2009 State Of The Yaya

the facts. The State of the YAYA© Market Fact Book. Compiled by MOJO Ad. Spring 2009.

table of contents. Demographics.............................2 Population Ethnicity Geographic Skews Marital Status Presence of Children Living Situation

Education....................................6 Education Attainment School Enrollment

Careers........................................9 Employment Income © Work Lifestyle and Attitudes of YAYAs © YAYA Attitudes Toward Money © YAYAs Finding Jobs in a Recession

Media and Technology.............15 Media Habits and New Media The Internet Navigating the Internet Social Networking Newspapers and Magazines Television Radio Out of Home Media Mobile Phones Video Games

Lifestyle and Attitudes.............42 © Traits of Current YAYAs Social Concerns Personality Use of Electronic Devices © YAYAs and Their Pets

©

Marketing to YAYAs ..............48 Advertising and Marketing Strategies Successful Campaigns

all about the YAYA© market.

Demographics Population

Total population of U.S.: 301.6 million Total YAYA© population: 29.8 million (10% of US) Male YAYA© population: 15.4 million (51.6%) Female YAYA© population: 14.4 million (48.4%)



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- U.S. Census Bureau, Data Set: 2007 American Community Survey -

the facts.



Ethnicity

Non-Hispanic or Latino White: 18.1 million (60%) Hispanic or Latino Origin: 5.1 million (17%) Black or African American: 4.4 million (15%) Asian: 1.2 million (4%) Two or more races: .6 million (2%) American Indian, Alaska Native: .37 million (1%) Native Hawaiian and Other Pacific Islander: 64,000 (less than 1%)



- Statistical Abstract of the United States: 2008 127th Edition—the national data book table 9 Resident Population by Race, Hispanic Origin and Single Years of Age:2007 (p.1)

* “Whites, blacks, and Asians currently have similarly high rates of computer and Internet use. Latinos have the lowest rates by far (computers 58%, Internet 48%). “ - California Digital Divide, June 2008

<www.ppic.org/main/publication.asp?i=263>

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the facts.

Geographic Skews

Total Population: 29.8 million Midwest: 6.6 million (22%)

Male



Female

3.4 million (51.2%)

3.2 million (48.8%)

Northeast:

5.3 million (17.9%)

2.7 million (50.8%)

2.6 million (49.2%)

South:

10.8 million (36.3%)

5.6 million (18.8%)

5.2 million (17.5%)

West:

7.1 million (23.8%)

3.7 million (12.4%)

3.4million (11.3%)

-U.S. Census Bureau, Data Set: 2007 American Community Survey. Midwest: Northeast: South: West:

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the facts.

Marital Status

Married, spouse present: 3.2 million (10.7%) Married, spouse absent: .245 million (.82%) Widowed: .28 million (.94%) Divorced: .281 million (.94%) Separated: .311 million (1.04%) Never married: 24.3 million (81.5%)

Married, Spouse Present Married, Spouse Absent Widowed Divorced



Seperated Never Married



- U.S. Census Bureau, Housing and Household Economic Statistics Division, Fertility & Family Statistics Branch Table A1. Marital Status of People 15 Years and Over, by Age, Sex, Personal Earnings, Race, and Hispanic Origin/1, 2007

Presence of Children * Eleven percent of Americans age 18-24 have children (as of 2006). * More women than men aged 18-34 are married and have children. Young adults in the Northeast are least likely to be married or have children; those in the South are most likely. -Prepared for the MacArthur Research Network on Transitions to Adulthood, May 2007.



Living Situation * 50 percent of YAYAs© are no longer living in their parents’ home *Since the 1970s, there has been a 50 percent increase in the number of young adults in their 20s living at home, which alone has led to a 19 percent increase in shared housing costs incurred by parents. *Although slightly more than half of men and nearly two-thirds of women had left their parents’ home by age 22, 16 percent of both returned home at some point before age 35. * Between one-fourth and one-third of young adults aged 18-34 were living with their parents in 2006; rates are highest in Northeast. -Prepared for the MacArthur Research Network on Transitions to Adulthood, May 2007.

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the facts.

Education Education Attainment Male

Female

5.1 million (17.1%)

3.0 million (19.7%)

2.1 million (14.3%)

9.9 million (33.3%)

5.5 million (35.7%)

4.4 million (30.8%)

Some College/associate’s degree:

12.1 million (40.7%)

5.8 million (37.5%)

6.4 million (44.1%)

Bachelor’s degree or higher:

2.7 million (8.9%)

1.1 million (7.1%)

1.6 million (10.8%)

Less than high school graduate: High School graduate (or GED):



Total 29.8 million

-U.S. Census Bureau, Data Set: 2007 American Community Survey

* More youth in the Northeast have college degrees while more young adults in the South and West have dropped out of high school. - Prepared for the MacArthur Research Network on Transitions to Adulthood, May 2007.



School Enrollment

Percent Enrolled In High Schools, Four-year Colleges and Community Colleges By Age Group 18 and 19 years 20 to 24 years

Total 72.5% 40.2%

In Public 80.4% 76.0%

In Private 19.6% 24.0%

- U.S. Census Bureau, Data Set: 2007 American Community Survey

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the facts.

* The South has fewest young adults in school; Northeast has most in school. - Prepared for the MacArthur Research Network on Transitions to Adulthood, May 2007.



* About 3,303,000 high school students are expected to graduate during the 2007–08 school year, including 2,988,000 public school graduates and 315,000 private school graduates. High school graduates include only recipients of diplomas, not recipients of equivalency credentials. * The 2007–08 record number of high school graduates exceeds the former records of 2005–06 and 2006-07, as well as the high point during the baby boom era in 1976–77, when 3,152,000 students earned diplomas. * College enrollment hit a projected record level of 18.0 million in fall 2007. College enrollment is expected to continue setting new records throughout the fall 2008 through fall 2016 period. * During the 2007–08 academic year, postsecondary degrees are projected to number 699,000 associate’s degrees, 1,544,000 bachelor’s degrees, 631,000 master’s degrees, 89,300 first-professional degrees and 55,300 doctor’s degrees.

- (2008, March). Digest of Educational Statistics: 2007. Retrieved January 23, 2009.

* “Of the nearly 3.0 million youth who graduated from high school between October 2006 and October 2007, about 2.0 million (67.2 percent) were attending college in October 2007. The college enrollment rates were 68.3 percent for young women and 66.1 percent for young men.” -U.S. Labor Bureau of Statistics, College Enrollment and Work Activity of 2007 High School Graduates, April 25, 2008 * “At the typical college, only 40 percent of students earn their degrees in four years. The six-year graduation rate of 57 percent is better, but hardly impressive. Among African-American students, less than half graduate within six years. Overall, nearly a third of people older than 25 who have entered college end up with no degree (but often piles of debt) to show for it.” -“Ins and Outs of Higher Ed.” USA Today 10 June 2008: 8A.



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the facts.



High School Dropout Rates For YAYAs©

“‘Event dropout’ in the following study is used as a term to describe the amount/percentage of people who dropped out of high school from one year to the next without obtaining their GED.”



National Rates: “Approximately 4 of every 100 students who were enrolled in public or private high schools in October 2005 left school before October 2006 without completing a high school program. No measurable change was detected in the event dropout rate between 2005 and 2006 (3.8 percent in each year); however, since 1972, event dropout rates have trended downward, from 6.1 percent in 1972 to 3.8 percent in 2006.”



Male vs. female: “There was no measurable difference in the 2006 event dropout rates for males and females, a pattern generally found over the last 30 years.”



Race: “Between October 2005 and October 2006, Hispanic students in public and private high schools were more likely to drop out than were White and Black students. The event dropout rate for Hispanics was 7.0 percent, compared with rates of 2.9 percent for Whites and 3.8 percent for Blacks.”



-

Age: “Students who pursued a high school education past the typical high school age were at higher risk than others of becoming an event dropout. The 2006 event dropout rates for students in the typical age range for fall high school enrollment (ages 15 through 17) were lower than those for older students (ages 19 through 24). Specifically, 2.0 percent of 15- through 16-year-olds and 2.7 percent of 17-year-olds dropped out in the 1-year reference period, compared with 6.8 percent of 19-year-olds and 21.8 percent of 20- through 24-year-olds.”

* “Between October 2006 and October 2007, 426,000 people between the ages of 16 and 24 dropped out of high school. Hispanics represented a disproportionately large share of dropouts (27.9 percent).” - U.S. Labor Bureau of Statistics, College Enrollment and Work Activity of 2007 High School Graduates, April 25, 2008

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the facts.

Careers Employment



69.9 percent are employed 13.4 percent are unemployed 16.7 percent are not in the labor force









-

Total Labor Force: 82.1 million Percent of Labor Force aged 16-24: 14.2% (11.7 million)




-U.S. Bureau of Labor Statistics, ‘‘Employment and Earnings Online,’’ January 2008 issue. and



* “Recent high school graduates not enrolled in college in the fall of 2007 were more likely to be in the labor force than enrolled graduates (76.6 percent versus 39.7 percent). The unemployment rate for those not en-rolled in college was 19.9 percent, compared with 9.8 percent for high school graduates enrolled in college (in either 2-year or 4-year institutions).” -U.S. Labor Bureau of Statistics, College Enrollment and Work Activity of 2007 High School Graduates, April 25, 2008. * “About 64.1 percent of recent high school graduates enrolled in college were attending 4-year institutions. Of these students, 31.4 percent participated in the labor force; in contrast, 54.7 percent of students enrolled in 2-year institutions were in the labor force.” -U.S. Labor Bureau of Statistics, College Enrollment and Work Activity of 2007 High School Graduates, April 25, 2008.

