The document analyzes social media data from 6.7 million Canadian millennials aged 18-34 over 2 months. It finds that millennials are highly active and influential social media users who share across multiple devices and channels. Millennials share more often about serious topics like business and politics compared to older groups. Their social sharing also correlates with higher online purchasing in categories like electronics, food, and personal care. The document recommends that marketers target millennials based on their nuanced interests revealed by social media data and place ads in contexts where millennials are actively sharing and conversing.
Influential Democrats on social media. Climate Change and Net Neutrality will be top of mind for democrats leading up to the 2016 elections, and they will be discussing these issues on Twitter.
The way we consume TV shows has evolved in the digital age. We no longer follow linear schedules set by networks, but watch shows on-demand and on the go, with online viewing becoming increasingly prevalent. Moreover, the TV experience has evolved beyond the TV screen to become a multi-screen, social experience in which viewers share content before, during and after the shows they consume. Because of this evolution, we did a Social TV Research Study, to be released tomorrow (5/6) at 7am PT / 10am ET. We coupled our 1st party social data (46 Million users and 153 Million TV social signals per month) with Nielsen 3rd party TV viewing data and found correlations between sharing and viewing that demonstrates users who share content about shows are more likely to watch those shows.
This is the keynote presentation that I gave at the Millennial 20:20 conference in London on Wednesday March 13th 2016 that seeks to debunk some of the cliches and myths that limit our understanding of the millennial generation.
iHeartMedia - Engage with Today's Latino AudienceMMW AGENCY
Max Ramirez has been named the Director of Multicultural Sales for iHeartMedia Los Angeles. Responsible for driving revenue in the multicultural category in Los Angeles by leveraging iHeartMedia's multiplatform assets including radio, digital, social, mobile and live events to create custom campaigns for advertisers.
Before joining iHeartMedia, Ramirez served as Vice President, Digital Media at Spanish Broadcasting System where he was responsible for all digital revenue for their local radio websites and LaMusica app. Ramirez has over 17 years' leading U.S. Hispanic marketing initiatives for advertisers in the areas of Auto, CPG, Entertainment, Sports and Theatrical. A New York City native, Ramirez earned his MBA from Dowling in Long Island, NY and his BBA from Berkeley College in New York, NY. In his spare time, he enjoys empowering talent in the areas of ad tech, design and startups as the founder of The Advertising Society in Southern California.
Contact:
max@iheartmedia.com
Suresh Susarla - Demystifying Social MediaUSAA DigiMil
There is an explosion of tools, vendors and data, especially in the social media
landscape. Marketing spend is continuously increasing, but there is still a gap in
analyzing social data and understanding the performance measures.
In this session, we will recognize the rise of the platforms, reflect on vendor
solutions and attempt to demystify some thoughts around social data. This is
Influential Democrats on social media. Climate Change and Net Neutrality will be top of mind for democrats leading up to the 2016 elections, and they will be discussing these issues on Twitter.
The way we consume TV shows has evolved in the digital age. We no longer follow linear schedules set by networks, but watch shows on-demand and on the go, with online viewing becoming increasingly prevalent. Moreover, the TV experience has evolved beyond the TV screen to become a multi-screen, social experience in which viewers share content before, during and after the shows they consume. Because of this evolution, we did a Social TV Research Study, to be released tomorrow (5/6) at 7am PT / 10am ET. We coupled our 1st party social data (46 Million users and 153 Million TV social signals per month) with Nielsen 3rd party TV viewing data and found correlations between sharing and viewing that demonstrates users who share content about shows are more likely to watch those shows.
This is the keynote presentation that I gave at the Millennial 20:20 conference in London on Wednesday March 13th 2016 that seeks to debunk some of the cliches and myths that limit our understanding of the millennial generation.
iHeartMedia - Engage with Today's Latino AudienceMMW AGENCY
Max Ramirez has been named the Director of Multicultural Sales for iHeartMedia Los Angeles. Responsible for driving revenue in the multicultural category in Los Angeles by leveraging iHeartMedia's multiplatform assets including radio, digital, social, mobile and live events to create custom campaigns for advertisers.
