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CCS SPRING RESEARCH / YOUTH PLANNING FY18April 13, 2018


THE REQUEST / • Establish a baseline understanding of the youth audience and their digital habits using

secondary research

• Identify when, where, and how CCS should communicate with the youth audience

• Inform a digital media buying plan to coincide with the release of Season 2 of 13

Reasons Why


GROWING UP IN 2018


HISTORICAL IMPACTS /

2000 2002 2004 2006 2008 2010 2012 2014

WORLD WIDE WEB GOES

PUBLIC (1995)

GOOGLE (1999)

COLUMBINE TRAGEDY

(1999)

Y2K

9/11

1ST IPOD

WIKIPEDIA

FACEBOOK

FIRST LEGAL SAME SEX WEDDING

IRAQ WAR BEGINS (2003)

YOUTUBE (2005)

TWITTER

HURRICANE KATRINA

(2005)

BARACK OBAMA IS ELECTED

FIRST IPHONE (2007)

RECESSION

NETFLIX (2007)

INSTAGRAM

1ST IPAD (2010)

SNAPCHAT

OSAMBA BIN LADEN KILLED

OCCUPY WALL STREET

2016

GAY MARRIAGE IS LEGALIZED

BLACK LIVES MATTER

MOVEMENT

HILLARY CLINTON RUNS FOR

POTUS

SAN BERNADINO

HURRICANE SANDY

OBAMA RE-ELECTED

SANDY HOOK

SHOOTING

AURORA THEATRE

SHOOTING

BOSTON MARATHON BOMBING

AFFORD-ABLE CARE

ACT

RISE OF ISIS

YOUTUBE STARS GO

MAINSTREAM

2018

TRUMP IS ELECTED

WOMEN’S MARCH

PARKLAND SHOOTING

MARCH FOR OUR LIVES

Source: Awesomeness TV, 2017


THE Y2K BABIES

BORN: 2000 - 2002 (16 - 18)

CURRENT LIFE STAGE:

High School - Early College

LIFE STRESSORS:

Tougher academics (ACT/SAT/APs), Instabrand, college choice, social pressures, uncertainty about

the future, more independence

DIGITAL BEHAVIORS: Growing up with

Smartboards and tablets in every room, spend 2+ hours a day on YouTube, early adopters to third gen

social media


THE POST-RECESSION INDEPENDENTS

BORN: 2003 - 2005 (13 - 15)

CURRENT LIFE STAGE:

Middle School - Early High School

LIFE STRESSORS:

Piles of homework, popularity/acceptance, balancing

school and extracurriculars, Instabrand

DIGITAL BEHAVIORS: Quick-learners, mastered the

#selfie before they could walk, had their first smartphone at age 11, digital privacy doesn’t matter


MAKING CONNECTIONS: WHERE, WHEN, AND HOW


IN GENERAL, YOU CAN FIND YOUNG PEOPLE ON THESE PLATFORMS:



ON THE HOME SCREEN /


THEY’RE ACCESSING THESE PLATFORMS ALMOST EXCLUSIVELY ON THEIR PHONES.

Source: Generation Z New Insights into the mobile-first mindset of teens, Google, 2016


THEIR FAVORITE COMMUNICATION MODES ARE VIDEO, INSTANT MESSAGING, AND TEXTING.

Source: Generation Z New Insights into the mobile-first mindset of teens, Google, 2016


A DAY IN THE LIFE /

7am 9am 11am 1pm 3pm 5pm 7pm 9pm 11pm

Flips through Instagram in bed

Listens to “Discover New” on Spotify

Views Snaps and new Tumblr posts while getting ready for school

Reads some pages for school on reading app

Sends quick Snap during recess/break

Attends Skype lecture during afternoon class

FaceTimes BFF while walking to practice

Texts Mom to confirm pick-up after practice

Mom makes me put away my phone for dinner

Plays Minecraft on X-Box against little brother

Scrolls through Twitter feed before first bell

Watches YouTube at lunch table with friends

Adds Boomerang video to Instastory during 7th period

Checks Snapchat streaks during water break

Listens to favorite playlist on the way home from practice

Binges “Stranger Things” on Netflix now that homework is done

Emails homework assignment to teacher

Source: Awesomeness TV, 2017; Think with Google, 2017; Pew, 2017


AT THE MACRO LEVEL


THEY EXPECT TO BE CONNECTED AT ALL TIMES.


THEY ARE USED TO ALWAYS HAVING THE ANSWERS AND THEY KNOW HOW TO GET THERE QUICKLY.


THEY HAVE ONE FOOT IN THE REAL WORLD AND ONE IN THE DIGITAL SPACE.


THEY HAVE TWO IDENTITIES: ONE IN PERSON AND ONE ONLINE.


THEY CAN’T ESCAPE FROM THE BAD THINGS THAT HAPPEN IN THE WORLD.


