Gen-narrators in the UK

The Millennials telling a very different story about their generation

INTRODUCING THE GEN-NARRATORS

MILLENNIALS IN 2015

“Millennials will be the largest generation in the workforce in 2015 This is the year Millennials claim their place in the global economy”

Fast Company

December 2014

2

MILLENNIALS MAKE UP ALMOST A QUARTER OF THE TOTAL UK POPULATION

Gen Z 21%

Millennials 22%

Gen X 22%

Baby Boomers 23%

Silent Generation

12%

Total UK population (2013)

SOURCE:

Source: Office for National Statistics, Population Estimates for UK, England and Wales, Scotland and Northern Ireland, Mid-2013

3

MILLENNIALS 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

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By 2017 Millennials will have the

Of any generation

MOST SPENDING POWER

MILLENNIALS RELY ON RECOMMENDATIONS FOR THEIR PURCHASE DECISIONS

Source: Talking to Strangers: Millennials Trust People over Brands, Bazaarvoice, 2012. Image: Clarissa Rossarola, Flickr Creative Commons

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84% Millennials say

Is the primary purchase influencer

WORD OF MOUTH

BUT LET’S TALK ABOUT THE PROBLEM WITH MILLENNIALS

MILLENNIALS ARE LAZY

MILLENNIALS ARE NARCISSISTIC

MILLENNIALS ARE ENTITLED

MILLENNIALS ARE APATHETIC

BUT THE REAL PROBLEM WITH MILLENNIALS?

WE CAN’T GENERALISE A WHOLE GENERATION (1980 – 2000)

WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS 13

WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC (NOT DEMOGRAPHIC) 14

METHODOLOGY

We started off with a large-scale quantitative research study. We surveyed 22,540 UK internet users to find out how

This produced some very interesting findings to show us what our sub segment of Millennials do differently to other Millennials – or other generations. But it didn’t tell us why.

In order to find out why, we recruited a select panel of 32 influential Millennials to let us into their lives and uncover the reasons behind their behaviour and media consumption.

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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)

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WE CALL THESE INFLUENTIAL MILLENNIALS THE GEN-NARRATORS 17

They tell a very

About their generation

DIFFERENT STORY

GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES

Source: GlobalWebIndex, UK data, audience profiling, Q1, Q2, Q3 2014

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1%

19%

80%

AMPLIFIERS

GEN-NARRATORS FOLLOWERS

GEN-NARRATORS ARE NOT LAZY 19

GEN-NARRATORS ARE NOT NARCISSISTIC 20

GEN-NARRATORS ARE NOT ENTITLED 21

GEN-NARRATORS ARE NOT APATHETIC 22

NOT ONLY DO THEY CONSUME MORE NEWS MEDIA ONLINE

Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014

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77% 66% 55% 44% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Gen-narrators Millennials Generation X Baby Boomers

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30% OF GEN-NARRATORS SPEND OVER AN HOUR A DAY READING ONLINE NEWS MEDIA

Source: GlobalWebIndex, UK data, time spent reading online print/press, Q1, Q2, Q3 2014

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Baby Boomers

Generation X

Millennials

Gen-narrators

Do not use Less than 1 hour 1-3 hours 3-6 hours More than 6 hours

THEY EVEN CONSUME MORE PHYSICAL (PRINT) MEDIA

Source: GlobalWebIndex, UK data, time spent reading physical press, Q1, Q2, Q3 2014

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77% 67% 61% 60% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Perc

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WE FOUND A DIRECT CORRELATION BETWEEN ONLINE MEDIA CONSUMPTION AND BRAND ENGAGEMENT

30

40

50

60

70

80

90

100

30 40 50 60 70 80 90 100

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Percentage who regularly consume online print/press

Source: GlobalWebIndex, UK data, time spent reading online print/press & brand activation, Q1– Q3 2014

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Gen-narrators

Millennials

Gen X

Boomers

GEN-NARRATORS ARE MUCH MORE LIKELY TO LEAVE REVIEWS

Source: GlobalWebIndex, UK data, Brand activation, Interactions in past month, Left feedback/review on brand website, Q1, Q2, Q3 2014

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19% 9% 10% 11% 0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%


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GEN-NARRATORS REGULARLY TALK TO THEIR FRIENDS ABOUT NEW BRANDS AND PRODUCTS

Source: GlobalWebIndex, UK data, self perceptions – agree that ‘I regularly inform friends and family on new products/services’, Q1, Q2, Q3 2014

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64% 54% 46% 32% 0%

10%

20%

30%

40%

50%

60%

70%


Perc

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WE IDENTIFIED 7 STANDOUT TRAITS OF GEN-NARRATORS 29

1. GEN-NARRATORS ARE FACT FINDERS

GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES

Source: Good Rebels Crowd research panel, UK, Activity 1: Which of these online publications do you trust the most?, January 2015

90% of ‘most trusted’ online sources were traditional

WHO DO YOU TRUST TO GIVE YOU THE FACTS?

