A global research project exploring the media habits, attitudes

and behaviours of influential Millennials in 2015

UK findings and data

INTRODUCING THE

GEN-NARRATORS

WHICH MILLENNIALS ARE THE MOST

VALUABLE TO YOUR BRAND?

Everybody’s talking about the Millennial generation. And that’s understandable – in 2015, Millennials will make up the majority of the workforce, and a few years later they will have more spending power than any generation in the UK. They will be one of the most attractive target audiences in history.

We know Millennials are different from previous generations. They are digital natives, they take a different approach to risk, their careers, the environment… But is it really fair to talk about Millennials as a single demographic group?

The Economist Group worked with Bloom Worldwide to investigate the Millennial generation, and find out which Millennials hold the key to a brand’s success amongst this demographic. In doing so, we came across the story of an influential sub-group we call the Gen-Narrators.

Combining extensive quantitative and deep qualitative research techniques, the study provides unprecedented global insights into the media habits, behaviors and attitudes of the Millennials generation. This document is a sneak peek of the UK data, with the full global story available during the summer. In the meantime, please do let us know if you find this interesting and would like to find out more.

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WHO ARE THE GEN-NARRATORS?

Our influential Millennials are defined by:

• Their topics of interest • technology, politics, business, finance,

environment

• Their ability to influence • they must regularly be asked for their opinion on

above topics

• Their ability to share • they must be vocal online about above topics

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GEN-NARRATORS HOLD A SPECIFIC TYPE

OF INFLUENCE – THEY ARE AUTHORITIES

Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014

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1%

19%

80%

AMPLIFIERS

GEN-NARRATORS MILLENNIAL FOLLOWERS

• Gen-Narrators now make up 19% of the

total millennial population, but they are

disproportionately influential to both other

millennials and other generations.

• They are not your typical online influencers

who have vast reach, almost cult celebrity

status – the amplifiers. They are authorities

who exert a more subtle but more

profound influence on the millennial

generation and beyond.

THERE ARE DIFFERENT INFLUENCE LEVELS

AMONGST MILLENNIALS 5

• Huge audience

• High popularity

• Viral potential

• Mainstream

• Pay in cash

• e.g. YouTube stars

• Focused

audience

• Specialists

• Interest networks

• Pay in knowledge

• e.g. tech blogger

• Well connected

• Consumers

• Share opinions

with close

network

• e.g. everyone

else

AMPLIFIERS GEN-NARRATORS FOLLOWERS

AMPLIFIERS

Reach

Popularity

Virality

Short-term

Blast

Depth

Credibility

Authenticity

Long-term

Knowledge

GEN-NARRATORS

GEN-NARRATORS CONSUME MORE

NEWS MEDIA ONLINE THAN MILLENNIALS

Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014

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… AND MORE THAN INFLUENCERS IN

PREVIOUS GENERATIONS TOO

Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014

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WE FOUND A DIRECT CORRELATION

BETWEEN ONLINE MEDIA CONSUMPTION

AND BRAND ENGAGEMENT

Source: GlobalWebIndex, UK data, time spent reading online print/press & brand activation, Q1– Q3 2014

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Gen-narrators

Millennials

Gen X

Boomers

WE IDENTIFIED 5 STANDOUT TRAITS OF

GEN-NARRATORS 10

1. Fact Finders

2. Cultural DJs

3. Deliberate Debaters

4. Authentic Influencers

5. Intelligent Advocates

1. GEN-NARRATORS ARE

FACT FINDERS

•Gen-narrators use traditional

media to validate the

credibility of information

•Gen-narrators trust traditional

media for an unbiased

perspective

•Gen-narrators instantly check

traditional media when

something ‘big’ happens

•They actively seek the truth

GEN-NARRATORS TRUST TRADITIONAL

MEDIA OVER ‘NEWER’ SOURCES

Source: Bloom Crowd research panel, UK, Activity 1: Which of these online publications do you trust the most?, January 2015

90% of ‘most

trusted’ online

sources were

traditional

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WHO DO YOU TRUST TO GIVE YOU THE

FACTS?

