SUMMARY FINDINGS WHITE PAPER White Paper...Research by Sponsored by November 2016 SUMMARY FINDINGS WHITE PAPER White Paper

Researchby

Sponsoredby

November2016

SUMMARY FINDINGS WHITE PAPER

White Paper

Copyright©2016iGillottResearchInc.

TableofContentsExecutiveSummary.....................................................................................................1

Futureofthesmartphone....................................................................................................1Entertainment.....................................................................................................................1

FigureA:PercentofMillennialsthatEngageinEntertainmentActivitiesContinuouslyorMultipleTimesperDay...........................................................................................................2

Communications..................................................................................................................2Security...............................................................................................................................2SocialMedia........................................................................................................................3

FigureB:PercentofMillennialsthatEngageinSocialMediaContinuouslyorMultipleTimesperDay....................................................................................................................................3

ProjectOverviewandMethodology............................................................................4Survey.................................................................................................................................4Personalinterviews.............................................................................................................4ProfilesofMillennialsInterviewed......................................................................................4Disclaimer...........................................................................................................................5AboutiGR............................................................................................................................5

FutureoftheSmartphone...........................................................................................6SurveyResults.....................................................................................................................6

Figure1:DesiredImprovements.............................................................................................6Interviews...........................................................................................................................6

Wallet......................................................................................................................................7VoiceControl...........................................................................................................................7SizeandForm..........................................................................................................................7LaptopReplacement...............................................................................................................7Predictive.................................................................................................................................7HomeIntegration....................................................................................................................8

Summary.............................................................................................................................8

Entertainment.............................................................................................................9SurveyResults.....................................................................................................................9

Figure2:AverageNumberofDevicesinMillennialHousehold..............................................9Figure3:PercentofMillennialsthatEngageinEntertainmentActivitiesContinuouslyorMultipleTimesperDay.........................................................................................................10Figure4:RankingofVideoContentSources.........................................................................10Figure5:TraditionalMovieTheatreUsage...........................................................................11

Interviews..........................................................................................................................11Table1:EntertainmentServices-OneWordAnswers.........................................................12

Summary............................................................................................................................13

Communications.......................................................................................................14SurveyResults....................................................................................................................14

Figure6:PercentofMillennialsthatEngageinCommunicationsActivitiesContinuouslyorMultipleTimesperDay.........................................................................................................14

Interviews..........................................................................................................................14Table2:CommunicationServices-OneWordAnswers.......................................................15

Copyright©2016iGillottResearchInc.

Summary............................................................................................................................16

Security.....................................................................................................................17Interviews..........................................................................................................................17Summary............................................................................................................................18

SocialMedia..............................................................................................................19SurveyResults....................................................................................................................19

Figure7:PercentofMillennialsthatEngageinSocialMediaContinuouslyorMultipleTimesperDay..................................................................................................................................19

Interviews..........................................................................................................................20Table3:SocialMedia-OneWordAnswers..........................................................................20

Summary............................................................................................................................21

Copyright©2016iGillottResearchInc.1

ExecutiveSummary

Allgenerationsleavetheirmarkontheworld.Millennialsarenodifferent,excepttheyhavegrownupinaworldwithouttypewriters,faxmachines,commercials,cathoderaytubes,cassettetapes,andVCRs.

Millennials are the future and their views on mobile communications,entertainment, security, transportation, anddeviceswill shape the technologyworldforthenextdecade.

This white paper provides an overview of Millennial’s views on five topics,collectedthroughanonlinesurveyandpersonalinterviews.

Futureofthesmartphone

iGRaskedMillennials,“Whatdoyouimagineyoursmartphonewillbelikeinfiveyears?Whatdoyouthinkthesmartphonewilldo?Whatwillitlooklike?”Tosummarizetheirwiderangeofideas,accordingtotheMillennialsthesmartphoneof2021willbe:

• Voicecontrolled

• Dynamicallyandpredictivelypersonalized

• Awareoftheuser'slocation,preferencesandevenhealth

• Theowner’swallet,TV,wordprocessor,computer,shoppinglistandmusicplayer.

