Microsoft Millennials_UK_FINAL
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Meet The <strong>Millennials</strong><br />
Who they are, how to market to them<br />
& how we can help
<strong>Millennials</strong> – Who are they?<br />
Gen X - born 1960-1979<br />
Aged 35-54<br />
Judgemental<br />
Anti-corporate<br />
Parents = authority figures<br />
Mass Media<br />
<strong>Millennials</strong> - born 1980-1999<br />
Aged 15-34<br />
Leaning Forward, Engaged<br />
Inclusive, Tolerant<br />
Conscience Commerce<br />
Parents = Biggest fans, Best friends<br />
Personal Media
Value Me<br />
<strong>Millennials</strong> are aware<br />
that their personal data<br />
is valuable<br />
Why it’s<br />
happening<br />
Misuse of personal data<br />
means managing data<br />
online is a growing topic<br />
of conversation<br />
The future<br />
<strong>Millennials</strong> feel they are<br />
due a slice of the pie.<br />
When they share their<br />
data, they expect value<br />
in return
Value Me<br />
Topline data<br />
51%<br />
of <strong>Millennials</strong> are<br />
willing to sell ALL their<br />
digital data to the<br />
right brand at the<br />
right price.<br />
56%<br />
of <strong>Millennials</strong> are more<br />
likely to buy from you 13 %<br />
if you reward us for<br />
our digital information<br />
59 %<br />
30 % 22 %<br />
THREE QUARTERS of <strong>Millennials</strong> seek out loyalty<br />
programmes<br />
31 %<br />
Source: <strong>Microsoft</strong> Digital Trends <strong>UK</strong>/‘Born This Way: The <strong>UK</strong> Millennial Loyalty Survey’, AIMIA Research, 2013
Creator<br />
Culture<br />
“Coding for me is a bit like drawing<br />
or sketching, or perhaps even more<br />
like Lego for grown-ups. It’s<br />
something I like to play around with,<br />
build things, or even create things<br />
that have a life of their own.”<br />
Millennial Interviewee<br />
Why it’s<br />
happening<br />
<strong>Millennials</strong> want bespoke<br />
as standard – why wait for<br />
brands to provide a<br />
personalised item when<br />
you can create it yourself<br />
The future<br />
‘Coding Clubs’ are<br />
becoming part of<br />
education, teaching<br />
coding basics to children<br />
as educators and policy<br />
makers recognise the<br />
need
Creator Culture<br />
Topline Data<br />
80%<br />
More likely than <strong>UK</strong> online adults to<br />
be currently making or adapting their<br />
own digital devices.<br />
40%<br />
of <strong>Millennials</strong> expect brands to be<br />
open and allow us to create a new<br />
product or service by using the<br />
brand’s original design and features.<br />
Source: <strong>Microsoft</strong> Digital Trends <strong>UK</strong>
Niche<br />
Networks<br />
<strong>Millennials</strong> are choosing closed<br />
and dedicated networks for<br />
different aspects of their online<br />
lives.<br />
Why it’s<br />
happening<br />
The future<br />
Consumers are looking for<br />
more personal and local<br />
experiences online<br />
Specialised sites for<br />
smaller networks with<br />
more relevant content
Niche Networks<br />
Topline Data<br />
38%<br />
of <strong>Millennials</strong> are using more<br />
specialist social networks dedicated<br />
to our precise needs over general<br />
services.<br />
43%<br />
of <strong>Millennials</strong> are more likely to<br />
interact with genuine connections.<br />
Source: <strong>Microsoft</strong> Digital Trends <strong>UK</strong>
Age of<br />
Serendipity<br />
<strong>Millennials</strong> seek technologies<br />
that surprise them at the right<br />
time and place, and when they<br />
are in the right frame of mind<br />
Why it’s<br />
happening<br />
The future<br />
As data makes the world<br />
more predictable,<br />
consumers still want a<br />
sense of surprise<br />
Technology will know you<br />
so well that it will delight<br />
you in ways you could<br />
never imagine
Age of Serendipity<br />
Topline Data<br />
43%<br />
of <strong>Millennials</strong> expect<br />
technology to deliver<br />
surprising experiences<br />
that feel like<br />
coincidences.<br />
58%<br />
are more likely to buy a<br />
product or service from<br />
a brand that delivers<br />
pleasantly surprising<br />
experiences<br />
Serendipitous encounters will strengthen our<br />
emotional connection with technology and<br />
maximise fun.<br />
Source: <strong>Microsoft</strong> Digital Trends <strong>UK</strong>
So what does all this mean?<br />
Get the value<br />
Become the<br />
