new demographics for the social digital age

NEW DEMOGRAPHICS FOR THE SOCIAL DIGITAL AGE

CAROLINE BAXTER www.caroline-baxter.com

Who Am I?

Business Start-up Coach First Business Motor Trade Business Management & Consultancy Digital/Online Business Product Launches 2010/11/12 Social Media Marketing Artist Manager (US) Sage Business Expert

What’s in this presentation?

How ‘Traditional Demographics’ for campaigns are no longer relevant.

How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’

Where we can look for demographics of the future.

What metrics we can integrate into campaigns today, to better target the behaviour of purchasers of the future.

Who are Gen X Y Z?

What Assumptions Do We Make?

•Individualistic•Technical•Flexible•Work/life balance•Creative•Low key•Innovative•Flexible•Independent and adaptable•Loyal to Brands

•Selective about who they listen to•Not as interested in TV•Need to stumble onto your message;•Traditional marketing less effective•Low cost, good quality, value seekers•Less loyal to Brands

GENERATION XGENERATION X GENERATION Y GENERATION Z

•Avid multi-taskers•Demand interactivity (touch screens and connectivity to many things)•Expect things NOW•“This isn’t connected to the Internet, huh?”•Thrill Seekers•Social, collaborative•Not brand loyal

Generation X ,Y, Z

69% Of Gen X & Y Parents are ‘Friends’ with their children on social media platforms

They share their likes & interests They are shaping and influencing their childrens tastes Generation Y & Z consider email passé Some international universities have stopped distributing

email addresses We are moving into the age of touch This not only dictates how we advertise, but where, when &

to who The thought process behind campaigns just got a whole lot

longer....

So Are Traditional Categories Relavent?

IColdplay

I My PetsMe Too!

Me Too!&

Me

Is This Age, Income, Ethnicity Based? Are We Relevant?

Changing Face Of Announcement...

Pinterest Casts Out Gen X Stats

Pinterest hasn’t even chosen its business model. How will it make money?Their data and analytics on femalescould be worth billions

Social Media + Clickstream

We can now Monitor click stream by interests Companies are gathering this data – results need to

be made readily available Communities are being built around shared tastes

& interests Brands and companies need to be targeting

‘Communities’ not stereo types Delivering only what is relevant to the end user Targeting consumers when & where they browse

All About Choice

Do we really study online communities? Consumers look for entertainment and play Social media give users a choice – they can turn on/off In the age of free media, should we not be targeting our

ads towards the new demographics that platforms provide?

Search results in Google provide ‘Personal Web’ results Spotify - What music do we like? Touch – What tablet do we use? Messaging – what channels to we communicate on?

Interest Based Influence

50% of the world is under 30 1 in 5 couples met online 3 in 5 gay couples met online

WHAT DO YOU THINK AFFECTS THEIR CHOICE IN A PARTNER???

Interests

PassionsLIKES

Dislikes Choices

Hobbies

Influencing Decisions

Seek Collective Interests For Ads

One Last Statistic

I recently saw a 2013 Prediction

Based On Current Figures...

Social Gamers Will purchase $6 billion in virtual goods

Moviegoers Will purchase only $2.5 billion in real goods

Are Traditional Demographics Still Targeted?

NEW DEMOGRAPHICS FOR THE SOCIAL DIGITAL AGE

CAROLINE BAXTER www.caroline-baxter.com

THANK YOU