creating wow! services for millennials [email protected] richard sweeney 973-596-3208 powerpoint...

Creating WOW! Services for MillennialsCreating WOW! Services for [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208

Powerpoint available at:

http://www.library.njit.edu/staff-folders/sweeney/

Powerpoint available at:

http://www.library.njit.edu/staff-folders/sweeney/



University LibrarianUniversity Librarian – 1. New Jersey Institute of Technology, Newark, NJ

2. Polytechnic University, Brooklyn, NY

DirectorDirector1.1. Columbus Metropolitan Library - Columbus Metropolitan Library - Columbus, OH

2.2. Director of Public Library - Director of Public Library - Genesee County, Flint, MI

3.3. Director of Public Library - Director of Public Library - Atlantic City , NJ

School LibrarianSchool Librarian - Atlantic City, NJ

Richard T Sweeney


http://www.generationsatwork.com/articles/millenials.htm Claire Raines Associates Managing Millennials 2002

“They’re variously called the Internet Generation, Echo Boomers, the Boomlet, Nexters, Generation Y, the Nintendo Generation, the Digital Generation, and, in Canada, the Sunshine Generation. But several thousand of them sent suggestions about what they want to be called to Peter Jennings at abcnews.com, and “Millennials” was the clear winner.”


*Experts differ on end or beginning date of generation : 1974-1981*Experts differ on end or beginning date of generation : 1974-1981

Generations Birth Years Ages in 2006

GI Generation 1901 - 1924 81 -

Silent Generation 1925 - 1945 61 - 80

Baby Boomers 1946 - 1964 42 – 60

Generation X 1965 - 1978* 28 - 42

MillennialsMillennials 1979*- 19941979*- 1994 12 - 27 12 - 27


Today’s main question:

Are Millennials different from prior generations at the same age?

Future question:

Will these differences become part of the Millennial lifelong culture?


MILLENNIAL PANELSMILLENNIAL PANELS

I have interviewed over 35 Millennial Panels, each made up of 8 to 14 members from local colleges and universities in: California, Colorado, Connecticut, Florida, Kansas, Louisiana, Massachusetts, Minnesota, Nebraska, New Jersey, New Mexico, Ohio, Pennsylvania, and Wisconsin.


Andrew S. Grove Only the Paranoid Survive; How to Exploit the Crisis Points That Challenge Every Company and Career. Doubleday, New York 1996

“..let me just say that an inflection point is a time in the life of the business when its fundamentals are about to change.” p. 30

The Millennials are that inflection point.

Creating WOW! Services for MillennialsCreating WOW! Services for [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208MILLENNIAL CHARACTERISTICS

More Choices - Selectivity

Digital Natives Principles /Values

Huge Population

High Expectations

Gamers Respect Intelligence

More Diverse

Expect Incomes Exceeding Parents

ExperientialLearners

Optimistic /Positive

Family Oriented / Largely Children of Divorce

Collaborative Nomadic Inclusive More Friends

Healthy Lifestyle Own Culture Direct More Liberal

Merit Systems /Achievement Oriented

Media Consumers

Patriotic / Civic Minded

Adaptive / Flexible

Balanced Lives / Practical

Multitaskers Confident Entrepreneurial

Richard Sweeney


Abram, Stephen and Judy Luther. “Born with the Chip” Library Journal. New York: May 1, 2004. Vol. 129, Iss. 8; p. 34 (4 pages)

EXPECTATIONS FOR TECHNOLOGY:

FORMAT AGNOSTIC

NOMADICMULTITASKING

BEHAVIORS:

EXPERIENTIAL

INTEGRATED

COLLABORATIVE

BELIEFS:PRINCIPLED ADAPTIVEDIRECT


Williamson, Christopher. The war of the ages; Planning 68.7 (2002): 4-9

“The baby boomers generally had children later and in smaller numbers than their prewar generation parents. But when they did start reproducing, from about 1970 to 1995, they did so with a vengeance. The result: the growth in the under-18 population that's already reverberating in classrooms today.” p. 4

