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Bauer Knowledge: The Millennials Chapter
Bauer Knowledge: The Millennials Chapter
01 02 03 04
Introduction Step into their
world
ImplicationsUnderstanding
the segments
More than one in
four UK adults are
Millennials
Facing a storm of
challenges
(housing ladder, youth
unemployment,
FOMO)
Source: 2011 Census, ONS/Mintel. Lightspeed GMI/Mintel, Clickstream
WHY MILLENNIALS
Continues to be a
highly valued
audience
Audience growing to
17m in 2019
THE MILLENNIAL JOURNEY WE’VE BEEN ON…
OUR GOAL: To provide an unparalleled, in-depth
analysis of current Millennial behaviours and the
implications for brands
STAGE 1
Kick-off with
Bauer’s Millennials
STAGE 2
Segmenting
the audience
attitudinally
STAGE 3
The Hub:
Millennial
Community
STAGE 4
Sizing community
behaviours
AN ARRAY OF INNOVATIVE TASKS…
Reviews
Design tasks
Citizen
journalism
Create-your-
own hierarchy
of needs
Love letters
Video
diaries
Social
stream
Co-creation
3,000+ Millennials 50+ Tasks 1,000s of posts
01 02 03 04
Introduction Step into their
world
ImplicationsUnderstanding
the segments
To understand Millennials,
we first need to understand
their world – the
generational backdrop that
influences how they think,
feel, interact and progress…
DIGITAL WORLD
TWO CORE PRESSURES ARE IMPACTING
MONEY IS TIGHT
GOOD JOBS ARE HARD TO GET
• Millennials need to think differently to progress
• 67%- ‘Harder than ever to find a desirable job’
• 42%- ‘Struggle with their finances’
POST RECESSION ECONOMY
‘ALWAYS ON’ CULTURE
FOMO
• Living their lives online means self esteem is
pressured and exposed
• 56%- ‘I’m constantly checking social media to
make sure I’m up-to-date’
• BUT 42% feel like ‘they are constantly bombarded
by updates from friends, news’
MAKES WORK/LIFE BALANCE HARDER THAN EVER
• Seek meaningful experiences in both work and ‘life’, but some
struggle to achieve the balance they want
• Career is a significant challenge post-recession
• Constant connectivity makes work/life boundaries hard to
maintain
• 1 in 3 media stack ‘to keep up with job/work’
“Young people have a lot of things which demand our attention,
so getting the balance right is hard”
Zoe, 20, 4Music
01 02 03
RESILIENCE AND FLEXIBILITY ON THE RISE
INNOVATION
Desire to innovate and work for
companies that reflect this in their
working culture
ENTREPRENEURIALISM
High respect for self-made success,
‘hacker’ mindset – look for
unexpected routes to success
RESOURCEFULNESS
Inventive, smart and hungry, seeking
real-life experiences that make the
most of their limited means
Millennials have responded to the pressures they’re under by adopting an innovative
mindset and a sensible, functional approach to life
“Youth today are one of the most active and creative [generations] – constantly finding things –
secret cinemas, ginger lines, festivals, music, food…”
Martin, 27, Kerrang!
Shallow/general knowledge helps them keep
up and fit in
MILLENNIALS ARE EXPERT KNOWLEDGE GATHERERS
Immersion in digital leads to two types of knowledge as currency
“TV has become integral to Saturday nights - everyone is
always talking about that one show whether it be The Voice or
BGT. You feel as if you’re missing out if you don’t watch it”
Zoe, 20, 4Music
Deep/niche knowledge helps them progress,
stand out and bond with kindred spirits
“I want to read about stuff I don’t know about. New
perspectives from the collective norm. Excite me, motivate
me, educate me and entertain me”
Jamie, 34, FHM
EXPERIENCE: THE NEW STATUS SYMBOL
• Unique, fleeting and personal, the experience is Millennials’
ultimate bespoke status symbol
• 74% agree ‘I enjoy the shared experience of events’
• 77% agree ‘I love having new and original experiences’
“Owning something
hasn’t got the social points
it used to – ‘I got the new iMac first’
these days gets trumped by ‘I went to
see Beyoncé last night’”
Martin, 27, Kerrang!
