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Tmre trend report millennia_mobiledigital--pulplab-11.12.12


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Tmre trend report millennia_mobiledigital--pulplab-11.12.12

  1. 1. TrendReport: Millennial Usage of Mobile & Digital TechnologyNOVEMBER 12, 2012Kate Pawlicki, Pulp Lab @pulplab #TMRE 646-820-7857
  2. 2. TrendReport Millennial Usage of Mobile & Digital Technology Three Macro Trends Alone Together Isolation, Sharing, New “Hangouts” Options (not “obligations”) Micro-coordination, Anonymity Confidence and Control Consumption, Connection, Creation Key Theme “Use what is dominant in a culture to change it quickly” 22
  3. 3. USE WHAT IS DOMINANT IN A CULTURE TO CHANGE IT QUICKLY “When the power goes out its now normal to reach first for a cell phone, not a candle, both for the light and for the comfort of knowing youre not alone.” — Joe Coscarell, New York Magazine, “Hurricane Sandy: A Perfect Social Media Storm”3 Source:: Image: BuzzFeed; Headline quote: Jenny Holzer, American Neo-Conceptualist artist; New York Magazine, 10/30/12
  4. 4. ALONE TOGETHER: ISOLATION “We were kind of “It was very “You had to make sad when the lights ‘Downton Abbey’” plans and stick with went on. It was them… it felt so old- really nice to be here school, like we were talking with people.” back in 1998.” The virtual campfire of social media counters the isolation of being evacuated, quarantined, and cut off from all transit by hosting a congregation of common experience. “My battery is dying and I have no electricity. I guess this is my last post. Over and out." — Facebook friend4 Source:: Facebook; New York Times,;, 10/30/12
  5. 5. ALONE TOGETHER: ISOLATION “It’s hard to know how to act around people now because the only thing kids know is how to act on Facebook.” — Phil Gibson, a sophomore at University of San Francisco Social media sites themselves may be the biggest cause of loneliness among young people today. These kids have grown up barely experiencing friendship without an online component, and that element actually detracts from rather than supplements their real human interaction. The average teen has never met a quarter of their Facebook friends. Source:: Image:;, 10/23/12; Stephen Marche, “Is Facebook Making Us Lonely”; Andy Braner. “Alone: Finding Connection in a Lonely World”5
  6. 6. ALONE TOGETHER: SHARING Social Media has changed the way people communicate – and eat.  47% of 18-32 year olds tweet or text during a meal 66 Source::;, 8/3/12; Pew Research Center 2012
  7. 7. ALONE TOGETHER: SHARING Mega-disaster of Hurricane Sandy = Mega-success for Social Media The simultaneous rise and ubiquity of Twitter, YouTube, and The YouTube Instagram, along with the endless account Citizen Tube churn of the 24-hour news cycle has a playlist of videos — combined to create another aggregated hybrid vortex in which the from an array of sources virtual community that track the destruction in experienced the storm Sandys path. both in seclusion and all together. We all watched through our screens first, interacting all the while, and out the window “” second. follows hashtags from Instagram users experiencing Hurricane Sandy.7
  8. 8. ALONE TOGETHER: INSTAGRAM’S “COMING OF AGE" Instagram recently set a record for most-photographed event with Hurricane Sandy with 1.3 million pictures posted. The mix of mobile entertainment and utility makes Instagram such a social force for major events–both celebrations and emergencies. It’s a visual Twitter. #Frankenstorm #Sandy Time Magazine used Instagram Instagrams chief executive officer Kevin Systrom told the Associated Press that as the primary outlet for breaking about 10 pictures per second were being uploaded to Instagram with the news coverage on Sandy, stating hashtag #sandy. “It was about how quickly can we get pictures to our readers.”8 Source:: Mashaable,11/5/2012; Forbes,, “Why Time Magazine Used Instagram to Cover Hurricane Sandy” 11/01/2012
  9. 9. ALONE TOGETHER: DIGITAL SLANG The Hashtag is the new URL. Popularized on Twitter as a way for users to organize and search messages. But has become a new You’re just as likely to see a hashtag as a URL cultural shorthand. on screen at the end of a movie trailer. The hashtag can be a joke about itself, as when the HBO’s Lena Dunham tweets, “What’s my place in it all? #questionsevenmymomcantanswer” It’s a metajoke about metadata. “Hashtag rap” appears in many incarnations, but there are three main ingredients: a metaphor, a pause, and a one-word punch line, often placed at the end of a rhyme. “ “Swimming in the money, come and DOOM album Twitter username or a hashtag version of names for easy find me - Nemo" searching on Twitter. 9 Source:: “A Brief History of Hashtag Rap”. Houston Press, 2011; Julia Turner, NYT Magazine, November 2, 2012
  10. 10. ALONE TOGETHER: DIGITAL SLANG Internet culture is currently a subset, but as it grows it will be indistinguishable from popular culture. “Sup” “HMU LTR” “Whr R U @? ” “KK” LOLwork on Bravo goes deep into the headquarters of I Can Has Cheezburger? and tracks the lives of the people behind the site, which aims to make the “world laugh for five minutes a day.”10 Source::; ; Bravo
