<ul><li>LOL </li></ul>
<ul><li>KHUF </li></ul>
<ul><li>POS </li></ul>
TODAY’S PRESENTATION <ul><li>Why they matter </li></ul><ul><li>How they came to be </li></ul><ul><li>Who they are </li></u...
<ul><li>GEN Y </li></ul><ul><li>IM GENERATION </li></ul><ul><li>BLING GENERATION </li></ul><ul><li>GENERATION ME </li></ul...
<ul><li>Studied 72 Millennials over an 8-week period: one-on-one interviews, in-home video diaries, online focus groups, e...
OUR DIGITAL MILLENNIALS <ul><li>14-24 years old </li></ul><ul><li>Digital lifestyle focus </li></ul><ul><ul><li>10 hours o...
Why they matter
US Census Bureau, March 2005 MILLENNIALS’ SIZE MIRRORS BOOMERS’
US Census Bureau, March 2005 MILLENNIALS’ SIZE MIRRORS BOOMERS’
MILLENNIALS INFLUENCING ALL OTHERS US Census Bureau, March 2005
SPENDING POWER OF MILLENNIALS <ul><li>$200,000,000,000+ </li></ul><ul><li>15%-17% spent online </li></ul>
INFLUENCING HH PURCHASES Harris Interactive, 2006
OFFLINE PURCHASING DRIVEN BY ONLINE Learn about products online, and then buy them at a store Online behavior drives offli...
ONLINE PURCHASING HAS TRACTION <ul><li>65% purchased online   (18-24 year olds) </li></ul>JupiterResearch, 2006
ONLINE PURCHASING HAS TRACTION JupiterResearch, 2006
CATEGORIES  STILL EMERGING JupiterResearch, 2006
BARRIERS TO ONLINE SHOPPING Harris Interactive, 2006
How they came to be
Strauss and Howe, 2006
ERA OF THE CODDLED CHILD
NO LOSERS, JUST WINNING-CHALLENGED
BORN AT THE KEYBOARD <ul><li>Popularization of the PC </li></ul><ul><li>Apple II launch </li></ul><ul><li>Cable TV channel...
BORN AT THE KEYBOARD <ul><li>Internet commercialized </li></ul><ul><li>Email popularized  </li></ul><ul><li>Cell phones go...
<ul><li>Birth of the iPod </li></ul><ul><li>TiVo and DVR takes off </li></ul><ul><li>Networked gaming popularized  </li></...
<ul><li>68% percent of 8-18 year olds have a TV in their bedroom </li></ul><ul><li>65% have a portable music device </li><...
SPOT THE  DEFUNCT DEVICE
Who they are
PERPETUALLY CONNECTED DEFINING TRAITS: DEFINING TRAITS:
DIVERSE ACTIVITES ONLINE JupiterResearch, 2005
81%   of teens use or own a mobile phone.  Consumer Electronic Association, 2006 College kids typically dash off  20-30  t...
 
EVERYONE’S “A FRIEND” 32%   chose cell phone when asked to imagine a fake law stipulating only one form of communication. ...
In-person, mobile, text, IM, SN, email  IM, mobile,text, SN, in-person SN, IM,  in-person SN 3-5 C.O.T. Dozens – Hundreds ...
EMAIL USAGE IS FLAT—NOT PREFERRED Harris Interactive, 2006
I facebooked her. —  Micky, 16
MULTITASKING AND   “PRODUCTIVE” DEFINING TRAITS: DEFINING TRAITS:
MULTIPLE THREADING IS ENGAGING STARSKY & HUTCH  (ANY EPISODE) THE SOPRANOS  (EPISODE 6) Steven Berlin, 2006
24-HOUR MEDIA CONSUMPTION Harris Interactive, 2006
Millennials consume  20 hours of media per day, but within 7 hours of clock time. MediaWeek,  June 21, 2006 Unstructured f...
FILTERING FOR IMMEDIACY AND CONTROL DEFINING TRAITS: DEFINING TRAITS:
PROCESS INFO UP TO 5X AS FAST AS ADULTS <ul><li>Dwell on the first 1-2 words of text </li></ul><ul><li>Don’t read across l...
Pop-ups are the devil. —  Anna, 15
37%  of 18-24 year olds feel their review should be posted and unedited.  JupiterResearch, 2006 72%  of DVR users (HH’s) f...
NEED MULTIPLE PERSPECTIVES AND VIEWS JupiterResearch, 2006
 
SELF-EXPRESSIVE YET ASSIMILATIVE DEFINING TRAITS: DEFINING TRAITS:
68%   play music.   47%   paint or draw.   30%   keep a journal. Virgin Mobile USA, 2006 38%  of Gen Y  (18-26) use social...
 
