External Version

Millennials and Social Media

2010

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U.S.n=600

Francen=600

Chinan=600

Indian=600

U.K.n=600

Millennials and Social Media>About the study

• In-depth online survey conducted by MicroDialogue, June 2010

• 500 millennials (aged 18–25) and 100 “olders” (aged 40–55) in each of 5 markets (total n=3,004)

• Extensive secondary category research

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Millennials and Social Media

Social media is changing our lives and our society: It makes us more sociable, more global, and more informed. These digital communities are like a second world that each day turns more important to us.”—Carla Lozano, Account Group and Planning Director, J. R. Vallejo y Asociados, Ecuador

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>Introduction

• By whatever name they’re called— iGeneration, Generation C, Gen Y, Gen Next, echo boomers—the millennials are the first true digital natives

• They have never known a world other than one of constantly improving digital technologies

• Yet what sets this generation apart is not so much the use of Internet technology (everyone uses that), but their use of social media

• For millennials, social media is as seamlessly integrated into their lives as their computers and cell phones; it’s how they communicate and socialize, conduct business and explore the world

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Social media is to millennials what rock “n” roll was to baby boomers

• A shared phenomenon shaping youth culture and how the generation views itself

• A means by which to distinguish itself from earlier generations

• A tool for self-expression and sociopolitical change

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Key findingsMillennials and Social Media>

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1. SOCIAL MEDIA IS TODAY’S SOCIAL GLUE

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Young people and millennials think and experience society through social media.”—Luc Basier, Strategic Planning Director, Euro RSCG C&O, Suresnes, France

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A global phenomenonMillennials and Social Media>

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Millennials and Social Media>SoMe keeps millennials in constant contact

• Unlike in days of landline phones and snail mail, SoMe connects people instantly and constantly via message posts, instant messaging, VoIP, and video chats

• Appeal lies not so much in connecting with strangers in far-flung places as with staying in touch with family and friends

• SoMe is a new tool for satisfying very basic human needs: connection, conversation, community

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Time is of the essence and people rarely have the time for elaborate conversations. This means microblogging is here to stay. In the present global village, social media is the lounge where everyone knows your name. Through social media, the distance between, say, Baltimore and Bangalore is one click, AND it’s free.” —Shourya Ray Chaudhuri, Senior Executive, Brand Identity and Corporate Communication, Euro RSCG 4D Matrix, Bangalore, India

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2. MULTIPLE ACCESS POINTS

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Millennials and Social Media

• 500MM+: Active users • 700BN+: # of mins/mo. people spend on site• 90: # of pieces of content average user creates each

month (30BN pieces shared per month in total)• 70: % of users outside U.S. • 150MM+: Active users currently accessing FB through

mobile devices (mobile users are 2x as active on FB as nonmobile users)Source: Facebook.com

>The social media mix varies by country and through time• Facebook (FB) is an increasingly global phenomenon, having usurped the

once-dominant MySpace

Facebook is the number one site in Lebanon, ahead of Google, Live, and Yahoo. Because it is cheap and efficient, many marketers are using it. Fan pages and groups and games are very popular. The Lebanese pressure groups use it to shape and affect political, environmental, and social issues. This is something that will stay; it is not a phenomenon that will fade away.” —Nada Metni, New Business Development, Euro RSCG Beirut

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Millennials and Social Media>Microblogging platform Twitter is generating 55MM+ tweets a day• 37% of Twitter users access service via phone• Social networking is by far the fastest-growing mobile activity, reports comScore

• In June 2010, nearly 93MM visited Twitter.com, +109% from previous year • In U.S., awareness has exploded from 5% of Americans aged 12+ in 2008 to

87% in 2010, but usage trails FB significantly (7% of Americans vs. 41% for FB)• Nearly 2/3 of active Twitter users access social networking sites via mobile phone• 51% of active Twitter users follow companies, brands, or products on social

networksSources: comScore; “Twitter Usage in America: 2010,” Edison Research/Arbitron Internet and Multimedia Series; mashable.com

