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Gen-narrators in the UK

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The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing.

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Gen-narrators in the UK

  1. 1. The Millennials telling a very different story about their generation INTRODUCING THE GEN-NARRATORS
  2. 2. MILLENNIALS IN 2015 “Millennials will be the largest generation in the workforce in 2015 This is the year Millennials claim their place in the global economy” Fast Company December 2014 2
  3. 3. MILLENNIALS MAKE UP ALMOST A QUARTER OF THE TOTAL UK POPULATION Gen Z 21% Millennials 22% Gen X 22% Baby Boomers 23% Silent Generation 12% Total UK population (2013) SOURCE: Source: Office for National Statistics, Population Estimates for UK, England and Wales, Scotland and Northern Ireland, Mid-2013 3
  4. 4. MILLENNIALS PURCHASING POWER IS EXPECTED TO GROW EXPONENTIALLY Source: Kit, Yarrow and O’Donnell, Jayne. Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail. 2009 4 By 2017 Millennials will have the Of any generation MOST SPENDING POWER
  5. 5. MILLENNIALS RELY ON RECOMMENDATIONS FOR THEIR PURCHASE DECISIONS Source: Talking to Strangers: Millennials Trust People over Brands, Bazaarvoice, 2012. Image: Clarissa Rossarola, Flickr Creative Commons 5 84% Millennials say Is the primary purchase influencer WORD OF MOUTH
  6. 6. BUT LET’S TALK ABOUT THE PROBLEM WITH MILLENNIALS
  7. 7. MILLENNIALS ARE LAZY
  8. 8. MILLENNIALS ARE NARCISSISTIC
  9. 9. MILLENNIALS ARE ENTITLED
  10. 10. MILLENNIALS ARE APATHETIC
  11. 11. BUT THE REAL PROBLEM WITH MILLENNIALS?
  12. 12. WE CAN’T GENERALISE A WHOLE GENERATION (1980 – 2000)
  13. 13. WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS 13
  14. 14. WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC (NOT DEMOGRAPHIC) 14
  15. 15. METHODOLOGY We started off with a large-scale quantitative research study. We surveyed 22,540 UK internet users to find out how This produced some very interesting findings to show us what our sub segment of Millennials do differently to other Millennials – or other generations. But it didn’t tell us why. In order to find out why, we recruited a select panel of 32 influential Millennials to let us into their lives and uncover the reasons behind their behaviour and media consumption. 15
  16. 16. A SPECIFIC BRAND OF INFLUENTIAL MILLENNIALS STOOD OUT & FOUND US Our sub-segment of Millennials are defined by: •  Their topics of interest (technology, politics, business, finance, environment) •  Their ability to influence (they must regularly be asked for their opinion on above topics) •  Their ability to share (they must be vocal online about above topics) 16
  17. 17. WE CALL THESE INFLUENTIAL MILLENNIALS THE GEN-NARRATORS 17 They tell a very About their generation DIFFERENT STORY
  18. 18. GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014 18 1% 19% 80% AMPLIFIERS GEN-NARRATORS FOLLOWERS
  19. 19. GEN-NARRATORS ARE NOT LAZY 19
  20. 20. GEN-NARRATORS ARE NOT NARCISSISTIC 20
  21. 21. GEN-NARRATORS ARE NOT ENTITLED 21
  22. 22. GEN-NARRATORS ARE NOT APATHETIC 22
  23. 23. NOT ONLY DO THEY CONSUME MORE NEWS MEDIA ONLINE Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014 23 77% 66% 55% 44% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Gen-narrators Millennials Generation X Baby Boomers Percentageuseofonlinenews
  24. 24. 30% OF GEN-NARRATORS SPEND OVER AN HOUR A DAY READING ONLINE NEWS MEDIA Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014 24 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Baby Boomers Generation X Millennials Gen-narrators Do not use Less than 1 hour 1-3 hours 3-6 hours More than 6 hours