Before joining iHeartMedia, Ramirez served as Vice President, Digital Media at Spanish Broadcasting System where he was responsible for all digital revenue for their local radio websites and LaMusica app. Ramirez has over 17 years' leading U.S. Hispanic marketing initiatives for advertisers in the areas of Auto, CPG, Entertainment, Sports and Theatrical. A New York City native, Ramirez earned his MBA from Dowling in Long Island, NY and his BBA from Berkeley College in New York, NY. In his spare time, he enjoys empowering talent in the areas of ad tech, design and startups as the founder of The Advertising Society in Southern California.
Contact:
max@iheartmedia.com
Suresh Susarla - Demystifying Social MediaUSAA DigiMil
There is an explosion of tools, vendors and data, especially in the social media
landscape. Marketing spend is continuously increasing, but there is still a gap in
analyzing social data and understanding the performance measures.
In this session, we will recognize the rise of the platforms, reflect on vendor
solutions and attempt to demystify some thoughts around social data. This is
Social Media in the Middle East: The story of 2015Damian Radcliffe
Fourth annual report on the state of social media in the Middle East and North Africa. The report looks at data from a wide variety of public sources to identify trends in usage, controversies and wider developments across Facebook, WhatsApp, Instagram, Twitter, Snapchat and other networks.
Social Media Revolution What Matters And WhyPaul Gillin
A presentation to the World Presidents' Organization/New England Forty-Niners Chapter:
Social media is the next wave of internet based communication. Facebook has 250 million users and a market cap of $6.5 billion. Twitter has 23 million users, user growth of 1382% and 54% of Fortune 100 companies use it. LinkedIn is now used by many middle-upper level managers to stay connected professionally. Blog sites are replacing print news writer bylines.
These new tools are complimentary to email as a way of keeping up with sport stars, politicians, CEO's, university and hospital presidents, authors, industry experts, special interests and NE49er's.Information, opinion, reaction, and ease of access are all available with today's tools on your computer or your smart phone.
Videos referenced in this presentation:
Dove Evolution:
www.youtube.com/watch?v=iYhCn0jf46U
Slob Evolution:
www.youtube.com/watch?v=I0u0wWOMIsE
Canceling AOL:
http://www.youtube.com/watch?v=QN9zO5Z1-rI
Sticky Note Experiments
http://www.youtube.com/watch?v=Y1rZqw5bXb4&
Kristen will be presenting Pew Internet data on local news information ecosystems at a conference from February 21-22 called "Informing (In)Stability: The Security Implications of a Shifting News and Media Environment". The conference is being hosted by the Canadian Security Intelligence Service at the CSIS National Headquarters in Ottawa. The two-day, invitation-only conference is meant to inform the government’s appreciation of existing and potential security-related consequences of a rapidly evolving information environment globally. The conference brings together an international line-up of speakers, and Kristen will be part of a panel entitled "Gauging the New Information Era" with Ethan Zuckerman of the Center for Civil Media at MIT, and Mark Graham from the Oxford Internet Institute, Oxford University.
Q2 2014 Consumer Sharing Trends Report Reveals New Insights Into the Devices, Channels and Topics that Drive Social Sharing.
The Consumer Sharing Trends Report analyzes consumer sharing behavior from Q2 2014 across nearly every social channel on desktop and mobile devices. When you look at mobile vs. desktop, mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%.
Looking across channels, Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter. Additionally, there is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter.
Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users. Tablet sharing among users aged 55 and up nearly doubled since last quarter. This quarter, 43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop. Social engagement on mobile devices grew 13% among African Americans and 6% among Hispanics. For African Americans, smartphone adoption was a major contributor to mobile growth. Hispanic audiences have been particularly receptive of tablets, on which they shared 8% more than last quarter.
In addition to the mobile trends, we analyzed overall consumer sharing behavior and saw similar growth patterns from the first quarter of 2014. Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter. However, Facebook continues to dominate sharing activity with a total of 64% in Q2. Sharing via email continues to decline, albeit more modestly this quarter, with 0.1% decline in Q2. Channels such as Blogger and Tumblr also won out this quarter with 0.6% growth and 0.3% growth, respectively.
Diversify Your Channels:
The social media landscape continues to diversify, and so should your media strategies. The volume play doesn’t mean as much as it used to. Facebook may own 60% of shares, but Pinterest, Twitter, Blogger and the like have proven themselves to be powerful voice boxes for highly engaged audiences.
