#Sempl16 natasa kejzar_millenials
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This document discusses research on media consumption habits of millennials in the Adria region (countries including Slovenia, Croatia, Serbia, Bosnia and Herzegovina, and Macedonia). Some key findings include: - Millennials are highly connected digitally and use smartphones, internet, social media, and streaming frequently for content. However, television, radio, newspapers and magazines still maintain audiences as well. - Online shopping is also significant for millennials in the region. - To effectively reach millennials, brands need to be genuine, think creatively about timing and channels of communication, and ensure their messages have relevance and purpose.
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#Sempl16 natasa kejzar_millenials
- 1. Millennials are shaping media world At the home and on the go with millennials Nataša Mohorč Kejžar| November 2014 © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com
- 2. ME ME ME and ONLY ME, NO MATHER WHERE AND HOW © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com
- 3. Any difference? 1980 © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com 2014
- 4. STEP TOWARD UNDERSTANDING MILLENNIALS © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com
- 5. STEP TOWARD UNDERSTANDING MILLENNIALS More choices, more selectivity © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com Practical, result oriented Multitaskers Digital Natives Balanced Lives Less Reading Experential and Exploratory learners Flexibility / Convenience Personalization and customization Impatience
- 6. Y PHILOSOPHY NEED TO LIKE © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com WANT TO BUY IF SPECIAL
- 7. Millenials in Adria Region © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com
- 8. SELF PERCEPTION (where we can find significant higher % compared with total population) SLO D Y N A M I C 6 2 % A M B I C I O U S 5 9 % N A I V E 2 4 % T E N S I V E 2 1 % CRO D Y N A M I C 6 0 % A M B I C I O U S 5 8 % I M P A T I E N T 2 8 % V E N G E F U L 6 % SRB D Y N A M I C 6 6 % A M B I C I O U S 6 3 % I M P A T I E N T 3 4 % V E N G E F U L 8 % BIH D Y N A M I C 7 1 % A M B I C I O U S 6 9 % I M P A T I E N T 2 5 % V E N G E F U L 7 % MAK D Y N A M I C 7 1 % A M B I C I O U S 6 7 % N A I V E 2 1 % I M P A T I E N T 2 2 % R E S P O N S I B L E B R A V E C O N F I D E N T O R G A N I Z E D BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group 15 - 35 ?
- 9. IMPORTANT MOMENTS IN LIFE Important moments of life for the past 12 months and for the future 12 months. RENOVATING FLAT GRADUATION BEGINNING OF STUDY JOB SWITCH OVER FIRST JOB BUYING CAR BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35
- 10. PERCEIVED FINANCIAL SITUATION according to year ago In all Adria region, young people are more optimistic about their own financial T H E S A M E 3 8 % B E T T E R 1 1 % situation compared to the entire population. BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35 T H E S A M E 3 8 % B E T T E R 9 % T H E S A M E 4 4 % T H E S A M E 5 4 % B E T T E R 1 0 % B E T T E R 1 1 % T H E S A M E 5 0 % B E T T E R 1 4 %
- 11. Millenials media consumption in Adria Region © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com
- 12. MILLENIALLS ARE DEMANDING MORE FACING DIGITAL MEDIA, TOGETHER WITH ARE, REVOLUTION MILLENIALS
- 13. BUT IS DIGITAL KILLING THE MEDIA…. CONTENT TO ACCESS MEDIA TOOLS THEY USE THE DIES? OR ONLY …
- 14. THE TV SET IS STILL ALIVE…. WATCHING TV IN ADRIA REGION: MAK: 97% BIH: 93% SLO: 91% SRB: 90% CRO: 85% WATCHING TV AT LEAST ONCE A DAY: BIH: 80% CRO: 78% SRB: 75% MAK: 75% SLO: 64% In all countries a certain value calculated on a target group is lower in comparisone to the value calculated on total population BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35
- 15. NEWSPAPERS AND MAGAZINES HAVEN‘T GOT AWAY…. READING NEWSPAPERS OR MAGAZINES: MAK: 32% SRB: 29% SLO: 28% BIH: 28% CRO: 26% In all countries a certain value calculated on a target group is lower in comparisone to the value calculated on total population SLO: 27% of them prefer reading magazines more than newspapers. HRV: 22% of them read newspapers each day. SRB: 23% of them always gladly leaf through luxuriously arranged magazine. BIH: 12% often participate in prize games in newspapers and magazines. MAK: 18% of them buy daily newspapers if gifts are attached BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35
- 16. AND THEY STILL LISTEN TO THE RADIO…. RADIO LISTNER: SLO: 83% MAK: 70% CRO: 59% SRB: 66% BIH: 49% In SRB and MAK certain value calculated on a target group is higher in comparison to the value calculated on total population LISTENING TO THE RADIO EACH DAY: SLO: 46% CRO: 37% SRB: 30% BIH: 21% MAK: 25% BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35
- 17. AND THEY GO OUTSIDE THE HOUSE FROM TIME TO TIME…. THEY DO FIRST NOTICE ADVERTISEMENT ON OUTDOOR SURFACE: SLO: 45% SRB: 25% HRV: 17% MAK: 15% BIH: 4% BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35
- 18. THAN ALONG HERE IS THE INTERNET, SMARTPHONES AND TABLETS WELCOME TO THE NEW NORMAL CONSTANTLY CONNECTED 1990 2014 GIVING and GETTING STROKES PERSONALISATION MORE DEMANDING, SOPHISTICATED and SELECTIVE
- 19. INTERNET INTERNET is a medium which is trusted the most, without which the analyzed target group would not be able to imagine their life USING INTERNET EACH DAY: 6666%% SSLLOO / 4477%% HHRRVV / 7755%% BBIIHH are watching TV and surfing internet (through smartphone, tablet, laptop,…) BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35
- 20. SOCIAL NETWORKS Facebook leads, Youtube, Twitter, Google, Pinterest, Instangram…rising fast NEW RELATIONS FRIENDS SOCIALIZING INFORMATION DEBATING BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35
