Berchenko Yuri Digital Native
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Transcript of Berchenko Yuri Digital Native
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
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