unlocking a generation of potential - worldwide · unlocking a generation of potential . 2 ......
TRANSCRIPT
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
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.
5
THE , AND GENERATION
vocal / social
multi-taskers
healthy lifestyle
authenticity
added benefits
convenience
control
connectivity
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.
7
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.
8
I’M A MASTER I AM MORE LIKELY THAN BABY BOOMERS TO…
Source: Nielsen Global Digital Landscape Survey, Q3 2014
ENGAGE IN SOCIAL MEDIA WHILE WATCHING
VIDEO PROGRAMMING
2.4X
BROWSE THE INTERNET WHILE WATCHING VIDEO PROGRAMMING
1.6X
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 HAVE SOMETHING TO
Nielsen Global Digital Landscape Survey, Q3 2014
I KEEP UP WITH SHOWS SO I CAN JOIN THE CONVERSATION ON
SOCIAL MEDIA
I WATCH LIVE VIDEO PROGRAMMING CONTENT
MORE IF IT HAS A SOCIAL MEDIA TIE IN
MILLENNIALS BABY BOOMERS
62% 36%
59% 30%
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 Percent likely to utilize/rent products or services from a share community
Source: Nielsen Global Survey of Share Communities, Q3 2013
35%
49% 45%
28%
18% 17%
7% 5% 3%
15%
7% 8%
MIL
LEN
NIA
LS
(21
-34
) B
AB
Y B
OO
MER
S (5
0-6
4)
GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST AFRICA
LATIN AMERICA NORTH AMERICA EUROPE
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 Source: The Cambridge Group
I WANT TO KNOW MORE ABOUT HOW MY FOOD IS PRODUCED
81% 65%
MILLENNIALS BABY BOOMERS
I WANT TO BE
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.
14
I WANT MY FOR ME 7 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.
15
21% 13%
66%
41%
Category 1
I WANT PRODUCTS
Nielsen Global New Product Innovation Survey, Q1 2015
MILLENNIALS BABY BOOMERS
Wish there were more premium products available
Purchased a new product on last grocery shopping trip
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
IMPACT MILLENNIALS BABY BOOMERS
49% 13%
51% 12%
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.
17
I’M FOR IT
Source: Nielsen Global Health & Wellness Survey, Q3 2014
% willing to pay more for foods with health benefits
81% 67%
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.
18
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.
19 Source: 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.
20
I WANT , JUST LIKE EVERYONE ELSE
Nielsen Global New Product Innovation Survey, Q1 2015
62% 66%
53%
41%
25%
MILLENNIALS (21-34)
BABY BOOMERS (50-64)
GENERATION X (35-49)
GENERATION Z (15-20)
SILENT GENERATION
(65+)
PURCHASED A NEW PRODUCT ON LAST GROCERY SHOPPING TRIP
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.
22
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.
23
TECHNOLOGY GETS ME
Source: Nielsen Global E-commerce and the New Retail Survey, Q3 2014
48%
57%
17%
30%
BABY BOOMERS (50-64)
MILLENNIALS (21-34)
ORDER ONLINE FOR DELIVERY TO HOME USE ONLINE AUTOMATIC SUBSCRIPTION
40%
60%
6%
19%
BABY BOOMERS (50-64)
MILLENNIALS (21-34)
46%
64%
4%
18%
BABY BOOMERS (50-64)
MILLENNIALS (21-34)
USE A VIRTUAL SUPERMARKET
48%
61%
6%
17%
BABY BOOMERS (50-64)
MILLENNIALS (21-34)
ORDER ONLINE AND PICK UP INSIDE THE STORE
BABY BOOMERS USING
BABY BOOMERS WILLING TO USE
MILLENNIALS USING
MILLENNIALS WILLING TO USE
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
AND WATCH WHAT I WANT,
I am more likely than Baby Boomers to…
Source: Nielsen Global Video-on-Demand Survey, Q3 2015 , Nielsen Global Digital Landscape, Q3 2014
1.3X TO AGREE THAT
TIME-SHIFTED PROGRAMMING BETTER ACCOMMODATES MY SCHEDULE
~2X AGREE THAT
WATCHING VIDEO PROGRAMMING ON MY MOBILE DEVICE IS CONVENIENT
2X MORE
LIKELY TO PAY FOR A PROVIDER FOR ONLINE
PROGRAMMING
2.5X
MORE LIKELY TO SAY THEY PLAN TO CANCEL SERVICE IN
FAVOR OF ONLINE-ONLY
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
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
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.
26
MY MEALS NEED TO
Source: Nielsen Global Snacking Survey, Q1 2014 , Nielsen Generational Lifestyle Survey, Q1 2015
I prefer to eat at quick service restaurants
I prefer to eat at street food vendors
28% 9%
MILLENNIALS BABY BOOMERS
I eat snacks as meal replacements
31% 44%
41% 52%
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.
28
APPEAL TO THE
Source: 2015 U.S. Breakthrough Innovation Report, 2015 China Breakthrough Innovation Report, 2015 India Breakthrough Innovation Report, 2015 Europe Breakthrough Innovation Report
TWO THIRDS OF F&B BREAKTHROUGH INNOVATION WINNERS HAD A
STRATEGY OF ENGAGING MILLENNIALS
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.
