Marketing to the iGeneration - US - April 2016


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Mintel

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Until recently, the iGeneration has been largely overshadowed by the preceding generation: Millennials. As iGens begin to edge Millennials out of the key 18-34 demographic, marketers need to pay closer attention to this generation’s priorities and how their behavior differs from the dominant Millennials.

Table of Content

Overview

What you need to know
Definition

Executive Summary

Why the “iGeneration”?
Figure 1: Births in the US (millions), Mintel generational cut-offs, 1910-2009
Figure 2: Share of US population by generation, 2016 
Who are the iGens? What makes them unique?
Self-confident iGens think the best of themselves
Figure 3: iGen perceptions of self and others their age – Select responses, February 2016
Messages received in youth likely to impact iGens’ future perspectives
Figure 4: Motivations for being healthy, adult iGens indexed to all, July 2015
iGens “speak” a new language – mostly made of pictures
Figure 5: IGens’ use of images only to communicate, by age, February 2016
Music defines a generation, iGens are no exception
Figure 6: iGen social media and marketing preferences, by tween/teens and adults, February 2016
The issues
All eyes on me: It’s not easy to rise above the noise
Save money-money, save money-money-money: Will iGens be even more frugal than Millennials?
I want it now: iGens may be even less patient than Millennials
The opportunities
Teach your children well: Parents have significant influence on iGens
Figure 7: Influences on iGens – Parents and friends, by tween/teens and adults, February 2016
Hey 19 (or 29 or 39): Age-agnostic marketing may be the antidote to Millennial madness
Figure 8: “Sick of hearing about Millennials,” by generation, February 2016
Signed, sealed, delivered: iGens “love” getting mail
Figure 9: Tween/teen iGens “love getting mail,” by age and gender and by household income, February 2016
What it means

The Market – What You Need to Know

Less powerful than Millennials, gaining relevance as they move into adulthood
iGens following longer-term demographic trends
Unlikely that iGens will reverse trend of delaying marriage and family

The iGeneration by the Numbers

iGeneration accounts for 17% of US population
Figure 10: Population by generation, 2011-21
iGens are more diverse, more open-minded
Figure 11: Generations, by race and Hispanic origin, 2016
Nearly all iGens are unmarried, likely to remain so until late in their 20s
Figure 12: Marital status, by age, 2015
Figure 13: Median age at first marriage, by gender, 2005-15

Spotlight on Tween and Teen iGens

Tween/teen iGens similar to adults in some ways, bucking trends in others
Figure 14: Language spoken in the home, by teens aged 12-17 and adults aged 18+, April 2014-June 2015
Teen birth rate continues to decline
Figure 15: Birth rates per 1,000 females ages 15-19, by race and Hispanic origin, 1990-2014
Majority of tween/teen iGens live with both parents
Figure 16: Household relationship and living arrangements of tween/teen iGens, by age, 2015

Key Players – What You Need to Know

What’s working: Social media celebrities, sharing the experience
What’s challenging: Attracting – and keeping their attention
What’s next: Rethinking “Girl Power”

What’s Working?

All hail the “Instagirls”
Figure 17: “Karlie Kloss, Cara Delevingne, Joan Smalls, and More Talk Supermodels and Instagram,” online video, August 2014
Sharable brand experiences
Music and humor should garner attention from iGens
Figure 18: Tween/teen iGens’ attitudes toward social media and commercials, February 2016

What’s a Challenge?

Traditional advertising
Tapping the power of celebrity
Girls can code – but do they want to?
Figure 19: “#GirlsCan: Girls Who Code,” online video, November 2014
Figure 20: Tween/teen iGens and trends – Learning to code, by gender, February 2016

What’s Next?

The rebirth of “Girl Power”
Figure 21: “Always #LikeAGirl - Girl Emojis,” online video, March 2016
Harnessing the power of big data

The Consumer – What You Need to Know

iGens are confident, attribute positive qualities to themselves
iGens seem to think if it's good for the individual it’s not bad for society
Fitting in or standing out? iGens strive for both
Admittedly or not, celebrity influence is strong among tween/teen iGens
Averse to “following,” iGens are at the leading edge of trends
Social media influences iGens and is a platform to wield influence

How iGens Perceive Themselves and their Generation

Younger iGens’ self-perceptions misaligned with overall age group
Figure 22: Tween/teen iGen generational perceptions – Correspondence analysis, February 2016
Figure 23: Tween/teen iGen generational perceptions, February 2016
Adult iGens also see themselves differently
Trend followers? iGens don’t think so
Figure 24: Adult iGen generational perceptions – Correspondence analysis, February 2016
Figure 25: Adult iGen generational perceptions, February 2016

Adult iGens and Attitudes toward Changing Society

Are iGens pushing back against feminism?
Figure 26: Attitudes toward changing society – Feminism, by adult iGens and all, February 2016
Figure 27: Attitudes toward female breadwinners, by gender and adult iGens versus all, February 2016
iGens have progressive views about relationships
Figure 28: Attitudes toward changing society – Relationships, by adult iGens and all, February 2016
Female adult iGens happy to delay children – but maybe not marriage
Figure 29: Attitudes toward changing society – Relationships, by gender and adult iGens versus all, February 2016
Diversity viewed positively, including acceptance of refugees from conflict areas
Figure 30: Attitudes toward changing society – Society and legislation, by adult iGens and all, February 2016

iGens and Fitting In

Younger iGens feeling free to express themselves – for the most part
Figure 31: “Louis Vuitton Presents Series 4: The Heroine by Bruce Weber,” online video, January 2016
Figure 32: Tween/teen iGens’ attitude toward fitting in, February 2016
Adult iGens torn between fitting in and standing out
Figure 33: Adult iGens’ attitude toward fitting in – Netted, February 2016
Adult female iGens tend to be slightly more open-minded
Figure 34: Adult iGens’ attitude toward fitting in – Any agree, by gender, February 2016
As iGens become teenagers they are less likely to want to stand out
Figure 35: Tween/teen iGens’ attitude toward fitting in – Agree, by gender and age, February 2016
Affluent and Hispanic tween/teen iGens looking to stand out, more open-minded
Figure 36: Tween/teen iGens’ attitude toward fitting in – Agree, by household income, February 2016
Figure 37: Tween/teen iGens’ attitude toward fitting in – Agree, by race and Hispanic origin, February 2016

