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November2016
SUMMARY FINDINGS WHITE PAPER
White Paper
Copyright©2016iGillottResearchInc.
TableofContentsExecutiveSummary.....................................................................................................1
Futureofthesmartphone....................................................................................................1Entertainment.....................................................................................................................1
FigureA:PercentofMillennialsthatEngageinEntertainmentActivitiesContinuouslyorMultipleTimesperDay...........................................................................................................2
Communications..................................................................................................................2Security...............................................................................................................................2SocialMedia........................................................................................................................3
FigureB:PercentofMillennialsthatEngageinSocialMediaContinuouslyorMultipleTimesperDay....................................................................................................................................3
ProjectOverviewandMethodology............................................................................4Survey.................................................................................................................................4Personalinterviews.............................................................................................................4ProfilesofMillennialsInterviewed......................................................................................4Disclaimer...........................................................................................................................5AboutiGR............................................................................................................................5
FutureoftheSmartphone...........................................................................................6SurveyResults.....................................................................................................................6
Figure1:DesiredImprovements.............................................................................................6Interviews...........................................................................................................................6
Wallet......................................................................................................................................7VoiceControl...........................................................................................................................7SizeandForm..........................................................................................................................7LaptopReplacement...............................................................................................................7Predictive.................................................................................................................................7HomeIntegration....................................................................................................................8
Summary.............................................................................................................................8
Entertainment.............................................................................................................9SurveyResults.....................................................................................................................9
Figure2:AverageNumberofDevicesinMillennialHousehold..............................................9Figure3:PercentofMillennialsthatEngageinEntertainmentActivitiesContinuouslyorMultipleTimesperDay.........................................................................................................10Figure4:RankingofVideoContentSources.........................................................................10Figure5:TraditionalMovieTheatreUsage...........................................................................11
Interviews..........................................................................................................................11Table1:EntertainmentServices-OneWordAnswers.........................................................12
Summary............................................................................................................................13
Communications.......................................................................................................14SurveyResults....................................................................................................................14
Figure6:PercentofMillennialsthatEngageinCommunicationsActivitiesContinuouslyorMultipleTimesperDay.........................................................................................................14
Interviews..........................................................................................................................14Table2:CommunicationServices-OneWordAnswers.......................................................15
Copyright©2016iGillottResearchInc.
Summary............................................................................................................................16
Security.....................................................................................................................17Interviews..........................................................................................................................17Summary............................................................................................................................18
SocialMedia..............................................................................................................19SurveyResults....................................................................................................................19
Figure7:PercentofMillennialsthatEngageinSocialMediaContinuouslyorMultipleTimesperDay..................................................................................................................................19
Interviews..........................................................................................................................20Table3:SocialMedia-OneWordAnswers..........................................................................20
Summary............................................................................................................................21
Copyright©2016iGillottResearchInc.1
ExecutiveSummary
Allgenerationsleavetheirmarkontheworld.Millennialsarenodifferent,excepttheyhavegrownupinaworldwithouttypewriters,faxmachines,commercials,cathoderaytubes,cassettetapes,andVCRs.
Millennials are the future and their views on mobile communications,entertainment, security, transportation, anddeviceswill shape the technologyworldforthenextdecade.
This white paper provides an overview of Millennial’s views on five topics,collectedthroughanonlinesurveyandpersonalinterviews.
Futureofthesmartphone
iGRaskedMillennials,“Whatdoyouimagineyoursmartphonewillbelikeinfiveyears?Whatdoyouthinkthesmartphonewilldo?Whatwillitlooklike?”Tosummarizetheirwiderangeofideas,accordingtotheMillennialsthesmartphoneof2021willbe:
• Voicecontrolled
• Dynamicallyandpredictivelypersonalized
• Awareoftheuser'slocation,preferencesandevenhealth
• Theowner’swallet,TV,wordprocessor,computer,shoppinglistandmusicplayer.
