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The State of Millennials

The State of Millennials. Capital Cabal – Washington DC July 13, 2011 Lee Rainie: Director, Pew Internet Project Email: Lrainie@pewinternet.org. Portrait of a generation. Population. Race and ethnicity. Male education level. Female education level. Community type. Marital status.

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The State of Millennials

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  1. The State of Millennials Capital Cabal – Washington DC July 13, 2011 Lee Rainie: Director, Pew Internet Project Email: Lrainie@pewinternet.org

  2. Portrait of a generation

  3. Population

  4. Race and ethnicity

  5. Male education level

  6. Female education level

  7. Community type

  8. Marital status

  9. Distinctive values

  10. http://pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/http://pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/

  11. Technology and media

  12. Self-definition = technology aptitude

  13. Digital devices

  14. Smartphone activitiesMillennials 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

  15. 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

  16. What does this mean? Social networks are more influential - 1 Sentries

  17. What does this mean? Social networks are more influential - 2 Evaluators

  18. What does this mean? Social networks are more influential - 3 Audience = New media are the new neighborhood

  19. 2010 election

  20. Millennials are more DemocraticCongressional 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)

  21. Getting most news for politics - % of adults (can give multiple answers)

  22. No major SNS differences for Millennials • Overall use of SNS to get political information • Friending candidates • Posting content

  23. 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

  24. Participation in groups

  25. Groups where youngest Amers are most active

  26. Groups where younger Amers are least active

  27. Groups where older Americans are most active

  28. Groups where all Amers are equally active

  29. 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

  30. Will Millennials’ use of tech change as they age?

  31. Will Millennials’ use of tech change as they age? By 2020, members of Gen Y will continue to disclose personal information to stay connected. Even as they mature, have families, and take on more significant responsibilities, their enthusiasm for widespread information sharing will carry forward. 67% experts 69% full sample By 2020, members of Gen Y will have grown out of much of their use of social networks and transparency-engendering online tools. As they age and find new commitments, their enthusiasm for widespread information-sharing will abate. 29% experts 28% full sample

  32. 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

  33. Thank you!

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