“Experiences mean you
have more to talk about – for example, I
taught English in Sri Lanka during
my gap year – I can say a lot more
about that than a skirt I bought”
Amy, 28, KISS
SHARING DRIVES PROLIFERATION
SHARE
Showcase what you’ve done
or learnt via social media
VIEW
Seeing what others are
doing inspires/urges the
observer to learn/do more
71% agree ‘I’d rather tell
people about something I’ve done
than something I’ve got’
LEARN/DO
Glean a great snippet of info
or do something original
Positive
feedback
loop
“I do enjoy buying things and
experiencing things, but I share
experiences more. The ability to share
experiences seems to be what is driving
them more than ever before”
Antony S, 28, FHM
LOVE & HATE RIFTS WITH MEDIA BRANDS
While Millennials love media brands and rely on them throughout the day, they hate the sense of
compulsion that can creep in
Dear MailOnline…I love you
but most of all I HATE you
because I can’t stop visiting
you. You’re like picking a scab.
I know I shouldn’t but I can’t
help myself
GillianW, 24, Grazia
Facebook, you callous
minx…you take the feeling out of
conversation and make it cold
and emotionless, but I can’t hate
you…Many of these people I
wouldn’t even be able to stay in
contact with but you make that
possible, so thank you
Ivan, 16, Kerrang!
01 03 04
Introduction Step into their
world
ImplicationsUnderstanding
the segments
02
SEGMENTING 15.8M UK MILLENNIALS
17%
11%
28%
12%
32%
The
Contented
The
Influencers
The
Adopters
The
Apprentices
The
Entertained
1. BACKGROUND RESEARCH &
WORKSHOP
Defined what’s important to Millennials
(Entertainment, Information, First to
Know, Trends, Respect, Style, Stand
Out, Brands, Progress)
2. FIND STATEMENTS
MATCHING MILLENNIAL NEEDS
TGI Clickstream segmentation across
consumers aged 16-34
3. RAN SEGMENTATION
To drive robust understanding of the
diverse Millennial audience
UNEARTHING THE SEGMENTS
THE APPRENTICES
Focused on self progression rather
than keeping up with trends
1.8m
• Younger
• More likely to
live in London
THE INFLUENCERS
Have their voice and like it to
be heard – especially online
1.7m
• High media
usage
• More likely to be
male
THE ENTERTAINED
Personal relationships are key, look to
media brands primarily to entertain
5.0m
• Older & more
likely to have
children
• More likely to be
ABC1
THE ADOPTERS
Peer respect is key; use knowledge
& appearance to stand out
4.5m
• High media
usage
• More likely to be
ABC1
THE CONTENTED
Satisfied with life and don’t chase the
latest trends
2.7m
• Older & more
likely to have
children
• More rural living
MEET THE SEGMENTS
UNDERSTANDING UNDERLYING MOTIVATIONS
THEORY
• In 1943 Maslow stated
that people are motivated
to achieve certain needs.
• When one need is fulfilled
a person seeks to fulfil the
next
• This five stage model can
be divided into basic (or
deficiency) needs (e.g.
physiological, safety, love,
and esteem) and growth
needs (self-actualization).
MILLENNIALS’
TASK
• We asked our Millennial
community to highlight all
things that are important
to them by using
Maslow’s framework….
• We then looked at the
differences by segment
PHYSIOLOGICAL NEEDS (5)
Food, water, sleep
SAFETY (4)
Home sweet home
LOVE & BELONGING (3)
Achieving deeper, more
meaningful relationships
ESTEEM (2)
You’ve acquired the skills that
lead to honour & recognition
SELF ACTUALISATION (1)
You’re living to
your highest potential
KEYLEVEL
Living life to the
max! Career
based on a
personal passion
Being financially
secure
Having (only)
good friends
Being an
advice giver
Peer respect
via good
career and
looking good
KEYLEVEL
Smartphone/laptop!