  25. 25. THEY EVEN CONSUME MORE PHYSICAL (PRINT) MEDIA Source: GlobalWebIndex, UK data, time spent reading physical press, Q1, Q2, Q3 2014 25 77% 67% 61% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Gen-narrators Millennials Generation X Baby Boomers Percentageuseofonlinenews
  26. 26. WE FOUND A DIRECT CORRELATION BETWEEN ONLINE MEDIA CONSUMPTION AND BRAND ENGAGEMENT 30 40 50 60 70 80 90 100 30 40 50 60 70 80 90 100 Percentagewhoregularlyengagewith brandsonline Percentage who regularly consume online print/press Source: GlobalWebIndex, UK data, time spent reading online print/press & brand activation, Q1– Q3 2014 26 Gen-narrators Millennials Gen X Boomers
  27. 27. GEN-NARRATORS ARE MUCH MORE LIKELY TO LEAVE REVIEWS Source: GlobalWebIndex, UK data, Brand activation, Interactions in past month, Left feedback/review on brand website, Q1, Q2, Q3 2014 27 19% 9% 10% 11% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Gen-narrators Millennials Generation X Baby Boomers Percentageuseofonlinenews
  28. 28. GEN-NARRATORS REGULARLY TALK TO THEIR FRIENDS ABOUT NEW BRANDS AND PRODUCTS Source: GlobalWebIndex, UK data, self perceptions – agree that ‘I regularly inform friends and family on new products/services’, Q1, Q2, Q3 2014 28 64% 54% 46% 32% 0% 10% 20% 30% 40% 50% 60% 70% Gen-narrators Millennials Generation X Baby Boomers Percentageuseofonlinenews
  29. 29. WE IDENTIFIED 7 STANDOUT TRAITS OF GEN-NARRATORS 29
  30. 30. 1. GEN-NARRATORS ARE FACT FINDERS
  31. 31. GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES Source: Good Rebels Crowd research panel, UK, Activity 1: Which of these online publications do you trust the most?, January 2015 90% of ‘most trusted’ online sources were traditional
  32. 32. WHO DO YOU TRUST TO GIVE YOU THE FACTS? Source: Good Rebels Crowd research panel, UK, January 2015 32 “I consider traditional media like BBC and Guardian good sources because of the established roots and strong brand” “I think more professional outlets have greater reputations for fact checking”
  33. 33. CASE STUDY: CHARLIE HEBDO ATTACKS Source: Good Rebels Crowd research panel, UK, Forum discussion, January 2015 33 “I saw a few videos pop up on Facebook, however I did turn to the TV for more info”
  34. 34. 2. GEN-NARRATORS ARE CULTURAL DJS
  35. 35. GEN-NARRATORS REALLY VALUE THE INTERNET FOR SHARING CONTENT Source: GlobalWebIndex, UK data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014 35 36% 23% 15% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% Gen-narrators Millennials Generation X Baby Boomers Percentagewhosaytheinternet is‘veryimportant’forsharing content
  36. 36. “THE CURATING POT” BY ANNA Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015 36
  37. 37. 3. GEN-NARRATORS ARE PLATFORM JUGGLERS
  38. 38. 2014 SAW A 30% INCREASE IN AGGREGATOR USE AMONGST GEN-NARRATORS Source: GlobalWebIndex, UK data, internet activities online, have used aggregator in last month, Q1 2014 – Q4 2014 38 0% 5% 10% 15% 20% 25% 30% 35% 40% Q1 2014 Q2 2014 Q3 2014 Q4 2014 Regularaggregatorusage
  39. 39. “ANY DEVICE, ANY APP, ANYWHERE” BY TOBY Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015 39
  40. 40. SOCIAL MEDIA Discovery Communication Connecting Facts Truth Depth TRADITIONAL MEDIA
  41. 41. 4. GEN-NARRATORS ARE PERSONAL BRAND MANAGERS
  42. 42. GEN-NARRATORS ARE MORE LIKELY TO WANT TO STAND OUT IN A CROWD Source: GlobalWebIndex, UK data, attitudes and lifestyle, self perceptions, Q1– Q3 2014 42 49% 37% 25% 8% 0% 10% 20% 30% 40% 50% 60% Gen-narrators Millennials Generation X Baby Boomers Percentagewholiketostandout inacrowd
  43. 43. “THE IRON THRONE” BY SAM Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015 43
  44. 44. 5. GEN-NARRATORS ARE DELIBERATE DEBATERS
  45. 45. GEN-NARRATORS HIGHLY VALUE THE INTERNET FOR CHANGING OTHER PEOPLE’S OPINIONS Source: GlobalWebIndex, UK data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014 45 67% 53% 39% 22% 0% 10% 20% 30% 40% 50% 60% 70% Gen-narrators Millennials Generation X Baby Boomers Percentagewhobelievethe internetisimportantforchanging otherpeople’sopinions