Huge GenerationHuge Generation


Baker, Debra. “Move Over Baby Boomers.” ABA Journal, 85 (1999): 22

Number of children under 18:1966 69.9 million1976 65.1 million1986 62.8 million1998 71.4 million

p. 22



U.S. Births in Thousands

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Years

Bir

ths

in 1

,00

0s

Births

Boomers Generation X Millennials

1946 1964 1965 1978 1979 1994

1977 1994

19822000

19 Years 14 Years 16 Years

Avg. 3,415

3,415

Avg. 3,832

3,415

Avg. 3,993

3,415



U.S. Births in Thousands

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Years

Bir

ths

in 1

,00

0s

Births

Boomers Generation X Millennials

1946 1964 1965 1978 1979 1994

1977 1994

19822000

19 Years 14 Years 16 Years

Avg. 3,415

3,415

Avg. 3,832

3,415

Avg. 3,993

3,415

Those born 1980-Those born 1980-1992 entering 1992 entering workforce @ 23 yrs workforce @ 23 yrs by 2015 (13 years)by 2015 (13 years)

Those born 1946-1953 leaving workforce @ 62 yrs by 2015 (8 years)



Baker, Debra. “Move Over Baby Boomers.” ABA Journal, 85 (1999):

22

“About a fifth of these echo boom children are the offspring of immigrants who arrived in the U.S. during the 1980s and who often had relatively large families. The ethnic profile created by these immigrant children is far different from the white and black 1950s and 1960s.”p. 22

Williamson, Christopher. The war of the ages; Planning 68.7 (2002):

4-9

DiverseDiverse


McHale, Tom. “Portrait of a Digital Native” Technology & Learning,

26.2 (2005) 33-34

“.. A recent Kaiser Family Foundation report, "Generation M: Media in the Lives of 8- to 18-Year-Olds," found that students who use media the most also spend more time with family, friends, and other activities. That may explain the need to do many things at once.” p. 33

Media Addicts; MultitaskersMedia Addicts; Multitaskers


Henry J Kaiser Family Foundation Study, Victoria Rideout, Donald F. Roberts and Ulla G. Foehr. Generation M: Media in the lives of 8-18

year-olds. (2005) http://www.kff.org/entmedia/entmedia030905pkg.cfm

“Contrary to most expectations, it does not appear that spending time with media takes away from the time children spend in other pursuits; in fact, it seems that those young people who spend the most time using media are also those whose lives are the most full with family, friends, sports, and other interests.”p. 14

Media Consumers; MultitaskersMedia Consumers; Multitaskers


Greene, Kelly. “Bye-Bye Boomers?”. Wall Street Journal - Eastern Edition, 246.57 20 Sep. 2005: B1-B6

“To be sure, some fields are poised to lose large portions of their work forces because they have attracted fewer young people in recent years.” p. B1

Generational ClashGenerational Clash


“Some experts think the impact won’t be as stark as the numbers suggest. Fully 70% to 80% of baby boomers expect to continue working in later life, several studies show.” p. B1


Greene, Kelly. “Bye-Bye Boomers?”. Wall Street Journal - Eastern Edition, 246.57 20 Sep. 2005: B1-B6


“These two [Boomers & Gen Y] (or three) [Gen X] generations may exist side by side, but they have different agendas that will influence planning at many levels.”p. 4


Williamson, Christopher. The war of the ages; Planning 68.7 (2002): 4-9


Sativa Ross. “Generations Apart”, Aftermarket Business, May 2005 www.aftermarketbusiness.com

“…said Troy Campbell, senior consultant with the Center for Generational Studies. I truly believe we cannot isolate one generation in a vacuum because they all interrelate,’ …

“Our core values are formed by the time we are 10 or 12 years old, he added.”



Oblinger, Diana. “Understanding the New Student.” Educause

Review, 38.3 (2003): 36-42.