- 21. ONLINE SHOPPING IS SIGNIFICANT SLO MAK CRO BIH SRB between 15 and 35 years were shopping online for the last 6 months. BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35
- 22. SMARTPHONE Some statements of millenium generiation about mobile phones: Via messages I can express much more than via phone cells. I like to buy good mobile phone even if it costs more than I have planned. The phone design is very important to me. I like that my mobile phone reflects my personality. I use mobile phone for different things: calls, messages, listen to the music,… I am attached on my mobile phone. When I want to be alone or I don‘t feel like talking, I don‘t answer my mobile phone. BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35 EMOTIONAL FEELINGS over RATIONAL FEELINGS
- 23. How to tap into the Millennials mindset © Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: natasa.mohorckejzar@ipsos.com www.ipsos.com
- 24. BE GENUINE Use the technological tools to establish Millenials don't care what technology iiss uusseedd.. IItt iiss iimmppoorrttaanntt wwhhaatt kkiinndd ooff aaccttiivviittiieess eennaabbllee tthheessee tteecchhnnoollooggiieess.. BBee ggeennuuiinnee oonn ttiimmiinngg aanndd tthhiinnkk oouutt ooff tthhee bbooxx tthhrroouugghh TIMING IS IMPORTANT relationship with them Use social media creatively to separate message from the hundreds of others Provide timely relevant information, consistant with brand THINK OUT OF THE BOX ddiiffffeerreenntt ccoommmmuunniiccaattiioonn cchhaannnneellss.. Find purpose, and then find your surface
- 25. 25 THANK YOU FOR YOUR TIME Nataša Mohorč Kejžar Email: natasa.mohorckejzar@ipsos.com mobile: 051 683 905 www.ipsos.com
Editor's Notes
- More Choices; More Selectivity: Millennials expect a much greater array of product and service selectivity. They have grown up with a huge array of choices and they believe that such abundance is their birthright. This is a sea change in consumer behavior. Millennials also feel less need to conform in their consumer choices to everyone else in their generation or to other generations. They desire ultimate consumer control: what they want, how and when they want it. Experiential and Exploratory Learners: Millennials strongly prefer learning by doing. They almost never read the directions; love to learn by doing, by interacting. Multiplayer gaming, computer simulations, and social networks are some of their favorite environments and provide little penalty for trial and error learning. Flexibility / Convenience: Millennials prefer to keep their time and commitments flexible longer in order to take advantage of better options; they also expect other people and institutions to give them more flexibility. They want to “time and place shift” their services, to have them where and when they are ready. Personalization and Customization: Once Millennials do make their choices in products and services, they expect them to have as much personalization and customization features as possible to meet their changing needs, interests and tastes. Impatience: Millennials, by their own admission, have no tolerance for delays. They expect their services instantly when they are ready. They require almost constant feedback to know how they are progressing. Their worst nightmare is when they are delayed, required to wait in line, or have to deal with some other unproductive process. Their desire for speed and efficiency can not be over estimated. The need for speedy satisfaction, or as some believe instant gratification, permeates virtually all of their service expectations. Practical, Results Oriented: Millennials are interested in processes and services that work and speed their interactions. They prefer merit systems to others (e.g. seniority). Millennials are furious when they feel they are wasting their time; they want to learn what they have to learn quickly and move on. Millennials have no tolerance for services that do not continuously and reliably work. Multitaskers: Millennials excel at juggling several tasks at once since this an efficient, practical use of their time and, as already noted, they are very impatient. Digital Natives: Millennials clearly adapt faster to computer and internet services because they have always had them. While they still clearly want and expect expert teachers in a face-to-face environment, they expect the speed, convenience, flexibility and power provided by digitally provided services and resources. Gamers: Millennials have spent thousands of hours playing electronic, computer and video games. They love the constant interactivity, full motion multimedia, colorful graphics, the ability to learn and progress to higher levels, and the ability to collaborate with friends in their learning and competitions. Nomadic Communication Style: Millennials have more friends and communicate with them more frequently using IM (instant messaging), text messaging, cell phones as well as more traditional communication channels. They are prolific communicators. They love and expect communication mobility; to remain in constant touch wherever and whenever, un-tethered. This is their firm desire to do whatever they need to do, obtain any services independent of their geography or distance. This is particularly important since they typically don‟t have “offices “ at their college or university. Media/ Format Agnostic: Millennials most enjoy interactive full motion multimedia, color images, and audio although they can use any media, even text. Current examples include Vodcasting and iPodcasting. Balanced Lives: They don‟t want to work 80 hours a week and sacrifice their health and their leisure time, even for considerably higher salaries. Yet they expect to earn incomes exceeding their parents. Less Reading: Millennials, disturbingly, are not reading literature or newspapers as much as previous generations of the same age.