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the facts.

* The percentage of 16-19 year-olds that are enrolled in school and work has declined from 26 percent in 1985 to only 24 percent in 2007. This is true of all major demographic areas. Reasons for not having a job while in school include: 1. Increasing school pressures (higher level courses, more students are taking AP exams, more high school graduates are attending college, exit examinations, community service requirements) 2. Economic recession of 2001 3. The decline of jobs held by teenagers in the retail or restaurant business

-U.S. Bureau of Labor Statistics, Monthly Labor Review, Feb. 2008

* Young adults in the Northeast are more likely to work in higher status jobs while those in the Midwest more often work in low-wage jobs.

- Prepared for the MacArthur Research Network on Transitions to Adulthood, May 2007.

Income

Less than $15,000: 64% 15,000-24,999: 19% 25,000-34,999: 8.8% 35,000-49,999: 5.3% 50,000-74,999: 2% 75,000+: 1%



- http://www.census.gov/compendia/statab/tables/09s0680.pdf

* YAYAs© earn a median income of $424/week ($22,048 per year). * 96.1 percent earn more than minimum wage. * YAYA© women earn 95 percent of what men earn (closer than any other age group).

-

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the facts.

* Family income is higher in the Northeast, although personal earnings of young adults are fairly similar across the regions. * Family income (parents) is generally higher among youth born in the 1980s than those born in the 1970s. * Poverty among young adults is highest in the South. * Risk of poverty is highest among the YAYAs©. -Prepared for the MacArthur Research Network on Transitions to Adulthood, May 2007.



Work Lifestyle and Attitudes of YAYAs© * 92.3 percent look at online ads or online job listings.” -U.S. Bureau of Labor Statistics, 2001. * Many YAYAs© entering the professional work force are having trouble adjusting to traditional attire policies. Some believe that office dress codes banning flip-flops and Capri pants are obsolete. -Armour, Stephanie. “Generation Y: They’ve arrived at work with a new attitude.” USATODAY.com. 6 Nov. 2005.



*The percentages indicate to what extent YAYAs© who aren’t self-employed are fully satisfied with the following aspects of their job:

Overall Job: 27% Flexibility of Hours: 43% Job Security: 36% Chances for Promotion: 25% Proximity to Home: 49% Amount of On-the-job Stress: 17% Amount of Money Earned: 20% Relations with Coworkers: 47% Health Insurance: 25% Retirement Plan: 23%

* The self-employed are considerably more satisfied with their jobs overall than are other workers, according to a Pew Research Center poll of 2,003 Americans ages 18 and over released in August. * YAYAs© today expect employers to provide more benefits and other perks than their older counterparts do. Younger workers want better pay, a flexible work schedule and company provided BlackBerrys and cell phones. * 87 percent of hiring mangers and HR professionals say YAYAs© today exhibit a sense of entitlement that is not common among older generations.

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-Pew Research

the facts.

YAYA© Attitudes Toward Money * High debt loads are causing anxiety, too. A poll of people in their twenties by USA Today and the National Endowment for Financial Education (NEFE) found that 60 percent feel they’re facing tougher financial pressures than young people did in previous generations. And 30 percent say they worry frequently about their debt. * Students have generally made up the gap between what colleges charge and what they can afford by borrowing. The percentage of students who borrowed for college jumped to 65 percent in 2000-01 from 34 percent in 1977, the National Center for Education Statistics says. * Money is by far their [Gen Y’s] most important problem; 30 percent cite financial concerns. College and education was the second-biggest concern at 18 percent and careers and jobs were third at 16 percent.

-Jayson, Sharon (2007, January 10). Generation Y’s goal? Wealth and fame. USA Today.

* According to the 2009 Consumer Shopping Intentions Study, almost 60% of those in the 18-24 year-old age range expect to spend roughly the same amount they did last year.

- “Gen Y + Youth Culture Marketing, Social Media + Music Web.” January 2009.

* 58% of YAYAs© reported that they intend to spend equal or greater amounts in 2009 as they did in 2008, especially at mass merchants, even though 69% of U.S. adults reported they would spend less.

-Consumer Shopping Intentions Study. “Retail Outlook ’09: Younger Shoppers to Spend More.” 29 January 2009.

* 31% of 18-24 year-olds say they shop most often for clothing at a specialty retailer, compared to just 16% of those 25 and older. This month, Fortune, picked three specialty apparel retailers as their ‘five retail winners’: American Apparel, American Eagle Outfitters and Aeropostale.

-Millennial Marketing. “Where Do Millennials Shop for Fashion.” 26 September 2008.

YAYAs© Finding Jobs in a Recession * Job openings and new hires have continued their decline into November 2008 at a rate of about 30 percent.

-U.S Bureau of Labor Statistics. “Job Openings and Labor Turnover Summary.” 13 Jan 2009. 20 Jan 2009

* January 2008 shows 16-19 year-olds with the highest unemployment rate at 18 percent and 20-24 year-olds with the second highest at 8.7 percent. -U.S Bureau of Labor Statistics. “Unemployment and age, January 2008.” 05 Feb 2008. 20 Jan 2009

“Employment Situation Summary.”

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the facts.

* Starting your own blog, working within your social network and making yourself standout are among the suggested tactics to get a job this year. -Lorenz, Katie. “Job Searching in a Recession.” Careerbuilder.com. 21 Oct 2008. 20 Jan 2009



* Finding a job takes an average of six months, so one should start his/her job search early by aiming to send out cover letters and resumes by March. Only about 80 percent of job postings are advertised, so utilize your networks. Also, adjust your expectations, such as salary, geography and entry-level positions.

-Nell, Amanda. “Podcast #5 - Job Searching in an Economic Downturn.” MU Career Center Podcasts. 10 Nov 2008. MU Career Center. 22 Jan 2009

* Don’t be afraid to take a temporary job that helps you build on skills you hope to use in a more permanent job. While there, learn as much as you can and network with everyone around you. Take the extra step to be the stand-out employee who gets noticed.

-Graham Staffing, “Tips For Job Hunters During Recession.” 19 Dec 2008 23 Jan 2009

( Forty-four percent of entry-level hires came from new college recruits during the recessionary year [of 2008] compared with an average of 35 percent of entry-level hires during the previous five years.

-National Association of Colleges and Employers, “Spotlight Online for Career Service Professionals.” 08 Jan 2009 23 Jan 2009

* Employers rank the top ten desired skills in descending order: “communication skills, strong work ethic, teamwork skills, initiative, analytical skills, computer skills, flexibility/adaptability, interpersonal skills, problem-solving and technical skills.”

* Prepare with three things: research the company, gain experience through an internship or co-op and learn about career skills, such as how to write a cover letter, resume and how to interview.

-JobWeb, “How You Fit Into the Tight Job Market.” (2009) 23 Jan 2009

Ten Highly Profitable Two-Year Degrees: * Physical therapist assistant, web designer,electrical or electronic engineering technician, registered nurse, computer support specialist, executive or administrative assistant, dental hygienist, surveying or mapping technician, veterinary technician and camera operator.

-Goodman, Michelle. “10 Highly Profitable Two-Year Degrees.” Yahoo. 2009. 20 Jan 2009

* For the fiscal year of 2007, more than 212,000 people entered the apprenticeship system in the United States, with more than 468,000 apprentices nationwide. Apprenticeships connect job seekers looking to learn new skills with employers looking for qualified workers and provide them with on-the-job learning and academic instruction in their chosen field. For FY2007 there are 79,881 apprentices between the ages 19-23.

-”Registered Apprenticeship.” Career Voyages. 2009. U.S. Department of Labor, Employment and Training Administration, Office of Apprenticeship. 21 Jan 2009.

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the facts.

Top White Collar Jobs In A Recession JOB Financial adviser Software program manager Database administrator Physical therapist Physician assistant Environmental specialist Hydrologist College professor Certified public accountant Teacher

GROWTH RATE 41% 29% 29% 27% 27% 25% 24% 23% 18% 12%

GROWTH* MEDIAN COMP $74,000 $103,000 $77,000 $67,000 $84,000 $53,000 $59,600 $79,000 $64,000 $48,000

Projected Growing Industries, 2006 - 2016 Healthcare and social assistance - 25.4 percent growth, 4 million new jobs Public and private educational services - 10.7 percent growth, 1.4 million new jobs professional, scientific and technical services - 28.8 percent growth, 2.1 million new jobs Accommodation and food services - 11.4 percent growth, 1.3 million new jobs

-”Find The Best Jobs To Ride Out A Recession.” The Digerati Life. 18 June 2008. U.S. Bureau of Labor Statistics . 21 Jan 2009.



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-”Tomorrow’s Jobs.” Occupational Outlook Handbook, 2008-09 Edition. 18 Dec 2007. U.S. Bureau of Labor Statistics . 21 Jan 2009




the facts.

Media and Technology Media Habits and New Media * On a regular basis, 80% of YAYAs© are downloading or listening to music via the Internet, 73% are participating in social networking and around 59% use their cell phone.

- ZDNet. January 2009.

* 90% of Generation Y-ers own a PC and 82% own a mobile phone. * Generation Y actually spends more time online—either for leisure or work—than watching TV. * 42% of online Generation Y-ers watch Internet videos at least monthly.

-eMarketer, “What’s the Difference Between Gen X and Gen Y?” 24 July 2008.

