Berchenko Yuri Digital Native
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Yuri Berchenko Industry Manager Retail at Google
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Berchenko Yuri Digital Native
- 1. EDAYS INTERNATIONAL E-COMMERCE CONFERENCE M O S C O W , J U N E 4 - 5 , 2 0 1 5 Deep dive into Digital Natives Yuri Berchenko Industry Manager, Google
- 2. Who are the Millennials? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 2 Source: gks.ru age in 2015 % of RU population in 2014 18-34 26% 35-50 21% 51-69 25% 70+ 9% Millennials Generation X Baby Boomer Silent
- 3. E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 3 Source: Flowtown Who are the Millennials?
- 4. Who are the Millennials? E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 4 Millennials are more likely to... Source: Google
- 5. E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 5 Millennials = Generation C
- 6. INTERNAL: Google Confidential and Welcome to Generation C Google Confidential and Proprietary >60% do at least one curation activity on a weekly basis >90% do at least one creation activity on a monthly basis 1 in 2 agree “The first thing I do when I wake up in the morning is check my smartphone or tablet” >66% curate or create in order to build a community Source: Google GenC study, Ipsos MediaCT
- 7. E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 7 Empowered by technology, driven by community
- 8. Millennials are Empowered by technology E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 8 Smartphone penetration by age groups in RU Smartphone penetration in selected countries
- 9. Millennials initiated Data Sharing (R)evolution E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 9 2015+ Era of Trackers 2010 Instagram and selfies 2005 Facebook
- 10. Millennials will track everything and everywhere E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 10
- 11. INTERNAL: Google Confidential and The Gen C mindset is an opportunity for brands Google Confidential and Proprietary Gen C make brands' best customers and are a powerful new force in culture and commerce. 47% agree with the statement “I wish that more companies would use YouTube videos to help me learn about their products and services” 43% agree with the statement “I search on the site for the brands I want to learn more about”. 38% agree with the statement “I would rather watch videos posted by brands on YouTube than watch TV commercials” Source: Google GenC study, Ipsos MediaCT
- 12. E D A Y S I N T E R N A T I O N A L E - C O M M E R C E C O N F E R E N C E – M O S C O W , J U N E 4 - 5 , 2 0 1 5 12 Thank you for your attention! google.com/+YuriBerchenko101 Yuri Berchenko Industry Manager yuriberchenko@google.com
Notes de l'éditeur
- Millenials is a group of people born between 1981 and 1997
- Reach YouTube is still the go-to destination for Internet users looking for video; It is a native environment for video. As a platform we are not just optimizing for views, we are building products and tools that help our viewers enjoy a longer viewing experience. We are optimizing for WATCHTIME. Other platforms, especially social platforms, have a myriad uses, and its users are, on average, less interested in watching video... esp various lengths of video formats. It’s been working. Our reach and watchtime continues to grow YOY. You can reach a massive global audience on YT and across our Google platforms. YouTube is localized in 73 countries and across 61 languages* 1B monthly visitors* Views, watch time - 9B hours monthly watchtime hours, 50% yoy growth. Our watchtime hours are up: There has been a 50% jump in the number of video hours viewed monthly from 6 billion in May 2013 to around 9 billion today. Around 300 hours of videos are uploaded per minute, triple the number from 2013. ** 40% of watchtime is on mobile devices* Videos scale across Google Display Network which serves 1 Trillion impressions every month across 2M+ websites*** ---- *Source go/ytarmory **USA TODAY article featuring Susan ***GDN Infographic
- Technology is seamlessly integrated throughout Gen C life. They live in the present tense, connecting across all screens, all the time, everywhere. 59% say the internet is their main source of entertainment and 38% turn to their phone first when they want to be entertained, with 66% spending the same amount of time or more time watching online videos compared to TV. They haven’t abandoned traditional TV viewing altogether, but they have augmented it with shares, ‘likes’, +1s, comments and retweets, all of which add to the first screen viewing experience.
- After watching a YouTube video… ⇒ 45% share videos on a social networking site ⇒ 44% search for related content on YouTube ⇒ 42% “Like” or “Dislike” video 91% of Gen C take action Gen C’s appetite for good content is an opportunity for brands: 47% agree with the statement “I wish that more companies would use YouTube videos to help me learn about their products and services” 43% agree with the statement “I search on the site for the brands I want to learn more about”. 38% agree with the statement “I would rather watch videos posted by brands on YouTube than watch TV commercials” And that is one of the most powerful (and most underused!) branding tools of digital marketing. If you know what you said to someone, you can say something to them the next time you see them that is far more relevant. And recognition (in terms of remarketing) allows you to do just that. You know who followed your brand, who bought from you, who visited your website or watched your ads and videos. And you are able to have a much more meaningful conversation with them and essentially build a relationship with them faster with less wastage. This is fundamentally different from planning reach and frequency, when you only have a probability that a given consumer had heard or seen you message a certain number of times. And what is very interesting on top of that, it’s that with digital this becomes much more affordable.