Need access to friends
and info at all times
THE INFLUENCERS
KEYLEVEL
Sometimes compromise
the basics (food, sleep)
for other steps on the
pyramid (friends, work)
Accommodation, job
Best friends –
support network
and sounding
board
Validation and
reassurance of
worth and skills
Strong desire to
achieve, but
wary of failure
KEYLEVEL
Support &
inspiration from
family and friends
Being happy in
themselves
Want to feel
they’re striving
and achieving
Being healthy is good
for happiness
Home – cherish
having a solid base
MOTIVATIONS DRIVING SEGMENTS
Meaningful
relationships
with family and
friends
Strive to be
the best they
can, high self
esteem
Want a job
they love
Sleep is great but
sometimes they don’t
get enough
Knowing your family
are safe and well
KEYLEVEL
Settled and
started/looking to
start a family
Esteem
highest when
in their
comfort zone
Not driven to
seek the next
career
challenge
Healthy food and lots
of water
Home is a safe haven,
important for familiarity &
decompression
THE ADOPTERS THE APPRENTICES THE ENTERTAINED THE CONTENTED
KEYLEVEL
THE INFLUENCERS
INTRODUCING THE INFLUENCERS
HIGHEST MEDIA
CONSUMPTION
Average 66 hours
per week
Exhibit the widest
range of media
behaviours
CREATIVE AND
INFLUENTIAL
Highly active online
Like their voice to be
heard
Follow trends heavily
KEY
DRIVERS:
Self expression
Pursuing passions
NEW SOCIAL CHANNELS FULFIL CREATIVE NEEDS
Some platforms are standard
and everyone’s on them…
But The Influencers love creative
and transitory platforms too – 70%
agree ‘I consider myself to be a
creative person’
Index
133
Index
180
Index
132
The Influencers’ confidence and affinity with
social media help make them highly
influential amongst their peers
We Heart It. It's like Pinterest but more addictive! It's
really creative and is inspirational
ZoeD, 20, 4Music
Instagram – because it’s so easy to edit a picture,
upload it and automatically share it
Lex, 28, Grazia
Bauer Knowledge: The Millennials Chapter
THE ADOPTERS
INTRODUCING THE ADOPTERS
SOCIAL MEDIA
PROS
Above average
media consumption
of 65 hours per week
Particularly prolific
on social media
SEEK VALIDATION
& RESPECT
Seek knowledge that
sets them apart
Use their
appearance and
style to stand out
KEY
DRIVERS:
Social image
Self esteem
CAREFUL CRAFTING OF THEIR ONLINE PERSONAS
All segments are hyper aware of their online presence but The Adopters in particular take great care to
fine tune their online personas
FILTER THEIR SOCIAL MEDIA POSTS
• Avoid being seen as unfunny, boring, annoying
• Leave positive digital footprint
PREFER POSTING PICTURES TO TEXT
• Text is much harder to get right
SEEK POSITIVE FEEDBACK ONLINE
• Getting a positive comment is an ego boost
• Getting no reaction demands remedial action
Bauer Knowledge: The Millennials Chapter
THE APPRENTICES
INTRODUCING THE APPRENTICES
MAKING BIG LIFE
CHANGES
Inward focus
Concentrating more
on reaching their
goals and less on
following trends
ALL ABOUT
ONLINE
Used socially
Also a crucial tool in
helping them reach
their goals
KEY
DRIVERS:
Self progression
Pursuing passions
Social media
Self-progression
Social currency
Entertainment
Utility
Time waster
Impact on real world
relationships
Self-absorbed
Screen fatigue
ONLINE MOST USED BUT DOUBLE EDGED
PROS CONS
Bauer Knowledge: The Millennials Chapter
THE ENTERTAINED
INTRODUCING THE ENTERTAINED
MEDIA NEEDS TO
COMPETE FOR
THEIR TIME
Busy lives leave less
time for media
Consume 63 hours
per week on average
WANT TO BE
ENTERTAINED
Entertaining content
prioritised over news
Celebrity and real-
life content are key
KEY
DRIVERS:
Entertainment
Community
MEDIA USED PRIMARILY FOR ENTERTAINMENT
USE RADIO AS A MOOD CHANGER
• Watch live to avoid spoilers
• View ‘socially’
EVENT TV HAS A BIG ENTERTAINMENT
FACTOR
• Used to give them energy and motivation
when they need it
“Watching programmes live is important to me
because I like to be up to date with them at the
same time as everyone else – spoilers are a
nightmare as well”
Beth 17, Kerrang!
