Download - Digital Millenials for OSU Alumni Leaders
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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.