  11. 11. ALONE TOGETHER: NEW “HANGOUTS”, a free insta-therapy website, where users upload their misunderstood text conversations and receive immediate feedback and critique of their relationships and/or hookups. Based on what is displayed, the panel can vote from three choices -- "Hes Into You," "Hes Not Into You," "Verdict is Still Out" -- thus making a quick diagnosis on the state of The Confuseds relationship. Additionally, the panel can post comments below the uploaded text messages, and you can ask the sites Bros -- Mason, Ben, Tim, Chris, Brian -- for advice.11 Source::; HoustonPress
  12. 12. ALONE TOGETHER: NEW “HANGOUTS” Social Media Explained (with Donuts)12 Source::
  13. 13. OPTIONS (NOT OBLIGATIONS): ANONYMITYMillennials are healthily blasé and selective about tech, and hyper-aware about their onlineactivities and privacy.  Millennials trust anonymous consumers. 44% of Millennials are more likely to trust experienced consumers (who happen to be The beauty of Facebook, the strangers). source of its power, is that it enables us to be social while  51% of Millennials say consumer opinions found on sparing us the embarrassing a company’s website have a greater impact on reality of society. . .” purchase decisions than recommendations from family and friends. — Stephen Marche, The Atlantic, “Is Facebook Making Us Lonely?”  Millennials are 3x as likely to turn to social to get opinions on products to buy. They’re on the hunt for feedback from experts and people with common interests – not just personal connections.  For a brand, that means creating engaging content for Millennials to consume and share with friends; offering ways for them to share their opinions on your brand; and making it easy for them to find "expert" opinions on your products. Facebook backlash13 Source:: The Atlantic; Kelton Research 2011
  14. 14. OPTIONS (NOT OBLIGATIONS): MICRO-COORDINATION The nuance of social etiquette has been influenced by mobile phones – it is now easier to make and break plans.  “sry gotta bail  75% of Millennials have their mobile mayb nxt tme” device glued to their hand as a personal assistant  Ability to change plans or fluidly manage plans  Don’t have to pick a place or time in advance – it all happens in real-time. o For brands: Geo-targeting your mobile message is an imperative.  60% of Millennial women now spend more than an hour of their leisure time on their mobile device daily.14 Source:: June 2012; Caroline Tell, The New York Times, 10/26/12
  15. 15. CONFIDENCE AND CONTROL: CONSUMPTION Shoppers between 18 to 29 years old are the fastest-growing luxury consumer segment. In 2011, they spent 31% more on luxury purchases than they did the year before, and they did it at full price.  Millennials scrutinize brands and offer allegiance only to those whose premium price-points are justified. Despite the fact that those ages 18 to 29 have a high unemployment rate, at 12.4%, and those with  They see luxury value as a derivative of how many college degrees are the most indebted graduates in people want something, whether they can afford history, Millennials are positive about the economy it or not. (i.e. “inclusive exclusivity”) and their futures. 88% of those ages 18 to 34 say they either earn enough money now or expect they  They demand to know the origin of luxury will in the future. products — where was it made, how, and by whom? Superior quality, craftsmanship, and design are the top three attributes that define luxury to Millennials.15 Source:: “How Luxury Brands Can Prepare for Affluent Millennials” April 2012; Pew Research Center "Young, Underemployed and Optimistic“ February 2012
  16. 16. CONFIDENCE AND CONTROL: CONNECTION More than any previous generation, Millennials are:  More likely to have friends, colleagues and connections around the world.  Less likely to be defined by their ethnicity, gender and socioeconomic status.  Less likely to blindly accept the information provided by any single source.  More likely to consult multiple sources of information when making decisions. o Switch media 27 times/HOUR o Take devices room to room at home o Can pick up a story at various points, with different media o Prefer texting to talking  Use media to regulate mood16 Source:: Image:; Digital Natives: , Time, Inc. 2012
  17. 17. CONFIDENCE AND CONTROL: CREATION Mobile apps and content creation Taken By Trees recently premiered a music video for her track "Large." Directed by Ariel Rechtshaid, the clip was shot entirely on an iPad in Los Angeles (even going to far as to use an app called "Action Movie FX" to blow up Bergsman in an explosion. Micro-Video production // Instagram-like Mobile App “Viddy” Taken By Trees - “Large” Video Filmed Entirely on an iPad17 Source:: Under the Radar, Oct 8, 2012; Hypebeast 10/12
  18. 18. CONFIDENCE AND CONTROL: CREATION Masters of customization and self- expression, this generation has taken the indie and do-it-yourself (DIY) movements and run with them. “I Still Love New York” Sandy Relief T-shirt are being sold for $40 each with all of the profit from sales going to Sandy relief programs. And hundreds are still scooping them up like auctioned art in a social-media-fueled frenzy. “In this very retail-driven city, shopping reinforces a sense of community. It puts people in very good spirits because they’ve got some sensory contact again.”18 Source:: New York Times, November 5, 2012;
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