Entertainment

MillennialshavegrownupinaworldwheremoviesarealwaysondemandandTVcanbewatchedatwill.Entertainmentchoicesspantraditionalsources,suchasbroadcastTVandmovietheatres,aswellasOver-The-Top(OTT)servicessuchasNetflix,YouTube,HuluandAmazonPrime. Furthermore,Millennialshaveawide selectionof devices in their homeonwhich tobeentertained, includinglaptops,Internet-connectedTVs,connectedTVdevices,tabletsandsmartphones.

Survey respondents were asked to consider an average week and were thenaskedhowfrequentlytheyengageinseveralentertainmentactivitieswhiletheyareathome. AsshowninFigureA, iGRfoundthat59percentofrespondentswatchstreamingvideo,49percentplaygames,and56percentlistentostreamingmusicoraudiocontinuouslyormultipletimesperday.


Figure A: Percent of Millennials that Engage in Entertainment ActivitiesContinuouslyorMultipleTimesperDay

Source:iGR,2016

Communications

Millennials have a wide range of communication options including moretraditional options such as voice calls, email, and texting services provided bytheirmobileoperator. TheyalsoregularlyuseOTTservices,suchasSnapchat,WhatsApp,andGroupMe,andvideochatservicesfromFaceTimeandSkype.

BecauseMillennialshavenofearoftechnology,theyarewillingtotryandadoptthelatestcommunicationstools.However,theytendtochoosedifferentservicesfordifferentusesortocommunicatewithdifferentpeople. Forexample,theymightuseadifferentappwiththeirparentsthanwiththeirfriends.

Security

Many aspects ofMillennials’ lives are online and are accessiblewith a laptopcomputer.However,Millennialsaremuchmoreawareandcautiousabouttheironlineprivacyandsecuritythanmightbeexpected.

Millennials have set their own privacy standards regarding their social mediaposts,suchasnotputtingpersonalinformationonlineandnotsharinglocationinformation.Also,theyareverycautiouswhenchoosingwhichwebsitestheyusefor purchases, and they have concerns regarding using their smartphone forpurchasesthroughapplicationssuchasApplePay.

59.1%

48.7%

56.1%

0%

10%

20%

30%

40%

50%

60%

70%

Watchstreamingvideo Playonlinegames Listentostreamingmusicoraudio


Millennialswanttofeelsafewhentheyareonline,andtheyareveryclearaboutwhatinformationtheywanttoshareandwithwhom.Inshort,Millennialsaren’tobliviousregardingsecurity,they’resavvy.

SocialMedia

Millennials are the first generation to grow up in a world where their firstimpression of a person is formed online, not in person or on the phone. AMillennial’sentiresociallifeisenabledbyanddependentontheirmobiledevices.

For example, as shown in Figure B, iGR found thatwhile at home, almost 75percentofMillennialschecktheirsocialmedia,and48percentupdatetheirsocialmedia continuously ormultiple times per day. When they are on the go, 71percent check their social media and almost 60 percent update social mediacontinuouslyormultipletimesthroughouttheday.

FigureB: PercentofMillennials that Engage in SocialMediaContinuouslyorMultipleTimesperDay

Source:iGR,2016

Millennials’ responses to iGR’squestions in interviews indicate that Facebook,thoughconsiderednecessary,maybea little too ‘mainstream’ forMillennials.Other applications, suchas Snapchat and Instagram,maybeperceivedas lessconventional,whileGroupMeisnotaspopularwiththeMillennialsinterviewed.

Millennialswill usewhatever helps them connect and socialize. When a newsocialmediaapp is launched, itneedsacriticalmassofuserstobesuccessful.WhenaMillennialseeshisorherfriendsusinganapplicationmore,heorshewillstartusingit,also.

74.5%71.3%

47.8%

58.7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

AtHome OntheGo

CheckSocialMedia UpdateSocialMedia


ProjectOverviewandMethodology

InordertogaininsightintothemobilebehaviorsandopinionsofMillennials,iGRfieldedanonlinesurveyandperformedpersonalinterviews.

Survey

• iGRfieldedanonlinesurveyof1,021U.S.consumersinMay2016.Inordertoparticipateinthesurvey,respondentswererequiredtobebetween18and64yearsofageandownanduseamobilephone.

• iGRthenfilteredtheresultsandonlyanalyzedtheresponsesofrespondentsthatwerebetweentheageof18and24.

• Thesurveyresultsarepresentedinfiguresinthiswhitepaper.

Personalinterviews

• iGRperformedrecordedphoneinterviewswith18individualsbetweentheageof18and25.

• Respondentswerediverseinage,genderandgeographiclocationwithintheUnitedStates.

• Respondentswereaskedquestionsregardingfivethemes:

o Thefutureofthesmartphone

o Entertainment

o Communications

o Security

o SocialMedia.

• Respondents’verbatimresponsesarereferencedinthiswhitepaper.

ProfilesofMillennialsInterviewed

• Allison–21-year-oldsinglefemalestudentfromOhio.

• Hannah–21-year-oldsinglefemalestudentfromCalifornia.

• Illan–19-year-oldsinglemalestudentfromTexas.

• Nicole–19-year-oldsinglefemalestudentfromColorado.

• Alexandra–22-year-oldsinglefemalefromNewYork.Employedfulltime.

• Brandon–20-year-oldsinglemalestudentfromNewYork.


• Lauren–21-year-oldsinglefemalestudentfromTexas.

• Katherine–19-year-oldsinglefemalestudentfromTennessee.

• Elizabeth–25-year-oldmarriedfemalefromFlorida.Employedfulltime.

• Noelle–24-year-oldsinglefemalefromTexas.Employedfulltime.

• Rebecca–22-year-oldsinglefemalefromMissouri.Employedfulltime.

• Luke–19-year-oldsinglemalestudentfromCalifornia.

• Maya–23-year-oldsinglefemalestudentfromNewYork.

• Kevin–21-year-oldsinglemalestudentNewYork.Employedfulltime.

• Richard–21-year-oldsinglemalestudentfromNewYork.

• Lindsay–21-year-oldsinglefemalefromNewYork.Employedfulltime.

• Jessica–21-year-oldsinglefemalestudentfromFlorida.

• Emily–21-year-oldsinglefemalestudentfromTexas.

Disclaimer

TheopinionsexpressedinthiswhitepaperarethoseofiGRanddonotreflecttheopinionsofthecompaniesororganizationsreferencedinthispaper.AllresearchwasconductedexclusivelyandindependentlybyiGR.

AboutiGR

iGR is a market strategy consultancy focused on the wireless and mobilecommunicationsindustry.FoundedbyIainGillott,oneofthewirelessindustry’sleadinganalysts,weresearchandanalyzethe impactnewwirelessandmobiletechnologieswillhaveontheindustry,onvendors’competitivepositioning,andonourclients’strategicbusinessplans.

A more complete profile of the company can be found at http://www.iGR-inc.com/.


FutureoftheSmartphone

ThesmartphoneisanindispensabledeviceforMillennials.Infact,99percentofthosewhoparticipatedintheonlinesurveyhaveasmartphone,whiletheotheronepercenthaveamorebasicmobilephone.

iGRwantedtoknowwhat improvementsMillennialswould like tosee in theirmobile device or servicenow, aswell aswhat capabilities they expectwill beincludedinasmartphoneinfiveyears.

SurveyResults

IniGR’ssurvey,respondentswereaskedwhatimprovementstheywouldliketoseeintheircurrentmobileservice(notetheywerepresentedwithalistoptionstorank).Asshowninthefollowingfigure,32percentwantedlesswaittimefordatacontentloads,24percentwantedfasterdownloads,and45percentwantedalongerbatterylifeontheirmobilephone.

Figure1:DesiredImprovements

Source:iGR,2016

Interviews

WhatdoMillennialsimaginetheirsmartphonewillbelikeinfiveyears?Whatdothey think the smartphonewill do? Whatwill it look like? ThoseMillennialsinterviewed were asked this open-ended question, and their wide range ofresponsesaresummarizedbelow.

