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100 Youth
Market Statistics
by Graham D Brown
Total Youth Research
Page of1 34
Please  SHARE  the  LOVE  
Your likes & shares will help other
marketers discover this book
Thank you

Page of2 34
Table  of  Contents  
MILLENNIALS: THE MOST IMPORTANT GENERATION 4
YOUTH: CHANGING VALUES 6
MOBILE: ALWAYS ON AND EMOTIONA...
MILLENNIALS: THE MOST
IMPORTANT GENERATION
There are 80 million Millennials in the US,
outnumbering 78 million Boomers,
65...
• There are 80 million Millennials in the US, outnumbering 78 million Boomers, 65 million Gen
X (Source US Bureau of Stati...
YOUTH: CHANGING VALUES
Driving license ownership
fell by 30% for 16-17 year olds
between 1980 and 2010
• Young people are ...
• Only 28% of Millennials feel their current organization is making full use of their skills (Source
Deloitte 2015)
• Only...
MOBILE: ALWAYS ON AND
EMOTIONAL
89% of 18-24 year olds check their mobile
phones within 15 minutes of waking
• 55% of stud...
• 97% of Under 20 year olds said they had used their smartphone in the bathroom (source 11
Mark 2013)
• 80% of Millennials...
GET THE TOTAL YOUTH
HANDBOOK
h7p://www.TotalYouthResearch.com/Total-­‐Youth-­‐Handbook/    
Page of10 34
THE DISCONNECTED
GENERATION
25% of Millennials said they did not
have anyone to confide in
• The average Millennial has 1 ...
• The average 18-29 year old was in constant contact with 19 people (friends and family) in
their daily lives, a decline o...
PRIVACY: A KEY DRIVER
64% of teens admitted blocking parents or
family from a post or a friend request
• 77% of Millennial...
• 59% of teens said they had deleted or edited a post on social media (Source Pew Research
2013)
• 52% of teens check thei...
SOCIAL MEDIA: ALL ABOUT
EVERYDAY, CROSS-MEDIA
STORYTELLING
67% of Millennials said they shared
"random thoughts" on Twitte...
• 67% of Millennials said they shared "random thoughts" on Twitter (source Twitter 2014)
• 38% of all how-to videos are cr...
SHARED EXPERIENCE
67% of teens said
“hanging out with friends”
was their most important social activity
Page of17 34
• The more shareable the experience, the more valuable. If youth aren’t sharing your brand,
you might as well not exist.
•...
PEER TO PEER INFLUENCE
75% of 18-21 year olds said best friends
influenced them to choose their smartphone
What youth say ...
• 76% said "because other friends are on it" as the #1 reason to switch to a new social media
app
• Word of mouth is #1 fa...
YOU CAN’T BUY THEIR
TRUST OR ATTENTION
Only 1% of students said they
recommended a brand because of
incentives or rewards
...
• The Average American sees 170,000 marketing messages by her 17th birthday
• The number 1 reason why youth used WhatsApp ...
EXPERIENCE IS THE BRAND
87% of Gen Y share brand experiences
with friends & family
We no longer control the brand. How you...
• 76% of Gen Y said their old carrier could have prevented them from switching if they just paid
attention
• 87% of Gen Y ...
OFFLINE: THE MOMENT OF
TRUTH
74% of 14-17 year old smartphone owners
said “reliving memorable events of the
day”was the mo...
Offline is the moment of truth. Without offline, the online becomes meaningless. Be clear about
the direction of your commun...
LOYALTY: TRUST CREATES
THE EXPERIENCE
69% of Gen Y said they felt frustrated
when let down by their mobile carrier
• The t...
• Reliability is ranked as the #1 reason that influenced smartphone purchase for 18-25 year
olds
• 57% of Gen Y said a lack...
ANALOG OFFLINE RETAIL:
AS IMPORTANT AS EVER
73% of Gen Y visit a mobile store when it
was time to renew their mobile contr...
• 56% of Gen Y said a poor retail experience was the main reason they switched mobile
carriers
• 77% of teens said not hav...
