INTRODUCING THE GEN-NARRATORS - Economist Group...Source: GlobalWebIndex, global data, audience...

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A global research project exploring the media habits, attitudes and behaviours of influential Millennials in 2015 - Global findings and data INTRODUCING THE GEN-NARRATORS AUGUST 2015

Transcript of INTRODUCING THE GEN-NARRATORS - Economist Group...Source: GlobalWebIndex, global data, audience...

Page 1: INTRODUCING THE GEN-NARRATORS - Economist Group...Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014 13 29% 21% 12% MILLENNIALS GEN X BOOMERS % of

A global research project exploring the media habits, attitudes and behaviours of influential Millennials in 2015 - Global findings and data

INTRODUCING THE GEN-NARRATORS

AUGUST 2015

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“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, 2014)

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By 2017 Millennials will have

THE MOST SPENDING POWER of any generation.

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MILLENNIALS ARE… MISUNDERSTOOD

Source: Bloom Worldwide

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AND MISUNDERSTOOD BY OUR INDUSTRY

“We naturally trust the BBC, the New York Times or the Guardian. But younger people, Millennials, don’t naturally feel that way. If they see something on Buzzfeed or Vice, or watching Periscope, the way they react to it is very different.” Martin Sorrell

Source: http://www.theguardian.com/media/2015/jun/29/sir-martin-sorrell-traditional-media-too-stuffy-for-young-digital-readers / Bloom Worldwide

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WE STARTED WITH TWO HYPOTHESIS

!  NOT ALL MILLENNIALS ARE THE SAME

!  TRADITIONAL MEDIA BRANDS STILL PLAY A ROLE IN THEIR LIVES

Source: Bloom Worldwide

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WE USED 2 DIFFERENT RESEARCH APPROACHES TO TEST THIS HYPOTHESIS

For the purposes of this research, Millenials are defined as 18-33, Gen X as 34- 49, and Baby Boomers as 50-68 (although GWI data goes to age 65 only)

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1. Quantitative survey data

!  Global sample total size 89,100 (Millennials, Gen X & Baby Boomers)

!  Global Millennials 37,189 !  Global influential Millennials

(Gen-narrators) 11,283 !  3 waves Q1, Q2, Q3 2014 !  Habits, attitudes and behaviours !  GlobalWebIndex

2. Qualitative research panel

!  Global sample of Gen-narrators recruited

!  Realtime online research community

!  Activity-based !  128 participants !  Sample spans full Millennial age

ranges, location and gender split !  January – April 2015 !  Bloom HARK

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QUANT SAMPLE: 89,100 QUAL PARTICIPANTS: 128 TIMING: JAN-APR 2015

GLOBAL SCOPE

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CLICK TO ADD SIGNPOST

Source: Bloom Worldwide

USA Qt (22,619)

Ql (29)

BRAZIL Qt (2,982)

Ql (11)

EU Qt (18,896)

Ql (21)

RICH ASIA

Qt (13,386) Ql (8)

UK Qt (22,540)

Ql (32)

INDIA Qt (3,729)

Ql (23)

CHINA Qt (5,947)

Ql (4) France, Spain, Germany, Netherlands, Italy Poland, Sweden

Singapore, Hong Kong, Japan, Taiwan, South Korea, Australia

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WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS

Source: Bloom Worldwide

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WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC

Source: Bloom Worldwide

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ONE PARTICULAR GROUP OF INFLUENTIAL MILLENNIALS STOOD OUT

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)

• We call them Gen-narrators

Source: Bloom Worldwide

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GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES

Source: Bloom Worldwide

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•  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

1% 29% 70%

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WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS

Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014

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29% 21%

12%

MILLENNIALS GEN X BOOMERS

% of generation audience classified as ‘influential’ according to same criteria used for ‘Gen-narrators’ quant analysis

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WHO ARE WE TALKING ABOUT?