32.2%

23.6%

45.4%

0%

10%

20%

30%

40%

50%

60%

Lesswaittimebeforedatacontentloads(whileinabrowser,apps,etc.)

Fasterdownloads Longerbatterylifeonmymobilephone


Wallet

ManyMillennials think that using the smartphone tomake purchases will bemuchmorecommonplace.

• “Iseeitbecomingourwallet…andbeingabletopaywithsomethingonyourphone.”

• “Youwon’thaveawallet,anditwillallbecombinedintoonedevice.”

VoiceControl

Several Millennials think that voice control will be a much more prominentfeatureoffuturesmartphones.

• “Therewillbemorevoiceintoit,andSiriwillprobablyplayabiggerrole.”

• “MoreautomatedserviceslikeSiri.Justmoreartificialintelligence.”

SizeandForm

TheMillennialsinterviewedhadawiderangeofideasaboutthesizeandformoffuturesmartphones.

• “Itwon’tbeabletobeanysmaller,butIthinkitwillbemoreincorporatedwithmorethingsliketheAppleWatch.”

• “Sizewillchangedependingoncustomerswantsandneeds,maybeit’lljusthavemorerangesinsteadofonlytwoiPhonestopickfrom.”

• “Ithinkthatitwillbecomesmaller,skinnier.IthinktheyaregoingtotakeouttheheadphonejackandmakeitallBluetooth.”

• “I think therewill bea screenprojector so it couldput stuffon thewalls.Maybehaveakeyboardthatcomesoutsoyoucouldtype.Itcouldalmostreplacethecomputeratthatpoint.”

LaptopReplacement

• “Ithinksmartphonesaregoingtomakelaptopsnonexistent.Ifindmyself,because I am on the go so much, using my phone to do things I wouldnormally do on my laptop. Smartphones are going to develop morecapabilitieswithWorddocuments,andwe’llbeabletosendandsavethingslikethat.”

Predictive

• “Hopefully,theywillbelearningabitmoreaboutmyhabits.LikerecentlymyphonestartedknowingwhenIwanttoopenmymusic,whichisawesome!Andmorestufflikethat,liketheautocorrectgettingsmarter.JustbeingabletopredictwhatIwantalittlebitbetter,sothatIdon’thavetodorepetitivetasks.”


• “Itcouldalwaystellyousomethingaboutwhatyouweredoing.”

• “I’mhopingthatinthefuture,smartphoneswillbemuchmoreawareofwhatwearedoingandwhat’saroundus.IfIhavemyphoneonmeandIwalkintothegym,thenmyphoneknowsanditstartsputtingmygymplayliston,orifI walk into the grocery store it pulls up my shopping list. It’s just moreintegratedwithwhatwe’redoingeveryday.”

HomeIntegration

• “Maybestarttoseeintegratedtechnologyinthehome.LikewithAmazonEcho,…youmightbeabletoaccessyourphone.I’msurethere’llbesomemorein-homedevices,whichIguesswilltakeyouawayfromyourphonebutalsoincreasetheuse.”

• “Itwouldprobablybecool ifwecoulduseourphoneslikekeysforgettingintoyourhomeoryourcar. Ialsowouldn’tbesurprisediftheyhaveevenmorewaysofmonitoringyourenvironmentlikeyourhomeairconditioningoryourpersonalhealth.”

Summary

AccordingtotheMillennials,thesmartphoneof2021willbe:

• Voicecontrolled

• Dynamicallyandpredictivelypersonalized

• Awareoftheuser'slocationandpreferencesandevenhealth

• Thewallet,TV,wordprocessor,computer,shoppinglistandmusicplayeroftheowner.

Smartphones are the future. In five years, theMillennialswill reach for theirphonebeforetheyreachforanythingelse.Ifanythingelseisstillaround!