Align Your Content:
Different platforms lend themselves to different conversations. Twitter, with its fluid real-time feed, is the sensible forum for news and sports. Tablets are tactile, and the device of choice for users looking to swipe through Pins and videos. Master the characteristics of the various channels and devices, and align your media and content strategies accordingly.
African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for the conversations feeding social media and the web at large with an influence that vastly outweighs its user base for some time now.
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Resea...Influence Central
Millennials – the group of young, up-and-coming Americans in their post college 20s to early 30s – now represent the next rising generation, rapidly increasing in consumer power and influence. Yet despite this, Millennials remain among the least understood consumer sectors. To gain more in-depth insight into this group of consumers, Influence Central embarked on a groundbreaking study of 1,100 American Millennial Women. Our study focused on Millennials’ purchase path both online and offline, how their deep connections with family and friends impact the choices in their lives, and the effect of various types of media on their day-to-day decisions. The research findings paint a picture of a generation with a strong sense of self, influenced by family and peers alike, and steeped in the mosaic of the world around them.
Introducing thegen-narrators - Good RebelsGood Rebels
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.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
Social Media in the Middle East: The story of 2015Damian Radcliffe
Fourth annual report on the state of social media in the Middle East and North Africa. The report looks at data from a wide variety of public sources to identify trends in usage, controversies and wider developments across Facebook, WhatsApp, Instagram, Twitter, Snapchat and other networks.
Social Media Revolution What Matters And WhyPaul Gillin
A presentation to the World Presidents' Organization/New England Forty-Niners Chapter:
Social media is the next wave of internet based communication. Facebook has 250 million users and a market cap of $6.5 billion. Twitter has 23 million users, user growth of 1382% and 54% of Fortune 100 companies use it. LinkedIn is now used by many middle-upper level managers to stay connected professionally. Blog sites are replacing print news writer bylines.
These new tools are complimentary to email as a way of keeping up with sport stars, politicians, CEO's, university and hospital presidents, authors, industry experts, special interests and NE49er's.Information, opinion, reaction, and ease of access are all available with today's tools on your computer or your smart phone.
Videos referenced in this presentation:
Dove Evolution:
www.youtube.com/watch?v=iYhCn0jf46U
Slob Evolution:
www.youtube.com/watch?v=I0u0wWOMIsE
Canceling AOL:
http://www.youtube.com/watch?v=QN9zO5Z1-rI
Sticky Note Experiments
http://www.youtube.com/watch?v=Y1rZqw5bXb4&
Kristen will be presenting Pew Internet data on local news information ecosystems at a conference from February 21-22 called "Informing (In)Stability: The Security Implications of a Shifting News and Media Environment". The conference is being hosted by the Canadian Security Intelligence Service at the CSIS National Headquarters in Ottawa. The two-day, invitation-only conference is meant to inform the government’s appreciation of existing and potential security-related consequences of a rapidly evolving information environment globally. The conference brings together an international line-up of speakers, and Kristen will be part of a panel entitled "Gauging the New Information Era" with Ethan Zuckerman of the Center for Civil Media at MIT, and Mark Graham from the Oxford Internet Institute, Oxford University.
Q2 2014 Consumer Sharing Trends Report Reveals New Insights Into the Devices, Channels and Topics that Drive Social Sharing.
The Consumer Sharing Trends Report analyzes consumer sharing behavior from Q2 2014 across nearly every social channel on desktop and mobile devices. When you look at mobile vs. desktop, mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%.
Looking across channels, Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter. Additionally, there is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter.
Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users. Tablet sharing among users aged 55 and up nearly doubled since last quarter. This quarter, 43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop. Social engagement on mobile devices grew 13% among African Americans and 6% among Hispanics. For African Americans, smartphone adoption was a major contributor to mobile growth. Hispanic audiences have been particularly receptive of tablets, on which they shared 8% more than last quarter.
In addition to the mobile trends, we analyzed overall consumer sharing behavior and saw similar growth patterns from the first quarter of 2014. Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter. However, Facebook continues to dominate sharing activity with a total of 64% in Q2. Sharing via email continues to decline, albeit more modestly this quarter, with 0.1% decline in Q2. Channels such as Blogger and Tumblr also won out this quarter with 0.6% growth and 0.3% growth, respectively.
