The power of conversations based on a global social media study among youngsters

Millennials & Social Media

Part 2

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Results based on 3,612 online interviews among Gen Y & comparison with 3,105 over-35s, conducted mid-2012 by InSites Consulting, data sampling agency SSI and translation agency No Problem!

Definition of Generation Y? 15-34 year olds in 19 countries across the world (the US, Canada, Brazil, Argentina, Australia, India, China, Japan, Russia, the UK, Germany, Poland, France, Spain, Italy, the Netherlands, Belgium, Switzerland and Romania).

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TOP 7 conversations affecting purchase

positive experiences others share

negative experiences others share

shared feedback others received from a company

the launch of a new product or brand

branded games and contests

promotions others share

online ads others shareonline ads others share

63%

63%

52%

50%

49%

48%

47%47%

Shared experiences, company feedback, launches & games drive buying intention

Most trusted online sources

a person from your contact list

a person who belongs to the network of somebody in your contact list

brand users

a brand

a company

a journalist

a CEO or top managera CEO or top manager

an employee of a company

brand fans: people who are always positive about a certain brand

a politician

57%

37%

35%

33%

32%

30%

29%29%

27%

24%

15%

Their immediate social circle is most reliable to millennials

44% of GenYers says their consulting behavior increased(a lot) since last year

41%39%

34%31%

28%

52%45%

44%

positive experiences

feedback others received from a

companythe launch of a new product or

brand

promotions others saw negative

experiencesbranded games and contests

online advertising others mention

advertising in traditional media you

saw or heard about

Information they consult

Millennials look for positive

experiences and company

feedback from peers

35+

Most remarkable differences Gen Y & 35 plus:Game and contest related to brands, products or companies are shared slightly more by Gen Y (37% vs 30% among older generations)

Information they shareBiggest conversation starters are product experience, promotions, service and contests. Advertising still plays a role as conversation starter.

experiences you had with

a brand

promotions you saw

feedback about products you

received from a company

games and contests related to products, brands or companies

the launch of a new product,

brand, or company

online advertising you saw or heard about

advertising in traditional in traditional media (e.g. TV, radio,

magazine, ...) you saw or heard about

The vast majority of branded consumer conversations is positive. Only about 10% is negative.

10%

More than 7 out of 10 Millennials consult, react or post about products, brands &companies on social

media

74% 85% 75%

Social networkers who consult 64%

Social networkers who react 66%

Social networkers who post 54%

72% 70% 37%

74% 82% 81%

35+

Most remarkable differences Gen Y & 35 plus: Gen Y is a more active contributor to social media content: 54% is posting information about products, brands and companies vs 45% among older generations. 66% is reacting to comments of others related to products, brands and companies vs 56% among older generations