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Marketing to the iGeneration - US - May 2017

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
TWEEN/TEEN IGENERATION’S PLANS FOR THE FUTURE
iGens intend to continue Millennial social trends
Figure 23: Plans for the future, tween/teen iGens, March 2017
College is still an expectation for teens
Figure 24: Teens’ attitudes toward going to college versus being famous, October 2015 – November 2016
Male teens focus on monetary success
Figure 25: Plans for the future – Select items, tween/teen iGens, by gender, March 2017
The youngest iGens have the most traditional expectations
Figure 26: Plans for the future – Select items, tween/teen iGens, by age, March 2017
Black iGens steer clear of marriage before 25
Figure 27: Plans for the future – Select items, tween/teen iGens, by race, March 2017
ADULT IGEN’S GENERATIONAL PERSPECTIVES
iGens more on trend than past generations
Figure 28: Generational perspectives, adult iGens, March 2017
Men and women are equally aware of branding
Figure 29: Generational perspectives – Select items, adult iGens, by gender, March 2017
Hispanic iGens pride themselves on hard work
Figure 30: Generational perspectives – Select items, adult iGens, by Hispanic origin, March 2017
FACTORS FOR SUCCESS
Adult iGens reprioritize soft skills
Figure 31: Factors for success, tween/teen and adult iGens, March 2017
Female iGens emphasize social skills
Figure 32: Factors for success – Select items, tween/teen and adult iGens, by gender, March 2017
As iGens age, grades take a back seat
Figure 33: Factors for success – Select items, tween/teen and adult iGens, by age, March 2017
Current events an important success factor for Black iGens
Figure 34: Factors for success – Select items, adult iGens, by race, March 2017
PERCEPTIONS OF MEDIA CHANNELS
YouTube is an essential channel for teen iGens
Figure 35: Perceptions of media channels, tween/teen iGens, March 2017
Methodology
Figure 36: Tween/Teen iGen perceptions of media channels, March 2017
YouTube also tops the list for adult iGens
Figure 37: Perceptions of media channels, adult iGens, March 2017
Figure 38: Adult iGen perceptions of media channels, March 2017
Snapchat usage diverges as male and female iGens age
Figure 39: Perceptions of media channels – Snapchat and podcasts, tween/teen and adult iGens, March 2017
Instagram holds appeal for Black tweens/teens
Figure 40: Perceptions of media channels – Social channels, tween/teen iGens, by race, March 2017
Blogs connect with adult audience
Figure 41: Perceptions of media channels – Blogs, tween/teen and adult iGens, March 2017
BIG PICTURE CONCERNS FOR IGENS
Concerns compound for adult iGens
Figure 42: iGen issues, tween/teen and adult iGens, March 2017
As tweens/teens age, they become exposed to political issues
Figure 43: iGen issues – Select items, tween/teen and adult iGens, by age, March 2017
Violence more likely to be a concern for male tweens/teens
Figure 44: iGen issues – Select items, tween/teen and adult iGens, by gender, March 2017
Police violence is a heightened concern for Hispanics
Figure 45: iGen issues – Select items, adult iGens, by Hispanic origin, March 2017
IGENS AND SOCIAL MEDIA
Pros and cons of social media more pronounced among older iGens
Figure 46: iGen attitudes toward social media, teen and adult iGens, March 2017
Social media usage similar across male and female teens
Figure 47: iGen attitudes toward social media – select items, teen iGens, by gender, March 2017
As iGens age, more gender differences materialize
Figure 48: iGen attitudes toward social media – Select items, adult iGens, by gender, March 2017
Urban teens sophisticated social users
Figure 49: iGen attitudes toward social media, teen iGens, by area, March 2017
IGEN ATTITUDES
Making friends a greater challenge for adults
Figure 50: iGen attitudes toward friendship, tween/teen and adult iGens, March 2017
Adult iGens struggle to focus
Figure 51: iGen attitudes toward work and school, tween/teen and adult igens, March 2017
Teen iGens still building leadership skills
Figure 52: iGen attitudes toward charity, tween/teen and adult iGens, March 2017
Tween iGens appear the most optimistic
Figure 53: iGen optimism, tween/teen and adult iGens, by age, March 2017
Low-income tweens/teens look for financial stability
Figure 54: iGen attitudes toward success, tween/teen iGens, by household income, March 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations
APPENDIX – IGENS BY THE NUMBERS 
Figure 55: Population, by generation, 2012-22
Figure 56: Median age at first marriage, by gender, 2006-16
Figure 57: Homeownership rate, by age of householder, 2016
Figure 58: Birth rates, by age of mother, 1990-2014
Figure 59: Average number of own children per family, 1970-2016

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