Transcript Title of Presentation Subhead

The State of Millennials
Capital Cabal – Washington DC
July 13, 2011
Lee Rainie: Director, Pew Internet Project
Email: [email protected]
PewInternet.org
Portrait of a
generation
Population
Race and ethnicity
Male education level
Female education level
Community type
Marital status
Distinctive values
http://pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/
Technology and
media
Self-definition = technology aptitude
Internet users – 78% of adults
100%
90%
80%
70%
60%
50%
94%
40%
85%
76%
30%
72%
53%
20%
30%
10%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older
Silent
Boomers (57- Generation
65)
(66-74)
Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.
G.I.
Generation
(75+)
B-band at home – 61% of adults
80%
70%
60%
50%
40%
74%
71%
60%
30%
20%
53%
38%
10%
17%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
Silent
(57-65)
Generation
(66-74)
G.I.
Generation
(75+)
Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.
Digital devices
Millennials Gen X
(18-34) (35-46)
Younger
Boomers
(47-56)
Older
Silent
G.I.
All online
Boomers Generation Generation adults
(57-65)
(66-74)
(75+)
(18+)
Cell phone
94%
89%
86%
77%
70%
41%
83%
Desktop
computer
55%
67%
62%
61%
48%
29%
57%
Laptop
computer
70%
63%
58%
49%
32%
14%
56%
69%
57%
36%
24%
10%
5%
44%
63%
63%
38%
19%
8%
3%
42%
12%
14%
14%
12%
6%
5%
12%
12%
9%
8%
7%
2%
1%
8%
iPod or MP3
player
Game
console
e-Book
reader
Tablet, like
iPad
Smartphone ownership - 35% of adults
60%
50%
40%
30%
51%
20%
39%
24%
10%
21%
12%
8%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
(57-65)
Silent
Generation
(66-74)
Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.
G.I. Generation
(75+)
Smartphone activities
Millennials over-index on …
•
•
•
•
•
•
•
•
Texting use
Taking pictures on smartphone
Going online using smartphone
Downloading apps
Email on smartphone
Recording video on smartphone
Playing music on smartphone
Playing games on smartphone
Wireless connectors - smartphone and/or
laptop and/or tablet - 59% of all Americans
90%
80%
70%
60%
50%
40%
81%
74%
30%
54%
20%
44%
26%
10%
9%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
(57-65)
Silent
Generation
(66-74)
G.I. Generation
(75+)
Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.
% of internet users in each generation who
use social networking sites – 65% of int. users
90%
80%
70%
60%
50%
40%
83%
69%
30%
57%
40%
20%
36%
25%
10%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
(57-65)
Silent
Generation
(66-74)
G.I. Generation
(75+)
Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.
Mean size of Facebook friends network
350.0
300.0
250.0
200.0
150.0
318.5
100.0
197.6
155.7
50.0
85.1
78.4
42.0
0.0
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
Silent
(57-65)
Generation
(66-74)
Source: Pew Research Center's Internet & American Life Project, October 20-November 28, 2010 Social Networking survey.
G.I.
Generation
(75+)
Location check-in services – 6% of
internet users
12%
10%
8%
6%
11%
4%
6%
2%
2%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
1%
2%
Older Boomers
Silent
(57-65)
Generation
(66-74)
Source: Pew Research Center's Internet & American Life Project, April 26-May 22, 2011 Tracking Survey. N=2,277 adults 18 and older, including 755 reached via cell phone.
0%
G.I.
Generation
(75+)
SNS activities Millennials
out perform other gens. on …
• Logging on daily
• “Liking” something/someone multiple times a
day
• Updating status daily
• Tagging and commenting on photos daily
• Commenting on others’ status daily
• Having diverse socio-economic network
What does this mean?
Social networks are more influential - 1
Sentries
What does this mean?
Social networks are more influential - 2
Evaluators
What does this mean?
Social networks are more influential - 3
Audience = New
media are the
new
neighborhood
2010 election
Millennials are more Democratic
Congressional vote 2010
• 46% voted for Democrat
– Compared with 35% of older voters
• 37% voted for Republican
– Compared with 43% of other voters
• Rest refused to answer
• 32% had not heard anything about Tea Party
movement
• Among those who’d heard of Tea Party:
– 51% had no opinion about Tea Party activities
– 22% agree (vs. 20% of general population)
– 25% disagree (vs. 25% of general population)
Getting most news for politics - % of
adults (can give multiple answers)
4
35
14
17
28
16
19
23
12
10
10
10
51
35
27
35
69
76
79
Older
Boomers
(57-65)
Silent
Generation
(66-74)
G.I.
Generation
(75+)
59
64
70
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Television
17
16
Newspapers
Radio
Internet
Cell owners who used cell to keep up with news and
info. about politics in 2010
30%
25%
20%
15%
24%
10%
14%
14%
5%
10%
6%
5%
Silent
Generation
(66-74)
G.I. Generation
(75+)
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
(57-65)
Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.
