8095 - research by edelman on gen y

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The 8095 Exchange: Gen Ys, their actions surrounding brands and the dynamics of reverberation.

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Research conducted by Edelman on Generation Y and its members habits and behaviour in relation to brands.

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Page 1: 8095 - Research by Edelman on Gen Y

The 8095 Exchange: Gen Ys, their actions surrounding brands and

the dynamics of reverberation.

Page 2: 8095 - Research by Edelman on Gen Y

TROPHY KIDSDIGITAL NATIVESMTV GENERATION

NINTENDO GENERATION

LOST GENERATION

MILLENNIALS

GEN Y

Page 3: 8095 - Research by Edelman on Gen Y

TROPHY KIDSECHO BOOMERS

DIGITAL NATIVESMTV GENERATIONLOST GENERATION

GENERATION Y

MILLENNIALS

8 in 10 Gen Ys say they are satisfied with their lives.-STRATEGYONE SURVEY FOR 8095

World events in their lives include the global recession, 9/11, 2004 Asia

tsunami, Japanese Earthquake, Google and the Facebook phenomenon.

Page 4: 8095 - Research by Edelman on Gen Y

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OUR FOCUS: 1980-1995

Why Gen Ys matter to

marketers

Page 5: 8095 - Research by Edelman on Gen Y

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THE AVERAGE AGE OF THE WORLD’S POPULATION IS 28.-CIA WORLD FACTBOOK

THE OLDEST GEN Ys TURNED 30 THIS YEAR.

BY 2015, 47 PERCENT OF THE WORLD’S POPULATION, NEARLY THREE

BILLION PEOPLE, WILL BE UNDER THE AGE OF 25. -WORLD BANK

Page 6: 8095 - Research by Edelman on Gen Y

“Marketers think we’re young

and irresponsible. There are

many of us who are advanced

in our careers, we’re married,

we have kids.”

-FEMALE, 26, U.S.

Gen-Ys on marketers

“Marketers assume we have trouble

focusing or staying faithful to brands,

as if we're always moving on to the

next, bigger thing.”

- MALE, 21, INDIA

“Marketers think they can wave

shiny things in front of us and we will

follow - not true. With the technology

we have, we’re more able to research

products before we buy.”

-MALE, 24, AUS

Page 7: 8095 - Research by Edelman on Gen Y

A challenge in defining Gen Ys is that they are progressing through fundamentally different life stages.

Life is vastly different from 15 to 30. Adolescence to adulthood, high school to university or the workforce,

single to married, becoming parents.

Page 8: 8095 - Research by Edelman on Gen Y

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INTRODUCING

Page 9: 8095 - Research by Edelman on Gen Y

Global POV, Supplemental ongoing focus group

• GLOBAL STUDY• 3,100 MILLENNIALS IN EIGHT COUNTRIES

• CONDUCTED WITH STRATEGYONE

• BRAZIL, CANADA, CHINA, GERMANY, INDIA, ITALY, UNITED KINGDOM, U.S.

• SEGMENTED:• MALE AND FEMALE

• AGE GROUPS (15-18, 19-24, 25-30)

• LIFE STAGES (HS, COLLEGE, YOUNG PROFESSIONALS)

• LOCATION (URBAN, SUBURBAN, RURAL)

• MOMS AND DADS

• 8095 LIVE• ONLINE COMMUNITY OF 500 MILLENNIALS IN THE U.S.

Page 10: 8095 - Research by Edelman on Gen Y

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WHAT WE FOUND

Page 11: 8095 - Research by Edelman on Gen Y

BRANDS AS A PARTNERSHIP

AND FORM OF SELF-

EXPRESSION

KEY INSIGHT

Page 12: 8095 - Research by Edelman on Gen Y

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Brand preference is the #1

personal identifier Gen Ys

are willing to share online.

• 8095ers said they are more willing to

share their brand preferences online

than any other piece of personal

information, including their

hometown, personal photos, employer

name, websites they view and many

others.

Brands help 8095ers define their personal brand

“I “like” brands on Facebook because it

posts it on my wall to all my friends so they

can see what I like.”- 28-year-old female

v

v

Page 13: 8095 - Research by Edelman on Gen Y

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8095ers: Not as fickle as you may think

Brand loyalty is strong

overall for 8095ers.

Globally, 70 percent of 8095ers

say they keep coming back to

companies or products that they

like.