“When asked about problems facing their generation, many millennials respond that the biggest one is the poor example that adults set for kids.” p. 36




O’Reilly, Brian. “Meet the Future.” Fortune 142.3 (2000): 144-157.

“It is clear from talking with them that they already know they don’t want to live and work the way we do.”p. 144



Ernst and Young, Canada. “Sixty-five Per Cent of College Students Think They Will Become Millionaires.” 2001. Press Information Worldwide. 3/14/05. http://www.pressi.com/us/release/35870.html

“74% of the students expect to be better off than their parents in terms of income and quality of life over their lifetime.”

OptimisticOptimistic


American Demographics; Ithica, Sep 2001

“In a March 2001 Northwestern Mutual poll of college seniors, 73 percent said they thought it very likely they would be able to afford the lifestyle they grew up in; and 21 percent said they thought it was somewhat likely.”p.17

OptimisticOptimistic


Sacks, Danielle. “SCENES from the culture clash”. Fast Company,

102 (2006) 72-77

“ ‘Nothing infuriates us more than busywork,’ says 24-year-old Katie Day, an assistant editor at Berkley Publishing, a division of Penguin Group USA. Fearlessness ? "I don't have time to be intimidated," says Anna Stassen, a 26-year-old copywriter at the advertising agency Fallon Worldwide who treats her bosses like ‘the guys’."

ImpatienceImpatience


Howe, Neil and William Strauss. Millennials Go To College. Washington, DC: American Association of Collegiate Registrars, 2003.

“Busy Around the Clock

“Millennial teens may be America’s busiest people.

Long gone are the days of Boomer kids being shooed outside to invent their own games – or of GenXer Kids being left “home alone” with a “self-care” guide." p. 45

ImpatienceImpatience


“50% say having flexibility in planning a career around major life events is the most important element for achieving a good balance between a career and personal life.”p. 4

FlexibilityFlexibility

Ernst and Young, Canada. “Sixty-five Per Cent of College Students Think They Will Become Millionaires.” 2001. Press Information Worldwide. 3/14/05. http://www.pressi.com/us/release/35870.html


Rulison, Larry. “Gen Y in search of flexibility”. Philadelphia Business Journal. 22.31 Sep 19, (2003). 15

“"When you look at the generation coming up now, I think the thing that generation will value more than anything is flexibility," Friedman said. "People want to have a more balanced life."p.15

FlexibilityFlexibility


Lillo, Andrea. “Young consumers tell it 'straight' “ Home Textiles Today; High Point; May 27, 23.38 (2002): 6

“We want everything to be easy, and we want it now," said Katie Smith, a student at the University of Florida. "We have no patience.” p.6

High Expectations; DirectHigh Expectations; Direct


XXXXXXXXXXXXXXXXXXXXXXXXXXX

“We have no patience. The Gen Y consumer is brand-and–store loyal, she said, but the store must provide choices and have them in stock, or they will go elsewhere”. p. 6

More ChoicesMore Choices

Lillo, Andrea. “Young consumers tell it 'straight' “ Home Textiles Today; High Point; May 27, 23.38 (2002): 6



Review, 38.3 (2003): 36-42.

“gravitate toward group activity”;

“identify with parent’s values and feel close to their parents”;

Value IntelligenceValue Intelligence‘..believe “it’s cool to be smart”

Family OrientedFamily Oriented

CollaborativeCollaborative

Collaborative; ValuesCollaborative; Values


“Along with differences in attitudes, millennials exhibit distinct learning styles. For example, their learning preferences tend toward teamwork, experientialexperiential activities, structure and the use of technology. Their strengths include multitaskingmultitasking, goal orientationgoal orientation, positive attitudes, and a collaborativecollaborative style.”


Review, 38.3 (2003): 36-42.

Collaborative; Achievement OrientedCollaborative; Achievement Oriented


Beck, John C., and Mitchell Wade. Got Game: How the Gamer Generation is Reshaping Business Forever. Boston: Harvard Business School Press, 2004.

“The real question is: Does the behavior of this new group change the world in any way that really matters?

