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Digital Millenials For OSU Alumni Leaders
They are the Digital Millennials, a.k.a. Echo Boomers, Gen Y, the IM or Bling Generation, and very few facets of their lives are not technology-enhanced and technology-connected. For this generation, technological convergence seems to blur the lines between private and public, consumption and production, entertainment and education, socializing and creativity, shopping and self-actualization.
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LOL
KHUF
POSGEN Y
IM GENERATION
BLING GENERATION
GENERATION ME
ECHO BOOMERSAPPROACH OUR
» Studied 72 Millennials over an 8 - week period:
one - on - one interviews, in - home video diaries,
online focus groups, eye tracking
» Incorporated quantitative data by
JupiterResearch, Harri, s Interactive, Forrester
, etc. MTV
» Reviewed topical books: Millennials Rising ,
Pop Culture, and Generation MeMILLENNIALSAL OUR DIGIT
» 14 - 24 years old
» Digital lifestyle focus
» 10 hours online/week
» 30 min mobile phone/day
» 6 - y10 text/IM da
» Social networking
» Distribution of age, race,
, spending and gender
geographyY'S PRESENT ODATATION
» Why they matter
» How they came to be
» Who they are
» What appeals (what you can do)Why they matterSIZE MIRRORS BOOMERS'MILLENNIALS'
US Census Bureau, March 2005OTHERSALLMILLENNIALS INFLUENCING
US Census Bureau, March 2005How they came to beStrauandHowe, 2006ssTHE CODDLED CHILD OF ERANO LOSERS, JUST WINNING - CHALLENGEDT A BORN THE KEYBOARD
» Popularization of the PC
» Apple II launch
» TV channel Cable
sion exploT A BORN THE KEYBOARD
» Popularization of the PC » Internet commercialized
» Apple II launch » Email popularized
» TV channel Cable » Cell phones go
sion explo mainstream
» MP3 boom
» IM catches holdTHE KEYBOARD T A BORN
» Birth of the iPod
» f TiVo and DVR takes of
» Networked gaming popularized
» chesXbox laun
» membership Growth in VOIP
» Ringtones become a billion dollar business
» ube ouT 100M videos viewed daily on Y
» Social network sites redefine social orderTECHPROSPERITY FUELS - RICH LIFESTYLE
» 68% percent of 8 - 18 year
olds have a TV in their
bedroom
» 65% have a portable
music device
» 55% have handheld
video game players
» 54% have VCR/DVD
player
» 49% have a video game
player
» 31% have a computer
200Kaiser Family Foundation, 5Who they areDEFINING TRAITS:TRAITS:DEFINING
Y PERPETUALL
CONNECTED55% of teens
have a social
networking profile
Pew Internet,200 7
60% of students High school kids
used their cell phones f typically dash of 35 -
after turning their lights
out at bedtime 40 text messages a
ine, 200Time Magaz7 . day
The Score & More Campus Writers, 2007DEFINING TRAITS:TRAITS:DEFINING
AND ASKING TIT MUL
"PRODUCTIVE"57% of teens
simultaneously
TV and surf watch
the web
OTX and eCrush, , 2007September
Unstructured free 61% of young
time has decreased consumers feel that
by 37% since 1981. oo long video ads are t
Strauss and Howe, 2006 en.and occur too oft
, 2007ForresterDEFINING TRAITS:TRAITS:DEFINING
TERING FOR FIL
AND IMMEDIACY
CONTROL37% of 18 - 24 year
72% of DVR users
ast(HH's) f - forward olds feel their review
be posted and should
TV ads. through
CNWMarketing Research, 2006 unedited.
Research2006Jupiter ,
23% of 18 - 24
year olds pick up
in - store to ensure
. product availability
Jupiter Research, 2006DEFINING TRAITS:TRAITS:DEFINING
SELF -
EXPRESSIVE YET
TIVE ASSIMILA64% of produce
content: sharing 85% Yof Gen
say relationships
artwork, photos or
make them
video or stories online happiest
Pew Internet, 2007 , 2008MTV
eens engage in T 145
about conversations
products per week,
containing 77 brand
mentions.
Keller - Fay Group, 2007TRAITS:DEFINING TRAITS:DEFINING
AND OPTIMISTIC
SELF - ENTITLED61% of teens 76% s think it'
hey indicate t important to ask their
music download about what opinions
. illegally teens really like.
, 2008JaffrayPiper 200Harris Interactive, 5
36% American of
teens want to become
famous - and half that
believe they will be.
, 2007MTVI will influence more people
than you can imagine so show
me what I want and then you'll
be just fine.
– , 21 Matthewechnology to TUsing
Redefine CommunityWHICH ONE WILL THEY CHOOSE?
Examples of SN sites:
based Community
where service
TWHA can participants
with other connect
like - and minded users
or groups
with They network
other through each
HOW and comments
imagesSO MANY OPTIONS, SO LITTLE TIMESO MANY OPTIONS, SO LITTLE TIMESO MANY OPTIONS, SO LITTLE TIMESO MANY OPTIONS, SO LITTLE TIMESO MANY OPTIONS, SO LITTLE TIMEThank you.