Tween/teen iGens and Celebrity Influence

Talent takes Swift and Bieber to the top
Taylor proves that good girls can finish first
Bieber goes from “squeaky clean teen heartthrob” to “bad boy” to “TBD”
Next generation of Kardashians ascend the ranks
Social media stars influential but fame may be fleeting
Figure 38: “Hugging People That Are Too Tall,” Vine, January 2016
Figure 39: “Morning Routine: Fall Edition!!,” September 2013
Figure 40: Tween/teen iGens and celebrities, February 2016
Figure 41: Number of Twitter and Instagram followers, March 2016
Swift and Bieber most popular with same-sex fans but still resonate with opposite sex
Figure 42: Tween/teen iGens and celebrities, by age and gender, February 2016
Hispanic iGens may be most impacted by celebrity endorsements
Figure 43: Tween/teen iGens and celebrities, by race and Hispanic origin, February 2016

iGens and Trends

Bingeing, selfies, and emojis make iGens mini-Millennials
Anything – anytime – anywhere: A right not a privilege
Figure 44: Adult iGens and trends – Indexed to all, February 2016
An emoji is worth a thousand words to tween/teen iGens
Social media is second nature
Figure 45: Tween/teen iGens and trends, February 2016
Though there has been progress, coding still more of a boys’ club
Figure 46: iGens and trends – Learning to code, by gender and tween/teen versus adult, February 2016
Hispanic tween/teen iGens on the cutting edge of trends
Figure 47: Tween/teen iGens and trends – Select responses, by race and Hispanic origin, February 2016

iGens and Influence

Parents as influencers
Figure 48: Tween/teen iGens and influence, February 2016
Adult iGens consider themselves slightly less influenced, influential
Figure 49: Adult iGens and influence – Netted, February 2016
Affluent tween/teen iGens feel more influenced, influential
Figure 50: Tween/teen iGens and influence – Agree, by household income, February 2016
Hispanic iGens also tend to be more influenced, influential
Figure 51: Tween/teen iGens and influence – Agree, by race and Hispanic origin, February 2016

iGen Attitudes toward Technology and Interaction

Tween/teen iGens are aware of the downsides of technology
Figure 52: Tween/teen iGens’ attitudes toward technology and interaction, February 2016
Facetime important to adult iGens – and not the Apple version
Figure 53: Adult iGens’ attitudes toward technology and interaction – Netted, February 2016
Adult female iGens more concerned with privacy online
Figure 54: Adult iGens’ attitudes toward technology and interaction – Any agree, by gender, February 2016
Tween/teen Hispanic iGens best reached electronically
Figure 55: Tween/teen iGens’ attitudes toward technology and interaction – Agree, by race and Hispanic origin, February 2016

iGen Social Media Preferences

Make ‘em laugh, don’t you know every iGen wants to laugh?
Figure 56: “The Mowglis – I’m Good (Live) at The Brooklyn Patch,” online video, April 2015
Figure 57: Tween/teen iGens’ social media preferences, February 2015
Offering “shareworthy” content may be the key to adult iGens
Figure 58: “Renwick Opening: Explore ‘WONDER’,” online video, November 2015
Figure 59: Adult iGens’ social media preferences, February 2015
Female iGens may be easier to target
Girls seek animals, fashion, and cuteness; boys more interested in the bizarre
Figure 60: ”Feed Your Sour Tooth: NEW Extreme Sour Bites,” online video, April 2015
Figure 61: Tween/teen iGens’ social media preferences – Select responses, by gender and age, February 2015
Figure 62: Adult iGens’ social media preferences – Select responses, by gender, February 2015

iGen Marketing Preferences

iGens drawn to music and humor in marketing
Figure 63: “Iskra Lawrence, Our New #AerieREAL Role Model,” online video, February 2016
Figure 64: Tween/teen iGens' marketing preferences, February 2016
Figure 65: Adult iGens’ marketing preferences – Indexed to all, February 2016
Teen iGens more interested in pop culture; adult iGens in realistic portrayals
Figure 66: iGens marketing preferences – Select responses, by age, February 2016
Tween/teen iGens in high-income households may be more exposed
Figure 67: Tween/teen iGens' marketing preferences – Select responses, by household income, February 2016

Appendix – Data Sources and Abbreviations

Data sources
Demographic data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

Appendix – Demographics

Figure 68: Population by generation, 2011-21
Figure 69: Population by gender and generation, 2016
Figure 70: Generations, by race and Hispanic origin, 2016
Figure 71: Generations, by race and Hispanic origin, 2016
Figure 72: Birth rates per 1,000 females Ages 15-19, by race and Hispanic origin, 1990-2014
Figure 73: Household relationship and living arrangements of tween/teen iGens, by age, 2015
Figure 74: Marital status, by age, 2015
Figure 75: Median age at first marriage, by gender, 2005-15

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