If you’re in business today, the answer is clearly yes.” p. 1

GamersGamers


“How hard this new cohort works, how they try to compete, how they fit into teams. How they take risks – all are different in statistically verifiable ways. And those differences are driven by one central factor: growing up with video games.” p. 2


GamersGamers



“The important thing for business professionals to know about games isn’t whether someone plays them now, but whether he or she grew up playing them.” p. 25


GamersGamers


Prensky, Marc. “Use Their Tools! Speak Their Language!” Marc Prensky. March 2004. http://www.marcprensky.com/writing/Prensky-

Use_Their_Tools_Speak_Their_Language.pdf

“ ‘The most important things to remember are: multi-player, creative, challenging, and competitive.’-a high school student” p. 1

GamersGamers



“We know from contemporary neurobiology that experiences of this intensity alter the brainsalter the brains of those who receive them in ways that enable them to accommodate and deal with these experiences more easily.” p. 3



GamersGamers



“So we now have a generation of students that is better at taking in information and making decisions quickly, better at MULTITASKINGMULTITASKING and PARALLEL PROCESSINGPARALLEL PROCESSING; a generation that THINKS GRAPHICALLYTHINKS GRAPHICALLY rather than textually, assumes connectivity, and is accustomed to seeing the world through a lens of games and play.” p. 3



GamersGamers



“And we will never understandor use the technology in precisely the same way as the Natives do.

This distinction is critical in education, because we are currently in a time where all our students are DIGITAL NATIVESDIGITAL NATIVES, yet the bulk of our educators, teachers, administrators and curriculum developers are Digital Immigrants.” p. 3



Digital NativesDigital Natives



“p.X


Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Educause ReviewEducause Review. 38.4 (2003) 12-22. 38.4 (2003) 12-22

“Even if the lecturer is charismatic, holding the attention of several hundred students for an entire lecture of fifty minutes or longer is impossible. p.15

ExperientialExperiential



“p.X


Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Educause ReviewEducause Review. 38.4 (2003) 12-22. 38.4 (2003) 12-22


“The ideal learning situation:1…customized to the very specific needs of the individual.2…provides students with immediate feedback.3...is constructive ..to explore learning environments (preferably multi sensorial)...4…motivates students to persist far in excess of any externally imposed requirements.5…builds enduring conceptual structures.” p.14




“p.X


Windam, Carrie “Father Google and Mother IM: Confessions of a Net Gen Learner”. EDUCAUSE Review, 40.5 (2005): 42–59.

“We are a generation of learners by explorationexploration. My first Web site, for example, was constructed before I had any concept of HTML or Java. I simply experimentedexperimented with the commands until the pieces fit together.”

Note: this article published by a Millennial



XXXXXXXXXXXXXXXXXXXXXXXXXXXForeman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Foreman, Joel. Game-Based Learning: How to Delight and Instruct in

the 21st Century. Educause Review, 39.5 (2004): 50–66.

GamersGamers

“One Tape Recorder Talking to Another“

Foreman: What is wrong with the current instructional model? p.50



“Gee: It is amazing to me that in the modern age, when we have technologies like the Internet and the hand-helds and the computers and the computer games, we are still teaching inside four walls, where all the information is coming from within those walls and where all students, regardless of the amount of preparation they have, are sitting together.” p.50 James Paul Gee Tashia Morgridge Professor of Reading at the University of Wisconsin–Madison.

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Foreman, Joel. Game-Based Learning: How to Delight and Instruct in

the 21st Century. Educause Review, 39.5 (2004): 50–66.