JOIN THE TOTAL YOUTH
ACADEMY FREE AND GET
ACCESS TO ALL THIS…
h7p://www.TotalYouthResearch.com/Academy    
Page of31 34
ABOUT GRAHAM D BROWN
AND TOTAL YOUTH
RESEARCH
I’ve been in the youth space since I founded the mobileYouth research consul...
GET ALL THE STATISTICS,
TRENDS AND ANALYSIS OF
THE YOUTH MARKET
h7p://www.TotalYouthResearch.com/Reports    
Page of33 34
DOWNLOAD THIS
EBOOK FREE HERE
http://www.totalyouthresearch.com/download-100
Page of34 34
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100 Youth Market Statistics (Download the Free Ebook)

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100 statistics about the $10 trillion youth market.

Not only are they now the biggest consumer demographic, but Millennials are also the most important in terms of technology adoption. Millennials (Gen Y) will change the face of business by adapting to new technologies and business models. The Sharing Economy is just one example of how business will need to change to accommodate this generation of customers. What Gen Y are adapting to, Gen Z will grow up expecting.

In this new free Ebook get 100 youth market statistics, compiled and edited by author Graham D Brown. Free download link at end of the document.

Publicada em: Marketing, Mídias sociais
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100 Youth Market Statistics (Download the Free Ebook)

  1. 1. 100 Youth Market Statistics by Graham D Brown Total Youth Research Page of1 34
  2. 2. Please  SHARE  the  LOVE   Your likes & shares will help other marketers discover this book Thank you
 Page of2 34
  3. 3. Table  of  Contents   MILLENNIALS: THE MOST IMPORTANT GENERATION 4 YOUTH: CHANGING VALUES 6 MOBILE: ALWAYS ON AND EMOTIONAL 8 GET THE TOTAL YOUTH HANDBOOK 10 THE DISCONNECTED GENERATION 11 PRIVACY: A KEY DRIVER 13 SOCIAL MEDIA: ALL ABOUT EVERYDAY, CROSS-MEDIA STORYTELLING 15 SHARED EXPERIENCE 17 PEER TO PEER INFLUENCE 19 YOU CAN’T BUY THEIR TRUST OR ATTENTION 21 EXPERIENCE IS THE BRAND 23 OFFLINE: THE MOMENT OF TRUTH 25 LOYALTY: TRUST CREATES THE EXPERIENCE 27 ANALOG OFFLINE RETAIL: AS IMPORTANT AS EVER 29 JOIN THE TOTAL YOUTH ACADEMY FREE AND GET ACCESS TO ALL THIS…31 ABOUT GRAHAM D BROWN AND TOTAL YOUTH RESEARCH 32 GET ALL THE STATISTICS, TRENDS AND ANALYSIS OF THE YOUTH MARKET 33 DOWNLOAD THIS 34 EBOOK FREE HERE 34 Page of3 34
  4. 4. MILLENNIALS: THE MOST IMPORTANT GENERATION There are 80 million Millennials in the US, outnumbering 78 million Boomers, 65 million Gen X Not only are they now the biggest consumer demographic, but Millennials are also the most important in terms of technology adoption. Millennials (Gen Y) will change the face of business by adapting to new technologies and business models. The Sharing Economy is just one example of how business will need to change to accommodate this generation of customers. What Gen Y are adapting to, Gen Z will grow up expecting. Page of4 34
  5. 5. • There are 80 million Millennials in the US, outnumbering 78 million Boomers, 65 million Gen X (Source US Bureau of Statistics 2014) • Millennials consumers are worth $1 trillion annually in the US and $10 trillion globally in 2015 • 49% of 18-21 year olds use mobile video chat on a weekly basis. Only 3% of 30+ year olds use it • 76% of Children under 18 were designated primary technology users in the family. 47% of parents admit children influenced their purchase of an iPad READ MORE: A general overview: The Total Youth Handbook The Total Youth Research Guide to Gens Y & Z (Total Youth Academy members) Page of5 34
  6. 6. YOUTH: CHANGING VALUES Driving license ownership fell by 30% for 16-17 year olds between 1980 and 2010 • Young people are more tolerant of races and groups than older generations (47% vs. 19%), with 45% agreeing with preferential treatment to improve the position of minorities. (Source US Chamber of Commerce 2014) Page of6 34
