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. Check out the UK results.

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

2. WHICH MILLENNIALS ARE THE MOST
VALUABLE TO YOUR BRAND?
Everybody’s talking about the Millennial generation. And that’s understandable – in 2015,
Millennials will make up the majority of the workforce, and a few years later they will have
more spending power than any generation in the UK. They will be one of the most attractive
target audiences in history.
We know Millennials are different from previous generations. They are digital natives, they
take a different approach to risk, their careers, the environment… But is it really fair to talk
about Millennials as a single demographic group?
The Economist Group worked with Bloom Worldwide to investigate the Millennial generation,
and find out which Millennials hold the key to a brand’s success amongst this demographic.
In doing so, we came across the story of an influential sub-group we call the Gen-Narrators.
Combining extensive quantitative and deep qualitative research techniques, the study
provides unprecedented global insights into the media habits, behaviors and attitudes of
the Millennials generation. This document is a sneak peek of the UK data, with the full global
story available during the summer. In the meantime, please do let us know if you find this
interesting and would like to find out more.
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3. WHO ARE THE GEN-NARRATORS?
Our influential 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
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4. GEN-NARRATORS HOLD A SPECIFIC TYPE
OF INFLUENCE – THEY ARE AUTHORITIES
Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014
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1%
19%
80%
AMPLIFIERS
GEN-NARRATORS MILLENNIAL FOLLOWERS
• Gen-Narrators now make up 19% of the
total millennial population, but they are
disproportionately influential to both other
millennials and other generations.
• They are not your typical online influencers
who have vast reach, almost cult celebrity
status – the amplifiers. They are authorities
who exert a more subtle but more
profound influence on the millennial
generation and beyond.

5. THERE ARE DIFFERENT INFLUENCE LEVELS
AMONGST MILLENNIALS 5
• 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

6. AMPLIFIERS
Reach
Popularity
Virality
Short-term
Blast
Depth
Credibility
Authenticity
Long-term
Knowledge
GEN-NARRATORS

7. GEN-NARRATORS CONSUME MORE
NEWS MEDIA ONLINE THAN MILLENNIALS
Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014
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8. … AND MORE THAN INFLUENCERS IN
PREVIOUS GENERATIONS TOO
Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014
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9. WE FOUND A DIRECT CORRELATION
BETWEEN ONLINE MEDIA CONSUMPTION
AND BRAND ENGAGEMENT
Source: GlobalWebIndex, UK data, time spent reading online print/press & brand activation, Q1– Q3 2014
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Gen-narrators
Millennials
Gen X
Boomers

10. WE IDENTIFIED 5 STANDOUT TRAITS OF
GEN-NARRATORS 10
1. Fact Finders
2. Cultural DJs
3. Deliberate Debaters
4. Authentic Influencers
5. Intelligent Advocates

11. 1. GEN-NARRATORS ARE
FACT FINDERS
•Gen-narrators use traditional
media 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

12. GEN-NARRATORS TRUST TRADITIONAL
MEDIA OVER ‘NEWER’ SOURCES
Source: Bloom 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
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13. WHO DO YOU TRUST TO GIVE YOU THE
FACTS?
Source: HARK real-time online research community, UK, January 2015
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“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”

14. CASE STUDY: CHARLIE HEBDO ATTACKS
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“I saw a few
videos pop up on
Facebook,
however I did
turn to the TV for
more info”
Source: HARK real-time online research community, UK, January 2015
All Gen-Narrators in our study first picked up on the story via social media.
But they immediately went to traditional sources to confirm it was really
happening, and to get the extra depth behind the story.

15. 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

16. 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
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17. “THE CURATING POT” BY ANNA
Source: HARK real-time online research community, UK, Activity 5: Draw your role as a storyteller, January 2015
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This is a visual by one of our Hark
community members, Anna in response to
the question: Draw your role as a story
teller.
•Gen-narrators remix content
to give it their own twist
•Gen-narrators favour visual
media to evoke a reaction
when telling their story
•Gen-narrators carefully
consider what they remix in
their role as curator

18. 3. GEN-NARRATORS ARE
DELIBERATE DEBATERS
•Gen-narrators want to be involved in shaping the future
•Gen-narrators want to change minds and inspire action for
causes they are passionate about
•But they are very mindful of trolling and cyber bullying

19. 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
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20. WHO DO YOU TRUST TO GIVE YOU THE
FACTS? 20
“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.”
Source: HARK real-time online research community, UK, Discussion Forums, January 2015

21. 4. GEN-NARRATORS ARE
AUTHENTIC INFLUENCERS
•Gen-narrators have a high sphere of
online influence
•But this is less important to them than
developing their specialist knowledge
•They would rather be known for their
knowledge than fame

22. 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
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23. HOW DO YOU INFLUENCE?
Source: HARK real-time online research community, UK, Discussion Forums January 2015
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“(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.”

24. 5. GEN-NARRATORS ARE
INTELLIGENT ADVOCATES
•Gen-narrators see themselves as very brand conscious and are
heavy recommenders
•They can be your brand’s biggest advocates
•But they are very selective about the brands they recommend,
and they don’t tend to follow the flock

25. 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
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26. WHAT DOES THIS ALL MEAN FOR YOU?
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•Harness gen-narrator’s powerful influence by helping them to build
their authority
•Allow them to debate their passions in a safe environment
•Give them a reason to recommend that boosts their own brand
•They want to add value and contribute to intelligent conversations
•They are trusted curators, so can become authentic distributors of your
brand’s content

27. METHODOLOGY
• UK sample total size 22,540 (Millennials, Gen X &
Baby Boomers)
• UK millennials 7,693
• UK influential millennials 1,676
• 3 waves Q1, Q2, Q3 2014
Quantitative
audience profiling
based on habits,
attitudes &
behaviours
• 32 participants
• Sample spans full Millennial age ranges, location
and gender split
• January 2015
Qualitative deep
dive via real-time
online research
community
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