* 76% of Americans, 14-24 years old, said the Internet was the device they love the most and couldn’t live without. Coming up second was television at 66% and third was email at 63%. -Global Research Director. 31 January 2008. “Circuits of Cool Youth & Technology in America.”
thearf-org-aux-assets/downloads/cnc/emerging-media/2008-01-31_ARF_EM_YM_BUyenco.pdf>

* Media Habits of YAYAs© - YAYAs© constantly engage in “media multitasking.” - Through media multitasking, they are spending 6.5 hours a day with media, but are packing more than 8.5 hours worth of exposure into that time. - Twenty-six percent of the time, young people are using more than one medium at a time.

-Utility Communicators International’s website

* YAYAs© are early and eager adopters of new media, including: - Instant messaging - Blogging - Cell phones - MP3 players - Satellite radio - Text messaging * “18-24 year-olds have adopted new media more readily than any other age group. Not only do they use new media more, they are influenced by it much more than any other age group when it comes to making purchase decisions. Which says that they have integrated new media in their daily lives.” * “Known for being high avoiders of mainstream media,” Kerry McCabe said. * YAYAs© are still using radio, magazines and newspapers, but television has suffered negatively due to new media. - Loechner, J. “18-24 Year-Olds Most Influenced by New Media.” 11 July 2005.



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the facts.

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the facts.

The Internet * YAYAs© use the Internet more than older generations. -Burst Media. Print is Dead, Millennials and Media Consumption. July 2007. * YAYAs© use the Internet for: Education Entertainment News/Information Staying Connected

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- Burst Media. Print is Dead, Millennials and Media Consumption. July 2007.

the facts.

* 33 percent of YAYAs© use the Internet more than any other form of media; they spend over 10 hours per week online.

- Burst Media. Print is Dead, Millennials and Media Consumption. July 2007.



- MediaMark Research. “2007 MRI Doublebase.”

* 77.1 percent of YAYAs© have used the Internet in the past 30 days, making them 155 percent more likely than the average population to access it.

Online Activities Among YAYAs© Activity

% of YAYAs© Past 30 Days

Index

33.7 11.8 42.3 20.2 20 34.5 13.4

260 219 204 202 200 191 153

16.8 25 63.8 27

144 126 113 99

32.4 11

98 255

Downloaded Music Visited Online Blogs Used Instant Messaging Watched Online Video Looked for Employment Played Online Games Listened to Radio on Internet Visited a TV Network or TV Show's Website Obtained Sports Information Used Email Made Online Purchases Obtained News/Current Event Information Visited Chat Rooms - MediaMark Research. “2007 MRI Doublebase.”

* 88.1 percent of YAYAs© have access to the Internet, making them 8 percent more likely than the average population to have access. - MediaMark Research. “2007 MRI Doublebase.”

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the facts.

How YAYAs© Access The Internet Access to the Internet Have access at home Have access at work Have access at the library Have access elsewhere

% of YAYAs© 63 29.2 42.9 29.2

Index 97 79 182 164

Where YAYA©s Accessed Internet (Past 30 Days) Home Work School/Library Elsewhere

% of YAYAs© 58.1 23.9 23.1 17.7

Index 104 76 350 237

YAYA©s’ Connection Speeds

% of YAYAs©

Index

14.2 22.4 18.5 9.1

77 104 92 168

47 0.5 1

106 97 49

Dial-up Modem Cable Modem DSL Wireless Connection Any Broadband/High Speed Connection Other Not Sure/Don't Know

- MediaMark Research. “2007 MRI Doublebase.” * 47 percent of 18-24 year-olds responded that the Internet is the “most cool and exciting” medium, while 28 percent responded the same for television. -Edison Media Research * Nearly half of young adults (18-24) are now online three or more hours each day. Young people—so-called “digital natives”-- have incorporated online communications into their sense of identity. - Center for Digital Democracy, April 2008. * 75.8 percent of YAYA© students own laptops and approximately 98.4 percent own a computer of some kind.

- ECAR Study, 2007.

* Over 27% of YAYAs© go to websites to watch television.

- Study: Millward Brown. “TV vs. Video: What do the Numbers Mean?” Millennial Marketing.14 Nov 2008 20 Jan 2009.

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the facts.



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the facts.

* 21% of YAYAs© have visited Facebook in the past 30 days. * YAYAs© are 480% more likely than the average population to have visited Facebook in the past 30 days. * 45% of YAYAs© have visited MySpace in the past 30 days. * YAYAs© are 236% more likely than the average population to have visited MySpace in the past 30 days. * 29% of YAYAs© have visited YouTube in the past 30 days. * YAYAs© are 132% more likely than the averagepopulaiton to have visited YouTube in the past 30 days. - MediaMark Research. “2007 MRI Doublebase.”

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the facts.

Navigating the Internet * Word-of-mouth is a strong motivator with YAYAs© and is the most common reason YAYAs© visit a website. * YAYAs© claim to tell 17.7 people about things of interest to them. * They spend 50 percent more time with user-generated content than average on-line users. * They invest 51% of their time online with user-generated content vs. 49% of their time with company-generated content. -Dominiak, Mark. “Millennials’ Defying the Old Models: Younger Online Consumers Leaning More Toward

User-Generated Content.” Television Week 7 May 2007

* “The most common way 18-24 year-olds reach a website is through a search engine (49 percent). 34 percent reach websites through bookmarks or typing in the URL.” -Burst Media, 2005 * “55 percent of 18-29 year olds use a search engine on a typical day.”

-Pew Internet and American Life Project, 2008

* “46 percent of full- and part-time students ages 18 and older have used Wikipedia.” -Pew Internet and American Life Project, 2007 * Internet users with more education are more likely to use search engines. The table below illustrates the percentage of people in each group likely to use a search engine in a typical day. College graduate + 66% Some college 49% High school graduate or less 32% -Pew Internet and American Life Project, 2008 * “73 percent of college students say they use the Internet more than the library for information searching.” -Presented by Amanda Lenhart, Research Specialist, June 18, 2004 Minneapolis, MN. * “Consumers said they would provide demographic information (57 percent) and would allow websites to track their clicks (34 percent) if given the opportunity for a more targeted web experience. The 18-24 age group is most interested in personalizing the web experience (62 percent).” -BizReport, 2007

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the facts.

Top U.S. Search Engines In June 2008 Provider All Search 1. Google Search 2. Yahoo! Search 3. MSN/Windows Live Search 4. AOL Search 5. Ask.com Search 6. Comcast Search 7. My Web Search 8. MapQuest Search 9. NexTag Search 10. AT&T Worldnet Search

Searches, 000 7,878,483 4,650,982 1,310,273 1,108,976 335,436 159,778 37,577 35,630 23,997 21,744 21,222

YOY Growth 6.3% 19.0% -12.4% 12.5% -17.0% 4.9% 23.3% -53.6% 57.9% 10.4% 106.5%

Share 100.0% 59.0% 16.6% 14.1% 4.3% 2.0% 0.5% 0.5% 0.3% 0.3% 0.3%

-Nielsen, June 2008

* 19.33 percent of all Yahoo users are YAYAs©, and 17.91 percent of all Google users are YAYAs©. -Hitwise.com

Age



18-29 30-49 50-64 65+

Percent of Daily Search Users

-Pew Internet and American Life Project, 2008



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55% 54% 40% 27%

-Hitwise, 2004

the facts.

* YAYAs© report that magazines and television are effective in getting them to pursue an online search. - “Media That Moves Millennials.” Millennial Marketing 10 Oct 2008 20 Jan 2009



* “Yahoo and Google are the most popular sites among those people under age 34. Internet users over age 55 usually prefer MSN.” -Lead Generators.

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the facts.

* Young adults have increasingly become dependent on the Internet, often choosing to go online to look up the information they need. * YAYAs© spend time personalizing their online experience, which includes creating their own content through blogs, and engaging in photo and video sharing. * Young people have shown that they prefer websites that display youth-oriented design and copy. * However, these same YAYAs© claim they actually learn more from traditional news sites. * Overly distracting sites featuring excessive amounts of colorful and animated features are often deemed too distracting and give YAYAs© the idea that the information presented is trivial or unreliable. * 29 percent of U.S. campuses provide blanket wireless coverage, and 64 percent have a strategic plan for wireless, according to a 2005 survey by the non-profit Campus Computing Project, which studies information technology in higher education. * A study by the American College Health Association released last month found as many as 18.5 percent of students at Michigan State University reported that time spent on the Internet and playing computer games resulted in low grades or dropping a class. The effect was twice as great for men as women, with 25.2 percent of men reporting such effects versus 13 percent of women.

-USA Today

Social Networking * YAYAs© engage with each other online socially. - 38% of YAYAs© are online creators (creating user-generated content). - 49% of YAYAs© are online critics (critiquing the work of others). - 27% of YAYAs© are online collectors (bookmarking and collecting web pages to view later). - 74% of YAYAs© are online joiners (maintaining social networking profiles). - 80% of YAYAs© are online spectators (viewing content created by others). - 10% of YAYAs© are online inactives (engaging in no online social communication). - Bernoff, C. L. (2008). Groundswell. Boston: Harvard Business Press. * “Users on social networks are looking to communicate with others and express themselves; they’re not searching for information or products. And that’s why so many previous social-network ad incarnations have had such dreadful click-through rates.”

-

* While social networks are experiencing rapid growth, social network advertising still remains an experiment for most marketers.

-Mickey Alam Khan, Millennials Drive Growth of Mobile Social Networking: Study

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the facts.

