn more at telefonica.com/millennials
- 7. Global Conversations_ The introduction of the survey was presented in more than 12 cities including London, Beijing, and Sao Paulo, in six languages and with One Voice. Berlin 5 June Davos Date: Friday, 25 January Panelists: Neelie Kroes Executives: José María Álvarez-Pallete Beijing 13 June London Date: Tuesday, 4 June Keynote Speakers: Julius Genachowski, David Miliband Executives: José María Álvarez-Pallete, Eva Castillo, Matthew Key Prague 20 June Sao Paulo Date: Thursday, 6 June Keynote Speakers: Alec Ross, Marco Gomes, Jorge Chediek Executives: Santiago Valbuena, Alberto Horcajo 7 Silicon Valley 24 June Learn more at telefonica.com/millennials
- 8. Sao Paulo: FT-Telefónica Millennials Summit _ 8 Learn more at telefonica.com/millennials
- 9. London: Live Panel Debate @ Campus Party Europe 2013_ Greg Williams, Executive Editor, Wired Anne-Marie Imafidon, Founder, Stemettes Barbara Kasumu, Elevationnetworks Rajeeb Dey, Founder and CEO, Enternshipsm Philippe Legrain, European Commission Máire Geoghegan-Quinn, EU Innovation Commissioner 9 Learn more at telefonica.com/millennials
- 10. Costa Rica: ITU – BYND 2015 Global Youth Summit_ Hosted by the International Telecommunication Union, the United Nations specialized agency for information and communication technologies. The BYND2015 Global Youth Summit was a platform for young people to influence decisions at the UN and discuss how the global youth is leading in the use of ICTs for social good. Lina Maria Echeverri Vice President of Institutional Relations of Telefónica Colombia 10 Learn more at telefonica.com/millennials
- 11. Prague: Forum 2000_ The 17th annual Forum convened under the theme Societies in Transition and was attended by the Burmese opposition leader and Nobel Peace Prize Laureate Aung San Suu Kyi and more than 100 global leaders including His Holiness the Dalai Lama, Frederik Willem de Klerk, Gareth Evans, Yoani Sánchez and Roger Scruton 11 Learn more at telefonica.com/millennials
- 12. Brussels: FT-Telefónica Millennials Summit: The Interactive Generation_ 12 Learn more at telefonica.com/millennials
- 13. Johannesburg: One Young World_ 13 Learn more at telefonica.com/millennials
- 14. Foro Colombia_ 14 Learn more at telefonica.com/millennials
- 15. Foro Telefónica, Bogotá, Colombia_ De la Creatividad a la Innovación The Telefónica Bogotá team organized an exceptional disruptive event on 22nd October presenting the Survey findings to Colombian journalists, policy community, professionals, academics and students. The results were debated with Lourenco Bustani, CEO Mandalah, one of the top 100 most creative businessmen (People 2012). The panel included inspirational Colombian Millennials from a number of fields including technology, innovation, music and culture, fashion. 15 Learn more at telefonica.com/millennials
- 16. The Millennial Survey’s Global Reach_ • • • • • • Hosted nine launch events across the globe in London, Sao Paulo, Brussels, New York, San Francisco, Berlin, Prague, Santiago and Shanghai Asked to participate in nine global events following the Survey’s release Digital and online conversations resulted in more than 4,000 mentions and re-tweets using #TEFMillennials and 2,237 mentions of FT-Telefónica Millennial Summit Worldwide media coverage across print, online and broadcast in a total of 12 markets and in more than 170 outlets The website received 8,408 visits and 22,739 page views since 4 June launch. The total circulation for the advertisements which ran before the events reached 14,060,000. Each special supplement achieved a circulation of 700,000. 16 Learn more at telefonica.com/millennials
