A global research project exploring the media habits, attitudes and behaviours of influential Millennials in 2015 - Global findings and data
INTRODUCING THE GEN-NARRATORS
AUGUST 2015
“Millennials will be the
LARGEST GENERATION IN
THE WORKFORCE in 2015… This is the year Millennials
claim their place in the global economy”. (Fast Company, 2014)
By 2017 Millennials will have
THE MOST SPENDING POWER of any generation.
MILLENNIALS ARE… MISUNDERSTOOD
Source: Bloom Worldwide
4
AND MISUNDERSTOOD BY OUR INDUSTRY
“We naturally trust the BBC, the New York Times or the Guardian. But younger people, Millennials, don’t naturally feel that way. If they see something on Buzzfeed or Vice, or watching Periscope, the way they react to it is very different.” Martin Sorrell
Source: http://www.theguardian.com/media/2015/jun/29/sir-martin-sorrell-traditional-media-too-stuffy-for-young-digital-readers / Bloom Worldwide
5
WE STARTED WITH TWO HYPOTHESIS
! NOT ALL MILLENNIALS ARE THE SAME
! TRADITIONAL MEDIA BRANDS STILL PLAY A ROLE IN THEIR LIVES
Source: Bloom Worldwide
6
WE USED 2 DIFFERENT RESEARCH APPROACHES TO TEST THIS HYPOTHESIS
For the purposes of this research, Millenials are defined as 18-33, Gen X as 34- 49, and Baby Boomers as 50-68 (although GWI data goes to age 65 only)
7
1. Quantitative survey data
! Global sample total size 89,100 (Millennials, Gen X & Baby Boomers)
! Global Millennials 37,189 ! Global influential Millennials
(Gen-narrators) 11,283 ! 3 waves Q1, Q2, Q3 2014 ! Habits, attitudes and behaviours ! GlobalWebIndex
2. Qualitative research panel
! Global sample of Gen-narrators recruited
! Realtime online research community
! Activity-based ! 128 participants ! Sample spans full Millennial age
ranges, location and gender split ! January – April 2015 ! Bloom HARK
QUANT SAMPLE: 89,100 QUAL PARTICIPANTS: 128 TIMING: JAN-APR 2015
GLOBAL SCOPE
8
CLICK TO ADD SIGNPOST
Source: Bloom Worldwide
USA Qt (22,619)
Ql (29)
BRAZIL Qt (2,982)
Ql (11)
EU Qt (18,896)
Ql (21)
RICH ASIA
Qt (13,386) Ql (8)
UK Qt (22,540)
Ql (32)
INDIA Qt (3,729)
Ql (23)
CHINA Qt (5,947)
Ql (4) France, Spain, Germany, Netherlands, Italy Poland, Sweden
Singapore, Hong Kong, Japan, Taiwan, South Korea, Australia
WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS
Source: Bloom Worldwide
9
WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC
Source: Bloom Worldwide
10
ONE PARTICULAR GROUP OF INFLUENTIAL MILLENNIALS STOOD OUT
Our sub-segment of Millennials are defined by: • Their topics of interest (technology,
politics, business, finance, environment)
• Their ability to influence (they must regularly be asked for their opinion on above topics)
• Their ability to share (they must be vocal online about above topics)
• We call them Gen-narrators
Source: Bloom Worldwide
11
GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES
Source: Bloom Worldwide
12
• Huge audience • High popularity • Viral potential • Mainstream • Pay in cash • e.g. YouTube stars
• Focused audience
• Specialists • Interest networks • Pay in knowledge • e.g. tech blogger
• Well connected • Consumers • Share opinions
with close network
• e.g. everyone else
AMPLIFIERS GEN-NARRATORS FOLLOWERS
1% 29% 70%
WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS
Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014
13
29% 21%
12%
MILLENNIALS GEN X BOOMERS
% of generation audience classified as ‘influential’ according to same criteria used for ‘Gen-narrators’ quant analysis
WHO ARE WE TALKING ABOUT?