Entertainment

MillennialshavegrownupinaworldwheremoviesarealwaysondemandandTVcanbewatchedatwill.Entertainmentchoicesspantraditionalsources,suchasbroadcastTVandmovietheatres,aswellasOTTservicessuchasNetflix.

SurveyResults

Millennials have a wide selection of devices in their home on which to beentertained.Surveyrespondentswereaskedtoidentifyallofthedevicesintheirhome and the number that they have of each. iGR found that on average,Millennialshaveintheirhome2.1gamingconsoles,2.1laptops,1.9connectedTVdevices,1.6Internet-connectedTVsand1.6tablets,asshowninthefollowingfigure.

Figure2:AverageNumberofDevicesinMillennialHousehold

Source:iGR,2016

Survey respondents were asked to consider an average week and were thenaskedhowfrequentlytheyengageinseveralentertainmentactivitieswhiletheyareathome.Theirchoicesoffrequencyrangedfrom“lessthanoncepermonth”to“onceperweek”to“multipletimesperweek”to“onceperday”andfinallyto“continuously through the day or multiple times per day.” As shown in thefollowing figure, iGR found that at this highest frequency (continuously ormultiple timesperday),59percentof respondentswatchstreamingvideo,49percentplaygames,and56percentlistentostreamingmusicoraudio.

2.1

1.9

1.6

2.1

1.6

0.0

0.5

1.0

1.5

2.0

2.5

GameConsole ConnectedTVDevice Internet-enabledTV Laptop Tablet


Figure 3: Percent of Millennials that Engage in Entertainment ActivitiesContinuouslyorMultipleTimesperDay

Source:iGR,2016

Surveyrespondentswereaskedtorankthestepstheywouldgothroughtofindsomevideocontenttowatch.Specifically,theywereposedwiththestatement,“IfIwanttowatchsomething,Iwouldfirstcheck#1,thenI’dcheck#2,andfinallyI’dcheck#3.”

Fromtheirchoices,iGRcalculatedarankingscorebetweenoneandten.Asshownbelow, YouTube had the highest ranking of 8.6, followed by Netflix with 8.3,personalDVDcollectionswith5.9,andlivebroadcastTVwitharankingof5.6.

Figure4:RankingofVideoContentSources

Source:iGR,2016

59.1%

48.7%

56.1%

0%

10%

20%

30%

40%

50%

60%

70%

Watchstreamingvideo Playonlinegames Listentostreamingmusicoraudio

8.3 8.6

5.9 5.6

0123456789

10

Netflix YouTube PersonalcollectionofDVDs/Blu-Rays

LiveBroadcastTV


However,evenwithalloftheirchoices,Millennialsstillusetraditionalformsofentertainment.Thesurveyrespondentswereaskedhowmanytimestheyhavebeentothemovietheatrethisyear,ascomparedtolastyear.Thirty-ninepercentsaidaboutthesamenumberoftimes,while26percentsaidthattheyhavebeento themovie theatremore this year and 29 percent have been to themovietheatrelessfrequently.Theseresultsareshowninthefollowingfigure.

Figure5:TraditionalMovieTheatreUsage

Source:iGR,2016

Interviews

TheMillennialsinterviewedwereaskedhowtheydefineTVandtheirresponseswerebasicallysplitintotwogroups:thosewhothinkthatTVincludesstreamingandthosewhothinkthatstreamingservicesareseparateanddistinctfromTV.

ThefollowingquotesarefromseveralMillennialswhobelievethatTVincludesstreaming.

• “IdefineTVasNetflix.”

• “IuseanAppleTV.”

• “TVisanythingthatyoucanwatchandstream.”

• “Anyshowthatisbroadcastliveorthatyoucanfindstreamingonline.”

• “IdefineTVasthingsthatwouldtraditionallybeshownonTV,butImightstillwatchonmycomputer.”

On the other hand, these Millennials distinguish between TV and otherentertainmentservices.

25.7%

39.0%

29.7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Morethisyearthaninprioryears Aboutthesamethisyearasinprioryears Lessthisyearthaninprioryears


• “IwouldconsiderNetflixasubscription-basedstreamingservice.”

