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1 BLANK COVER DESIGN PASTE NEW BACKGROUND IMAGE OVER THIS BLUE BOX AND SEND TO THE REAR LAYER MILLENNIALS & MEDIA CTAM INSIGHTS CONFERENCE SCOTT HESS TRU VICE PRESIDENT OF INSIGHTS

2 AGENDA BACKGROUND MEDIA: WHAT S NOW MEDIA: WHAT S NEXT 2

3 AGENDA BACKGROUND MEDIA: WHAT S NOW MEDIA: WHAT S NEXT 3

4 4

5 TWENTIES $183 SPRING 10 $174 FALL10 $186 SPRING 11 TEENS $41 SPRING 10 $41 FALL 10 $50 SPRING 11 5

6 $24,000 STUDENT LOAN $22,000 STUDENT LOAN $21,000 STUDENT LOAN $3,509 CREDIT CARD $4,952 CREDIT CARD $7,700 STUDENT LOAN $698 CREDIT CARD $1,572 CREDIT CARD THE REALITY OF MILLENNIAL DEBT 6

7 What Is It About 20-Somethings? % of women and 65% of men had reached all five by 30 We re in the thick of what one sociologist calls, the changing timetable for adulthood % of women and 10% of men have done so What Is It About 20-Somethings? By ROBIN MARANTZ HENIG Published: August 18, 2010 Completing school Becoming financially independent Leaving home Having a child Marrying *United Census Bureau 7

8 WHY WOULD MILLENNIALS RENT? TRY BEFORE I BUY 69 ONLY PAY WHEN I USE IT 34 ACCESS TO THINGS I CAN T AFFORD TO OWN 32 BETTER FOR THE ENVIRONMENT 11 DON T REALLY CARE ABOUT OWNING THINGS 6 8

9 AGENDA BACKGROUND MEDIA: WHAT S NOW MEDIA: WHAT S NEXT 9

10 TEENS TWENTIES HOURS/WEEK INTERNET TV CONSOLE GAMING SOCIAL NETWORKING DVDS 10

11 TEENS TWENTIES HOURS/WEEK INTERNET TV CONSOLE GAMING SOCIAL NETWORKING DVDS 1984: TEENS WATCHED 11 HRS. TV/WEEK 11

12 On-demand: 9% Portable: 2% Computer: 15% Live: 58% MY TV VIEWING MIX IS DVR: 16% 12

13 THE JERSEY SHORE TWEET CHART 20,000 SHOW STARTS ON EASTERN/CENTRAL 16,000 12,000 8,000 4, AM 12 PM 3 PM 6 PM 9 PM 12 AM 3 AM 13

14 Which medium is the one you can t live without? TEENS (2000) TEENS (2010) 34 TV 68 INTERNET 26 RADIO 23 TV 15 INTERNET 6 RADIO 4 MAGAZINES 2 MAGAZINES 3 NEWSPAPERS 2 NEWSPAPERS 14

15 Which medium do you trust the most? TEENS (2000) TEENS (2010) 44 NEWSPAPERS 35 NEWSPAPERS 24 TV 30 INTERNET 7 INTERNET 29 TV 6 MAGAZINES 4 MAGAZINES 6 RADIO 3 RADIO 15

16 I HAVE WATCHED TV ON MY 51% COMPUTER 43% DVR 33% ON-DEMAND 15% PORTABLE 16

17 I HAVE WATCHED TV ONLINE TEENS TWENTIES 44% 61% (¼ HAVE DONE SO IN PAST MONTH) 17

18 Where do they watch online? TEENS TWENTIES 60 HULU 69 HULU 47 YOUTUBE 37 YOUTUBE 17 ABC.COM 28 ABC.COM 12 MTV.COM 13 FOX.COM 10 FOX.COM 12 MTV.COM 7 CWTV.COM 9 CWTV.COM 18

19 What about streaming video subs? TEENS TWENTIES 27 NETFLIX INSTANT 37 NETFLIX INSTANT 5 HULU PLUS 5 HULU PLUS 3 BLOCKBUSTER ON DEMAND 3 BLOCKBUSTER ON DEMAND 69 NONE 60 NONE 19