KHUF
POSGEN Y
IM GENERATION
BLING GENERATION
GENERATION ME
ECHO BOOMERSAPPROACH OUR
» Studied 72 Millennials over an 8 - week period:
one - on - one interviews, in - home video diaries,
online focus groups, eye tracking
» Incorporated quantitative data by
JupiterResearch, Harri, s Interactive, Forrester
, etc. MTV
» Reviewed topical books: Millennials Rising ,
Pop Culture, and Generation MeMILLENNIALSAL OUR DIGIT
» 14 - 24 years old
» Digital lifestyle focus
» 10 hours online/week
» 30 min mobile phone/day
» 6 - y10 text/IM da
» Social networking
» Distribution of age, race,
, spending and gender
geographyY'S PRESENT ODATATION
» Why they matter
» How they came to be
» Who they are
» What appeals (what you can do)Why they matterSIZE MIRRORS BOOMERS'MILLENNIALS'
US Census Bureau, March 2005OTHERSALLMILLENNIALS INFLUENCING
US Census Bureau, March 2005How they came to beStrauandHowe, 2006ssTHE CODDLED CHILD OF ERANO LOSERS, JUST WINNING - CHALLENGEDT A BORN THE KEYBOARD
» Popularization of the PC
» Apple II launch
» TV channel Cable
sion exploT A BORN THE KEYBOARD
» Popularization of the PC » Internet commercialized
» Apple II launch » Email popularized
» TV channel Cable » Cell phones go
sion explo mainstream
» MP3 boom
» IM catches holdTHE KEYBOARD T A BORN
» Birth of the iPod
» f TiVo and DVR takes of
» Networked gaming popularized
» chesXbox laun
» membership Growth in VOIP
» Ringtones become a billion dollar business
» ube ouT 100M videos viewed daily on Y
» Social network sites redefine social orderTECHPROSPERITY FUELS - RICH LIFESTYLE
» 68% percent of 8 - 18 year
olds have a TV in their
bedroom
» 65% have a portable
music device
» 55% have handheld
video game players
» 54% have VCR/DVD
player
» 49% have a video game
player
» 31% have a computer
200Kaiser Family Foundation, 5Who they areDEFINING TRAITS:TRAITS:DEFINING
Y PERPETUALL
CONNECTED55% of teens
have a social
networking profile
Pew Internet,200 7
60% of students High school kids
used their cell phones f typically dash of 35 -
after turning their lights
out at bedtime 40 text messages a
ine, 200Time Magaz7 . day
The Score & More Campus Writers, 2007DEFINING TRAITS:TRAITS:DEFINING
AND ASKING TIT MUL
"PRODUCTIVE"57% of teens
simultaneously
TV and surf watch
the web
OTX and eCrush, , 2007September
Unstructured free 61% of young
time has decreased consumers feel that
by 37% since 1981. oo long video ads are t
Strauss and Howe, 2006 en.and occur too oft
, 2007ForresterDEFINING TRAITS:TRAITS:DEFINING
TERING FOR FIL
AND IMMEDIACY
CONTROL37% of 18 - 24 year
72% of DVR users
ast(HH's) f - forward olds feel their review
be posted and should
TV ads. through
CNWMarketing Research, 2006 unedited.
Research2006Jupiter ,
23% of 18 - 24
year olds pick up
in - store to ensure
. product availability
Jupiter Research, 2006DEFINING TRAITS:TRAITS:DEFINING
SELF -
EXPRESSIVE YET
TIVE ASSIMILA64% of produce
content: sharing 85% Yof Gen
say relationships
artwork, photos or
make them
video or stories online happiest
Pew Internet, 2007 , 2008MTV
eens engage in T 145
about conversations
products per week,
containing 77 brand
mentions.
Keller - Fay Group, 2007TRAITS:DEFINING TRAITS:DEFINING
AND OPTIMISTIC
SELF - ENTITLED61% of teens 76% s think it'
hey indicate t important to ask their
music download about what opinions
. illegally teens really like.
, 2008JaffrayPiper 200Harris Interactive, 5
36% American of
teens want to become
famous - and half that
believe they will be.
, 2007MTVI will influence more people
than you can imagine so show
me what I want and then you'll
be just fine.
– , 21 Matthewechnology to TUsing
Redefine CommunityWHICH ONE WILL THEY CHOOSE?
Examples of SN sites:
based Community
where service
TWHA can participants
with other connect
like - and minded users
or groups
with They network
other through each
HOW and comments
imagesSO MANY OPTIONS, SO LITTLE TIMESO MANY OPTIONS, SO LITTLE TIMESO MANY OPTIONS, SO LITTLE TIMESO MANY OPTIONS, SO LITTLE TIMESO MANY OPTIONS, SO LITTLE TIMEThank you.