“I sometimes use radio to pick me up – my mood
can come up or go down depending on what I’m
listening to”
Simon 27, FHM
Bauer Knowledge: The Millennials Chapter
THE CONTENTED
INTRODUCING THE CONTENTED
HAPPY WITH THEIR
LIVES AS THEY
ARE
Not pushing
themselves too hard
in their careers
Don’t feel the need to
keep up with trends
BIG USERS OF ON
DEMAND
Love creating their
own TV schedules
Pick and choose
their trusted
favourites
KEY
DRIVERS:
Functionality
Entertainment
APPRECIATE CURRENT STANDING
LESS LIKELY TO EMBRACE PROGRESSION
OR CHANGE
• 82% agree ‘My family is more important to me
than my career’
• 68% agree ‘How I spend my time is more
important than the money I make’
VALUE TIME SPENT WITH LOVED ONES
OVER MONEY/CAREER
“I dislike change – it makes me feel very uneasy”
TabithaP, 19, Kerrang!
“For work – I don’t use my intellect or education as
much as I should”
Lewis, 32, FHM
Bauer Knowledge: The Millennials Chapter
01 04
Introduction Step into their
world
ImplicationsUnderstanding
the segments
02 03
COMMUNICATING TO THE SEGMENTS
THE
INFLUENCERS
THE
ADOPTERS
THE
APPRENTICES
THE
ENTERTAINED
THE
CONTENTED
• Actively engage with advertising
• Want to hear about the most exciting new products/brands
• Highly open to ads/sponsorship
• Want to feel/demonstrate they’re informed
• Receptive to ads/comms on their terms
• Seek humour and reject comms that disturb their
experience/mood
• Quick to switch off from advertising
• Seek unadorned facts
• Fairly receptive to brands
• Seek either high value for money or aspiration
NEEDS ARE NUANCED BY SEGMENT
Shallow knowledge
GIVE MILLENNIALS WHAT THEY WANT…
Deep knowledge
Original experiences
Entertainment
Control
HELP THEM MAKE THE MOST OUT OF IT…
Access
Shareability
Usability
CLEAR PURPOSE – STAND FOR SOMETHING
All
Inf Ado App
All
All
All
Inf Ado
Inf Con
Ent Con
Ent
BAUER REACH BY SEGMENT
Reach:
1.1m
THE
INFLUENCERS
Reach:
2.7m
THE
ADOPTERS
Reach:
1.0m
THE
APPRENTICES
Reach:
2.7m
THE
ENTERTAINED
Reach:
1.4m
THE
CONTENTED
Reach:
9.0m
TOTAL
57%
64%
60%
56% 54% 52%
CORE CONCLUSIONS & BRAND IMPLICATIONS
INSIGHT BRAND IMPLICATIONS
They are expert knowledge gatherers In the know is imperative
WHEREVER, WHENEVER
Experience is their new status symbol
Help empower
TO DO, FEEL AND SHARE
Millennials’ hyper-connected world is
pressure-packed
Relief is demanded
ENTERTAIN & INSPIRE
Bauer Knowledge: The Millennials Chapter

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Bauer Knowledge: The Millennials Chapter

  • 3. 01 02 03 04 Introduction Step into their world ImplicationsUnderstanding the segments
  • 4. More than one in four UK adults are Millennials Facing a storm of challenges (housing ladder, youth unemployment, FOMO) Source: 2011 Census, ONS/Mintel. Lightspeed GMI/Mintel, Clickstream WHY MILLENNIALS Continues to be a highly valued audience Audience growing to 17m in 2019
  • 5. THE MILLENNIAL JOURNEY WE’VE BEEN ON… OUR GOAL: To provide an unparalleled, in-depth analysis of current Millennial behaviours and the implications for brands STAGE 1 Kick-off with Bauer’s Millennials STAGE 2 Segmenting the audience attitudinally STAGE 3 The Hub: Millennial Community STAGE 4 Sizing community behaviours
  • 6. AN ARRAY OF INNOVATIVE TASKS… Reviews Design tasks Citizen journalism Create-your- own hierarchy of needs Love letters Video diaries Social stream Co-creation 3,000+ Millennials 50+ Tasks 1,000s of posts
  • 7. 01 02 03 04 Introduction Step into their world ImplicationsUnderstanding the segments
  • 8. To understand Millennials, we first need to understand their world – the generational backdrop that influences how they think, feel, interact and progress…