CRISIS IN THEIR EYES


DIVERSE ANTI-CONVENTIONALISTS /• By 2020, more than half of the nation’s children are expected to be part of a minority

race or ethnic group. (U.S. Census Bureau, 2015)

• Less than half identify as exclusively heterosexual. (The Innovation Group, 2016)

• Gen Z considers gender to be a subjective and fluid experience, and they view conventional attitudes as insulting. (Cassandra Report, 2013)

“Gen Z is coming of age in a world that rejects convention, authority, and tradition. Frequently deemed as outdated or unrealistic, the

traditional paths are being blown up and these days, there’s no one ‘right way’ to live a life. - Barry Schwartz, Psychologist



A GLOBAL PURPOSE /Digital natives have always had access to the larger world around them. As such, they are focused on finding their place and purpose within that larger world. Making it a better place is a sign of a successful life.



THEY EXPERIMENT WITH IDENTITY EARLIER THAN GENERATIONS BEFORE.


Cactus © 2018 All Rights Reserved.Source: Awesomeness TV, 2017

AS THE FIRST DIGITAL NATIVES, THEY ARE USING TECHNOLOGY TO FIND THEIR WAY ON THEIR OWN, NAVIGATING WITHOUT ROLE MODELS.

Cactus © 2018 All Rights Reserved.Source: Awesomeness TV, 2017

THEY ARE HIGHLY ATTUNED TO THEIR OWN FEELINGS OF STRESS, ANXIETY, OR DEPRESSION.


THE SMARTPHONE GENERATION /(Although correlation is not causation) there have been noticeable changes in young people’s behavior since the democratization of the smartphone.

Source: Monitoring the Future, Youth Risk Behavior surveillance System, 2015


BLUE WHALE CHALLENGE


IMPLICATIONS FOR CCS / THE SUM OF THE PARTS

For young people, crisis starts as stress and mismanagement of personal health. They are already aware of and attuned to their feelings, so CCS must start educating them early about what to do if things eventually build up to a crisis.

NO “OFF” BUTTON

Unlike generations past, where there was a reprieve from the pressures of school and social lives once you got home, Gen Z’s can’t get away. If something is bothering them, it will follow them, which means CCS needs to follow alongside as much as possible.

ON THEIR OWN

This is a highly independent generation, and as the first digital native, they have few role models to help them navigate the digital world. As such, CCS has an opportunity to step into that guidance role with resources and “always-on” availability.


13 REASONS WHY



SINCE SEASON 2 WAS ANNOUNCED, IT’S STIRRED UP QUITE A BIT OF CONVERSATION.

Source: Custom Netbase Search, Cactus, 2018


SOME LOVE IT, SOME HATE IT.


SOCIAL CONVERSATION / POSITIVE



SOCIAL CONVERSATION / NEGATIVE



NET SENTIMENT TRENDS NEGATIVE.



TOP SENTIMENT DRIVERS ARE EXTREME, AND THE TOP HASHTAGS LEAVE LITTLE TO THE IMAGINATION.



YOUNG PEOPLE IN COLORADO ARE ALSO ACTIVELY SEARCHING ON GOOGLE.

Source: Google Trends, 2018

1. Colorado Springs - Pueblo

2. Grand Junction - Montrose 3. Denver Metro


THE TOP SEARCH TOPICS RELATED TO “13 REASONS WHY” INCLUDE THE FOLLOWING:

Two subjects jumped out to us in our search: suicide and rape.

In addition, teens are also highly interested in the character portrayals. They are drawn to influential young

people, those they see as more “human” than “celebrity” and can relate to on a personal level.

Source: Google Trends, 2018


GOOGLE SEARCHES OF “HOW TO COMMIT SUICIDE” INCREASED 26% FOLLOWING THE FIRST SEASON RELEASE.

Source: Vinpoal, L. (2017). Netflix’s ’13 Reasons Why’ May Cause a Suicide Spike, Scientists Caution. Fatherly.


GOOGLE SEARCHES IN THE SAME TIME PERIOD CAN GET PRETTY GRAPHIC.



BUT THERE IS OPPORTUNITY FOR CCS AND ITS PREVENTATIVE SERVICES.



Besides the Suicide Prevention Lifeline, there is no widely recognized industry leader for mental health care amongst

our demographic in Colorado.


WE HAVE TO MEET THEM WHERE THEY’RE HAVING THESE CONVERSATIONS.

Source: Generation Z New Insights into the mobile-first mindset of teens, Google, 2017; Custom Netbase Search, Cactus, 2018


IMPLICATIONS FOR CCS / DISCUSSION PLATFORMS

Some social media platforms support open conversation better than others. Namely Twitter and Reddit, but don’t underestimate the comments section of YouTube. Instagram is not an appropriate platform for starting conversation, but may be useful for targeted ads.

iCHATTY

They are open to transparent and authentic conversation, but please let them be able to type it. Talking on the phone is not easy for this generation, nor is it preferred.

CUTTING THROUGH THE CLUTTER

There’s a lot of competition for Gen Z’s attention. Don’t try to fight it — instead, work within those platforms with established Gen Z traffic.


QUESTIONS?

Documents

Home | Colorado.gov - CCS SPRING RESEARCH › pacific › sites › default › files... · 2019-02-06 · WEB GOES PUBLIC (1995) GOOGLE (1999) COLUMBINE TRAGEDY (1999) Y2K 9/11 1ST