For years, both publishers and marketers have targeted audiences based on demographics. A new research report, co-produced by Insider Inc. and Digitas, rethinks this traditional approach. Learn how Insider Inc. has refocused attention away from Millennials and uncovered a more action-minded segment who are truly driving engagement and disruption: The Transformists.
PRESENTER
Jennifer Tonti, Director of Research, Insider, Inc.
3. 3
28M+
learn how to make smarter
investment decisions
500K likes, comments, shares
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get their arms around
the iPhone X
37M+
indulge their
cheese cravings
We helped….
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We are living in the most
intelligent marketing era in
history.
Marketers continue to focus on
an ambiguous, hard-to-pinpoint,
overhyped group.
And yet…
7. 7
“This is not a target – it’s
a family reunion.”
– David Cohen, CEO Magna
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It’s time to bust the
Myth of the Millennial
• 80 million +
• Born between 1981 and 1996
(ages 22 to 37 in 2018)
Too large and varied a cohort to
effectively target
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We set out on a journey…
To locate and understand a more
meaningful target—one based around
mindset—and not a demographic
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Here’s how we did it:
Qualitative
phase
• Mini-groups
• In-Home ethnographies
Quantitativ
e survey
• 1,600 US digital-forward news &
information seekers, age 18-54
• Factor analysis segmentation
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image
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Meet the Transformists
38M people united by a
mindset
•Majority Millennial, but reach Gen Xers and
even Boomers
•Shaped by our rapidly-evolving digital world
•Passionate, ambitious, and restless
•See themselves as change agents
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Voracious Learners
• Read 2-3X more info sources
• 2X more likely to take a class
• Consult a variety of sources before
making up their mind
“I try to gather as much information as possible.
If I read other people’s reviews, I can formulate
my own opinion.”
(as compared to non-Transformists)
15. 15
Deliberate Doers
• 2x more likely to act on the content they
consume—sharing it, making decisions,
applying it to their everyday life
• 4X more likely to agree “I generally apply
the information I learn to the way I live”
“I figure out what it is I want to do, I research,
and then I put those plans and steps into
motion.”
16. 16
Unapologetically
Ambitious and
Adventurous• 60% strongly agree “I am always striving
to advance my career”
• 94% “I am more curious than most people”
• 97% “I like trying new and different
experiences”
• 95% “I like trying new brands”
“Travel is important to who I am as well – it’s
shaped my experiences, it’s shaped who I am”
17. 17
Inspirational Idealists
• 2X more likely to volunteer, donate
recycle
• 9 in 10 expect companies to conduct
business in an ethical manner
• 61% agree “I am more likely to buy a
product if part of the proceeds goes to
a cause I care about”
“When I hear about a brand that does good in
the community, I’m more likely to support them.”
18. 18
Brand Loyal – With an
Asterisk
• 1 in 2 strongly agree “When I find a
brand I like, I stick to it”
• 54% agree “If a product is made by a
company I trust, I’ll buy it even if it is
slightly more expensive”
“For me, brand loyalty depends a lot on
experience. If I've had good experiences with
companies, I stay loyal to them.”
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As Influential as
Influenced
• More likely to buy a product if:
o A friend recommends
o Read an article or see an ad in a
favorite info source
• “People usually ask my opinion about
new products/devices/services”
“I have [travel] influencers that I like to follow,
so if they post something, I'll do my own
research to figure out if I want to pursue that.”
20. 20
• Higher income, more diverse
• Fly-over states as well as coastal
• Represent political spectrum
• Have more, diverse interests
• Adventurous, yet deliberate planners
• Opinionated
• Live life intentionally
• More mobile & social
• Podcast subscribers
• TV program streamers, but not cord-cutters
Transformists stand out…
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Why do Transformists
matter?
• Read & Research
• Go / Do / Buy
• Influence
38M people who...
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• Hyper-digital (mobile, social)
• Offer a quality content that will
inform and inspire them
Transformists
are…
Publishers
should…
• Relentlessly ambitious
• Researchers & influencers
• Curious and open to taking risks
• As demanding of everyone as
they are of themselves
• Demonstrate that your values align with
theirs
• Be everywhere where they are
• Find smart ways to help them achieve
their goals
• Indulge them in adventure, discovery
and wonder
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Methodology Deep-Dive
FACTOR ANALYSIS
among info seekers uncovered a
natural clustering of attitudinals creating
three factor groupings
GEN POP
(Approx 156 Million 18-54s)
INFO-SEEKERS
(seek out info 1+x/wk =
83% of 18-54 US Pop = 129 Million)
Success-Driven Values
Achievement oriented and
determination for career
advancement.
Intellectual & Physical
Adventurism
Curious, up-to-date, outgoing, ,
risk-takers, active, adventurous
go-to influence on others.
Ethical Consideration
Others-focused, expect the best
from self and others, striving for
self-improvement, loyal,
informed.
3 KEY FACTORS
A cluster analysis using the
three Factors and our measure
of information-action behaviors
revealed the Transformists
+ TAKING ACTION
ON INFORMATION
Factor Analysis of a nationally representative quantitative sample of over 1,500 people, with a focus on
information-seeking {seek out information/content across a detailed list of topics weekly +} consumers, revealed three
naturally-occurring factors that – along with a measure of propensity to take action on content – defined a distinct
audience 38 million strong.
My name is Jennifer Tonti, Director of Research for Insider Inc.