* More than 50% of adults under the age of 25 use social networking sites, compared with a bit more than 10% of those over 25.

-Tancer, Bill (2008). Click: What millions of people are doing online and why it matters. New York, NY: Hyperion Books

* “Facebook is number one in the top ten favorite websites among college students.” -Anderson Analytics GenX2Z College Brand Study, 2007

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the facts.

* “The best way [to theorize the future of social networking] is by looking at the different types of human networks and the motivations that drive them. I see two distinct types of motivation. One is, ‘I want to communicate better with the people that I already know and trust.’ The other is, ‘I want to increase my visibility so that I can connect with more people.’”

-“Social network types, motivations, and the future.” 12 September 2007.

* 75% of YAYAs© have a social network profile, most of which are using social networks to connect with people they already know and most of which are privacy conscious (60% have restrictions on their availability of their information.)

-Pew/Internet. “Adults and Social Network Websites.” 14 January 2009.

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the facts.



- comScore, 2006

* “Only 35.6 percent of 18-24 year-olds feel that it is a violation of privacy for someone else to post a picture of them in a swimsuit online… Similarly, 19.6 percent of 18-24 year-olds consider their dating profile to be an invasion of their privacy versus 54.6 percent of all other respondents.” - Zogby International, 2007 * The main user demographic for Facebook: 85 percent market share of four-year U.S. universities. With that said, Facebook is the No. 1 photo sharing application on the Internet. YAYAs© are avidly using Facebook to upload and share photos.

- ComScore.

* The number of Facebook’s 18-25 unique visitors has increased 38 percent from 2006-2007, which means that over one-third of all new visitors to Facebook are from the YAYA© demographic.

- ComScore, July 2007.

* 24 percent of YAYAs© (ages 18-26) read blogs. That is three times the amount of Baby Boomers and double the amount of Gen-X-ers. - Strauss, Steve. “Ask an Expert: Avoid Hard Sell When Marketing to Younger Generations.” USATODAY.com. 2 June 2008.

30 Aug. 2008.

* In September 2007, Facebook no longer required users to have a valid college email account to access their site, in effect opening its doors to all comers. As a result, in the year from May 2006 to May 2007 the marketing research company Comscore reported that the number of users over 25 increased 279%.

-Comscore. “Friended by Mom and Dad on Facebook.” 3 Januay 2009.

* As Facebook matures it has become more of a tool for alumni relations for the college students who graduated with the social network.

-“Future directions of social networking in PSE.” 12 January 2009.

28

the facts.

* Young People have responded to adults entering the social networking system by staying ahead of the technology race in adopting alternative social outlets like Digg, Hulu and Twitter.

-Youngsters not happy oldies going online. 29 January 2008.

* “I’m starting to get over it,’ said Juliana, a 21-year-old living in Orange County, who said she’s now into Faceclick, another, newer social network for college kids. Monica, an 18-year-old who’s enrolled at UCLA in the fall, said she’s further along with MySpace, opting to spend her more than eight hours a day online at sites like photo-sharing site Photobucket.com and Acidplanet.com, a music-hosting site. “I used to be into MySpace and now I’m getting over it.”

-CNET News. “Social networks-future portal or fad?” 14 June 2006.

* Real growth potential, concerning Gen Y, lies in the niche networks - those based on a particular lifestyle or interest, such as travel, music, wealth or business.

-Erickson, Tamara J. (2008). “Plugged in: The Generation Y Guide to Thriving at Work.” Cambridge, MA: Harvard Business Press.

* Flickr, the online photo sharing site, now boasts 33 million users, more than 3 billion images, and handles an average of 3,087 uploads per minute. Over 27% of Flickr users are 18-24 years old.

-Klaassen, Abbey (2008). Just what is AOL after all the exits, additions? Advertising Age. 79, 6.

* The social networking site, Bebo, has a strong European presence and is becoming more popular in the US. AOL spent $850 million to buy it in 2008.

-Professional networking site LinkedIn valued at $1 billion. Los Angeles Times. 18 June 2008.

29

the facts.

Newspapers and Magazines

Magazine Usage Quintile I (Heavy Users) Quintile II Quintile III (Average Users) Quintile IV Quintile V (Light Users)

% of YAYA©s 26.5 22.3 19.4 17.8 14.1

Index 133 112 97 89 70

- MediaMark Research. “2007 MRI Doublebase.”

Newspaper Usage Quintile I (Heavy Users) Quintile II Quintile III (Average Users) Quintile IV Quintile V (Light Users)

% of YAYA©s 10.9 10 26.9 27 25.2

Index 55 50.5 135 133 126

- MediaMark Research. “2007 MRI Doublebase.”

* YAYA© newspaper readership is declining slowly. * YAYAs© are 38 percent more likely than the general population to not read a print newspaper during the week. * Those that are not print newspaper readers show high propensity to visit online news sources.

- Loechner,Jack. Younger Online News Consumers are Not Newspaper Readers. 20 March 2008. MediaPost

* YAYAs© still do have an affinity for traditional media. * 60% of YAYAs© say they use magazines to find out what is hip and cool in pop culture and style. * 71% of YAYAs© say they enjoy reading print magazines even though they know they can find the same information online. * 64% of YAYAs© tend to pay greater attention to print ads in magazines or newspapers than advertising on the Internet. - Millennials Like Traditional Not Just New Media.” Marketing Charts 30 July 2007 20 Jan 2009.

30

the facts.

* “Clearly, young people don’t want to rely on the morning paper on their doorstep or the dinnertime newscast for up-to-date information; in fact, they—as well as others—want their news on demand, when it works for them. And, say many experts, in this new world of journalism, young people want a personal level of engagement and want those presenting the news to them to be transparent in their assumptions, biases and history.”

-
* Advertisers are trying to reach YAYAs© through traditional media outlets but in unexpected places, such as running national advertising in college newspapers.

-Adam Sichko, The Business Review. http://www.bizjournals.com/albany/stories/2008/06/02/focus2.html



-comScore

* “Non-readers of print newspapers were 29 percent more likely than the average Internet user to visit FoxNews.com and 15 percent more likely to visit CBS News Digital.”

Television Top YAYA© Television Networks % of YAYAs© that Watched Network (Past 30 Days) Fuse 5 MTV2 21.2 G4 4.5 MTV 43.2 VH1 31.9 BET 23 Music Choice 6.9 Comedy Central 38 Cartoon Network 20.6 Spike TV 25.9 FX 29.2 E! 22.7 Toon Disney 10.1 Nickelodeon 16.1 Disney Channel 20.3 TBS 33.3 Nick At Nite 13.1 USA 31.9 ABC Family Channel 28.8 ESPN 2 19.5 ESPN 27.7 - MediaMark Research. “2007 MRI Doublebase.”

31

Index 354 311 276 273 240 234 209 172 170 154 153 143 142 139 130 129 127 122 118 110 98

the facts.

YAYA© Television Usage Television Usage Quintile I (Heavy Users) Quintile II Quintile III (Average Users) Quintile IV Quintile V (Light Users)

% of YAYAs© 13.7 17.6 19.8 21.3 27.7

Index 69 88 99 106 138

- MediaMark Research. “2007 MRI Doublebase.”



- Nielsen Minutes by Media by Age, May 2008.

* YAYAs© are watching less television. A report from Deloitte indicates that YAYAs© watch 10.5 hours of TV each week, less than any other segment.

- Bond, Paul. “Study: Young people watch less TV.” THR.com 17 Dec 2008 20 Jan 2009

* 85% of YAYAs© have cable television or satellite television service. 46% of YAYAs© already have HDTV, while 43% indicate they would like to have it. * 64% of YAYAs© with a DVR rely on DVRed content for “quite a bit” to “almost all” of the programs they watch, with almost half of DVR owners using it for half of their TV watching. * 86% of YAYAs© have interest in being able to pause a TV program in one room and resume play in another room of the house. * 83% of YAYAs© have interest in the ability to download TV programs from a DVR to a memory device for use on mobile players. - “Millennials Demand on Demand Content.” Marketing Charts 20 May 2008 20 Jan 2009



32

the facts.

* 49 percent of YAYAs© reported watching TV away from home at least once per week. * Nearly equal proportions of YAYAs© reported having watched a sporting event (20%), a local station’s news broadcast (19%), or an episode of a TV series (18%) in the previous week away from home. * People who watch TV away from home are less likely to tune away from commercials than when viewing at home. * They spend roughly two hours a day watching TV away from home. * Away-from-home viewing is consistent for both genders. * African-American viewers are more likely than average to watch away from home. * Young men are more likely to watch television away from home during prime time, while women are more likely to do so in during the afternoon. - Arbitron. “Away-from-Home Television Viewing Study.” 2007



* 13 percent of YAYAs© own a DVR, and among those that do, only half use them at least once a week.

- Dominiak, Mark. “Millennials’ Defying the Old Models: Younger Online Consumers Leaning More Toward User-Generated Content.” Television Week. 7 May 2007.



- Vasquez, Diego. “Now Watch More TV.” Media Life Magazine Online.

* Many YAYAs© view TV watching as a social event.

Digital Television Transition * 6.5 million households -- 5.7% of the nation -- are still “totally unready” for the switch to digital television. Nielsen said there are still a number of markets where either the overall percentage of households or the percentage of minority households that could lose the ability to watch TV on the transition date tops 10%. - Teinowitz, Ira. “94% of Households Ready for Digital Transition.” Advertising Age. 22 Jan 2009 22 Jan 2009.



