Omar Abedin, CEO Starcom Mediavest Group Pakistan talked about the Media consumption behavioral trends of the Millennials in Pakistan at the 19th MAP Convention - Rising with the Millennials to create sustainable businesses.

1. THE MEDIA CONSUMPTION HABITS OF MILLENNIALS

2. WHAT IS A
GENERATION?
The average period,
generally considered to be
about thirty years, during
which children are born
and grow up, become
adults, and begin to have
children of their own

3. GENERATIONS ARE DEFINED
BY THE YEAR THEY
WERE BORN IN

4. THE SILENT
GENERATION
GENERATION X
BABY BOOMERS GENERATION Z
1925 to 1942
1945- 1964
1964-1982
MILLENNIALS
1982- 2000
2000-2020
Source: Wikipedia

5. THE YEARS THEY WERE BORN IN DEFINED THEIR LIVES

6. WHAT ARE THE MOST
DEFINITIVE EVENTS FOR
THE PAST FIVE GENERATIONS?

7. THE SILENT GENERATION
BABY BOOMERS
VIETNAM WAR
GENERATION X
THE AIDS EPIDEMIC
THE GREAT DEPRESSION
MILLENNIALS
1982- 2000

8. OTHER NOTABLE EVENTS WHICH AFFECTED
MILLENNIALS AROUND THE WORLD & IN
PAKISTAN
THE
RECESSION
IN 2007-
2008
THE WAR
ON
TERROR
WIDE SPREAD
INTERNET &
TECH BOOM

10. A CLOSER LOOK AT THE
MILLENNIAL CONSUMER
IN PAKISTAN

11. 53%
47%
APPROXIMATELY
47% OF PAKISTANIS
ARE MILLENNIALS
Source: CMI Pakistan, 18-35 MF, Urban

12. 56%
WHAT DO THEY DO?
Source: CMI Pakistan, 18-35 MF, Urban
HOME
MAKERS
25%
STUDENTS/
UNEMPLOYED
8%
BUSINESS
OWNERS
11%
EMPLOYED
WORKERS

13. ENTITLED
Heightened sense of
self. Want flexible
work schedules & high
expectations from
work & life
TECH
SAVVY
Grew up in the
technology boom,
always connected to
the internet & their
phones
Choice of products &
services are heavily
influenced by reviews
and comments online
OPEN MINDED &
OPINIONATED
Open to flexibility of
ideas, thoughts and
opinions. Don’t always
feel the need to
follow tradition
SOCIALLY
CONCIOUS
They care about the
environment & social
causes. Sustainability
is important to them
Source: CMI Pakistan, 18-35 MF, Urban
IN NEED OF
VALIDATION
WHAT ARE THEY ALL ABOUT?
BEHAVIOR. THOUGHTS. ATTITIUDES

14. HOW DO WE REACH THEM?
Source: CMI Pakistan, 18-35 MF, Urban
PRINT
17%
DIGITAL
23%
OOH
45%5%
RADIOTV
85%

15. 120
HOW MANY MINUTES A DAY DO THEY SPEND ON
EACH MEDIUM?
Source: CMI Pakistan, 18-35 MF, Urban –
Time Spent based on majority population
TV
60
DIGITAL
30
RADIO
5
PRINT

16. WHAT CONTENT DO THEY

17. THE CONTENT THEY GREW UP WITH
The Pakistani Millennial was born into a time where we only had
access to 2-3 local TV channels and they grew up to witness the
advent of the dish tv, and eventually the opening up of media to the
100+ local channel landscape we have now
YOUR TITLE
GOES HERE
Entrepreneurial activities differ
substantially depending on the type of
organization

18. WHAT CONTENT DO THEY LOVE NOW?
The millennial today has a lot of TV memories to look back on –
from simple to complex, from limited choices to virtually unlimited
ones, they are now picky about the content they love
LEARN MORE
YOUR TITLE
GOES HERE
Entrepreneurial activities differ
substantially depending on the type of
organization

19. RURAL VS URBAN MILLENNIALS
IN PAKISTAN

20. TOTAL MILLENNIAL POPULATION
OF PAKISTAN
58,293,870
URBAN
19,093,001 (32.75%)
RURAL
39,200,869 (67.25%)
3,022,159 16,070,842 1,893,147 37,307,722
2,027,376 994,783 7,231,878 8,838,963 1,495,677 397,470 16,788,474 20,519,247

21. PROFILE 1:
THE RURAL MILLENNIAL MALE
NAME: NASIR KHAN
AGE: 27
OCCUPATION:
SHOP OWNER
MARITAL STATUS:
MARRIED
LOCATION:
CHAKWAL,
PAKISTAN
RADIO – BOL FM 88
MEDIUM USED FOR ENTERTAINMENT
HANDSET
LOW END SMARTPHONE/ 2G FEATURE PHONE
LIKES
TALKING ABOUT LOCAL POLITICS, WATCHING COMEDY
SHOWS ON DVD & LISTENING TO PUNJABI MUSICIANS
SOCIAL MEDIA USAGE
USES SOCIAL MEDIA TO UPLOAD PHOTOS OF HIMSELF
& HIS FAMILY ON SPECIAL OCCASSIONS