Entertainment
MillennialshavegrownupinaworldwheremoviesarealwaysondemandandTVcanbewatchedatwill.Entertainmentchoicesspantraditionalsources,suchasbroadcastTVandmovietheatres,aswellasOver-The-Top(OTT)servicessuchasNetflix,YouTube,HuluandAmazonPrime. Furthermore,Millennialshaveawide selectionof devices in their homeonwhich tobeentertained, includinglaptops,Internet-connectedTVs,connectedTVdevices,tabletsandsmartphones.
Survey respondents were asked to consider an average week and were thenaskedhowfrequentlytheyengageinseveralentertainmentactivitieswhiletheyareathome. AsshowninFigureA, iGRfoundthat59percentofrespondentswatchstreamingvideo,49percentplaygames,and56percentlistentostreamingmusicoraudiocontinuouslyormultipletimesperday.
Copyright©2016iGillottResearchInc.2
Figure A: Percent of Millennials that Engage in Entertainment ActivitiesContinuouslyorMultipleTimesperDay
Source:iGR,2016
Communications
Millennials have a wide range of communication options including moretraditional options such as voice calls, email, and texting services provided bytheirmobileoperator. TheyalsoregularlyuseOTTservices,suchasSnapchat,WhatsApp,andGroupMe,andvideochatservicesfromFaceTimeandSkype.
BecauseMillennialshavenofearoftechnology,theyarewillingtotryandadoptthelatestcommunicationstools.However,theytendtochoosedifferentservicesfordifferentusesortocommunicatewithdifferentpeople. Forexample,theymightuseadifferentappwiththeirparentsthanwiththeirfriends.
Security
Many aspects ofMillennials’ lives are online and are accessiblewith a laptopcomputer.However,Millennialsaremuchmoreawareandcautiousabouttheironlineprivacyandsecuritythanmightbeexpected.
Millennials have set their own privacy standards regarding their social mediaposts,suchasnotputtingpersonalinformationonlineandnotsharinglocationinformation.Also,theyareverycautiouswhenchoosingwhichwebsitestheyusefor purchases, and they have concerns regarding using their smartphone forpurchasesthroughapplicationssuchasApplePay.
59.1%
48.7%
56.1%
0%
10%
20%
30%
40%
50%
60%
70%
Watchstreamingvideo Playonlinegames Listentostreamingmusicoraudio
Copyright©2016iGillottResearchInc.3
Millennialswanttofeelsafewhentheyareonline,andtheyareveryclearaboutwhatinformationtheywanttoshareandwithwhom.Inshort,Millennialsaren’tobliviousregardingsecurity,they’resavvy.
SocialMedia
Millennials are the first generation to grow up in a world where their firstimpression of a person is formed online, not in person or on the phone. AMillennial’sentiresociallifeisenabledbyanddependentontheirmobiledevices.
For example, as shown in Figure B, iGR found thatwhile at home, almost 75percentofMillennialschecktheirsocialmedia,and48percentupdatetheirsocialmedia continuously ormultiple times per day. When they are on the go, 71percent check their social media and almost 60 percent update social mediacontinuouslyormultipletimesthroughouttheday.
FigureB: PercentofMillennials that Engage in SocialMediaContinuouslyorMultipleTimesperDay
Source:iGR,2016
Millennials’ responses to iGR’squestions in interviews indicate that Facebook,thoughconsiderednecessary,maybea little too ‘mainstream’ forMillennials.Other applications, suchas Snapchat and Instagram,maybeperceivedas lessconventional,whileGroupMeisnotaspopularwiththeMillennialsinterviewed.
Millennialswill usewhatever helps them connect and socialize. When a newsocialmediaapp is launched, itneedsacriticalmassofuserstobesuccessful.WhenaMillennialseeshisorherfriendsusinganapplicationmore,heorshewillstartusingit,also.
74.5%71.3%
47.8%
58.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
AtHome OntheGo
CheckSocialMedia UpdateSocialMedia
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ProjectOverviewandMethodology
InordertogaininsightintothemobilebehaviorsandopinionsofMillennials,iGRfieldedanonlinesurveyandperformedpersonalinterviews.
Survey
• iGRfieldedanonlinesurveyof1,021U.S.consumersinMay2016.Inordertoparticipateinthesurvey,respondentswererequiredtobebetween18and64yearsofageandownanduseamobilephone.
• iGRthenfilteredtheresultsandonlyanalyzedtheresponsesofrespondentsthatwerebetweentheageof18and24.
• Thesurveyresultsarepresentedinfiguresinthiswhitepaper.
Personalinterviews
• iGRperformedrecordedphoneinterviewswith18individualsbetweentheageof18and25.
• Respondentswerediverseinage,genderandgeographiclocationwithintheUnitedStates.
• Respondentswereaskedquestionsregardingfivethemes:
o Thefutureofthesmartphone
o Entertainment
o Communications
o Security
o SocialMedia.
• Respondents’verbatimresponsesarereferencedinthiswhitepaper.
ProfilesofMillennialsInterviewed
• Allison–21-year-oldsinglefemalestudentfromOhio.
• Hannah–21-year-oldsinglefemalestudentfromCalifornia.
• Illan–19-year-oldsinglemalestudentfromTexas.
• Nicole–19-year-oldsinglefemalestudentfromColorado.
• Alexandra–22-year-oldsinglefemalefromNewYork.Employedfulltime.
• Brandon–20-year-oldsinglemalestudentfromNewYork.
Copyright©2016iGillottResearchInc.5
• Lauren–21-year-oldsinglefemalestudentfromTexas.
• Katherine–19-year-oldsinglefemalestudentfromTennessee.
• Elizabeth–25-year-oldmarriedfemalefromFlorida.Employedfulltime.
• Noelle–24-year-oldsinglefemalefromTexas.Employedfulltime.
• Rebecca–22-year-oldsinglefemalefromMissouri.Employedfulltime.
• Luke–19-year-oldsinglemalestudentfromCalifornia.
• Maya–23-year-oldsinglefemalestudentfromNewYork.
• Kevin–21-year-oldsinglemalestudentNewYork.Employedfulltime.
• Richard–21-year-oldsinglemalestudentfromNewYork.
• Lindsay–21-year-oldsinglefemalefromNewYork.Employedfulltime.
• Jessica–21-year-oldsinglefemalestudentfromFlorida.
• Emily–21-year-oldsinglefemalestudentfromTexas.
Disclaimer
TheopinionsexpressedinthiswhitepaperarethoseofiGRanddonotreflecttheopinionsofthecompaniesororganizationsreferencedinthispaper.AllresearchwasconductedexclusivelyandindependentlybyiGR.
AboutiGR
iGR is a market strategy consultancy focused on the wireless and mobilecommunicationsindustry.FoundedbyIainGillott,oneofthewirelessindustry’sleadinganalysts,weresearchandanalyzethe impactnewwirelessandmobiletechnologieswillhaveontheindustry,onvendors’competitivepositioning,andonourclients’strategicbusinessplans.
A more complete profile of the company can be found at http://www.iGR-inc.com/.
Copyright©2016iGillottResearchInc.6
FutureoftheSmartphone
ThesmartphoneisanindispensabledeviceforMillennials.Infact,99percentofthosewhoparticipatedintheonlinesurveyhaveasmartphone,whiletheotheronepercenthaveamorebasicmobilephone.
iGRwantedtoknowwhat improvementsMillennialswould like tosee in theirmobile device or servicenow, aswell aswhat capabilities they expectwill beincludedinasmartphoneinfiveyears.
SurveyResults
IniGR’ssurvey,respondentswereaskedwhatimprovementstheywouldliketoseeintheircurrentmobileservice(notetheywerepresentedwithalistoptionstorank).Asshowninthefollowingfigure,32percentwantedlesswaittimefordatacontentloads,24percentwantedfasterdownloads,and45percentwantedalongerbatterylifeontheirmobilephone.
Figure1:DesiredImprovements
Source:iGR,2016
Interviews
WhatdoMillennialsimaginetheirsmartphonewillbelikeinfiveyears?Whatdothey think the smartphonewill do? Whatwill it look like? ThoseMillennialsinterviewed were asked this open-ended question, and their wide range ofresponsesaresummarizedbelow.