- 17. The Millennial Survey’s Global Reach_ • Following the survey launch, Telefónica established relationships with key political leaders across the globe, including: Rt. Hon. David Miliband, Former UK Foreign Secretary Keynote: London Launch Alec Ross Former Senior Advisor for Innovation Keynote: Sao Paulo Launch Neelie Kroes Vice President of the European Commission Keynote: Brussels Launch The White House and 10 Downing Street briefed, Ambassadors from China, Turkey, Brazil joined events, President of Colombia tweeted about it… 17 Learn more at telefonica.com/millennials
- 18. Survey Findings_
- 19. Key Themes_ 1 The Power of Technology 2 Beliefs and Goals 3 Optimism and Opportunity 4 Introducing: The Millennial Leaders 19 Learn more at telefonica.com/millennials
- 21. Millennials Are A Smartphone Generation_ Globally 76% say “I own a smartphone” 24% carry with them 3 or more devices at all times North America Laptop Desktop Tablet 71% 83% 50% 37% SmartPhone Western Europe 79% Laptop Desktop Tablet 72% 49% 22% Central & Eastern Europe 60% 68% 62% 58% 22% 64% 56% 23% SmartPhone SmartPhone Asia Latin America Laptop Desktop Tablet Laptop Desktop Tablet Middle East & Africa Brazil SmartPhone 72% Laptop Desktop Tablet SmartPhone 63% 57% 61% 24% Laptop Desktop Tablet 66% 45% 20% 83% Laptop Desktop Tablet 77% 49% 31% SmartPhone SmartPhone 21 Learn more at telefonica.com/millennials
- 22. Constantly Connected, Constantly Online_ Globally, Millennials spend an average of 6 hours online each day North America Western Europe Central & Eastern Europe 5 7 6 hours hours hours Middle East & Africa Latin America 7 hours Asia 6 hours 5 hours Brazil 7 hours 22 Learn more at telefonica.com/millennials
- 23. Millennials Believe That Technology Creates Opportunity_ Brazilian Millennials overwhelmingly believe technology makes language barriers easier to overcome… Technology makes language barriers easier to overcome Technology makes language barriers harder to overcome 87% 91% 91% 89% 94% 13% 9% 9% 11% 6% Global North America Latin America Western Europe Central & Eastern Europe 23 84% 86% 16% 14% Asia MEA 92% 8% Brazil Learn more at telefonica.com/millennials
- 24. …Easier To Get A Job_ Technology has made it easier to get a job Technology has made it harder to get a job 83% 17% Global 74% 85% 78% 85% 22% 26% Latin America Western Europe 24 Central & Eastern Europe 84% 85% 15% 8% 15% North America 92% 16% 15% Asia MEA Brazil Learn more at telefonica.com/millennials
- 25. …And Creates More Opportunities For All, Rather Than A Select Few_ Venezuelan and Colombian Millennials believe this more strongly than their Brazilian peers Countries most strongly agreeing with this: Technology creates more opportunities for all Technology creates more opportunities for a select few Latin America Venezuela 88% Colombia 81% Peru 78% Chile 72% 74% 76% 78% 24% 26% 24% 22% 61% 75% 71% 73% Mexico 76% 76% Argentina 69% Brazil 71% 31% Global 25% 39% North America Latin America 25 Western Europe Central & Eastern Europe Asia MEA 29% Brazil Learn more at telefonica.com/millennials
- 26. However, Technology Is Not Yet An Equalizer_ But they also believe technology has so far been used to widen the gap between the rich and the poor 62% “technology has widened the gap between the rich and the poor” say 26 Learn more at telefonica.com/millennials26
- 27. Latin American Millennial Are Less Likely Than Their Global Peers to Believe This_ Global Who Believes Technology Has Shrunk The Gap? North America Latin America Western Europe Central & Eastern Europe Asia Middle East & Africa Peru 61% Brazil 57% Egypt 69% Colombia 57% KSA Chile 54% Venezuela 54% 27 62% Learn more at telefonica.com/millennials27