Page 14: 8095 - Research by Edelman on Gen Y

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8095ers: Engaging with trusted brands

6 in 10 8095ers will

share more personal

information with trusted

brands.

Page 15: 8095 - Research by Edelman on Gen Y

In building brand trust, nothing matters more than

quality, authenticity and integrity.

1 in 3say they look for

brands to make a

positive impact on

the world. 1 in 5

want brands to help

them achieve their

personal goals.

1 in 5say “give me tools

to help me in other

aspects of my life

and I will likely

switch brands.”

1 in 3depend on brands to

learn about new

trends.

Page 16: 8095 - Research by Edelman on Gen Y

INFORMATION IS A KEY TO

INFLUENCE

KEY INSIGHT

Page 17: 8095 - Research by Edelman on Gen Y

Many 8095ers say their

happiness increase with each

person they share their

success stories with.

• 8095ers look for information about

brands online an average of 7.4 times

per month. Gen Y mums led the way at

9.2 times per month.

Information sharing fuels their sense of self

Page 18: 8095 - Research by Edelman on Gen Y

8095ers are not making brand purchase decisions in silos

Half of 8095ers use

four or more sources of

information to help them

make brand purchase

decisions.

31 percent use seven or

more sources of

information.

Page 19: 8095 - Research by Edelman on Gen Y

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8095ers: Always on

A constant flow of data

feeds 8095er thoughts and

conversations, and they are

rarely disconnected from

technology.

• 75 percent of 8095ers say they are

disconnected for an hour or less

every day.

• 1 in 7 globally say they are never

disconnected (1 in 5 in the U.S.

and nearly 1 in 6 in the UK).

Page 20: 8095 - Research by Edelman on Gen Y

TAKING ACTION ON

BEHALF OF BRANDS IS A

CORE VALUE

KEY INSIGHT

Page 21: 8095 - Research by Edelman on Gen Y

THE AVERAGE AGE OF A FIRST TIME MOM IS 25.-MINTEL, US

8095ers: Taking action is a core value

From joining brand sponsored online communities

to viewing and recommending videos or news

stories, action has become a part of the fabric of

social interaction.

• 20 percent of 8095ers have attended a brand

sponsored event within the last 30 days. Of those

who attended, 65 percent purchased a product

featured at the event.

• Nearly 70 percent of Gen Ys recommend their

favourite products to friends and family.

9 in 10 8095ers take

action on behalf

of brands online

and offline every

week.

Page 22: 8095 - Research by Edelman on Gen Y

8 in 10 8095ers have

joined a brand sponsored

online group.

1 in 4 have joined

seven or more brand

groups online.

8095ers: I “like” you

Page 23: 8095 - Research by Edelman on Gen Y

8095ers want their social

networks to know about

their brand experiences

online.

47 percent of 8095ers write

about positive brand

experiences online, while 39

percent write about negative

experiences.

8095ers: More positive than negative

Page 24: 8095 - Research by Edelman on Gen Y

High end electronics and fashion brands are not the be all end all:

8095ers will become advocates for brands in all categories if

marketers engage them in relevant ways.

Maximise points of reverberation: Open a conversation with

8095ers where they are most likely to share positive

experiences with others; from shopping to social networks to

brand events.

Think beyond digital: While digital is a key channel when

targeting 8095ers, offline experiences and word-of-mouth both

face to face and via mobile, make a significant impact.

Help 8095ers help you: 8095ers want to engage directly with brands

and will help market your products in exchange for investing in

them.

Opportunities for marketers

Be a source of credible and relevant information: 8095ers don’t

make brand decisions without reaching out to multiple sources.

Page 25: 8095 - Research by Edelman on Gen Y

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FACEBOOK.COMFACEBOOK.COM/EDELMANKEY UPDATES AND INSIGHTS

TUMBLREDELMAN8095.TUMBLR.COMOUR BLOG, VIDEO INTERVIEWS, 895X365, “ASK A MILLENNIAL”

TWITTERTWITTER.COM/EDELMAN8095QUICK DAILY UPDATES AND INSIGHTS IN 140 CHARACTERS OR LESS.

SINA WEIBOT.SINA.COM.CN/EDELMAN8095QUICK DAILY UPDATES AND INSIGHTS IN 140 CHARACTERS OR LESS.

8095: Continuing the conversation

Page 26: 8095 - Research by Edelman on Gen Y

THANK YOU