Source: HARK real-time online research community, Bloom Worldwide, China, March 2015
14
PORTRAYAL OF “MILLENNIALS”
Lazy Narcissistic Entitled Apathetic Social media- obsessed
Active Interested Entrepreneurial Activists Intelligent media connoisseurs
GEN-NARRATORS
GEN-NARRATORS CONSUME MORE NEWS MEDIA ONLINE
Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014
16
80% 72% 65% 53% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e u
se o
f on
line
ne
ws
AND CONSUME MORE THAN INFLUENCERS IN OTHER GENERATIONS
Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014
17
80% 78% 71% 72% 65% 53% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Millennials Generation X Baby Boomers
Perc
en
tag
e u
se o
f on
line
ne
ws
INFLUENTIAL
ALL
WE FOUND A DIRECT CORRELATION BETWEEN ONLINE MEDIA CONSUMPTION AND BRAND ENGAGEMENT
40
50
60
70
80
90
100
40 50 60 70 80 90 100
Perc
en
tag
e w
ho
reg
ula
rly e
ng
ag
e w
ith
bra
nd
s o
nlin
e
Percentage who regularly consume online print/press
Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014
18
Gen-narrators
Millennials
Gen X
Boomers
WE IDENTIFIED 4 STANDOUT TRAITS OF GEN-NARRATORS
Source: Bloom Worldwide
19
Fact Finders Cultural DJs
Personal Brand Managers
Influential Advocates
1. GEN-NARRATORS ARE FACT FINDERS
Source: Bloom Worldwide
! GEN-NARRATORS USE TRADITIONAL MEDIA BRANDS TO VALIDATE THE CREDIBILITY OF INFORMATION
! GEN-NARRATORS TRUST TRADITIONAL MEDIA FOR AN UNBIASED PERSPECTIVE
! GEN-NARRATORS INSTANTLY CHECK TRADITIONAL MEDIA WHEN SOMETHING ‘BIG’ HAPPENS
! THEY ACTIVELY SEEK THE TRUTH
20
GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES
78% OF ‘MOST TRUSTED’ ONLINE
SOURCES WERE TRADITIONAL
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015, Activity 1: Which of these online publications do you trust the most?
21
WHO DO YOU TRUST TO GIVE YOU THE FACTS?
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
22
“On any story that I read, before I share I tend to fact check…..For the most part I sort of trust your
bigger ones like New York Times”
Mason
Edwin
“[Millennial] Singaporeans… have an idea of what’s true or flawed, thanks to the
wonder of the internet. Most of us have developed critical thinking skills to evaluate and have an unbiased
judgement in our heads.”
CASE STUDY: UK GEN-NARRATORS VALIDATE CHARLIE HEBDO ATTACK NEWS
Source: HARK real-time online research community, Bloom Worldwide, UK, Forum discussion, January 2015
23
“I saw a few videos pop up on
Facebook, however I did
turn to the TV for more info”
2. GEN-NARRATORS ARE CULTURAL DJS
! GEN-NARRATORS REMIX CONTENT TO GIVE IT THEIR OWN TWIST ! THEY FAVOUR VISUAL MEDIA TO EVOKE A REACTION
WHEN TELLING THEIR STORY
! GEN-NARRATORS CAREFULLY CONSIDER WHAT THEY REMIX IN THEIR ROLE AS CURATOR
24
GEN-NARRATORS ARE CURATORS OF EXISTING CONTENT, AND BUILD NEW CONTENT COLLABORATIVELY
Source: HARK real-time online research community, Bloom Worldwide, UK, Activity 5: Draw your role as a storyteller, January 2015
25
Anna
Lizzie
‘Video storytelling’ by Lizzie
CASE STUDY: #ROADTORUIN
Source: Bloom Worldwide
26
CASE STUDY: #ROADTORUIN
Source: Bloom Worldwide
27
0
10000
20000
30000
40000
50000
60000
70000
80000
01/01/15 02/01/15 03/01/15 04/01/15 05/01/15 06/01/15 07/01/15 08/01/15 09/01/15 10/01/15
Tota
l #R
oa
dTo
Ru
in m
en
tion
s EVOLUTION OF #ROADTORUIN OVER TIME
Source: Sysomos MAP, Bloom Worldwide analysis, UK and ‘unknown/unclassified’ online posts, 1-22 January 2015
#Roa
dToN
owhe
re
#Roa
dToR
uin
paro
dies
#Roa
dToR
uin
twee
tsto
rm
#Roa
dToR
uin
prot
est p
latfo
rm
28
3. GEN-NARRATORS ARE PERSONAL BRAND MANAGERS
! GEN-NARRATORS TAKE THEIR PERSONAL ONLINE BRAND SERIOUSLY
! THEY WANT TO CHANGE MINDS AND INSPIRE ACTION FOR CAUSES THEY ARE PASSIONATE ABOUT BUT ARE VERY MINDFUL OF TROLLING AND CYBER BULLYING
Source: Bloom Worldwide
29
Tamara
Russell
GEN-NARRATORS USE THEIR INFLUENCE TO BOOST PERSONAL BRAND
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
30
“Sharing good content helps you to be better positioned (personal
branding) in your sector (as a reference).”
