Copyright 2012 Richard Sweeney Bridging the Generation Gap: A Millennial Focus Group...

Copyright 2012 Richard Sweeney

Bridging the Generation Gap: A Millennial Focus Group Bridging the Generation Gap: A Millennial Focus Group [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208

ellucian.ellucian.TM CIO Conference June 20, 2012, Orlando, FloridaCIO Conference June 20, 2012, Orlando, Florida

Bridging the Generation Gap:Bridging the Generation Gap:A Live Focus Group A Live Focus Group

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1. 40 minutes - What does the researchresearch say about the Millennials? The Millennial panelists will not be present.

2. 50 minutes- I will conduct a live Millennial live Millennial focus group focus group of local students. Audience Audience will be able to ask questions during the last will be able to ask questions during the last 15 minutes.15 minutes.

Today’s Agenda

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http://www.generationsatwork.com/articles/millenials.htm Claire Raines Associates Managing Millennials 2002

“They’re variously called the Internet Generation, Echo Boomers, the Boomlet, Nexters, Generation Y, the Nintendo Generation, the Digital Generation, and, in Canada, the Sunshine Generation. But several thousand of them sent suggestions about what they want to be called to Peter Jennings at abcnews.com, and “MillennialsMillennials” was the clear winner.”

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Horovitz, Bruce. “Generation Whatchamacallit; The naming game about tomorrow's youth.” USA Today May 7, 2012. http://www.lexisnexis.com.libdb.njit.edu:8888/hottopics/lnacademic/?

New names for the generation under 12?

iGen?

Gen Z?

Gen Wii?

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6

Generations Birth Years Ages in 2012

GI GenerationGI Generation 1901 - 19241901 - 1924 88 - 10188 - 101

Silent Generation Silent Generation 1925 – 19451925 – 1945 67 – 8767 – 87

Baby BoomersBaby Boomers 1946 – 1964 1946 – 1964 48 – 6648 – 66

Generation X Generation X 1965 – 1979 1965 – 1979 33 – 4733 – 47

MillennialsMillennials 1980*- 2000*1980*- 2000* 12 - 32 12 - 32

iGen? Gen Z? iGen? Gen Z? Gen Wii?Gen Wii?

*2001 – Presen*2001 – Present 0 – 110 – 11

*Experts differ on start & end date of Millennial generation*Experts differ on start & end date of Millennial generation



“The manic commercialization of Internet content arguably began with the initial public offering of Netscape in August 19951995.” p. 1379

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Mowery, David C. and Timothy Simcoe. “Is the Internet a US invention?—an economic and technological history of computer networking?”. Research Policy. 31:8-9 (2002) p1369-1387.

Today’s typical college freshman was only 1 year old in 1995 when the Internet began.



MILLENNIAL PANELSMILLENNIAL PANELS over 60 Millennial panels

8 to 14 Millennials each

Canada, Egypt, Guatemala

Over 24 US States: Arizona, California, Colorado,

Connecticut, Florida, Georgia, Kansas, Louisiana,

Massachusetts, Michigan, Minnesota, Missouri, Nebraska,

Nevada, New Jersey, New Mexico, New York, Ohio,

Pennsylvania, Rhode Island, Tennessee, Texas, Washington

D.C, and Wisconsin.

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Are Millennials different from prior generations at the same age?

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Bridging the Generation Gap: A Millennial Focus Group Bridging the Generation Gap: A Millennial Focus Group [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208Bridging the Generation Gap: A Millennial Focus Group Bridging the Generation Gap: A Millennial Focus Group [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208

MillennialsMillennialsGen XGen XBoomersBoomersSilentSilentGI GenGI Gen Gen Z?Gen Z?



MillennialsMillennialsGen XGen XBoomersBoomersSilentSilent

The number of Americans turning 18 years old peaked in 2008 and will remain below that level for another decade.

The number of Americans turning 18 years old peaked in 2008 and will remain below that level for another decade.

GI GenGI Gen Gen Z?Gen Z?



MillennialsMillennialsGen XGen XBoomersBoomersSilentSilentGI GenGI Gen

Workforce 2012 1945 1989

Assumption: entry age: 23 retirement age: 67

Gen Z?Gen Z?



MillennialsMillennialsGen XGen XBoomersBoomersSilentSilentGI GenGI Gen

Workforce 2022 1955 1999

Assumption: entry age: 23 retirement age: 67

Gen Z?Gen Z?



Increased CompetitionIncreased Competition

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College Board College Board Data from WebData from Web

14



U.S. Births in Thousands

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Years

Bir

ths

in 1

,00

0s

Births

Boomers Generation X Millennials

1946 1964 1965 1978 1979 1994

1977 1994

19822000

19 Years 14 Years 16 Years

Avg. 3,415

3,415

Avg. 3,832

3,415

Avg. 3,993

3,415

Millennials In Workforce

Born 1979-1985

23 yrs & older

Huge GenerationHuge Generation

Millennials Not In Workforce

Born 1986-1994

Under 23 yrs old

Workforce 2008

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2008


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20College Board College Board Data from WebData from Web

20

2008



21

2008


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2008



Nichole J Borges et al. “Comparing Millennial and Generation X Medical Students at One Medical School. Academic Medicine; 81.6 (2006): 571-576

“Using descriptors from the 16PF subscales, we found that Millennial students are more warm and outgoing (WarmthWarmth), more abstract than concrete (ReasoningReasoning), more adaptive and mature (Emotional StabilityEmotional Stability), more dutiful (Rule Rule ConsciousnessConsciousness), more socially bold and adventuresome (Social BoldnessSocial Boldness), more sensitive and sentimental (SensitivitySensitivity), more self-doubting and worried (ApprehensionApprehension), more open to change and experimenting (Openness to Openness to ChangeChange), and more organized and self disciplined (PerfectionismPerfectionism) compared to Generation X medical students.” p. 574

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Personality TestPersonality Test



Nichole J Borges et al. “Comparing Millennial and Generation X Medical Students at One Medical School. Academic Medicine; 81.6 (2006): 571-576

