Activating the Experience

Activating the Experience

While the music, weather, and people together created an incredible two days; as I wandered the festival grounds, one thing that really stuck out to me was the extent to which fairly uncomplicated activities drove a level of brand activation from our sponsor partners that took Summer Camp attendees from pure passers-by to engaged prospects. It’s one thing to sponsor an event; it’s a whole other to get people to genuinely interact with you. Let’s take a look at some of the ways in which our partners got the perpetually occupied millennial to stop and interact.

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Job Hoppers

Job Hoppers

A recent Gallup poll drew the conclusion that 21% of millennial employees have changed jobs within the past year and about 60% of millennials are ready for a job change right now. That’s a scary stat for businesses that rely and invest in millennial talent… which is nearly everyone. 

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B2C - We're Talking Back to College

B2C - We're Talking Back to College

Back to College. Yep, it's that time of year where retailers are gearing up for another pocket book battle royal. If you're not already planning or executing your attack, time to get on it! From NRF's Back to School Headquarters, nearly 60% will start shopping a month or two before class starts.

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Millennials Love Radio. Wait, What?

Millennials Love Radio. Wait, What?

Check out this MediaPost article from Tim Murphy, Entercom's VP of Digital Strategy and Enterprise Platforms, where he dives into some of the facts around Millennial's continued use of AM/FM and it's dominance in reach amongst the 18-34 year old audience.

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Millennials and the Purchase Process

Millennials and the Purchase Process

Recently, I came across a report titled “Reaching Consumers during the Purchase Process.” The study, conducted by Starcom MediaVest, basically looked to identify and attribute the impact of various media types in the purchase process, to help advertisers hone in on the most opportune times when consumers are receptive to particular messages, and what sequence of media channels should be used. Very heady stuff!

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Millennials Are Winos

Millennials Are Winos

That’s not just a blanket statement on the characterization of Millennials and binge drinking or being overly social, spending all their money at bars and restaurants – it’s a statistical outcome from a Wine Market Council report shared in USA Today.

This particular study portraying the 21-38 year old Millennial, reported that 42% of all wine in the U.S. last year was drunk by 21-38 year olds. More than any other generation! From the 79 million aged 21 to 38, they drank an average of two cases per person.

Additionally, Nielsen data shows the average retail cost of a bottle of wine was $7.81 in 2015. The study found a full 17% of millennials had shelled out over $20 for a bottle of wine in the past month. Among all age groups, that number was just 10%.

So not only are they drinking more quality wine than other age groups, a number of them are moving beyond the Two Buck Chuck.

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Jacobs Media TechSurvey12 Results Are In

Jacobs Media TechSurvey12 Results Are In

Jacobs Media TechSurvey12 has wrapped up and we wanted to share our top three insights from End listeners.   

  • AM/FM listening is increasing
  • TV viewing has moved on-demand
  • AM/FM leads for new music discovery

When asked how their AM/FM listening compares with last year, 2/3 (66%) said they are listening “About the same – a lot” or “More,” with only 14% sharing they are listening less. Echoing this trend, Nielsen’s report of February 2015 to February 2016 Average Quarter Hour, showed Millennial listening grew 10.4%!

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A Look Into The Seattle Millennial Home Buyer

I recently came across a fun new tool from Ellie Mae called the Ellie Mae Millennial Tracker. Each month, data will be added to give an up to date perspective on the demographic make-up of today’s Millennial home buyer  – the ones expected to dominate home buying in 2016 and beyond. Looking at the Seattle-Tacoma-Bellevue MSA data, here’s what Ellie Mae shares about these young buyers.

  • 67% of primary borrowers are male
  • Average age of borrowers is 30 years old
  • Average loan amount is a little over $282K
  • 4% average note rate
  • 82% were for purchase of a home

What I thought most interesting was that 46% of borrowers are single. Long gone are the traditional life-markers of marriage then house and kids.

Millennial Radio Listening Continues Growth

Millennial Radio Listening Continues Growth

As traditional TV viewership continues its decline with Millennials, radio has surged ahead.

For Millennials, the move to streaming has significantly impacted the time spent viewing. As presented in the Business Insider visual below, Nielsen data shows that TV viewing by 18-24-year-olds was down by about 9.5% year-over-year and has fallen by about 34% between 2011 and 2015. Older Millennials (25-34) saw about a 6.5% decrease year-over-year and about a 22.5% drop from 2011 to 2015.