VO
For those not familiar, Insider Inc. is a parent brand launched January 2018. Will act as an umbrella brand (think Vox, Discovery) for our current collection of media properties
Some of which you know (BI) or new (INSIDER, 2 yo)
Insider Inc. umbrella represents the consistent approach to storytelling that has become our hallmark
Even though our brands may be distinct, they ALL share an editorial voice and an audience of smart people who are ambitious, curious, and energized by the rapidly transforming digital world around us
VO
We know this not only because content they’re reading and watching, but how they’re acting on the information they’re consuming
Insider Inc. umbrella represents the consistent approach to storytelling that has become our hallmark
We have content that fuels passions and inspires action among Transformists
VO: We know how we capture this audience’s attention
Our editors, producers, and writers know what our audience wants because we are them
We cover topics that our readers love by telling stories that inform and inspire them in fast, fun, interesting ways
We focus on understanding what matters most to our audience, then we chase down the most interesting and impactful information about those topics
VO
Even thought we have an enormously engaged readership, we still didn’t understand who they were at a deeper level
I came on last October, and with any new position, job #1 understand our audience at a deeper level than what third or even first party research was telling us
Which was: BI more male, a little older; INSIDER female, a little younger
Basically, across all properties: Millennials, who are defined as A22-37
VO
Where an abundance of data can help us target audiences
Where technology has allowed us to zero in on them
VO
http://bit.ly/2s7fExx (Magna CEO’s quote on A18-49)
Insane to target just on an age and expect that to be effective
At the same time, we’re hearing from marketers (Ad Perceptions) want to focus on Millennials -- an ambiguous, hard-to-pinpoint, overhyped group
PROMPT: Who here is hearing this from their client and brand partners?
VO
Attributing the success of our content to an audience defined purely by age didn’t add up
In no way are 83M people all looking and acting the same
Different life stages
PROMPT: who’s a Millennial, then ask who just graduated from college, who just bought a house
VO
BTW: This is just a smattering of headlines just in the past month
VO
When marketers and publishers alike talk about this group, they’re conflating characteristics that are more appropriate for a mindset, and aren’t necessarily indicative of an entire demographic
Positive misconceptions are just as dangerous as the negatives
Because they grew up in digital era, assume they’re comfortable finding and engaging with brands anywhere; BUT not all Millennials engage with brands
BIGGEST MISCONCEPTION that they are all Influential change agents of culture
We want to focus in on the attributes that are most actionable, and find the target that embodies those
VO
Consensus in the market: My counterpart at Buzzfeed, Ed Wong, recently did a study on readers and adulthood—different subject, same takeaway: “we need to pivot away from demographics to understand current mindsets & behaviors”
Our focus IS NOT on pursuing yet another demographically-led, Millennial-focused study that keeps us rooted in the status quo and not in alignment with making progress
Our focus IS on pursuing our understanding of the most influential and action-oriented audience in generations – who are driving transformation through their work, purchases, behaviors, ideas, conversations and much more
Had a hypothesis – academic exercise to prove the target exists
VO
In partnership with Digitas, because they wanted as much as we did to understand today’s consumer
We conducted a robust research project talking to a nationally-representative sample of digital-forward information seekers
Two phases give us a 360 degree view of the cohort (segmentation) + sizing
Not completely self-serving, but with hope will describe a percentage of our readership
[Why A18-54] Knew that they were potentially older than strict definition of Millennials but not likely to stretch much more into post-Boomer; and wanted digital-forward info seekers because will be investigating that behavior closely.
Questions about methodology: factor analysis segmentation (send them to Jennifer Tonti)
VO
Lean into technology as a tool to help them transform information into action to make their lives better
Constantly seeking for ways to improve their career, their personal lives and the world around them
Their relentless self-motivation drives their behaviors
And because their defining qualities are evergreen, these consumers have always existed and will continue to get bigger
Technology has made it easier for us to find them; tech has made them more effective and efficient at reaching their goals
VO
HERE ARE SIX OVERARCHING CHARACTERISTICS
Natural triangulators, verifier and fact-checkers, Transformists constantly seek out information on multiple sources across many topics to formulate their own point of view
Everything from articles to the best places to eat when they’re traveling, or the most off-the-beaten-path locations
VO
There is an expectation that with all the media choices out there, consumers today are unfocused
But Transformists are laser-focused. They set goals and look for people, brands, etc. that can help them achieve them
Manage their finances, be a better parent
VO
They are constantly, restlessly seeking ways to improve their career and their understanding of the world
And they’re always up for an adventure, and sometimes that includes trying new places, or even new brands
That’s in part because they’re constantly innovating, iterating and improving on themselves and the world around them
VO
NOT THE ME GENERATION, but focused on betterment of the world around them
Transformists are more likely to donate to causes and volunteer, ride a bike rather than drive, or bring reusable bags to the grocery store
They’re optimists who believe that they can change the world for the better, and they also demand good citizenship from the brands they choose
More likely to care about products and companies that are value-driven and have a strong mission
VO
They live by their values—and brands that speak to them can benefit strongly from their loyalty
Transformists also require a lot of information from brands before they’re willing to risk an investment
However, they expect that brands deliver on their promises
VO
Constant triangulation means they’re looking to every source for input; this includes people
They’re also likely to be doling out recommendations to their friends & family because they are so in-the-know
BEWARE: because of their influencer status they are extra selective about the brands they align themselves with
VO
We all know this person
REMEMBER: age wasn’t the driver, it was their mindset
PROMPT How many of you are Transformists?
VO
This is a group of people who don’t need their hands held
They’re self-motivated information seekers who are using information to propel them forward in life and influence the world around them
In broadly studying news and information consumers and their needs, rather than an age, found a cohort is ultimately more powerful
This is how we’ll talk to brand partners, but understand how to create content that speaks to our readership
And icing on the cake is that we have a lot of them