“Furthermore, we found Millennial medical students to be less solitary and individualistic (Self Reliance) than their Generation X counterparts.” 574

Note: this study looked only at medical schools students:

Generation X born 1965 - 1980“Cuspars” born 1975 – 1980 (Gen X Subset)Millennials born 1981 - 1989

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Nichole J Borges et al. “Differences in motives between Millennial and Generation X medical students.” Medical Education; (2010) 44: 570-576

“Millennial students scored higher than Generation Xstudents on the needs for Achievement and Affiliation.Thus, our study findings may substantiate thecontentions of population theorists that, comparedwith previous generations, Millennials have greaterMillennials have greaterneeds to belong to social groups and to share withneeds to belong to social groups and to share withothers, stronger team instincts and tighter peerothers, stronger team instincts and tighter peerbonds, and greater needs to achieve and succeedbonds, and greater needs to achieve and succeed.” p. 574


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Nichole J Borges et al. “Differences in motives between Millennial and Generaiton X medical students.” Medical Education; (2010) 44: 570-576

“Our hypothesis that Millennial students would have a Our hypothesis that Millennial students would have a greater need for Power was not supported in this studygreater need for Power was not supported in this study, suggesting that Millennials may have less need to influence others and ensure that their ideas prevail compared with Generation X students. Instead, the team-oriented Millennials Millennials are probably drawn to consensusare probably drawn to consensus.” p. 574

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“In our attempt to make sense of why our hypothesis was not supported, we revisited some of the differences between Millennials and Generation X-ers posited by population theorists. Our review led us to entertain the idea that perhaps GenerationGenerationX-ers scored higher on the need for PowerX-ers scored higher on the need for Power because some of their personal characteristics (i.e. resourcefulness and independence) contribute to their self-sufficiency and self-assertion, which can be considered hallmark behaviours associated with individual power.1,26.” p. 574

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“This research provides empirical evidence that supports the assertions of population theorists that Millennial students differ from Generation X students in certain behaviours and preferences. Findings from this study suggest that differences in motives of Achievement, differences in motives of Achievement, Affiliation and Power exist between Millennial and Affiliation and Power exist between Millennial and Generation X medical studentsGeneration X medical students.” p. 574

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Millennial True – False Question Quiz Millennial True – False Question Quiz Raise your hand if true.

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1. Most Millennials’ favorite music is Hip Hop / Rap.True or False










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1. Most Millennials’ favorite music is Hip Hop / Rap.False False

Millennials don’t have a generational music. Millennials don’t have a generational music. Only 22% say rap is their favorite.Only 22% say rap is their favorite.



Source: National Endowment for the Arts. 2008 Survey of Public Participation in the Arts

13.4% or Greater Millennials Mill/GenX GenX Boomers Boomers Silent Silent plus

18-24 25-34 35-44 45-54 55-64 65-74 75 and over

Classical/Chamber 3.1% 3.4% 4.6% 8.0% 11.6% 18.8% 16.4%

Opera 0.0% 0.3% 0.5% 0.3% 0.2% 2.4% 4.1%

Broadway/ Musicals 0.6% 2.6% 0.3% 0.6% 3.7% 5.7% 14.3%

Jazz 3.0% 3.6% 6.7% 6.5% 8.0% 10.0% 4.3%

Classic Rock/Oldies 16.6% 15.4% 33.4% 38.8% 31.6% 20.4% 16.7%

Contemporary rock 18.6% 19.5% 12.4% 8.0% 1.9% 2.6% 1.0%

Rap/hip hop 22.1% 10.5% 3.0% 1.6% 0.0% 0.0% 0.0%

Blues / R&B 4.4% 4.8% 4.4% 5.5% 5.7% 2.1% 1.6%

Latin 5.0% 6.8% 3.3% 2.5% 3.2% 1.5% 0.0%

Country 16.5% 16.9% 16.0% 15.8% 17.3% 20.6% 21.4%

Bluegrass 0.5% 1.2% 1.0% 0.6% 1.2% 1.0% 2.5%

Folk 0.0% 1.3% 1.1% 0.7% 2.2% 2.1% 0.0%

Hymns/Gospel 4.8% 8.8% 6.9% 7.3% 11.2% 9.8% 13.4%

Other 4.7% 5.1% 6.3% 3.8% 2.1% 3.0% 4.3%









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2. In the 2008 presidential election, Millennials were the only age group that grew as a percentage of the total electorate.

True or False










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2. In the 2008 presidential election, Millennials were the only age group that grew as a percentage of the total electorate.

TrueTrueMore 18-29 year olds voted and fewer 60+ voted.More 18-29 year olds voted and fewer 60+ voted.




Data Source: CNN http://observationalism.com/2008/11/09/selected-exit-poll-comparisons-2000-2004-2008/http://www.cnn.com/ELECTION/2008/results/president/

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BUSH

BUSH 2000 2004 2008

18-29 years old 17% 17% 18%18%

30-34 years old 29% 29% 29%

45-59 years old 30% 30% 30%

60 and older 24% 24% 23%23%

Change in Percentage of Electorate Voting

Politically EngagedPolitically Engaged









34

3. Millennials strongly prefer experiential, “hands-on” learning.

True or False










35

3. Millennials strongly prefer experiential, “hands-on” learning.

TrueTrueMillennials definitely prefer “hands-on” activities such Millennials definitely prefer “hands-on” activities such

as role playing, lab work, simulations, case studies, as role playing, lab work, simulations, case studies, gaming, kinesthetic studios, interactive work, etc.gaming, kinesthetic studios, interactive work, etc.