32.2%
23.6%
45.4%
0%
10%
20%
30%
40%
50%
60%
Lesswaittimebeforedatacontentloads(whileinabrowser,apps,etc.)
Fasterdownloads Longerbatterylifeonmymobilephone
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Wallet
ManyMillennials think that using the smartphone tomake purchases will bemuchmorecommonplace.
• “Iseeitbecomingourwallet…andbeingabletopaywithsomethingonyourphone.”
• “Youwon’thaveawallet,anditwillallbecombinedintoonedevice.”
VoiceControl
Several Millennials think that voice control will be a much more prominentfeatureoffuturesmartphones.
• “Therewillbemorevoiceintoit,andSiriwillprobablyplayabiggerrole.”
• “MoreautomatedserviceslikeSiri.Justmoreartificialintelligence.”
SizeandForm
TheMillennialsinterviewedhadawiderangeofideasaboutthesizeandformoffuturesmartphones.
• “Itwon’tbeabletobeanysmaller,butIthinkitwillbemoreincorporatedwithmorethingsliketheAppleWatch.”
• “Sizewillchangedependingoncustomerswantsandneeds,maybeit’lljusthavemorerangesinsteadofonlytwoiPhonestopickfrom.”
• “Ithinkthatitwillbecomesmaller,skinnier.IthinktheyaregoingtotakeouttheheadphonejackandmakeitallBluetooth.”
• “I think therewill bea screenprojector so it couldput stuffon thewalls.Maybehaveakeyboardthatcomesoutsoyoucouldtype.Itcouldalmostreplacethecomputeratthatpoint.”
LaptopReplacement
• “Ithinksmartphonesaregoingtomakelaptopsnonexistent.Ifindmyself,because I am on the go so much, using my phone to do things I wouldnormally do on my laptop. Smartphones are going to develop morecapabilitieswithWorddocuments,andwe’llbeabletosendandsavethingslikethat.”
Predictive
• “Hopefully,theywillbelearningabitmoreaboutmyhabits.LikerecentlymyphonestartedknowingwhenIwanttoopenmymusic,whichisawesome!Andmorestufflikethat,liketheautocorrectgettingsmarter.JustbeingabletopredictwhatIwantalittlebitbetter,sothatIdon’thavetodorepetitivetasks.”
Copyright©2016iGillottResearchInc.8
• “Itcouldalwaystellyousomethingaboutwhatyouweredoing.”
• “I’mhopingthatinthefuture,smartphoneswillbemuchmoreawareofwhatwearedoingandwhat’saroundus.IfIhavemyphoneonmeandIwalkintothegym,thenmyphoneknowsanditstartsputtingmygymplayliston,orifI walk into the grocery store it pulls up my shopping list. It’s just moreintegratedwithwhatwe’redoingeveryday.”
HomeIntegration
• “Maybestarttoseeintegratedtechnologyinthehome.LikewithAmazonEcho,…youmightbeabletoaccessyourphone.I’msurethere’llbesomemorein-homedevices,whichIguesswilltakeyouawayfromyourphonebutalsoincreasetheuse.”
• “Itwouldprobablybecool ifwecoulduseourphoneslikekeysforgettingintoyourhomeoryourcar. Ialsowouldn’tbesurprisediftheyhaveevenmorewaysofmonitoringyourenvironmentlikeyourhomeairconditioningoryourpersonalhealth.”
Summary
AccordingtotheMillennials,thesmartphoneof2021willbe:
• Voicecontrolled
• Dynamicallyandpredictivelypersonalized
• Awareoftheuser'slocationandpreferencesandevenhealth
• Thewallet,TV,wordprocessor,computer,shoppinglistandmusicplayeroftheowner.
Smartphones are the future. In five years, theMillennialswill reach for theirphonebeforetheyreachforanythingelse.Ifanythingelseisstillaround!