GamersGamers



“The average college class has minimal interaction; estimates are that students ask 0.1 question per hour and that faculty ask 0.3. By contrast, students in tutored sessions ask 20-30 questions, and tutors ask more than 100. In computer based instruction, the number of questions posed to students per hour ranges from 160 to 800.” p. 70 Diana Oblinger VP, Educause

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Diana G. Oblinger, “Learners, Learning and Technology”, Educause Review 40.5 September/October 2005 66-75


Interactivity; FeedbackInteractivity; Feedback



“35% or the largest portion of those who IM for about an hour are Gen Y-ers. In contrast, the greatest percentage of instant messengers who IM for less than 15 minutes consist of Trailing Boomers (26%).” p.iii

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Shiu, Eulynn and Amanda Lenhart. “How Americans use instant messaging”. Pew Internet and American Life Project 9/1/2004 http://www.pewinternet.org/PPF/r/133/report_display.asp

GamersGamersDigital NativesDigital Natives



“Within the instant messaging Gen Y (18-27 years) age group, 46% report using IM more frequently than email.” p. iii





“Internet users ages 12-28 are more likely to IM, play online games, and create blogs. Internet users over age 28 (but younger than 70) are more likely to make travel reservations and bank online.” p. 1





“Internet users ages 12 to 28 years old have embraced the online applications that enable communicative, creative, and social uses. Teens and Generation Y (age 18-28) are significantly more likely than older users to send and receive instant messages, play online games, create blogs, download music, and search for school information. p. 2

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Fox, Susannah and Mary Madden. “Generations online”. Pew Internet and American Life Project Dec. 2005http://www.pewinternet.org/pdfs/PIP_Generations_Memo.pdf




“IM-ers are multi-taskersmulti-taskers.

32% of IM users say they do other things on their computer such as browsing the web or playing games virtually every time they are instant messaging and another 29% are doing something else some of the time they are IM-ing. p. iv


MultitaskersMultitaskers


"It's the way we've all come to be raised," says Fear, a senior at Hunterdon Central Regional High School in Flemington, New Jersey. She is a member of the National Honor Society, student leader of the local Amnesty International chapter, and president of the school's International Thespian Society. "There's a lot of work we're expected to do. You have to multitaskmultitask to get everything done. ”

McHale, Tom. “Portrait of a Digital Native” Technology & Learning, 26.2 (2005) 33-34



“New research also suggests that brains can be trained to multitask. A study conducted by Monica Luciana, associate professor of psychology at the University of Minnesota (published in Child Development, May/June 2005) found the brain's ability to effectively self-organize competing information remains in the developmental process until 16 or 17 years of age.”

McHale, Tom. “Portrait of a Digital Native” Technology & Learning, 26.2 (2005) 33-34




“Most Americans take a dim view of the younger generation, report Neil Howe and William Strauss in their new book, "Millennials Go to College."

Only 16 percent of adult Americans believe that people under the age of 30 share most of their moral and ethical values.” p.B8

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Kleinfeld, Judith. “Millennials: our next great generation,” Anchorage Daily News (Alaska), January 30, 2004 Friday, FINAL EDITION, ALASKA; Pg. B8, 712 words,

ValuesValues



“They could not be more wrong.

The Millennial Generation, who turned 18 around the year 2000, show the smallest gap with the values of older generations than any teens have shown since the history of polling.” p.B8

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Kleinfeld, Judith. “Millennials: our next great generation,” Anchorage Daily News (Alaska), January 30, 2004 Friday, FINAL EDITION, ALASKA; Pg. B8, 712 words,

ValuesValues



“Turnout increased among other age groups, too, leaving young voters with roughly the same proportion of the total electorate nationally as in 2000.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” http://www.usatoday.com/news/politicselections/2004-11-08-under30_x.htm

More LiberalMore Liberal




“This time, young voters were the only group that favored Democrat Kerry. The AP's exit polls found that under-30s favored Kerry over Bush, 55% to 44%, compared to a 48-46 edge for Al Gore in 2000.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” http://www.usatoday.com/news/politicselections/2004-11-08-under30_x.htm





“Some 30% of freshmen say they're liberals, compared with 21% in 1981. Popularity of the "liberal" label has increased for five consecutive years, Sax says. About 49% now are "middle-of-the-road" and 21% "conservative" or "far right.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Elias, Marilyn. “Boomer echo: College freshmen look liberal” USA

TODAY January 28, 2002, Monday, FINAL EDITION





“They believe passionately that merit rather than length of service should drive promotion, progression and the acquisition of responsibility. They argue their baby boomer managers should acknowledge their demonstration of competence more fulsomely.” p.17

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Hutton, Will. “Wear Kid Gloves When Tackling Generation Y.” Personnel Today (2003): 17.