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Experiential / InteractiveExperiential / Interactive

“Of the students that preferred a single mode of information presentation, more than two thirds, 68%, more than two thirds, 68%, preferred kinesthetic methodspreferred kinesthetic methods, 17% preferred the read/write approach, 11% preferred visual, while only 4% of students preferred the aural or lecturing presentation mode. Of the students that preferred multiple modes of Of the students that preferred multiple modes of information presentation, 84% included kinesthetic modesinformation presentation, 84% included kinesthetic modes. Of the students that preferred two types of information presentation or bimodal learners, 26% preferredboth read/write and kinesthetic, 23% preferred visualand kinesthetic, 4% preferred visual and read/write, while 12% preferred aural and kinesthetic.” p.27

Meehan-Andrews, Terri A. . “Teaching mode efficiency and learning preferences of first year nursing students”. Nurse Education Today. 29:1 (2009) 24-32



James C. Rosser Jr, MD; Paul J. Lynch, MD; Laurie Cuddihy, MD; Douglas A. Gentile, PhD; Jonathan Klonsky, MD; Ronald Merrell, MD “The Impact of Video Games on Training Surgeons in the 21st Century” Arch Surg. 2007;142(2):181-186.

“Results Past video game play in excess of 3 h/wk correlatedPast video game play in excess of 3 h/wk correlated with 37% with 37% fewer errors (fewer errors (PP<.02) and 27% faster completion (<.02) and 27% faster completion (PP<.03).<.03). Overall Top Gun score (time and errors) was 33% better (P<.005) for video game players and 42% better (P<.01) if they played more than 3 h/wk. Current video game players made 32% fewer errors (P=.04), performed 24% faster (P<.04), and scored 26% better overall (time and errors) (P<.005) than their nonplaying colleagues. When comparing demonstrated video gaming skills, those in the top tertile made 47% fewer errors, performed 39% faster, and scored 41% better (P<.001 for all) on the overall Top Gun score. Regression analysis also Regression analysis also indicated thatindicated that video game skill and past video game experience are video game skill and past video game experience are significantsignificant predictors of demonstrated laparoscopic skills.predictors of demonstrated laparoscopic skills.

GamersGamers

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“In interpreting the results, the recognition of the recognition of interactivity clearly influences interactivity clearly influences satisfactionsatisfaction positively positively. Thus the skillful application of interactive functionality interactive functionality in instructional context cancan have a positive effect have a positive effect on student attitudes toward lesson content, which in turn could lead to decreased resistance and increased attention to lessons and online assignments. p. 143

38

Gleason, James and Laura Beth Daws. “Chapter 8: Interactivity and It’s Effect on Student Learning Outcomes”. p129-149, Teaching, Learning and the Net Generation: Concepts and Tools for Reaching Digital Learners. Ed. Sharmila Pixy Ferris. Hershey, PA: Information Science Reference. 2012,




“[SUNY Fredonia Psychology] Students in the podcast condition had an average score of 71.24%podcast condition had an average score of 71.24% (SD = 16.50%), whereas students in the lecture lecture condition had an average score of 62.47%condition had an average score of 62.47% (SD = 17.03%). This result was surprising given the assumption that students who attend class and take notes normally score best on exams.” p. 621

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McKinney, Dani; Jennifer L. Dyck, Elise S. Luber. “iTunes University and the classroom: Can podcasts replace Professors?. Computers & Education. 52:3 (2009) p617-623.

Media ConsumersMedia Consumers



“Students who took additional notes scored significantly higher, 76.23% (SD = 13.61%) than students who merely listened to the podcast but did not take additional notes, 62.08% ( SD = 17.93%).

The mean of the students who merely listened to the podcast but did not take additional notes, was not significantly different than the in-class lecture students, t(42) = .06 p>.05.” p. 621

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“The results of this study are in no way an indication no way an indication that audio copies of lectures could or should replace that audio copies of lectures could or should replace actual professorsactual professors, or even regular class attendance.The advantage the students in our study received was only when the student took notes as they would do during a lecture, and when they listened to a lecture more than once.” p. 622

41





Dahlstrom, E., de Boor, T., et al. ECAR National Study of Undergraduate Students and Information Technology, 2011 Boulder, Colorado: EDUCAUSE Center for Applied Research, 2007 (www.educause.edu/ecar)



“Integrating virtual pedagogies (Internet and interactive simulations) to support the venerable face-to-face classroom not only helps to tailor our teaching styles to our students’ learning styles, it also broadens the boundaries of our “teaching space”Brower (2003) and Simonson, Schlosser and Hanson (1999) suggest that we can enhance the learning experience if we can produce a “touch effect” with technology— creating the sense of personal creating the sense of personal involvement and interactioninvolvement and interaction via technology. p. 75

43

Proserpio, Luigi; Gioia, Dennis A. “Teaching the Virtual Generation”. Academy of Management Learning & Education, 6:1 (2007), p69-80,




“The least boring teaching methods were found to be seminars, practical sessions, and group discussions. In other words, tech-free classrooms were the most engaging.” …[April issue of British Educational Research Journal]

His philosophy is that the information delivery common in today’s classroom lectures should be recorded and lectures should be recorded and delivered to students as podcasts or online videos before delivered to students as podcasts or online videos before classroom sessionsclassroom sessions. To make sure that students tune in, he gives them short online multiple choice tests.” p. A13

44

Young, Jeffrey R. “ ‘Teach Naked’ Effort Strips Computers from Classrooms”. Chronicle of Higher Education , LV:42 (2009), A13-80,




Pauley, John and Urs Gasser. Born Digital: Understanding the First Generation of Digital Natives. New York: Basic Books, 2008

“Interaction and a sense of communitycommunity are the key requests of those born digital when it comes to online learning, as surveys indicate.” p. 248

[citing Joel Hartman, Patsy Moskal, and Chuck Dziuban,”Preparing the Academy of Today for the Learner of Tomorrow”. In Diana G. Oblinger and james L. Oblinger, ed.s Educating the Net Gegeneration (Boulder: Educause, 2005), pp. 6.6-6.10

45




“Because of their collaborativecollaborative upbringing, law students of the Millennial generation thrive on interactiveinteractive lessons.” p. 12

“Is Your Firm Ready to Make Learning High-Tech & Fun?” Compensation & Benefits for Law Offices; Aug2007, Vol. 7 Issue 8, p1-15, 5p

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Collaborative / Social NetworkingCollaborative / Social Networking



“We highlight three features associated with effective learning that have implications for teaching the virtual generation: (1) active involvementactive involvement by students in the learning process, (2) facilitative social settingsfacilitative social settings, and (3) problem based focusproblem based focus. (Alavi, 1994; Alavia, Wheeler, & Valacich, 1995; Johnson and Johnson, 1975).p. 74

48











49


4. Millennials invest more time with user-generated content (Blogs, wikis, YouTube, etc.) than company-generated content.