Source: Good Rebels Crowd research panel, UK, January 2015

32

“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”

CASE STUDY: CHARLIE HEBDO ATTACKS

Source: Good Rebels Crowd research panel, UK, Forum discussion, January 2015

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“I saw a few videos pop up on

Facebook, however I did

turn to the TV for more info”

2. GEN-NARRATORS ARE CULTURAL DJS

GEN-NARRATORS REALLY VALUE THE INTERNET FOR SHARING CONTENT

Source: GlobalWebIndex, UK data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014

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36% 23% 15% 6% 0%

5%

10%

15%

20%

25%

30%

35%

40%


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“THE CURATING POT” BY ANNA

Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015

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3. GEN-NARRATORS ARE PLATFORM JUGGLERS

2014 SAW A 30% INCREASE IN AGGREGATOR USE AMONGST GEN-NARRATORS

Source: GlobalWebIndex, UK data, internet activities online, have used aggregator in last month, Q1 2014 – Q4 2014

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0%

5%

10%

15%

20%

25%

30%

35%

40%

Q1 2014 Q2 2014 Q3 2014 Q4 2014

Re

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“ANY DEVICE, ANY APP, ANYWHERE” BY TOBY


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SOCIAL MEDIA

Discovery Communication Connecting

Facts Truth Depth

TRADITIONAL MEDIA

4. GEN-NARRATORS ARE PERSONAL BRAND MANAGERS

GEN-NARRATORS ARE MORE LIKELY TO WANT TO STAND OUT IN A CROWD

Source: GlobalWebIndex, UK data, attitudes and lifestyle, self perceptions, Q1– Q3 2014

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49% 37% 25% 8% 0%

10%

20%

30%

40%

50%

60%


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“THE IRON THRONE” BY SAM


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5. GEN-NARRATORS ARE DELIBERATE DEBATERS

GEN-NARRATORS HIGHLY VALUE THE INTERNET FOR CHANGING OTHER PEOPLE’S OPINIONS

Source: GlobalWebIndex, UK data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014

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67% 53% 39% 22% 0%

10%

20%

30%

40%

50%

60%

70%


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WHO DO YOU TRUST TO GIVE YOU THE FACTS?

Source: Good Rebels Crowd research panel, UK, Forums, January 2015

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“I don't like to get involved with internet trolls as they are

just a waste of time and energy but I have had some of the most stimulating and

intellectual debates with 'strangers' online.”

“I am particularly passionate about the internet, I believe it to be an

immensely powerful tool that can be used to radically change societies on a global level.”

6. GEN-NARRATORS ARE AUTHENTIC INFLUENCERS

GEN-NARRATORS LOVE TO POST THEIR OPINIONS ABOUT PRODUCTS

Source: GlobalWebIndex, UK data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014

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90% 62% 49% 38% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


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HOW DO YOU INFLUENCE?

Source: Good Rebels Crowd research panel, UK, Forums, January 2015

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“(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.”

7. GEN-NARRATORS ARE INTELLIGENT ADVOCATES

GEN-NARRATORS ARE MORE LIKELY TO ADVOCATE A BRAND SIMPLY FOR THE LOVE OF IT (FOR FREE)

Source: GlobalWebIndex, UK data, Marketing implications, Brand activation, ‘What would most motivate you to promote your favourite brand online?’, Q1, Q2, Q3 2014

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43% 33% 27% 22% 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


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EVELYN’S ECO BEAUTY BLOG


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[PLACEHOLDER FOR GLOBAL OVERVIEW]

What’s unique about UK Gen-narrators? How do they differ globally?

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WHAT DOES THIS ALL MEAN? WHAT CAN YOU DO ABOUT IT?

GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES


55

1%

19%

80%

AMPLIFIERS


THERE ARE DIFFERENT INFLUENCE LEVELS AMONGST MILLENNIALS 56

•  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

AMPLIFIERS ARE THE CELEBRITY INFLUENCERS. THEY SHOUT LOUDER.


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1%

19%

80%

AMPLIFIERS


GENERATORS ARE THE AUTHORITIES. THEY CUT DEEPER.


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1%

19%

80%

AMPLIFIERS


AMPLIFIERS

Reach Popularity Virality Short-term Blast

Depth Credibility Authenticity Long-term Knowledge

GEN-NARRATORS

HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY 60

Meet their

Build their authority

THIRST FOR KNOWLEDGE

ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT 61

Provide a

For them to debate

SAFE AND FOCUSED SPACE

ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS 62

Give them a

That boosts their brand

REASON TO RECOMMEND

GEN-NARRATORS ARE KEEN AND EAGER TO GET INVOLVED 63

Above all they want to

To intelligent conversations

ADD VALUE AND CONTRIBUTE

THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS 64

Because they are

Your messages will spread

TRUSTED CURATORS

GEN-NARRATORS HAVE A LOT OF POWER TO HARNESS 65

They are

For the right reasons

ACTIVE AND ENERGETIC