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A global research project exploring the media habits, attitudes and
behaviours of influential Millennials in 2015 - Global findings and data
INTRODUCING THE
GEN-NARRATORS
MILLENNIALS ARE… MISUNDERSTOOD
Source: Bloom Worldwide
2
THE GENESIS OF THE RESEARCH
Source: Bloom Worldwide
3
The largest group buying print only
subscriptions to The Economist are
Millennials.
Meanwhile The Economist
continues to grow exponentially
on social media.
WE STARTED WITH TWO HYPOTHESIS
§  NOT ALL MILLENNIALS ARE THE SAME
§  TRADITIONAL MEDIA BRANDS STILL PLAY A
ROLE IN THEIR LIVES
Source: Bloom Worldwide
4
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)
5
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
QUANT SAMPLE: 89,100
QUAL PARTICIPANTS: 128
TIMING: JAN-APR 2015
GLOBAL SCOPE
6
CLICK TO ADD SIGNPOST
Source: Bloom Worldwide
USA
BRAZIL
EU
RICH
ASIA
UK
INDIA
CHINA
France, Spain, Germany,
Netherlands, Italy Poland, Sweden
Singapore, Hong Kong, Japan,
Taiwan, South Korea, Australia
WE RAN SOME INITIAL RESEARCH INTO
THE MEDIA HABITS OF MILLENNIALS
Source: Bloom Worldwide
7
WE FOUND INTERESTING PATTERNS WHEN
WE SEGMENTED BY PSYCHOGRAPHIC
Source: Bloom Worldwide
8
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
9
GEN-NARRATORS HOLD A SPECIFIC TYPE
OF INFLUENCE – THEY ARE AUTHORITIES
Source: Bloom Worldwide
10
•  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%
WE CROSS-REFERENCED TO INFLUENTIAL
SEGMENTS OF OTHER GENERATIONS
Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014
11
29%
21%
12%
MILLENNIALS GEN X BOOMERS
% of generation audience classified as ‘influential’ according to
same criteria used for ‘Gen-narrators’ quant analysis
PORTRAYAL OF
“MILLENNIALS”
Lazy
Narcissistic
Entitled
Apathetic
Social media- obsessed
Active
Interested
Entrepreneurial
Activists
Intelligent media
connoisseurs
GEN-NARRATORS
GEN-NARRATORS CONSUME MORE
NEWS MEDIA ONLINE
Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014
13
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Gen-narrators Millennials Generation X Baby Boomers
Percentageuseofonline
news
AND CONSUME MORE THAN
INFLUENCERS IN OTHER GENERATIONS
Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014
14
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Millennials Generation X Baby Boomers
Percentageuseofonline
news
INFLUENTIAL
ALL
THEY ALSO ENGAGE MORE REGULARLY
WITH BRANDS
40
50
60
70
80
90
100
40 50 60 70 80 90 100
Percentagewhoregularly
engagewithbrandsonline
Percentage who regularly consume online print/press
Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014
15
Gen-narrators
Millennials
Gen X
Boomers
WE IDENTIFIED 4 STANDOUT TRAITS OF
GEN-NARRATORS
Source: Bloom Worldwide
16
Fact Finders Cultural DJs
Personal Brand
Managers
Influential
Advocates
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
17
CASE STUDY: UK GEN-NARRATORS
VALIDATE CHARLIE HEBDO ATTACK NEWS
Source: HARK real-time online research community, Bloom Worldwide, UK, Forum discussion, January 2015
18
“I saw a few videos
pop up on Facebook,
however I did turn to
the TV for more info”
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
19
CASE STUDY: #ROADTORUIN
Source: Bloom Worldwide
20
CASE STUDY: #ROADTORUIN
Source: Bloom Worldwide
21
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
22
Tamara
Russell
GEN-NARRATORS USE THEIR INFLUENCE
TO BOOST PERSONAL BRAND
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
23
“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’.”
GEN-NARRATORS VALUE THE INTERNET
FOR CHANGING PEOPLE’S OPINIONS
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014
24
68% 62% 55% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen-narrators Millennials Generation X Baby Boomers
Percentagewhobelieve
theinternetisimportant
forchangingother
people’sopinions
4. GEN-NARRATORS ARE
INFLUENTIAL ADVOCATES
HOW DO THEY INFLUENCE?
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
26
“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.”
“(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.”
Aaron
Anaelle
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
27
0%
20%
40%
60%
80%
100%
Gen-narrators Millennials Generation X Baby Boomers
Regularlypostopinions
aboutproductsor
servicesonline
Ally
Joash
BRAND ADVOCACY HAS TO BE
AUTHENTIC AND FIT THEIR OWN BRAND
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
28
“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.”
HOW CAN YOU HARNESS
THESE TRENDS?