True or False









50

4. Millennials invest more time with user-generated content (Blogs, wikis, YouTube, etc.) than company-generated content.

TrueTrueUser generated content is more important than User generated content is more important than

corporate content but only with Millennials.corporate content but only with Millennials.




“According to the survey, Millennials invested 51 percent of their Internet time with user-generated content and only 49 percent on company-generated content. The survey average was 34 percent of time to user-generated content and 66 percent to company-generated content. Millennials, therefore, invest 50 Millennials, therefore, invest 50 percent more time with user-generated content than the percent more time with user-generated content than the average user.”average user.” p. 68

Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p, 1c

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Millennial CharacteristicsMillennial Characteristics



“Millennials, however, do not view the online space in any way, shape or form as a conventional mediamedia channel. 68

Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p,

52










53

5. Millennials rely primarily on the internet for their news.

True or False










54

5. Millennials rely primarily on the internet for their news.

TrueTrueMillennials are much more likely than Boomers to get Millennials are much more likely than Boomers to get

their news from the internet than from either TV or their news from the internet than from either TV or newspapers.newspapers.




“Media influences: Baby Boomers relyon traditional media such as television (50percent Boomers, 27 percent Generation Y)and newspapers (19 percent versus 6 percent),while Generation Y business ownersrely on the Internet for news rely on the Internet for news (31 percentversus 9 percent of Boomers). p. 15

“Boomers vs. Gen Y”. Community Banker; Sep2007, Vol. 16 Issue 9, p15

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“In short, the future of the U.S. News industry is seriously threatened by the seemingly irrevocable move by young people away from traditional sources of news.”

Merrril Brown, “Abandoning the News.” Carnegie Reporter 3.2 (Spring 2005)

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ReadingReading









57

6. 55% of Millennials voted for Obama. True or False










58

6. 55% of Millennials voted for Obama. FalseFalse

65% of Millennials voted for Obama65% of Millennials voted for Obama




“Election Results 2008; National Exit Polls Table”. New York Times. 5 Nov 2008

http://elections.nytimes.com/2008/results/president/national-exit-polls.html

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BUSH

BUSH

Candidates Voting by Age Groups

2000 2004 2008

Gore Bush Kerry Bush Obama McCain

18-29 years old 48% 46% 54% 45% 65%65% 32%

30-34 years old 48% 49% 46% 53% 52% 46%

45-59 years old 48% 49% 48% 51% 49% 49%

60 and older 51% 47% 46% 54% 47% 51%51%

More LiberalMore Liberal



Pryor, John H. et al. “2008 CIPA Freshmen Survey Report” UCLA The Higher Education Research Institute (HERI). http://www.gseis.ucla.edu/heri/

More LiberalMore Liberal

Understanding & Engaging Millennial Generation StudentsUnderstanding & Engaging Millennial Generation Students [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208









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7. The vast majority of Millennials socialize with someone of another racial /ethnic group.

True or False










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7. The vast majority of Millennials socialize with someone of another racial /ethnic group.

TrueTrueAn overwhelming 93% socialize with someone of An overwhelming 93% socialize with someone of

another racial / ethnic group. another racial / ethnic group.




Pryor, John H. et al. “CIPA Freshmen Survey Report” UCLA The Higher Education Research Institute (HERI). http://heri.ucla.edu/cirpoverview.php









64

8. Millennials text message 7 times more than 50-year-olds.

True or False










65

8. Millennials text message 7 times more than 50-year-olds.

TrueTrue




66

Nomadic / MobileNomadic / Mobile

Bridging the Generation Gap: A Live Millennial Focus Group Bridging the Generation Gap: A Live Millennial Focus Group [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208


Aaron Smith. “Americans and text messaging.” The Pew Research Center’s Internet & American Life Project. 9/19/2011 http://pewinternet.org/Reports/2011/Cell-Phone-Texting-2011.aspx

“Young adults are much more likely avid texters by a wide margin.” p 2

Ages MeanTextsDaily

18-29 87.7

30-49 27.0

50-64 11.4

65+ 4.7









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9. Millennials make more voice calls than 40 year-olds. True or False










68

9. Millennials make more voice calls than 40 year-olds. TrueTrue

Millennial True – False Question Quiz Millennial True – False Question Quiz



69





Ages MeanCallsDaily

18-29 17.1

30-49 14.5

50-64 8.8

65+ 3.8

Millennial Avg. Voice Calls

40 Year-Old Avg. Voice Calls



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“Calling and texting are highly correlated with cell owners who text often also making a large number of voice calls.” p 6

Ages MeanCallsDaily

MeanTextsDaily

18-29 17.1 87.7

30-49 14.5 27.0

50-64 8.8 11.4

65+ 3.8 4.7



XXXXXXXXXXXXXXXXXXXXXXXXXXXRainie, Lee. “Tablet and E-Book Reader Ownership Nearly Double Over the Holiday Gift-Giving Period”. Pew Internet & American Life Project 1/23/2012Accessed at http://pewresearch.org/pubs/2176/tablet-computers-ebook-readers 2/13/2011

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Who Owns Tablet Computers Ages 18-29 from +4% to +14% (24%) Ages 30-49 from +8% to +13% (27%)




XXXXXXXXXXXXXXXXXXXXXXXXXXXRainie, Lee. “Tablet and E-Book Reader Ownership Nearly Double Over the Holiday Gift-Giving Period”. Pew Internet & American Life Project 1/23/2012Accessed at http://pewresearch.org/pubs/2176/tablet-computers-ebook-readers 2/13/2011

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Who Owns E-readers Ages 18-29 from +1% to +6% (18%) Ages 30-49 from +7% to +12% (24%)



Bauerlein, Mark. “Why Gen-Y Johnny Can’t Read Nonverbal Cues”. Wall Street Journal August 28, 2009Accessed on June 4, 2010 http://online.wsj.com/article/SB10001424052970203863204574348493483201758.html

“The next time they face a twenty-something who doesn't look them in the eye, who slouches and sighs for no apparent reason, who seems distracted and unaware of the rising frustration of the other people in the room, and who turns aside to answer a text message with glee and facility, they shouldn't think, "What a rude kid." Instead, they should show a little compassion and, perhaps, seize on a teachable moment. "Ah," they might think instead, "another texter who another texter who doesn't realize that he is communicating, right now, with doesn't realize that he is communicating, right now, with every glance and movement every glance and movement —and that we're reading him all too well."