Diversify Your Channels:
The social media landscape continues to diversify, and so should your media strategies. The volume play doesn’t mean as much as it used to. Facebook may own 60% of shares, but Pinterest, Twitter, Blogger and the like have proven themselves to be powerful voice boxes for highly engaged audiences.
Align Your Content:
Different platforms lend themselves to different conversations. Twitter, with its fluid real-time feed, is the sensible forum for news and sports. Tablets are tactile, and the device of choice for users looking to swipe through Pins and videos. Master the characteristics of the various channels and devices, and align your media and content strategies accordingly.
African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for the conversations feeding social media and the web at large with an influence that vastly outweighs its user base for some time now.
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Resea...Influence Central
Millennials – the group of young, up-and-coming Americans in their post college 20s to early 30s – now represent the next rising generation, rapidly increasing in consumer power and influence. Yet despite this, Millennials remain among the least understood consumer sectors. To gain more in-depth insight into this group of consumers, Influence Central embarked on a groundbreaking study of 1,100 American Millennial Women. Our study focused on Millennials’ purchase path both online and offline, how their deep connections with family and friends impact the choices in their lives, and the effect of various types of media on their day-to-day decisions. The research findings paint a picture of a generation with a strong sense of self, influenced by family and peers alike, and steeped in the mosaic of the world around them.
Introducing thegen-narrators - Good RebelsGood Rebels
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.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
eMarketer Webinar: Tips for Reaching & Engaging the Elusive MillennialeMarketer
Join eMarketer CEO Geoff Ramsey to learn best practices, case studies and the latest strategies for marketing to millennials online in this eMarketer webinar.
http://www.emarketer.com/blog/index.php/emarketer-webinar-tips-marketers/
It’s time for a move to the Middleburbs, where we take refuge in content safe havens and our brand expectations are continuously rising. And with a new generation of tech-obsessed consumers entering adulthood, today’s cultural landscape is changing and creating new opportunities for marketers. Mindshare North America's latest Culture Vulture Trends report is here, unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.
Social Media Workshop from the Illinois Alcoholism and Drug Dependence Associ...LEAD
This presentation will help participants to gain a better understanding about the influential power of social media, and how that power can be used for good. High-level and highly paid marketing executives more often than not get it wrong! By learning how to align social media efforts with mission, you will leave this presentation with an understanding of how to effectively use social media to listen, to engage, and to change the conversation.
Facebook strengthens its leadership position by changing the way it controls the volume and content for promotional posts in the News Feed. Effective January 2015, users see more stories from friends and Pages and less promotional content (An Update to News Feed: What it Means for Businesses). It’s likely that Facebook’s News Feed adjustment increased engagement with the social network and, as a result, sharing activity increased. This quarter, Facebook represented 84% of sharing volume, up 12% from Q1 2014. Blogger, which makes up 5% of sharing volume, also saw a slight uptick in activity compared to last year (+2%). Meanwhile, Pinterest and Twitter saw slight declines in sharing (-5% and -3%, respectively).
A consensus from the participants is that businesses will increasingly consider big data as a new type of corporate assets, representing a key basis for gaining competitive advantage. For many industries, however, these are still early days for big data. While it is exciting to see companies now leverage tools and infrastructure to collect data and analyze data across business units, even from their partners and customers, most companies are still far from tapping the potential of big data for decision making, creating customer value, and driving innovation.
Sharing trends around the 2014 midterm elections. Republicans occupy Facebook for sharing, Democrats take to Twitter and Reddit for their political issues.
Shares surrounding events are 5x more likely to draw clickbacks within 24 hours. That’s a huge opportunity for marketers considering RTM strategies. Connecting with the right audiences at the right time allows marketers to tap into major swells in social engagement. But as we’ve found, RTM isn’t a “set it and forget it” affair. Sharing patterns around certain events can’t be predicted any more than the events themselves can be predicted. That’s why it’s especially important to rope in audience segmentation and media delivery with your RTM strategies, not just messaging.
Research Quantifies the Monetary Value of an Online Share.