Copyright©2016iGillottResearchInc.9
Entertainment
MillennialshavegrownupinaworldwheremoviesarealwaysondemandandTVcanbewatchedatwill.Entertainmentchoicesspantraditionalsources,suchasbroadcastTVandmovietheatres,aswellasOTTservicessuchasNetflix.
SurveyResults
Millennials have a wide selection of devices in their home on which to beentertained.Surveyrespondentswereaskedtoidentifyallofthedevicesintheirhome and the number that they have of each. iGR found that on average,Millennialshaveintheirhome2.1gamingconsoles,2.1laptops,1.9connectedTVdevices,1.6Internet-connectedTVsand1.6tablets,asshowninthefollowingfigure.
Figure2:AverageNumberofDevicesinMillennialHousehold
Source:iGR,2016
Survey respondents were asked to consider an average week and were thenaskedhowfrequentlytheyengageinseveralentertainmentactivitieswhiletheyareathome.Theirchoicesoffrequencyrangedfrom“lessthanoncepermonth”to“onceperweek”to“multipletimesperweek”to“onceperday”andfinallyto“continuously through the day or multiple times per day.” As shown in thefollowing figure, iGR found that at this highest frequency (continuously ormultiple timesperday),59percentof respondentswatchstreamingvideo,49percentplaygames,and56percentlistentostreamingmusicoraudio.
2.1
1.9
1.6
2.1
1.6
0.0
0.5
1.0
1.5
2.0
2.5
GameConsole ConnectedTVDevice Internet-enabledTV Laptop Tablet
Copyright©2016iGillottResearchInc.10
Figure 3: Percent of Millennials that Engage in Entertainment ActivitiesContinuouslyorMultipleTimesperDay
Source:iGR,2016
Surveyrespondentswereaskedtorankthestepstheywouldgothroughtofindsomevideocontenttowatch.Specifically,theywereposedwiththestatement,“IfIwanttowatchsomething,Iwouldfirstcheck#1,thenI’dcheck#2,andfinallyI’dcheck#3.”
Fromtheirchoices,iGRcalculatedarankingscorebetweenoneandten.Asshownbelow, YouTube had the highest ranking of 8.6, followed by Netflix with 8.3,personalDVDcollectionswith5.9,andlivebroadcastTVwitharankingof5.6.
Figure4:RankingofVideoContentSources
Source:iGR,2016
59.1%
48.7%
56.1%
0%
10%
20%
30%
40%
50%
60%
70%
Watchstreamingvideo Playonlinegames Listentostreamingmusicoraudio
8.3 8.6
5.9 5.6
0123456789
10
Netflix YouTube PersonalcollectionofDVDs/Blu-Rays
LiveBroadcastTV
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However,evenwithalloftheirchoices,Millennialsstillusetraditionalformsofentertainment.Thesurveyrespondentswereaskedhowmanytimestheyhavebeentothemovietheatrethisyear,ascomparedtolastyear.Thirty-ninepercentsaidaboutthesamenumberoftimes,while26percentsaidthattheyhavebeento themovie theatremore this year and 29 percent have been to themovietheatrelessfrequently.Theseresultsareshowninthefollowingfigure.
Figure5:TraditionalMovieTheatreUsage
Source:iGR,2016
Interviews
TheMillennialsinterviewedwereaskedhowtheydefineTVandtheirresponseswerebasicallysplitintotwogroups:thosewhothinkthatTVincludesstreamingandthosewhothinkthatstreamingservicesareseparateanddistinctfromTV.
ThefollowingquotesarefromseveralMillennialswhobelievethatTVincludesstreaming.
• “IdefineTVasNetflix.”
• “IuseanAppleTV.”
• “TVisanythingthatyoucanwatchandstream.”
• “Anyshowthatisbroadcastliveorthatyoucanfindstreamingonline.”
• “IdefineTVasthingsthatwouldtraditionallybeshownonTV,butImightstillwatchonmycomputer.”
On the other hand, these Millennials distinguish between TV and otherentertainmentservices.
25.7%
39.0%
29.7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Morethisyearthaninprioryears Aboutthesamethisyearasinprioryears Lessthisyearthaninprioryears
Copyright©2016iGillottResearchInc.12
• “IwouldconsiderNetflixasubscription-basedstreamingservice.”