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XXXXXXXXXXXXXXXXXXXXXXXXXXX

“Fully two-thirds of teen texters say they are more likely to use their cell phones to text their friends than talk to them to them by cell phone”.

Lenhart, Amanda,. “Teens, Cell Phones and Texting”. Pew Internet & American Life Project 4/10/2010Accessed at http://pewresearch.org/pubs/1572/teens-cell-phones-text-messages 2/13/2011

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“Young cell owners are among the most active users of their Young cell owners are among the most active users of their mobile devices, and cell owners between the ages of 18 and mobile devices, and cell owners between the ages of 18 and 29 also stand out from their elders when it comes to their 29 also stand out from their elders when it comes to their experiences with their phonesexperiences with their phones. Specifically, young cell owners are much more likely than older adults to use their phone for entertainment or to relieve boredom (70% of 18-29 year old cell owners have done this in the preceding 30 days), to have trouble doing something when their phone is not available (42% have experienced this) and to use their phone as a way to avoid interacting with others avoid interacting with others (30%).”.

Lenhart, Amanda,. “How Americans Use Their Cell Phones”. Pew Internet & American Life Project 8/15/2011Accessed at http://pewinternet.org/Reports/2011/Cell-Phones/Section-1.aspx 2/13/2011

75




Lenhart, Amanda,. “How Americans Use Their Cell Phones”. Pew Internet & American Life Project 8/15/2011Accessed at http://pewinternet.org/Reports/2011/Cell-Phones/Section-1.aspx 2/13/2011

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77

10. Millennials are much more likely to have used a video sharing site yesterday.

True or False










78

10. Millennials are much more likely to have used a video sharing site yesterday.

TrueTrue47% of Millennials vs. 27% of Gen Xers used a video 47% of Millennials vs. 27% of Gen Xers used a video

sharing site yesterday. sharing site yesterday.










79

10. Most Millennials Twitter (Tweet) every day. True or False










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10. Most Millennials Twitter (Tweet) every day. FalseFalse

Less than 20% of Millenials Tweet. Less than 20% of Millenials Tweet.




Smith, Aaron . “13% of online adults use Twitter.” Pew Internet & American Life Project, June 1, 2011. p. 4 http://pewinternet.org/~/media//Files/Reports/2011/Twitter%20Update%202011.pdfp, accessed on March 8, 2012.

Briding the Generaiton Gap: A Millennial Focus GroupBriding the Generaiton Gap: A Millennial Focus [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208



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Briding the Generaiton Gap: A Millennial Focus GroupBriding the Generaiton Gap: A Millennial Focus [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208

Smith, Aaron . “13% of online adults use Twitter.” Pew Internet & American Life Project, June 1, 2011. p. 2 http://pewinternet.org/~/media//Files/Reports/2011/Twitter%20Update%202011.pdfp, accessed on March 8, 2012.



“For example, more than 90 percent of popular Twitter client Tweetdeck’s audience is over 25. Furthermore, Twitter.com’s reach is 6.6 percent for kids, teens and young adults, whereas it is 12.1 percent for those over 25; implying that adults are trying Twitter at nearly double the rate.

83


Understanding & Engaging the Millennial Generation Understanding & Engaging the Millennial Generation [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208

Martin, David & Sue MacDonald. “Teens Don’t Tweet; Twitter’s Growth Not Fueled By Youth” Nielsen News, Online And Mobile . ” July 30, 2009 http://blog.nielsen.com/nielsenwire/online_mobile/teens-dont-tweet-twitters-growth-not-fueled-by-youth/









84

11. Millennials show the smallest gap with the values of their parent’s generation compared to the past generations.

True or False










85

11. Millennials show the smallest gap with the values of their parent’s generation compared to the past generations.

TrueTrueGenerally they are closer to their parents than past Generally they are closer to their parents than past

generations by a lot of measures. generations by a lot of measures.




Values / ParentsValues / Parents

Kleinfeld, Judith. “Millennials: our next great generation,” Anchorage Daily News (Alaska), January 30, 2004 Friday, FINAL EDITION, ALASKA; Pg. B8, 712 words,

“The Millennial Generation, who turned 18 around the year 2000, show the smallest gap with the values of older generations than any teens have shown since the history of pollingsince the history of polling.” p.B8

86




“About one in four Gen Y workers polled consults his or her parents first when making employment decisions.” p. 2

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Robert Half International. “What Millennials Want: How to Attract and Retain Gen Y Employees.” Yahoo hotjobs. November 2008. http://www.hotjobsresources.com/pdfs/MillennialWorkers.pdf

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Values / ParentsValues / Parents



“Millennials:

…identify with parent’s values and feel close to close to their parentstheir parents”;

Oblinger, Diana. “Understanding the New Student.” Educause Review,

38.3 (2003): 36-42.

88

ValuesValues









89

12. Millennials are more likely to give up Facebook for a week than e-mail for a week.

True or False










90

12. Millennials are more likely to give up Facebook for a week than e-mail for a week.

TrueTrueMillennials use of technology is not always what we Millennials use of technology is not always what we

might expect. might expect.




