Gen-narrators in the UK
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Transcript of Gen-narrators in the UK
MILLENNIALS IN 2015
“Millennials will be the largest generation in the workforce in 2015 This is the year Millennials claim their place in the global economy”
Fast Company
December 2014
2
MILLENNIALS MAKE UP ALMOST A QUARTER OF THE TOTAL UK POPULATION
Gen Z 21%
Millennials 22%
Gen X 22%
Baby Boomers 23%
Silent Generation
12%
Total UK population (2013)
SOURCE:
Source: Office for National Statistics, Population Estimates for UK, England and Wales, Scotland and Northern Ireland, Mid-2013
3
MILLENNIALS PURCHASING POWER IS EXPECTED TO GROW EXPONENTIALLY
Source: Kit, Yarrow and O’Donnell, Jayne. Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail. 2009
4
By 2017 Millennials will have the
Of any generation
MOST SPENDING POWER
MILLENNIALS RELY ON RECOMMENDATIONS FOR THEIR PURCHASE DECISIONS
Source: Talking to Strangers: Millennials Trust People over Brands, Bazaarvoice, 2012. Image: Clarissa Rossarola, Flickr Creative Commons
5
84% Millennials say
Is the primary purchase influencer
WORD OF MOUTH
METHODOLOGY
We started off with a large-scale quantitative research study. We surveyed 22,540 UK internet users to find out how
This produced some very interesting findings to show us what our sub segment of Millennials do differently to other Millennials – or other generations. But it didn’t tell us why.
In order to find out why, we recruited a select panel of 32 influential Millennials to let us into their lives and uncover the reasons behind their behaviour and media consumption.
15
A SPECIFIC BRAND OF INFLUENTIAL MILLENNIALS STOOD OUT & FOUND US
Our sub-segment of 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)
16
WE CALL THESE INFLUENTIAL MILLENNIALS THE GEN-NARRATORS 17
They tell a very
About their generation
DIFFERENT STORY
GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES
Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014
18
1%
19%
80%
AMPLIFIERS
GEN-NARRATORS FOLLOWERS
NOT ONLY DO THEY CONSUME MORE NEWS MEDIA ONLINE
Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014
23
77% 66% 55% 44% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e u
se o
f on
line
ne
ws
30% OF GEN-NARRATORS SPEND OVER AN HOUR A DAY READING ONLINE NEWS MEDIA
Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014
24
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Baby Boomers
Generation X
Millennials
Gen-narrators
Do not use Less than 1 hour 1-3 hours 3-6 hours More than 6 hours
THEY EVEN CONSUME MORE PHYSICAL (PRINT) MEDIA
Source: GlobalWebIndex, UK data, time spent reading physical press, Q1, Q2, Q3 2014
25
77% 67% 61% 60% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e u
se o
f on
line
ne
ws
WE FOUND A DIRECT CORRELATION BETWEEN ONLINE MEDIA CONSUMPTION AND BRAND ENGAGEMENT
30
40
50
60
70
80
90
100
30 40 50 60 70 80 90 100
Perc
en
tag
e w
ho
reg
ula
rly e
ng
ag
e w
ith
bra
nd
s o
nlin
e
Percentage who regularly consume online print/press
Source: GlobalWebIndex, UK data, time spent reading online print/press & brand activation, Q1– Q3 2014
26
Gen-narrators
Millennials
Gen X
Boomers
GEN-NARRATORS ARE MUCH MORE LIKELY TO LEAVE REVIEWS
Source: GlobalWebIndex, UK data, Brand activation, Interactions in past month, Left feedback/review on brand website, Q1, Q2, Q3 2014
27
19% 9% 10% 11% 0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e u
se o
f on
line
ne
ws
GEN-NARRATORS REGULARLY TALK TO THEIR FRIENDS ABOUT NEW BRANDS AND PRODUCTS
Source: GlobalWebIndex, UK data, self perceptions – agree that ‘I regularly inform friends and family on new products/services’, Q1, Q2, Q3 2014
28
64% 54% 46% 32% 0%
10%
20%
30%
40%
50%
60%
70%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e u
se o
f on
line
ne
ws
GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES
Source: Good Rebels 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
WHO DO YOU TRUST TO GIVE YOU THE FACTS?
