BLANK COVER DESIGN PASTE NEW BACKGROUND IMAGE OVER THIS BLUE BOX AND SEND TO THE REAR LAYER MILLENNIALS & MEDIA CTAM INSIGHTS CONFERENCE 6.16.11 SCOTT HESS TRU VICE PRESIDENT OF INSIGHTS
AGENDA BACKGROUND MEDIA: WHAT S NOW MEDIA: WHAT S NEXT 2
AGENDA BACKGROUND MEDIA: WHAT S NOW MEDIA: WHAT S NEXT 3
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TWENTIES $183 SPRING 10 $174 FALL10 $186 SPRING 11 TEENS $41 SPRING 10 $41 FALL 10 $50 SPRING 11 5
18-19 20-23 24-26 27-29 $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
What Is It About 20-Somethings? 1960 77% 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. 2010 13% 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
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
AGENDA BACKGROUND MEDIA: WHAT S NOW MEDIA: WHAT S NEXT 9
TEENS TWENTIES HOURS/WEEK 24 18 15 15 10 9 7 7 5 5 INTERNET TV CONSOLE GAMING SOCIAL NETWORKING DVDS 10
TEENS TWENTIES HOURS/WEEK 24 18 15 15 10 9 7 7 5 5 INTERNET TV CONSOLE GAMING SOCIAL NETWORKING DVDS 1984: TEENS WATCHED 11 HRS. TV/WEEK 11
On-demand: 9% Portable: 2% Computer: 15% Live: 58% MY TV VIEWING MIX IS DVR: 16% 12
THE JERSEY SHORE TWEET CHART 20,000 SHOW STARTS ON EASTERN/CENTRAL 16,000 12,000 8,000 4,000 0 9 AM 12 PM 3 PM 6 PM 9 PM 12 AM 3 AM 13
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
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
I HAVE WATCHED TV ON MY 51% COMPUTER 43% DVR 33% ON-DEMAND 15% PORTABLE 16
I HAVE WATCHED TV ONLINE TEENS TWENTIES 44% 61% (¼ HAVE DONE SO IN PAST MONTH) 17
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
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
UPDATE: MOBILE PHONES TEENS TWENTIES 86 94 OWN CELLPHONES 30 50 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
WHAT KIND OF APPS DO THEY DOWNLOAD? T 20s Games 75 76 Social networking 57 61 Music 50 55 Video 49 45 Weather 36 50 Entertainment 41 44 Search tools 40 39 Utilities 34 40 Movies 37 37 News 27 36 Educational 30 33 Going out 25 37 Reference 31 32 Sports 28 32 Managing money 22 30 Working out/fitness 22 26 21
UPDATE: FACEBOOK TEENS TWENTIES 72 75 56 60 VISITED IN PAST 30 DAYS VISIT DAILY 93% CALL FACEBOOK IN OR ON THE WAY IN 22
FAVORITE WEBSITES (YOUTUBE MOST POPULAR AMONG AA AND HISPANIC TEENS) FACEBOOK TEENS TWENTIES TEENS 54 46 TWENTIES YOUTUBE GOOGLE YAHOO! MYSPACE / AMAZON HULU / ESPN EBAY 32 16 14 7 6 5 23 GOOGLE 18 YAHOO! 13 YOUTUBE 9 AMAZON / ESPN 7 GMAIL 5 EBAY / HULU 23
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
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
WITH LBS, HOW CONCERNED ARE YOU ABOUT PRIVACY? CONCERNED NOT CONCERNED TEENS 66% TWENTIES 72% TEENS 11% TWENTIES 9% 26
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 41 44 36 39 28 34 22 19 18 15 12 15
AGENDA BACKGROUND MEDIA: WHAT S NOW MEDIA: WHAT S NEXT 28
TRENDWATCH TALKS WITHOUT A DOUBT CABLE TV WILL BE OUT OF BUSINESS BY THE TIME I AM 30. Andrew W., high school male 29
TRENDWATCH TALKS MORE AND MORE I M INCLINED TO JUST HOOK MY COMPUTER INTO MY TV. Jimmy F., college male 30
TRENDWATCH TALKS I PLAN ON MOSTLY GETTING PROGRAMMING ON GAME CONSOLES, TVs, BLU-RAY PLAYERS, ios DEVICES, ETC. Joe N., high school male 31
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
WHAT THEY LIKE BIG SCREEN VIEWING SIGNAL QUALITY/CONSTANCY DVR INTEGRATION/EASE LIVE SPORTS/CONTESTS SEE FAVORITES FIRST 33
WHAT THEY DON T LIKE PRICE: VALUE RATIO LACK OF CONTROL/CHOICE NON-PORTABLE NON-SHAREABLE FEELS OLD TECH REPETITION OF PROGRAMS/ADS 34
THE & GENERATION 35
THE & GENERATION & MEDIA EASY & HIGH TECH HOME & MOBILE LIVE & ARCHIVED SOCIAL & PERSONAL AD-HOC & SMORGASBORD 36