* Households headed by less educated, lower income and blue-collar workers are least prepared for the transition. Consistent with trends in previous reports, older, white households are better prepared. - Wallace, Bob. “Nielsen: 9.6M Households Unready for Digital TV Switch.” xchange. 16 Oct 2008 22 Jan 2009.



33

the facts.

* Nielsen advised that males and females ages 18-24 are the demographic groups that would be most impacted if the DTV transition occurred today. YAYAs© have a higher level of un-readiness than their presence in the total U.S. population.

- Lasar, Matthew. “Report: young adults most clueless about digital TV switch.” Ars Technica. 30 May 2008 22 Jan 2009.

* About 15% of primetime viewing among English language broadcast networks occurs on “unready sets,” compared to 26% of viewing among Spanish language broadcast networks. * The greatest contribution of viewing to unready sets is among children and teenagers. * Unready televisions are disproportionately in the kitchen or secondary bedroom, as opposed to the living room or master bedroom. * In homes that have made the transition from “unprepared” to “prepared,” there is a 19% increase in overall viewing. * Owners of unready televisions have dealt with their sets in a variety of ways. Among households that have done something about their analog sets, 38% of unready televisions have been removed or replaced; 25% have been made ready through a new digital tuner and the rest have been switched to cable or satellite distribution. - “9.6 Million U.S. TV Households Still Unprepared for the Digital Switch with Only Four Months to Go Until Transition.”

Nielsen. 15 Oct 2008 22 Jan 2009.

Radio * 5.5 percent of YAYAs© listen to terrestrial/satellite radio more than ten hours per week. * 43.5 percent are online while listening to terrestrial/satellite radio. * 44.5 percent listen to Internet radio.

- Podcastingnews.com. “Internet Media Is The Way To Reach College Students.”

* “According to BIGresearch’s March Consumer Intentions and Actions Survey, 18-34 year-olds are satellite radio providers’ #1 age group for current subscribers and also for those planning on buying in the next six months.” * “XM was the #1 pick for 18-24 year-olds and Sirius was #1 for all other age groups.” - Loechner,Jack. “Satellite Radio Has a 4.2% Penetration, With 18-24 Year-Olds Leading.”

29 March 2005. MediaPost.

34

the facts.

YAYA© Radio Behavior © Radio Usage % of YAYAs Quintile I (Heavy Users) 25.1 Quintile II 20.8 Quintile III (Average Users) 19.6 Quintile IV 18.5 Quintile V (Light Users) 16

Index 125 103 98 93 80

YAYA© Radio Formats Alternative CHR Hispanic Rock Urban

% of YAYAs© 14.5 41.7 10.9 18.7 32

Index 197 245 164 184 236

Where YAYAs© Listen Home Car Workplace Other

% of YAYAs© 22.7 58.9 5.8 1.7

Index 92 108 163 175

Alternatives to Radio Subscribe to any satellite services Own any MP3 players Own Apple iPod Own iPod Mini Own iPod Shuffle Own other brand of MP3 player

% of YAYAs 6.6 24.3 9.3 4 2.3 3.7

©

Index 88 142 152 165 148 159



- MediaMark Research. “2007 MRI Doublebase.”

* YAYAs© are 25.1% more likely to be heavy users of radio and 19.8% less likely to be light users of radio. * YAYAs© are least likely to listen to an easy listening, all news or news/talk radio format. Other unpopular formats among YAYAs© include: sports, religious, public, jazz, classical, all talk, and adult standards. * YAYAs© are most likely to listen to an urban or current hit radio format. Other popular formats among YAYAs© include: alternative, country, hispanic, rock and variety. * 58% of YAYAs© most often listen to the radio in their cars. * YAYAs© are 63.3% more likely to listen to the radio at work than other segments. * YAYAs© find radio advertisements more funny than other segments do by 35%. * 20.7% of YAYAs© surveyed said that commercials were repeated too often on the radio. - MRI YAYA© run Report Date: 8/24/2008. 35

the facts.

Out Of Home Media YAYA© Outdoor Media Behavior Outdoor Quintiles Quintile I (Heavy Users) Quintile II Quintile III (Average Users) Quintile IV Quintile V (Light Users)

% of YAYAs© 20 16.5 21 21 21

Index 100 83 105 105 108

* “OOH will be 77 percent more important in marketing to consumers in the next five years, and TV will decline by 70 percent.”

- Roy Morgan Research 2006

* “Another advantage with this target market is its brand loyalty. This audience appreciates brands that they know well. Familiarity is a key signifier of quality and reinforcing top of mind awareness is crucial to impacting brand decisions.”

- Anthony Xydis, Adshel

* 27 percent of YAYAs© took action due to seeing advertising on digital signage. * “70% of 18-24 year-olds are aware of digital signage that they have seen in the past 12 months.”

36

- Hines, Scott. “Reaching College Students with your Advertising Message.” June 2007. SeeSaw Networks-OTX Research Digital Signage Attitudes and Awareness Study.

the facts.

Mobile Phones * YAYAs© are influenced more by mobile advertising than any other group. * 14.2 percent say they are influenced by mobile video. * 15.9 percent say they are influenced by text messaging. * Mobile phones are more likely to entice YAYAs© to do online searches than all other adults. * 21.8 percent of YAYAs© respond with online searches after receiving text messages vs. 8.3 percent of the general population. * 31.65 percent of YAYAs© are likely to download to a mobile phone vs. 15.9 percent of the general population. * YAYAs© are three times more likely to communicate through text messaging than the general population. - BIGresearch. “Mobile Advertising Influences 18-24 year-olds Most.” 17 June 2008.



* “YAYAs© tend to utilize phones for enjoyment more than resources. YAYAs© want their cell phones to be more than simply a phone. YAYAs© expect to have features like games and widgets.” - * With the recent introduction of the iPhone and other user friendly phones, advertisers are anticipating and preparing to reach YAYAs© through mobile phones, which will mesh a multitude of tactics together, such as blogging, photo and video sharing, games, SMS text messaging, instant messaging and location-based socialization services.

- Mickey Alam Khan, Mobile Marketer“Mobile Social Networking: Marketing to Millennials”

* 50.5 percent of 18-24 year-olds communicate about a service, product or brand via cell phone (compared with 29.6 percent of all adults). This method of communication about products and services is second only to face-to-face communication (66.9%). - National Retail Federation, MediaPost, 2007

37

the facts.

Attitudes of 18-24 year-olds when choosing wireless services: Features viewed with “high importance” when selecting a wireless carrier: Text Messaging 57% Multimedia Messaging 18% Instant Messaging 25% Features viewed with “high importance” when selecting a cell phone: Text Messaging 58% Camera 42% Trendiness 26% MP3 Player 20% “I like my phone to be personalized.” (i.e. color, ring tones, etc.): Strongly Agree 41% Strongly Disagree 13% - comScore Networks Wireless Report, November 2006 * The average t© makes 11 calls per day. * Eighty percent of students use their phones most often between the hours of 6 p.m. and midnight. * Nearly 60 percent of students take advantage of family plans and do not pay their own cell phone bills. * Forty-one percent of 18-24 year-olds value personalization and 26 percent consider trendiness when purchasing a cell phone. * Seventy-five percent have the Internet on their phones, although only 23 percent actually subscribe to it. * Cell phones are not just for calling anymore. Young adults are now using their cell phones, PDAs and laptops to keep track of important dates, addresses and phone numbers. * The average young adult has 94 phone numbers in his or her phone and 78 buddies on their instant messenging buddy list. * Approximately 32.3 percent of 18-24 year-olds live in a household with a cell phone, but have no landline. * Two-thirds of college students own cell phones and 36 percent use them to access the Internet.

-Research provided by Virginia Tech University

38

the facts.

* 13% of YAYAs© own a web-enabled phone, and are 126% more likely to own one than the general population. * 38% of YAYAs© have used text messaging in the past 30 days, and are 81% more likely to have done so than the general population. * 15% of YAYAs© have viewed video on their phone in the past 30 days, and are 157% more likely to have done so than the general population.

- MediaMark Research. “2007 MRI Doublebase.”

39

the facts.

* Texting frequency steadily declines with age. 85% of 18-24 year-olds surveyed, text at least once a day and 67% text ten or more times per day; compared to 41% of 55-64 year-olds who text at least once a day and 12% who send ten or more messages a day. * YAYAs© who text have gotten their parents to text: 76% of adults who text are texting their kids.

-Opinion Research Corporation. “Txt Gets Quickest Response, 67% of 18-24 Yr Olds Txt 10+x @ Day’. October 2008.



* People who text are “49% more likely than all cellular subscribers to be ages 18-24; 14% more likely to be Hispanic and 24% more likely to be African-American.” -Scarborough Research. “El Paso, Salt Lake City, Dallas and Memphis are the Top Text Messaging Markets in the U.S.”

24 November 2008.

* 45.4% of YAYAs© said that they or someone they know has been broken up with via text message or email.

-Zogby International. “18-24 Year-Olds Harbor Profoundly Different Privacy Perceptions, Survey Finds.” January 2007.

* 66% of YAYAs© say they text while driving.

-Zogby International. June 2007.

* Teens say texting is their number one driving distraction.

-Liberty Mutual Research Institute for Students Against Destructive Decisions study. April 2006.

* 34% of YAYAs© said they used email and 34% said they used text messages “most often” as a means of written communication with their friends. * Individuals under 25 prefer texting to email and instant messaging.

-ExactTarget’s Channel Preference Survey. 2008.

* 42% of surveyed teens said they can text blindfolded.