• “IguessIusuallywatchcableTVwithotherpeopleandIusuallywatchNetflixalone.”
• “WhenIthinkofTV,Ithinkofanactualtelevision.”
• TVis…“videosthatweremadetobeshownataspecifictime.”
VideosareobviouslyapopularentertainmentmediumforMillennials,but iGRalsoaskedtheintervieweesiftheywouldtheyprefertogetinformationaboutasubjectviaaudio,videoorawrittenformat.Followingareafewsamplesoftheirresponses,whichwereevenlysplitbetweenthethreechoices.
• “Watchingavideofeelsmorecasual.Itdoesn’tfeellikeyou’retryingtokeepupwiththenews.”
• “I’vejuststartedtoenjoyreadingmoreandIthinkpeoplearemorearticulatewhenthey’rewriting.”
• “Probablyaudio.It’susuallyaloteasierforme.I’monthegoalot.IliveinNewYork,soeitherI’mrunningorworkingordoingsomething.”
iGRaskedtheMillennialstogiveaone-wordanswertodescribetheirimpressionof several entertainment services. The following table summarizes theirresponses.
Table1:EntertainmentServices-OneWordAnswers
Netflix YouTube Hulu AmazonPrime
“Binge” “Funny” “Outdated” “PlanB”
“Binge-watching” “Convenient” “Easy” “Expensive”
“TVshows” “Music” “Unnecessary” “Movies”
“Television” “Free” “ExpensiveNetflix”
“Variety” “Easy” “Ugh…obscure”
“Fast” “Universal” “Everything”
“Fantastic” “Videos” “Annoying”
“Great” “Accurate” “No”
“Loveit”
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Source:iGR,2016
Millennialswereaskedabout the importanceofadvertising. Specifically, theywereaskediftheywouldprefer“freewithads”ortopayforaservice.Followingaresomeoftheirthoughts:
• “I think advertising is just part of everything we do and if it is on yoursmartphone,Ireallydon’tthinkitmakesthatmuchofadifference.”
• “Sometimes it’s frustrating, like if itpopsupwhenyou’re in themiddleofsomething.”
• “It’sannoying,butaslongasthereisan“X”buttonwhereIcancloseit,Idon’thaveanissuewithit.”
Summary
Millennialshavedefiniteviewsabouttheirentertainmentoptionsandgenerallyconsumetheirentertainmentcontinuouslythroughouttheirday.Theywillfindentertainmentbothathomeand“onthego”,onavarietyofdevices,andthroughanalwaysincreasingnumberofsources,suchasNetflix,YouTube,theirownDVDcollections,andeventraditionalTV.
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Communications
Millennials have a wide range of communication options including moretraditional options such as voice calls, email, and texting services providedbytheirmobileoperator. TheyalsoregularlyuseOTTservices,suchasSnapchat,WhatsApp,andGroupMe,andvideochatservicesfromFaceTimeandSkype.
SurveyResults
Survey respondents were asked to consider how frequently they engage inseveral communication services. Their choices of frequency ranged from “lessthanoncepermonth”to“onceperweek”to“multipletimesperweek”to“onceperday”andfinallyto“continuouslythroughthedayormultipletimesperday.”As shown in the following figure, iGR found that at this highest frequency(continuouslyormultipletimesperday),63percentofrespondentsuseSnapchat,59percentuseWhatsApp,and18percentuseFaceTime.
Figure 6: Percent of Millennials that Engage in Communications ActivitiesContinuouslyorMultipleTimesperDay
Source:iGR,2016
Interviews
AlandlinephoneisacommunicationdevicethatisalmostunknowntoMillennials,asmanyoftheirparentsremovedtheirhomephoneyearsbeforetheMillennialsbecameadults.AccordingtooneMillennials,whowasaskedtoassociateawordwiththedevice,“telephone”equatesto“oldpeople.”
