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eMarketer Webinar: Millennials—A Moving Target for Marketers

eMarketer Webinar: Millennials—A Moving Target for Marketers

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Many millennials are now following the traditional paths laid out by generations before them—buying homes, getting married and having kids. And the transition to a different life stage has implications for how this highly digital generation will use technology in years to come. Key topics include: How many millennials are parents, married, or homeowners; How the digital activity of millennials is evolving as they become serious adults; Key differences between younger and older millennials as users of social media and smartphones; If TV is still a medium where millennials can be reached.

Many millennials are now following the traditional paths laid out by generations before them—buying homes, getting married and having kids. And the transition to a different life stage has implications for how this highly digital generation will use technology in years to come. Key topics include: How many millennials are parents, married, or homeowners; How the digital activity of millennials is evolving as they become serious adults; Key differences between younger and older millennials as users of social media and smartphones; If TV is still a medium where millennials can be reached.

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eMarketer Webinar: Millennials—A Moving Target for Marketers

  1. 1. © 2016 eMarketer Inc. Made possible by Millennials—A Moving Target for Marketers Mark Dolliver Senior Analyst November 10, 2016
  2. 2. © 2016 eMarketer Inc. The youngest millennials are essentially still kids themselves … #eMwebinar Image credit: PhotoDisc
  3. 3. © 2016 eMarketer Inc. … while many of the oldest millennials are now busy raising kids of their own #eMwebinar Image credit: PhotoDisc
  4. 4. © 2016 eMarketer Inc. A framework for how to think about the data we’ll be looking at today:  The emphasis on millennials as a heavily—not to say obsessively—digital cohort tends to overlook the particular life stage they’ve been at as things like Facebook and smartphones have come along.  Thus, what we’ve seen in millennials’ digital behavior so far should not be regarded as a simple precursor of what we’ll see in years ahead as they become real grownups.  Differences in digital behavior between younger and older millennials offer hints at where the generation as a whole is heading. #eMwebinar
  5. 5. © 2016 eMarketer Inc. Lots of digital resources came along as millennials were at a life stage where they had lots of free time for using those things #eMwebinar Image credit: PhotoDisc
  6. 6. © 2016 eMarketer Inc. They’ve taken their time about it, but millennials are getting married #eMwebinar Image credit: PhotoDisc
  7. 7. © 2016 eMarketer Inc. Among those in their 30s, millennials who haven’t married are the exception #eMwebinar
  8. 8. © 2016 eMarketer Inc. With or without having gotten married, older millennials en masse have been turning into parents #eMwebinar
  9. 9. © 2016 eMarketer Inc. Often with the arrival of kids as impetus, millennials are defying predictions that they would never become homeowners #eMwebinar
  10. 10. © 2016 eMarketer Inc. Some brands, like Mazda in a commercial about bringing a newborn home, are alert to the fact that millennials are making these transitions #eMwebinar
  11. 11. © 2016 eMarketer Inc. The joys of multitasking become a bit less joyful when it means you have to do a lot of chores at once #eMwebinar
  12. 12. © 2016 eMarketer Inc. Younger vs. Older Millennials as Social Media Users
  13. 13. © 2016 eMarketer Inc. For something as basic as using at least one social network at least once a month, the younger-vs.-older gap is negligible #eMwebinar
  14. 14. © 2016 eMarketer Inc. The same is almost true of something as widely used as Facebook, though older millennials are a bit more likely than younger ones to be users #eMwebinar
  15. 15. © 2016 eMarketer Inc. There’s not a huge gap in Twitter user penetration, but younger millennials are more likely than older millennials to be tweeting #eMwebinar
  16. 16. © 2016 eMarketer Inc. Instagram has significantly higher user penetration among younger millennials, and the gap shows no sign of narrowing in this decade #eMwebinar
  17. 17. © 2016 eMarketer Inc. The gap is wider still for Snapchat, even as that app has gained a sizeable following among older millennials #eMwebinar
  18. 18. © 2016 eMarketer Inc. Some surveys suggest that Pinterest has been an exception to the pattern of higher social usage by younger millennials #eMwebinar
  19. 19. © 2016 eMarketer Inc. Amid these variations, though, bear in mind that frequent Facebook usage is a common denominator among all millennials #eMwebinar
  20. 20. © 2016 eMarketer Inc. Even for the younger group, Facebook is a social site where millennials dwell for lots of time on a typical day #eMwebinar
  21. 21. © 2016 eMarketer Inc. Younger vs. Older Millennials as Mobile Users
  22. 22. © 2016 eMarketer Inc. Smartphone usage is the norm across the millennial generation, and it includes a lot of time staring at that screen #eMwebinar