Source: Good Rebels Crowd research panel, UK, January 2015
32
“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”
CASE STUDY: CHARLIE HEBDO ATTACKS
Source: Good Rebels Crowd research panel, UK, Forum discussion, January 2015
33
“I saw a few videos pop up on
Facebook, however I did
turn to the TV for more info”
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
35
36% 23% 15% 6% 0%
5%
10%
15%
20%
25%
30%
35%
40%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e w
ho
sa
y th
e in
tern
et
is ‘v
ery
imp
ort
an
t’ fo
r sh
arin
g
co
nte
nt
“THE CURATING POT” BY ANNA
Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015
36
2014 SAW A 30% INCREASE IN AGGREGATOR USE AMONGST GEN-NARRATORS
Source: GlobalWebIndex, UK data, internet activities online, have used aggregator in last month, Q1 2014 – Q4 2014
38
0%
5%
10%
15%
20%
25%
30%
35%
40%
Q1 2014 Q2 2014 Q3 2014 Q4 2014
Re
gu
lar a
gg
reg
ato
r usa
ge
“ANY DEVICE, ANY APP, ANYWHERE” BY TOBY
Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015
39
GEN-NARRATORS ARE MORE LIKELY TO WANT TO STAND OUT IN A CROWD
Source: GlobalWebIndex, UK data, attitudes and lifestyle, self perceptions, Q1– Q3 2014
42
49% 37% 25% 8% 0%
10%
20%
30%
40%
50%
60%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e w
ho
like
to
sta
nd
ou
t in
a c
row
d
“THE IRON THRONE” BY SAM
Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015
43
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
45
67% 53% 39% 22% 0%
10%
20%
30%
40%
50%
60%
70%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e w
ho
be
lieve
th
e
inte
rne
t is
imp
ort
an
t fo
r ch
an
gin
g
oth
er p
eo
ple
’s o
pin
ion
s
WHO DO YOU TRUST TO GIVE YOU THE FACTS?
Source: Good Rebels Crowd research panel, UK, Forums, January 2015
46
“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.”
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
48
90% 62% 49% 38% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Gen-narrators Millennials Generation X Baby Boomers
Re
gu
larly
po
st o
pin
ion
s a
bo
ut
pro
du
cts
or s
erv
ice
s o
nlin
e
HOW DO YOU INFLUENCE?
Source: Good Rebels Crowd research panel, UK, Forums, January 2015
49
“(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.”
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
51
43% 33% 27% 22% 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Gen-narrators Millennials Generation X Baby Boomers
Mo
tiva
tion
s fo
r pro
mo
ting
bra
nd
s o
nlin
e –
‘lo
ve fo
r th
e b
ran
d’
EVELYN’S ECO BEAUTY BLOG
Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015
52
[PLACEHOLDER FOR GLOBAL OVERVIEW]
What’s unique about UK Gen-narrators? How do they differ globally?
53
GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES
Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014
55
1%
19%
80%
AMPLIFIERS
GEN-NARRATORS FOLLOWERS
THERE ARE DIFFERENT INFLUENCE LEVELS AMONGST MILLENNIALS 56
• 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
AMPLIFIERS ARE THE CELEBRITY INFLUENCERS. THEY SHOUT LOUDER.
Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014
57
1%
19%
80%
AMPLIFIERS
GEN-NARRATORS FOLLOWERS
GENERATORS ARE THE AUTHORITIES. THEY CUT DEEPER.
Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014
58
1%
19%
80%
AMPLIFIERS
GEN-NARRATORS FOLLOWERS
AMPLIFIERS
Reach Popularity Virality Short-term Blast
Depth Credibility Authenticity Long-term Knowledge
GEN-NARRATORS
HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY 60
Meet their
Build their authority
THIRST FOR KNOWLEDGE
ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT 61
Provide a
For them to debate
SAFE AND FOCUSED SPACE
ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS 62
Give them a
That boosts their brand
REASON TO RECOMMEND
GEN-NARRATORS ARE KEEN AND EAGER TO GET INVOLVED 63
Above all they want to
To intelligent conversations
ADD VALUE AND CONTRIBUTE
THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS 64
Because they are
Your messages will spread
TRUSTED CURATORS