Source: HARK real-time online research community, Bloom Worldwide, China, March 2015

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PORTRAYAL OF “MILLENNIALS”

Lazy Narcissistic Entitled Apathetic Social media- obsessed

Active Interested Entrepreneurial Activists Intelligent media connoisseurs

GEN-NARRATORS

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GEN-NARRATORS CONSUME MORE NEWS MEDIA ONLINE

Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014

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80% 72% 65% 53% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Gen-narrators Millennials Generation X Baby Boomers

Perc

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tag

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AND CONSUME MORE THAN INFLUENCERS IN OTHER GENERATIONS

Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014

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80% 78% 71% 72% 65% 53% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Millennials Generation X Baby Boomers

Perc

en

tag

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se o

f on

line

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ws

INFLUENTIAL

ALL

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WE FOUND A DIRECT CORRELATION BETWEEN ONLINE MEDIA CONSUMPTION AND BRAND ENGAGEMENT

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50

60

70

80

90

100

40 50 60 70 80 90 100

Perc

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tag

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reg

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Percentage who regularly consume online print/press

Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014

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Gen-narrators

Millennials

Gen X

Boomers

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WE IDENTIFIED 4 STANDOUT TRAITS OF GEN-NARRATORS

Source: Bloom Worldwide

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Fact Finders Cultural DJs

Personal Brand Managers

Influential Advocates

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1. GEN-NARRATORS ARE FACT FINDERS

Source: Bloom Worldwide

! GEN-NARRATORS USE TRADITIONAL MEDIA BRANDS TO VALIDATE THE CREDIBILITY OF INFORMATION

! GEN-NARRATORS TRUST TRADITIONAL MEDIA FOR AN UNBIASED PERSPECTIVE

! GEN-NARRATORS INSTANTLY CHECK TRADITIONAL MEDIA WHEN SOMETHING ‘BIG’ HAPPENS

! THEY ACTIVELY SEEK THE TRUTH

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GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES

78% OF ‘MOST TRUSTED’ ONLINE

SOURCES WERE TRADITIONAL

Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015, Activity 1: Which of these online publications do you trust the most?

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WHO DO YOU TRUST TO GIVE YOU THE FACTS?

Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015

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“On any story that I read, before I share I tend to fact check…..For the most part I sort of trust your

bigger ones like New York Times”

Mason

Edwin

“[Millennial] Singaporeans… have an idea of what’s true or flawed, thanks to the

wonder of the internet. Most of us have developed critical thinking skills to evaluate and have an unbiased

judgement in our heads.”

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CASE STUDY: UK GEN-NARRATORS VALIDATE CHARLIE HEBDO ATTACK NEWS

Source: HARK real-time online research community, Bloom Worldwide, UK, Forum discussion, January 2015

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“I saw a few videos pop up on

Facebook, however I did

turn to the TV for more info”

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2. GEN-NARRATORS ARE CULTURAL DJS

! GEN-NARRATORS REMIX CONTENT TO GIVE IT THEIR OWN TWIST ! THEY FAVOUR VISUAL MEDIA TO EVOKE A REACTION

WHEN TELLING THEIR STORY

! GEN-NARRATORS CAREFULLY CONSIDER WHAT THEY REMIX IN THEIR ROLE AS CURATOR

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GEN-NARRATORS ARE CURATORS OF EXISTING CONTENT, AND BUILD NEW CONTENT COLLABORATIVELY

Source: HARK real-time online research community, Bloom Worldwide, UK, Activity 5: Draw your role as a storyteller, January 2015

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Anna

Lizzie

‘Video storytelling’ by Lizzie

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CASE STUDY: #ROADTORUIN

Source: Bloom Worldwide

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CASE STUDY: #ROADTORUIN

Source: Bloom Worldwide

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Source: Sysomos MAP, Bloom Worldwide analysis, UK and ‘unknown/unclassified’ online posts, 1-22 January 2015

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3. GEN-NARRATORS ARE PERSONAL BRAND MANAGERS

!  GEN-NARRATORS TAKE THEIR PERSONAL ONLINE BRAND SERIOUSLY

!  THEY WANT TO CHANGE MINDS AND INSPIRE ACTION FOR CAUSES THEY ARE PASSIONATE ABOUT BUT ARE VERY MINDFUL OF TROLLING AND CYBER BULLYING

Source: Bloom Worldwide

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Tamara

Russell

GEN-NARRATORS USE THEIR INFLUENCE TO BOOST PERSONAL BRAND

Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015

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“Sharing good content helps you to be better positioned (personal

branding) in your sector (as a reference).”

“I share my opinions and interests pretty readily, but do so knowing that I am

influencing and sharing my personal (online) 'brand’.”

