Monthly Archives

May 2015

Digital Democracy Votes Out TV

By | Acumen Insights | No Comments

Deloitte’s Digital Democracy Survey found streaming video services are used by 42 percent of American households and have overtaken live programming. Fifty-six percent of consumers now stream movies and 53 percent stream television, as compared to 45 percent who prefer to watch television live. Trailing Millennials (age 14-25) spend nearly 60 percent of their movie watching time on computers, tablets, and smartphones—more than on a TV screen.

Millennials (age 14-31) and Gen X (age 32-48) engage in an average of three activities while watching TV, including internet browsing, email and text messaging. The activities are not usually tied to the TV program, with only one-quarter multitasking in relation to the current program. Three-quarters of consumers say they tend to multitask more during the TV ads, yet 62 percent say they are willing to watch ads in streamed content if it results in lower subscription costs.

The study also found home Internet is the most valued service for 93 percent of Millennials. While 58 percent of Trailing Millennials still value Pay TV, 25 percent cancelled their Pay TV subscriptions in the last 12 months or haven’t had Pay TV for more than a year; Leading Millennials cancellation rate was lower at 16 percent.

Motivating Millennial Males

By | Acumen Insights | No Comments

Nielsen reports millennial males (ages 19-34) spend less time on average each week consuming traditional TV compared to older men—only 20 hours versus 28 hours for Gen X males and 38 hours for Boomer males. However they make up the difference online; this group spends significantly more time per week watching videos on the Internet (2 hours 15 minutes) than any other demographic. Millennial males also devote substantially more time to social networking; 70 percent use social networks versus 38 percent of older men.


So what resonates if you’re trying to reach millennial males? “Normal” guys in extreme or exaggerated situations have the strongest effect with this segment and slapstick, edgy and sarcastic humor resonates well.

BFFs on Instagram

By | Acumen Insights | No Comments

The latest Cassandra Report from Deep Focus reveals that more than one-third of Millennials 18-34 years old consider relationships formed through digital channels (“eLationships”) as meaningful as in-person relationships. Nearly one-third (32 percent) of respondents say they feel close to people they have known only via social media, and 76 percent indicate they have friends on social media who they have never met in-person.

It stands to reason Gen Y craves innovations that enable them to make their digital lives more intimate. Overall, 58 percent think technology makes people feel more connected and 41 percent say gaming, specifically, is a way for them to connect with people from other countries. Gen Y also appears fascinated by inventions that merge digital and physical experiences: 25 percent are using fitness trackers and 12 percent are using more advanced wearable tech like Google Glass.

Coming of Age Online

By | Acumen Insights | No Comments

A Facebook study of people ages 13-24 shows that “coming of age” has changed universally for youth around the world. Growing up today happens online and happens everywhere. Teens and young adults use social media to carefully craft how they want to world to perceive them, with the in-person experience having less value. For example, when youth have had a “really good day,” the first place they share it is on social media (30 percent), followed by face-to-face (22 percent) and text (11 percent).

The mobile phone is their lifeline as they mature, and 72 percent agree they can’t leave the house without their mobile. Another 60 percent agree they would give up their TV before relinquishing their mobile phones. But the always-on mentality has produced FOBO (Fear of Being Offline); 70 percent say they like to be connected to the Internet wherever they are and 46 percent agree they would feel lost if they couldn’t access social media.

With their immersion in social media, teens and young adults want to hear from brands in the medium; 53 percent say they like when brands speak to them via social media. But the bar for communication is high, with 72 percent saying they expect what brands share to be entertaining.

Millennials Quitting Cable

By | Acumen Insights | No Comments

PWC says there’s a shakeup happening in television and video among viewers under the age of 35. In the past year, cable TV subscriptions among 18-24 year olds dropped from 77 percent to 71 percent and from 73 percent to 67 percent among 25-34 year olds. Pay TV subscribers who also subscribe to Netflix has increased, from 56 percent to 65 percent among 18-24 year olds and from 51 percent to 71 percent among 25-34 year olds.

Consumers cited frustration with paying for cable channels they don’t use as a motivation for dropping Pay TV service, and 41 percent said they would prefer an a la carte system. In the long run, 61 percent of current subscribers said they still would be cable subscribers in five years—but when asked if they’d be subscribers in 10 years, only 42 percent said yes.

How Defy Media Creates a Fun, Youthful Workspace Behind the Scenes

By | Blog

ADWEEK visited our L.A. digs right before the fun and frenzy of Newfronts week in NYC.  We think they did a great job offering a peek into the creative spaces inspiring our hard-working team daily.  And this line says it best :  “Defy Media  knows what the kids want”.

As one of the largest original content creators for the 13 to 34 demo, with a large chunk of content directed toward kids 13 to 17, the digital production company, by its own estimate, reaches about 150 million viewers a month. Defy Media was started in 2013 with the merger of Web video giants Alloy Digital and Break Media, creating a stellar collision...



Dare to Clustershare

By | Acumen Insights | No Comments

Kidsay reports that YouTube provides an important social and creative outlet for tweens (ages 8 to 11), and finding cool YouTube videos to share with others is a form of social capital. Not only can it foster bonding with friends, sharing a ‘cool’ or ‘funny’ video can help raise a kid’s social status. However only 28 percent of tweens say they have shared a video online. Instead, tweens most frequently share videos when hanging out (in person) with their friends and family huddled around laptops, tablets and phones. Kidsay calls this phenomenon clustersharing. While this partly reflects that not all tweens use social media, it speaks more to their desire to physically experience videos with others – to see, to feel and to share that experience, including their thoughts and emotions.

Bank on Content

By | Acumen Insights | No Comments

Research by Newscred indicates banks can build better relationships with young Millennials (18-to-24 years old) by creating content related to life’s financial decisions.

Young Millennials already demonstrate the highest level of trust in banks among adults, with 81 percent saying they trust their bank compared with the average of 67 percent. They engage with their banks on Facebook at more than twice the average rate (25 percent vs. 11 percent) and also have high rates of engagement via app (56 percent) and text message (50 percent).

But banks could strengthen this trust by offering “helpful, useful content” about travel, careers, the local area, music, technology and gadget guides, recipes, health, fashion and beauty (66 percent of 18 to 24 year olds say their trust would increase compared to 56 percent overall). Over half of 18 to 24 year olds (59 percent) say they’d spend longer on their bank’s website if they provided interesting articles (vs. 36 percent) and 37 percent say they’d be inclined to share interesting articles from their bank on social media, nearly double the survey average response.

Gen X Does Not Equal Gen Y

By | Acumen Insights | No Comments

A study from Razorfish says marketers are underestimating the digital divide between Millennials and Gen Xers and losing both sales and loyalty in the process. Millennials are far more engaged with the technology around them than their slightly older peers, and mobile devices are essential to how Millennials shop and buy (83 percent of Millennials own a smartphone vs. 64 percent of Gen X).

Fifty-six percent of Millennials say their phone is their most valuable shopping tool in-store—compared to just 28 percent of Gen Xers—and 59 percent of Millennials use their devices to check prices while shopping (vs. 41 percent). Millennials also are more interested in mobile payment technology (66 percent vs. 46 percent) and outpace their Gen X counterparts in nearly every digital activity, from social networking to streaming media.

Millennials express a more emotional connection to their digital devices than Gen X; for example, 72 percent of Millennials get excited when they receive a text message or notification compared to just 50 percent of Gen X. Millennials also don’t see a difference between “online” and “offline”; technology is an integral part of their lives and it’s how they interact with and experience brands, even when in traditionally “offline” environments.