1
Millennial Footprint
On Media and Entertainment
2
“Generations are
shaped by history,
and then history is
shaped by generations”
Aristotle
3
Each Generation
Shares in History:
• Common Age
• Common Location
4
Each Generation
Shares Common:
• Attitudes
• Behavior Traits
• Collective Identity
5
Actions/Behaviors
Opinions/Attitudes
What shapes behaviors?
Values/Beliefs
What are the prevailing cultural norms when g...
6
7
8
Baby Boomers
Focus of Attention
Self-Actualized
Idealistic
Group Oriented
Challenge Authority/Rules
Work-focused
Change ...
9
10
Generations and Technology
Boomers
1980’s – 1990’s
GenXers
2000’s – 2010’s
Millennials
2010’s – 2030’s
11
OUTLINE
• Who are the Millennials?
• The Four Values That
Shape Their Behavior
• The Footprint for the
Future of Media ...
12
Who Are the Millennials?
13
The Millennials
• Born 1982 – 2004
• Currently 10-32 years old
• 32% of US Population (100 million)
14
Coming of age in the 2000’s
15
What Do We Know About Millennials?
16
Millennials
• Special
• Sheltered
• Confident
• Team-
oriented
• Achieving
17
Most Ethnically Diverse and
Educated Generation
18
19
High School and College-Aged Youth
Trend in Last 15 Years
• unstructured free play, hours per week DOWN
• sleep, hours ...
20
21
Four Millennial Themes That Will
Shape Media and Entertainment
• Hyper-Socialization
• First Life/Second Life Blend
• T...
22
I Love Everybody
23
I Love My Family
• Get along with parents
• 82% of teens report
“no problems” with any
family member—up
from 75% in 198...
24
I Love My Friends
“My friends are the most important thing in my life”
Millennials
55%
GenXers
44% Boomers
40%
*Source:...
25
I Love My Friends
Source: Entertainment Software Association
51%
of Millennials
play games
with their
friends.
16%
of M...
26
I Love My Community(Trust)
27
I Trust My Community
28
Hyper-Socialization
It takes a village
• 55 million viewers
• 16 days
• 1.6 million participating
• Social experiment
•...
29
First Life/Second Life Blend
30
First Life/Second Life Blend
31
First Life/Second Life Blend
32
First Life/Second Life Blend
33
First Life/Second Life Blend
34
In Real Life
“He’s the site’s
worst troll, but
IRL he’s a
lawyer”
35
First Life/Second Life Blend
36
First Life/Second Life Blend
10hrs
8hrs
7hrs
MILLENNIAL BOOMER GENXER
Average hours a day in front of a screen.
37
First Life/Second Life Blend
Sometimes,
I think Life
is like a
video game
52%
38
First Life/Second Life Blend
“I know it’s not real, but I think it is”
39
The Maker Movement
40
The Maker Movement
30% of Millennial’s Media time is spent with
User Generated Content (UGC)*
*Content created and cura...
41
Maker Movement
42
Maker Movement
Where players create and creators play
43
The Maker Movement
Education Avocation
44
Avo-tainment
There are 1 million broadcasters on twitch.tv
Top earner in 2013: over $300k
45
Avo-tainment
46
Edu-tainment
47
The Barney Effect
48
The Barney Effect– Be Nice, Be Fair
Source: CNN/ORC poll, Feb 2014
"The government should work to substantially reduce ...
49
50
Socially Conscious
“Having a positive impact on society is important to me.”
Percent Strongly Agree
*Source: LifeCourse...
51
Socially Conscious
“It is important to me to company I buy products
from supports social causes.”
*Source: LifeCourse s...
52
Equity/Fairness
70% of Millennials agree with
the statement “If a company is
unfair with me, I’ll figure out how
to mak...
53
Equity/Fairness
“Millennials expect brands
to listen to their feedback
and engage in a two-way,
interactive conversatio...
