youth nowadays - are you millennial proof?
TRANSCRIPT
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Are you Millennial Proof?
Joeri Van den Bergh // InSites Consulting 18/10/2011
@joeri_insites
Interested in the full version
and all results of this study?
Contact: Frank Bakker @ mtvnl
+31 20 4937000
MTV Identify!
We asked 601 Millennials how
they see life, what is really important to
them, and which the role is of their family
and friends in their lives.
Millennials in this survey are aged 13 to 29
And were therefore born in the 80s and 90s.
MTV Identify!
Furthermore 72 Marketers accepted the challenge and tested to what
extent they think they know these same
Millennials.
Although the marketers specifically focus on Millennials,
more than half of them does not know
how to build a strong brand for them.
Their approach is often based on intuition To what extent do you agree with the following statements concerning yourself? % = agrees or totally agrees with this
statement
My intuition helps me to
understand the Millennials’
behaviour.
My own behaviour helps me to
better understand the
Millennials’ behaviour.
I know how to build a strong
brand for the Millennials.
70%
55%
41%
MILLENNIALS: overview
Hooked up socially
I love my world
Now & next, fast & forward
Happy in modern families
Smart and fun is essential
Love is the new virginity
Hooked up socially and
on the move
Today’s technology
and media platforms
enable youth to be
always connected,
always updated, always
in control - anywhere
“
“
I love my world: enjoy,
engage, achieve
Millennials are
stimulation junkies, into
instant emotional and
material gratification.
Looking for longer-term
happiness, connection
and success
“
“
My world? The city or the village are the Millennials’ world!
The city or
village I am
currently
living in
Which places do you feel most connected with?
N = 601 | F = None
I feel most connected
with:
1. The city or village I am
currently living in
2. The city or village I was
born in
3. The country I was born
in
TOP 3
Now & next,
fast & forward
Millennials are used
to information,
entertainment and
technology overload.
Only wowed by the truly
fast and new, the truly
innovative and daring
“
“
Now & next, fast & forward “WOW”-sensation When are you really impressed by a person, an event and a brand or company?
N = 601 | F = None
Always loyal to
his/her identity Surprises me
Involves its
customers in the
improvement of its
products and/or
services
Makes me laugh Makes me happy Always stays loyal
to its identiy
Shows that he/she
really understands
me
Makes me laugh Continues to
surprise me
Person Event Brand/Company
Generation Gadget? Technology is still the main WOW and therefore WOM factor. What is “hot” at the moment? What is everyone you know talking about? What has really impressed everyone
positively?
W W W W
1.Technology 2. Politics/Economy
3. Family/Friends
4.Social media 5. TV programmes
Happy in modern
families
As family structures
loosen, Millennials are
comfortable with every
type of modern family.
They are more
accepting, more diverse
and worldly wise
“
“
…but everyone can live with the new family type. No need for pitty
24%
74%
2%
Ja
Nee
Hier antwoord ik liever niet op
7,3
7,7
24%
74%
2%
Ja
Nee
Hier antwoord ik liever niet op
N = 601 | F = None
You should pitty
children of divorced
parents
18% 9% of all Millennials
of Millennials with divorced
parenets
Are your parents divorced? How satisfied are you with your current family situation? Which of the following statements
apply to your family situation?
Yes
No
I would prefer not to answer
Smart and fun is
essential
For Millennials,
nothing brings more joy
and kudos than being
smart, fun and funny.
Smart, fun and funny
content is their social
currency
“
“
Are smart & fun
essential for it?
52% 1
Millennials want to be remembered… How would you like to be remembered
Love is the new
virginity
The Millennials are
emotional expressive.
The ultimate emotional
reward comes from
trust, authenticity and
most of all, love
“
“
42%
emotions, not keeping them
Showing
77%
and not pretending
Being yourself
Millennials show their emotions & prefer to be themselves!
under control.
to be different
Please indicate for each combination which of both you most identify with.
What do they expect from brands?
Hooked up socially
I love my world
Now & next, fast & forward
Happy in modern families
Smart and fun is essential
Love is the new virginity
Realness, uniqueness, relevance & happiness remain crucial.
47%
35%
32%
26%
24%
...te vertrouwen eneerlijk is
...origineel is en zijn tijdvoor is
...interessant en boeiendis
...gericht is op mensenvan mijn leeftijd
...positief enoptimistisch is
To
p 5
…is reliable and
honest
…is original and ahead
of its time
…is interesting and
captivating
…is focusing on people
of my age
…is positive and
optimistic
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Thank you for being interested!
Joeri Van den Bergh // InSites Consulting
[email protected] howcoolbrandsstayhot.com @joeri_insites