"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
– 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 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
– 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
– 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
– 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
– 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
– 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
– 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”
– 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
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