This document explores the media habits and behaviors of influential millennials in 2015, emphasizing the emergence of 'gen-narrators' who play a vital role in shaping opinions online. The research identifies key traits of these millennials, including their reliance on traditional media for credibility and their active engagement in creating and sharing content. It also highlights the correlation between their online media consumption and brand engagement, suggesting strategies for leveraging their influence effectively.

1. A global research project exploring the media habits, attitudes and
behaviours of influential Millennials in 2015 - Global findings and data
INTRODUCING THE
GEN-NARRATORS
AUGUST 2015

2. “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, 2014)

3. By 2017 Millennials will have
THE MOST SPENDING POWER
of any generation.

4. MILLENNIALS ARE… MISUNDERSTOOD
Source: Bloom Worldwide
4

5. AND MISUNDERSTOOD BY OUR INDUSTRY
“We naturally trust the
BBC, the New York Times
or the Guardian.
But younger people,
Millennials, don’t
naturally feel that way.
If they see something
on Buzzfeed or Vice,
or watching Periscope,
the way they react to
it is very different.”
Martin Sorrell
Source: http://www.theguardian.com/media/2015/jun/29/sir-martin-sorrell-traditional-media-too-stuffy-for-young-digital-readers / Bloom Worldwide
5

6. WE STARTED WITH TWO HYPOTHESIS
! NOT ALL MILLENNIALS ARE THE SAME
! TRADITIONAL MEDIA BRANDS STILL PLAY A
ROLE IN THEIR LIVES
Source: Bloom Worldwide
6

7. WE USED 2 DIFFERENT RESEARCH
APPROACHES TO TEST THIS HYPOTHESIS
For the purposes of this research, Millenials are defined as 18-33, Gen X as 34- 49, and Baby Boomers as 50-68 (although GWI data goes to age 65 only)
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1. Quantitative survey data
! Global sample total size 89,100
(Millennials, Gen X & Baby
Boomers)
! Global Millennials 37,189
! Global influential Millennials
(Gen-narrators) 11,283
! 3 waves Q1, Q2, Q3 2014
! Habits, attitudes and behaviours
! GlobalWebIndex
2. Qualitative research panel
! Global sample of Gen-narrators
recruited
! Realtime online research
community
! Activity-based
! 128 participants
! Sample spans full Millennial age
ranges, location and gender split
! January – April 2015
! Bloom HARK

8. QUANT SAMPLE: 89,100
QUAL PARTICIPANTS: 128
TIMING: JAN-APR 2015
GLOBAL SCOPE
8
CLICK TO ADD SIGNPOST
Source: Bloom Worldwide
USA
Qt (22,619)
Ql (29)
BRAZIL
Qt (2,982)
Ql (11)
EU
Qt (18,896)
Ql (21)
RICH
ASIA
Qt (13,386)
Ql (8)
UK
Qt (22,540)
Ql (32)
INDIA
Qt (3,729)
Ql (23)
CHINA
Qt (5,947)
Ql (4)
France, Spain, Germany,
Netherlands, Italy Poland, Sweden
Singapore, Hong Kong, Japan,
Taiwan, South Korea, Australia

9. WE RAN SOME INITIAL RESEARCH INTO
THE MEDIA HABITS OF MILLENNIALS
Source: Bloom Worldwide
9

10. WE FOUND INTERESTING PATTERNS WHEN
WE SEGMENTED BY PSYCHOGRAPHIC
Source: Bloom Worldwide
10

11. ONE PARTICULAR GROUP OF
INFLUENTIAL MILLENNIALS STOOD OUT
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)
• We call them Gen-narrators
Source: Bloom Worldwide
11

12. GEN-NARRATORS HOLD A SPECIFIC TYPE
OF INFLUENCE – THEY ARE AUTHORITIES
Source: Bloom Worldwide
12
• 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
1% 29% 70%

13. WE CROSS-REFERENCED TO CHECK
INFLUENTIAL SEGMENTS OF OTHER
GENERATIONS
Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014
13
29%
21%
12%
MILLENNIALS GEN X BOOMERS
% of generation audience classified as ‘influential’ according to
same criteria used for ‘Gen-narrators’ quant analysis

14. WHO ARE WE TALKING ABOUT?
Source: HARK real-time online research community, Bloom Worldwide, China, March 2015
14

15. PORTRAYAL OF
“MILLENNIALS”
Lazy
Narcissistic
Entitled
Apathetic
Social media-
obsessed
Active
Interested
Entrepreneurial
Activists
Intelligent media
connoisseurs
GEN-NARRATORS

16. GEN-NARRATORS CONSUME MORE
NEWS MEDIA ONLINE
Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014
16
80% 72% 65% 53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Gen-narrators Millennials Generation X Baby Boomers
Percentageuseofonlinenews