  7. 7. • Only 28% of Millennials feel their current organization is making full use of their skills (Source Deloitte 2015) • Only 15% of Millennials ranked buying a car was “very important” in their hierarchy of needs (Source Goldman Sachs 2013) • 38% of Millennials have a tattoo, 21% have some form of body piercing not in the ear (Source Pew Research 2009) • 78% of 18-34 year olds said car ownership was difficult due to a number of factors including rising fuel costs • Driving license ownership fell by 30% for 16-17 year olds between 1980 and 2010 (source UMTRI, Pew Research 2013) READ MORE: A general overview: The Total Youth Handbook The Total Youth Research Guide to Gens Y & Z (Total Youth Academy members) The Total Youth Research Guide to the Sharing Economy (Total Youth Academy members) Page of7 34
  8. 8. MOBILE: ALWAYS ON AND EMOTIONAL 89% of 18-24 year olds check their mobile phones within 15 minutes of waking • 55% of students reported strong negative feelings when separated from their mobile for 24 hours (The World Unplugged 2013) • Youth spend 36% of their disposable income on mobile phones (compare that to 8% music and movies) • 89% of 18-24 year olds check their mobile phones within 15 minutes of waking Page of8 34
  9. 9. • 97% of Under 20 year olds said they had used their smartphone in the bathroom (source 11 Mark 2013) • 80% of Millennials said they check Twitter at least once a day (source Twitter 2014) • 95% of 18-24 year olds check their messages within 1 hour of going to bed • 10% of Gen Y used their smartphone to buy something online while in the bathroom • 81% of youth under 25 sleep with their smartphones next to them either in the bed or on the night stand • 38% of students surveyed said they could not go more than 10 minutes without checking their digital device (about the time it takes to walk to class) • 63% of 18-29 year olds admit answering a call while in the bathroom (source 11 Mark 2013) • 94% of Gen Y and Gen Z use messaging apps on a daily basis • Facebook Messenger is still the most popular messaging app with 35% of the market (source Global Web Index Q4 2014) READ MORE: Read the The Total Youth Handbook to learn more about The Mobile Generation The Mobile Youth: Voices of the Mobile Generation (Amazon E-Book) The Total Youth Research Guide to Mobile (Total Youth Academy members) The Total Youth Research Guide to Mobile Messenger (Total Youth Academy members) The Total Youth Mobile Report (premium content) Page of9 34
  10. 10. GET THE TOTAL YOUTH HANDBOOK h7p://www.TotalYouthResearch.com/Total-­‐Youth-­‐Handbook/     Page of10 34
  11. 11. THE DISCONNECTED GENERATION 25% of Millennials said they did not have anyone to confide in • The average Millennial has 1 good friend, down from 3 in the 1980s • Facebook found that we had, on average, 155 friends, but only communicated regularly with 7 of them • 25% of Millennials said they didn’t have anyone to confide in Page of11 34
  12. 12. • The average 18-29 year old was in constant contact with 19 people (friends and family) in their daily lives, a decline of 42% (from 33) since 1995 (Source mobileYouth, Harris Interactive and Pew Research 2013) • The number of families who gather every day around dinner or TV to catch up has declined 20% since 1991 (source APA 2013) • 88% of youth who bought from a Food Truck at least once in the last month said that “meeting new people” was the best part of the experience. Only 43% said “food quality” (Source USDA 2013) READ MORE: Learn more about the social drivers of Gens Y & Z in The Total Youth Handbook The Total Youth Research Guide to Mobile (Total Youth Academy members) The Total Youth Mobile Report (premium content) Page of12 34
  13. 13. PRIVACY: A KEY DRIVER 64% of teens admitted blocking parents or family from a post or a friend request • 77% of Millennials said the #1 reason they used Snapchat was because it didn't store messages (source Mobile Squared 2014) • 88% of 14-17 year old smartphone owners said they preferred mobile to PC messengers because parents tracked their PC usage. Only 57% said because it was more convenient. (Source Portio Research 2013) • 43% of managers said youth cared about privacy on social media but 82% of Gen Y said social media privacy was important to them Page of13 34
  14. 14. • 59% of teens said they had deleted or edited a post on social media (Source Pew Research 2013) • 52% of teens check their social media privacy settings once a week • 64% of teens admitted blocking parents or family from a post or a friend request • 61% of teens set their social media account privacy settings to share only with friends • Only 5% of teens shared their real relationship status on Facebook • 59% of teens fake their age on social media to create an account • 72% of teens said privacy had a major impact on their use of social media apps • 63% of teens said they preferred eBook readers because others wouldn’t know what they were reading • 57% of 15-25 year olds said the #1 reason they still used SMS was the ability to send in private • 75% of teens said they participate in interest groups anonymously • 72% of teens wanted an option to use nicknames instead of real ones on Facebook • 87% of 18-24 year olds want an option to post content on Facebook anonymously • 92% of youth said they invite "close friends I trust to never share a message" to a group on Snapchat (source Mobile Squared 2014) • Only 17% of Millennials said the shared Snapchat messages with people they didn’t know (Source Mobile Squared 2014) READ MORE: Learn more about the privacy needs of Gens Y & Z in The Total Youth Handbook The Total Youth Trends Report (premium content) The Total Youth Mobile Report (premium content) The Total Youth Research Guide to Snapchat (Total Youth Academy members) The Total Youth Research Guide to Privacy (Total Youth Academy members) Page of14 34
  15. 15. SOCIAL MEDIA: ALL ABOUT EVERYDAY, CROSS-MEDIA STORYTELLING 67% of Millennials said they shared "random thoughts" on Twitter • 47% of all teen content on Instagram is #selfies • 56% of Millennial Twitter Users said they use it to document their lives in real time (Source Twitter 2014) Page of15 34
  16. 16. • 67% of Millennials said they shared "random thoughts" on Twitter (source Twitter 2014) • 38% of all how-to videos are created by 18-21 year olds (source Youtube and Ifixit 2013) • 68% of youth said they chat with friends on their phone while watching TV (source Microsoft 2014) • 71% of Millennial Twitter users said tweeting about an event made it “more fun” (Source Twitter 2014) READ MORE: Learn more about how Gens Y & Z tell everyday stories in The Total Youth Handbook The Total Youth Trends Report (premium content) The Total Youth Mobile Report (premium content) The Total Youth Mobile Video Report (premium content) The Total Youth Research Guide to Video (Total Youth Academy members) Page of16 34
  17. 17. SHARED EXPERIENCE 67% of teens said “hanging out with friends” was their most important social activity Page of17 34
  18. 18. • The more shareable the experience, the more valuable. If youth aren’t sharing your brand, you might as well not exist. • 92% of Millennials associated food with “family”, 81% with “friends” • 69% of Millennials said they experienced FOMO “Fear of Missing Out” (Harris Interactive 2014) • 65% of 18-25 year olds said they used their smartphones to call or message friends in-store (Source mobileYouth 2014) • 78% of Millennials would choose to spend money on experience rather than buying something (Harris Interactive 2014) • 90% of all youth communication is Passive • 67% of teens in 2012 said “hanging out with friends” was their most important social activity. The number has hardly changed, with 66% saying the same thing in 2011. • 94% of youth said the most common reason why their tag photos of contacts on social media was to “maintain a friendship” (Source Friendship 2.0 2014) READ MORE: Learn more about the power of Shared Experience and the importance of Passive Communication in The Total Youth Handbook The Total Youth Mobile Report (premium content) The Total Youth Mobile Video Report (premium content) The Total Youth Research Guide to the Sharing Economy (Total Youth Academy members) Page of18 34
  19. 19. PEER TO PEER INFLUENCE 75% of 18-21 year olds said best friends influenced them to choose their smartphone What youth say today is far more important than what advertising agencies say. Dialog is out there whether you like it or not. Rather than ask “how do we have a conversation with youth?” ask, “how can we break down the walls that prevent them having a conversation with us?” • 78% of 18-25 year old who said they were loyal to a mobile brand said they recommended it to others • 77% of Gen Y said the fact their friends were using the new carrier was key to influencing their own decision to switch • 67% of Gen Y shared their phone purchase with friends Page of19 34