-Harris Interactive-CTIA study. September 2008.

* According to an Opinion Research Corp study, those under 30 are four times more likely to respond immediately to a text than an email and 91% of text messages receive a response within one hour. * According to a study by Sprint, 51% of YAYAs© are texting their parents.

-Millennials to Marketers: I Want My SMS!. November 2008.

* Adults aged 18-24 had the second-largest gap in text-to-call ratio: 790 to 265

-Nielsen Mobile. “Nielsen Mobile: Texting vs. talking.” September 2008.

40

the facts.

Video Games * 38% of YAYAs© have played games online in the past 30 days, and are 100% more likely to have done so than the general population. - MediaMark Research. “2007 MRI Doublebase.” * * * * *

65% of American households play computer or video games. 49% of gamers are between 18 and 49 years of age. Gamers are 60% male and 40% female. 59% of gamers play games with others in-person. 38% of households have a video game console.



- Entertainment Software Association (2008). Essential Facts About the Computer and Video Game Industry. Entertainment Software Association.

* 24% of males 18-24 state gaming as ‘a favorite leisure activity.’

-“Millennial: What Is There Iconic Brand?” December 2008.

* 18-29 year-olds are the age group most likely to play electronic games (81% usage as opposed to 23% of respondents aged 65 and over), but 61% of them reported they did so on game consoles. * 20% of adults age 18-29 say they play games every day or almost every day.



•

-MarketingVOX. “Half of all Adults – and Almost All Teens – Play Video Games.” 10 December 2008.

Online Gaming Site Visitation By Age Segment Unique Visitors (000) Demographic Females, 18-24

Aug-07 3,781

Aug-08 5,090

% Change 35%

- (2008, Sept. 15). Online Gaming Popularity Grows Among Youngest and Oldest Female Segments in the U.S.. Retrieved January 20, 2009.

41

the facts.

Lifestyle and Attitudes Traits of Current YAYAs©

Special * They are collectively vital to the nation. * They are individually vital to their parents’ sense of purpose. * Parents are involved in decisions.



Sheltered * Students have safety and health focus. * Security is emphasized in residence halls. * Parents buy homes for students on campus. * Counseling and medical needs increase. * What happens in classroom is under more scrutiny. * YAYAs© live in post-Columbine era.



Confident * YAYAs© are accustomed to positive reinforcement from society. * They want to reinvent civic order after seeing the tragedy of Sept. 11. * They are confident about the future, seeing greater danger and fewer rewards to being different from peers. * They maintain a high level of trust and optimism. * They believe good news for selves = good news for the country.



Team-oriented * YAYAs© learn, deliver presentations, and get graded in groups. * They have participated in team activities throughout childhood * They are in constant contact with peers via cell phone and IMs. * There is a growing gap in gender achievement; women are achieving more than men.



Conventional * YAYAs© focus on big brands (e.g. Ivy League schools). * They grew up with zero tolerance for misbehavior. * They are more willing to accept adult authority than other generations. * They hold the belief that authority is telling the truth.



Pressured * The top two issues of worry for teenagers are grades and college admissions. * There is an intense emphasis on planning their future as YAYAs© grow up. * They actively seek job and life stability. * As a result, cheating increases.

42

the facts.



Achieving * SAT scores are the highest since 1974.YAYAs© focus on not falling behind their peers. * They prefer subjects where progress is objectively measured (math, science). * Accountability is stressed in schools. * Today’s YAYAs© should become the smartest and best-educated generation in U.S. history. - Millennials Rising by Neil Howe and William Strauss, 2000

* “[Generation Y] are a group that is not afraid of change, taking risks and tackling new situations. They can be responsive impulsive spenders, understandably disapproving of poor workplace standards and remain independent in the face of peer pressure.” * YAYAs© buy new fashion goods frequently in order to keep up with changing trends, but they are not “big ticket items”. Their fashion habits show a desire for instant gratification, and their business is steady even when the economy is not. * YAYAs© would rather eat fast food than waste leisure time on cooking, and it is better suited to their “lastminute lifestyle”.

-“Turning Generation Y into Generation $.” 27 March 2008.

* 81% of 18-25 year-olds surveyed listed getting rich as their generation’s first or second most important life goal. 51% rated being famous as number one or two. * In a Gallup Panel survey, 55% of 18-29 year-olds “agreed or strongly agreed with the statement “You dream about getting rich.” * 30% of Gen Yers surveyed named financial concerns their most important problem, 18% said it was college and education, and 16% said careers and jobs. * Millennials are twice as likely (14%) to admire an entertainer than a political leader (8%). * 54% of those 18 to 25 have used social networking sites such as MySpace or Facebook; 44% have created a profile featuring photos, hobbies or interests.

-Pew Research Center. “Generation Y’s goal? Wealth and fame.” 10 January 2007.

43

the facts.

Social Concerns Percentage of young people who say they participated in the following activities in the past 12 months:

Top Ten Causes on YAYAs© Minds:



Education 47% Poverty 38% Environment 36% Health 33% Drug Prevention 32% Human Rights 31% Equal Rights 30% Disaster Relief 27% Hunger 25% AIDS 25%





Contacted an official 11% Protested 11% Signed an e-mail petition 16% Signed a paper petition 18% Boycotted 30%



- Civicyouth.org

- USA Today

* Forty-five percent of college students consider themselves active volunteers. Of this group, 55 percent say they volunteer out of the goodness of their hearts, while 39 percent say they do so to give back to the community. * College students are also socially conscious consumers, rating Ben and Jerry’s, Newman’s Own and Burt’s Bees as the top three most socially conscious brands. * Two-thirds of college freshmen believe it’s essential or very important to help others in need, suggests a survey of 263,710 students at 385 U.S. colleges and universities. The 2005 report, by the Higher Education Research Institute at the University of California at Los Angeles, found feelings of social and civic responsibility among entering freshmen at the highest level in 25 years. * Volunteerism by college students increased by 20 percent from 2002 to 2005, says a study released last week by the federal Corporation for National and Community Service. * 61 percent of 13-25 year-olds feel personally responsible for making a difference in the world, suggests a survey of 1,800 young people. It says 81 percent have volunteered in the past year, 69 percent consider a company’s social and environmental commitment when deciding where to shop, and 83 percent will trust a company more if it is socially and environmentally responsible. The online study — by two Boston-based companies, Cone Inc. and AMP Insights — suggests these YAYAs© are “the most socially conscious consumers to date.” - Corporation for National and Community Service * Some companies of note with “social and environmental commitments” are Whole Foods (ranked #1), Trader Joe’s (#2) and American Apparel (#8). These rankings are based on a survey consisting of mostly 21-29-yearolds.

- Study by Outlaw Consulting. “Gen Y’s Favorite Green Brands” (Newsletter Issue Six). Jul. 2008

44

the facts.

Personality * More than one third of YAYAs© (ages 18-25) have tattoos. Close to half of YAYAs© have dyed their hair an unconventional color, gotten inked or indulged in a body piercing.

- “A Portrait of ‘Generation Next’ How Young People View Their Lives, Futures and Politics.” Pew Research Center for the People & the Press. 9 Jan. 2007.





* San Diego State Psychology Professor Jean Twenge said, “From 1982 to 2008, the amount of college students exhibiting “elevated narcissism” increased by 30 percent.” - Collins, Clayton. “Has Generation Y Overdosed on Self Esteem?” 2 March 2007. 1 Sept. 2008.

Use of Electronic Devices * 74.7 percent of YAYAs© own an electronic music/video device of some kind. * 64 percent of YAYAs© own three to four electronic devices.

- ECAR Study, 2007

* Young adults in the U.S. on average own almost $2,200 worth of entertainment stored on devices. * Generation Y consumers, on average, have nearly 1,200 songs stored -- three times more songs than the U.S. population as a whole. * More than half of all those surveyed (56 percent) stated that they felt all the photos, music, movies and video games they have stored is somewhat important, valuable or priceless.

- San Jose Business Journal

* “Younger YAYAs© (18) use twice as much new technology, such as social networking and text messaging than older YAYAs© (21-25). Older YAYAs© prefer to use older technologies such as email and actual phone calls where as younger YAYAs© prefer cutting-edge technology more.”

- Gnovis Georgetown University, May 2008

* Due to escalating technology and the emergence of new and competing devices that tell time, 18-24 year-olds are less likely to own a watch as their primary way to tell time. Of the 16 percent of the 18-24 year-olds who do not own a watch, 78 percent tell time with digital devices and 42 percent cite the ownership of cell phones or iPods as negating the need for a watch.

-Bnet, September 2006.

45

the facts.

YAYAs© and Their Pets * 59% of YAYAs© currently have a pet. * Percentages of Types of Pets YAYAs© have:

Dog 66% Cat 50% Fish 17% Bird 5% Other 17%



* Percentages of YAYAs© Who Do the Following With Their Pets:



Allow pet to sleep in the bed with them Buy pet a holiday present Buy pet a birthday present Cook especially for pet Dress pet in some type of clothing Take pet to work

62% 54% 37% 14% 20% 7%

* Numbers of Pets YAYAs© have:

46

One 38% Two 23% Three 14% Four 9% Five 7% Six or more 10%

-Harris Interactive. “Harris Poll #120.” December 4, 2007.

the facts.

* YAYAs© are four times more likely to own a dog than their parents were at the same age.

-Curry, Pat. “The Growing Echo.” Builder 05 02 2007 21 Jan 2009

* College Student YAYAs© find comfort in pets during difficult and stressful times. This may be because they are in a transition period and haven’t yet built their social network and resources for coping yet.