23. PROFILE 2:
THE URBAN MILLENNIAL FEMALE
NAME: SARA AHMED
AGE: 22
OCCUPATION:
ARCHITECTURE
STUDENT
MARITAL STATUS:
ENGAGED
LOCATION:
LAHORE,
PAKISTAN
LAPTOP – TO WATCH IFLIX AFTER COLLEGE
MEDIUM USED FOR ENTERTAINMENT
HANDSET
SAMSUNG S7
LIKES
COKE STUDIO, TRAVELLING TO DUBAI TO SHOP &
PAULO COELHO NOVELS
SOCIAL MEDIA USAGE
MOSTLY USES TWITTER TO RETWEET INSPIRATIONAL
RUMI QUOTES & TO SHARE HER FEELINGS ABOUT THE
WORLD

25. THERE ARE 15-20 MILLION
MILLENNIALS WHO ARE REGULARY
ONLINE IN PAKISTAN
Source: CMI/ Facebook Insights

26. LET’S TAKE A CLOSER LOOK AT THEIR
ONLINE HABITS

27. DRAMAS
FUNNY
CLIPS
LIVE SPORTS
TRANSMISSIONS
NEWS SONGS COOKING
SHOW
WHAT VIDEO CONTENT DO THEY LIKE TO WATCH ONLINE?

28. 14%
SPORTS
15%
FASHION &
ENTERTAINMENT
EDUCATION
COOKING SOCIAL NETWORKING OTHER
WHAT TOPICS ARE THEY BROWSING?
Source: CMI Pakistan, 18-35 MF, Urban
18%
4% 46% 3%

29. FEATURE
NAME
FEATURE
THREE
MOBILE FOR MILLENNIALS, IS ALWAYS ON
Y O U C A N W R I T E H E R E
A company is an association or collection of individuals, whether natural persons, legal persons, or a mixture of
both. Company members share a common purpose and unite in order to focus.
35 % of
Millennials
say they
cannot even
spend 1 hour
without
their phone
Source: CMI Pakistan, 18-35 MF, Urban

30. WHAT ARE THEY DOING ON THEIR PHONES?
SEND/RECEIVE
PICS& VIDEOS
CHAT,
EMAILS &
CALLS
GAMES AND
ENTERTAINMENT
WATCH
TV/RADIO
ONLINE
SOCIAL
NETWORKING OTHER

31. THEIR
FAVOURITE
APPS
Source: Google Display Planner
NETWORKING
GAMES
UTILITY

32. FACEBOOK HAMARI
WEB
OLX YOU TUBE
WHAT
MOBILE
EXPRESS.PK JANG
NEWS
URDU
POINT
WHICH WEBSITES DO THEY VISIT THE MOST?
Source: Google Display Planner & CMI

33. CORNETTO
CADBURY GUL AHMED NESCAFECOCA COLA
MC
DONALDS
MAGNUM SUNSILK
WHAT BRANDS DO THEY LOVE?
Source: Facebook Audience Insights

34. MILLENNIALS TO SHOP

35. OPEN MARKETS
&
UTILITY STORES
WHERE CAN YOU FIND THE
MILLENNIAL SHOPPER ON GROUND?
MALLS &
DEPARTMENT
STORES
SUPERMARKETS SMALL LOCAL
STORES
OTHER
OTHER
21% 18% 39% 8% 14%

36. MILLENNIALS ONLINE SHOPPING
BEHAVIOR

37. 65% of millennials who use the
internet, search for an item online
before purchasing it

38. DARAZ OLX KAYMU FOOD
PANDA
LOOTLO DEAL
TODAY
SYMBIOS HOME
SHOPPING
WHERE DO MILLENNIALS SHOP ONLINE?
Source: Facebook Audience Insights

39. WHAT ARE THEY SHOPPING FOR?*
80% of millennial shoppers said they purchased items of less
than 15,000 PKR
Source: Brainchild Internal Survey
Most shopped items were
Fashion
Items
Gadgets Food

40. INTENT AND INCLINATION OF
ONLINE MILLENNIAL SHOPPERS

41. 11,000
PREMIUM
RETAIL
3,000
MOTHERS
DAY
SHOPPING
102,000
CELL
PHONES
57,300
CARS
3000
EMPLOYMENT
17,400
TRAVEL
6,600
LUXURY
CRUISES
WE ANALYZED HABITS OF 219,000 MILLENNIALS ONLINE TO
SEE WHAT WERE THEY INTERESTED IN BUYING
101,700
GAMES
Source: Oracle Blue Kai DMP

42. WHAT ARE WE LOOKING AT FOR
MILLENNIALS IN 2020 AND
BEYOND?

43. Source: Forbes
WE NEED TO REALIZE THAT THE MILLENNIAL
GENERATION IS AGING
BY 2025, the oldest millennials will be 40+ years old

44. GROWING NET
WORTH
As millennials grow
older, so does their
net worth. They have
more money to spend
and more money to
invest
GROWING
LIFE
EXPECTANCY
Advances in medicine
make millennials the
first generation in
history who can
expect to live till 90
Being individualistic,
millennials are likelyy
to get married & start
families later on than
their predecessors
DIFFERENT
PRIORITIES
As they age, they
won’t retain the
traditions of their
older generations and
hence will always be
open to new ideas
Source: CMI Pakistan, 18-35 MF, Urban
SHIFT IN KEY
LIFE POINTS
WHAT ARE KEY ASPECTS WE SHOULD KNOW ABOUT AGING
MILLENNIALS?

45. THE MILLENNIALS ARE A VERY INTERESTING
DEMOGRAPHIC.
IF YOU NEED HELP UNDERSTANDING THEM,
COME SEE US.
www.brainchild.net
#AOTF