At thinkLa's EMB 2014, speaker Warren Wright from LifeCourse described how millennials make their decisions based on their beliefs, attitudes and values.

1. 1
Millennial Footprint
On Media and Entertainment

2. 2
“Generations are
shaped by history,
and then history is
shaped by generations”
Aristotle

3. 3
Each Generation
Shares in History:
• Common Age
• Common Location

4. 4
Each Generation
Shares Common:
• Attitudes
• Behavior Traits
• Collective Identity

5. 5
Actions/Behaviors
Opinions/Attitudes
What shapes behaviors?
Values/Beliefs
What are the prevailing cultural norms when growing up?

6. 6

7. 7

8. 8
Baby Boomers
Focus of Attention
Self-Actualized
Idealistic
Group Oriented
Challenge Authority/Rules
Work-focused
Change Agents
Generation X
Ignored
Survivors
Cynical
Individualists
Avoid the rules
Self-Directed
Pragmatic
Millennials
Special
Sheltered
Confident
Team-Oriented
Conventional
Pressured
Achieving

9. 9

10. 10
Generations and Technology
Boomers
1980’s – 1990’s
GenXers
2000’s – 2010’s
Millennials
2010’s – 2030’s

11. 11
OUTLINE
• Who are the Millennials?
• The Four Values That
Shape Their Behavior
• The Footprint for the
Future of Media and
Entertainment

12. 12
Who Are the Millennials?

13. 13
The Millennials
• Born 1982 – 2004
• Currently 10-32 years old
• 32% of US Population (100 million)

14. 14
Coming of age in the 2000’s

15. 15
What Do We Know About Millennials?

16. 16
Millennials
• Special
• Sheltered
• Confident
• Team-
oriented
• Achieving

17. 17
Most Ethnically Diverse and
Educated Generation

18. 18

19. 19
High School and College-Aged Youth
Trend in Last 15 Years
• unstructured free play, hours per week DOWN
• sleep, hours per week DOWN
• age at which career choices are made DOWN
• temp work for pay, hours per week DOWN
• homework, hours per week UP
• intend to go to 4-year college, share of total UP
• admission standards, at typical college UP
• first job via internship, share of total UP

20. 20

21. 21
Four Millennial Themes That Will
Shape Media and Entertainment
• Hyper-Socialization
• First Life/Second Life Blend
• The Maker Movement
• The Barney Effect

22. 22
I Love Everybody

23. 23
I Love My Family
• Get along with parents
• 82% of teens report
“no problems” with any
family member—up
from 75% in 1983,
48% in 1974.*
• Parents are a source
they Trust!
*Source: National Association of Secondary School Principals (2005)

24. 24
I Love My Friends
“My friends are the most important thing in my life”
Millennials
55%
GenXers
44% Boomers
40%
*Source: Percent Strongly Agree and Agree, LifeCourse survey, 2014

25. 25
I Love My Friends
Source: Entertainment Software Association
51%
of Millennials
play games
with their
friends.
16%
of Millennials
play games
with their
parents.
32%
of Millennials
play games
with their
family
members.
72%
of Millennials
play games
with their
friends and
family members.

26. 26
I Love My Community(Trust)

27. 27
I Trust My Community

28. 28
Hyper-Socialization
It takes a village
• 55 million viewers
• 16 days
• 1.6 million participating
• Social experiment
• Democracy v. Anarchy

29. 29
First Life/Second Life Blend

30. 30
First Life/Second Life Blend

31. 31
First Life/Second Life Blend

32. 32
First Life/Second Life Blend

33. 33
First Life/Second Life Blend

34. 34
In Real Life
“He’s the site’s
worst troll, but
IRL he’s a
lawyer”

35. 35
First Life/Second Life Blend

36. 36
First Life/Second Life Blend
10hrs
8hrs
7hrs
MILLENNIAL BOOMER GENXER
Average hours a day in front of a screen.

37. 37
First Life/Second Life Blend
Sometimes,
I think Life
is like a
video game
52%

38. 38
First Life/Second Life Blend
“I know it’s not real, but I think it is”

39. 39
The Maker Movement

40. 40
The Maker Movement
30% of Millennial’s Media time is spent with
User Generated Content (UGC)*
*Content created and curated by their peers

41. 41
Maker Movement

42. 42
Maker Movement
Where players create and creators play

43. 43
The Maker Movement
Education Avocation

44. 44
Avo-tainment
There are 1 million broadcasters on twitch.tv
Top earner in 2013: over $300k

45. 45
Avo-tainment

46. 46
Edu-tainment

47. 47
The Barney Effect

48. 48
The Barney Effect– Be Nice, Be Fair
Source: CNN/ORC poll, Feb 2014
"The government should work to substantially reduce the
income gap between the rich and the poor."
72%
of Millennials
Agree

49. 49

50. 50
Socially Conscious
“Having a positive impact on society is important to me.”
Percent Strongly Agree
*Source: LifeCourse survey, 2014
Millennials
30%
GenXers
24% Boomers
22%

51. 51
Socially Conscious
“It is important to me to company I buy products
from supports social causes.”
*Source: LifeCourse survey, 2014
Percent Agree
Millennials
54%
GenXers
46%
Boomers
48%

52. 52
Equity/Fairness
70% of Millennials agree with
the statement “If a company is
unfair with me, I’ll figure out how
to make things fair.”
Nick Shore. “Millennials Are Playing with You.”
Harvard Business Review. December 12, 2011.

53. 53
Equity/Fairness
“Millennials expect brands
to listen to their feedback
and engage in a two-way,
interactive conversation
with them.”
--Social Intelligence

54. 54
Participation

55. 55
SUMMARY

56. 56
40,832
30,634
26,927
32,767
16,342 15,293 13,923
12,35411,630 11,906
9,920 9,1248,841 8,910 9,001 8,006
5,187 5,132 5,413 4,166
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Feb '11 Feb '12 Feb '13 Feb '14
FOX CMDY ESPN ADSM TOON
• Across all networks, the total P18-34 audience decreased in audience size from 2011-2014.
THE MAJORITY OF NETWORKS ARE SEEING A
DECLINE IN THEIR 18-34 AUDIENCE
Prepared for: Twitch TV
Source: Source: Nielsen; Combined Home & Work Online Panel, P18-34, Feb 2011-2014
P18-34 Network Reach Proj (000) 2011-2014
% Change
FOX -20%
CMDY -24%
ESPN -22%
ADSM -9%
TOON -20%

57. 57
0.000%
0.005%
0.010%
0.015%
0.020%
0.025%
0.030%
0.035%
0.040%
0.045%
ShareofSearchClicks
Search Term Variations - "twitch" vs "buzzfeed"
"twitch"
"buzzfeed"
Search Term Variations
Volume of search variations of ‘twitch’ has increased 12x or 1105% YoY

58. 58
Three-Word Mantra
PARTICIPATE CREATE SHARE

59. 59
The Education Revolution

60. 60
Check Your Basement

61. 61
THANK YOU!