54
Participation
55
SUMMARY
56
40,832
30,634
26,927
32,767
16,342 15,293 13,923
12,35411,630 11,906
9,920 9,1248,841 8,910 9,001 8,006
5,187 5,132 5,4...
57
0.000%
0.005%
0.010%
0.015%
0.020%
0.025%
0.030%
0.035%
0.040%
0.045%
ShareofSearchClicks
Search Term Variations - "twi...
58
Three-Word Mantra
PARTICIPATE CREATE SHARE
59
The Education Revolution
60
Check Your Basement
61
THANK YOU!
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thinkLA Entertainment Marketing Breakfast 2014 -Warren Wright presentation

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At thinkLa's EMB 2014, speaker Warren Wright from LifeCourse described how millennials make their decisions based on their beliefs, attitudes and values.

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thinkLA Entertainment Marketing Breakfast 2014 -Warren Wright presentation

  1. 1. 1 Millennial Footprint On Media and Entertainment
  2. 2. 2 “Generations are shaped by history, and then history is shaped by generations” Aristotle
  3. 3. 3 Each Generation Shares in History: • Common Age • Common Location
  4. 4. 4 Each Generation Shares Common: • Attitudes • Behavior Traits • Collective Identity
  5. 5. 5 Actions/Behaviors Opinions/Attitudes What shapes behaviors? Values/Beliefs What are the prevailing cultural norms when growing up?
  6. 6. 6
  7. 7. 7
  8. 8. 8 Baby Boomers Focus of Attention Self-Actualized Idealistic Group Oriented Challenge Authority/Rules Work-focused Change Agents Generation X Ignored Survivors Cynical Individualists Avoid the rules Self-Directed Pragmatic Millennials Special Sheltered Confident Team-Oriented Conventional Pressured Achieving
  9. 9. 9
  10. 10. 10 Generations and Technology Boomers 1980’s – 1990’s GenXers 2000’s – 2010’s Millennials 2010’s – 2030’s
  11. 11. 11 OUTLINE • Who are the Millennials? • The Four Values That Shape Their Behavior • The Footprint for the Future of Media and Entertainment
  12. 12. 12 Who Are the Millennials?
  13. 13. 13 The Millennials • Born 1982 – 2004 • Currently 10-32 years old • 32% of US Population (100 million)
  14. 14. 14 Coming of age in the 2000’s
  15. 15. 15 What Do We Know About Millennials?
  16. 16. 16 Millennials • Special • Sheltered • Confident • Team- oriented • Achieving
  17. 17. 17 Most Ethnically Diverse and Educated Generation
  18. 18. 18
  19. 19. 19 High School and College-Aged Youth Trend in Last 15 Years • unstructured free play, hours per week DOWN • sleep, hours per week DOWN • age at which career choices are made DOWN • temp work for pay, hours per week DOWN • homework, hours per week UP • intend to go to 4-year college, share of total UP • admission standards, at typical college UP • first job via internship, share of total UP
  20. 20. 20
  21. 21. 21 Four Millennial Themes That Will Shape Media and Entertainment • Hyper-Socialization • First Life/Second Life Blend • The Maker Movement • The Barney Effect
  22. 22. 22 I Love Everybody
  23. 23. 23 I Love My Family • Get along with parents • 82% of teens report “no problems” with any family member—up from 75% in 1983, 48% in 1974.* • Parents are a source they Trust! *Source: National Association of Secondary School Principals (2005)
  24. 24. 24 I Love My Friends “My friends are the most important thing in my life” Millennials 55% GenXers 44% Boomers 40% *Source: Percent Strongly Agree and Agree, LifeCourse survey, 2014
  25. 25. 25 I Love My Friends Source: Entertainment Software Association 51% of Millennials play games with their friends. 16% of Millennials play games with their parents. 32% of Millennials play games with their family members. 72% of Millennials play games with their friends and family members.