The opposite is true when looking at radio where AQH persons increased nearly 10.5% from Feb 2015 to Feb 2016. Radio continues to surge ahead as the #1 reach medium across all key demos.

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Seattle Millennials Flush With Cash

Seattle Millennials Flush With Cash

Seattle came in number five in a recent Zillow report on where the wealthy young people are congregating. Those Millennial households making $350K+ household income are about 4% of households. What was crazy here is that it was in-line with the % of Boomer households making the same level of income.

As this Geekwire article shows – some of the highest paying careers are in tech and healthcare. Both of which Seattle has a lot of! Add in our aerospace engineering industry and you have a recipe for young wealth opportunities.

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Yes – Millennials are buying cars

Yes – Millennials are buying cars

Are they getting their license a little later – yes, some are.

 

Are they on-board with ride share services? Yes – they’re cool with things that are largely enabled by mobile.

 

Do they prefer public transportation – yes, but really only if they live in the metro and your city has an extensive system

 

So are they ever going to get in the car game? Yes, right now! And they’re quickly becoming the largest target consumer for auto dealers. A study, shared in this NBC News article and conducted by Princeton Survey Research Associates, found that about 24 percent of Millennials, aged 18 to 29, said they will buy a car sometime during the next 12 months. And that figure slipped to 20 percent of those between 30 and 49, and falls to 10% among those aged 50 to 64.

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It’s not about age, it’s about life stage.

It’s not about age, it’s about life stage.

In the most recent Nielsen Total Audience report; It’s not about age, it’s about life stage was a theme they introduced and carried throughout the Millennial focused report. I like it, and agree 100%.

When you analyze life stages of 18-35 year old Millennials, you see unique pictures:

  • The high-schooler living with the ‘rents
  • The single upstart somewhat new to the workforce
  • The married homeowner with children

All very different. All technically Millennials. 

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Content Marketing On The Rise

Content Marketing On The Rise

A marketing element that has been growing at a rapid rate is Content Marketing. If you’re not familiar with what defines something being content marketing, well, you’re not alone, as it’s really only recently started to pick up pace in ad circles. It also goes by sponsored content and native advertising.

The names and activities used can range from one person to another; from a simple ‘Supported by’ mention of a seemingly non-relevant topic; to contextually relevant pieces of content written around a particular brand, product or service. Even event sponsorships are a form of content marketing.

It’s designed to inform, educate and entertain, as much or more than it’s intended to directly sell to an audience. The accrual of value comes to an advertiser in that their involvement in underwriting the content consumers enjoy, helps that advertiser score points with the audience.

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Agencies allocating 1/3 of budgets for Millennials

Agencies allocating 1/3 of budgets for Millennials

As the size of the Millennial generation grows, both in spending power and size, so does the allocation of budget to reach them.

As this eMarketer article illustrates, spending has grown to over a third even while Millennial spending power lags that figure – hanging around 25% currently. What we are seeing is a mad dash to capture the brand preference as this generation moves into the prime of the ‘age of acquisition.’ This is even more of the case for the 25-35 year old segment of the 18-35 year olds.

With an expected 50% of the workforce in 2020 being Millennial and more than doubling their spending power over the next 5 or so years…. Look Out!

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Does it have bluetooth, gps, backup camera...

Does it have bluetooth, gps, backup camera...

In our most recent Think Forcesurvey, one area of the automotive purchase process we explored was that must have item in their next car. So we asked the open ended question…

What is the one thing your next automobile must have? 

As with any open ended question, you get a variety of answers. Some of the things that came up included air conditioning (in Seattle?), convertible (again, in Seattle?), and heated seats (ok that would be nice in Seattle). But three of the most common responses were; an item related to infotainment/audio/video, fuel efficiency, and all-wheel or four-wheel drive.

Infotainment

Before the self-driving car is a reality, the need for constant connectivity, a nice sound and safety will continue infiltrating our cars and trucks. Infotainment continues to be a key aspect in the decision making process for Millennials. In a 2013 Auto Trader survey, 80% of Millennials deemed infotainment features connected to their smartphone as essential.

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