Today social media is strongly linked to the medium itself, but what about tomorrow? Social media will be mainstream when it is no longer necessary to master the medium, which still excludes some types of people. Twitter, Foursquare are not available to everyone, but forums and opinions that reflect the social media quickly expand through to all.” —Luc Basier, Strategic Planning Director, Euro RSCG C&O, Suresnes, France

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Millennials and Social Media>Location-based services = next step

• Social media services based on geolocation allow users to register their physical location digitally, in cyberspace, and connect up physically, in “meatspace”

• # of users still small, but growing– Google Latitude = 3MM active users– Foursquare and Gowalla bring in

elements of game play and competition

• These services bridge gap between virtual online world and face-to-face offline world

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3. MILLENNIALS SELF-IDENTIFY AS THE iGENERATION

Millennials and Social Media>Generational identifiers vary by market maturity

• In West, both generations agree being “more digital” is primary factor that sets millennials apart

• In China and India, being “more global” is paramount

• Significant # of Indians in both generations consider millennials “more informed” than older generations

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In China, it is mainly youths aged 15–30 who are using social networking platforms—and, with this usage, the younger generation is becoming more closely connected and engaged with each other. People interact through the use of comment threads, games, pictures, videos, notes, status updates, and live chats. They now live both real life and virtual life on a single platform.” —Simone Zhang, Strategic Planning Director, Euro RSCG Shanghai

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Younger people (aged 16–25) are making e-mail démodé, since they tend to use more instant messaging and consider e-mail as something more formal and adult. Their use of social media will reshape the way they meet people, since they can get to know people outside their regular circle of friends and school. Their intense activity online since the beginning of their careers is also going to change the way companies recruit people; the CV will not be necessary any longer. In general, social media will lead to a more transparent society, where there will be little room to hide.” —Maria Jose Lopez, Market Intelligence Manager, Euro RSCG Spain

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Millennials and Social Media>Millennials are mycasting specialists

• Creating their own news, stories, and conversations

• Active participants and producers rather than passive listeners and consumers

Millennials don’t rely on established experts. The age of the central news- gathering spot is gone forever. Social media threw that model out the window; people everywhere now tap their personal universe of contacts to swap advice, news, and entertainment.”—Marian Salzman, President, Euro RSCG Worldwide PR, North America

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Image: www.ist-citizenmedia.org

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4. SOCIAL MEDIA FOR A CHANGE

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Millennials and Social Media>The development of social media is coinciding with emergence of issues that hold particular interest for young people• For a time after social unrest of 1960s,

young people in many developed countries didn’t have much to rally around

• No distinct agenda beyond pursuing higher education and enjoying fruits of consumerist lifestyle

• Now, several societal shifts are causing youth to become more aware of themselves as a group with common interests, including:

– Being on wrong side of demographic bulge (having to support huge #s of elderly)

– Climate change– Massive debt in some markets

Millennials and Social Media>Desire for change is in the air

• Huge majorities of both generations believe change is in order, including more than 9 in 10 millennials in each market

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Millennials and Social Media>In the minds of many, social media will be a key factor in creating whatever change there is to be• 7 in 10 millennials believe social media is a force for change

• Similar % also agree SoMe is about entertainment, suggesting this generation is perfectly comfortable with social media playing dual roles in their lives, both playful and serious

• India stands out as market with more serious intentions/expectations for SoMe

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Millennials and Social Media>Millennials assuming responsibility for changing world

• Despite a reputation for apathy among some of their elders, millennials demonstrate a strong commitment to drive change

• Overall, 8 in 10 millennials (9 in 10 in China) believe it’s their duty to create change

• In contrast, less than 2/3 of older sample are willing to place that burden on youth; China and India most likely to count on youth for change

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How a generation uses social media defines its place in society and its level of influence.” —Anthony K. Roxas, Strategic Planning Director, Euro RSCG Manila

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Millennials and Social Media>But can millennials change the world?

