Millennials & Gen Z - Media consumption
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Transcript of Millennials & Gen Z - Media consumption
Media consumption
of millennials
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
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
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
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
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
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
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
Beyond the figures…
New connection moment approach
* 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
New ways to talk to them
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
➔ Launching a magazine while press is at its lower
➔ News from a quirky angle
Society : twisted topics
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.
Evolution in social media
Facebook, twitter, youtube are the new abs, cbs, nbc…
We moved from the
search engine gateway
to the timeline
gateway
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
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 …
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.
Services first
Best brands facilitate people’s life !
Services and usefull apps omnipresence