• “IguessIusuallywatchcableTVwithotherpeopleandIusuallywatchNetflixalone.”

• “WhenIthinkofTV,Ithinkofanactualtelevision.”

• TVis…“videosthatweremadetobeshownataspecifictime.”

VideosareobviouslyapopularentertainmentmediumforMillennials,but iGRalsoaskedtheintervieweesiftheywouldtheyprefertogetinformationaboutasubjectviaaudio,videoorawrittenformat.Followingareafewsamplesoftheirresponses,whichwereevenlysplitbetweenthethreechoices.

• “Watchingavideofeelsmorecasual.Itdoesn’tfeellikeyou’retryingtokeepupwiththenews.”

• “I’vejuststartedtoenjoyreadingmoreandIthinkpeoplearemorearticulatewhenthey’rewriting.”

• “Probablyaudio.It’susuallyaloteasierforme.I’monthegoalot.IliveinNewYork,soeitherI’mrunningorworkingordoingsomething.”

iGRaskedtheMillennialstogiveaone-wordanswertodescribetheirimpressionof several entertainment services. The following table summarizes theirresponses.

Table1:EntertainmentServices-OneWordAnswers

Netflix YouTube Hulu AmazonPrime

“Binge” “Funny” “Outdated” “PlanB”

“Binge-watching” “Convenient” “Easy” “Expensive”

“TVshows” “Music” “Unnecessary” “Movies”

“Television” “Free” “ExpensiveNetflix”

“Variety” “Easy” “Ugh…obscure”

“Fast” “Universal” “Everything”

“Fantastic” “Videos” “Annoying”

“Great” “Accurate” “No”

“Loveit”


Source:iGR,2016

Millennialswereaskedabout the importanceofadvertising. Specifically, theywereaskediftheywouldprefer“freewithads”ortopayforaservice.Followingaresomeoftheirthoughts:

• “I think advertising is just part of everything we do and if it is on yoursmartphone,Ireallydon’tthinkitmakesthatmuchofadifference.”

• “Sometimes it’s frustrating, like if itpopsupwhenyou’re in themiddleofsomething.”

• “It’sannoying,butaslongasthereisan“X”buttonwhereIcancloseit,Idon’thaveanissuewithit.”

Summary

Millennialshavedefiniteviewsabouttheirentertainmentoptionsandgenerallyconsumetheirentertainmentcontinuouslythroughouttheirday.Theywillfindentertainmentbothathomeand“onthego”,onavarietyofdevices,andthroughanalwaysincreasingnumberofsources,suchasNetflix,YouTube,theirownDVDcollections,andeventraditionalTV.


Communications

Millennials have a wide range of communication options including moretraditional options such as voice calls, email, and texting services providedbytheirmobileoperator. TheyalsoregularlyuseOTTservices,suchasSnapchat,WhatsApp,andGroupMe,andvideochatservicesfromFaceTimeandSkype.

SurveyResults

Survey respondents were asked to consider how frequently they engage inseveral communication services. Their choices of frequency ranged from “lessthanoncepermonth”to“onceperweek”to“multipletimesperweek”to“onceperday”andfinallyto“continuouslythroughthedayormultipletimesperday.”As shown in the following figure, iGR found that at this highest frequency(continuouslyormultipletimesperday),63percentofrespondentsuseSnapchat,59percentuseWhatsApp,and18percentuseFaceTime.

Figure 6: Percent of Millennials that Engage in Communications ActivitiesContinuouslyorMultipleTimesperDay

Source:iGR,2016

Interviews

AlandlinephoneisacommunicationdevicethatisalmostunknowntoMillennials,asmanyoftheirparentsremovedtheirhomephoneyearsbeforetheMillennialsbecameadults.AccordingtooneMillennials,whowasaskedtoassociateawordwiththedevice,“telephone”equatesto“oldpeople.”