-Science Daily. “College Students Find Comfort In Their Pets During Hard Times.” Dec. 28, 2008.

* Professional Working YAYAs© who don’t have their own family yet don’t like to come home to an empty house. Therefore, they fill that void by getting pets and spending money on taking care of them. * The pet toy industry is taking great strides to heed the call of Professional Working YAYAs© by creating toys that entertain pets that may be left home alone for a few hours throughout the day.

-Animal Planet. “Pet Trends with Maggie Gallant.”

* YAYAs© without families want to start raising a puppy before raising a child.

-Hovel, Ann. “U.S. is a nation of 360 million -- pets.” CNN US News. 14 03 2006. CNN.com. 21 Jan 2009.

* YAYAs© enjoy pets through technology as well. Over four million viewers watched the six Shiba Inu pups grow up on Ustream TV’s “Puppy Cam” in the last couple months of 2008. The live feed was ranked as the eighth most popular viral video in 2008 in a report by the Associated Press.

-The Associated Press, “Fey, Puppy Cam Top Viral Videos Of 2008.” News4Jax.com. 15 12 2008. News 4 Jacksonville. 21 Jan 2009.

YAYAs© are interested in virtual pets. A popular young adult Internet game is Neopets with over a hundred million total registered virtual pet owners.

-Tellabs, “Echo Boomers Come of Age: A Lifestyle Guide.” Tellabs.com. 09 2005. 22 Jan 2009.

47

the facts.

Marketing to YAYAs© Advertising and Marketing Strategies * “The shift from transactional marketing to relationship marketing is driven by the desire to maximize revenue and profit from customers. Customers should be segmented and selected on the basis of relationships and not just by end-of-quarter transactions. Organizations should also learn to say “no” to some customers and to send unprofitable customers to the competition.”

-

* Appeals to this group should be designed with the knowledge that YAYAs© spend money to have fun. For YAYAs© shopping is an experience rather than just an errand. YAYAs© understand the value of quality; quality is considered the essence of cool.

- Study by TRU, 2006.

* The most effective marketing seems to come from the coverage that appears to be the most organic, viral and noncommercial in nature.

- National Health Interview Survey by the CDC, 2007.

* “But mass brand experiences, from the iPod to Harry Potter, appeal strongly to millennials, who have been shown to be a more communal, pro-social generation than their predecessors.”

- Mr. Howe, co-author with the late William Strauss of “Generations” (1991) and “Millennials Rising” (2001)



- Michael Fleishner.

* Advertisers are trying to create two-way dialogues in their communication targeting YAYAs©. Their promotional efforts give YAYAs© an opportunity to interact with the brand, through rating products, sharing comments, and providing socializing forums.

* Advertisers are relying more on creative images that feature groups of people and interaction when trying to reach YAYAs©. They site YAYAs© as being very pro-social, team-oriented and communal.

- AJ Fanter, Marketing to Millennials

* “60 percent of 18-24 year-olds read online reviews of products.” -Webvisible and Nielsen, 2006 48

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* “After reading product reviews online, people communicate their findings to others. Responses from 18-24 year-olds show that 9 percent use blogs, 38 percent use instant messaging, and 21 percent use online communities. Also 24 percent of this age group sends text messages.” -National Retail Federation, MediaPost, 2007 * According to a Jupiter Research survey, YAYAs© were more likely than other consumers to shop online at eBay, Circuit City and Best Buy websites, but less likely to shop apparel websites like Macy’s and J.C. Penney. -O’Donnel, Jane. “Gen Y Sits on Top of the Consumer Foodchain.” USATODAY.com. 11 Oct. 2006.

31 Aug. 2008

* Mobile marketing’s effect on YAYAs© likelihood to purchase:

Electronics Apparel/Clothing Grocery Home Improvement Car/Truck Medicines Telecom Services Eating Out



- www.BigResearch.com

18-24 15.9% 8.2% 6.3% 4.8% 4.6% 2.3% 3.7% 6.0%

All Adults 6.4% 2.9% 2.5% 1.9% 1.7% 1.2% 2.4% 2.4%

* Fascination with celebrities remains high but influence is extremely low. In a recent survey study, only 15 percent of college students agreed that a celebrity’s endorsement of a product would influence their opinion of that brand.”

- Mr. Youth and RepNation Media, (2008, December). Five Rules to Engaging a New Breed of Consumer. Retrieved January 21, 2009.

* Coupons are more influential in purchase decisions to 18-24 year-olds in four out of the eight retail categories measured than the general population, including: Electronics (37% vs. 23%) Apparel/Clothing (31% vs. 24%) Car/Truck (11% vs. 8%) Telecom Services (9% vs. 7%) * 54% of 18-24 year-olds were influenced to purchase a grocery product (food/cleaning/beauty) because of a coupon. * 46% of 18-24 year-olds were influenced to eat a particular restaurant because of a coupon. * 37% of 18-24 year-olds were influenced to purchase a particular electronics product as a result of a coupon.

- Hayes, Chris, Weiner, Staci (2007, Sept. 6). “Savings For All Ages: Stats Show Young Adults Embracing Coupon Usage.” Retrieved January 20, 2009.

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* Advertisers are trying to reach YAYAs© through traditional media outlets but in unexpected places, such as running national advertising in college newspapers. - Adam Sichko, The Business Review.

* “Many advertisers and their ad agencies have long understood the appeal of online gaming among teenage boys, and they have now found creative ways to effectively reach these female audiences with targeted ad campaigns,” said Edward Hunter, director of Gaming Solutions at comScore. “With the increased interest in online gaming among the highly lucrative teenage girl and older female demographic segments, marketers who have been hesitant to transfer some of their ad spend to the gaming space may now be taking a second look.” - (2008, Sept. 15). Online Gaming Popularity Grows Among Youngest and Oldest Female Segments in the U.S.. Retrieved

January 20, 2009.

* 75% of YAYAs© agree that there “is too much advertising’” nowadays.

-Global Research Director. 31 January 2008. “Circuits of Cool Youth & Technology in America.”

* Levi’s, Gatorade, Nike and Guitar Hero have successfully used “viral videos.” * “Unbranded videos typically fare better than run-of-the mill commercials.” * “They know when something is real and not real. They are much more savvy than we give them credit for,” said Doug Sweeney, director of brand marketing at Levi’s. * Authenticity is important to YAYAs©. * Nike videos included a Brazilian soccer star kicking the ball from 100 feet away on the crossbar and Kobe Bryant jumping over a car to dunk a basketball. * Even though advertisers get flack for seeming dishonest, there is a lot of conversation in online communities. * “The approach is unlikely to end soon as advertisers such as Activision see major brand benefits from the videos. The old push model is passé, particularly among young consumer bases.”

- Morrissey, Brian (2008, December 15). Viral Video Hits Blur the Authenticity Line. Ad Week, [XLIX(37)], [8].

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Successful Campaigns The Obama Campaign- Social Media * Barack Obama boomed into the lives of YAYAs© with his use of social media. Recognizing the impact these forums have on YAYAs© (Facebook,Twitter, iPhone, to name a few), he mobilized YAYAs© and got them talking about the upcoming election. Everything from his logo to the typeface he used screamed “young,” resulting in YAYAs© running to the polls in record numbers to give him their vote.

- <www.BarackObama.com>

* “According to Fleishman-Hillard’s Ms. Mooney, the Obama campaign’s mastery of cutting-edge social media, through the my.barackobama.com site (known internally as “MYBO”), is optimized for millennial appeal. For this generation, “the new pronoun is me, my. Using my-dot brings it to a personal level.”” * “The MYBO site shows that Mr. Obama’s campaign has made the leap from CRM (customer relationship management) to CMR (customer-managed relationship) better than many commercial marketers, according to Ms. Mooney. “Young people want to be in control of their relationship with a brand. They want to customize and personalize,” as they can on iTunes, Mobile Me and YouLocate. The campaign’s site allows this with its use of tagging, discussion boards, photo uploads and other interactive elements.” -

* Digitally savvy to attract young people. * Sent cell phone blasts to people to make them aware of personal appearances and organize networks of volunteers. * The title of his website, “mybarackobama.com” gives YAYAs© a sense of ownership and a sense that they are apart of the campaign. * Areas for donations amounted in $2.9 million in online donations coming in by way of increments of less than $100. * “Yes We Can” by WILL.I.AM resonated with YAYAs©

- Obama:Digital Change Agent. AdWeek, [XLIX(37)], [18].

Gossip Girl and Secret deodorant- Risque Approaches * Gossip Girl used advertisements with risqué pictures and the caption “OMFG.” * The Parents Television Council called the show “mind-blowingly inappropriate” because of its profanity and sexual imagery. * Gossip Girl responded by using the “mind-blowingly inappropriate” line in their ads. * Secret deodorant was criticized for airing a spot on the controversial television show, “Tila Tequila.” * Although these types of approaches are controversial, they break through the clutter.

- The Year on AdWeek. AdWeek, [XLIX(37)], [15].

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What’s G?- Gatorade’s Viral Marketing and Re-branding * What’s G? Good question. It is sparking YAYA© conversation. The commercials, released New Years day, feature various artists and athletes, defining what “G” means. * Simultaneously, the letter “G” has been utilized in the re-branding of Gatorade. * Whatsg1965 has posted multiple videos on YouTube, none of which mentions Gatorade or sports drinks of any kind. All the videos suggest a new attitude and direction for the brand. * “What’s G?” really engages the curious YAYA©, allowing them to interact with the Gatorade brand. The process of the discovering the purpose of the ads, or knowing their origin makes YAYAs© feel like they are in-theknow.