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GEN-NARRATORS HIGHLY VALUE THE INTERNET FOR CHANGING OTHER PEOPLE’S OPINIONS

Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014

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68% 62% 55% 38% 0%

10%

20%

30%

40%

50%

60%

70%

80%

Gen-narrators Millennials Generation X Baby Boomers

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GEN-NARRATORS THINK BEFORE THEY SHARE OR COMMENT 32

Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015

Richard

Raghav

“I will only comment on news stories or start discussions if the topic is

compelling enough. I do however like to share my opinion to what

should matter to the people, form opinion and make a change.”

“By voicing an opinion you start to fight for something, at least in

external perception. You brand yourself rather easily, maybe with

something you weren’t really passionate about in the first place.”

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GEN-NARRATORS LOVE TO SHARE THEIR OPINION IN DEBATES OFFLINE AS WELL AS ONLINE

Source: HARK real-time online research community, Bloom Worldwide, India, March 2015

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“I prefer a face-to-face debate. The problem with online is that many

people don't quite decipher the sentiment behind the written word.”

“Any of those topics that I feel strongly about I like to comment and sometimes even provoke discussions

amongst friends in an attempt to change their mind or make them see

a new perspective.”

Katie

Jyotika

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4. GEN-NARRATORS ARE INFLUENTIAL ADVOCATES

Source: Bloom Worldwide

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GEN-NARRATORS ARE AUTHENTIC INFLUENCERS

Source: HARK real-time online research community, Bloom Worldwide, India, March 2015

“Yes, I do try to impact other people’s opinions

on some issues. Absolutely. However, I try to only do that on the topics that I

am knowledgeable about”

Jochem

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GEN-NARRATORS SEE THE INTERNET AS IMPORTANT FOR EXPRESSING THEMSELVES

Source: GlobalWebIndex, global data, internet usage motivations – ‘important to express myself', Q1, Q2, Q3 2014

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75% 71% 63% 50% 0%

10%

20%

30%

40%

50%

60%

70%

80%

Gen-narrators Millennials Generation X Baby Boomers

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HOW DO THEY INFLUENCE?

Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015

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“Whenever I try to impact people’s opinions I make sure it’s more about raising their awareness on a subject

that I am interested in.”

Aaron

Anaelle

“(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.”

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GEN-NARRATORS LOVE TO POST THEIR OPINIONS ABOUT PRODUCTS

Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014

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93% 77% 65% 46% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Gen-narrators Millennials Generation X Baby Boomers

Re

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Ally

Joash

BRAND ADVOCACY HAS TO BE AUTHENTIC AND FIT WITH THEIR PERSONAL BRAND

Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015

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“For me, it’s more about content. If you talk about a brand that’s doing something really interesting in a

campaign and the content is interesting then I would share that.”

“I believe that it’s important to support the brands that you trust and you feel

comfortable promoting.”

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HOW CAN YOU HARNESS THESE TRENDS?

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TRADITIONAL AND SOCIAL WORK TOGETHER, FEEDING OFF EACH OTHER

TRADITIONAL MEDIA BRANDS

SOCIAL AUDIENCE SOCIAL FEED

Source: Bloom Worldwide

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Discover new content

Breaking news

Check the facts Depth and analysis

Post and share

Gain feedback

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HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY

Source: Bloom Worldwide

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Meet their

Build their authority

THIRST FOR KNOWLEDGE

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ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT

Source: Bloom Worldwide

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Provide a

For them to debate

SAFE AND FOCUSED SPACE

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ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS

Source: Bloom Worldwide

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Give them a

That boosts their brand

REASON TO RECOMMEND

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THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS

Source: Bloom Worldwide

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Because they are

Your messages will spread

TRUSTED CURATORS

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Nana

“I get really happy, and I feel flattered when

people trust me to influence the way they

think. I hope I play this role with a lot of responsibility.”

THE FINAL WORD FROM ONE OF OUR GEN-NARRATORS…

Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015

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ANY QUESTIONS?

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DEFINITION OF GENERATIONS

Source: * GlobalWebIndex quant data for Boomers extends to age 65 only / Bloom Worldwide

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MILLENNIALS 18-35

GENERATION X 36-50

BABY BOOMERS 51-68*