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
4
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
5
84% Millennials say
Is the primary purchase influencer
WORD OF MOUTH

BUT LET’S TALK ABOUT THE
PROBLEM WITH MILLENNIALS

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.
15

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)
16

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
18
1%
19%
80%
AMPLIFIERS
GEN-NARRATORS FOLLOWERS

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
23
77% 66% 55% 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Gen-narrators Millennials Generation X Baby Boomers
Percentageuseofonlinenews

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
24
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
25
77% 67% 61% 60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%

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
Percentagewhoregularlyengagewith
brandsonline
Percentage who regularly consume online print/press
Source: GlobalWebIndex, UK data, time spent reading online print/press & brand activation, Q1– Q3 2014
26
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
27
19% 9% 10% 11%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%

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
28
64% 54% 46% 32%
0%
10%
20%
30%
40%
50%
60%
70%

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
33
“I saw a few
videos pop up on
Facebook,
however I did
turn to the TV for
more info”

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
35
36% 23% 15% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Percentagewhosaytheinternet
is‘veryimportant’forsharing
content

“THE CURATING POT” BY ANNA
Source: Good Rebels Crowd research panel, UK, Activity 5: Draw your role as a storyteller, January 2015
36

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
38
0%
5%
10%
15%
20%
25%
30%
35%
40%
Q1 2014 Q2 2014 Q3 2014 Q4 2014
Regularaggregatorusage

“ANY DEVICE, ANY APP, ANYWHERE” BY
TOBY
39

SOCIAL MEDIA
Discovery
Communication
Connecting
Facts
Truth
Depth
TRADITIONAL MEDIA

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
42
49% 37% 25% 8%
0%
10%
20%
30%
40%
50%
60%
Percentagewholiketostandout
inacrowd

“THE IRON THRONE” BY SAM
43

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
45
67% 53% 39% 22%
0%
10%
20%
30%
40%
50%
60%
70%
Percentagewhobelievethe
internetisimportantforchanging
otherpeople’sopinions

WHO DO YOU TRUST TO GIVE YOU THE
FACTS?
Source: Good Rebels Crowd research panel, UK, Forums, January 2015
46
“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.”

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
48
90% 62% 49% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Regularlypostopinionsabout
productsorservicesonline

HOW DO YOU INFLUENCE?
Source: Good Rebels Crowd research panel, UK, Forums, January 2015
49
“(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.”

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
51
43% 33% 27% 22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Motivationsforpromotingbrands
online–‘loveforthebrand’

EVELYN’S ECO BEAUTY BLOG
52

[PLACEHOLDER FOR GLOBAL
OVERVIEW]
What’s unique about UK Gen-narrators?
How do they differ globally?
53

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.
57
1%
19%
80%
AMPLIFIERS

GENERATORS ARE THE AUTHORITIES.
THEY CUT DEEPER.
58
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

Gen-narrators in the UK

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