  • 9. DIGITAL WORLD TWO CORE PRESSURES ARE IMPACTING MONEY IS TIGHT GOOD JOBS ARE HARD TO GET • Millennials need to think differently to progress • 67%- ‘Harder than ever to find a desirable job’ • 42%- ‘Struggle with their finances’ POST RECESSION ECONOMY ‘ALWAYS ON’ CULTURE FOMO • Living their lives online means self esteem is pressured and exposed • 56%- ‘I’m constantly checking social media to make sure I’m up-to-date’ • BUT 42% feel like ‘they are constantly bombarded by updates from friends, news’
  • 10. MAKES WORK/LIFE BALANCE HARDER THAN EVER • Seek meaningful experiences in both work and ‘life’, but some struggle to achieve the balance they want • Career is a significant challenge post-recession • Constant connectivity makes work/life boundaries hard to maintain • 1 in 3 media stack ‘to keep up with job/work’ “Young people have a lot of things which demand our attention, so getting the balance right is hard” Zoe, 20, 4Music
  • 11. 01 02 03 RESILIENCE AND FLEXIBILITY ON THE RISE INNOVATION Desire to innovate and work for companies that reflect this in their working culture ENTREPRENEURIALISM High respect for self-made success, ‘hacker’ mindset – look for unexpected routes to success RESOURCEFULNESS Inventive, smart and hungry, seeking real-life experiences that make the most of their limited means Millennials have responded to the pressures they’re under by adopting an innovative mindset and a sensible, functional approach to life “Youth today are one of the most active and creative [generations] – constantly finding things – secret cinemas, ginger lines, festivals, music, food…” Martin, 27, Kerrang!
  • 12. Shallow/general knowledge helps them keep up and fit in MILLENNIALS ARE EXPERT KNOWLEDGE GATHERERS Immersion in digital leads to two types of knowledge as currency “TV has become integral to Saturday nights - everyone is always talking about that one show whether it be The Voice or BGT. You feel as if you’re missing out if you don’t watch it” Zoe, 20, 4Music Deep/niche knowledge helps them progress, stand out and bond with kindred spirits “I want to read about stuff I don’t know about. New perspectives from the collective norm. Excite me, motivate me, educate me and entertain me” Jamie, 34, FHM
  • 13. EXPERIENCE: THE NEW STATUS SYMBOL • Unique, fleeting and personal, the experience is Millennials’ ultimate bespoke status symbol • 74% agree ‘I enjoy the shared experience of events’ • 77% agree ‘I love having new and original experiences’ “Owning something hasn’t got the social points it used to – ‘I got the new iMac first’ these days gets trumped by ‘I went to see Beyoncé last night’” Martin, 27, Kerrang! “Experiences mean you have more to talk about – for example, I taught English in Sri Lanka during my gap year – I can say a lot more about that than a skirt I bought” Amy, 28, KISS
  • 14. SHARING DRIVES PROLIFERATION SHARE Showcase what you’ve done or learnt via social media VIEW Seeing what others are doing inspires/urges the observer to learn/do more 71% agree ‘I’d rather tell people about something I’ve done than something I’ve got’ LEARN/DO Glean a great snippet of info or do something original Positive feedback loop “I do enjoy buying things and experiencing things, but I share experiences more. The ability to share experiences seems to be what is driving them more than ever before” Antony S, 28, FHM
  • 15. LOVE & HATE RIFTS WITH MEDIA BRANDS While Millennials love media brands and rely on them throughout the day, they hate the sense of compulsion that can creep in Dear MailOnline…I love you but most of all I HATE you because I can’t stop visiting you. You’re like picking a scab. I know I shouldn’t but I can’t help myself GillianW, 24, Grazia Facebook, you callous minx…you take the feeling out of conversation and make it cold and emotionless, but I can’t hate you…Many of these people I wouldn’t even be able to stay in contact with but you make that possible, so thank you Ivan, 16, Kerrang!
