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Think you know everything there is to know about Millennials in 2015? Think again!
A global research project exploring the media habits, attitudes and behaviours of influential Millennials in 2015
Global findings and data
INTRODUCING THE GEN-NARRATORS
IN 2015 MILLENNIALS MAKE UP THE MAJORITY IN THE WORKFORCE 2
“MILLENNIALS”
Lazy Narcissistic Entitled Apathetic Social media- obsessed
MILLENNIALS REACH THEIR HIGHEST EVER BUYING POWER WORLDWIDE IN 2015
Source: Millennials Drive Social Commerce: Turning Their Likes, Follows or Pins Into a Sale. Center for Marketing Research, University of Massachusetts Dartmouth
4
THIS PURCHASING POWER IS EXPECTED TO GROW EXPONENTIALLY
Source: Kit, Yarrow and O’Donnell, Jayne. Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail. 2009
5
By 2017 Millennials will have the
Of any generation
MOST SPENDING POWER
APPROACH
WE STARTED WITH A HYPOTHESIS 7
WE USED 3 DIFFERENT RESEARCH APPROACHES TO TEST THIS HYPOTHESIS 8
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 • Good Rebels HARK
3. Social conversation analysis
• Social media conversation
analysis • Identify topic themes/
trends • Expand on ideas and
examples provided from panel
• Qualitative mention analysis
• Global scope, cross-platform
• Sysomos MAP
GLOBAL SCOPE 9
USA Quant (22,619)
Qual (29)
Brazil Quant (2,982)
Qual (11)
UK Quant (22,540)
Qual (32)
Europe Quant (18,896)
Qual (21) France, Spain, Germany,
Netherlands, Italy Poland, Sweden
India Quant (3,729)
Qual (23)
China Quant (5,947)
Qual (4)
Rich Asia Quant (13,386)
Qual (8) Singapore, Hong Kong, Japan, Taiwan, South Korea, Australia
DEFINITION OF GENERATIONS 10
MILLENNIALS 18-33
GENERATION X 34-49
BABY BOOMERS 50-68*
* GlobalWebIndex quant data for Boomers extends to age 65 only
WHAT DO WE KNOW ABOUT MILLENNIALS?
WE’VE HEARD LOTS OF MILLENNIAL STEREOTYPES
MILLENNIALS ARE LAZY
MILLENNIALS ARE NARCISSISTIC
MILLENNIALS ARE ENTITLED
MILLENNIALS ARE APATHETIC
MILLENNIALS ARE OBSESSED WITH SOCIAL MEDIA
SOUNDS DEPRESSING. BUT WHAT DOES THE DATA SAY?
MILLENNIALS MAKE UP OVER A QUARTER OF THE TOTAL WORLDWIDE POPULATION
Gen Z 32%
Millennials 26%
Gen X 21%
Baby Boomers 16%
Silent Generation 5%
Estimated global* population breakdown
Source: Census data online, 2011-2015 (estimated) population. Individual sources can be found in each Gen-narrator market report produced by Good Rebels
19
*In this report ‘global’ refers to the countries analysed in the scope of this
research: UK, US, France, Germany, Italy, Poland, Spain, Netherlands, Sweden, China, India, Brazil, Japan, S. Korea,
Taiwan, Hong Kong, Singapore, Australia.