  46. 46. WHO DO YOU TRUST TO GIVE YOU THE FACTS? Source: Good Rebels Crowd research panel, UK, Forums, January 2015 46 “I don't like to get involved with internet trolls as they are just a waste of time and energy but I have had some of the most stimulating and intellectual debates with 'strangers' online.” “I am particularly passionate about the internet, I believe it to be an immensely powerful tool that can be used to radically change societies on a global level.”
  47. 47. 6. GEN-NARRATORS ARE AUTHENTIC INFLUENCERS
  48. 48. GEN-NARRATORS LOVE TO POST THEIR OPINIONS ABOUT PRODUCTS Source: GlobalWebIndex, UK data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014 48 90% 62% 49% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Gen-narrators Millennials Generation X Baby Boomers Regularlypostopinionsabout productsorservicesonline
  49. 49. HOW DO YOU INFLUENCE? Source: Good Rebels Crowd research panel, UK, Forums, January 2015 49 “(with my) YouTube channel I’m in a position where I could mislead for potential self gain but I don't, I like to educate and share knowledge not abuse my identity.”
  50. 50. 7. GEN-NARRATORS ARE INTELLIGENT ADVOCATES
  51. 51. GEN-NARRATORS ARE MORE LIKELY TO ADVOCATE A BRAND SIMPLY FOR THE LOVE OF IT (FOR FREE) Source: GlobalWebIndex, UK data, Marketing implications, Brand activation, ‘What would most motivate you to promote your favourite brand online?’, Q1, Q2, Q3 2014 51 43% 33% 27% 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Gen-narrators Millennials Generation X Baby Boomers Motivationsforpromotingbrands online–‘loveforthebrand’
  52. 52. EVELYN’S ECO BEAUTY BLOG Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015 52
  53. 53. [PLACEHOLDER FOR GLOBAL OVERVIEW] What’s unique about UK Gen-narrators? How do they differ globally? 53
  54. 54. WHAT DOES THIS ALL MEAN? WHAT CAN YOU DO ABOUT IT?
  55. 55. GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014 55 1% 19% 80% AMPLIFIERS GEN-NARRATORS FOLLOWERS
  56. 56. THERE ARE DIFFERENT INFLUENCE LEVELS AMONGST MILLENNIALS 56 •  Huge audience •  High popularity •  Viral potential •  Mainstream •  Pay in cash •  e.g. YouTube stars •  Focused audience •  Specialists •  Interest networks •  Pay in knowledge •  e.g. tech blogger •  Well connected •  Consumers •  Share opinions with close network •  e.g. everyone else AMPLIFIERS GEN-NARRATORS FOLLOWERS
  57. 57. AMPLIFIERS ARE THE CELEBRITY INFLUENCERS. THEY SHOUT LOUDER. Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014 57 1% 19% 80% AMPLIFIERS GEN-NARRATORS FOLLOWERS
  58. 58. GENERATORS ARE THE AUTHORITIES. THEY CUT DEEPER. Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014 58 1% 19% 80% AMPLIFIERS GEN-NARRATORS FOLLOWERS
  59. 59. AMPLIFIERS Reach Popularity Virality Short-term Blast Depth Credibility Authenticity Long-term Knowledge GEN-NARRATORS
  60. 60. HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY 60 Meet their Build their authority THIRST FOR KNOWLEDGE
  61. 61. ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT 61 Provide a For them to debate SAFE AND FOCUSED SPACE
  62. 62. ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS 62 Give them a That boosts their brand REASON TO RECOMMEND
  63. 63. GEN-NARRATORS ARE KEEN AND EAGER TO GET INVOLVED 63 Above all they want to To intelligent conversations ADD VALUE AND CONTRIBUTE
  64. 64. THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS 64 Because they are Your messages will spread TRUSTED CURATORS
  65. 65. GEN-NARRATORS HAVE A LOT OF POWER TO HARNESS 65 They are For the right reasons ACTIVE AND ENERGETIC

The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing.

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