  20. 20. • 76% said "because other friends are on it" as the #1 reason to switch to a new social media app • Word of mouth is #1 factor of influence point of purchase for 18-29 year olds • 75% of 18-21 year olds said best friends influenced them to choose their smartphone • Millennials trust user generated content 50% more than traditional media READ MORE: Learn more about the dynamics of influence in The Total Youth Handbook The Total Youth Trends Report (premium content) The Total Youth Research Guide to Marketing (Total Youth Academy members) Page of20 34
  21. 21. YOU CAN’T BUY THEIR TRUST OR ATTENTION Only 1% of students said they recommended a brand because of incentives or rewards You can’t buy youth trust and attention anymore; you have to earn it. Youth no longer wake up thinking about your brand; get over it. Traditional above-the-line marketing was born of an era when youth trust and attention were abundant; that simply isn’t true anymore. In youth marketing today, attention is your biggest cost. Page of21 34
  22. 22. • The Average American sees 170,000 marketing messages by her 17th birthday • The number 1 reason why youth used WhatsApp (77% of users) was “no in-app advertising” (Source Jana 2014) • Only 1% of Millennials said they trusted advertising enough for it to inform their decisions (Source Elite Millennial 2015) • Only 21% of 18-29 year olds said they discovered their mobile handset through TV or Print Ads (source Accenture 2014) • Only 3% of students said they recommended a brand because they were recruited as a brand ambassador • Only 1% of students said they recommended a brand because of incentives or rewards • Gen Y super-influencers recommend 3 times as many brands on a daily basis than average customers • 10% of young people account for 88% of all positive brand recommendations READ MORE: Learn more about how to earn youth trust and attention in The Total Youth Handbook The Total Youth Trends Report (premium content) The Total Youth Research Guide to Marketing (Total Youth Academy members) Page of22 34
  23. 23. EXPERIENCE IS THE BRAND 87% of Gen Y share brand experiences with friends & family We no longer control the brand. How youth experience the brand is the brand. What youth say about our brands, is our brands. The official brand story is just one of the many stories out there. • 18-29 year olds are 50 x more likely to recommend a product based on good experience rather than incentive or rewards • 67% of 18-25 year olds said poor customer experience was the reason to switch mobile carrier Page of23 34
  24. 24. • 76% of Gen Y said their old carrier could have prevented them from switching if they just paid attention • 87% of Gen Y share brand experiences with friends & family (compare with 65% of 30+ years) • 68% of Gen Y said they stayed with a smartphone brand because of a positive experience with a previous handset READ MORE: Learn more about brand experience in The Total Youth Handbook The Total Youth Trends Report (premium content) The Total Youth Research Guide to Marketing (Total Youth Academy members) Brand Love: How to Build a Brand Worth Talking About (Amazon EBook) Page of24 34
  25. 25. OFFLINE: THE MOMENT OF TRUTH 74% of 14-17 year old smartphone owners said “reliving memorable events of the day”was the most popular subject for their late night messenger chats Page of25 34