62.5%58.8%

18.1%

0%

10%

20%

30%

40%

50%

60%

70%

Snapchat WhatsApp FaceTime


iGRaskedtheMillennialstogiveaone-wordanswertodescribetheirimpressionofseveralOTTcommunicationservices,andthefollowingtablesummarizestheirresponses.

Table2:CommunicationServices-OneWordAnswers

Texting Snapchat GroupMe Gmail FaceTime

“Easy” “Inappropriate” “Frat” “Work” “Girlfriend”

“Draining” “Millennial” “Annoying” “Helpful” “Natural”

“Filler” “Handy” “Noisy” “Business” “Thefuture”

“ShortTerm” “Funny” “Grouptext” “Mail” "WiFi”

“Constant” “Pointless” “Unnecessary” “Useful” “Connecting”

“Communication” “Pictures” “Funny” “Spam” “Fun”

“Slow” “Annoying” “Informative” “No” “Commitment”

“NewEra” “Friends” “Group” “Linked” “Funny”

“Necessary” “Awesome” “Community” “Professional” “Relevant”

“Straightforward” “Fun” “Fast”

“Simple” “Variety” “Awesome”

“Creative”

“Unnecessary”

“LongDistance”

“Communication”

Source:iGR,2016

AlthoughMillennials obviously use a wide range of services, they do tend tochoose different services for different uses or to communicate with differentpeople,asseeninthefollowingquotes:

• “Facebookforfamilymembers.They’renotreallyonInstagram.”

• “WithparentsIdefinitelyemail.”


• “IuseWhatsApporFacebookMessengerforpeoplewhoareoverseas.”

• “I’mdefinitelymorelikelytomessagesomeoneonFacebookthatIhaven’ttalkedtoinawhile.”

• “I use GroupMe for school, and for my parents I’ll just text them withiMessage.”

Summary

BecauseMillennialshavenofearoftechnology,theyarewillingtotryandadoptthelatestcommunicationstools.ThesetoolsincludeaneverincreasingchoiceofOTTservices,suchasWhatsApp,Snapchat,Instagram,FaceTimeandGroupMe.ItisclearthatMillennialscanandwilldrivethenextbigthingincommunications.


Security

Many aspects ofMillennials’ lives are online and are accessiblewith a laptopcomputer–thethingstheybuy, thethingstheydo,howtheyfeel,andwheretheylive.However,Millennialsaremuchmoreawareandcautiousabouttheironlineprivacyandsecuritythanmightbeexpected.

Interviews

Millennialshaveeachsettheirownprivacystandardsregardingtheirsocialmediaposts,whicharedemonstratedinthefollowingquotes:

• “IthinkIfiltermyselfbeforeIputitonthere.”

• “Ijustdon’tlikepeoplebeingabletoseepersonalstuff.Iwouldneverputmynumberonsocialmedia.”

• “Idon’tlikecheckingin.Idon’twanttotellpeoplewhereIam,butifIpostapictureI’llputthelocationofwhereIwas.”

• “I’m always very careful about putting anything location-based on myFacebook.”

Further,Millennialsareverycautiouswhenchoosingwhichwebsitestheyuseforpurchases.

• “WhenIbuyonline,IalwaysmakesurethewebsitethatI’mbuyingfromhasthe‘s’onthehttp.”

• “IalwaysstartwiththeplacesIknowthebest.”

• “It’snotthemosteducatedcriteria,butusuallythevisualaspectofthesite.Usuallyifit’safleshedoutinterface…andtheimplementationofPayPal.

• “Priceandreputation.”

iGRbelieves that thewallet and thephonewillmerge intoone in the comingyears, as applications like Apple Pay continue to grow in popularity. SomeMillennialshaveconcerns,asshowninthefollowingquotes:

• “I’maclutzandIalwaysdropmyphone,soitwouldmakemealittlenervouswitheverythingbeingonmyphone.”

• “I’dlikeit,butI’dalsowanttohavethepaperversionofsomething,aswell.”

• “Eventhoughmyphonemightbechargedalltheway,I’dstillgetparanoidthatitwoulddieandIcouldn’tgetonmyflight.”

