Analysis on Marketing to the iGeneration - US - May 2017
"Marketing
to the iGeneration - US - May 2017"
The Report covers current Industries Trends, Worldwide Analysis,
Global Forecast, Review, Share, Size, Growth, Effect.
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Description-
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– Although
there are no official start or end dates for a generation, Mintel
uses the rise and fall of annual births to demarcate one group from
the next. The iGeneration, named for the influence that technology
(particularly Apple technology) and the customization of goods and
services has had on this group, is the generation that follows
Millennials.
– Born
between 1995 and 2007, iGens are a relatively small generational
group, making up about 17% of the US population and spanning only 12
years (in comparison, Millennials are 24% of the population and span
17 years).
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– – Table
of Content – –
– OVERVIEW
What you need to know
Definition
What you need to know
Definition
– EXECUTIVE
SUMMARY
Who are the “iGeneration”?
Figure 1: Births in the US (millions), Mintel generational cut-offs, 1930-2015
The issues
Millennial lifestyle trends continue with iGens
Figure 2: Plans for the future, tween/teen iGens, March 2017
Looking back, grades didn’t matter that much
Figure 3: Factors for success, tween/teen and adult iGens, March 2017
Adult iGens may struggle to make offline connections
Figure 4: iGen attitudes toward friendship, tween/teen and adult iGens, March 2017
The opportunities
iGens’ youth keeps them in touch with pop culture
Figure 5: Generational perspectives, adult iGens, March 2017
YouTube gets high marks from iGens
Figure 6: Perceptions of media channels, teen iGens, March 2017
Figure 7: Perceptions of media channels, adult iGens, March 2017
Adult iGens are sophisticated social users
Figure 8: iGen attitudes toward social media, teen and adult iGens, March 2017
What it means
Who are the “iGeneration”?
Figure 1: Births in the US (millions), Mintel generational cut-offs, 1930-2015
The issues
Millennial lifestyle trends continue with iGens
Figure 2: Plans for the future, tween/teen iGens, March 2017
Looking back, grades didn’t matter that much
Figure 3: Factors for success, tween/teen and adult iGens, March 2017
Adult iGens may struggle to make offline connections
Figure 4: iGen attitudes toward friendship, tween/teen and adult iGens, March 2017
The opportunities
iGens’ youth keeps them in touch with pop culture
Figure 5: Generational perspectives, adult iGens, March 2017
YouTube gets high marks from iGens
Figure 6: Perceptions of media channels, teen iGens, March 2017
Figure 7: Perceptions of media channels, adult iGens, March 2017
Adult iGens are sophisticated social users
Figure 8: iGen attitudes toward social media, teen and adult iGens, March 2017
What it means
– WHO ARE IGENS? –
WHAT YOU NEED TO KNOW
iGens have a different set of influences
iGeneration is a relatively small cohort
Younger generations skew multicultural
Marriage, family, and homeownership will occur later in life
iGens have a different set of influences
iGeneration is a relatively small cohort
Younger generations skew multicultural
Marriage, family, and homeownership will occur later in life
– IGEN
INFLUENCES
Great Recession shapes iGen economic outlook
Figure 9: GDP change from previous period and consumption expenditures, Q1 2007-Q4 2016
iGens – digital and mobile natives
Figure 10: Launch dates of influential tech companies and products related to iGen birth years
The news that never stops
Figure 11: Perceptions of media channels – Mobile apps for news, adult iGens, March 2017
iGens think globally
Figure 12: Teen iGen perceptions of adulthood – International travel, by demographics, March 2017
Great Recession shapes iGen economic outlook
Figure 9: GDP change from previous period and consumption expenditures, Q1 2007-Q4 2016
iGens – digital and mobile natives
Figure 10: Launch dates of influential tech companies and products related to iGen birth years
The news that never stops
Figure 11: Perceptions of media channels – Mobile apps for news, adult iGens, March 2017
iGens think globally
Figure 12: Teen iGen perceptions of adulthood – International travel, by demographics, March 2017
– THE IGENERATION BY
THE NUMBERS
iGeneration population to remain stable
Figure 13: Population share, by generation, 2012-22
Diversity grows with younger generations
Figure 14: Generations, by race and Hispanic origin, 2017
Teen births at a record low
Figure 15: Birth rates per 1,000 females, by age, 1990-2014
As they expect, iGens will likely marry later in life
Figure 16: Median age at first marriage, by gender, 2006-16
Homeownership may also occur later in life
Figure 17: Homeownership rate, by age of householder, 2016
iGens raised in small households
Figure 18: Average number of own children per family (for families with children under 18), 2015
Shift in living arrangements for iGeneration
Figure 19: Living arrangements of children under 18 years old, 1970-2016
iGeneration population to remain stable
Figure 13: Population share, by generation, 2012-22
Diversity grows with younger generations
Figure 14: Generations, by race and Hispanic origin, 2017
Teen births at a record low
Figure 15: Birth rates per 1,000 females, by age, 1990-2014
As they expect, iGens will likely marry later in life
Figure 16: Median age at first marriage, by gender, 2006-16
Homeownership may also occur later in life
Figure 17: Homeownership rate, by age of householder, 2016
iGens raised in small households
Figure 18: Average number of own children per family (for families with children under 18), 2015
Shift in living arrangements for iGeneration
Figure 19: Living arrangements of children under 18 years old, 1970-2016
– KEY TRENDS – WHAT
YOU NEED TO KNOW
Tween/teen brands don’t underestimate their audience
iGens may be a more conservative generation
Pepsi’s protest ad gets protested
iGens escape retailers’ grasp
Streaming music gains steam
Big name partnerships constrain YouTube self-expression
Tween/teen brands don’t underestimate their audience
iGens may be a more conservative generation
Pepsi’s protest ad gets protested
iGens escape retailers’ grasp
Streaming music gains steam
Big name partnerships constrain YouTube self-expression
– WHAT’S
WORKING?
Wise-up for the teen audience
Give iGens something to talk about
Figure 20: Coca-Cola – Brotherly Love, TV ad, March 2016
Figure 21: Dove – Real Beauty Productions #RealBeauty, March 2017
Figure 22: Secret Deodorant – Pitch, January 2017
Drinking and drug use down among teens
Making games a share-able experience
Wise-up for the teen audience
Give iGens something to talk about
Figure 20: Coca-Cola – Brotherly Love, TV ad, March 2016
Figure 21: Dove – Real Beauty Productions #RealBeauty, March 2017
Figure 22: Secret Deodorant – Pitch, January 2017
Drinking and drug use down among teens
Making games a share-able experience
– WHAT’S
STRUGGLING?
Retailers consider how to attract a younger audience
“Mean girl” attitude doesn’t work with iGens
Pepsi ad elicits a collective groan from the internet
Paid social ads may not be the right approach
Retailers consider how to attract a younger audience
“Mean girl” attitude doesn’t work with iGens
Pepsi ad elicits a collective groan from the internet
Paid social ads may not be the right approach
– WHAT’S
NEXT?
Social shopping attracts young consumers
Music industry relies on streaming services to regain revenues
Independent creators walk a fine line
Colleges experiment with data to compete for new students
McDonald’s reaches out to young employees through “snaplications”
Social shopping attracts young consumers
Music industry relies on streaming services to regain revenues
Independent creators walk a fine line
Colleges experiment with data to compete for new students
McDonald’s reaches out to young employees through “snaplications”
– THE CONSUMER –
WHAT YOU NEED TO KNOW
iGens expect to delay marriage and family
Adult iGens keep up with brands and trends
Teen iGens concerned with grades; adult iGens consider people skills
YouTube is the “must have” platform for teens and adults
iGens’ top concerns include both local and global issues
Adult iGens see the advantages/disadvantages of social media
Social connection may elude adult iGens
iGens expect to delay marriage and family
Adult iGens keep up with brands and trends
Teen iGens concerned with grades; adult iGens consider people skills
YouTube is the “must have” platform for teens and adults
iGens’ top concerns include both local and global issues
Adult iGens see the advantages/disadvantages of social media
Social connection may elude adult iGens
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Clear Details get Table of Contents @
https://www.researchmoz.us/marketing-to-the-igeneration-us-may-2017-report.html/toc
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