17. AND CONSUME MORE THAN
INFLUENCERS IN OTHER GENERATIONS
Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014
17
80% 78% 71%72% 65% 53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Millennials Generation X Baby Boomers
Percentageuseofonlinenews
INFLUENTIAL
ALL

18. WE FOUND A DIRECT CORRELATION
BETWEEN ONLINE MEDIA CONSUMPTION
AND BRAND ENGAGEMENT
40
50
60
70
80
90
100
40 50 60 70 80 90 100
Percentagewhoregularlyengagewith
brandsonline
Percentage who regularly consume online print/press
Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014
18
Gen-narrators
Millennials
Gen X
Boomers

19. WE IDENTIFIED 4 STANDOUT TRAITS OF
GEN-NARRATORS
Source: Bloom Worldwide
19
Fact Finders Cultural DJs
Personal Brand
Managers
Influential
Advocates

20. 1. GEN-NARRATORS ARE FACT FINDERS
Source: Bloom Worldwide
! GEN-NARRATORS USE TRADITIONAL MEDIA BRANDS TO VALIDATE
THE CREDIBILITY OF INFORMATION
! GEN-NARRATORS TRUST TRADITIONAL MEDIA FOR AN UNBIASED
PERSPECTIVE
! GEN-NARRATORS INSTANTLY CHECK TRADITIONAL MEDIA WHEN
SOMETHING ‘BIG’ HAPPENS
! THEY ACTIVELY SEEK THE TRUTH
20

21. GEN-NARRATORS TRUST TRADITIONAL
MEDIA OVER ‘NEWER’ SOURCES
78%OF ‘MOST TRUSTED’ ONLINE
SOURCES WERE TRADITIONAL
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015, Activity 1: Which of these online
21

22. WHO DO YOU TRUST TO GIVE YOU THE
FACTS?
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
22
“On any story that I read, before I
share I tend to fact check…..For
the most part I sort of trust your
bigger ones like New York Times”
Mason
Edwin
“[Millennial] Singaporeans… have an idea
of what’s true or flawed, thanks to the
wonder of the internet. Most of us have
developed critical thinking skills to
evaluate and have an unbiased
judgement in our heads.”

23. CASE STUDY: UK GEN-NARRATORS
VALIDATE CHARLIE HEBDO ATTACK NEWS
Source: HARK real-time online research community, Bloom Worldwide, UK, Forum discussion, January 2015
23
“I saw a few
videos pop up on
Facebook,
however I did
turn to the TV for
more info”

24. 2. GEN-NARRATORS ARE CULTURAL DJS
! GEN-NARRATORS REMIX CONTENT TO GIVE IT THEIR OWN TWIST
! THEY FAVOUR VISUAL MEDIA TO EVOKE A REACTION
WHEN TELLING THEIR STORY
! GEN-NARRATORS CAREFULLY CONSIDER WHAT THEY REMIX
IN THEIR ROLE AS CURATOR
24

25. GEN-NARRATORS ARE CURATORS OF
EXISTING CONTENT, AND BUILD NEW
CONTENT COLLABORATIVELY
Source: HARK real-time online research community, Bloom Worldwide, UK, Activity 5: Draw your role as a storyteller, January 2015
25
Anna
Lizzie
‘Video storytelling’ by Lizzie

26. CASE STUDY: #ROADTORUIN
Source: Bloom Worldwide
26

27. CASE STUDY: #ROADTORUIN
Source: Bloom Worldwide
27

28. 0
10000
20000
30000
40000
50000
60000
70000
80000
01/01/15 02/01/15 03/01/15 04/01/15 05/01/15 06/01/15 07/01/15 08/01/15 09/01/15 10/01/15
Total#RoadToRuinmentions
EVOLUTION OF #ROADTORUIN OVER
TIME
Source: Sysomos MAP, Bloom Worldwide analysis, UK and ‘unknown/unclassified’ online posts, 1-22 January 2015
#RoadToNowhere
#RoadToRuinparodies
#RoadToRuintweetstorm
#RoadToRuinprotestplatform
28

29. 3. GEN-NARRATORS ARE PERSONAL
BRAND MANAGERS
! GEN-NARRATORS TAKE THEIR PERSONAL ONLINE
BRAND SERIOUSLY
! THEY WANT TO CHANGE MINDS AND INSPIRE
ACTION FOR CAUSES THEY ARE PASSIONATE
ABOUT BUT ARE VERY MINDFUL OF TROLLING
AND CYBER BULLYING
Source: Bloom Worldwide
29

30. Tamara
Russell
GEN-NARRATORS USE THEIR INFLUENCE
TO BOOST PERSONAL BRAND
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
30
“Sharing good content
helps you to be better
positioned (personal
branding) in your sector
(as a reference).”
“I share my opinions and
interests pretty readily, but
do so knowing that I am
influencing and sharing my
personal (online) 'brand’.”