29
THE BRAIN
Source: Nielsen Neuro
LIKES DYNAMIC STIMULI AND BRIGHT COLOR
HAS A GOOD SHORT-TERM MEMORY
BLEEDING OVER COMMUNICATION
IS GOOD AT MULTI-SENSORY PROCESSING
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.
30
INTENSE
SARCASTIC
SLAPSTICK
RELATABLE
ASPIRATIONAL EXTREME
OFFBEAT
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.
31
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.
32
MINE THE MILLENNIAL
USE THE NETWORK
SHARE YOUR
STORY
ADD BENEFITS
GIVE CONTROL
CUSTOM ADS
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.
33
ALIGN WITH THE VALUES & CHARACTERISTICS OF
THE , AND GENERATION
vocal / social
multi-taskers
healthy lifestyle
authenticity
added benefits
convenience
control
connectivity
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.
35
THE NIELSEN GLOBAL SURVEY
The Global Nielsen Survey was conducted between 2013 and 2015, and polled more than 30,000 online consumers in 61 countries throughout Asia-Pacific, Europe, Latin America, the Middle East/Africa and North America. The sample includes Internet users who agreed to participate in this survey and has quotas based on age and sex for each country. It is weighted to be representative of Internet consumers by country. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated. However, a probability sample of equivalent size would have a margin of error of ±0.6% at the global level. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion.
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.
36
COUNTRIES INCLUDED Country and Internet penetration
Source: Miniwatts Marketing, Internet World Stats, Nov. 30, 2015, www.internetworldstats.com
ASIA-PACIFIC Australia 93% China 50% Hong Kong 81% India 30% Indonesia 31% Japan 91% Malaysia 68% New Zealand 94% Philippines 43% Singapore 82% South Korea 92% Taiwan 84% Thailand 56% Vietnam 50%
EUROPE Austria 83% Belgium 85% Bulgaria 57% Croatia 75% Czech Rep. 80% Denmark 96% Estonia 84% Finland 94% France 84% Germany 88% Greece 63% Hungary 76% Ireland 83% Israel 75% Italy 62% Latvia 82% Lithuania 82%
MIDDLE EAST & AFRICA Egypt 55% Morocco 61% Pakistan 15% Saudi Arabia 66% South Africa 49% UAE 93% LATIN AMERICA Argentina 80% Brazil 58% Chile 72% Colombia 59% Mexico 49% Peru 53% Venezuela 62%
Netherlands 96% Norway 96% Poland 68% Portugal 68% Romania 56% Russia 71% Serbia 66% Slovakia 83% Slovenia 73% Spain 77% Sweden 95% Switzerland 87% Turkey 60% U.K. 92% Ukraine 43%
NORTH AMERICA Canada 95% U.S. 87%
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.
37
NIELSEN GLOBAL REPORTS REFERENCED
• Nielsen Global Video-on-Demand Survey, Q3 2015
• Nielsen Global New Product Innovation Survey, Q1 2015
• Nielsen Global Health and Wellness Survey, Q3 2014
• Nielsen Generational Lifestyle Survey, Q1 2015
• Nielsen Global Survey of Corporate Social Responsibility, Q1 2015
• Nielsen Global Survey of Corporate Social Responsibility, Q1 2014
• Nielsen Global Digital Landscape, Q3 2014
• Nielsen Global Survey of Share Communities Q3, 2013
• Nielsen Global Survey of E-Commerce, Q1 2014
• Nielsen Global E-commerce and the New Retail Survey, Q3 2014
• Nielsen Global Trust in Advertising Survey, Q1 2015
• Global Snacking Survey, Q1 2014
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.
38
OTHER NIELSEN SOURCES & CONTACTS
• The Cambridge Group: [email protected]
• http://www.nielsen.com/us/en/insights/news/2013/the-me-generation-meets-generation-me.html Source: Nielsen Consumer Neuroscience, Contact: [email protected]
• http://www.nielsen.com/us/en/insights/news/2015/millennials-evaluate-corporate-reputation-through-a-new-lens.html [Contact: [email protected]]
• 2015 U.S. Breakthrough Innovation Report
• 2015 China Breakthrough Innovation Report
• 2015 India Breakthrough Innovation Report
• 2015 Europe Breakthrough Innovation Report
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.
39
EXTERNAL RESOURCES
• http://www.census.gov/population/international/data/idb/worldpop.php
• http://fortune.com/2015/10/13/food-revolution-millennials/
• http://www.forbes.com/sites/maddieberg/2015/10/14/the-worlds-highest-paid-youtube-stars-2015/#5c8026b542cb
• http://www.businessinsider.com/heres-how-tim-cook-raked-in-over-100-million-in-2014-2015-1
• http://www.independent.co.uk/news/twitters-biggest-moments-of-2015-a6763036.html
• http://www.adweek.com/socialtimes/millennials-gen-x-baby-boomers-social-media/499110
• http://www.internetlivestats.com/one-second/#traffic-band