  • 16. 01 03 04 Introduction Step into their world ImplicationsUnderstanding the segments 02
  • 17. SEGMENTING 15.8M UK MILLENNIALS 17% 11% 28% 12% 32% The Contented The Influencers The Adopters The Apprentices The Entertained 1. BACKGROUND RESEARCH & WORKSHOP Defined what’s important to Millennials (Entertainment, Information, First to Know, Trends, Respect, Style, Stand Out, Brands, Progress) 2. FIND STATEMENTS MATCHING MILLENNIAL NEEDS TGI Clickstream segmentation across consumers aged 16-34 3. RAN SEGMENTATION To drive robust understanding of the diverse Millennial audience
  • 18. UNEARTHING THE SEGMENTS THE APPRENTICES Focused on self progression rather than keeping up with trends 1.8m • Younger • More likely to live in London THE INFLUENCERS Have their voice and like it to be heard – especially online 1.7m • High media usage • More likely to be male THE ENTERTAINED Personal relationships are key, look to media brands primarily to entertain 5.0m • Older & more likely to have children • More likely to be ABC1 THE ADOPTERS Peer respect is key; use knowledge & appearance to stand out 4.5m • High media usage • More likely to be ABC1 THE CONTENTED Satisfied with life and don’t chase the latest trends 2.7m • Older & more likely to have children • More rural living
  • 20. UNDERSTANDING UNDERLYING MOTIVATIONS THEORY • In 1943 Maslow stated that people are motivated to achieve certain needs. • When one need is fulfilled a person seeks to fulfil the next • This five stage model can be divided into basic (or deficiency) needs (e.g. physiological, safety, love, and esteem) and growth needs (self-actualization). MILLENNIALS’ TASK • We asked our Millennial community to highlight all things that are important to them by using Maslow’s framework…. • We then looked at the differences by segment PHYSIOLOGICAL NEEDS (5) Food, water, sleep SAFETY (4) Home sweet home LOVE & BELONGING (3) Achieving deeper, more meaningful relationships ESTEEM (2) You’ve acquired the skills that lead to honour & recognition SELF ACTUALISATION (1) You’re living to your highest potential
  • 21. KEYLEVEL Living life to the max! Career based on a personal passion Being financially secure Having (only) good friends Being an advice giver Peer respect via good career and looking good KEYLEVEL Smartphone/laptop! Need access to friends and info at all times THE INFLUENCERS KEYLEVEL Sometimes compromise the basics (food, sleep) for other steps on the pyramid (friends, work) Accommodation, job Best friends – support network and sounding board Validation and reassurance of worth and skills Strong desire to achieve, but wary of failure KEYLEVEL Support & inspiration from family and friends Being happy in themselves Want to feel they’re striving and achieving Being healthy is good for happiness Home – cherish having a solid base MOTIVATIONS DRIVING SEGMENTS Meaningful relationships with family and friends Strive to be the best they can, high self esteem Want a job they love Sleep is great but sometimes they don’t get enough Knowing your family are safe and well KEYLEVEL Settled and started/looking to start a family Esteem highest when in their comfort zone Not driven to seek the next career challenge Healthy food and lots of water Home is a safe haven, important for familiarity & decompression THE ADOPTERS THE APPRENTICES THE ENTERTAINED THE CONTENTED KEYLEVEL
  • 23. INTRODUCING THE INFLUENCERS HIGHEST MEDIA CONSUMPTION Average 66 hours per week Exhibit the widest range of media behaviours CREATIVE AND INFLUENTIAL Highly active online Like their voice to be heard Follow trends heavily KEY DRIVERS: Self expression Pursuing passions
  • 24. NEW SOCIAL CHANNELS FULFIL CREATIVE NEEDS Some platforms are standard and everyone’s on them… But The Influencers love creative and transitory platforms too – 70% agree ‘I consider myself to be a creative person’ Index 133 Index 180 Index 132 The Influencers’ confidence and affinity with social media help make them highly influential amongst their peers We Heart It. It's like Pinterest but more addictive! It's really creative and is inspirational ZoeD, 20, 4Music Instagram – because it’s so easy to edit a picture, upload it and automatically share it Lex, 28, Grazia
