UNLOCKING A GENERATION OF POTENTIAL - nielsen.com · .21 MY MEALS ARE Source: Nielsen Out-of-Home...
26
UNLOCKING A GENERATION OF POTENTIAL
Transcript of UNLOCKING A GENERATION OF POTENTIAL - nielsen.com · .21 MY MEALS ARE Source: Nielsen Out-of-Home...
UNLOCKING A GENERATION OF POTENTIAL
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
2
MILLENNIALS ARE
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
3
MILLENNIALS HAVE STRENGTH
IN NUMBERS
US Census Bureau, International Programs Data. http://www.census.gov/population/international/data/idb/worldpop.php
O F T H E G LO BA L P O P U L AT I O N
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
4
ACCOUNT FOR
OF THE CURRENT
AS WELL AS VIETNAM
MILLENNIAL
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
6
THE , AND GENERATION
vocal / social
multi-taskers
healthy lifestyle
authenticity
convenience
control
connected
network
THE
GENERATION
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
8
GIVES VIDEO GAME COMMENTARY RUNS A $234 B COMPANY
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
9
I’M A MASTER
Source: Nielsen Cross Platform Report/Vietnam
ENGAGE IN SOCIAL MEDIA WHILE WATCHING VIDEO PROGRAMMING (WEEKLY)
73%
WATCH TV AND USE INTERNET AT THE SAME TIME (WEEKLY)
94%
IN VIETNAM
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
10
I’M PART OF A TO CONNECT WITH ORGANIZATION
Connecting with/interacting with organization or companies via social marketing sites WEEKLY OR MORE OFTEN
Source: Nielsen Cross Platform Report / Vietnam
IN VIETNAM
70%
THE GENERATION
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
12
I WANT TO BE
Source: The Cambridge Group
I WANT TO SEE THE STORY BEHIND THE SCENES
80% 63%
MILLENNIALS BABY BOOMERS
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
13
I’M FOR IT
Source: Nielsen Global New Product Innovation Survey, Q1 2015
% willing to pay a premium for innovative new products
48% 34%
MILLENNIALS BABY BOOMERS
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
14Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2014
% willing to pay more for sustainable brands
MILLENNIALS BABY BOOMERS
73% 51%
I’M FOR IT
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
15
I WANT MY FOR ME7 food attributes that appeal to Millennials more than Boomers
Source: Nielsen Global Health & Wellness Survey, Q3 2014
FAIR TRADE
ORGANIC
HIGH PROTEIN
FORTIFICATION PORTION CONTROL
CAFFEINE-FREE
GLUTEN-FREE
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
16
I WANT
Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2014
PREFER TO WORK FOR A COMPANY COMMITTED
TO POSITIVE SOCIAL/ENVIRONMENT
IMPACT
CHECK THE PACKAGING LABELS TO ENSURE
POSITIVE SOCIAL/ENVIRONMENT
IMPACTMILLENNIALS BABY BOOMERS
49%13%
51%12%
THE GENERATION
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
18
I’M ON THE GO, THEREFORE
EVERYWHERE
Source: Nielsen Global Digital Landscape, Q3 2014
81% 66%
MILLENNIALS BABY BOOMERS
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
19Source: Nielsen Cross Platform Report/Vietnam
MILLENNIALS GEN X
AVERAGE TIME SPEND EACH WEEK FOR ONLINE ACTIVITIES
27.2 HOURS
22.4HOURS
IN VIETNAM
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
20
MILLENNIALS TRUST
THE AND
Source: Nielsen Global Trust in Advertising Survey, Q1 2015
75%
48%
67%
62%
62%
53%ONLINE VIDEO ADS
BRANDED WEBSITES
ADS ON MOBILE DEVICES NEWSPAPERS
MAGAZINES
TV
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
21
MY MEALS ARE
Source: Nielsen Out-of-Home Dining Habits Survey, Q3 2015, Nielsen Generational Lifestyle Survey, Q1 2015
58%
29%
Category 1 Category 2I EAT OUT AT LEAST
ONCE A WEEK
16%
4%
Category 1 Category 2I EAT MOST OF MY DINNER MEALS ON THE GO OR WITH
FRIENDS
MILLENNIALS BABY BOOMERS
MILLENNIAL
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
23
IS A THING OF THE PAST?
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
24
FUTURE ASPIRATIONS ARE ACTUALLY THE “ ”
Co
pyr
igh
t ©
2016
Th
e N
iels
en C
om
pan
y. C
on
fid
enti
al a
nd
pro
pri
etar
y.
25
MINE THE MILLENNIAL
BUILT TRUST
GIVE CONTROL
MAKE IMPACTS
MORE VISIBLE
OFFER MORE DIVERSE
EXPERIENCES
