an unprecedented look at millennials worldwide · 2019-12-30 · millennials born 1982-2003 ages...

AN UNPRECEDENTED LOOK

AT MILLENNIALS WORLDWIDE

CHRISTIAN KURZ VICE PRESIDENT, RESEARCH + INSIGHTS MAY 2013

@KurzCh @VIMNinsights

http://vimninsights.tumblr.com

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ANALYSIS OF SIMILARITIES AND DIFFERENCES BETWEEN COUNTRIES IN-DEPTH

BUILD ON VIACOM’S SIGNIFICANT RESEARCH HERITAGE

+

+

FIRST TRULY GLOBAL EXPLORATION OF MILLENNIALS

http://VIMNinsights.tumblr.com @VIMNinsights

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24 COUNTRIES 15,000 MILLENNIALS


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PROGRAMMING

MARKETING

PARTNERSHIPS

RESEARCH DRIVES_


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GENERATIONS RECAP

BOOMERS BORN 1943-1960

AGES 52-69

GEN X BORN 1961-1981

AGES 31-51

MILLENNIALS BORN 1982-2003

AGES 9-30

POST- MILLENNIALS BORN 2004-PRESENT

AGES 0-8


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EVENTS THAT SHAPED THE GENERATION


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NATURAL DISASTERS

3 #

The Next Normal Q9 – how important do each of the following feel to you as events in your life? Base: total global sample (12-30)

JAPAN TSUNAMI

QUEENSLAND FLOODS

BLACK SATURDAY BUSHFIRES

VAN EARTHQUAKE

L’AQUILA EARTHQUAKE


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TERRORISM 2 #


UK 7/7 BOMBING

DOMODEDOVO AIRPORT BOMBING

TAJ MAHAL HOTEL BOMBING

9/11 ATTACKS


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Next Normal Q9 – how important do each of the following feel to you as events in your life? Base: total global sample (12-30)

TECHNOLOGY ENABLES

“TECHNOLOGY DOESN’T MAKE ME WHO I AM,

IT LETS ME BE WHO I AM.”


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THE ECONOMY 1 #


¥ $


11

The Next Normal Q19 – if you had special powers to solve problems in this country or around the world, which three of the following would you choose as most important? Base: total global sample (12-30)

BIGGEST PROBLEM WHAT

IS THE

TO

SOLVE?

54%

40%

39%

31%

30%

25%

24%

20%

16%

10%

Unemployment

World hunger

Global economic crisis

Cure for cancer

Bringing happiness to the world

Climate change/global warming

Protecting wildlife and nature

Global terrorism

Free university education

Building more hospitals


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3/4 OF MILLENNIALS

CONSIDER THEMSELVES TO BE VERY HAPPY


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53%

55%

68%

71%

72%

72%

72%

80%

81%

81%

82%

84%

87%

93%

EGYPT

JAPAN

SINGAPORE

SWEDEN

AUSTRALIA

GREECE

ITALY

CANADA

SAUDI ARABIA

INDIA

NETHERLANDS

BRAZIL

ARGENTINA

MEXICO

The Next Normal Q1 – on a scale of 1 to 10 where 10 equals extremely happy and 1 equals not at all happy, how happy would you say you are in general? Base: total global sample (9-30)

HAPPIEST MILLENNIALS? WHERE

ARE THE

_CLOSE TO THE GLOBAL AVERAGE: CHINA, FRANCE, UK, USA, SPAIN, GERMANY,

POLAND, RUSSIA, TURKEY AND SOUTH AFRICA

GLOBAL AVERAGE

(% scoring 7–10 out of 10)

76%


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The Next Normal Q2 – looking at this list, which are the top five most important sources of happiness for you? Base: total global sample (9-30)

SPENDING TIME WITH FRIENDS AND FAMILY

HOLIDAY AND VACATION

BEING SUCCESSFUL

FUN AND RELAXATION

DRIVERS OF HAPPINESS


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SPENDING TIME WITH FAMILY IS

THE TOP DRIVER OF HAPPINESS

BEING PART OF A LOVING FAMILY IS A KEY SIGN OF SUCCESS


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OTHER REAL-WORLD FRIENDS

REAL-WORLD FRIENDSHIPS

A SMALLER CIRCLE

2006 2006 2012 2012

BEST FRIENDS

5.1 4.9

38.7

21.7

The Next Normal Q10a -d– how many people would you say are your best friends / friends but not best friends / total contacts on social media / people you have met online who you think of as a friend but have never met? Base: Circuits of Cool comparison – UK, DE, BR, MX, JP, CN, IN, SE, IT, NL, AU, CA, PL, US (9-30)


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2006 2006 2012 2012 ONLINE CONTACTS

13.7

39.7

N/A

213.7

ONLINE CONTACTS

A WIDER CIRCLE

ONLINE FRIENDS NEVER MET IN PERSON

The Next Normal Q10a -d– how many people would you say are your best friends / friends but not best friends / total contacts on social media / people you have met online who you think of as a friend but have never met? Base: Circuits of Cool comparison – UK, DE, BR, MX, JP, CN, IN, SE, IT, NL, AU, CA, PL, US (9-30)


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DEVICE OWNERSHIP

STAYING CONNECTED

DAILY

DESKTOP PC/ LAPTOP 67%

TELEVISION 57%

Generations Q21 – for which of the different devices below, please tell us if you own or use each one?, Q24a – how much do you agree or disagree that “I love my(….) and couldn’t live without it?

Base: total SG sample (Age 9 – 30)

MOBILE / SMART PHONE

69% 46%

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The Next Normal Q14 – how much do you agree or disagree with each of the following statements? Base: well-being comparison – US, UK, DE, FR, ZA, BR, MX, AR, JP, CN, IN, SE (9-30)

% IN TOTAL AGREEMENT

77%

83%

“I AM PROUD

TO BE

2006

2012

”


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The Next Normal Q14 – how much do you agree or disagree with each of the following statements? Base: well-being comparison – US, UK, DE, FR, ZA, BR, MX, AR, JP, CN, IN, SE (9-30)

IS BECOMING MORE IMPORTANT

MAINTAINING LOCAL TRADITIONS

IT’S GREAT TO HAVE

PEOPLE FROM

OTHER COUNTRIES COMING TO LIVE HERE


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The Next Normal Q18/29 – how much do you agree or disagree with the following statements?; agree only. Base: total global sample (9-30)

“MY AGE GROUP HAS POTENTIAL

TO CHANGE THE WORLD FOR

THE BETTER”

“HAVING ACCESS TO THE INTERNET

CHANGES THE WAY I THINK ABOUT THE

WORLD”

84%

73%

TRULY GLOCAL


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CHAOS, CRISIS AND CHANGE ECONOMIC UNCERTAINTY

LEGACY OF FEAR AROUND JOB SECURITY

MORE WE THAN ME

> SENSE OF GLOBAL COMMUNITY

> TOLERANCE OF OTHER PEOPLE/NATIONS/IDEAS

> FLEXIBILITY – ACCEPT AND ADAPT TO CHANGE

> SHARING & CONNECTING ISN’T JUST ABOUT FACEBOOK

> POSITIVITY AND CREATIVITY

> CURIOSITY ABOUT THE WORLD


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CHRISTIAN KURZ

@KurzCh @VIMNinsights http://VIMNinsights.tumblr.com

THANK YOU!

an unprecedented look at millennials worldwide · 2019-12-30 · millennials born 1982-2003 ages...

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