62.5%58.8%
18.1%
0%
10%
20%
30%
40%
50%
60%
70%
Snapchat WhatsApp FaceTime
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iGRaskedtheMillennialstogiveaone-wordanswertodescribetheirimpressionofseveralOTTcommunicationservices,andthefollowingtablesummarizestheirresponses.
Table2:CommunicationServices-OneWordAnswers
Texting Snapchat GroupMe Gmail FaceTime
“Easy” “Inappropriate” “Frat” “Work” “Girlfriend”
“Draining” “Millennial” “Annoying” “Helpful” “Natural”
“Filler” “Handy” “Noisy” “Business” “Thefuture”
“ShortTerm” “Funny” “Grouptext” “Mail” "WiFi”
“Constant” “Pointless” “Unnecessary” “Useful” “Connecting”
“Communication” “Pictures” “Funny” “Spam” “Fun”
“Slow” “Annoying” “Informative” “No” “Commitment”
“NewEra” “Friends” “Group” “Linked” “Funny”
“Necessary” “Awesome” “Community” “Professional” “Relevant”
“Straightforward” “Fun” “Fast”
“Simple” “Variety” “Awesome”
“Creative”
“Unnecessary”
“LongDistance”
“Communication”
Source:iGR,2016
AlthoughMillennials obviously use a wide range of services, they do tend tochoose different services for different uses or to communicate with differentpeople,asseeninthefollowingquotes:
• “Facebookforfamilymembers.They’renotreallyonInstagram.”
• “WithparentsIdefinitelyemail.”
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• “IuseWhatsApporFacebookMessengerforpeoplewhoareoverseas.”
• “I’mdefinitelymorelikelytomessagesomeoneonFacebookthatIhaven’ttalkedtoinawhile.”
• “I use GroupMe for school, and for my parents I’ll just text them withiMessage.”
Summary
BecauseMillennialshavenofearoftechnology,theyarewillingtotryandadoptthelatestcommunicationstools.ThesetoolsincludeaneverincreasingchoiceofOTTservices,suchasWhatsApp,Snapchat,Instagram,FaceTimeandGroupMe.ItisclearthatMillennialscanandwilldrivethenextbigthingincommunications.
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Security
Many aspects ofMillennials’ lives are online and are accessiblewith a laptopcomputer–thethingstheybuy, thethingstheydo,howtheyfeel,andwheretheylive.However,Millennialsaremuchmoreawareandcautiousabouttheironlineprivacyandsecuritythanmightbeexpected.
Interviews
Millennialshaveeachsettheirownprivacystandardsregardingtheirsocialmediaposts,whicharedemonstratedinthefollowingquotes:
• “IthinkIfiltermyselfbeforeIputitonthere.”
• “Ijustdon’tlikepeoplebeingabletoseepersonalstuff.Iwouldneverputmynumberonsocialmedia.”
• “Idon’tlikecheckingin.Idon’twanttotellpeoplewhereIam,butifIpostapictureI’llputthelocationofwhereIwas.”
• “I’m always very careful about putting anything location-based on myFacebook.”
Further,Millennialsareverycautiouswhenchoosingwhichwebsitestheyuseforpurchases.
• “WhenIbuyonline,IalwaysmakesurethewebsitethatI’mbuyingfromhasthe‘s’onthehttp.”
• “IalwaysstartwiththeplacesIknowthebest.”
• “It’snotthemosteducatedcriteria,butusuallythevisualaspectofthesite.Usuallyifit’safleshedoutinterface…andtheimplementationofPayPal.
• “Priceandreputation.”
iGRbelieves that thewallet and thephonewillmerge intoone in the comingyears, as applications like Apple Pay continue to grow in popularity. SomeMillennialshaveconcerns,asshowninthefollowingquotes:
• “I’maclutzandIalwaysdropmyphone,soitwouldmakemealittlenervouswitheverythingbeingonmyphone.”
• “I’dlikeit,butI’dalsowanttohavethepaperversionofsomething,aswell.”
• “Eventhoughmyphonemightbechargedalltheway,I’dstillgetparanoidthatitwoulddieandIcouldn’tgetonmyflight.”