THIS PROPORTION VARIES BY MARKET, BRIC COUNTRIES HAVE LARGEST SHARE
30%
29%
23%
22%
22%
20%
20%
Brazil
India
China
US
UK
Europe
Rich Asia
0% 5% 10% 15% 20% 25% 30% 35%
Millennial percentage of population by market
Source: Census data online, 2011-2015 (estimated) population. Individual sources can be found in each Gen-narrator market report produced by Good Rebels
20
WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS 21
WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC (NOT DEMOGRAPHIC) 22
A SPECIFIC BRAND OF INFLUENTIAL MILLENNIALS STOOD OUT & FOUND US
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)
23
WE CALL THESE INFLUENTIAL MILLENNIALS THE GEN-NARRATORS 24
They tell a very
About their generation
DIFFERENT STORY
THE PERCENTAGE OF GEN-NARRATORS AMONGST MILLENNIALS VARIES
0% 10% 20% 30% 40% 50% 60% 70%
India China Brazil Italy
Taiwan USA
Germany Singapore
Spain Hong Kong
UK South Korea
France Sweden Australia
Poland Netherlands
Japan
Percentage of Gen-narrators amongst the Millennial population – by country analysed
Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014
25
THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS
• It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation
1. You can’t put all Millennials into one box
• Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing
• Gen-narrators are intelligent, influential storytellers
2. Millennials have changed the traditional notion of influence
• Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than
simply replacing traditional for social
3. Social media has not replaced traditional media
26
THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS
• It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation
1. You can’t put all Millennials into one box
• Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing
• Gen-narrators are intelligent, influential storytellers
2. Millennials have changed the traditional notion of influence
• Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than
simply replacing traditional for social
3. Social media has not replaced traditional media
27
INTRODUCING THE GEN-NARRATORS
GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES
Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014
29
1%
29%
70%
AMPLIFIERS
GEN-NARRATORS FOLLOWERS
THERE ARE DIFFERENT INFLUENCE LEVELS AMONGST MILLENNIALS 30
• 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
GEN-NARRATORS ARE NOT LAZY 31
GEN-NARRATORS ARE NOT NARCISSISTIC
Source: HARK real-time online research community, Good Rebels, China, March 2015
32
GEN-NARRATORS ARE NOT ENTITLED 33
GEN-NARRATORS ARE NOT APATHETIC 34
GEN-NARRATORS ARE NOT ONLY OBSESSED WITH SOCIAL MEDIA 35
“MILLENNIALS”
Lazy Narcissistic Entitled Apathetic Social media- obsessed
Active Interested Entrepreneurial Activists Intelligent media connoisseurs
GEN-NARRATORS
WE FOUND NEW AND EVEN MORE PRONOUNCED TRENDS 37
NOT ONLY DO GEN-NARRATORS CONSUME MORE NEWS MEDIA ONLINE
Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014
38
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
20% OF GEN-NARRATORS SPEND OVER AN HOUR A DAY READING ONLINE NEWS MEDIA
Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014
39
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Baby Boomers
Generation X
Millennials
Gen-narrators
More than 6 hours 3-6 hours 1-3 hours Less than 1 hour Do not use
THEY EVEN CONSUME MORE PHYSICAL (PRINT) MEDIA
Source: GlobalWebIndex, Global data, time spent reading physical press, Q1, Q2, Q3 2014
40
85% 78% 76% 70% 50%
55%
60%
65%
70%
75%
80%
85%
90%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e u
se o
f ph
ysic
al p
ress
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
41
Gen-narrators
Millennials
Gen X
Boomers
GEN-NARRATORS ARE MUCH MORE LIKELY TO LEAVE PRODUCT REVIEWS
Source: GlobalWebIndex, Global data, Brand activation, Interactions in past month, Left feedback/review on brand website, Q1, Q2, Q3 2014
42
20% 12% 11% 9% 0%
5%
10%
15%
20%
25%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e le
avi
ng
fee
db
ac
k/re
vie
w o
n b
ran
d w
eb
site
in la
st
mo
nth
GEN-NARRATORS REGULARLY TALK TO THEIR FRIENDS ABOUT NEW BRANDS AND PRODUCTS
Source: GlobalWebIndex, Global data, self perceptions – agree that ‘I regularly inform friends and family on new products/services’, Q1, Q2, Q3 2014
43
74% 63% 59% 42% 0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e a
gre
e t
ha
t
“I re
gu
larly
info
rm fr
ien
ds
an
d
fam
ily o
n n
ew
pro
du
cts
/ se
rvic
es”
WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS 44
WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS
Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014
45
29% 21%
12%
MILLENNIALS GEN X BOOMERS
% of generation audience classified as ‘influential’ according to same criteria used for ‘Gen-narrators’ quant analysis
CONSUME NEWS MEDIA ONLINE
Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014
46
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
INTERACT WITH BRANDS ONLINE
Source: GlobalWebIndex, global data, brand activation – taken any brand action within last month, Q1, Q2, Q3 2014
47
97% 95% 91% 87% 79% 64% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Millennials Generation X Baby Boomers
Perc
en
tag
e in
tera
cte
d w
ith b
ran
d
in p
ast
mo
nth
INFLUENTIAL
ALL
VALUE THE INTERNET FOR SHARING CONTENT
Source: GlobalWebIndex, global data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014
48
36% 35% 29% 30% 25% 17% 0%
5%
10%
15%
20%
25%
30%
35%
40%
Millennials Generation X Baby Boomers
Perc
en
tag
e a
gre
e t
he
inte
rne
t is
very
imp
ort
an
t fo
r sh
arin
g c
on
ten
t INFLUENTIAL
ALL
WE IDENTIFIED 4 STANDOUT TRAITS OF GEN-NARRATORS 49
1. GEN-NARRATORS ARE FACT FINDERS
GENERATORS ARE FACT FINDERS
Mason talks about fact checking before he creates or shares content with his followers
Source: HARK real-time online research community, Good Rebels, Global, April 2015
GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES
Source: HARK real-time online research community, Good Rebels, Global, April 2015, Activity 1: Which of these online publications do you trust the most?