31. GEN-NARRATORS HIGHLY VALUE THE
INTERNET FOR CHANGING OTHER
PEOPLE’S OPINIONS
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014
31
68% 62% 55% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen-narrators Millennials Generation X Baby Boomers
Percentagewhobelievethe
internetisimportantforchanging
otherpeople’sopinions

32. GEN-NARRATORS THINK BEFORE THEY
SHARE OR COMMENT 32
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
Richard
Raghav
“I will only comment on news stories
or start discussions if the topic is
compelling enough. I do however
like to share my opinion to what
should matter to the people, form
opinion and make a change.”
“By voicing an opinion you start to
fight for something, at least in
external perception. You brand
yourself rather easily, maybe with
something you weren’t really
passionate about in the first place.”

33. GEN-NARRATORS LOVE TO SHARE THEIR
OPINION IN DEBATES OFFLINE AS WELL
AS ONLINE
Source: HARK real-time online research community, Bloom Worldwide, India, March 2015
33
“I prefer a face-to-face debate.
The problem with online is that many
people don't quite decipher the
sentiment behind the written word.”
“Any of those topics that I feel
strongly about I like to comment and
sometimes even provoke discussions
amongst friends in an attempt to
change their mind or make them see
a new perspective.”
Katie
Jyotika

34. 4. GEN-NARRATORS ARE
INFLUENTIAL ADVOCATES
Source: Bloom Worldwide

35. GEN-NARRATORS ARE AUTHENTIC
INFLUENCERS
Source: HARK real-time online research community, Bloom Worldwide, India, March 2015
“Yes, I do try to impact
other people’s opinions
on some issues. Absolutely.
However, I try to only do
that on the topics that I
am knowledgeable
about”
Jochem

36. GEN-NARRATORS SEE THE INTERNET AS
IMPORTANT FOR EXPRESSING
THEMSELVES
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to express myself', Q1, Q2, Q3 2014
36
75% 71% 63% 50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen-narrators Millennials Generation X Baby Boomers
Theinternetisvery/somewhat
importantforexpressingmyself

37. HOW DO THEY INFLUENCE?
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
37
“Whenever I try to impact people’s
opinions I make sure it’s more about
raising their awareness on a subject
that I am interested in.”
Aaron
Anaelle
“(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.”

38. GEN-NARRATORS LOVE TO POST THEIR
OPINIONS ABOUT PRODUCTS
Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014
38
93% 77% 65% 46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Gen-narrators Millennials Generation X Baby Boomers
Regularlypostopinionsabout
productsorservicesonline

39. Ally
Joash
BRAND ADVOCACY HAS TO BE
AUTHENTIC AND FIT WITH THEIR
PERSONAL BRAND
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
39
“For me, it’s more about content. If you
talk about a brand that’s doing
something really interesting in a
campaign and the content is interesting
then I would share that.”
“I believe that it’s important to support the
brands that you trust and you feel
comfortable promoting.”

40. HOW CAN YOU HARNESS
THESE TRENDS?

41. TRADITIONAL AND SOCIAL WORK
TOGETHER, FEEDING OFF EACH OTHER
TRADITIONAL
MEDIA BRANDS
SOCIAL
AUDIENCE
SOCIAL FEED
Source: Bloom Worldwide
41
Discover new content
Breaking news
Check the facts Depth and analysis
Post and share
Gain feedback

42. HARNESS GEN-NARRATOR’S POWERFUL
INFLUENCE BY HELPING THEM TO BUILD
THEIR AUTHORITY
Source: Bloom Worldwide
42
Meet their
Build their authority
THIRST FOR KNOWLEDGE

43. ALLOW THEM TO DEBATE THEIR PASSIONS
IN A SAFE ENVIRONMENT
Source: Bloom Worldwide
43
Provide a
For them to debate
SAFE AND FOCUSED SPACE

44. ENCOURAGE ADVOCACY BY ADDING
VALUE TO THEIR PERSONAL BRANDS
Source: Bloom Worldwide
44
Give them a
That boosts their brand
REASON TO RECOMMEND

45. THEY CAN BECOME AUTHENTIC AND
TRUSTED CONTENT DISTRIBUTERS
Source: Bloom Worldwide
45
Because they are
Your messages will spread
TRUSTED CURATORS

46. Nana
“I get really happy,
and I feel flattered when
people trust me to
influence the way they
think. I hope I play this role
with a lot of responsibility.”
THE FINAL WORD FROM ONE OF OUR
GEN-NARRATORS…
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
46

47. ANY QUESTIONS?

48. DEFINITION OF GENERATIONS
Source: * GlobalWebIndex quant data for Boomers extends to age 65 only / Bloom Worldwide
48
MILLENNIALS
18-35
GENERATION X
36-50
BABY BOOMERS
51-68*