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The Millennial Index: Gen Y Research

The Millennial Index

I’d not call it the definitive source of research (The Millennial Index) on millennials, however, I’d say it’s another source to look at and see how it reflects a generation.

  • Just 15% of Millennial spend 3 hours or more on Twitter a week
  • Only a minority (41%) spend more than 3 hours a week on Facebook and 29% spend more than 3 hours a week on YouTube
  • 65% of Millennials spend more time accessing the internet via a laptop or desktop PC than via their smartphone or tablet

I’ve spend this year targeting youth and my generation more than any other year with my career. Digging into the numbers with helping client’s design websites, understand how my generation uses technology and what privacy actually means to us. Teens are more savvy then some give them credit for but they still have a lot to learn as they navigate the Internet and how it truly works.

YouTube Comedy Week 2013

YouTube: Comedy Week 2013

With YouTube dominating the distribution of video content and only truly being challenged by Facebook, which won’t change in the near future. The big reason for this being Facebook’s focus on photos vs videos as its curent redesign and purchase of Instagram shows.

I found it odd to see a huge banner at Westfield Shepherds Bush advertising for next weeks Comedy Week that YouTube is putting on. It’s a very traditional platform to advertising an even that’s taking place entirely online.

When a web/advertising company still finds value (branding/awareness) in blanketing subway stations in NYC or Washington or buying banners at a major retail mall in London, UK… there must be strong business reason behind the move. Google rarely wastes money when it comes to increasing it’s brand awareness.

Facebook Connect Live Sites

Having spent part of this year helping create strategies for clients which included using some part of Facebook’s Connect Open Graph. I was hard pressed to find any real resources for online that had great examples and more importantly diverse examples of websites using the Open Graph very well.

After doing a few days of research. I called my contact at Facebook and Beth saved me more house of research by showing me Facebook’s own wiki: Facebook Connect Live Sites. If you ever need to see what your competitors or another industry is doing. Then you’ve a diverse and one stop source for that information now. I know I use it more now that I know it exists.

Facebook Usage Declining

Reports are coming in over the weekend that Facebook usage is starting to decline among teens. This was always a question of when for Facebook and not if.

Social networks in general take up a large portion of teens’ time online – over 80% of it according to this survey. The Facebook burnout isn’t affecting all of these youthful social networkers: 90% of teens say they use social networks and prefer Facebook above all others. However, nearly a fifth of these (19%) say they use the site less often, or have stopped altogether in recent weeks. Also, 21% of those surveyed say that their friends are using Facebook less often than before.

So what does this mean? Do we go vertical like I talked about on Saturday. I think that’s one option. However, the other option is really the one we should have been looking at as well. Building out your own database of information on your consumers. To many brands rely on Facebook to be the keepers of information about their consumers and that’s going to be a challenge as Facebook becomes less relevant over time.

Facebook And Twitter Users Spend 1.5x More Online

Brian Solis over at his blog had a great piece up last Friday:

Facebook and Twitter users spend 1.5x more online than the average Internet user.

Some of the findings in the report include the following:

  1. Taking a snapshot view, members of social networking sites spend 1.5x more online than the average Internet user.
  2. 23% of Twitter users follow businesses to find special deals, promotions, or sales. Of that, 14% of Twitter users reported taking to the stream to find and share product reviews and opinions.
  3. On Facebook, heavy users spend on average $67 online, topping the total internet average of under $50. Active Twitter users weren’t far behind, spending on average $63.

If you’re following a brand to get deals then you can also say you somewhere prefer that brand over others in the category. Why would anyone follow a brand they don’t like to just get a deal? Doesn’t make any sense. More brands need to understand this and start leveraging this opportunity to make more money.

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