78% of ‘most trusted’ online sources were traditional
52
WHO DO YOU TRUST TO GIVE YOU THE FACTS?
Source: HARK real-time online research community, Good Rebels, Global, April 2015
53
“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
“Trusted blogs and blog references, open all the links
to check it is correct, traditional news websites but
check it twice in another source.”
Carol
CASE STUDY: UK GEN-NARRATORS VALIDATE CHARLIE HEBDO ATTACK NEWS
Source: HARK real-time online research community, Good Rebels, UK, Forum discussion, January 2015
54
“I saw a few videos pop up on
Facebook, however I did
turn to the TV for more info”
GLOBAL PERSPECTIVE: DISTRUST OVER MEDIA WITH POLITICAL AGENDAS
Source: HARK real-time online research community, Good Rebels, Global, April 2015
55
Edwin
“I find it very hypocritical of media sources like BBC and Daily
Mail, that they only highlight negative aspects of Indian
society while actively brushing off incidents in Western world.” Pallavi
“[Millennial] Singaporeans are mostly well-informed and we don’t really follow mainstream media sources. We do,
however, 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.”
2. GEN-NARRATORS ARE CULTURAL DJS
GEN-NARRATORS ARE CULTURAL DJS
Elliot talks about curating and personalising third party content for his audience
Source: HARK real-time online research community, Good Rebels, Global, April 2015
GEN-NARRATORS REALLY VALUE THE INTERNET FOR SHARING CONTENT
Source: GlobalWebIndex, global data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014
58
37% 30% 25% 17% 0%
5%
10%
15%
20%
25%
30%
35%
40%
Gen-narrators Millennials Generation X Baby Boomers
Perc
en
tag
e w
ho
sa
y th
e in
tern
et
is ‘v
ery
imp
ort
an
t’ fo
r sh
arin
g
co
nte
nt
THIS TRAIT IS STRONG IN ALL COUNTRIES, BUT SOME STAND OUT
0% 10% 20% 30% 40% 50% 60%
Brazil India
Taiwan South Korea
USA Hong Kong
UK Spain
Italy Singapore Germany Australia
China Poland
Sweden Japan
Netherlands France
Gen-narrators who believe the internet is ‘very important’ for sharing content – by country analysed
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014
59
GEN-NARRATORS ARE CURATORS OF CONTENT, IDEAS AND OPINION
Source: HARK real-time online research community, Good Rebels, UK, Activity 5: Draw your role as a storyteller, January 2015
60
Anna
GEN-NARRATORS WILL USE SOCIAL MEDIA TO COLLABORATE DURING THE CONTENT CREATION PROCESS
Source: HARK real-time online research community, UK, Activity 5: Draw your role as a storyteller, February 2015
61
Lizzie
‘Video storytelling’ by Lizzie
CASE STUDY: #ROADTORUIN 62
AGGREGATORS AND CONTENT CURATION APPS ARE USED TO DISCOVER CONTENT 63
Patrick
Joash
Buzzfeed
Jochem Feedly
Kyle StackSocial
Source: HARK real-time online research community, Good Rebels, Global, April 2015
GEN-NARRATORS USE SOCIAL MEDIA AS CONTENT DISCOVERY PLATFORMS, AND TAILOR THEM TO THEIR NEEDS 64
Source: HARK real-time online research community, Good Rebels, UK, “Draw your role as a storyteller” December 2014
Toby
‘Taby as a storyteller’
3. GEN-NARRATORS ARE DELIBERATE DEBATERS
GEN-NARRATORS ARE DELIBERATE DEBATERS
Source: HARK real-time online research community, Good Rebels, Global, April 2015
Anaelle will only offer an opinion if she feels she has the knowledge and experience
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
67
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
THIS TRAIT IS STRONG IN ALL COUNTRIES, BUT SOME STAND OUT
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
India Taiwan
Hong Kong Singapore
France Sweden
Brazil South Korea
Poland Australia
UK USA
China Spain
Netherlands Japan
Italy Germany
Gen-narrators who believe the internet is important for changing other people’s opinions – by country analysed
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014
68
GEN-NARRATORS THINK BEFORE THEY SHARE OR COMMENT 69
“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.”