Ages Calls Texts Ratio

<12 137 425 3.13.1

13-17 231 1742 7.5

18-24 265 790 2.92.9

25-34 239 331 1.41.4

35-44 223 236 1.0

45-54 193 128 .7

55-64 145 38 .3

65- 99 14 .1

91



E-Mail

Texting

Social Networking

Least Likely to Give Up for Week

eMarketer Inc. “Gen Y Holds Tight to E-Mail and Texting November 4, 2009

http://www.emarketer.com/Article.aspx?R=1007361




Lee Rainie, Amanda Lenhart, Aaron Smith. “The tone of life on social networking sites ”. Pew Research Center’s Internet & American Life Project ; Feb 9, 2012 http://www.pewinternet.org/Reports/2012/Social-networking-climate.aspx

Collaborative / Social NetworkingCollaborative / Social Networking

92









93

13. In the last few years, Millennials rate of reading of literature has increased by 9%.

True or False










94

13. In the last few years, Millennials rate of reading of literature has increased by 9%.

True True

This reversed a 20 year trend.This reversed a 20 year trend.





“For the first time in the history of the survey - conducted five times since 1982 - the overall rate at which adults read literature (novels and short stories, plays, or poems) rose by seven percent.”

Young adults show the most rapid increases in literary reading. Since 2002, 18-24 year olds have seen the biggest Since 2002, 18-24 year olds have seen the biggest increase (nine percent) in literary readingincrease (nine percent) in literary reading, and the most rapid rate of increase (21 percent). This jump reversed a 20 reversed a 20 percent rate of decline in the 2002 surveypercent rate of decline in the 2002 survey, the steepest rate of decline since the NEA survey began.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” National Endowment for the Arts. 2008 Survey of Public Participation in the Arts: Research Report #49 (November, 2009) http://www.nea.gov/research/2008-SPPA.pdf

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ReadingReading




“Over the past 20 years, young adults (18-34) have declined from being those most likely to read literature to those least likely (with the exception of those 65 and older. The rate of decline for the youngest adults, aged 18 to 24 was 55 percent greater than the total adult population.”

Foreman, Joel. “Next-Generation Educational Technology Versus the Lecture.” Hill, Kelly. “Reading at Risk; A Survey of Literary Reading in America”Hill, Kelly. “Reading at Risk; A Survey of Literary Reading in America” National Endowment for the Arts Research Division ReportNational Endowment for the Arts Research Division Report, 46 (June 2004), 46 (June 2004)

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ReadingReading









97

14. 34 percent of Millennials (34 percent) reported that Millennial workers are less engaged than older workers.

True or False










98

14. 34 percent of Millennials (34 percent) reported that Millennial workers are less engaged than older workers.

TrueTrue




Weiner, Jon “Millennials Face Uphill Battle to Wow Co-Workers with Work Ethic”. Workplace Options. 2011.http://www.workplaceoptions.com/news-press-releases.asp

“Among only millennial respondents:

· 59 percent agreed that their generation has a different attitude toward workplace responsibility than their peers · 55 percent acknowledged that workers of their generation are generally less motivated to take on more responsibility · More than a third (34 percent) reported that More than a third (34 percent) reported that

millennial workers are less engaged than older millennial workers are less engaged than older

workersworkers”

99




• “77 percent of workers believe millennials have a different attitude toward workplace responsibility than worker of other age groups

• 68 percent feel that millennials are less motivated to take on responsibility and produce quality work compared to their counterparts

• Nearly half (46 percent) think millennials are less engaged at work than other employees .”

100



“Aside from the engagement aspects of the poll, 78 percent 78 percent of workers agreed that millennials are more tech-savvy of workers agreed that millennials are more tech-savvy in the workplace than other generations, and 70 percent of all respondents (including 85 percent of millennials) consider this technological edge to be an inherent career advantage.”


101









102


14. Millennials believe that free time free time is a more important job attribute than compensationcompensation.

True or False









103


14. Millennials believe that free time free time is a more important job attribute than compensationcompensation.

TrueTrue



104

Barford, Ian N. and Patrick T. Hester. Analysis of Generation Y Workforce Motivation Using Multiattribute Utility Theory”. Defense Acquisition University. (Jan 2011) p63-79



105

Barford, Ian N. and Patrick T. Hester. Analysis of Generation Y Workforce Motivation Using Multiattribute Utility Theory”. Defense Acquisition University. (Jan 2011) p63-79

“The two highest importance levels over the other generations, discussed earlier, are advancement advancement potential and free timepotential and free time, which corresponds with the level of happiness calculations.” p. 76



“Demand for fresh-cut flowers and floral products has been Demand for fresh-cut flowers and floral products has been decreasing in recent years, particularly among young decreasing in recent years, particularly among young consumersconsumers….Results showed that younger consumers were dissatisfied with several floral product attributes, including short longevity, lack of trendiness, relative high cost, lack of appropriateness, and lack of uniqueness. Results also indicate that younger consumers perceived that their friends do not enjoy floral gifts. Additionally, younger consumers viewed floral advertisements less frequently and considered floral gifts difficult to purchase, resulting in decreased awareness and interest. Overall, most participants felt that in-store sales or discounts, greater flower longevity, more price ranges, and trendier arrangements/flowers would increase their use of fresh flowers as gifts.” p. 1379

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Mowery, David C. and Timothy Simcoe. Generations X and Y Attitudes toward Fresh Flowers as Gifts: Implications for the Floral Industry. HortScience. May 2011, Vol. 46 Issue 5, p736-743, 8p

More ChoicesMore Choices



More Choices - Selectivity

Digital Natives Politically Engaged

Workplace – More Training

Personalization / Customization

Gamers More Liberal Multitaskers

Collaborative /Social Networking

Practical /Achievement Oriented

Social Involvement

Merit Systems

Flexibility / Convenience Impatient

More Diverse / Inclusive

Balanced Lives / Healthy Lifestyle

Reading Pull, not Push Socially Bold Values

Experiential /Interactive

Media Consumers

Patriotic / Civic Minded

Credit –A Right?High Debt

NomadicCommunication

Expectations /Optimistic

More Friends 1.5 - 3 Years in Job

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Thanks for your kind attentionThanks for your kind attention.

• Powerpoint (available at: • http://library1.njit.edu/staff-folders/sweeney/

•

•

• Powerpoint (available at: • http://library1.njit.edu/staff-folders/sweeney/

•

•

108Bridging the Generation Gap: A Millennial Focus Group Bridging the Generation Gap: A Millennial Focus Group [email protected] [email protected] Richard Sweeneyichard Sweeney 973-596-3208 973-596-3208



“Gens X and Y insist on the time to enjoy life and care for their families, and they demand the balance and flexibilityflexibility to do so.”