  23. 23. © 2016 eMarketer Inc. Smartphone penetration is so high among millennials that there is little disparity between younger and older by that measure #eMwebinar
  24. 24. © 2016 eMarketer Inc. Younger millennials spend more time watching video on their smartphones, and spend more time on smartphone apps/web usage as well #eMwebinar
  25. 25. © 2016 eMarketer Inc. Based on time spent online, older millennials are more reliant than younger ones on computers—and, hence, less reliant on their phones #eMwebinar
  26. 26. © 2016 eMarketer Inc. One telltale tidbit: 18- to 29-year-olds were much more caught up in the Pokémon Go craze than were 30- to 44-year-olds #eMwebinar
  27. 27. © 2016 eMarketer Inc. Younger millennials are also somewhat more likely to use their mobile devices to access sports content #eMwebinar
  28. 28. © 2016 eMarketer Inc. Work emails via mobile device are an exception to the pattern— no surprise, as the older millennials are deeper into careers #eMwebinar
  29. 29. © 2016 eMarketer Inc. Tablet user penetration is very similar between older and younger millennials, but the older ones are more apt to be handing the device to their offspring #eMwebinar
  30. 30. © 2016 eMarketer Inc. Younger vs. Older Millennials as Video Viewers
  31. 31. © 2016 eMarketer Inc. Yes, they spend less time watching TV than older people do. But millennials still spend ample time in front of their TV sets #eMwebinar
  32. 32. © 2016 eMarketer Inc. About nine in 10 millennials are TV viewers, with little gap between older and younger as penetration slowly declines #eMwebinar
  33. 33. © 2016 eMarketer Inc. Millennials still watch plenty of traditional TV, even if a lot less than older people do #eMwebinar
  34. 34. © 2016 eMarketer Inc. This might change in the future, but for now, the TV set dominates in both millennial cohorts for big events like the Olympics #eMwebinar
  35. 35. © 2016 eMarketer Inc. Younger millennials have an edge in digital video viewer penetration, but the figures are high for both subgroups #eMwebinar
  36. 36. © 2016 eMarketer Inc. Younger millennials are more apt than older ones to use some social networks as venues for viewing digital video #eMwebinar
  37. 37. © 2016 eMarketer Inc. Digital video provides a much bigger portion of the younger group’s total viewing than of the older group’s total viewing #eMwebinar
  38. 38. © 2016 eMarketer Inc. Younger vs. Older Millennials as Digital Shoppers
  39. 39. © 2016 eMarketer Inc. Millennials across the generation have made usage of digital tools a routine part of their shopping process #eMwebinar
  40. 40. © 2016 eMarketer Inc. Digital buying is a rare case in which millennials— younger and older alike— have a lower penetration rate than Gen X and baby boomer internet users #eMwebinar
  41. 41. © 2016 eMarketer Inc. Grocery shopping is an area where digital buying has lagged, but more for younger than for older millennials #eMwebinar
  42. 42. © 2016 eMarketer Inc. Convenience is crucial for millennial mothers, and many shop digitally multiple times a week as a time-saver #eMwebinar
  43. 43. © 2016 eMarketer Inc. When they deploy their smartphones for shopping, both older and younger millennials are often doing so in pursuit of bargains #eMwebinar
  44. 44. © 2016 eMarketer Inc. This shared interest in bargains is evident in younger and older millennials’ propensity for buying digitally on Black Friday #eMwebinar
  45. 45. © 2016 eMarketer Inc. Younger and older millennials display similar degrees of willingness (or reluctance) to transact purchases via smartphone #eMwebinar
  46. 46. © 2016 eMarketer Inc. There are signs that younger millennials are less tolerant than older millennials of ads that intrude on their digital activity #eMwebinar
  47. 47. © 2016 eMarketer Inc. Among younger millennials who do use ad blockers, they are especially apt to do so on desktop computers #eMwebinar
  48. 48. © 2016 eMarketer Inc. Summing up:  The millennials really are growing up. We see this reflected in the incidence of marriage, parenthood and home ownership at the older end of the generation.  With more practical responsibilities to handle as they form family households, older millennials are more likely to use digital in utilitarian ways, such as for shopping. And they’ll have less time for recreational usage.  There’s not a simple, consistent pattern of difference between older and younger millennials in digital usage. But the younger millennials seem more engaged by the kill-some-time aspects of digital. #eMwebinar
  49. 49. © 2016 eMarketer Inc. IBM Marketing Cloud helps you use customer behavior to deliver custom experiences and messages across the entire buyer journey. So you can reach the right people, with the right content, at the right time. Visit ibmmarketingcloud.com
  50. 50. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Mark Dolliver Millennials—A Moving Target for Marketers  Global Millennials 2016: Gauging the Digital Behavior of Adults Around the World  US Millennials at Key Life Stages: How Younger and Older Segments Differ and Converge  US Millennials and Video: Seven Insights into Their Evolving Choices and Viewing Habits  US Mothers and Money: How Much They Have, How They Get It, How They Spend It

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