30-39 Audience Analysis by Justine Kim

Age Group: 1981-1999 (Bolton, 2013)

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The most popular social media platform for your age group

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TV-connected devices: DVD players, VCRs, game consoles and digital streaming devices

Digital Natives

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Gen Y are the first generation to have spent their entire lives in the digital environment; information technology profoundly affects how they live and work. They actively contributes, shares, searches for and consumes content – plus works and plays – on social media platforms.

Facebook

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Millennials mostly use Facebook. An explanation may be that this age group grew up with Facebook, which has become an integral part of their lives (Deloitte).

Facebook use varying by country

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Millennials in Sweden & Norway use FB as their main news source (Deloitte)

Social Media as News Source

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Gen Y choose social media as their preferred news source more than older generations.

Gen Y is Distracted

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Millennials had the lowest program engagement and lowest ad memorability scores.

"I'm okay with ads - as long as content is free."

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Smartphones

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Are Gen Y's prime outlet to engage with social media.

Social Media Celebrities

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“Please list your current top five favorite celebrities.”

Male Millennials have a higher opinion of trending social media stars than they do for sports stars, pop stars, actors and actresses.

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History of Gen Y

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Gen Y have experienced long periods of economic prosperity (until the past few years) and a rapid advance in instant communication technologies, social networking, and globalization. They are now experiencing

an era of economic uncertainty and violence and the worst global recession since 1929.

Social Media Use

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Gen Y rely heavily on technology for entertainment, to interact with others -- and even for emotion regulation.

Digital Divide

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Internet access and consumer expenditure on hardware and services varies considerably between low- and

high-income economies. DD largely mirrors inequalities on the basis of education, income, occupation, social class and

neighborhood.

Cultural variation

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College students in collectivistic Korea tend to emphasize obtaining social support from

existing social relationships, whereas their counterparts in individualistic USA focus more on seeking entertainment.

Gen Y use of social media

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Y uses social media for the same purposes as other cohorts:

for information, leisure or entertainment
socializing and experiencing a sense of community
staying in touch with friends

Most time is spent consuming content.

Average Time spent online on social media

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Average amount of hours spent per day on social media worldwide as of November 2021, by generation (in hours). Gen Y spends approx 2.25hrs per day.

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Millenial Aesthetic

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The word cloud of key terms in this article gives you the more general sensibility: “gentle,” “enticing,” “placid,” “friendly,” and “knowing.” The “millennial aesthetic” favors “chatty positivity”; it likes “blank, clean surfaces” and soft lines; it is “casual, friendly, and impersonal.” It’s offbeat but not weird.

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Millennials are "cheugy"

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An American neologism coined in 2013 as a pejorative description of lifestyle trends associated with the early 2010s.

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