Molas, Sandra A. “Flexibility becoming the Norm in the Workplace: Is Your Firm Stretching to Meet the Demand?”. Pennsylvania CPA Journal; Fall 2006, Vol. 77 Issue 3, p28-30, 3p

111

Flexibility / ConvenienceFlexibility / Convenience



• 18% Mainly flexible office hours• 66% Regular office hours with some flexibility66% Regular office hours with some flexibility• 16% Mainly regular work hours

Do you think your office hours will be mainly flexible hours / mainly regular office hours / regular office hours with some flexibility?

PricewaterhouseCoopers surveyed a total of 4271 graduates internationally about their expectations of work.”

George, Lianne. “Managing tomorrow’s people: Millennials at work: Perspectives from a new generation”. PricewaterhouseCoopers. (2008) 48-49

112

Flexibility / ConvenienceFlexibility / Convenience




“So we now have a generation of students that is better at taking in informationtaking in information and making making decisions quicklydecisions quickly, better at multitaskingbetter at multitasking and parallel processing; a generation that thinks thinks graphicallygraphically rather than textually, assumes connectivity, and is accustomed to seeing the world through a lens of gamesgames and play.” p. 3

Prensky, Marc. “Use Their Tools! Speak Their Language!” Marc Prensky. March 2004. http://www.marcprensky.com/writing/Prensky-

Use_Their_Tools_Speak_Their_Language.pdf

GamersGamers

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Beck, John C., and Mitchell Wade. Got Game: How the Gamer Generation is Reshaping Business Forever. Boston: Harvard Business School Press, 2004.

“The real question is: Does the behavior of this new group [gamers] change the world in any way that really matters?

If you’re in business today, the answer is clearly yes.” p. 1

114

GamersGamers



“How hard this new cohort works, how they try to compete, how they fit into teams. How they take risks – all are different in statistically verifiable ways. And those differences are driven by one central factor: growing up with video games.” p. 2


115

GamersGamers




“The important thing for business professionals to know about games isn’t whether someone plays them now, but whether he or she grew up playing grew up playing themthem.” p. 25


116

GamersGamers



“In teams, Nexters can be very effective, but they want a strong leader for guidance and well defined well defined goalsgoals, she says.” [Loyalty Factor President Dianne Durkin]p.18

Marshall, Jeffrey. “Managing Different Generations at Work”. Financial Executive. July/Aug 2004 20:5 1p.

117

Practical / Achievement OrientedPractical / Achievement Oriented



Understand Gen Y Employees”. Credit Union Magazine; April 2006 72:6 p.70

“Gen Y employees are goal-orientedgoal-oriented and have high expectations of themselves. They’re high-performers, competitive, and seek tasks with tight deadlines that reward and acknowledge their efforts. They take ownership of their work, value individualized goal setting, and seek new skills.” p. 1

Practical / Achievement OrientedPractical / Achievement Oriented

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“For these new 20-something workers, the line between work and home doesn't really exist. They just want to They just want to spend their spend their timetime in meaningful and useful waysin meaningful and useful ways, no matter where they are.” p57

Trunk, Penelope. “What Gen Y Really Wants.” Time South Pacific (Australia/New Zealand edition); 7/16/2007 Issue 27, p57-57, 1p

119

ImpatientImpatient



“Theirs is, however, essentially a culture that also emphasizes immediacy (24/7 information availability), curiosity, and intellectual openness (Tapscott, 1998). p. 72

120


ImpatientImpatient



Lillo, Andrea. “Young consumers tell it 'straight' “ Home Textiles Today; High Point; May 27, 23.38 (2002): 6

“We want everything to be easyeasy, and we want it now," said Katie Smith, a student at the University of Florida. "We have no patienceno patience.” p.6

121

ImpatientImpatient



Howe, Neil and William Strauss. Millennials Go To College. Washington, DC: American Association of Collegiate Registrars, 2003.

“BusyBusy Around the Clock

“Millennial teens may be America’s busiest people.

Long gone are the days of Boomer kids being shooed outside to invent their own games – or of GenXer kids being left “home alone” with a “self-care” guide." p. 45

122

ImpatientImpatient



Sacks, Danielle. “SCENES from the culture clash”. Fast Company,

102 (2006) 72-77

“ ‘Nothing infuriates us more than busyworkbusywork,’ says 24-year-old Katie Day, an assistant editor at Berkley Publishing, a division of Penguin Group USA. Fearlessness ? "I don't have time to be intimidated," says Anna Stassen, a 26-year-old copywriter at the advertising agency Fallon Worldwide who treats her bosses like ‘the guys’."

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ImpatientImpatient



“Word-of-mouth is a strong motivator with Millennials. According to the survey, word-of-mouthword-of-mouth is the most common reason for Millennials to visit a Web site. A television ad was the second-most-common reason. ”

Millennials claim to tell 17.7 people about things of interest to them. In the survey, the average respondent replied at a rate of 9.7, meaning Millennials spread word-of-mouth to 82 percent more people than the average respondent. p. 68

Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p, 1c

Pull, not PushPull, not Push

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“Mastery effort, intrinsic motivation, abstract reasoning, assessment focus and independent learning increase with age. However, the younger the students, the more likely they are to prefer working collaboratively and learn using visual formats rather than reading…

“As people age they are likely to grow stronger as [sic] cognitive voyaging. Multimedia collaboration is Multimedia collaboration is more strongly associated with younger studentsmore strongly associated with younger students.”

