Millennials & Gen Z - Media consumption

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Entre tradition et réinvention des usages media de la Gen Z :

Nous constatons un renforcement chez les plus jeunes de certaines tendances média déjà présentes chez les Millennials. Voilà quelques points commun avec une logique de curseur plus ou moins prononcée selon les générations.

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Millennials & Gen Z - Media consumption

  1. 1. Media consumption of millennials
  2. 2. NEWSPAPERSMAGAZINESTV INTERNET SOCIAL NETWORKS VIDEO ET MUSIQUE ONLINE RADIOOOHCINEMA FORT 25% ind. 80 26% ind. 67 30% ind. 80 47% ind. 166 45% ind. 194 46% ind. 185 24% ind. 128 32% ind. 107 20% ind. 175 MOYEN 31% ind. 90 18% ind. 93 20% ind. 110 32% ind. 114 31% ind. 134 36% ind. 150 21% ind. 120 31% ind. 103 29% ind. 96 FAIBLE 38% ind. 127 52% ind. 133 43% ind. 116 17% ind. 57 15% ind. 65 27% ind. 105 27% ind. 98 28% ind. 93 38% ind. 116 * SIMM TGI, ensemble population, octobre 2015 Logically, digital is the key touchpoint
  3. 3. 28% ind. 174 20% ind. 204 18% ind. 214 MUSIC 46% ind. 112 MUSIC AND VIDEO 52% ind. 110 28% ind. 104 12% ind. 111 40% ind. 103 33% ind. 101 21% ind. 130 SERVICES SOCIAL ACTION/ADVENTURE 26% ind. 140 FANTASTIC 13% ind. 160 SCIENCE FICTION 9% ind. 147 ESCAPE * SIMM TGI, ensemble population, octobre 2015 The unmissable platforms and contents
  4. 4. 63% of Millenials use social networks everyday at least for 2 hours * Médiamétrie 2015 Worldwide, Millenials use their smartphone 3,2 hours a day / 2,2 hours a day in France . SMARTPHONE : A MULTITASKING CRITICAL TOOL SOCIAL NETWORKS BEYOND FACEBOOK 76% 33% 24% 18% Connected all day long
  5. 5. Millenials are the biggest consumers of online videos (2 hours a day). The smartphone makes easier the consumption of attractive short programmes. Enjoy Phoenix - « 4 masques visage maison » 1 536 724 vues Norman - « Luigi Clash Mario » 44 876 957 vues * Médiamétrie 2015 The power of videos
  6. 6. TV : LIVE AND REPLAYCINEMA : A PRIORITY RADIO : MUSIC FIRST For Millennials, cinema is still a way to escape from home and meet some friends. Multiscreeens makes easier « the TV I want, where I want, when I want ». For Millennials, radio is the first media to discover music. Some traditional media remain important but ways of consumption evolve
  7. 7. 55% ind. 116 51% ind. 116 56% ind. 126 34% ind. 145 * SIMM TGI, filtre 22-35 ans, octobre 2015 21% ind. 85 16% ind. 79 48% ind. 103 45% ind. 101 42% ind. 95 20% ind. 85 26% ind. 106 22% ind. 111 39% ind. 83 35% ind. 80 35% ind. 79 16% ind. 67 29% ind. 114 25% ind. 127 Life steps Average age Start university Move out of parental home Move in with partner Birth of the first child 22 y.o. 26 y.o. 31 y.o. 33 y.o. Amongst millennials, differences according to lifecycles
  8. 8. STRONGEST MEDIAS: ind 270 ind 215 WEAKEST MEDIAS: Ind 138 Ind 188 Millennials Generation Z STRONGEST MEDIAS: Ind 112 Ind 110 WEAKEST MEDIAS: Ind 116 Ind 127 * TGI - June December 2015 Media trends are the same with gen z Just more pronounced
  9. 9. Beyond the figures…
  10. 10. New connection moment approach
  11. 11. * ComeScore Media Metrix 2015 For years, marketers have fought hard to own the 5pm Golden Hour BUT For Millennials, the traditional 9 - to - 5 no longer exists. Rather small bursts of leisure intermittently throughout the day, especially with their smartphones = « micro leisures ». From golden hour to micro leisure
  12. 12. New ways to talk to them
  13. 13. Buzzfeed : mix and match of topics BuzzFeed’s in-house creative team works with brands to create editorial content designed for sharing. Content ranges from humor to inspirational, and comes in various formats like quizzes, infographics and cinemagraphs. ➔ + 200 millions monthly uniques ➔ 50% are 18-34 years old ➔ 75% of the traffic comes from social sources ➔ Emotion is the gateway to articles ➔ Reactions emoji buttons
  14. 14. ➔ Launching a magazine while press is at its lower ➔ News from a quirky angle Society : twisted topics
  15. 15. Vice : hacked topics VICE covers global news, culture, art, and music aims in an immersive, unique way that reaches trendsetting millennials. The magazine and website’s frank and poignant articles provide a new model for media by combining video reportage from warzones with coverage from a range of subjects important to young audiences.
  16. 16. Evolution in social media
  17. 17. Facebook, twitter, youtube are the new abs, cbs, nbc… We moved from the search engine gateway to the timeline gateway
  18. 18. Make the world beautiful Instagram, the most inspiring social network Millenials and GenEdge now want visuals and not text. They want nice pictures that illustrate the philosophy of a brand and not an ad. They want to be able to scroll fast, discover new content every day, find out about the next trends, being part of a community and this is what Instagram offers: a beautiful visual world. * « Coming of Age on Screens », Crowd DNA 2014
  19. 19. The power of fun and instantaneity Snapchat, the funniest social network The social network is acclaimed by Millenials and GenEdge : they share glimpses of their daily lives with a limited circle of close friends (they have less friends on the app than on Facebook) and they spend a lot of time on it. They love the fact that they can instantly - and easily - modify their appearance, add effects, emoji's …
  20. 20. Suprême clothing x Snapchat The New York skate brand is an example of a brand using Snapchat to promote ‘snap sales’. Alerts are sent via Snapchat, letting people know that there is a sale on there and then, resulting in a rush to store.
  21. 21. Services first
  22. 22. Best brands facilitate people’s life ! Services and usefull apps omnipresence
  23. 23. Thank you ! Contacts : laurent.capion@smvgroup.com marine.lemetayer@smvgroup.com

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