• A resounding “Yes!” was heard in every market but France, where only around 2/3 of millennials consider their generation capable of changing the world

• Majorities in the Eastern markets and U.S. believe their power is even greater today than that of their parents at the same age

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Millennials and Social Media>Everywhere but France, boomers agree change is in the hands of youth• Faith in the power of this new generation to effect change is particularly

strong in emerging markets of China and India

• Only in France is there a sense that change is equally likely to happen at the hands of the older generations

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Millennials and Social Media>Source of youth empowerment: social media

• 6 in 10 millennials believe SoMe is a source of their power, with agreement highest in China and India, and lowest in France

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Millennials and Social Media>Millennials wielding social media as weapon for changeTens of thousands of Chinese joined Friends of Tai Long Sai Wan on social networking sites to protest a residential development being built on one of Hong Kong’s most treasured beachfronts

We helped wake up a giant. The quiet majority of Hong Kong people have shown they will no longer stand by and let developers take away their core assets.” —Wayne Yim, Founder, Save Tai Long Sai Wan

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Millennials and Social Media>Millennials wielding social media as weapon for change

Ni putes ni soumises (“Neither Whores Nor Submissives”) was started by teen girls in Paris who mobilized to fight for rights of women and girls facing violence

They communicate with international community on website and via Facebook

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Millennials and Social Media>Millennials wielding social media as weapon for change

In India, young people are using SoMe—personal Internet pages, Facebook, Orkut, and even an anonymous community page called I Protest—to oppose human rights abuses

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Millennials and Social Media>Millennials wielding social media as weapon for changeRun by young people for young people, U.K. Youth Parliament provides opportunities for 11- to 18-year-olds to use their voice in creative ways to bring about social change

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Millennials and Social Media>Millennials wielding social media as weapon for changeDreamACTivist: Multicultural social media club led by migrant youth, pushing for passage of legislation aimed at mending “broken immigration system”

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Millennials and Social Media>As source of change, SoMe beats politics by a landslide

• Even at a time when several recent elections were won on a platform of change (e.g., Sarkozy in France, Obama in U.S., Cameron in U.K.), politics is considered a distant second to social media as a force for change

• In the Western markets, combined power of corporations and consumers is seen as potent mix

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Historical sociologists and philosophers [e.g., David Emile Durkheim (1858–1917) and Karl Marx (1818–1883)] go as far as to say that our social nature contributes to or even drives our morality and consciousness. The social Web brings new opportunities for technology to connect humans in ways never thought possible before, and that’s the real power of it. People have always been social, and people have always used technology as a means to enhance their ability to connect and experience that connection in more meaningful ways.”—Kandace Hudspeth, Global Strategy Manager, Euro RSCG 4D–New York

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Millennials and Xers are more willing to use social media to create their own movements. Two weeks ago there was a protest against a thermoelectric company here in Chile. It started in a blog and was viralized through Twitter and Facebook. ‘Termoeléctrica’ was a Trending Topic in Twitter, which means it was one of the most tweeted-about topics. There were online streamings right from the protest. It was beautiful!” —David Oyarzún, Head of Planning, Euro RSCG Santiago

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Millennials and Social Media>In practice, forces of change are intertwined

• Politicians use SoMe to mobilize support and connect with voters

• NGOs and grassroots movements use SoMe to push their issues and opinions into the political arena and onto boardroom agendas

• Examples of the use of SoMe to influence consumption choices and encourage more mindful spending can be found across the Internet

• In a very short time, social media has worked itself into the social, political, and economic fabric of our lives

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CONCLUSION: A PHENOMENON WITH LASTING IMPLICATIONS

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Millennials and Social Media>Social media is integral to millennials’ lives

• In our increasingly globalized world, social media offers youth a shared experience and powerful ways of interacting and working together

• Just as with boomers and rock ‘n’ roll, a teen or 20-something who’s not plugged in to SoMe is detached from a fundamental generational experience

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Millennials and Social Media>Social media fulfills a special function• Music provided the soundtrack, style, and ideology for baby boomers

• SoMe enables millennials, from anywhere, to interact, communicate, share, learn, inform, congregate, create, mobilize, and/or play, seamlessly

• SoMe lubricates and energizes millennials’ lives at school, work, and home

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Millennials and Social Media>Social media shapes behavior and attitudes

• Rock ‘n’ roll was the vehicle for an entire set of distinctive cultures still visible today among aging boomers

• Among millennials, SoMe is so pervasive that academics and researchers are seriously wondering whether it is “rewiring” the brains of users