Achievement OrientedAchievement Oriented




“Over the past 20 years, young adults (18-34) have declined from being those most likely to read literature to those least likely (with the exception of those 65 and older. The rate of decline for the youngest adults, aged 18 to 24 was 55 percent greater than the total adult population.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Hill, Kelly. “Reading at Risk; A Survey of Literary Reading in America”Hill, Kelly. “Reading at Risk; A Survey of Literary Reading in America” National Endowment for the Arts Research Division ReportNational Endowment for the Arts Research Division Report, 46 (June 2004), 46 (June 2004)

Reading LessReading Less




“In short, the future of the U.S. News industry is seriously threatened by the seemingly irrevocable move by young people away from traditional sources of news.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Merrril Brown, “Abandoning the News.” Carnegie Reporter 3.2 (Spring 2005)

Reading LessReading Less




“Main Purposes of the Library –By Age of U.S. Respondent

U.S. U.S.18-24 25-64

Information 49% 56%Books 32% 26%Research 20% 15%

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” De Rosa, Cathy et. al. Perceptions Of Libraries and Information Resources; A report to the OCLC membership. Dublin, OH OCLC Online Computer Library Center, Inc. 2005

Libraries Libraries ≠ Information≠ Information




“In that light, it is hard to imagine a more producer-push approach than the “sage on the stage” lecture model that dominates undergraduate education. Can higher education move the curriculum in ways that take advantage of demand pulldemand pull, and will colleges and universities design their infrastructures to support that approach?” p. 60 James Hilton, University of Michigan

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” James Hilton, “The Future for Higher Education: Sunrise or Perfect Storm?” Educause Review 41.2 March/April 2006 59-71


Pull vs. PushPull vs. Push


Learning Strategies for Millennials:

1. Increase teacher – student interaction; feedback2. Engage students (motivation; involvement)3. Accelerate student learning 4. Increase experiential learning (gaming;

simulations, role playing)5. Increase learning options 6. Increase peer-to-peer (collaboration) learning7. Offer more “pull” web based learning options8. Offer more interactive multimedia learning.


Millennial Learning StrategiesMillennial Learning Strategies


Examples:• Managing the Digital Enterprise (Rappa-North Carolina State) • Solar System Collaboratory (Colorado) • Virtual chemistry experiments (Davidson)• U.S. History Videos (History Channel)• BoilerCast (Purdue - podcasts, vcasts) • Game Based Learning Sites (Marc Prensky)• Math Emporium (Virginia Tech)• Building bridges (Civil Engineering-Nova)• Physics Tutorial Modules Andersen Center (RPI)• Collaborative Learning Table (RPI)• Immediate stock market quotes (Yahoo Finance)• SearchPath information literacy tutorial (Rutgers)


ExamplesExamples

Creating WOW! Services for MillennialsCreating WOW! Services for [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208MILLENNIAL CHARACTERISTICS

More Choices - Selectivity

Digital Natives Principles /Values

Huge Population

High Expectations

Gamers Respect Intelligence

More Diverse

Expect Incomes Exceeding Parents

ExperientialLearners

Optimistic /Positive

Family Oriented / Largely Children of Divorce

Collaborative Nomadic Inclusive More Friends

Healthy Lifestyle Own Culture Direct More Liberal

Merit Systems /Achievement Oriented

Media Consumers

Patriotic / Civic Minded

Adaptive / Flexible

Balanced Lives / Practical

Multitaskers Confident Entrepreneurial

Richard Sweeney

creating wow! services for millennials [email protected] richard sweeney 973-596-3208 powerpoint...

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