EDAYS INTERNATIONAL E-COMMERCE CONFERENCE MOSCOW, JUNE 4-5, 2015

Deep dive into

Digital Natives

Yuri BerchenkoIndustry Manager, Google

Who are the Millennials?

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 2

Source: gks.ru

age in 2015

% of RU population in

2014

18-3426%

35-5021%

51-6925%

70+9%

Millennials Generation X Baby Boomer Silent

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 3

Source: Flowtown

Who are the Millennials?

Who are the Millennials?

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 4

Millennials are more likely to...

Source: Google

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 5

Millennials = Generation C

INTERNAL: Google Confidential and Proprietary

Welcome to Generation C

Google Confidential and Proprietary

>60% do at least one curation activity on a

weekly basis

>90% do at least one creation activity on a

monthly basis

1 in 2 agree “The first thing I do when I wake up in the morning is check

my smartphone or tablet”

>66% curate or create in order to

build a community

Source: Google GenC study, Ipsos MediaCT

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 7

Empowered by technology, driven by community

Millennials are Empowered by technology

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 8

Smartphone penetration by age groups in RU

Smartphone penetration in selected countries

Millennials initiated Data Sharing (R)evolution

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 9

2015+

Era of Trackers

2010

Instagram and selfies

2005

Facebook

Millennials will track everything and everywhere

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 10

INTERNAL: Google Confidential and Proprietary

The Gen C mindset is an opportunity for brands

Google Confidential and Proprietary

Gen C make brands' best customers and are a powerful new force in culture and commerce.

47% agree with the statement“I wish that more companies would use YouTube videos to help me learn about their products and services”

43% agree with the statement“I search on the site for the brands I want to learn more about”.

38% agree with the statement“I would rather watch videos posted by brands on YouTube than watch TV commercials”

Source: Google GenC study, Ipsos MediaCT

EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 12

Thank you for your attention!

google.com/+YuriBerchenko101

Yuri BerchenkoIndustry Manager

yuriberchenko@google.com