digital millenials for osu alumni leaders
DESCRIPTION
They are the Digital Millennials, a.k.a. Echo Boomers, Gen Y, the IM or Bling Generation, and very few facets of their lives are not technology-enhanced and technology-connected. For this generation, technological convergence seems to blur the lines between private and public, consumption and production, entertainment and education, socializing and creativity, shopping and self-actualization.TRANSCRIPT
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LOL
KHUF
POS
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GEN Y
IM GENERATION
BLING GENERATION
GENERATION ME
ECHO BOOMERS
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» Studied 72 Millennials over an 8-week period:
one-on-one interviews, in-home video diaries,
online focus groups, eye tracking
» Incorporated quantitative data by
JupiterResearch, Harris Interactive, Forrester,
MTV, etc.
» Reviewed topical books: Millennials Rising,
Pop Culture, and Generation Me
OUR APPROACH
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OUR DIGITAL MILLENNIALS
» 14-24 years old
» Digital lifestyle focus
» 10 hours online/week
» 30 min mobile phone/day
» 6-10 text/IM day
» Social networking
» Distribution of age, race,
gender, spending and
geography
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TODAY’S PRESENTATION
» Why they matter
» How they came to be
» Who they are
» What appeals (what you can do)
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Why they matter
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�US Census Bureau, March 2005
MILLENNIALS’ SIZE MIRRORS BOOMERS’
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MILLENNIALS INFLUENCING ALL OTHERS
US Census Bureau, March 2005
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How they came to be
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Strauss and Howe, 2006
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ERA OF THE CODDLED CHILD
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NO LOSERS, JUST WINNING-CHALLENGED
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BORN AT THE KEYBOARD
» Popularization of the PC
» Apple II launch
» Cable TV channel explosion
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BORN AT THE KEYBOARD
» Internet commercialized
» Email popularized
» Cell phones go mainstream
» MP3 boom
» IM catches hold
» Popularization of the PC
» Apple II launch
» Cable TV channel explosion
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» Birth of the iPod
» TiVo and DVR takes off
» Networked gaming popularized
» Xbox launches
» Growth in VOIP membership
» Ringtones become a billion dollar business
» 100M videos viewed daily on YouTube
» Social network sites redefine social order
BORN AT THE KEYBOARD
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» 68% percent of 8-18 year olds have a TV in their bedroom
» 65% have a portable music device
» 55% have handheld video game players
» 54% have VCR/DVD player
» 49% have a video game player
» 31% have a computer
PROSPERITY FUELS TECH-RICH LIFESTYLE
Kaiser Family Foundation, 2005
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Who they areWho they are
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PERPETUALLY CONNECTED
DEFINING TRAITS:DEFINING TRAITS:
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55% of teens have a social networking profile Pew Internet, 2007
High school kids typically dash off
35-40 text messages a day.The Score & More Campus Writers, 2007
60% of students
used their cell phones after turning their lights out at bedtimeTime Magazine, 2007
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MULTITASKING AND“PRODUCTIVE”
DEFINING TRAITS:DEFINING TRAITS:
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57% of teens simultaneously watch TV and surf the webOTX and eCrush, September, 2007
Unstructured free time has decreased by 37% since 1981.Strauss and Howe, 2006
61% of young
consumers feel that video ads are too long and occur too often.Forrester, 2007
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FILTERING FOR IMMEDIACY AND CONTROL
DEFINING TRAITS:DEFINING TRAITS:
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37% of 18-24 year
olds feel their review should be posted and unedited. Jupiter Research, 2006
72% of DVR users
(HH’s) fast-forward through TV ads. CNW Marketing Research, 2006
23% of 18-24
year olds pick up in-store to ensure product availability.Jupiter Research, 2006
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SELF-EXPRESSIVE YET ASSIMILATIVE
DEFINING TRAITS:DEFINING TRAITS:
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64% of produce
content: sharing
artwork, photos or
video or stories onlinePew Internet, 2007
85% of Gen Y
say relationships make them happiestMTV, 2008
Teens engage in 145conversations about products per week,
containing 77 brand
mentions.Keller-Fay Group, 2007
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OPTIMISTIC AND SELF-ENTITLED
DEFINING TRAITS:DEFINING TRAITS:
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36% of American teens want to become famous –and half that believe they will be.MTV, 2007
61% of teens
indicate they download music illegally.Piper Jaffray, 2008
76% think it’s
important to ask their opinions about what teens really like.Harris Interactive, 2005
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—Matthew, 21
I will influence more people than you can imagine so show me what I want and then you’ll
be just fine.
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Using Technology to Redefine Community
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Examples of SN sites:
They network with each other through comments and images
HOWHOWHOWHOW
Community based service where participants can connect with other like-minded users and or groups
WHATWHATWHATWHAT
WHICH ONE WILL THEY CHOOSE?
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SO MANY OPTIONS, SO LITTLE TIME
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SO MANY OPTIONS, SO LITTLE TIME
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SO MANY OPTIONS, SO LITTLE TIME
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SO MANY OPTIONS, SO LITTLE TIME
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SO MANY OPTIONS, SO LITTLE TIME
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Thank you.Thank you.