NEWS9 November 2016
NEWS9 November 2016
UK – Three quarters of 18- to 34-year-olds do not identify with the millennial label according to research from publishing giant, Time Inc.
The New Mainstream research project identifies six segments in the market, looking at their influences and how they interact, to give marketers and advertisers better understanding of this age group so they move away from treating them as one homogeneous millennial group.
The company is also launching a new youth panel called The Stream to challenge how this audience is perceived and offer its commercial partners the change to collaborate with Time Inc to improve accuracy in targeting millennials.
Romano Sidoli, managing director of Time Inc. UK’s innovation group, which includes brands such as the NME, Look and Now brands, said: “The danger of advertisers not thinking about this audience in the right way is that they are at risk of their campaigns only reaching the very edges of the group, or missing them completely. Millennials are often perceived as one audience instead of the six, individual groups we are seeing and we want to spell the end of that broad brush approach.
“We’ve launched The Stream to give advertisers the power to move away from campaigns that use myths or outdated concepts about the audience as the basis of their targeting.”
The research was qualitative and quantitative and carried out by d.fferento/ogy. Quantitative was a nationally representative group of 2,000 18- to 34-year-olds. Qualitative was conducted via two 2.5 hour co-creation labs in Leeds and London with a total of 30 participants and a 50% split of male and female participants.
Contradicting current perceptions of millennials, family ( 67%) and financial security ( 49%) were the most important, closely followed by friends ( 48%). Most think their generation will be the first to be more financially worse off than their parents ( 68%) and almost half ( 48%) prioritise responsibility over pleasure, considering themselves to be mostly rational compared to hedonistic ( 42%).
The six audience segments the New Mainsteam has identified are: