digital millenials for osu alumni leaders

LOL

KHUF

POS

GEN Y

IM GENERATION

BLING GENERATION

GENERATION ME

ECHO BOOMERS

» 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

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

TODAY’S PRESENTATION

» Why they matter

» How they came to be

» Who they are

» What appeals (what you can do)

Why they matter

�US Census Bureau, March 2005

MILLENNIALS’ SIZE MIRRORS BOOMERS’

MILLENNIALS INFLUENCING ALL OTHERS

US Census Bureau, March 2005

How they came to be

Strauss and Howe, 2006

ERA OF THE CODDLED CHILD

NO LOSERS, JUST WINNING-CHALLENGED

BORN AT THE KEYBOARD

» Popularization of the PC

» Apple II launch

» Cable TV channel explosion

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

» 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

» 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

Who they areWho they are

PERPETUALLY CONNECTED

DEFINING TRAITS:DEFINING TRAITS:

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

MULTITASKING AND“PRODUCTIVE”

DEFINING TRAITS:DEFINING TRAITS:

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

FILTERING FOR IMMEDIACY AND CONTROL

DEFINING TRAITS:DEFINING TRAITS:

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

SELF-EXPRESSIVE YET ASSIMILATIVE

DEFINING TRAITS:DEFINING TRAITS:

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

OPTIMISTIC AND SELF-ENTITLED

DEFINING TRAITS:DEFINING TRAITS:

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

—Matthew, 21

I will influence more people than you can imagine so show me what I want and then you’ll

be just fine.

Using Technology to Redefine Community

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?

SO MANY OPTIONS, SO LITTLE TIME

SO MANY OPTIONS, SO LITTLE TIME

SO MANY OPTIONS, SO LITTLE TIME

SO MANY OPTIONS, SO LITTLE TIME

SO MANY OPTIONS, SO LITTLE TIME

Thank you.Thank you.