Together Everyone Achieves More T.E.A.M.
 
OPTIMISTIC AND SELF-ENTITLED DEFINING TRAITS: DEFINING TRAITS:
31%  of American teens believe they’ll become famous.   MTV, 2006 58%   of teens think it’s legal to copy a friend’s purch...
 
—  Matthew, 21 I will influence more people than you can imagine so   show me what I   want  and then you’ll be just fine.
Millennials are changing shopping
OLD PURCHASE PROCESS: FUNNEL
 
 
<ul><li>FROM FUNNEL TO FISH </li></ul>
 
 
 
 
 
 
What appeals,  what you can do
KEEP IT REAL . 01
KEEP IT REAL: Razr <ul><li>Authentic to the brand with both genders </li></ul><ul><li>Maintains street  cred through const...
KEEP IT REAL: eBay <ul><li>Authentic to the brand </li></ul><ul><li>Perception of a “deal” </li></ul><ul><li>Self-policing...
HEAR ME OUT. 02
HEAR ME OUT: Amazon <ul><li>Easy to read and post reviews </li></ul><ul><li>Tip: need to solicit and delineate by affinity...
HEAR ME OUT: Levi’s <ul><li>Motivating involvement with customizable viral tools </li></ul><ul><li>Crowdsourcing for next ...
<ul><li>Motivating involvement with customizable viral tools </li></ul><ul><li>Crowdsourcing for next face of the brand </...
BE ORIGINAL OR DON’T BE. 03
BE ORIGINAL OR DON’T BE: Converse <ul><li>Making available limited edition merchandise </li></ul><ul><li>Voice is synchron...
BE ORIGINAL OR DON’T BE: Threadless <ul><li>Fans help create the assortment </li></ul><ul><li>Weekly refreshes invite repe...
BE ORIGINAL OR DON’T BE: AE <ul><li>In context </li></ul><ul><li>On-body, 360° rotation </li></ul>
<ul><li>In context </li></ul><ul><li>On-body, 360° rotation </li></ul>BE ORIGINAL OR DON’T BE: AE
<ul><li>In context </li></ul><ul><li>On-body, 360° rotation </li></ul>BE ORIGINAL OR DON’T BE: AE
MY WAY…NOW. 04
MY WAY…NOW: iTunes <ul><li>Can buy product in any combination </li></ul><ul><li>Can sample the assortment </li></ul>
MY WAY…NOW: Best Buy <ul><li>Preorders for guaranteed availability </li></ul><ul><li>In-store pick-up for quick access </l...
ENTERTAIN ME. 05
ENTERTAIN ME: Funny and Fun
ENTERTAIN ME: bCODE (Australia) <ul><li>Fun way to use texting </li></ul><ul><li>Personalize for occasions and events </li...
stimulate <ul><li>Develop fresh news and ever-evolving merchandising stories </li></ul><ul><li>Produce viral events that d...
engage <ul><li>Become more searchable on the site and on the web </li></ul><ul><li>Zoom all views and invite more involvem...
purchase <ul><li>Accept payment alternatives </li></ul><ul><li>Incentivize wish list and cart-sharing to foster action </l...
empower  / re-engage <ul><li>Develop members-only privileges </li></ul><ul><li>Create real or perceived exclusive events <...
Envisioned  future
 
<ul><li>WHAT’S NEXT? Summer 2007 </li></ul>
 
 
 