  26. 26. 26 I Love My Community(Trust)
  27. 27. 27 I Trust My Community
  28. 28. 28 Hyper-Socialization It takes a village • 55 million viewers • 16 days • 1.6 million participating • Social experiment • Democracy v. Anarchy
  29. 29. 29 First Life/Second Life Blend
  30. 30. 30 First Life/Second Life Blend
  31. 31. 31 First Life/Second Life Blend
  32. 32. 32 First Life/Second Life Blend
  33. 33. 33 First Life/Second Life Blend
  34. 34. 34 In Real Life “He’s the site’s worst troll, but IRL he’s a lawyer”
  35. 35. 35 First Life/Second Life Blend
  36. 36. 36 First Life/Second Life Blend 10hrs 8hrs 7hrs MILLENNIAL BOOMER GENXER Average hours a day in front of a screen.
  37. 37. 37 First Life/Second Life Blend Sometimes, I think Life is like a video game 52%
  38. 38. 38 First Life/Second Life Blend “I know it’s not real, but I think it is”
  39. 39. 39 The Maker Movement
  40. 40. 40 The Maker Movement 30% of Millennial’s Media time is spent with User Generated Content (UGC)* *Content created and curated by their peers
  41. 41. 41 Maker Movement
  42. 42. 42 Maker Movement Where players create and creators play
  43. 43. 43 The Maker Movement Education Avocation
  44. 44. 44 Avo-tainment There are 1 million broadcasters on twitch.tv Top earner in 2013: over $300k
  45. 45. 45 Avo-tainment
  46. 46. 46 Edu-tainment
  47. 47. 47 The Barney Effect
  48. 48. 48 The Barney Effect– Be Nice, Be Fair Source: CNN/ORC poll, Feb 2014 "The government should work to substantially reduce the income gap between the rich and the poor." 72% of Millennials Agree
  49. 49. 49
  50. 50. 50 Socially Conscious “Having a positive impact on society is important to me.” Percent Strongly Agree *Source: LifeCourse survey, 2014 Millennials 30% GenXers 24% Boomers 22%
  51. 51. 51 Socially Conscious “It is important to me to company I buy products from supports social causes.” *Source: LifeCourse survey, 2014 Percent Agree Millennials 54% GenXers 46% Boomers 48%
  52. 52. 52 Equity/Fairness 70% of Millennials agree with the statement “If a company is unfair with me, I’ll figure out how to make things fair.” Nick Shore. “Millennials Are Playing with You.” Harvard Business Review. December 12, 2011.
  53. 53. 53 Equity/Fairness “Millennials expect brands to listen to their feedback and engage in a two-way, interactive conversation with them.” --Social Intelligence
  54. 54. 54 Participation
  55. 55. 55 SUMMARY
  56. 56. 56 40,832 30,634 26,927 32,767 16,342 15,293 13,923 12,35411,630 11,906 9,920 9,1248,841 8,910 9,001 8,006 5,187 5,132 5,413 4,166 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Feb '11 Feb '12 Feb '13 Feb '14 FOX CMDY ESPN ADSM TOON • Across all networks, the total P18-34 audience decreased in audience size from 2011-2014. THE MAJORITY OF NETWORKS ARE SEEING A DECLINE IN THEIR 18-34 AUDIENCE Prepared for: Twitch TV Source: Source: Nielsen; Combined Home & Work Online Panel, P18-34, Feb 2011-2014 P18-34 Network Reach Proj (000) 2011-2014 % Change FOX -20% CMDY -24% ESPN -22% ADSM -9% TOON -20%
  57. 57. 57 0.000% 0.005% 0.010% 0.015% 0.020% 0.025% 0.030% 0.035% 0.040% 0.045% ShareofSearchClicks Search Term Variations - "twitch" vs "buzzfeed" "twitch" "buzzfeed" Search Term Variations Volume of search variations of ‘twitch’ has increased 12x or 1105% YoY
  58. 58. 58 Three-Word Mantra PARTICIPATE CREATE SHARE
  59. 59. 59 The Education Revolution
  60. 60. 60 Check Your Basement
  61. 61. 61 THANK YOU!

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