Millennial is a State of Mind - Zipcar 2015 Millennial Survey Results
The Millennial Footprint on Media and Entertainment
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Transcript of The Millennial Footprint on Media and Entertainment
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Millennial FootprintOn Media and Entertainment
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“Generations are shaped by history, and then history is
shaped by generations”
Aristotle
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Each Generation
Shares in History:• Common Age • Common Location
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Each Generation
Shares Common:• Attitudes• Behavior Traits• Collective Identity
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Actions/Behaviors
Opinions/Attitudes
What shapes behaviors?
Values/Beliefs
What are the prevailing cultural norms when growing up?
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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
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Generations and Technology
Boomers1980’s – 1990’s
GenXers2000’s – 2010’s
Millennials2010’s – 2030’s
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OUTLINE
• Who are the Millennials?• The Four Values That
Shape Their Behavior• The Footprint for the
Future of Media and Entertainment
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Who Are the Millennials?
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The Millennials
• Born 1982 – 2004• Currently 10-32 years old• 32% of US Population (100 million)
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Coming of age in the 2000’s
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What Do We Know About Millennials?
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Millennials
• Special
• Sheltered
• Confident
• Team-oriented
• Achieving
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Most Ethnically Diverse and Educated Generation
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High School and College-Aged YouthTrend 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
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Four Millennial Themes That Will Shape Media and Entertainment
• Hyper-Socialization• First Life/Second Life Blend• The Maker Movement• The Barney Effect
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I Love Everybody
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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)
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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
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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.
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I Love My Community(Trust)
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I Trust My Community
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Hyper-Socialization
It takes a village• 55 million viewers• 16 days• 1.6 million participating• Social experiment• Democracy v. Anarchy
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First Life/Second Life Blend
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First Life/Second Life Blend
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First Life/Second Life Blend
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First Life/Second Life Blend
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First Life/Second Life Blend
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In Real Life
“He’s the site’s worst troll, but IRL he’s a lawyer”
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First Life/Second Life Blend
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First Life/Second Life Blend10hrs
8hrs
7hrs
MILLENNIAL BOOMER GENXER
Average hours a day in front of a screen.
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First Life/Second Life Blend
Sometimes, I think Life
is like a video game
52%
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First Life/Second Life Blend
“I know it’s not real, but I think it is”
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The Maker Movement
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The Maker Movement30% of Millennial’s Media time is spent with User Generated Content (UGC)*
*Content created and curated by their peers
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Maker Movement
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Maker Movement
Where players create and creators play
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The Maker Movement
Education Avocation
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Avo-tainmentThere are 1 million broadcasters on twitch.tvTop earner in 2013: over $300k
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Avo-tainment
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Edu-tainment
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The Barney Effect
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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
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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%
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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%
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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.
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Equity/Fairness
“Millennials expect brands to listen to their feedback and engage in a two-way, interactive conversation with them.”
--Social Intelligence
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Participation
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SUMMARY
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Feb '11 Feb '12 Feb '13 Feb '140
5 , 0 0 0
1 0 , 0 0 0
1 5 , 0 0 0
2 0 , 0 0 0
2 5 , 0 0 0
3 0 , 0 0 0
3 5 , 0 0 0
4 0 , 0 0 0
4 5 , 0 0 0
40,832
30,63426,927
32,767
16,342 15,293 13,923 12,354 11,630 11,906 9,920 9,124 8,841 8,910 9,001 8,006
5,187 5,132 5,413 4,166
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 TVSource: 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%
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05/11/2
013
05/25/2
013
06/08/2
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06/22/2
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07/06/2
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07/20/2
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08/03/2
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08/17/2
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08/31/2
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09/14/2
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09/28/2
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10/12/2
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10/26/2
013
11/09/2
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11/23/2
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12/07/2
013
12/21/2
013
01/04/2
014
01/18/2
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02/01/2
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02/15/2
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03/01/2
014
03/15/2
0140.000%
0.005%
0.010%
0.015%
0.020%
0.025%
0.030%
0.035%
0.040%
0.045%Search Term Variations - "twitch" vs "buzzfeed"
"twitch""buzzfeed"
Shar
e of
Sea
rch
Clic
ks
Search Term Variations Volume of search variations of ‘twitch’ has increased 12x or 1105% YoY
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Three-Word Mantra
PARTICIPATE CREATE SHARE
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The Education Revolution
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Check Your Basement
?
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THANK YOU!