HARNESS GEN-NARRATOR’S INFLUENCE
BY HELPING BUILD THEIR AUTHORITY
Source: Bloom Worldwide
30
Meet their
Build their authority
THIRST FOR KNOWLEDGE
ALLOW THEM TO DEBATE THEIR PASSIONS
IN A SAFE ENVIRONMENT
Source: Bloom Worldwide
31
Provide a
For them to debate
SAFE AND FOCUSED SPACE
ENCOURAGE ADVOCACY BY ADDING
VALUE TO THEIR PERSONAL BRANDS
Source: Bloom Worldwide
32
Give them a
That boosts their brand
REASON TO RECOMMEND
MOST IMPORTANTLY BY RECOGNISING
THAT NOT ALL MILLENNIALS ARE THE SAME
Source: Bloom Worldwide
33

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INTRODUCING THE GEN-NARRATORS

  • 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
  • 3. THE GENESIS OF THE RESEARCH Source: Bloom Worldwide 3 The largest group buying print only subscriptions to The Economist are Millennials. Meanwhile The Economist continues to grow exponentially on social media.
  • 4. WE STARTED WITH TWO HYPOTHESIS §  NOT ALL MILLENNIALS ARE THE SAME §  TRADITIONAL MEDIA BRANDS STILL PLAY A ROLE IN THEIR LIVES Source: Bloom Worldwide 4
  • 5. 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) 5 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
  • 6. QUANT SAMPLE: 89,100 QUAL PARTICIPANTS: 128 TIMING: JAN-APR 2015 GLOBAL SCOPE 6 CLICK TO ADD SIGNPOST Source: Bloom Worldwide USA BRAZIL EU RICH ASIA UK INDIA CHINA France, Spain, Germany, Netherlands, Italy Poland, Sweden Singapore, Hong Kong, Japan, Taiwan, South Korea, Australia
  • 7. WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS Source: Bloom Worldwide 7
  • 8. WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC Source: Bloom Worldwide 8
  • 9. 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 9
  • 10. GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES Source: Bloom Worldwide 10 •  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%
  • 11. WE CROSS-REFERENCED TO INFLUENTIAL SEGMENTS OF OTHER GENERATIONS Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014 11 29% 21% 12% MILLENNIALS GEN X BOOMERS % of generation audience classified as ‘influential’ according to same criteria used for ‘Gen-narrators’ quant analysis
  • 12. PORTRAYAL OF “MILLENNIALS” Lazy Narcissistic Entitled Apathetic Social media- obsessed Active Interested Entrepreneurial Activists Intelligent media connoisseurs GEN-NARRATORS
  • 13. GEN-NARRATORS CONSUME MORE NEWS MEDIA ONLINE Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014 13 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Gen-narrators Millennials Generation X Baby Boomers Percentageuseofonline news
  • 14. AND CONSUME MORE THAN INFLUENCERS IN OTHER GENERATIONS Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014 14 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Millennials Generation X Baby Boomers Percentageuseofonline news INFLUENTIAL ALL
  • 15. THEY ALSO ENGAGE MORE REGULARLY WITH BRANDS 40 50 60 70 80 90 100 40 50 60 70 80 90 100 Percentagewhoregularly engagewithbrandsonline Percentage who regularly consume online print/press Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014 15 Gen-narrators Millennials Gen X Boomers
  • 16. WE IDENTIFIED 4 STANDOUT TRAITS OF GEN-NARRATORS Source: Bloom Worldwide 16 Fact Finders Cultural DJs Personal Brand Managers Influential Advocates
  • 17. 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 17
  • 18. CASE STUDY: UK GEN-NARRATORS VALIDATE CHARLIE HEBDO ATTACK NEWS Source: HARK real-time online research community, Bloom Worldwide, UK, Forum discussion, January 2015 18 “I saw a few videos pop up on Facebook, however I did turn to the TV for more info”
  • 19. 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 19
  • 20. CASE STUDY: #ROADTORUIN Source: Bloom Worldwide 20
  • 21. CASE STUDY: #ROADTORUIN Source: Bloom Worldwide 21
  • 22. 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 22
  • 23. Tamara Russell GEN-NARRATORS USE THEIR INFLUENCE TO BOOST PERSONAL BRAND Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 23 “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’.”
  • 24. GEN-NARRATORS VALUE THE INTERNET FOR CHANGING PEOPLE’S OPINIONS Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014 24 68% 62% 55% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% Gen-narrators Millennials Generation X Baby Boomers Percentagewhobelieve theinternetisimportant forchangingother people’sopinions
  • 26. HOW DO THEY INFLUENCE? Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 26 “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.” “(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.” Aaron Anaelle
  • 27. 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 27 0% 20% 40% 60% 80% 100% Gen-narrators Millennials Generation X Baby Boomers Regularlypostopinions aboutproductsor servicesonline
  • 28. Ally Joash BRAND ADVOCACY HAS TO BE AUTHENTIC AND FIT THEIR OWN BRAND Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 28 “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.”
  • 29. HOW CAN YOU HARNESS THESE TRENDS?
  • 30. HARNESS GEN-NARRATOR’S INFLUENCE BY HELPING BUILD THEIR AUTHORITY Source: Bloom Worldwide 30 Meet their Build their authority THIRST FOR KNOWLEDGE
  • 31. ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT Source: Bloom Worldwide 31 Provide a For them to debate SAFE AND FOCUSED SPACE
  • 32. ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS Source: Bloom Worldwide 32 Give them a That boosts their brand REASON TO RECOMMEND
  • 33. MOST IMPORTANTLY BY RECOGNISING THAT NOT ALL MILLENNIALS ARE THE SAME Source: Bloom Worldwide 33