conversation starter<br />
Open To Possibility<br />
exchange right<br />
Generate subtle encounters<br />
to seed ideas and allow for<br />
Give them more Leverage technology<br />
early exploration<br />
control over their to create<br />
data & they’ll give serendipitous<br />
you more<br />
experiences<br />
engagement<br />
Entrust them with your<br />
brand<br />
Enable <strong>Millennials</strong> to<br />
create their own<br />
versions through<br />
curated content and<br />
experiences<br />
Find your niche<br />
And enter<br />
conversations around<br />
it<br />
Source: <strong>Microsoft</strong> Digital Trends
Ultimately <strong>Millennials</strong> are looking for…<br />
Brands who are…<br />
premium yet accessible, savvy<br />
yet approachable, massively<br />
personal, uses<br />
technology as a<br />
fun enabler and feels<br />
like a movement
<strong>Millennials</strong> multi-screen more than the average<br />
consumer<br />
90% of<br />
<strong>Millennials</strong> say<br />
they multi-screen<br />
37% of ALL time<br />
watching TV is also<br />
spent surfing the net<br />
Source:EIAA Mediascope 2012
Key for Marketers: Choose the right screen<br />
combination for the goal<br />
Most Fun Most Social Most Attention
They’re not just multi-tasking, they’re engaging<br />
with content they care about<br />
Multi-tasking Investigative Social Intent-based<br />
79% 72% 64% 67%<br />
Different content across<br />
devices at the same time<br />
Related content across devices at the same time<br />
Related content across devices<br />
sequentially<br />
70% of Total <strong>UK</strong> consumers<br />
64% of Total <strong>UK</strong> consumers 39% Total <strong>UK</strong> consumers<br />
45% of Total <strong>UK</strong> consumers<br />
Source: <strong>Microsoft</strong>/Ipsos/Flamingo Research, “Cross-Screen Engagement Study”.
<strong>Millennials</strong> are influenced and<br />
influence purchase decisions<br />
Make Price Comparison In-Store<br />
31%<br />
39%<br />
<strong>Millennials</strong><br />
Non-<strong>Millennials</strong><br />
Writing Product Reviews Makes Me Feel Like I<br />
Am Helping Others<br />
18%<br />
43%<br />
39%<br />
Seek Opinions From Social Networkers Before<br />
Purchase<br />
I feel that what I buy influences the purchases<br />
of my friends<br />
27%<br />
32%<br />
41%<br />
11%<br />
<strong>Millennials</strong><br />
The only brands I would consider following on<br />
Facebook or Twitter would be my favourite<br />
brands<br />
29%<br />
35%<br />
36%<br />
32%<br />
Check User Reviews Before Purchase<br />
Non-<strong>Millennials</strong><br />
When I hear about good deals, I like to spread<br />
the word to my friends<br />
18%<br />
Disagree Neither Agree or Disagree Agree<br />
32%<br />
50%<br />
35%<br />
46%<br />
<strong>Millennials</strong><br />
Non-<strong>Millennials</strong><br />
Source: ‘Born This Way: The <strong>UK</strong> Millennial Loyalty Survey’, AIMIA Research, 2013;<br />
17
How <strong>Microsoft</strong><br />
Advertising Can Help
Reaching the <strong>Millennials</strong><br />
71% 142 8.1 177%<br />
Open To Possibility<br />
Reach Generate on a monthly subtle encounters Composition Index<br />
basis to seed ideas and allow for<br />
7.4Mearly Outlook exploration Increasing to 176 on<br />
7M MSN<br />
Xbox Live<br />
3.5M Skype<br />
2.3M Xbox<br />
Average minutes per<br />
visit<br />
Increase in branded<br />
search activity or<br />
brand site visitation<br />
after ad exposure<br />
on our network 2<br />
Experiencing<br />
Create easy sharing<br />
tools to enable<br />
validation and allow<br />
for easy advocacy<br />
Source: GB TGI Clickstream 2013 Q3 (Apr 2012 – Mar 2013) 15-34/2 <strong>Microsoft</strong> Internal Report Aug-Sep 2012
Millennial on <strong>Microsoft</strong> sites are unique to us<br />
<strong>Microsoft</strong> sites reach<br />
12.2M<br />
<strong>Millennials</strong><br />
not on<br />
Sources: comScore Audience Duplication, November 2013; (Millennial defined as people in the age group18-34)<br />
20
Platform Usage<br />
Among <strong>UK</strong><br />
<strong>UK</strong> <strong>Millennials</strong> index to MSN General Audience<br />
<strong>Millennials</strong><br />
141<br />
<strong>Microsoft</strong>’s <strong>Millennials</strong> spend time on<br />
Bing Apps, Xbox, 3rd Party Apps and<br />
Skype<br />
When compared to the general<br />
audience they are 41% more likely to<br />
be on Skype<br />
58 57<br />
Skype 3P Bing Xbox<br />
47<br />
Source: Based on Audience Ad Exposures from <strong>Microsoft</strong> Internal Reports, Dec 2013<br />
