PewInternet.org

The State of Millennials

Capital Cabal – Washington DCJuly 13, 2011Lee Rainie: Director, Pew Internet ProjectEmail: Lrainie@pewinternet.org

Portrait of a generation

Population

Race and ethnicity

Male education level

Female education level

Community type

Marital status

Distinctive values

http://pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/

Technology and media

Self-definition = technology aptitude

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

Digital devices Millennials

(18-34)Gen X

(35-46)

Younger Boomers

(47-56)

Older Boomers

(57-65)

Silent Generation

(66-74)

G.I. Generation

(75+)

All online adults (18+)

Cell phone 94% 89% 86% 77% 70% 41% 83%Desktop computer 55% 67% 62% 61% 48% 29% 57%Laptop computer 70% 63% 58% 49% 32% 14% 56%

iPod or MP3 player 69% 57% 36% 24% 10% 5% 44%Game console 63% 63% 38% 19% 8% 3% 42%e-Book reader 12% 14% 14% 12% 6% 5% 12%Tablet, like iPad 12% 9% 8% 7% 2% 1% 8%

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

Smartphone activitiesMillennials over-index on …

• Texting use• Taking pictures on smartphone• Going online using smartphone• Downloading apps• Email on smartphone• Recording video on smartphone• Playing music on smartphone• Playing games on smartphone

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

Source: Pew Research Center's Internet & American Life Project, October 20-November 28, 2010 Social Networking survey.

Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.

SNS activities Millennials out perform other gens. on …

• Logging on daily• “Liking” something/someone multiple times a

day• Updating status daily• Tagging and commenting on photos daily• Commenting on others’ status daily• Having diverse socio-economic network

What does this mean?Social networks are more influential - 1

Sentries

What does this mean?

Evaluators

Social networks are more influential - 2

What does this mean?

Audience = New media are the

new neighborhood

Social networks are more influential - 3

2010 election

Millennials are more DemocraticCongressional vote 2010

• 46% voted for Democrat – Compared with 35% of older voters

• 37% voted for Republican– Compared with 43% of other voters

• Rest refused to answer• 32% had not heard anything about Tea Party

movement• Among those who’d heard of Tea Party:

– 51% had no opinion about Tea Party activities– 22% agree (vs. 20% of general population)– 25% disagree (vs. 25% of general population)

Getting most news for politics - % of adults (can give multiple answers)

Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.

Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.

Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.

No major SNS differences for Millennials

• Overall use of SNS to get political information

• Friending candidates• Posting content

Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.

Not much generational difference on ...

• Increases the influence of extreme views58% of Millennials; 55% of all adults

• Exposes people to a wider range of political views68% of Millennials; 61% of all adults

• Easy/Difficult to tell what is trueEASY --- 37% of Millennials; 33% of all adultsDIFFICULT --- 59% of Millennials; 56% of all adults

Participation in groups

Groups where youngest Amers are most active

Type of group Total pop.

Ages18-29

Ages 30-49

Ages 50-64

Ages 65+

Groups where the youngest adults are most active

Gaming communities 6% 10%* 5% 4% 3%

Fan groups for shows/celebrities 6% 8%* 6% 4% 4%

Fan groups for products/brands 3% 6%* 4% 2% 1%

Groups where younger Amers are least active

Type of group Total pop.

Ages18-29

Ages 30-49

Ages 50-64

Ages 65+

Community groups, neighborhood associations 19% 9%^ 20% 23% 23%

Support groups for those w/ illness, personal situation 18% 14%^ 19% 21% 20%

Political parties or organizations 15% 8%^ 15% 20% 16%

Parent groups such as PTA 13% 7%^ 21% 11% 6%

Labor unions 8% 4%^ 9% 12% 5%

Travel clubs 5% 2%^ 5% 6% 7%

Groups where older Americans are most active

Type of group Total pop.

Ages18-29

Ages 30-49

Ages 50-64

Ages 65+

Groups where those over age 50 are most active

Church, religious, spiritual groups 40% 29% 39% 42% 53%*

Organizations for older adults such as AARP 15% 2% 3% 27%* 37%*

Consumer groups 24% 18% 22% *30% 24%

Charitable or volunteer organizations such as Habitat for Humanity 22% 17% 23% 26%* 22%

Professional or trade associations 20% 13% 24%* 26%* 12%

Veterans organizations 7% 2% 5% 9%* 13%*

Groups where all Amers are equally active

Type of group Total pop.

Ages18-29

Ages 30-49

Ages 50-64

Ages 65+

Hobby groups or clubs 17% 14% 18% 18% 17%

Alumni associations 14% 13% 14% 16% 15%

Literary groups such as book clubs 11% 10% 10% 12% 12%

Performance or arts groups 10% 8% 11% 12% 11%

Social/fraternal clubs 8% 8% 7% 8% 10%

Environmental groups 7% 5% 8% 8% 8%

Farm organizations 4% 3% 5% 4% 5%

Millennials more likely than older Americans to feel that the internet …

• Invite people to join groups in which I am active• Keep up with news and info about my groups• Organize activities for my groups• Contribute money to my groups• Spend more time with my groups• Create my own group• Discover groups to join and helps me join more

groups

July 9, 2010 46

Will Millennials’ use of tech change as they age?

47

Will Millennials’ use of tech change as they age?

By 2020, members of Gen Y will have grown out of much of their use of social networks and transparency-engendering online tools. As they age and find new commitments, their enthusiasm for widespread information-sharing will abate.

29% experts28% full sample

By 2020, members of Gen Y will continue to disclose personal information to stay connected. Even as they mature, have families, and take on more significant responsibilities, their enthusiasm for widespread information sharing will carry forward.

67% experts69% full sample

48

Themes• Online sharing builds friendships, forms communities and builds

reputations – Millennials have seen the benefits and will continue to share online as they grow older

• New social norms that reward disclosure of private information are already forming, in fact, 20th century notions of privacy are already morphing

• New boundaries will be set as people adjust to new realities shaped by social network providers

• Those who disagreed with the majority mostly said that commitments tied to aging will change Millennials level of sharing – especially the time crunch from work and family

Thank you!