“I share my opinions and interests pretty readily, but do so knowing that I am
influencing and sharing my personal (online) 'brand’.”
GEN-NARRATORS HIGHLY VALUE THE INTERNET FOR CHANGING OTHER PEOPLE’S OPINIONS
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014
31
68% 62% 55% 38% 0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e w
ho
be
lieve
th
e
inte
rne
t is
imp
ort
an
t fo
r ch
an
gin
g
oth
er p
eo
ple
’s o
pin
ion
s
GEN-NARRATORS THINK BEFORE THEY SHARE OR COMMENT 32
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
Richard
Raghav
“I will only comment on news stories or start discussions if the topic is
compelling enough. I do however like to share my opinion to what
should matter to the people, form opinion and make a change.”
“By voicing an opinion you start to fight for something, at least in
external perception. You brand yourself rather easily, maybe with
something you weren’t really passionate about in the first place.”
GEN-NARRATORS LOVE TO SHARE THEIR OPINION IN DEBATES OFFLINE AS WELL AS ONLINE
Source: HARK real-time online research community, Bloom Worldwide, India, March 2015
33
“I prefer a face-to-face debate. The problem with online is that many
people don't quite decipher the sentiment behind the written word.”
“Any of those topics that I feel strongly about I like to comment and sometimes even provoke discussions
amongst friends in an attempt to change their mind or make them see
a new perspective.”
Katie
Jyotika
4. GEN-NARRATORS ARE INFLUENTIAL ADVOCATES
Source: Bloom Worldwide
GEN-NARRATORS ARE AUTHENTIC INFLUENCERS
Source: HARK real-time online research community, Bloom Worldwide, India, March 2015
“Yes, I do try to impact other people’s opinions
on some issues. Absolutely. However, I try to only do that on the topics that I
am knowledgeable about”
Jochem
GEN-NARRATORS SEE THE INTERNET AS IMPORTANT FOR EXPRESSING THEMSELVES
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to express myself', Q1, Q2, Q3 2014
36
75% 71% 63% 50% 0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen-narrators Millennials Generation X Baby Boomers
The
inte
rne
t is
very
/so
me
wh
at
imp
ort
an
t fo
r exp
ress
ing
mys
elf
HOW DO THEY INFLUENCE?
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
37
“Whenever I try to impact people’s opinions I make sure it’s more about raising their awareness on a subject
that I am interested in.”
Aaron
Anaelle
“(with my) YouTube channel I’m in a position where I could mislead for
potential self gain but I don't, I like to educate and share knowledge not
abuse my identity.”
GEN-NARRATORS LOVE TO POST THEIR OPINIONS ABOUT PRODUCTS
Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014
38
93% 77% 65% 46% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Gen-narrators Millennials Generation X Baby Boomers
Re
gu
larly
po
st o
pin
ion
s a
bo
ut
pro
du
cts
or s
erv
ice
s o
nlin
e
Ally
Joash
BRAND ADVOCACY HAS TO BE AUTHENTIC AND FIT WITH THEIR PERSONAL BRAND
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
39
“For me, it’s more about content. If you talk about a brand that’s doing something really interesting in a
campaign and the content is interesting then I would share that.”
“I believe that it’s important to support the brands that you trust and you feel
comfortable promoting.”
HOW CAN YOU HARNESS THESE TRENDS?
TRADITIONAL AND SOCIAL WORK TOGETHER, FEEDING OFF EACH OTHER
TRADITIONAL MEDIA BRANDS
SOCIAL AUDIENCE SOCIAL FEED
Source: Bloom Worldwide
41
Discover new content
Breaking news
Check the facts Depth and analysis
Post and share
Gain feedback
HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY
Source: Bloom Worldwide
42
Meet their
Build their authority
THIRST FOR KNOWLEDGE
ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT
Source: Bloom Worldwide
43
Provide a
For them to debate
SAFE AND FOCUSED SPACE
ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS
Source: Bloom Worldwide
44
Give them a
That boosts their brand
REASON TO RECOMMEND
THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS
Source: Bloom Worldwide
45
Because they are
Your messages will spread
TRUSTED CURATORS
Nana
“I get really happy, and I feel flattered when
people trust me to influence the way they
think. I hope I play this role with a lot of responsibility.”
THE FINAL WORD FROM ONE OF OUR GEN-NARRATORS…
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
46
ANY QUESTIONS?
DEFINITION OF GENERATIONS
Source: * GlobalWebIndex quant data for Boomers extends to age 65 only / Bloom Worldwide
48
MILLENNIALS 18-35
GENERATION X 36-50
BABY BOOMERS 51-68*