- 28. Technology Is Also The New Gender Gap_ How much do you agree or disagree with the following statement? I am on the cutting edge of technology Consider themselves “on the cutting edge of technology” Ranked by Global Global North America Latin America Western Europe Central & Eastern Europe Asia MEA Brazil Strongly + Somewhat agree 80 69 87 70 89 83 87 72 77 65 74 63 83 79 83% 76% Strongly Agree 23 14 29 17 39 25 28 14 23 10 14 11 31 20 32 21 Somewhat Agree 57 55 58 53 50 58 59 58 54 55 60 52 52 59 51 55 Somewhat Disagree 17 25 12 25 9 13 11 24 20 31 22 29 14 19 13 17 Strongly Disagree 3 6 1 5 2 3 2 4 3 5 5 8 3 2 4 7 28 28 Learn more at telefonica.com/millennials
- 29. Latin American Millennial Men More Likely To Say Technology Ensures Success_ Which field of study do you believe is most important for ensuring your personal future success? Say “technology” is the most important field of study to ensuring future success North America Latin America Middle East & Africa Global Technology 42 29 35 21 44 25 32 15 40 21 49 40 35 25 46 27 % % % % % % % % % % % % % % % % Economics 18 21 18 16 17 21 20 20 20 30 17 23 19 20 14 17 Foreign Languages 9 16 3 4 11 23 10 19 12 21 10 17 14 20 12 22 Science 12 11 15 22 10 11 14 15 10 9 11 7 16 13 9 12 Mathematics 5 4 8 6 6 4 7 4 7 3 3 2 7 7 8 4 Literature 2 4 3 6 2 4 2 4 2 4 2 4 3 4 2 4 29 Western Europe Central & Eastern Europe Ranked by Global Asia Brazil Learn more at telefonica.com/millennials
- 30. Latin American Millennial Men More Likely To Credit Technology For Having Influenced Their Outlook_ Say “technology” has been influential in shaping their outlook on life Ranked by Global Global North America Latin America Western Europe Central & Eastern Europe Asia MEA Brazil Family 81 88 81 86 84 93 81 90 82 88 83 89 67 72 84 93 School/ education 58 64 53 57 65 72 58 66 56 64 60 66 47 57 66 78 Friends 54 57 53 61 44 46 66 69 58 56 54 58 41 41 47 43 Technology 39 22 43 24 44 22 38 20 35 22 37 20 39 34 42 21 % % % % % % % % % % % % % % % % Economy 29 30 26 23 22 22 24 23 20 18 34 38 29 27 18 10 Religion 15 17 22 32 24 31 11 11 12 13 8 7 43 37 32 46 30 Learn more at telefonica.com/millennials
- 31. Key Driver Of Change: Belief In The Importance Of Education_ This belief is held more strongly by Brazilian Millennials 42% 54% of global Millennials believe improving the access to / quality of education is the most important way to make a difference in the world 41% 39% 24% 24% say protecting our environment say eliminating poverty say providing basic food / shelter to people say promoting sustainable energy 31 Learn more at telefonica.com/millennials31
- 33. Social Inequality and Education Are The Most Important Issues To Latin American Millennials_ The most important issue facing the region where you live Central & Eastern Europe Western Europe North America #1. The Economy: 34% #2. Social Inequality: 15% #1. The Economy: 22% #2. Social Inequality: 17% #2. Poverty: 17% #1. The Economy: 46% #2. Education: 12% Asia Middle East & Africa* Latin America* #1. The Economy: 24% #1: Social Inequality: 24% #1. Terrorism: 19% #2. Political Unrest: 13% #1. Social Inequality: 19% Brazil #1. Education: 19% #1. Social Inequality: #1. Education: #2 Healthcare: #3 Poverty: #4 The economy: #4 Political Instability: 24% 24% 17% 11% 5% 5% 33 *The Economy Ranks: #4 in LatAm (11%) #4 in MEA (10%) Learn more at telefonica.com/millennials33
- 34. Climate Change Is A Very Pressing Concern For Millennials In Latin America_ % saying the issue of climate change is “very pressing” North America Western Europe 38% 49% 36% Central & Eastern Europe Middle East & Africa Countries most concerned: Colombia 83% Chile 72% Brazil 70% Asia 59% Latin America 44% 70% Globally, 53% of Millennials believe climate change is “very pressing” 34 Learn more at telefonica.com/millennials34