Study Shows Content Shared Online Can Influence Consumers More than Price and Brand and Motivate People to Spend 9.5 Percent More
Millennials have become one of the great marketing conundrums of the early naughts: $200+ billion in spending power, an immutable presence across all things digital, mobile, and social, and yet we have very little insight into who they are, what they do, and how to engage with them.
Data Pipeline Management Framework on OozieShareThis
Architecture of campaign analytics
The issues in the old campaign analytics processes
Building pipeline management framework for robust computing environment
The goal of this workshop is to introduce fundamental capabilities of R as a tool for performing data analysis. Here, we learn about the most comprehensive statistical analysis language R, to get a basic idea how to analyze real-word data, extract patterns from data and find causality.
Over the course of 4 months, ShareThis observed the online social patterns of over 13 million users logging 49 million auto-related sharing events.
We cross-matched these against a database of 26 million unique users who owned or displayed interest in several dozen major automotive brands.
To understand the impact of advertising on sharers, we monitored over 11 million ad impressions from a selection of campaigns run by major automotive brands over the course of one month.
Quantifying the Monetary Value of Social Sharing. New analysis calculates dollar value and influence of sharing on purchase decisions; shows online sharing is nearly equivalent to in-person recommendations.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
2. SHARETHIS SOCIAL INTELLIGENCE PLATFORM
2 MONTHS OF DATA COLLECTION
7.8 BILLION
page views
87 MILLION
social signals
6.7 million CA users aged 18 to 34
120+ social channels
1.2 million offline purchasers 1
3.1 million sites and apps
2
METHODOLOGY
1. Purchase data was derived from a 3rd party database of 33 leading retailers selling
over 250 brands, and matched to ShareThis unique users.
There are 6.9 million people aged 18 to 34 in Canada. ShareThis sees what 95% of
them are browsing and sharing.
3. MILLENNIALS ARE HIGHLY ACTIVE, INFLUENTIAL,
CROSS-DEVICE, CHANNEL-AGNOSTIC SHARERS.
Their affinity for digital across all platforms is well-documented. The numbers,
however, don’t do it justice - because It’s not just about how much more
likely millennials are to post status updates on Facebook, but how the social
web has shaped and occupied their lives.
4. 4
MILLENNIALS ARE MORE SOCIAL
…AND MORE LIKELY TO INFLUENCE THEIR PEERS
19Average number of clickbacks
garnered by millennial shares.
35% more than average
47%Of millennials click back on content
shared by their peers.
2.0x more than average
22%Of Canadian millennials share online
content to their social networks.
3.1x more than average
4Average number of shares per
week by millennials.
1.9x more than average
5. 5
THEIR VOICE IS SPREAD ACROSS A GREATER
VARIETY OF SOCIAL CHANNELS
Canadian millennials use
Twitter twice as often as
American millennials.
But they use Pinterest and
Email half as often. 81%
6%
6%
62%
23%
6%
4%
Facebook
Twitter
Pinterest
Email
Reddit
Blogger
Tumblr
6. 6
THEY SOCIALIZE MORE OFTEN ON THE GO
SHARING ACTIVITY BY DEVICE:
46%
11%
17%
20%
Millennials
Gen Pop
Smartphone Tablet Desktop
7. 7
…AND USING THEIR DEVICES IN VASTLY
DIFFERENT WAYS
Facebook Twitter Pinterest Email Reddit
Blogger Tumblr
60%
16%
7%
4%
5%
6%2%
DESKTOP
70%
23%
SMARTPHONE
57%
8%
16%
3%
8%
5%3%
TABLET
9. THEIR SHARING HABITS REFLECT A MORE
NUANCED SET OF INTERESTS AND DEEPER
CONNECTION WITH BRANDS.
Millennials aren’t just kids anymore. They’re earning degrees, building
families, fighting wars, applying for loans, working their second, third, fourth,
or even fifth jobs. In other words, they’re growing up. What’s interesting is
how all of this is being reflected in the kinds of content they share.