  26. 26. Offline is the moment of truth. Without offline, the online becomes meaningless. Be clear about the direction of your communication - you need to be moving youth marketing from the online to the offline. Use online to augment not replace the offline experience. • Gen Y recommend brands 15 times more offline than they do online • 90% of Gen Y brand-related conversations happen at home • Blindfolded students could identify 7 emotions of other people through touch alone with 70%+ accuracy • 31% of students unfriended people from their Facebook friend list due to an unpleasant offline interaction. Only 1% did so because of an unpleasant online interaction (e.g. excessive posting) • Asked how they liked to communicate with friends and family, 83% of under 35 year olds said “face-to-face” (source Ipsos 2014) • 74% of 14-17 year old smartphone owners said “reliving memorable events of the day” was the most popular subject for their late night messenger chats (source Portio Research 2013) • 78% of 15-17 year old smartphone owners said “planning offline meetups” was the most popular use of SMS or messaging apps (source Pew Research Center 2013) • 63% of 14-18 year olds Googled "how to kiss" (Source Google 2014) • 41% of 18-29 year olds use social media to get dates. Only 30% of all ages said they did. (Source Pew Research 2014) Read More: Learn more about the importance of offline, analog experiences for youth in The Total Youth Handbook The Total Youth Mobile Report (premium content) The Total Youth Research Guide to Retail (Total Youth Academy members) Page of26 34
  27. 27. LOYALTY: TRUST CREATES THE EXPERIENCE 69% of Gen Y said they felt frustrated when let down by their mobile carrier • The top 3 factors that contribute most to customer experience are Brand Trust (65%), Customer Service (62%) and Earned Media (58%). • 63% of smartphone owners said product experience was based on device quality instead of features and price. • 44% of Gen Y are considering switching carrier right now Page of27 34
  28. 28. • Reliability is ranked as the #1 reason that influenced smartphone purchase for 18-25 year olds • 57% of Gen Y said a lack of transparency in monthly bills was key reason why they switched • The average switch takes 10 months for 22-25 year olds and 4 months for 15-17 year olds • 69% of Gen Y said they felt frustrated when let down by their carrier • 92% of Gen Y said that resolving their issues at first contact would prevent them from switching mobile brands • 21% of youth said that hidden fees and unexplained costs were the biggest concerns they had about their mobile experience Read More: Learn more about the importance of trust in youth marketing in The Total Youth Handbook The Total Youth Trends Report (premium content) The Total Youth Research Guide to Marketing (Total Youth Academy members)
 Page of28 34
  29. 29. ANALOG OFFLINE RETAIL: AS IMPORTANT AS EVER 73% of Gen Y visit a mobile store when it was time to renew their mobile contract • 74% of Millennials said they preferred offline to online retail because they could try out products (source IAB 2014) • 73% of Gen Y visit a mobile store when it’s time to renew their mobile contract Page of29 34
  30. 30. • 56% of Gen Y said a poor retail experience was the main reason they switched mobile carriers • 77% of teens said not having a credit card was the biggest barrier to them buying online music (Source RIAA & Harris Interactive 2013) • 64% of Gen Y said lack of employee product knowledge contributed to poor retail experience • 84% of Gen Y said their top frustration with customer service is dealing with multiple people • 52% of Millennials use comparison shopping apps in-store (Source AIMIA Inc. 2013) Read More: Learn more about the power of offline, analog retail in The Total Youth Handbook The Total Youth Trends Report (premium content) The Total Youth Research Guide to Retail (Total Youth Academy members) Page of30 34
  31. 31. JOIN THE TOTAL YOUTH ACADEMY FREE AND GET ACCESS TO ALL THIS… h7p://www.TotalYouthResearch.com/Academy     Page of31 34
  32. 32. ABOUT GRAHAM D BROWN AND TOTAL YOUTH RESEARCH I’ve been in the youth space since I founded the mobileYouth research consultancy back in 2001. I’ve worked with some of the world’s leading brands in this space helping them gain a better understanding of the youth market. http://www.TotalYouthResearch.com/Graham-Brown Page of32 34
  33. 33. GET ALL THE STATISTICS, TRENDS AND ANALYSIS OF THE YOUTH MARKET h7p://www.TotalYouthResearch.com/Reports     Page of33 34
  34. 34. DOWNLOAD THIS EBOOK FREE HERE http://www.totalyouthresearch.com/download-100 Page of34 34

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