- 35. Governments Out Of Step With Millennials’ Values And Beliefs_ I believe my country’s current political system represents my values and beliefs (Showing Disagree) 63% Countries most strongly disagreeing: Italy 87% Spain 65% 31% 52% 65% 33% 32% 53% 31% 21% Czech Rep.78% Brazil 29% Global 32% 32% 35 18% Asia Middle East & Africa 33% North Latin Western Central & America America Europe Eastern Europe Strongly Disagree 23% 14% 21% 79% 41% 30% 32% 44% Somewhat Disagree Learn more at telefonica.com/millennials35
- 36. Few Believe The Economy Is On The Right Track_ About half of Brazilian Millennials believe that the global and their regional economies are on the right track Region's economy is on the right track Global economy is on the right track 65% 65% 50% 48% 44% 43% 37% 38% 34% 48% 48% 46% 33% 35% 34% 26% Global North America Latin America Western Europe Central & Eastern Europe 36 Asia Middle East & Africa Brazil Learn more at telefonica.com/millennials36
- 37. Brazilian Millennials Believe They Will Have Enough Money To Retire_ I expect to have enough money to retire comfortably I expect to have to continue working indefinitely 87% 81% 67% 61% 51% 49% 44% 39% 61% 60% 56% 40% 33% 39% 19% Global North America Latin America 13% Western Europe Central & Eastern Europe 37 Asia Middle East & Africa Brazil Learn more at telefonica.com/millennials37
- 38. And Think That Brazil’s Best Days Are Ahead_ My country's best days are ahead 78% 67% 47% Countries most positive: China 66% 41% 91% Chile 69% 81% 93% KSA 79% 90% Global North America Latin America Western Europe Central & Eastern Europe Asia Middle East & Africa Brazil Latin America 90% 72% 89% 71% 86% 56% 81% 38 Learn more at telefonica.com/millennials38
- 39. Brazilian Millennials Want To Make It To The Top Of Their Careers_ How important are the following life accomplishments to you personally? (showing % saying very and somewhat important) Making it to the top of your career 81% 94% 55% Being an entrepreneur 83% Overall findings Brazil 32% Being famous Being in politics 22% 18% 17% 39 Learn more at telefonica.com/millennials
- 40. Approximately Half Of Latin American Millennials Know Exactly Where They Want To Be In 10 Years_ How much do you agree or disagree with the following statement? I know exactly where I want to be in 10 years Strongly agree 48% 36% 26% Global 26% 21% North America Latin America Western Europe 40 21% 22% Central & Eastern Europe Asia 39% Middle East & Africa Brazil Learn more at telefonica.com/millennials
- 41. Less Religious Than Their Parents, But Open To Others’ Religious Beliefs_ 51% say they are less devout than their parents 51% are less devout than their parents 76% 80% say they are open toward other religions and beliefs outside their own say they would consider marrying someone with different religious beliefs 90% are open toward other religions 41 86% consider marrying someone with different religious beliefs Learn more at telefonica.com/millennials
- 43. Latin American Millennials Believe They Can “Make A Local Difference”_ I don't believe I can make a local difference Global North America Latin America Western Europe Central & Eastern Europe Asia MEA Brazil I believe I can make a local difference 38% 62% 18 82 18 82 41 59 44 56 50 50 33 67 20 43 80 Learn more at telefonica.com/millennials43
- 44. Believe They Can Create Political Change_ Latin America is one of the most optimistic regions One person’s participation does not make a difference Global North America Latin America Western Europe Central & Eastern Europe Asia Middle East & Africa Brazil One person’s participation does make a difference 54% 45% 40 60 42 58 55 45 69 31 63 37 40 55 37 63 44 Learn more at telefonica.com/millennials44
- 45. And Believe They Can Create Global Change_ I don’t believe I can make a global difference Global North America Latin America Western Europe Central & Eastern Europe Asia Middle East & Africa Brazil I believe I can make a global difference 60% 40% 49 51 38 71 62 29 75 25 66 34 52 48 42 58 45 Learn more at telefonica.com/millennials45