21
% Daily Visits<br />
When do <strong>Millennials</strong> use our services?<br />
8%<br />
7%<br />
% Daily Visits<br />
<strong>Millennials</strong> over index for visits<br />
when compared to the general<br />
MSN user between 7-10PM (Index<br />
103) and 11PM-2AM (Index 117).<br />
There are more <strong>Millennials</strong> online<br />
during these times of the day than<br />
the general MSN user<br />
6%<br />
5%<br />
4%<br />
3%<br />
2%<br />
1%<br />
0%<br />
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23<br />
Hour of the Day<br />
<strong>Millennials</strong><br />
General MSN User<br />
22<br />
Source: <strong>Microsoft</strong> Advertising Internal Reports for <strong>UK</strong>, December 2013
Apps Day in the Life of a Millennial in <strong>UK</strong><br />
Morning (7-10am):<br />
11% of activity<br />
Mid-day (11am-2pm):<br />
19% of activity<br />
Early Evening (3-6pm):<br />
25% of activity<br />
Late Evening (7-10pm):<br />
24% of activity<br />
Night (11pm-2am):<br />
15% of activity<br />
Skype<br />
Video<br />
Games<br />
Games<br />
Music<br />
Skype<br />
Video<br />
Skype<br />
Games<br />
Video<br />
Music<br />
Skype<br />
Video<br />
Games<br />
Music<br />
Entertainment<br />
Skype<br />
Video<br />
Bing News<br />
Sports<br />
Bing News<br />
23<br />
Source: Based on Audience Ad Exposures from <strong>Microsoft</strong> Internal Reports, Dec 2013
Advertising on <strong>Microsoft</strong> Advertising drive brand<br />
engagement among <strong>Millennials</strong><br />
Lift in brand activities post exposure<br />
Lift in Unique Users by Vertical<br />
FMCG<br />
510%<br />
Autos<br />
225%<br />
Technology<br />
200%<br />
Retail<br />
187%<br />
Entertainment<br />
165%<br />
Telecom<br />
127%<br />
Financial<br />
Services<br />
72%<br />
(*177% Lift)<br />
24<br />
Source: <strong>Microsoft</strong> Advertising Internal Reports for <strong>UK</strong>, based on a sample set of advertisers with campaigns on 10/13/2012 to 09/30/2013. Control group: 1) Not exposed 2) Visit the ads location during campaign<br />
period 3) Meet delivery conditions 4) Have similar brand behaviors as exposed before campaign; Brand behaviors included branded search and visits to advertiser sites
<strong>Millennials</strong>: Skype and<br />
Xbox
Why choose Skype for <strong>Millennials</strong><br />
Index<br />
<strong>Millennials</strong> are<br />
affluent (28%<br />
have HI>£30K)<br />
and financially<br />
independent<br />
(59% are<br />
employed parttime/full-time)<br />
32%<br />
<strong>Millennials</strong> purchase<br />
clothing and<br />
footwear regularly<br />
online<br />
30%<br />
<strong>Millennials</strong> consider<br />
quality of products as<br />
the most important<br />
deciding factor in<br />
retail shopping<br />
96%<br />
<strong>Millennials</strong> use online<br />
video sites<br />
75%<br />
<strong>Millennials</strong> have<br />
downloaded apps for<br />
their mobile phones in<br />
the last 12 months<br />
64%<br />
<strong>Millennials</strong> have<br />
been on holiday trips<br />
in the last 12 months<br />
54%<br />
<strong>Millennials</strong> use the<br />
internet once a week<br />
or more often for<br />
accessing banking<br />
services<br />
26<br />
Source: TGI GB 2013 Q4 (July 2012 - June 2013)
Xbox opportunities for <strong>Millennials</strong><br />
14.5M<br />
<strong>Millennials</strong> on Xbox<br />
live<br />
69%<br />
Male<br />
24%<br />
Have obtained a<br />
University degree<br />
(Bachelors/Masters)<br />
27%<br />
HHI> £30K<br />
28%<br />
Of Xbox Live <strong>UK</strong><br />
<strong>Millennials</strong> are 94%<br />
more likely to purchase<br />
Computer Hardware &<br />
Accessories Online<br />
than the general online<br />
population<br />
35%<br />
Of Xbox Live <strong>UK</strong><br />
<strong>Millennials</strong> are 12%<br />
more likely to pay their<br />
bills online(e.g. gas &<br />
electricity)than the<br />
general online<br />
population<br />
22%<br />
of Xbox Live <strong>UK</strong><br />
<strong>Millennials</strong> are 13%<br />
more likely to use<br />
desktops for their<br />
personal finances than<br />
the general online<br />
population<br />
25%<br />
of Xbox Live <strong>UK</strong><br />
<strong>Millennials</strong> are 64%<br />
more likely to read or<br />
write twitter feeds than<br />
the general online<br />
population<br />
Source: TGI GB 2013 Q4 (July 2012 - June 2013)<br />
27
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