Source: HARK real-time online research community, Good Rebels, Global, April 2015
Richard
“I will only comment on news stories or start discussions if the topic is compelling
enough. I generally do not discuss politics or scams. I do however like to
share my opinion to what should matter to the people, form opinion and make a
change.”
Raghav
GEN-NARRATORS LOVE TO SHARE THEIR OPINION IN DEBATES OFFLINE AS WELL AS ONLINE
Source: HARK real-time online research community, Good Rebels, India, March 2015
70
Jyotika
“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
4. GEN-NARRATORS ARE INTELLIGENT INFLUENCERS
GEN-NARRATORS ARE INTELLIGENT INFLUENCERS
Source: HARK real-time online research community, Good Rebels, India, March 2015
Jochem is aware of his influence and talks about impacting other’s opinions within his area of expertise
HOW DO THEY INFLUENCE?
Source: HARK real-time online research community, Good Rebels, Global, April 2015
73
“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.”
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.”
Aaron
GLOBAL PERSPECTIVE: THEY VIEW THEMSELVES AS INFLUENTIAL WHEN AN AUTHORITY OR EXPERT IN A TOPIC
Source: HARK real-time online research community, India, Good Rebels, Global, April 2015
74
“I received several comments from different oil and gas professionals and also
found some new followers. I got a lot of appreciation from some of the readers so I think my views influenced the opinion of a
few!”
Guarav shares a blog on the history of oil
GEN-NARRATORS ARE ALSO INTELLIGENT BRAND ADVOCATES
Source: HARK real-time online research community, Good Rebels, India, March 2015
Jaryl talks about being brand conscious, but also very aware of what the brand stands for
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
76
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
THIS TRAIT IS VERY STRONG IN ALL COUNTRIES, WITH INDIA TOP AGAIN
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
India South Korea
Taiwan China
Singapore Poland
Brazil Hong Kong
Italy Spain
UK USA
Japan France
Australia Sweden
Netherlands Germany
Gen-narrators who regularly post opinions about products or services online – by country analysed
Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014
77
BRAND ADVOCACY HAS TO BE AUTHENTIC AND FIT WITH THEIR PERSONAL BRAND
Source: HARK real-time online research community, Good Rebels, Global, April 2015
78
“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.”
Joash
“I believe that it’s important to support the brands that you trust
and you feel comfortable promoting.”
Ally
GLOBAL PERSPECTIVE: GEN-NARRATORS USE THEIR INFLUENCE TO BOOST THEIR PERSONAL BRAND
Source: HARK real-time online research community, Good Rebels, Global, April 2015
79
Russell
“I share my opinions and interests pretty readily, but do so knowing that I am influencing and sharing
my personal (online) 'brand’.”
Tamara
“Sharing good content helps you to be better positioned (personal
branding) in your sector (as a reference).”
Tamara
GEN-NARRATORS HAVE MORE POTENTIAL TO BECOME INFLUENTIAL BRAND ADVOCATES (SIMPLY FOR THE LOVE)
Source: GlobalWebIndex, US data, Marketing implications, Brand activation, ‘What would most motivate you to promote your favourite brand online?’, Q1, Q2, Q3 2014
80
39% 32% 28% 24% 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Gen-narrators Millennials Generation X Baby Boomers
Mo
tiva
tion
s fo
r pro
mo
ting
bra
nd
s o
nlin
e –
‘lo
ve fo
r th
e b
ran
d’
GLOBAL PERSPECTIVES
81
DIFFERENCES IN TRUST IN MEDIA 82
USA Cite UK media as trusted source of information. Less certain of trad/new distinction. India
Cite UK media as trusted source of information. Less certain of trad/new distinction.
China Distrust local
media ‘propaganda’
Europe Cite UK media as trusted source of information. Less certain of trad/new distinction.
DIFFERENCES IN VOICING OPINIONS AND PERCEPTION OF INFLUENCE 83
USA More openly opinionated.
More confident in their role as
influencer. India More cautious about sharing
opinions, unless a local issue.