 
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Digital Millennials

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Shop Org Dig Mil Pc

  1. 4. <ul><li>LOL </li></ul>
  2. 5. <ul><li>KHUF </li></ul>
  3. 6. <ul><li>POS </li></ul>
  4. 7. TODAY’S PRESENTATION <ul><li>Why they matter </li></ul><ul><li>How they came to be </li></ul><ul><li>Who they are </li></ul><ul><li>Millennials are changing shopping </li></ul><ul><li>What appeals, what you can do </li></ul>
  5. 8. <ul><li>GEN Y </li></ul><ul><li>IM GENERATION </li></ul><ul><li>BLING GENERATION </li></ul><ul><li>GENERATION ME </li></ul><ul><li>ECHO BOOMERS </li></ul>
  6. 9. <ul><li>Studied 72 Millennials over an 8-week period: one-on-one interviews, in-home video diaries, online focus groups, eye tracking </li></ul><ul><li>Incorporated quantitative data by JupiterResearch, Harris Interactive, Forrester, MTV, etc. </li></ul><ul><li>Reviewed topical books: Millennials Rising , Pop Culture, and Generation Me </li></ul>OUR APPROACH
  7. 10. OUR DIGITAL MILLENNIALS <ul><li>14-24 years old </li></ul><ul><li>Digital lifestyle focus </li></ul><ul><ul><li>10 hours online/week </li></ul></ul><ul><ul><li>30 min mobile phone/day </li></ul></ul><ul><ul><li>6-10 text/IM day </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><li>Distribution of age, race, gender, spending and geography </li></ul>
  8. 11. Why they matter
  9. 12. US Census Bureau, March 2005 MILLENNIALS’ SIZE MIRRORS BOOMERS’
  10. 13. US Census Bureau, March 2005 MILLENNIALS’ SIZE MIRRORS BOOMERS’
  11. 14. MILLENNIALS INFLUENCING ALL OTHERS US Census Bureau, March 2005
  12. 15. SPENDING POWER OF MILLENNIALS <ul><li>$200,000,000,000+ </li></ul><ul><li>15%-17% spent online </li></ul>
  13. 16. INFLUENCING HH PURCHASES Harris Interactive, 2006
  14. 17. OFFLINE PURCHASING DRIVEN BY ONLINE Learn about products online, and then buy them at a store Online behavior drives offline purchasing per capita ($ spent annually) Harris Interactive, 2006
  15. 18. ONLINE PURCHASING HAS TRACTION <ul><li>65% purchased online (18-24 year olds) </li></ul>JupiterResearch, 2006
  16. 19. ONLINE PURCHASING HAS TRACTION JupiterResearch, 2006
  17. 20. CATEGORIES STILL EMERGING JupiterResearch, 2006
  18. 21. BARRIERS TO ONLINE SHOPPING Harris Interactive, 2006
  19. 22. How they came to be
  20. 23. Strauss and Howe, 2006
  21. 24. ERA OF THE CODDLED CHILD
  22. 25. NO LOSERS, JUST WINNING-CHALLENGED
  23. 26. BORN AT THE KEYBOARD <ul><li>Popularization of the PC </li></ul><ul><li>Apple II launch </li></ul><ul><li>Cable TV channel explosion </li></ul>
  24. 27. BORN AT THE KEYBOARD <ul><li>Internet commercialized </li></ul><ul><li>Email popularized </li></ul><ul><li>Cell phones go mainstream </li></ul><ul><li>MP3 boom </li></ul><ul><li>IM catches hold </li></ul><ul><li>Popularization of the PC </li></ul><ul><li>Apple II launch </li></ul><ul><li>Cable TV channel explosion </li></ul>
  25. 28. <ul><li>Birth of the iPod </li></ul><ul><li>TiVo and DVR takes off </li></ul><ul><li>Networked gaming popularized </li></ul><ul><li>Xbox launches </li></ul><ul><li>Growth in VOIP membership </li></ul><ul><li>Ringtones become a billion dollar business </li></ul><ul><li>100M videos viewed daily on YouTube </li></ul><ul><li>Social network sites redefine social order </li></ul>BORN AT THE KEYBOARD
