#Sempl16 natasa kejzar_millenials

Millennials are shaping media worldAt the home and on the go with millennials

Nataša Mohorč Kejžar| November 2014

© Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: [email protected] www.ipsos.com


ME ME ME and ONLY ME, NO MATHER WHERE AND HOW

Any difference?

1980


2014

STEP TOWARD UNDERSTANDING MILLENNIALS


STEP TOWARD UNDERSTANDING MILLENNIALS


More choices,

more selectivityPractical, result

oriented

Multitaskers

Digital NativesBalanced Lives

Less Reading

Experential and

Exploratory

learners

Flexibility /

Convenience

Personalization

and customization

Impatience

http://www.google.si/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.connectiv.de%2Fde%2Faktuelles%2Farchiv%2Fdigital_natives_eine_generation_wird_erwachsen.html&ei=TRRzVILxBMGZNqe0g-AP&psig=AFQjCNH11PGbZFvEtrDtFqeWuJxg7pr5GA&ust=1416914355065211

Y PHILOSOPHY


NEED TO LIKE

WANT TO BUY IF SPECIAL

© Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: [email protected] www.ipsos.com© Ipsos If you are interested in learning more, please contact: Nataša Mohorč Kejžar t: +386 590 26 806 e: [email protected] www.ipsos.com

Millenials in Adria Region

SELF PERCEPTION (where we can find significant higher % compared with total population)

SLO

DYNAMIC 62%

AMBICIOUS 59%

TENSIVE 21%NAIVE 24%

CRO

DYNAMIC 60%

AMBICIOUS 58%

VENGEFUL 6%IMPATIENT 28%

SRB

DYNAMIC 66%

AMBICIOUS 63%


BIH

DYNAMIC 71%

AMBICIOUS 69%


MAK

DYNAMIC 71%

AMBICIOUS 67%

IMPATIENT 22%NAIVE 21%

RESPONSIBLERESPONSIBLEBRAVEBRAVE

CONFIDENTCONFIDENT

ORGANIZEDORGANIZED

BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group 15 - 35

?

IMPORTANT MOMENTS IN LIFEImportant moments of life for the past 12 months and for the future 12 months.

RENOVATING

FLAT

GRADUATION

BEGINNING OF

STUDY

JOB SWITCH OVER

FIRST JOB

BUYING CAR

BRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35

PERCEIVED FINANCIAL SITUATION according to year ago


THE SAME 38%

BETTER 11%

In all Adria region, young people are more optimistic about their own financial situation compared to the entire population.

THE SAME 38%

BETTER 9%

THE SAME 44%

BETTER 10% THE SAME 54%

BETTER 11%

THE SAME 50%

BETTER 14%


Millenials media consumption in Adria Region

MILLENIALLS ARE DEMANDING MORE

MILLENIALS ARE, TOGETHER WITH MEDIA, FACING DIGITAL

REVOLUTION

BUT IS DIGITAL KILLING THE MEDIA….

…OR ONLY THE TOOLS THEY USE TO ACCESS MEDIA CONTENT

DIES?

THE TV SET IS STILL ALIVE….

MAK: 97%BIH: 93%SLO: 91%SRB: 90%CRO: 85%

WATCHING TV IN ADRIA REGION:

WATCHING TV AT LEAST ONCE A

DAY:

BIH: 80%CRO: 78%SRB: 75%MAK: 75%SLO: 64%

In all countries a certain value calculated on a target group is lower in comparisone to the

value calculated on total population


NEWSPAPERS AND MAGAZINES HAVEN‘T GOT AWAY….

MAK: 32%SRB: 29%SLO: 28%BIH: 28%CRO: 26%

READING NEWSPAPERS OR

MAGAZINES:

SLO: 27% of them prefer reading magazines more than newspapers.

HRV: 22% of them read newspapers each day.

SRB: 23% of them always gladly leaf through luxuriously arranged magazine.

BIH: 12% often participate in prize games in newspapers and magazines.

MAK: 18% of them buy daily newspapers if gifts are attachedBRANDpuls (syndicated research), 2nd wave 2013 and 1st wave 2014; target group: 15 - 35

In all countries a certain value calculated on a target group is lower in comparisone to the

value calculated on total population

AND THEY STILL LISTEN TO THE RADIO….

SLO: 83%MAK: 70%CRO: 59%SRB: 66%BIH: 49%

RADIO LISTNER:

In SRB and MAK certain value calculated on a target group is higher in comparison to the

value calculated on total populationLISTENING TO THE RADIO EACH

DAY:

SLO: 46%CRO: 37%SRB: 30%BIH: 21%MAK: 25%


AND THEY GO OUTSIDE THE HOUSE FROM TIME TO TIME….

THEY DO FIRST NOTICE ADVERTISEMENT ON OUTDOOR SURFACE:

SLO: 45%

SRB: 25%

HRV: 17%

MAK: 15%

BIH: 4%


THAN ALONG HERE IS THE INTERNET, SMARTPHONES AND TABLETS

WELCOME TO THE NEW NORMAL

CONSTANTLY CONNECTED

1990 2014GIVING and

GETTING STROKES

PERSONALISATION

MORE DEMANDING,

SOPHISTICATED and SELECTIVE

INTERNET

USING INTERNET EACH DAY:


66% SLO 66% SLO / 47% HRV 47% HRV / 75% BIH 75% BIH are watching TV and surfing internet (through

smartphone, tablet, laptop,…)

INTERNET is a medium which is trusted the most, without which the analyzed target group would not be able to

imagine their life

SOCIAL NETWORKSFacebook leads, Youtube, Twitter, Google, Pinterest, Instangram…rising fast

NEW RELATIONS FRIENDS SOCIALIZING

INFORMATION DEBATING


ONLINE SHOPPING IS SIGNIFICANT

between 15 and 35 years were shopping online for the last 6 months.

SLO

CRO

SRB

BIH

MAK


SMARTPHONE


Some statements of millenium generiation about mobile phones:

Via messages I can express much more than via phone cells.

I like to buy good mobile phone even if it costs more than I have planned.

The phone design is very important to me.

I like that my mobile phone reflects my personality.

I use mobile phone for different things: calls, messages, listen to the music,…

I am attached on my mobile phone.

When I want to be alone or I don‘t feel like talking, I don‘t answer my mobile phone.

EMOTIONAL

FEELINGS

over

RATIONAL FEELINGS


How to tap into the Millennials mindset

TIMING IS

IMPORTANT

BE GENUINE Use the technological tools to establish

relationship with them

Use social media creatively to separate message

from the hundreds of others

Provide timely relevant information, consistant

with brand

THINK OUT OF

THE BOX

Find purpose, and then find your surface

Millenials don't care what technology is used. It is important Millenials don't care what technology is used. It is important what kind of activities enable these technologies.what kind of activities enable these technologies.

Be genuine on timing and think out of the box through Be genuine on timing and think out of the box through different communication channels.different communication channels.

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THANK YOU FOR YOUR TIME

Nataša Mohorč KejžarEmail: [email protected]

mobile: 051 683 905

www.ipsos.com

#Sempl16 natasa kejzar_millenials

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