China Hesitant to speak
out in open online spaces.
Rich Asia More cautious about sharing
opinions, unless a local issue.
MORE POLITICAL FOCUS (FOR LOCAL ISSUES) IN INDIA AND ASIA 84
India Curate local
political issues and niche
communities Rich Asia
Curate local political issues
and niche communities
DIFFERENT FOCUS OF PERSONAL BRAND 85
USA Very aware of
personal brand
Brazil Very aware of
personal brand
UK Very aware of
personal brand
Europe Very aware of
personal brand
India Very aware of
personal brand
China Cautious
Rich Asia Cautious
MILLENNIALS HAVE CHANGED THE TRADITIONAL NOTION OF
INFLUENCE
THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS
• It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation
1. You can’t put all Millennials into one box
• Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing
• Gen-narrators are intelligent, influential storytellers
2. Millennials have changed the traditional notion of influence
• Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than
simply replacing traditional for social
3. Social media has not replaced traditional media
87
THE ROLE AND NATURE OF INFLUENCE IS CHANGING 88
AMPLIFIER GEN-NARRATOR
GEN-NARRATOR
GEN-NARRATOR
GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES
Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014
89
1%
29%
70%
AMPLIFIERS
GEN-NARRATORS MILLENNIAL FOLLOWERS
70%
AMPLIFIERS ARE THE CELEBRITY INFLUENCERS. THEY SHOUT LOUDER.
Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014
90
1%
29%
AMPLIFIERS
GEN-NARRATORS MILLENNIAL FOLLOWERS
1%
29%
70%
AMPLIFIERS
GEN-NARRATORS MILLENNIAL FOLLOWERS
GENERATORS ARE THE AUTHORITIES. THEY CUT DEEPER.
Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014
91
AMPLIFIERS
Reach Popularity
Virality Short-term
Blast
Depth Credibility Authenticity Long-term Knowledge
GEN-NARRATORS
WHY SHOULD BRANDS CARE ABOUT DEPTH OVER REACH?
1. Gen-narrators have stronger
and more meaningful ties
to their networks than
Amplifiers
2. Gen-narrators are more
successful than Amplifiers at
sharing brand information
3. Gen-narrators are more
trusted sources of information
online
93
1. GEN-NARRATORS HAVE STRONGER AND MORE MEANINGFUL TIES 94
AMPLIFIER GEN-NARRATOR
✓ Reach more people ✗ Weak ties ✗ Less ability to influence action
✗ Reach fewer people ✓ Strong ties ✓ Connect to communities ✓ Can influence action
2. GEN-NARRATORS ARE BETTER AT SHARING BRAND INFORMATION
# Source of information Percentage
1 Consumer review on retail website 35.1%
2 Consumer comment/opinion on forum/message board 31.0%
3 Expert blogger review 19.8%
4 Recommendations from digital friend 19.4%
5 Endorsement from celebrity or well-known individual 19.3%
Source: GlobalWebIndex, global data, Brand Discovery, ‘In which of the following ways are you most likely to find out about new brands, products or services?’, Q1, Q2, Q3 2014
95
In which of the following ways are you most likely to find out about new brands, products or services?
Gen-narrator Amplifier
3. GEN-NARRATORS ARE MORE TRUSTED SOURCES OF INFORMATION ONLINE
Source: Edelman Trust Barometer, Q387-396, Global study, 2015
96
0% 10% 20% 30% 40% 50% 60% 70% 80%
My friends and family
An academic expert
Companies I use
A journalist
Employees of a company
A company CEO
A well-known online personality
Elected officials
Celebrities
Brands I don't use
Trust in information created by each author on social networking sites, content sharing sites and online-only information sources
Gen-narrator Amplifier Neutral
SOCIAL MEDIA HAS NOT REPLACED TRADITIONAL MEDIA
THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS
• It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation
1. You can’t put all Millennials into one box
• Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing
• Gen-narrators are intelligent, influential storytellers
2. Millennials have changed the traditional notion of influence
• Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than
simply replacing traditional for social
3. Social media has not replaced traditional media
98
WE KNOW THAT SOCIAL MEDIA USAGE IS INCREASING GLOBALLY
Source: eMarketer; American Marketing Association. *Forecast Internet users who use a social network site via any device at least once per month.
99
0.97 1.22 1.4 1.59 1.79 1.96 2.13 2.29 2.44 0.
0.5
1.