Source: HARK real-time online research community, UK, January 2015

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“I consider traditional

media like BBC and

Guardian good sources

because of the established

roots and strong brand”

“I think more professional

outlets have greater

reputations for fact

checking”

CASE STUDY: CHARLIE HEBDO ATTACKS14

“I saw a few

videos pop up on

Facebook,

however I did

turn to the TV for

more info”

Source: HARK real-time online research community, UK, January 2015

All Gen-Narrators in our study first picked up on the story via social media.

But they immediately went to traditional sources to confirm it was really

happening, and to get the extra depth behind the story.

2. GEN-NARRATORS ARE

CULTURAL DJS

•Gen-narrators remix content to give it their own twist

•They favour visual media to evoke a reaction when telling their story

•Gen-narrators carefully consider what they remix in their

role as curator

GEN-NARRATORS REALLY VALUE THE

INTERNET FOR SHARING CONTENT

Source: GlobalWebIndex, UK data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014

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“THE CURATING POT” BY ANNA

Source: HARK real-time online research community, UK, Activity 5: Draw your role as a storyteller, January 2015

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This is a visual by one of our Hark

community members, Anna in response to

the question: Draw your role as a story

teller.

•Gen-narrators remix content

to give it their own twist

•Gen-narrators favour visual

media to evoke a reaction

when telling their story

•Gen-narrators carefully

consider what they remix in

their role as curator

3. GEN-NARRATORS ARE

DELIBERATE DEBATERS

•Gen-narrators want to be involved in shaping the future

•Gen-narrators want to change minds and inspire action for causes they are passionate about

•But they are very mindful of trolling and cyber bullying

GEN-NARRATORS HIGHLY VALUE THE

INTERNET FOR CHANGING OTHER

PEOPLE’S OPINIONS

Source: GlobalWebIndex, UK data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014

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WHO DO YOU TRUST TO GIVE YOU THE

FACTS? 20

“I don't like to get involved

with internet trolls as they are

just a waste of time and

energy but I have had some

of the most stimulating and

intellectual debates with

'strangers' online.”

“I am particularly passionate about

the internet, I believe it to be an

immensely powerful tool that can

be used to radically change

societies on a global level.”

Source: HARK real-time online research community, UK, Discussion Forums, January 2015

4. GEN-NARRATORS ARE

AUTHENTIC INFLUENCERS

•Gen-narrators have a high sphere of

online influence

•But this is less important to them than

developing their specialist knowledge

•They would rather be known for their

knowledge than fame

GEN-NARRATORS LOVE TO POST THEIR

OPINIONS ABOUT PRODUCTS

Source: GlobalWebIndex, UK data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014

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HOW DO YOU INFLUENCE?

Source: HARK real-time online research community, UK, Discussion Forums January 2015

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“(with my) YouTube channel I’m in a

position where I could mislead for

potential self gain but I don't, I like to

educate and share knowledge not

abuse my identity.”

5. GEN-NARRATORS ARE

INTELLIGENT ADVOCATES

•Gen-narrators see themselves as very brand conscious and are

heavy recommenders

•They can be your brand’s biggest advocates

•But they are very selective about the brands they recommend,

and they don’t tend to follow the flock

GEN-NARRATORS ARE MORE LIKELY TO

ADVOCATE A BRAND SIMPLY FOR THE

LOVE OF IT (FOR FREE)

Source: GlobalWebIndex, UK data, Marketing implications, Brand activation, ‘What would most motivate you to promote your favourite brand online?’, Q1, Q2, Q3 2014

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WHAT DOES THIS ALL MEAN FOR YOU?26

•Harness gen-narrator’s powerful influence by helping them to build

their authority

•Allow them to debate their passions in a safe environment

•Give them a reason to recommend that boosts their own brand

•They want to add value and contribute to intelligent conversations

•They are trusted curators, so can become authentic distributors of your

brand’s content

METHODOLOGY

• UK sample total size 22,540 (Millennials, Gen X & Baby Boomers)

• UK millennials 7,693

• UK influential millennials 1,676

• 3 waves Q1, Q2, Q3 2014

Quantitative audience profiling based on habits,

attitudes & behaviours

• 32 participants

• Sample spans full Millennial age ranges, location and gender split

• January 2015

Qualitative deep dive via real-time online research

community

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