10. 10
MILLENNIALS UTILIZE THE SOCIAL WEB FOR
SERIOUS CONVERSATION
Arts & entertainment drives the lion’s share of millennials’ social activity. Compared to their elders, however, they
are far more likely to socialize content concerning business, finance, health, education, and politics:
1.0x 0.9x
1.2x
0.9x
1.2x
1.5x
0.8x
1.0x
0.8x
0.9x
0.8x 0.8x 0.7x
0.9x
1.8x 1.8x
2.1x
0.7x
1.0x
1.1x
0.9x
1.1x
1.0x
0.6x
1.3x
Millennials Index vs Gen Pop
Their most over-indexed category, however, is Online Communities, which includes blogging photo & video
sharing, and social commenting resources.
11. 11
ARTS & ENTERTAINMENT CONVERSATIONS
Distribution of social activity by social channel
Channel Breakdown Top Conversations
Social activity by topic, indexed vs Gen. Pop.
Twitter and Facebook drive A&E sharing:
Millennials use Twitter 1.4x as often to talk about
arts & entertainment. Reddit, Tumblr, and
Blogger also experience a heavy skew.
Music & Movies drive buzz:
However, millennials socialize celebrities and
events nearly twice as often as the general
population.
58%29%
3%
Facebook
Twitter
Pinterest
Email
Reddit
Blogger
Tumblr
1.0x
0.9x
1.9x
0.7x
1.0x
1.6x
1.1x
1.0x
1.2x
1.0x
Movies
Music & Audio
Events & Listings
TV & Video
Visual Art & Design
Celebrities & Entertainment News
Performing Arts
Humor
Comics & Animation
Online Media
12. 12
MUSIC AND MOVIES ARE A MAJOR PORTION OF
MILLENNIALS’ SOCIAL DIET
Social activity by topic, indexed vs Gen. Pop.
Movie Conversations
Here’s how their conversations compare to the rest of the web:
Social activity by topic, indexed vs Gen. Pop.
Music Conversations
1.0x
0.9x
0.9x
0.9x
1.4x
1.1x
1.0x
1.1x
1.1x
1.5x
1.1x
1.2x
0.9x
0.9x
1.2x
1.3x
Musical Films
Romance Films
Bollywood & South Asian Film
Thriller, Crime & Mystery Films
Family Films
DVD & Video Shopping
Cult & Indie Films
Horror Films
Documentary Films
Movie Memorabilia
Science Fiction & Fantasy Films
Classic Films
Drama Films
Action & Adventure Films
Comedy Films
Animated Films
1.0x
1.1x
0.9x
1.3x
1.0x
1.2x
1.0x
1.1x
1.3x
1.1x
1.1x
1.0x
1.2x
1.1x
1.7x
Vocals & Show Tunes
Radio
Urban & Hip-Hop
Music Streams & Downloads
Religious Music
Jazz & Blues
Classical Music
Pop Music
Music Reference
Soundtracks
Rock Music
Music Art & Memorabilia
World Music
Experimental & Industrial Music
Music Education & Instruction
13. 13
FOOD & DRINK CONVERSATIONS
69%
16%
13%
Facebook
Twitter
Pinterest
Email
Reddit
Blogger
Tumblr
Distribution of social activity by social channel
Channel Breakdown Top Conversations
Social activity by topic, indexed vs Gen. Pop.
Food sharing happens on Pinterest:
Millennials use Facebook and Pinterest 1.2x and
2.7x as often, respectively, when sharing about
food.
Culinary Staples are highly social:
Millennials share about healthy ingredients like
grains, fruits, and vegetables more often than
the rest of the population.
1.4x
0.6x
1.3x
1.7x
1.2x
2.2x
0.7x
1.1x
0.2x
0.4x
0.4x
1.9x
0.5x
0.3x
Grains & Pasta
Meat & Seafood
Cooking Fats & Oils
Herbs & Spices
Condiments & Dressings
Fruits & Vegetables
Dairy & Eggs
Baked Goods
Candy & Sweets
Organic & Natural Foods
Snack Foods
Jams, Jellies & Preserves
Gourmet & Specialty Foods
Breakfast Foods
15. 15
PERSONAL CARE CONVERSATIONS
Distribution of social activity by social channel
Channel Breakdown Top Conversations
Social activity by topic, indexed vs Gen. Pop.
Beauty skews toward email and Pinterest:
Millennials use Pinterest and email 2.5x and 5.4x
as often, respectively, when sharing about
personal care.