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Chrysler- Customization * YAYAs© don’t want to haggle when buying an automobile; they want to pick their extras. * Chrysler is tweaking its interiors to allow for more customization. A multimedia screen on the dashboard could allow drivers to change the appearance and color of their speedometers and allow them to change the kinds of information presented.

- Silke Carty, Sharon (2009 Jan 17). ABC News Industry Info. Retrieved January 21, 2009.

Nissan- Going Green * “Recognizing that the future of the planet lies in the hands of talented and motivated students in science, engineering, business, public policy and other fields, Nissan North America and World Wildlife Fund have formed a partnership to empower young leaders on college campuses to become effective advocates for the environment. The Nissan-WWF Environmental Leadership Program provides tomorrow’s leaders with opportunities to learn about the most pressing issues facing the global environment; meet with scientists, policy makers, and business leaders addressing these issues; develop leadership skills; receive hands-on experience in scientific field research and build a network of peers from around the country in a variety of academic disciplines.”

-2008. Nissan-WWF Environmental Leadership Program. Retrieved January 20, 2009.

Twitter- Keeping Things Simple * Twitter only has one purpose- to ask the question, “What are you doing?” Users answer this question with frequent online status updates to let others know what they’re up to. * Each status update has a 140 character limit, keeping it short, sweet and simple. * Twitter index for 18-24 year-olds: 171. * 49 percent of users are YAYAs©.

- All A-Twitter. AdWeek, [XLIX(37)], [20].

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Raw Tea- Tea Party * The release of Raw Tea line was backed up by a viral video advertising campaign, based around a musical commercial video titled “Tea Partay.” OVERVIEW: The video heavily exploits the preppie theme and is ostensibly performed by a band named Prep-Unit (P-Unit). The song contains references to the WASP lifestyle. The video was popular on the Internet, with more than 3 million hits (by April 2007) on YouTube alone. A sequel for Tea Partay was created to promote Smirnoff’s new Raw Green Tea. This new Tea Rap, known as Green Tea Partay, features a West Side Beverly Hills rap group known as the Boyz N The Hillz featuring white nouveaux riche stereotypes rather than their East Side Old Money counterparts. Spurred by a series of “disses,” Boyz N The Hillz rap about the California lifestyle along with insults towards those who act like the boys of P-Unit. WHY IT WORKED: “‘Tea Partay’ was a very effective viral campaign. At first, when I watched this video on Youtube, I did not know it was made for Smirnoff, but rather it was a very entertaining piece of work. It was fun, so I told my friends about it. I still don’t even remember whether the actual Smirnoff Tea was shown during the video, I just know that in the end, there is a Smirnoff logo, with voice over saying “Drink responsibly” over the black screen.” -

Cadbury- Gorilla * Gorilla is a 2007 advertising campaign to promote the Cadbury Dairy Milk-brand chocolate within the United Kingdom. OVERVIEW: As Collins’ “In the Air Tonight” drum solo kicks in, the gorilla begins enthusiastically drumming in time with a look of concentration and passion on his face, at times closing his eyes and looking skywards. The performance continues for thirty seconds. WHY IT WORKED: Again, it was very entertaining to see Gorilla so enthusiastically drumming, and people do not notice that it is a commercial for a Cadbury chocolate. I heard about this video from my friend, and I think it is a great viral campaign. (It was made by British advertising agency for British public, but due to its popularity, it almost hit every person on the globe, especially YAYAs© who are keen to online video sharing sites.) The commercial was uploaded to video sharing website YouTube shortly after it first aired, and was viewed over 500,000 times in the first week.

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Dove- Evolution OVERVIEW: Dove put out a video showing “a pretty, but ordinary girl” who turns into a billboard model with heavy make-up through a series of “photoshopping” adjustments made to alter her appearance. Parodies on YouTube alone received over 5 million hits. WHY IT WORKED: It was a very powerful advertising campaign in a sense that it reminds us that all the unreal and distorted beauty we admire in the media is making us continually dissatisfied with what we have. Viewers felt the commercial was not for a profit-driven company but rather for a company that is trying something new to inform people about the right way to appreciate themselves. The finishing statement on the video, “No wonder our perception of beauty is distorted,” was a very strong message.

Forgetting Sarah Marshall OVERVIEW: All over the streets of New York appeared what seemed to be hand-written billboards, signs and posters. Each ad declared hatred for an unknown Sarah Marshall. The only other information given was a website called IhateSarahMarshall.com. The site turned out to be a blog “written” by a character in an upcoming movie called Forgetting Sarah Marshall. The character poured out his heart and documented his breakup with movie star Sarah Marshall. WHY IT WORKED: The campaign was impossible to ignore, and it seemed real. Viewers felt like they were a part of the relationship, engaging in the characters “lives.”

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MacBook Air

OVERVIEW: MacBook Air is the thinnest and lightest laptop ever created by Apple. The ad shows a white background with nothing but and an envelope on the screen. A song (New Soul by Yael Naim) plays while a hand slowly opens the envelope and pulls out the new MacBook Air. It is then set on top of the thin envelope for the world to see. WHY IT WORKED: People talked about it. There were YouTube parodies and endless blogs discussing whether or not this commercial was real. The product itself was innovative, but the USP in the ad was perfectly displayed. The music chosen was perfect as well.

- -

State Farm Insurance- NowWhat.com OVERVIEW: State Farm Insurance ran a series of teaser ads involving odd situations in which YAYAs© might require insurance. Situations included doors getting taken off cars and engagement rings being destroyed by the garbage disposal. The television ads gave no information as to who the advertiser was, other than a website: NowWhat. com. When a viewer’s curiosity took them to the site, they found a whole world of interactive situations leading them back to State Farm’s main site. The campaign aimed to change YAYAs’© brand perception of State Farm. WHY IT WORKED: It is a branded experience that hits close to home. They are attempting to brand the “Now what?” moments in life, which we all experience at some point.

-

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Sonic- Humor Approach

OVERVIEW: Two improvisational actors are in a car, talking about food at Sonic. It’s that simple. But it’s funny.

WHY IT WORKED: I think the theme of these ads is very indicative of YAYA© humor. Comedians like Will Ferrell and movies like Wedding Crashers follow this same kind of witty banter. People go online just to watch these Sonic commercials. They have become a part of pop culture, something every brand only dreams of happening.

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The Dark Knight OVERVIEW: The campaign began almost a year before the release of the film and centered around the mysterious character the Joker. The identity of the Joker was kept very secretive in order to create hype about the movie. The online portion of this campaign included five microsites, banner ads and a movie website. It also included an outdoor campaign that included posters, building-side banners, and graffiti mirroring the posters. Check out this site for an example of this expansive campaign: http://blog.girvin.com/?p=1435. WHY IT WORKED In it’s opening weekend, The Dark Knight broke box office records for movie sales. The movie took in a record $155.34 million in its first weekend, topping the previous best of $151.1 million for Spider-Man in May 2007. As one blogger suggested, most movie campaigns do not focus on the story of the movie, but create unrelated games. Because this campaign focused on the story of the characters and brought the city of Gotham to life, it was able to capture the attention and imagination of fans everywhere.

- - - -

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Wendy’s- Baconater Changing Skins

OVERVIEW: Appearing on Pandora.com and Myspace.com (two websites that are very popular among YAYAs©) the advertisement taps into the desires of YAYAs© to personalize their space by giving them four different options for changing the background of their website. The ad also introduced the line of new hand-mixed milk shakesan expansion from Wendy’s classic chocolate frosty. WHY IT WORKED: On Pandora.com, this advertisement stood out because of its ability to interact with the user without having them leave the website. This is important because it introduces the brand without creating pop-ups that can be a turn-off to younger users. It touches on a key insight about YAYAs©: it gives them a chance to customize the ad to their personal taste while introducing a new product. This thereby links the product to the idea of personalization. Placement was also key to the effectiveness of this campaign. The ad appeared on sites that also cater the desire for customization and personalization. Pandora.com allows users to create their own radio station that plays only the music they like. Myspace.com allows users to create their own personalized page from which they can interact with others.

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Malibu- Get Your Island On OVERVIEW: “Ricard’s Malibu-Kahlua unit has unveiled “Get Your Island On,” a new global advertising campaign for its Malibu rum brand. Inspired by the brand’s Caribbean heritage, the campaign made its U.S. debut on December 24 with two television spots on networks such as Comedy Central, USA and Spike. Created by Droga 5 and Publicis, the “Get Your Island On” ad push will expand to print, radio, out-of-home and additional television executions in the spring, when it is also expected to debut in Canada, the U.K., Ireland and the Netherelands. The launch of “Get Your Island On” coincided with Winter Beach Bash, Malibu’s on-premise promotion program in 16 U.S. markets, which emphasized the new campaign through a real Caribbean experience featuring flip flops, Malibu cocktail tastings and virtual volleyball games.” WHY IT WORKED: “The iconic ‘Seriously Easy Going’ campaign captured the laid-back vibe of the islands and established Malibu as truly Caribbean,” said Jason Nussbaum, Malibu’s Brand Director for Pernod Ricard USA. “’Get Your Island On’ builds on this equity and introduces the energy of the Caribbean to highlight Malibu’s vibrant spirit.”

-“Malibu Receives New Ad Campaign,” Paula Pou, Wine Spectator, January 03, 2008

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