Joeri Van den Bergh made this fun quiz. Don’t be afraid, it’s completely anonymous. Enjoy the game!
Category Archives: Marketing
Viacom is gradually releasing insights from their The Next Normal-research on their tumblr. These new insights based on research in 24 countries are quite interesting. The 24 countries are UK, Russia, Brazil, Mexico, Germany, Netherlands, Poland, Italy, Spain, Turkey, China, Japan, Australia, Greece, Saudi Arabia, India, Argentina, Egypt, France, South Africa, Sweden, Singapore, USA and Canada.
9-14 year olds are the happiest segment of the Millennial generation – and their positivity is increasing. They are also hard-working and oriented toward achievement.
- 88% of 9-14s consider themselves very happy, compared with 70% of 25-30s
- Directionally we see an upwards shift in 9-14s’ expressions of happiness from 2006 to 2012; in 2006 closer to 2/3 kids strongly agreed that “I am happy just the way things are in my life right now”
- Nearly 8 in 10 agree that they “will not settle for anything less than what makes me happy”
- They are more likely than 25-30s to agree that it’s important to study hard when younger to get a better job and to believe they can accomplish anything they want if they work hard enough
- 9-14s today are more aware than in 2006 of the importance of studying hard to secure a better future: up from 80% to 86%
Personal note: I thought this strange, but in an earlier post on southern Europe we see important nuances.
The signs of success are changing – being part of a loving family and being rich are more important to 9-14s today, while having an enjoyable job and homeownership are less important.
- Comparing the 9-14s of today with those of 2006 (pre-crash), we found that in 2006, kids put academic success and sense of achievement ahead of money … while today, money is more important, an indication that the global economic crisis is showing an impact
- Kids today are more aware of the consequences of financial hardship and place less value on external measures of success
- Money is secondary to being part of a loving family, which is more important than ever –something you can always fall back on
- This generation may have to settle for any job over their dream job – and having “a job you enjoy” has fallen in the ranks
Being happy is still the most important sign of success.
Happiness has always been the top sign of success for kids, and that hasn’t changed
9-14 Millennials perceive themselves as less stressed.
- On a scale of 1 to 10, 9-14s rate their stress levels at 4.6 – below the 5.6 average in 2006
- They may score themselves lower on stress because they don’t remember a time when things felt different – chaos and crisis are becoming the norm
- Last Wavers are also the least stressed of all Millennials – 26% describe themselves as stressed, compared with 38% of First Wavers
- Among 9-14 we have recorded a reduction stress levels for around 20% since 2006.
Personale note: this is something I don’t see yet in my own country, actually with a reported hightened stress level with the age group 10-14. But maybe the important element here is: perceive themselves?
9-14 are more sheltered (by overprotective parents) … and less sheltered (via unprecedented digital exposure).
- Kids today are more sheltered because “Velcro parents” (strong Velcro – no longer just “helicopter parents”) are cocooning their children more than any other generation of parents – a trend likely to increase
- On the other hand, they are less sheltered because of their vast exposure to global images and ideas via the internet
And what about the future?
Looking beyond Millennials … Post-Millennials (under 8s) will not know a time before the current economic situation and global terrorism fears, they’ll spend even more time with their parents, and interactive screens will be a big part of life.
Though there is little hard data on Post-Millennials, early research on their parents and analysis from generational experts suggests these will be key cultural influences:
- The changed economic situation will always be normal – parents may be more risk-averse in job changes and financial investments due to chronic employment difficulties
- They will never remember a time before the fear of global terrorism
- The amount of time parents and children spend together may reach a new peak
- Parents and kids will do more activities together that might have been done alone in the past – like gardening, chores, cooking, and exercise
- Less time playing outdoors (as parents create controlled environments in an uncertain world), more time interacting with various screens
- They take the complete interactivity of portable digital entertainment platforms for granted
When it comes to personal traits, Post-Millennials are predicted to be sheltered, yet skilled at navigating social situations to their benefit.
Trait forecast for Post-Millennials:
- Overprotected – sheltered to an unprecedented level because their Gen-X parents want to right the perceived wrongs of their own neglected childhoods
- Behaviorally trained – less informal play and more organized activities leads to new ways of negotiating and figuring out how to get what they want, resulting in their learning to say the right thing to turn a situation their way
- Well socialized – in play environments where they have to form relationships with people they see occasionally, they will become sensitive to others and skilled at anticipating what others want from them
- Well behaved – as parents become more risk-averse, so will they; greater understanding that you get ahead by playing by the rules
- Psychologically inhibited – as they become accustomed to telling others what they want to hear, they may find it difficult to express their true feelings
- Skilled at mediation and compromise – discussion and persuasion are likely to become their trademarks
Humor is social currency for Post-Millennials – and they rate themselves as really funny.
- They believe they’re the funniest person in their family
- Like older kids, Post-Millennials like humor that’s simple, smart, and physical – but they have an even stronger affinity for comedy
- What’s funny to them: ordinary kids (their heroes) in surprising juxtapositions, pain without blood, smart but ridiculous, and oddball humor where the regular kids rule
You probably already know that storytelling is important. Our brains seem to be hardwired to remember stories better than anything else. So this research maybe doesn’t come as a surprise, still it’s something nice to know. The study has concluded that sports fans love to root for a hero and against a villain, but if the game is exciting, they’ll enjoy it no matter who wins.
This research has been published in the Journal of Media Psychology and examines emotional experiences, outcome satisfaction, and enjoyment of athletic events, particularly ones featuring individual athletes rather than team sports.
The lead author Colleen Bee is an assistant professor of marketing at Oregon State University. He states that the Olympics are a good example of an event where fans often cheer for little-known athletes competing in little-watched sports. The allure for these casual fans is not necessarily the sport itself. The spectacle and inherent drama associated with an athletic event is enough to make fans watch.
“Knowing something about the personal lives and personalities of these athletes gives the casual fan a reason to root for or against someone,” Bee said. “The stories matter here. It magnifies the experience of watching the game, and gives people a reason to watch.” (source)
Abstract from the research:
The purpose of the current research is to examine the influence of affective dispositions and the sequencing of affective and cognitive responses to mediated entertainment. Affective dispositions are manipulated to match a liked competitor against one who is disliked. The results indicate that viewers’ emotional responses and assessments of satisfaction with a win or loss were dependent on competitor liking. A hedonic reversal occurs in viewer disconfirmation emotions (relief and disappointment) and satisfaction judgments based on outcome desirability. A desirable (undesirable) outcome was one in which a liked (disliked) competitor won, or a disliked (liked) competitor lost. We also found evidence of mediated moderation such that competitor liking moderated the mediating effect of relief and disappointment on outcome satisfaction following an outcome. Outcome satisfaction, conceptualized as a cognitive judgment in our model, was then positively related to viewer enjoyment of the overall experience. Additionally our hypothesized model was found to outperform two competing models. The results elucidate the complex intertwining of affect and cognition in predicting viewer enjoyment of mediated entertainment.
This is the presentation I gave on technology and marketing, with a strong emphasis on youth. 2 rules: there is no such thing as digital natives and people are lazy.