Jeffrey, Lynn M. “Learning Orientations: Diversity in higher education”. Learning and Individual Differences. 9:4 (2008) 1-14Doi: 10.1016/j.lindif.2008.09.004

125




Actor: Tom Hanks

You’ve Got Mail(1998)Dir: Nora EphronStarring:Tom Hanks, Meg Ryan, Parker Posey, Greg Kinnear, Jean Stapleton

Cast Away(2000)Dir: Robert ZemeckisStarring:Tom Hanks, Helen Hunt, Valerie Wildman, Geoffrey Blake, Jenifer Lewis

Lawrence of Arabia

The Great Escape

Actor: Tom Hanks Actor: Tom Hanks

The Terminal Catch Me If You CanDir: Frank Darabont Dir: Steven Spielberg

Actor: Tom Hanks

Minority Report Artificial Intelligence AI

Actor: Tom Hanks

The Green Mile(1999)Dir: Frank DarabontStarring:Tom Hanks, Michael Clarke Duncan, David Morse, Bonnie Hunt, James Cromwell

Saving Private Ryan (1998)Dir: Steven SpielbergStarring:Tom Hanks, Tom Sizemore, Jeremy Davies, Edward Burns, Giovanni Ribisi

Best War Movies Apocalypse Now Schindler’s List

Toy Story 2 (1999)Dir: Lee UnkrichStarring:Tom Hanks Tim Allen Don Rickles Jim Varney Wallace Shawn

Rich, this is one of my favorites. Janet

The favorite online Millennial environment, is virtual, interactive, multimedia, full motion, personalized,

customized, and socially networked.

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Merit SystemsMerit Systems

“They believe passionately that merit merit rather than length of service should drive promotion, progression and the acquisition of responsibility. They argue their baby boomer managers should acknowledge their managers should acknowledge their demonstration of competencedemonstration of competence more fulsomely.” p.17

Hutton, Will. “Wear Kid Gloves When Tackling Generation Y.” Personnel Today (2003): 17.

127



“Gen Y’s relatively aggressive attitude to performance management may be a further source of conflict for Baby Boomers. While very few Boomers believe that under-performers should be fired, Gen Y is much less tolerant of underperformance. Nearly one in five Gen Y’s believe that the Nearly one in five Gen Y’s believe that the best solution for underperformance is for someone to be best solution for underperformance is for someone to be firedfired.” p. 27

128

Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work. London, England: Penna. 2008http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm

Merit SystemsMerit Systems



Twenge, Jean M. Elise Freedman and W. Keith Campbell. “Generational Differences in Young Adults’ Life Goals, Concern for Others, and Civic Orientation, 1966-2009” Personality and Social Psychology (2012) p 1:18

“Millennials and Gen X’ers scored lower than Boomers on scored lower than Boomers on the majority of items measuring concern for othersthe majority of items measuring concern for others, though most of the differences were small. Compared to Boomers, Millennials were less likely to have donated to charities, less likely to want a job worthwhile to society or that would help others, and less likely to agree they would eat differently if it meant more food for the starving? p. 10

Caring; Community OrientationCaring; Community Orientation



Twenge, Jean M. Elise Freedman and W. Keith Campbell. “Generational Differences in Young Adults’ Life Goals, Concern for Others, and Civic Orientation, 1966-2009” Personality and Social Psychology (2012) p 1:18

“The data analyzed here suggest that the popular view of the popular view of Millennials as more caring, community oriented, and Millennials as more caring, community oriented, and politically engaged than previous generations is largely politically engaged than previous generations is largely incorrectincorrect. However, the rate of volunteering However, the rate of volunteering —an important community behavior— has increasedhas increased in today’s young people, though largely due to outside forces.”? p. 16

Caring; Community OrientationCaring; Community Orientation



“According to the National Association of Colleges and Employers, which every year surveys thousands of college graduates about their job prospects and work attitudes, fully 41 percent of job seekers this year turned down41 percent of job seekers this year turned down offers—the exact percentage that did so in 2007, when the economy was booming. And though less than a quarter of less than a quarter of seniors who applied for work had postgraduate job offersseniors who applied for work had postgraduate job offers in hand by late April (compared with 52% in 2007), many are still approaching work with attitudes suited for a full-employment economy.”

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Warner, Judith. “The Why Worry Generation”. The NY Times Magazine. pMM11 (5/30/10).

Expectations / OptimisticExpectations / Optimistic



Ng, Eddy S. W. , Linda Schweitzer, Sean T. Lyons. “New Generation, Great Expectations: A Field Study of the Millennial Generation.” J Bus Psychol (2010) 25:281–292

“Overall, our findings support our predictions that Millennials Millennials do have great expectations when it comes to their careersdo have great expectations when it comes to their careers. First and foremost, they want career advancement, and while they harbor the prospects for rapid promotions and large pay increases, they also have realistic expectations when it comes to their first jobs after graduation. They also want to have good people to work with and a nurturing work environment, likely a result of how they have been raised at home and from working in teams at school.” p. 290

Research StudiesResearch Studies

132



“ ‘They’re extraordinarily optimisticoptimistic that life will work out for them,’ Arnett says. ‘Everybody thinks bright days are ahead and eventually they will find that terrific job.’ (Jeffrey Jensen Arnett, Clark University Professor)

These emerging adults may be off-putting to a worried 40-something –their sense of entitlement and their lack of humility are somewhat hard to take—but they’re not necessarily maladaptednot necessarily maladapted.” p.

133

Expectations / OptimisticExpectations / Optimistic

Warner, Judith. “The Why Worry Generation”. The NY Times Magazine. pMM11 (5/30/10).



“Gen Y knows that their ideal is to gain a greater work/life gain a greater work/life balance balance but is also keen to gain employability. To balance these preferences many actively seek an employer where they can be part of a team, have fun and make friendshave fun and make friends within the workplace.” p. 20

More FriendsMore Friends

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Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work. London, England: Penna. 2008http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm



“In a recent unpublished study, he and his colleagues found that chronic media multitaskersmultitaskers—people who spent several hours a day juggling multiple screen tasks— performed worse than otherwise similar peersperformed worse than otherwise similar peers on analytic questions drawn from the LSAT. He isn't sure which way the causation runs here: It might be that media multitaskers are hyperdistractible people who always would have done poorly on LSAT questions, even in the pre-Internet era. But he worries that media multitasking might actually be destroying students' capacity for reasoning.

Glenn, David. “Divided Attention: In an age of classroom multitasking, scholars probe the nature of learning and memory” The Chronicle of Higher Education. 1/31/2010, Vol. 27 Issue 29, p42-42

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MultitaskersMultitaskers

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