Millennials & Gen Z - Media consumption

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Media consumption of millennials

Transcript of Millennials & Gen Z - Media consumption

Page 1: Millennials & Gen Z - Media consumption

Media consumption

of millennials

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NEWSPAPERSMAGAZINESTV INTERNET SOCIAL NETWORKS

VIDEO ET MUSIQUE ONLINE

RADIOOOHCINEMA

FORT

25% ind. 80

26% ind. 67

30% ind. 80

47% ind. 166

45% ind. 194

46% ind. 185

24% ind. 128

32% ind. 107

20% ind. 175

MOYEN

31% ind. 90

18% ind. 93

20% ind. 110

32% ind. 114

31% ind. 134

36% ind. 150

21% ind. 120

31% ind. 103

29% ind. 96

FAIBLE

38% ind. 127

52% ind. 133

43% ind. 116

17% ind. 57

15% ind. 65

27% ind. 105

27% ind. 98

28% ind. 93

38% ind. 116

* SIMM TGI, ensemble population, octobre 2015

Logically, digital is the key touchpoint

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28% ind. 174

20% ind. 204

18% ind. 214

MUSIC

46% ind. 112

MUSIC AND VIDEO

52% ind. 110

28% ind. 104

12% ind. 111

40% ind. 103

33% ind. 101

21% ind. 130

SERVICES SOCIAL

ACTION/ADVENTURE

26% ind. 140

FANTASTIC

13% ind. 160

SCIENCE FICTION

9% ind. 147

ESCAPE

* SIMM TGI, ensemble population, octobre 2015

The unmissable platforms and contents

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63% of Millenials use social networks everyday at least for 2 hours

* Médiamétrie 2015

Worldwide, Millenials use their smartphone 3,2 hours a day / 2,2 hours a day in France .

SMARTPHONE : A MULTITASKING

CRITICAL TOOLSOCIAL NETWORKS BEYOND FACEBOOK

76% 33%

24% 18%

Connected all day long

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Millenials are the biggest consumers of online videos (2 hours a day).

The smartphone makes easier the consumption of attractive short programmes.

Enjoy Phoenix - « 4 masques visage maison »1 536 724 vues

Norman - « Luigi Clash Mario »44 876 957 vues

* Médiamétrie 2015

The power of videos

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TV : LIVE AND REPLAYCINEMA : A PRIORITY RADIO : MUSIC FIRST

For Millennials, cinema is still a way

to escape from home and meet some

friends.

Multiscreeens makes easier

« the TV I want, where I want, when I

want ».

For Millennials, radio is

the first media to discover music.

Some traditional media remain important

but ways of consumption evolve

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55% ind. 116

51% ind. 116

56% ind. 126

34% ind. 145

* SIMM TGI, filtre 22-35 ans, octobre 2015

21% ind. 85

16% ind. 79

48% ind. 103

45% ind. 101

42% ind. 95

20% ind. 85

26% ind. 106

22% ind. 111

39% ind. 83

35% ind. 80

35% ind. 79

16% ind. 67

29% ind. 114

25% ind. 127

Life steps

Average age

Start

university

Move out of

parental home

Move in

with partner

Birth of the

first child

22 y.o. 26 y.o. 31 y.o. 33 y.o.

Amongst millennials, differences according to lifecycles

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STRONGEST MEDIAS:

ind 270 ind 215

WEAKEST MEDIAS:

Ind 138 Ind 188

Millennials Generation Z

STRONGEST MEDIAS:

Ind 112 Ind 110

WEAKEST MEDIAS:

Ind 116 Ind 127

* TGI - June December 2015

Media trends are the same with gen z

Just more pronounced

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Beyond the figures…

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New connection moment approach

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* ComeScore Media Metrix 2015

For years, marketers have fought hard to

own the 5pm Golden Hour BUT

For Millennials, the traditional 9 - to - 5 no longer exists.

Rather small bursts of leisure intermittently throughout the

day, especially with their smartphones = « micro

leisures ».

From golden hour to micro leisure

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New ways to talk to them

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Buzzfeed : mix and match of topicsBuzzFeed’s in-house creative team works with brands to create

editorial content designed for sharing. Content ranges from humor to

inspirational, and comes in various formats like quizzes, infographics

and cinemagraphs.

➔ + 200 millions monthly uniques

➔ 50% are 18-34 years old

➔ 75% of the traffic comes from social

sources

➔ Emotion is the gateway to articles

➔ Reactions emoji buttons

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➔ Launching a magazine while press is at its lower

➔ News from a quirky angle

Society : twisted topics

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Vice : hacked topics

VICE covers global news, culture, art, and music aims in an immersive, unique way that reaches trendsetting millennials.

The magazine and website’s frank and poignant articles provide a new model for media by combining video reportage from

warzones with coverage from a range of subjects important to young audiences.

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Evolution in social media

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Facebook, twitter, youtube are the new abs, cbs, nbc…

We moved from the

search engine gateway

to the timeline

gateway

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Make the world beautifulInstagram, the most inspiring social network

Millenials and GenEdge now want visuals and not text. They want nice pictures that illustrate the

philosophy of a brand and not an ad. They want to be able to scroll fast, discover new content every day,

find out about the next trends, being part of a community and this is what Instagram offers: a beautiful

visual world.

* « Coming of Age on Screens », Crowd DNA 2014

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The power of fun and instantaneity

Snapchat, the funniest social network

The social network is acclaimed by Millenials and GenEdge : they share glimpses of their daily lives with a

limited circle of close friends (they have less friends on the app than on Facebook) and they spend a lot of

time on it. They love the fact that they can instantly - and easily - modify their appearance, add effects,

emoji's …

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Suprême clothing x Snapchat

The New York skate brand is an example of a brand using Snapchat to promote ‘snap sales’. Alerts are sent

via Snapchat, letting people know that there is a sale on there and then, resulting in a rush to store.

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Services first

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Best brands facilitate people’s life !

Services and usefull apps omnipresence

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Thank you !

Contacts :

[email protected]

[email protected]