20 UPDATE: MOBILE PHONES TEENS TWENTIES OWN CELLPHONES OWN SMARTPHONES 95% CALL SMARTPHONES IN OR ON THE WAY IN 47% HAVE EVER WATCHED VIDEO ON THEIR PHONES; 29% HAVE WATCHED TV AA AND HISP MILLENNIALS 10 PTS. HIGHER ON BOTH 20

21 WHAT KIND OF APPS DO THEY DOWNLOAD? T 20s Games Social networking Music Video Weather Entertainment Search tools Utilities Movies News Educational Going out Reference Sports Managing money Working out/fitness

22 UPDATE: FACEBOOK TEENS TWENTIES VISITED IN PAST 30 DAYS VISIT DAILY 93% CALL FACEBOOK IN OR ON THE WAY IN 22

23 FAVORITE WEBSITES (YOUTUBE MOST POPULAR AMONG AA AND HISPANIC TEENS) FACEBOOK TEENS TWENTIES TEENS TWENTIES YOUTUBE GOOGLE YAHOO! MYSPACE / AMAZON HULU / ESPN EBAY GOOGLE 18 YAHOO! 13 YOUTUBE 9 AMAZON / ESPN 7 GMAIL 5 EBAY / HULU 23

24 UPDATE: TWITTER TEENS TWENTIES 26% HAVE ACCESSED TWITTER/SENT A TWEET 10% SEND TWEETS AND 14% READ TWEETS AT LEAST ONCE/DAY 75% CALL TWITTER IN OR ON THE WAY IN AA AND HISP MILLENNIALS OUTPACE WHITE COUNTERPARTS BY ~10 POINTS 24

25 UPDATE: LOCATION-BASED SERVICES I USE THEM. 4% OF TEENS 7% OF TWENTY-SOMETHINGS I VE HEARD OF THEM 34% OF TEENS 50% OF TWENTY-SOMETHINGS I M OPEN TO TRYING THEM. 32% OF TEENS 34% OF TWENTY-SOMETHINGS 25

26 WITH LBS, HOW CONCERNED ARE YOU ABOUT PRIVACY? CONCERNED NOT CONCERNED TEENS 66% TWENTIES 72% TEENS 11% TWENTIES 9% 26

27 READY FOR OLIVER What LBS offers would you be interested in? TEENS 20s Coupon that can be used anytime Notification of special sale/discount Coupon that can be used right now Notice that a friend is shopping there now New product notification Tips or reviews from previous customers

28 AGENDA BACKGROUND MEDIA: WHAT S NOW MEDIA: WHAT S NEXT 28

29 TRENDWATCH TALKS WITHOUT A DOUBT CABLE TV WILL BE OUT OF BUSINESS BY THE TIME I AM 30. Andrew W., high school male 29

30 TRENDWATCH TALKS MORE AND MORE I M INCLINED TO JUST HOOK MY COMPUTER INTO MY TV. Jimmy F., college male 30

31 TRENDWATCH TALKS I PLAN ON MOSTLY GETTING PROGRAMMING ON GAME CONSOLES, TVs, BLU-RAY PLAYERS, ios DEVICES, ETC. Joe N., high school male 31

32 TRENDWATCH TALKS MY DAD TOOK OUT OUR SATELLITE FIVE YEARS AGO, AND I THOUGHT I WAS GOING TO DIE. BUT HONESTLY, ALMOST EVERYTHING YOU WANT TO WATCH IS ON THE INTERNET NOW. IT S NOT LIKE I M MISSING OUT. Victoria N., high school female 32

33 WHAT THEY LIKE BIG SCREEN VIEWING SIGNAL QUALITY/CONSTANCY DVR INTEGRATION/EASE LIVE SPORTS/CONTESTS SEE FAVORITES FIRST 33

34 WHAT THEY DON T LIKE PRICE: VALUE RATIO LACK OF CONTROL/CHOICE NON-PORTABLE NON-SHAREABLE FEELS OLD TECH REPETITION OF PROGRAMS/ADS 34

35 THE & GENERATION 35

36 THE & GENERATION & MEDIA EASY & HIGH TECH HOME & MOBILE LIVE & ARCHIVED SOCIAL & PERSONAL AD-HOC & SMORGASBORD 36

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