Millennials, what makes them different and what to think about when engaging them My presentation to Property Week's Student Accommodation Conference 2014

1. What Really Makes Millennials Tick? 5 Insights and 5 Watch Outs
Dr Matt Carter
Founder of Message House
@MattCarterUK

2. •Wells Fargo Millennial Study, 2014
•TripAdvisor Insights, 2014
•Expedia/Egencia Harris International “Future of Travel”, October 2014
•Ipsos MORI/NOP “Attitudes to Homosexuality”, April 2014
•Telefónica / Financial Times “Global Millennial Study”, conducted by PSB, 2013
•JWT “Travel: Changing Course” study, US/UK data, 2013
•British Social Attitudes Study, 2013
•Pew Research Center/Washington Post study, June 2013
•Pew Research Center “Cell Phone” study, April 2012
•PWC “Millennials at Work” study, 2011
Sources
SLIDES SHARED ON:
On Twitter: @MattCarterUK
On LinkedIn: Matt Carter, Message House

4. Source: Marc Beaudet, January 2008

5. 5 Insights
5 Watch Outs

6. #1 Tech Savvy
Source: Telefonica/FT PSB Global Study, 2013
83%
North America
Latin America
Middle East & Africa
Asia
68%
72%
Central & Eastern Europe
60%
Laptop
83%
Desktop
50%
Tablet
37%
Laptop
62%
Desktop
58%
Tablet
22%
Laptop
72%
Desktop
49%
Tablet
22%
Laptop
66%
Desktop
45%
Tablet
20%
Laptop
77%
Desktop
49%
Tablet
31%
Laptop
64%
Desktop
56%
Tablet
23%
Global smartphone penetration in 2011: 30%*
71%
Western Europe
79%

7. #1 Tech Savvy
Source: Telefonica/FT PSB Global Study, 2013
7 hours
7
hours
North America
Latin America
Central & Eastern Europe
Western Europe
Middle East & Africa
Asia
5 hours
5
hours
6
hours
6
hours

8. 60
48
36
22
18-29
30-49
50-64
65+
#1 Tech Savvy
Qu: Do you ever sleep with your cell phone next to your bed because you want to make sure that you don’t miss any calls, text messages or updates during the night? (% Yes)
Source: Pew Research Center Cell Phone Study, 2012

9. #2 Sharing Generation

10. #2 Sharing Generation

11. 51
45
63
35
67
28
68
26
More important for the federal government to investigate possible terrorist
threats, even if that intrudes on personal privacy
More important for the federal government not to intrude on personal
privacy, even if that limits its ability to investigate possible terrorist threats
18-29
30-49
50-64
65+
Source: Pew Research Center/Washington Post study, June 2013
#2 Sharing Generation

12. #3 Liberal minded
say they
are less devout
than their parents
51%
say they are
open toward
other religions
and beliefs outside
their own
76%
say they
would consider
marrying someone
with different
religious beliefs
80%
Source: Telefonica/FT PSB Global Study, 2013

13. Source: Ipsos MORI/NOP, UK April 2014
#3 Liberal minded
69
51
24
18-34
35-54
55+
Qu: For the following statement, please tell me whether you agree or disagree: Homosexuals should be allowed to marry each other? (% Strongly Agree)

14. 61
65
71
68
73
83
45
57
57
61
70
73
18-24
25-34
35-44
45-54
55-64
65+
% identifying with a political party
% saying it’s everyone’s duty to vote
#3 Liberal minded
Source: British Social Attitudes Study, 2013

15. Qu: Which of the following factors, if any, influenced your decision to accept your current job?
#4 Experience matters more than money
Source: PWC Millennials at Work study, 2011
Opportunity for development and reputation of the organisation more important than starting salary

16. Key factors in choosing a holiday destination
#4 Experience matters more than money
Source: TripAdvisor Insights, 2014

17. agree
“I am optimistic
about my future”
83%
agree
“I know exactly
where I want to be
in 10 years”
75%
#5 Inner Confidence
Source: Telefonica/FT PSB Global Study, 2013

18. 5 Insights
5 Watch Outs

19. #6 More demanding especially of technology

20. #7 More likely to complain
Source: Expedia/Egencia Harris International, October 2014
of 18-34 yrs
26%
of 35+ yrs
14%
% who have posted a negative review about
a holiday experience online in the last year

21. % decline in minutes watching TV each week 2010-2013
#8 More difficult to reach in traditional media
-12
-14
-7
-8
-5
-0.7
-0.5
Under 16
16-24
25-34
35-44
45-54
55-64
65+
Source: OFCOM Communications Market Report, August 2014

22. #9 More in debt and more likely to be back home
Source: Student Loan Statistics, House of Commons Library, November 2014; ONS 2014
£44,000
Average student debt
on 2012 graduation
26%
Percentage of 20-34 yrs
living with parents in UK

23. #10 Even more expecting of the future
Source: Wells Fargo Millennial Study, 2014
68% of Millennials expect
their standard of living to be better than their parents.

24. THANK YOU!

25. What Really Makes Millennials Tick? 5 Insights and 5 Watch Outs
Dr Matt Carter
Founder of Message House
@MattCarterUK