• “IwouldhavesecurityconcernsconsideringifIlostmyphoneormisplacedit.”
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• “Iwon’thaveachoiceinacoupleofyears.”
Summary
Millennialswanttofeelsafewhentheyareonline,andtheyareveryclearaboutwhatinformationtheywanttoshareandwithwhom.Inshort,Millennialsaren’tobliviousregardingsecurity,they’resavvy.
Copyright©2016iGillottResearchInc.19
SocialMedia
Millennials are the first generation to grow up in a world where their firstimpression of a person is formed online, not in person or on the phone. AMillennials’entiresociallifeisenabledbyanddependentontheirmobiledevices.
SurveyResults
Survey respondents were asked to consider an average week and were thenaskedhowfrequentlytheycheckorupdatetheirsocialmediawhiletheyareathomeor“onthego”,which iGRdefinesasnotathome,workorschool.Theirchoicesoffrequencyrangedfrom“lessthanoncepermonth”to“onceperweek”to “multiple times per week” to “once per day” and finally to “continuouslythroughthedayormultipletimesperday.”
As shown in the following figure, iGR found that at this highest frequency(continuously ormultiple times per day),while at homealmost 75 percent ofMillennials check their social media apps, and 48 percent update their socialmedia.Whentheyareonthego,71percentchecktheirsocialmediaandalmost60percentupdatesocialmediacontinuouslyormultipletimesthroughouttheday.
Figure 7: Percent ofMillennials that Engage in SocialMedia Continuously orMultipleTimesperDay
Source:iGR,2016
Millennialscheckandupdatetheirsocialmediastatusmorethananyotheragegroup,andnoneoftheMillennials iGRinterviewedorsurveyedforthisprojectcheckedtheirsocialmedialessthan2-3timesperweek.Thisagegroupistrulyconnectedsociallyonline.
74.5%71.3%
47.8%
58.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
AtHome OntheGo
CheckSocialMedia UpdateSocialMedia
Copyright©2016iGillottResearchInc.20
Interviews
iGRaskedtheinterviewedMillennialstogiveaone-wordanswertodescribetheirimpressionofseveralsocialmediaapps,andthefollowingtablesummarizestheirresponses.
Table3:SocialMedia-OneWordAnswers
Facebook Snapchat GroupMe
“Networking” “Millennial” “Unsure”
“Connecting” “Funny” “Don’tuseit”
“Friends” “Friends” “Unnecessary”
“Necessary” “Entertainment” “Annoying”
“Parents/Family”
“Old”
“Ads”
Source:iGR,2016
TheseresponsesindicatethatFacebook,thoughconsiderednecessary,maybealittle too ‘mainstream’ for Millennials. Consider the following additionalcommentaboutFacebook:
• “Idefinitelydon’tuseFacebookasmuch.Irealizethatnoonecares,andIdon’tcare.”
Other applications, suchas Snapchat and Instagram,maybeperceivedas lessconventional,whileGroupMeisnotaspopularwiththeMillennialsinterviewed.
Millennialswill usewhatever helps them connect and socialize. When a newsocialmediaapp is launched, itneedsacriticalmassofuserstobesuccessful.WhenaMillennialseeshisorherfriendsusinganapplicationmore,heorshewillstartusingit,also.Butwhensomethingbecomesmainstream,theyloseinterest.
Thisisthesamephenomenonbehind“oldies”(thosenotaMillennial!)flockingtoFacebookbecausetheirkidswereusingit.However,nowthekidsareleavingforfreshershores.Thisiswhatkidsandparentshavealwaysdoneandprobablywillalwaysdo.Somemore,someless,butthetrendisthesame.
Copyright©2016iGillottResearchInc.21
Summary
ForMillennials,thevirtualinteractioncanbejustasrealandjustasfulfillingasanin-personinteraction.Theappandthedevicearen’tusedtoconnect;theyaretheconnection.
Ifsomethingcomesaroundthatmakesthatconnectioneasier,moreimmediateand more visceral, then Millennials—and probably the generations behindthem—willjumptoit.