• “IwouldhavesecurityconcernsconsideringifIlostmyphoneormisplacedit.”


• “Iwon’thaveachoiceinacoupleofyears.”

Summary

Millennialswanttofeelsafewhentheyareonline,andtheyareveryclearaboutwhatinformationtheywanttoshareandwithwhom.Inshort,Millennialsaren’tobliviousregardingsecurity,they’resavvy.


SocialMedia

Millennials are the first generation to grow up in a world where their firstimpression of a person is formed online, not in person or on the phone. AMillennials’entiresociallifeisenabledbyanddependentontheirmobiledevices.

SurveyResults

Survey respondents were asked to consider an average week and were thenaskedhowfrequentlytheycheckorupdatetheirsocialmediawhiletheyareathomeor“onthego”,which iGRdefinesasnotathome,workorschool.Theirchoicesoffrequencyrangedfrom“lessthanoncepermonth”to“onceperweek”to “multiple times per week” to “once per day” and finally to “continuouslythroughthedayormultipletimesperday.”

As shown in the following figure, iGR found that at this highest frequency(continuously ormultiple times per day),while at homealmost 75 percent ofMillennials check their social media apps, and 48 percent update their socialmedia.Whentheyareonthego,71percentchecktheirsocialmediaandalmost60percentupdatesocialmediacontinuouslyormultipletimesthroughouttheday.

Figure 7: Percent ofMillennials that Engage in SocialMedia Continuously orMultipleTimesperDay

Source:iGR,2016

Millennialscheckandupdatetheirsocialmediastatusmorethananyotheragegroup,andnoneoftheMillennials iGRinterviewedorsurveyedforthisprojectcheckedtheirsocialmedialessthan2-3timesperweek.Thisagegroupistrulyconnectedsociallyonline.

74.5%71.3%

47.8%

58.7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

AtHome OntheGo

CheckSocialMedia UpdateSocialMedia


Interviews

iGRaskedtheinterviewedMillennialstogiveaone-wordanswertodescribetheirimpressionofseveralsocialmediaapps,andthefollowingtablesummarizestheirresponses.

Table3:SocialMedia-OneWordAnswers

Facebook Snapchat GroupMe

“Networking” “Millennial” “Unsure”

“Connecting” “Funny” “Don’tuseit”

“Friends” “Friends” “Unnecessary”

“Necessary” “Entertainment” “Annoying”

“Parents/Family”

“Old”

“Ads”

Source:iGR,2016

TheseresponsesindicatethatFacebook,thoughconsiderednecessary,maybealittle too ‘mainstream’ for Millennials. Consider the following additionalcommentaboutFacebook:

• “Idefinitelydon’tuseFacebookasmuch.Irealizethatnoonecares,andIdon’tcare.”

Other applications, suchas Snapchat and Instagram,maybeperceivedas lessconventional,whileGroupMeisnotaspopularwiththeMillennialsinterviewed.

Millennialswill usewhatever helps them connect and socialize. When a newsocialmediaapp is launched, itneedsacriticalmassofuserstobesuccessful.WhenaMillennialseeshisorherfriendsusinganapplicationmore,heorshewillstartusingit,also.Butwhensomethingbecomesmainstream,theyloseinterest.

Thisisthesamephenomenonbehind“oldies”(thosenotaMillennial!)flockingtoFacebookbecausetheirkidswereusingit.However,nowthekidsareleavingforfreshershores.Thisiswhatkidsandparentshavealwaysdoneandprobablywillalwaysdo.Somemore,someless,butthetrendisthesame.


Summary

ForMillennials,thevirtualinteractioncanbejustasrealandjustasfulfillingasanin-personinteraction.Theappandthedevicearen’tusedtoconnect;theyaretheconnection.

Ifsomethingcomesaroundthatmakesthatconnectioneasier,moreimmediateand more visceral, then Millennials—and probably the generations behindthem—willjumptoit.

Documents

SUMMARY FINDINGS WHITE PAPER White Paper...Research by Sponsored by November 2016 SUMMARY FINDINGS WHITE PAPER White Paper