• Judging from the rapt attention today’s youth give to their screens (computer and mobile), there can be little question SoMe is shaping behavior and creating a different view of the world and how one interacts with it

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Millennials and Social Media>Millennials identify with SoMe

• Rock ‘n’ roll shocked pre-WWII generations and, for that, was all the more embraced by rebellious boomers

• Now, people of all generations recognize that millennials have a natural affinity for digital technology in general and social media in particular

• Social media is millennials’ “thing”—and its impact shows no signs of waning

• In culture and commerce, the implications of social media on this newest generation will be profound

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The world has changed, or so say my kids. The world has changed, or so say my clients. The change has been caused by social media. It has, through the empowerment of each of us, delivered the promise of digital. We are connected. We have influence. We make things happen. The impact of social media is far-reaching, well beyond how we connect with our friends. It has changed how we work. It is changing how we make markets. It has, critically, re-leveled the playing field.” —George Gallate, Global Chairman, Euro RSCG 4D

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About Euro RSCG Worldwide

• Euro RSCG Worldwide is a leading integrated marketing communications company and the world’s largest advertising agency by global brands. It enjoys the unique distinction of being the only agency ever to have been named Global Agency of the Year by Advertising Age and Advertising Network of the Year by Campaign in the same year. Made up of 233 offices in 75 countries throughout Europe, North America, Latin America, and Asia-Pacific, Euro RSCG provides advertising, marketing services, corporate communications, and digital and social media solutions to global, regional, and local clients. Its client roster includes Air France, BNP Paribas, Charles Schwab, Citigroup, Danone Group, Heineken USA, IBM, Jaguar, Kraft Foods, Lacoste, L’Oréal, PSA Peugeot Citroën, Reckitt Benckiser, sanofi-aventis, and Schering- Plough. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA: HAV.PA).

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Visit Euro RSCG’s Social Life and Social Media Site>

• Go to http://eurorscgsocial.com/ for additional materials on the study (also available to Euro RSCG employees through the Knowledge Exchange), including:

– Millennials and Social Media white paper– Social media background sheets on each market surveyed– Global and market-specific press releases

Colleagues/clients: The complete data set is available for download from the Knowledge Exchange on My.EuroRSCG.com.

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Sample of Digital and Social Media Milestones at Euro RSCG Worldwide>

• Launched Social Life and Social Media website and blog (www.eurorscgsocial.com), which incorporates contributions from experts from around world, as part of Euro RSCG Social

• Created most-downloaded piece of commercial content in history, Evian Rollerbabies, with 128MM+ downloads to date (as of 9/10)

• Gathered 17MM+ supporters for digital-based Tck Tck Tck campaign for climate justice and ushered in a global first: a digital music petition created by our in-house record label, The:Hours

• Gave creative, digital, and strategic advice to David Cameron as lead agency in his successful bid for British prime minister

• Won IBM’s global digital business from Digitas in biggest digital pitch of 2009

• Landed biggest digital pitch in France’s history: global digital business of EDF, country’s largest energy co.

• Other big global wins incorporating social and digital include Akzo Nobel’s Dulux, Charles Schwab, and Reckitt Benckiser, and being named to Unilever’s global digital roster

• Named digital agency of record and/or social media AOR for many large companies and brands, including Clearasil, GSK, Heineken USA, Ikea, Lacoste, method, P&G, sanofi-aventis, Shire Pharmaceuticals, Sprint, Volvo, and Woolmark

• Doubled digital business in China YTD with addition of major accounts such as Dulux, Hershey’s, Balabala, and Sun Hung Kai Properties

• Launched The Sisterhood, a one-of-a-kind social marketing lab—using Web, YouTube, Facebook, and Twitter—that’s by, for, and about teenage girls, at Euro RSCG Worldwide PR

• First agency network to publish social media guidelines for its staff

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Media Inquiries

For inquiries regarding Euro RSCG Worldwide’s studies, please contact:

Lisa Gruber Global Communications Manager Euro RSCG Worldwide T +1 212.886.2018 E lisa.gruber@eurorscg.com

For more insights from Euro RSCG research, visit www.prosumer-report.com

And follow us on Twitter (@prosumer_report)