A presentation made by Caroline Baxter at the December meet-up for Brighton Social Media. Caroline's presentation discusses: * How ‘Traditional Demographics’ for campaigns are no longer relevant. * How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’ * Where we can look for demographics of the future. * What metrics we can integrate into campaigns today, to better target the behaviour of purchasers of the future.

1. NEW DEMOGRAPHICS
FOR THE SOCIAL DIGITAL
AGE
CAROLINE BAXTER

2. Who Am I?
 Business Startup Coach
 Started in Motor Trade
 Business Management & Consultancy
 Digital/Online Business
 Product Launches 2010/11
 Social Media Marketing
 Artist Manager (US)
 Sage Business Expert

3. Tonight I want to speak about;
How „Traditional Demographics‟ for campaigns are
no longer relevant.
How our peculiar assumptions of generation X must
NOT be applied to target generation „Y‟ and „Z‟
Where we can look for demographics of the future.
What metrics we can integrate into campaigns today,
to better target the behaviour of purchasers of the
future.

4. Who are Gen X Y Z?

5. What Assumptions Do We Make?
GENERATION X GENERATION Y GENERATION Z
•Individualistic •Selective about who •Avid multi-taskers
•Technical they listen to •Demand interactivity
•Flexible •Not as interested in (touch screens and
•Work/life balance TV connectivity to many
•Creative •Need to stumble onto things)
•Low key your message; •Expect things NOW
•Innovative •Traditional marketing •“This isn‟t connected
•Flexible less effective to the Internet, huh?”
•Low cost, good •Thrill Seekers
•Independent and
quality, value seekers •Social, collaborative
adaptable
•Less loyal to Brands •Not brand loyal
•Loyal to Brands

6. Generation X ,Y, Z
 69% Of Gen X & Y Parents are „Friends‟ with their
children on social media platforms
 They share their likes & interests
 They are shaping and influencing their childrens tastes
 Generation Y & Z consider email passé
 Some international universities have stopped
distributing email addresses
 We are moving into the age of touch
 This not only dictates how we advertise, but where,
when & to who
 The thought process behind campaigns just got a whole
lot longer....

7. So Are Traditional Categories
Relavent?
I I Me
& Me Too! My Pets
Coldplay Me Too!
Is This
Age,
Income,
Ethnicity
Based? Are We Relevant?

8. Changing Face Of Announcement...

9. Pinterest Casts Out Gen X Stats
Pinterest hasn’t even chosen
its business model. How will it
make money?
Their data and
analytics on
females
could be
worth billions

10. Social Media + Clickstream
 We can now Monitor clickstream by interests
 Companies are gathering this data – results need to
be made readily available
 Communities are being built around shared tastes
& interests
 Brands and companies need to be targeting
„Communities‟ not stereo types
 Delivering only what is relevant to the end user
 Targeting consumers when & where they browse

11. All About Choice
 Do we really study online communites?
 Consumers look for entertainment and play
 Social media give users a choice – they can turn on/off
 In the age of free media, should we not be targeting our
ads towards the new demographics that platforms
provide?
 Search results in Google provide „Personal Web‟ results
 Spotify - What music do we like?
 Touch – What tablet do we use?
 Messaging – what channels to we communicate on?

12. Interest Based Influence
 50% of the world is under 30
 1 in 5 couples met online
 3 in 5 gay couples met online
WHAT DO YOU THINK AFFECTS THEIR
CHOICE IN A PARTNER???

13. Influencing Decisions

14. Seek Collective Interests For Ads

15. One Last Statistic
I recently saw a 2013 Prediction
Based On Current Figures...
Social Gamers Will purchase $6 billion in virtual goods
Moviegoers Will purchase only $2.5 billion in real goods
Are Traditional Demographics
Still Targeted?

16. THANK YOU
NEW DEMOGRAPHICS
FOR THE SOCIAL
DIGITAL AGE
CAROLINE BAXTER