Perfumes and fragrances drive sharing:
Millennials share about perfumes and
fragrances 1.7x as often as the rest of the
population.
74%
6%
13%
5%
Facebook
Twitter
Pinterest
Email
Reddit
Blogger
Tumblr
1.0x
1.7x
1.2x
1.1x
0.6x
0.3x
Face & Body Care
Perfumes & Fragrances
Skin & Nail Care
Hair Care
Hygiene & Toiletries
Make-Up & Cosmetics
17. 17
HOME & GARDEN CONVERSATIONS
Distribution of social activity by social channel
Channel Breakdown Top Conversations
Social activity by topic, indexed vs Gen. Pop.
Pinterest also dominates for home goods:
Millennials use Pinterest 5x as often to share
about home and garden.
Cleaning and maintenance drive buzz:
Millennials use social media to talk about
cleaning and home care more often than the
rest of the population.
49%
23%
25%
Facebook
Twitter
Pinterest
Email
Reddit
Blogger
Tumblr
1.3x
1.0x
2.8x
1.0x
1.3x
1.0x
2.0x
0.3x
4.2x
1.2x
2.6x
0.5x
Bedroom
Major Kitchen Appliances
Plumbing
Small Kitchen Appliances
Flooring
Home Furnishings
Roofing
Bathroom
House Painting & Finishing
Cookware & Diningware
Cleaning Supplies & Services
Home Appliances
19. 19
TECHNOLOGY CONVERSATIONS
Distribution of social activity by social channel
Channel Breakdown Top Conversations
Social activity by topic, indexed vs Gen. Pop.
Twitter and Reddit drive tech sharing:
Millennials use Twitter and Reddit 1.3x and 4.8x
as often, respectively, for consumer electronics
conversations.
Cameras and phones are the most social:
Millennials take to the social web to talk about
cameras and smartphones more often than the
rest of the population.
43%
28%
7%
16%
Facebook
Twitter
Pinterest
Email
Reddit
Blogger
Tumblr
1.6x
0.0x
1.1x
0.7x
0.9x
0.7x
0.0x
Camera & Photo
Phones
Audio
Computers
Software
TV & Video
Game Systems
21. 21
MUCH OF THEIR SOCIAL ACTIVITY
TRANSLATES TO PURCHASE ACTIVITY
Social purchase lift among millennials
Lift in purchase activity among general population
Read as: millennials who share about electronics are 2.4x more likely to purchase
products they shared about.
2.4x
2.1x
1.8x
1.7x
1.8x
1.6x
1.2x
1.5x
Electronics
Food & Drink
Household Supplies
Personal Care
SOCIAL PURCHASE LIFT
23. 23
IMPLICATIONS
What defines this audience isn’t so much when they were born, but
the space that the social web occupies in their lives. Pay close
attention to their sharing habits and broaden your reach across
social channels and devices.
MILLENNIALS ARE HIGHLY ACTIVE, HIGHLY INFLUENTIAL,
MULTI-CHANNEL, CROSS-PLATFORM SHARERS
Millennials may be reluctant to self-identify on surveys and
questionnaires, but their sharing behaviors online reflect their
personal interests to a greater degree. Reach them via key passion
points, like business and politics, to engage with them more deeply.
THEIR DIGITAL PROFILE IS AN EXTENSION OF
THEIR PERSONAL PROFILE
Like other generations, millennials are a diverse audience. But what
separates them are the disparate ways in which different millennials
use the social web to shape their lives. Don’t throw the kitchen sink;
appeal to their life stage and background rather than their age.
MILLENNIALS ARE A MORE NUANCED DEMOGRAPHIC
THAN WE MAKE THEM OUT TO BE
24. Use social signals to determine where and when to spend media dollars
MILLENNIALS ARE TWICE AS LIKELY TO PURCHASE
PRODUCTS THEY SHARE ABOUT
For millennials, sharing is a more profound indication of passion. Use social
data to identify users who shared relevant content.
IDENTIFY
TARGET
Align messaging with millennials’ interests and deliver media to
contextually relevant content with which they most engage.
OPTIMIZE
Heavy-up deployment around key
events to drive conversion when
conversations are abuzz
Monitor sharing trends in real time and
capitalize on user intent as quickly as
possible throughout the purchase funnel