  26. 29. <ul><li>68% percent of 8-18 year olds have a TV in their bedroom </li></ul><ul><li>65% have a portable music device </li></ul><ul><li>55% have handheld video game players </li></ul><ul><li>54% have VCR/DVD player </li></ul><ul><li>49% have a video game player </li></ul><ul><li>31% have a computer </li></ul>PROSPERITY FUELS TECH-RICH LIFESTYLE Kaiser Family Foundation, 2005
  27. 30. SPOT THE DEFUNCT DEVICE
  28. 31. Who they are
  29. 32. PERPETUALLY CONNECTED DEFINING TRAITS: DEFINING TRAITS:
  30. 33. DIVERSE ACTIVITES ONLINE JupiterResearch, 2005
  31. 34. 81% of teens use or own a mobile phone. Consumer Electronic Association, 2006 College kids typically dash off 20-30 text messages a day. Vibes Media, 2005 38% of 13-21 year olds go online before or during breakfast. Harris Interactive, 2006
  32. 36. EVERYONE’S “A FRIEND” 32% chose cell phone when asked to imagine a fake law stipulating only one form of communication. Virgin Mobile USA, 2006 3-5 C.O.T. Dozens – Hundreds Online friends 5-25 Social tribe Thousands – Tens of thousands Boundless network
  33. 37. In-person, mobile, text, IM, SN, email IM, mobile,text, SN, in-person SN, IM, in-person SN 3-5 C.O.T. Dozens – Hundreds Online friends 5-25 Social tribe STRATIFIED COMMUNICATIONS Thousands – Tens of thousands Boundless network
  34. 38. EMAIL USAGE IS FLAT—NOT PREFERRED Harris Interactive, 2006
  35. 39. I facebooked her. — Micky, 16
  36. 40. MULTITASKING AND “PRODUCTIVE” DEFINING TRAITS: DEFINING TRAITS:
  37. 41. MULTIPLE THREADING IS ENGAGING STARSKY & HUTCH (ANY EPISODE) THE SOPRANOS (EPISODE 6) Steven Berlin, 2006
  38. 42. 24-HOUR MEDIA CONSUMPTION Harris Interactive, 2006
  39. 43. Millennials consume 20 hours of media per day, but within 7 hours of clock time. MediaWeek, June 21, 2006 Unstructured free time has decreased by 37% since 1981. Strauss and Howe, 2006 61% of young consumers feel that video ads are too long and occur too often. Forrester, 2006
  40. 44. FILTERING FOR IMMEDIACY AND CONTROL DEFINING TRAITS: DEFINING TRAITS:
  41. 45. PROCESS INFO UP TO 5X AS FAST AS ADULTS <ul><li>Dwell on the first 1-2 words of text </li></ul><ul><li>Don’t read across lines of text </li></ul><ul><li>More inclined to notice images, videos, moving objects </li></ul>
  42. 46. Pop-ups are the devil. — Anna, 15
  43. 47. 37% of 18-24 year olds feel their review should be posted and unedited. JupiterResearch, 2006 72% of DVR users (HH’s) fast-forward through TV ads. CNW Marketing Research, 2006 23% of 18-24 year olds pick up in-store to ensure product availability. JupiterResearch, 2006
  44. 48. NEED MULTIPLE PERSPECTIVES AND VIEWS JupiterResearch, 2006
  45. 50. SELF-EXPRESSIVE YET ASSIMILATIVE DEFINING TRAITS: DEFINING TRAITS:
  46. 51. 68% play music. 47% paint or draw. 30% keep a journal. Virgin Mobile USA, 2006 38% of Gen Y (18-26) use social networking sites. Forrester, 2006 52% rely on social networks for purchase advice. Forrester, 2006
  47. 53. Together Everyone Achieves More T.E.A.M.
  48. 55. OPTIMISTIC AND SELF-ENTITLED DEFINING TRAITS: DEFINING TRAITS:
  49. 56. 31% of American teens believe they’ll become famous. MTV, 2006 58% of teens think it’s legal to copy a friend’s purchased DVD, video or music. LA Times/Bloomberg, 2006 76% think it’s important to ask their opinions about what teens really like. Harris Interactive, 2005
  50. 58. — Matthew, 21 I will influence more people than you can imagine so show me what I want and then you’ll be just fine.
  51. 59. Millennials are changing shopping
  52. 60. OLD PURCHASE PROCESS: FUNNEL