1.5
2.
2.5
3.
2010 2011 2012 2013 2014* 2015* 2016* 2017* 2018*
Nu
mb
er o
f so
cia
l ne
two
rk u
sers
w
orld
wid
e (
in b
illio
ns)
BUT TRADITIONAL MEDIA STILL PLAYS A VERY IMPORTANT ROLE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social networking Reading online news
Reading print news Watching TV
Perc
en
tag
e o
f ea
ch
au
die
nc
e
co
nsu
min
g m
ed
ia
Source: GlobalWebIndex, Global data, time spent: in social networking, reading online press, reading physical press, watching TV Q1, Q2, Q3 2014
100
ROLE OF SOCIAL MEDIA
Discovery
Communication Connecting
Facts Truth Depth
ROLE OF TRADITIONAL MEDIA
GEN-NARRATORS BUILD SOPHISTICATED ECOSYSTEMS TO ACTIVELY CONSUME CONTENT FROM MULTIPLE SOURCES
Source: HARK real-time online research community, Good Rebels, “Draw your role as a storyteller” Global, April 2015
102
SOCIAL MEDIA IS THE FIRST PLACE GEN-NARRATORS HEAR ABOUT THE NEWS
0 5 10 15 20 25 30 35 40
Social media
News blog/aggregator
News website
TV
Word of mouth
RSS feed
News app
News print
Radio
Other app
Where is the first place you hear about the news?
Source: HARK real-time online research community, Good Rebels, global, March 2015
103
BUT THEY TURN TO TRUSTED TRADITIONAL MEDIA TO VALIDATE THE FACTS
Source: Good Rebels, Crowd research panel, UK, January 2015
104
“I consider traditional media like BBC and
Guardian good sources because of the established
roots and strong brand”
“I think more professional outlets have greater reputations for fact
checking”
TRADITIONAL AND SOCIAL WORK TOGETHER, FEEDING OFF EACH OTHER
TRADITIONAL MEDIA
SOCIAL AUDIENCE SOCIAL FEED
105
Discover new content
Breaking news
Check the facts Depth and analysis
Post and share
Gain feedback
WHAT CAN MARKETERS DO ABOUT IT?
STOP FOCUSING ON THE AMPLIFIERS IF YOU WANT TO INFLUENCE DECISIONS 107
HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY 108
Meet their
Build their authority
THIRST FOR KNOWLEDGE
ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT 109
Provide a
For them to debate
SAFE AND FOCUSED SPACE
ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS 110
Give them a
That boosts their brand
REASON TO RECOMMEND
GEN-NARRATORS ARE KEEN AND EAGER TO GET INVOLVED 111
Above all they want to
To intelligent conversations
ADD VALUE AND CONTRIBUTE
THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS 112
Because they are
Your messages will spread
TRUSTED CURATORS
GEN-NARRATORS HAVE A LOT OF POWER TO HARNESS 113
They are
For the right reasons
ACTIVE AND ENERGETIC
THE FINAL WORD FROM ONE OF OUR GEN-NARRATORS…
Source: HARK real-time online research community, Good Rebels, Global, April 2015
114
Nana takes on her role online with a lot of responsibility
APPENDIX
BRAZIL: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?
Source: HARK real-time online research community, Good Rebels, Brazil, April 2015, Activity 1: Which of these online publications do you trust the most?
70% of ‘most trusted’ online sources were traditional
116
INDIA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?
Source: HARK real-time online research community, Good Rebels, India, March 2015, Activity 1: Which of these online publications do you trust the most?
80% of ‘most trusted’ online sources were traditional
117
USA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?
Source: HARK real-time online research community, Good Rebels, US, February 2015, Activity 1: Which of these online publications do you trust the most?
80% of ‘most trusted’ online sources were traditional
118
CHINA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?
Source: HARK real-time online research community, Good Rebels, China, March 2015
119
CONSIDERED ‘WELL ESTABLISHED’ TRUSTED THE MOST
EUROPE: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?
Source: HARK real-time online research community, Good Rebels, France, Spain, Netherlands, Germany, March 2015
120
NETHERLANDS SPAIN FRANCE GERMANY
TRUST
USE
RICH ASIA: GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES
Source: HARK real-time online research community, Good Rebels, Rich Asia, February 2015, Activity 1: Which of these online publications do you trust the most?
121
CONSIDERED ‘WELL ESTABLISHED’ TRUSTED THE MOST