Texters who used text messaging in connection with
2010 campaign
25%
20%
15%
10%
22%
18%
14%
5%
13%
14%
0%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
(57-65)
Silent
Generation
(66-74)
G.I. Generation
(75+)
Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.
Cell owners who used phone to tell others that they
had voted in 2010
60%
50%
40%
30%
53%
20%
30%
10%
24%
15%
11%
9%
Silent
Generation
(66-74)
G.I. Generation
(75+)
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
(57-65)
Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.
No major SNS differences for Millennials
• Overall use of SNS to get political
information
• Friending candidates
• Posting content
SNS users who learned how their friends voted via SNS
25%
20%
15%
10%
23%
19%
12%
5%
11%
7%
0%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
(57-65)
Silent
Generation
(66-74)
G.I. Generation
(75+)
% who say the internet makes it "a lot" easier to
connect with others who share my political views
60%
50%
40%
30%
53%
20%
46%
40%
39%
29%
10%
12%
0%
Millennials
(18-34)
Gen X
(35-46)
Younger
Boomers
(47-56)
Older Boomers
(57-65)
Silent
Generation
(66-74)
G.I. Generation
(75+)
Source: Pew Research Center's Internet & American Life Project, Nov 4-22, 2010. N=2,257 adults 18 and older, including 755 reached via cell phone.
Not much generational difference on ...
• Increases the influence of extreme views
58% of Millennials; 55% of all adults
• Exposes people to a wider range of political
views
68% of Millennials; 61% of all adults
• Easy/Difficult to tell what is true
EASY --- 37% of Millennials; 33% of all adults
DIFFICULT --- 59% of Millennials; 56% of all adults
Participation in
groups
Groups where youngest Amers are most active
Type of group
Total
pop.
Ages
18-29
Ages Ages
Ages
30- 5065+
49
64
Groups where the youngest adults are most active
Gaming communities
6%
10%*
5%
4%
3%
Fan groups for shows/celebrities
6%
8%*
6%
4%
4%
Fan groups for products/brands
3%
6%*
4%
2%
1%
Groups where younger Amers are least active
Type of group
Community groups, neighborhood
associations
Support groups for those w/ illness,
personal situation
Total
pop.
Ages
Ages Ages
Ages
5018-29 30-49
65+
64
19%
9%^
20%
23% 23%
18%
14%^
19%
21% 20%
Political parties or organizations
15%
8%^
15%
20% 16%
Parent groups such as PTA
13%
7%^
21%
11%
6%
Labor unions
8%
4%^
9%
12%
5%
Travel clubs
5%
2%^
5%
6%
7%
Groups where older Americans are most active
Type of group
Total
pop.
Ages Ages Ages Ages
18-29 30-49 50-64 65+
Groups where those over age 50 are most active
Church, religious, spiritual groups
40%
29%
39%
42%
Organizations for older adults such as AARP
15%
2%
3%
27%* 37%*
Consumer groups
24%
18%
22%
*30%
24%
Charitable or volunteer organizations such as
Habitat for Humanity
22%
17%
23%
26%*
22%
Professional or trade associations
20%
13%
24%* 26%*
12%
Veterans organizations
7%
2%
5%
9%*
53%*
13%*
Groups where all Amers are equally active
Type of group
Total
pop.
Ages Ages Ages Ages
18-29 30-49 50-64 65+
Hobby groups or clubs
17%
14%
18%
18%
17%
Alumni associations
14%
13%
14%
16%
15%
Literary groups such as book clubs
11%
10%
10%
12%
12%
Performance or arts groups
10%
8%
11%
12%
11%
Social/fraternal clubs
8%
8%
7%
8%
10%
Environmental groups
7%
5%
8%
8%
8%
Farm organizations
4%
3%
5%
4%
5%
Millennials more likely than older
Americans to feel that the internet …
•
•
•
•
•
•
•
Invite people to join groups in which I am active
Keep up with news and info about my groups
Organize activities for my groups
Contribute money to my groups
Spend more time with my groups
Create my own group
Discover groups to join and helps me join more
groups
Will Millennials’ use of tech change
as they age?
July 9, 2010
46
Will Millennials’ use of tech change
as they age?
By 2020, members of Gen Y
By 2020, members of Gen Y
will continue to disclose
will have grown out of much
personal information to stay
of their use of social
connected. Even as they
networks and transparencymature, have families, and
engendering online tools. As
take on more significant
they age and find new
responsibilities, their
commitments, their
enthusiasm for widespread
enthusiasm for widespread
information sharing will carry
information-sharing will
abate.
forward.
67% experts
29% experts
69% full sample
28% full sample
47
Themes
• Online sharing builds friendships, forms communities and builds
reputations – Millennials have seen the benefits and will continue
to share online as they grow older
• New social norms that reward disclosure of private information
are already forming, in fact, 20th century notions of privacy are
already morphing
• New boundaries will be set as people adjust to new realities
shaped by social network providers
• Those who disagreed with the majority mostly said that
commitments tied to aging will change Millennials level of sharing
– especially the time crunch from work and family
48
Thank you!