  53. 63. <ul><li>FROM FUNNEL TO FISH </li></ul>
  54. 70. What appeals, what you can do
  55. 71. KEEP IT REAL . 01
  56. 72. KEEP IT REAL: Razr <ul><li>Authentic to the brand with both genders </li></ul><ul><li>Maintains street cred through constant updates </li></ul>
  57. 73. KEEP IT REAL: eBay <ul><li>Authentic to the brand </li></ul><ul><li>Perception of a “deal” </li></ul><ul><li>Self-policing </li></ul><ul><li>Constantly fresh </li></ul>
  58. 74. HEAR ME OUT. 02
  59. 75. HEAR ME OUT: Amazon <ul><li>Easy to read and post reviews </li></ul><ul><li>Tip: need to solicit and delineate by affinity group </li></ul>
  60. 76. HEAR ME OUT: Levi’s <ul><li>Motivating involvement with customizable viral tools </li></ul><ul><li>Crowdsourcing for next face of the brand </li></ul><ul><li>Inspiring creation and sharing of ringtones (UK) </li></ul>
  61. 77. <ul><li>Motivating involvement with customizable viral tools </li></ul><ul><li>Crowdsourcing for next face of the brand </li></ul><ul><li>Inspiring creation and sharing of ringtones (UK) </li></ul>HEAR ME OUT: Levi’s
  62. 78. BE ORIGINAL OR DON’T BE. 03
  63. 79. BE ORIGINAL OR DON’T BE: Converse <ul><li>Making available limited edition merchandise </li></ul><ul><li>Voice is synchronized with the offering </li></ul>
  64. 80. BE ORIGINAL OR DON’T BE: Threadless <ul><li>Fans help create the assortment </li></ul><ul><li>Weekly refreshes invite repeat visits </li></ul>
  65. 81. BE ORIGINAL OR DON’T BE: AE <ul><li>In context </li></ul><ul><li>On-body, 360° rotation </li></ul>
  66. 82. <ul><li>In context </li></ul><ul><li>On-body, 360° rotation </li></ul>BE ORIGINAL OR DON’T BE: AE
  67. 83. <ul><li>In context </li></ul><ul><li>On-body, 360° rotation </li></ul>BE ORIGINAL OR DON’T BE: AE
  68. 84. MY WAY…NOW. 04
  69. 85. MY WAY…NOW: iTunes <ul><li>Can buy product in any combination </li></ul><ul><li>Can sample the assortment </li></ul>
  70. 86. MY WAY…NOW: Best Buy <ul><li>Preorders for guaranteed availability </li></ul><ul><li>In-store pick-up for quick access </li></ul>
  71. 87. ENTERTAIN ME. 05
  72. 88. ENTERTAIN ME: Funny and Fun
  73. 89. ENTERTAIN ME: bCODE (Australia) <ul><li>Fun way to use texting </li></ul><ul><li>Personalize for occasions and events </li></ul><ul><li>Sender-initiated payment </li></ul>
  74. 90. stimulate <ul><li>Develop fresh news and ever-evolving merchandising stories </li></ul><ul><li>Produce viral events that drive PR </li></ul><ul><li>Create branded media that is entertaining, malleable and pulls in the network </li></ul>
  75. 91. engage <ul><li>Become more searchable on the site and on the web </li></ul><ul><li>Zoom all views and invite more involvement </li></ul><ul><li>Enable online reviews by affinity group </li></ul><ul><li>Ensure rapid screen refreshes and loads </li></ul><ul><li>Test user-initiated mobile communications </li></ul>
  76. 92. purchase <ul><li>Accept payment alternatives </li></ul><ul><li>Incentivize wish list and cart-sharing to foster action </li></ul><ul><li>Provide in-store pick up for immediate gratification </li></ul><ul><li>Provide economical overnight and 2 nd day shipping </li></ul>
  77. 93. empower / re-engage <ul><li>Develop members-only privileges </li></ul><ul><li>Create real or perceived exclusive events </li></ul><ul><li>Provide cool tools to influence social network </li></ul>
  78. 94. Envisioned future
  79. 96. <ul><li>WHAT’S NEXT? Summer 2007 </li></ul>

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