  • 27. INTRODUCING THE ADOPTERS SOCIAL MEDIA PROS Above average media consumption of 65 hours per week Particularly prolific on social media SEEK VALIDATION & RESPECT Seek knowledge that sets them apart Use their appearance and style to stand out KEY DRIVERS: Social image Self esteem
  • 28. CAREFUL CRAFTING OF THEIR ONLINE PERSONAS All segments are hyper aware of their online presence but The Adopters in particular take great care to fine tune their online personas FILTER THEIR SOCIAL MEDIA POSTS • Avoid being seen as unfunny, boring, annoying • Leave positive digital footprint PREFER POSTING PICTURES TO TEXT • Text is much harder to get right SEEK POSITIVE FEEDBACK ONLINE • Getting a positive comment is an ego boost • Getting no reaction demands remedial action
  • 31. INTRODUCING THE APPRENTICES MAKING BIG LIFE CHANGES Inward focus Concentrating more on reaching their goals and less on following trends ALL ABOUT ONLINE Used socially Also a crucial tool in helping them reach their goals KEY DRIVERS: Self progression Pursuing passions
  • 32. Social media Self-progression Social currency Entertainment Utility Time waster Impact on real world relationships Self-absorbed Screen fatigue ONLINE MOST USED BUT DOUBLE EDGED PROS CONS
  • 35. INTRODUCING THE ENTERTAINED MEDIA NEEDS TO COMPETE FOR THEIR TIME Busy lives leave less time for media Consume 63 hours per week on average WANT TO BE ENTERTAINED Entertaining content prioritised over news Celebrity and real- life content are key KEY DRIVERS: Entertainment Community
  • 36. MEDIA USED PRIMARILY FOR ENTERTAINMENT USE RADIO AS A MOOD CHANGER • Watch live to avoid spoilers • View ‘socially’ EVENT TV HAS A BIG ENTERTAINMENT FACTOR • Used to give them energy and motivation when they need it “Watching programmes live is important to me because I like to be up to date with them at the same time as everyone else – spoilers are a nightmare as well” Beth 17, Kerrang! “I sometimes use radio to pick me up – my mood can come up or go down depending on what I’m listening to” Simon 27, FHM
  • 39. INTRODUCING THE CONTENTED HAPPY WITH THEIR LIVES AS THEY ARE Not pushing themselves too hard in their careers Don’t feel the need to keep up with trends BIG USERS OF ON DEMAND Love creating their own TV schedules Pick and choose their trusted favourites KEY DRIVERS: Functionality Entertainment
  • 40. APPRECIATE CURRENT STANDING LESS LIKELY TO EMBRACE PROGRESSION OR CHANGE • 82% agree ‘My family is more important to me than my career’ • 68% agree ‘How I spend my time is more important than the money I make’ VALUE TIME SPENT WITH LOVED ONES OVER MONEY/CAREER “I dislike change – it makes me feel very uneasy” TabithaP, 19, Kerrang! “For work – I don’t use my intellect or education as much as I should” Lewis, 32, FHM
  • 42. 01 04 Introduction Step into their world ImplicationsUnderstanding the segments 02 03
  • 43. COMMUNICATING TO THE SEGMENTS THE INFLUENCERS THE ADOPTERS THE APPRENTICES THE ENTERTAINED THE CONTENTED • Actively engage with advertising • Want to hear about the most exciting new products/brands • Highly open to ads/sponsorship • Want to feel/demonstrate they’re informed • Receptive to ads/comms on their terms • Seek humour and reject comms that disturb their experience/mood • Quick to switch off from advertising • Seek unadorned facts • Fairly receptive to brands • Seek either high value for money or aspiration
  • 44. NEEDS ARE NUANCED BY SEGMENT Shallow knowledge GIVE MILLENNIALS WHAT THEY WANT… Deep knowledge Original experiences Entertainment Control HELP THEM MAKE THE MOST OUT OF IT… Access Shareability Usability CLEAR PURPOSE – STAND FOR SOMETHING All Inf Ado App All All All Inf Ado Inf Con Ent Con Ent
  • 45. BAUER REACH BY SEGMENT Reach: 1.1m THE INFLUENCERS Reach: 2.7m THE ADOPTERS Reach: 1.0m THE APPRENTICES Reach: 2.7m THE ENTERTAINED Reach: 1.4m THE CONTENTED Reach: 9.0m TOTAL 57% 64% 60% 56% 54% 52%
  • 46. CORE CONCLUSIONS & BRAND IMPLICATIONS INSIGHT BRAND IMPLICATIONS They are expert knowledge gatherers In the know is imperative WHEREVER, WHENEVER Experience is their new status symbol Help empower TO DO, FEEL AND SHARE Millennials’ hyper-connected world is pressure-packed Relief is demanded ENTERTAIN & INSPIRE