- 46. “Yes, I Can” Pockets Of Optimism In Several Key Countries_ % saying “I believe I can make a global difference”” DE 30% UK 37% RU 22% CZ 28% FR 21% US 52% TR 41% SP29% MX 68% EG 53% KSA 43% CN 27% KO 52% JP 22% IN 60% VZ 66% CO 73% PE 68% BR 58% SA 68% CL 58% 46 Globally, 40% of Millennials believe they can make a global difference Learn more at telefonica.com/millennials 46
- 48. Millennial Leaders: The Global 11% Who Will Drive Change Through Technology_ We have identified a key subgroup in the Millennial generation. Instead of traditional metrics like socioeconomic status, Millennial Leaders are defined by technology and opportunity. Millennial Leaders are found at the intersection of: “Strongly Agree” I am on the cutting-edge of technology “I believe I can make a local difference” 48 “Strongly / Somewhat Agree” I have opportunities in my country to become an entrepreneur or develop and bring an idea to market Learn more at telefonica.com/millennials48
- 49. Millennial Leaders: Where Are They In The World?_ Top 14 Bottom 13 % of country respondents that are Millennial Leaders Country % of country respondents that are Millennial Leaders Colombia 27% Germany 12% Peru 26% Israel 12% KSA 26% Argentina 10% Chile 22% Venezuela 22% Turkey 10% Egypt 8% India 22% China 7% Mexico 21% Spain 6% South Africa 20% Brazil 18% France 6% Czech Republic 6% US 16% Russia 6% Australia 15% Poland 14% Italy 4% Korea 2% Canada 13% Japan 1% UK 13% Country Global MOE Millennial Leaders 49 N Size 1,600 +/-2.5% Learn more at telefonica.com/millennials
- 50. Latin American Millennial Leaders Are The Most Career-Oriented_ How important or unimportant are each of the following life accomplishments to you personally? “Making it to the top of your career” (very important) Global North American Latin American Western European Central & Eastern European 43% 33% 71% 33% 26% 50 Asia 41% Middle East & Africa 63% Brazil 83% Learn more at telefonica.com/millennials50
- 51. Millennial Leaders: Armed With Smartphones And An Excellent Comfort With Tech_ How would you describe your personal knowledge and comfort level with technology? Brazilian Global Millennial Millennial Millennials Leaders Leaders “Excellent” 30% What kind of access do you have to the following technological devices? % say “I own it” Brazilian Global Millennial Millennial Millennials Leaders Leaders Smartphone 76% 82% 68% Laptop 74% 80% 68% Desktop 50% 66% 76% Tablet 28% 46% 39% 72% 71% 51 Learn more at telefonica.com/millennials51
- 52. Millennial Leaders: Optimistic_ How optimistic are you about your future? Global Millennials Millennial Leaders Brazilian Millennial Leaders “Very optimistic” 32% 61% 70% In general, do you think your country’s best days are ahead, or behind? Global Millennials Millennial Leaders Brazilian Millennial Leaders “My country’s best days are ahead” 67% 79% 87% Do you believe you can make a global difference? Global Millennials Millennial Leaders Brazilian Millennial Leaders “I believe I can make a global difference” 40% 74% 70% 52 Learn more at telefonica.com/millennials52
- 53. Millennial Leaders: Civically Engaged, Empowered To Drive Change Through Technology_ Technology has made me better informed about political issues in my country “Strongly agree” 67% Millennial Leaders “Strongly agree” 38% 46% 28% Global Millennials 69% Brazilian Millennial Leaders Social media plays an important role in current political events and movements in my country 60% “Strongly agree” Millennial Leaders 33% Global Millennials 63% “Strongly agree” Brazilian Millennial Leaders 53 Learn more at telefonica.com/millennials53