Monthly Archives

July 2015

Social News is Good News

By | Acumen Insights | No Comments

According to a study by the Media Insight Project, Millennials (ages 18-34) tend to mix news with socializing, problem solving and entertainment. Social networks are an important platform for news among Millennials with 88 percent getting news from Facebook regularly, but just 47 percent of Millennials who use Facebook say that getting news is a main motivation for visiting.  However Facebook is not the only social network Millennials use for news. On average, those surveyed get news from more than three social media platforms — including YouTube (83 percent), Instagram (50 percent), and portals of active involvement such as Reddit.


Contrary to the idea that social media creates a polarizing “filter bubble,” 70 percent of Millennials say that their social media feeds are comprised of diverse viewpoints evenly mixed between those similar to and different from their own. An additional 16 percent say their feeds contain mostly viewpoints different from their own, and 73 percent of those exposed to different views report they investigate others’ opinions at least some of the time — with a quarter saying they do it always or often. When Millennials want to dig deeper on a news subject, search is cited by 57 percent and declared the most useful, followed by news sites (23 percent); only seven percent cite Facebook as a place to dig deeper and learn more.

Perpetually Plugged In

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A study by found 91 percent of Millennials aged 13–24 years old spend at least half an hour online daily; more than 55 percent of Millennials spend over 4 hours online and 32 percent spend over five hours online a day. Moreover, down time equals digital time with 79 percent spending two hours or more online on weekends. The majority of this time is dedicated to social media with 71 percent of Millennials checking their accounts daily. Other content accessed daily includes mobile games (54 percent), instant messaging (40 percent) and email apps (58 percent).

Despite all this time online, privacy is still a major concern for these young tech users. Forty-five percent are concerned about companies tracking their online behavior and only one out of five Millennials think companies are doing enough to protect their privacy online. Fifty-five percent feel privacy policies need to be better communicated, and only 25 percent of young people feel they adequately understand the contents of these policies.

Unique Experiences Beget Loyalty

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According to a study from Deloitte, 66 percent of Millennials who are high-frequency travelers rate “unique rewards” as an important factor when choosing a hotel loyalty program, compared with just 43 percent of their older counterparts. Yet the types of benefits millennial travelers are attracted to are no longer solely points-focused. Overall, 68 percent of frequent travelers indicate they consider themselves loyal to the program where they accumulated the most points. However Millennials highly value “soft” benefits such as VIP treatments and exclusive experiences more than other groups; 66 percent of Millennials indicate unique experiences matter, compared with 50 percent of frequent travelers in other age groups.

Once customers establish allegiance to one loyalty program, Millennials are most likely to go out of their way to patronize that brand. Millennials indicate they would pay $41 more per night and travel up to 15 minutes out of their way to stay with their preferred brand, compared with travelers in other age groups who are willing to pay an extra $29.

How to Win with College Students

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The 19 million plus millennial college-students in the U.S. are of critical interest to marketers; it is a large subset of consumers that already deploys considerable spending power and will be poised to out earn and outspend non-college Millennials for decades to come.

A study by Student Monitor examined college students’ media preferences for learning about products and services and found peer opinion to be more influential than advertising. At 48 percent, word-of-mouth was the preferred method just ahead of ads on the internet (39 percent) and ads on television (31 percent). At 21 percent, email messaging had a significant constituency despite the popular notion that young people regard email as hopelessly old-fashioned. Free samples distributed on campus or free-gift-with-purchase both came in at 16 percent; ads in campus or national newspapers, printed catalogs and information on a company’s Facebook page came in at a low 8 percent.

High Roller Dads

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For years, moms were seen as the primary shoppers in the house, but a new study from Y&R shows that may not be the case anymore. The “Who’s Your Daddy?” study reveals 45 percent of North American dads are the primary grocery shoppers for their families and the number jumps to 80 percent for millennial dads.

Y&R found when dads want something specific, they are willing to pay and tend to be less concerned about budget than moms. Twenty-eight percent of dads agreed with the statement, “I buy brands that I think are best and don’t worry much about price,” while only 13 percent of moms agreed. Likewise while 52 percent of moms said they try to buy products on sale, only 33 percent of dads said they do the same; 49 percent of dads compared to 32 percent of moms agreed the convenience of one-stop shopping was more appealing than the lowest price.

The way to dad’s wallet is through his device with 70 percent of dads wanting opt-in mobile alerts and 81 percent saying location-based mobile offers are useful; 58 percent with kids under 18 said they had taken action on a mobile offer.

Everyday Smarts

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Screen preferences across generations demonstrate how the involvement of a task and frequency of touch points influence the connected consumer journey. A study by Millward Brown Digital found when it comes to generational device usage the greatest discrepancy was seen in smartphones. Seventy-seven percent of Millennials said they used their smartphones in the past day, while only 60 percent and 42 percent of Gen X and Baby Boomers, respectively, claimed to have used their smartphones in the past day. The reverse was true for television; 91 percent of Baby Boomers, 86 percent of Gen X and only 77 percent of Millennials said they watched television in the past day.

Given a range of tasks and activities, Millennials embraced mobile indicating smartphones as their preferred screen 50 percent of the time and a PC the other 50 percent of the time, usually for more involved activities like research. Gen X prefers to use PCs 84 percent of the time with smartphones preferred only 16 percent of the time; Baby Boomers never prefer smartphones and opt to use PCs 100 percent of the time.

DEFY Media, Strikes Digital-First Development Deal with Renowned Game Show Producer Andrew Golder

By | Press Releases

LOS ANGELES – July 16, 2015 – DEFY Media, a leading independent creator and distributor of digital content focused on the hard to reach 13-34 demographic, announces today a development deal with EMMY Award-winning game show creator and producer, Andrew Golder (“Penn & Teller: Fool Us,” “Win Ben Stein’s Money,” “Solitary,”), to develop and executive produce a slate of millennial-targeted game show formats, which will be distributed through DEFY’s digital network with the potential to move the formats to television and other OTT platforms.


The pact includes the development of at least four game show concepts over the coming year that will appeal to DEFY’s influential audience of more than 125 Million viewers each month across its web, social and mobile platforms.  Defy will work with Golder via Generate, its leading television production entity and management arm. Generate plans to tap its extensive talent list as well as DEFY’s powerful digital influencer network.

“We’re thrilled to partner with a producer of Andrew’s caliber to create programming in a genre where he has seen such success,” commented Keith Richman, President of DEFY Media. “Combined with the television development and production expertise of our Generate team, and the power of DEFY’s digital and social networks, we are confident we can create compelling game formats and build a significant audience and momentum around them.”

This deal is an extension of an ongoing creative partnership between Golder and Generate’s Jared Hoffman.  Hoffman and Golder recently collaborated on the creation of an original game format, Camera Roll, which was licensed by national games manufacturer Endless Games and is being distributed online and in retail stores nationwide through outlets such as Amazon, Target, Toys R Us and Target, among others.


“Working with Andrew on a number of formats, including Camera Roll, has been a rewarding experience creatively and presented compelling opportunities to create game formats around new technology,” commented Jared Hoffman, President of Generate. “This venture gives us a unique platform to further our creative partnership and  produce and market new game show formats direct to viewers leveraging DEFY’s reach to a large and engaged millennial audience.

Emmy-Award winning producer Golder’s long list of credits in game shows, competition, and variety programming, both domestically and internationally, include co-creator and executive producer of “Penn & Teller “Fool Us,” which just began its second season on the CW Network, executive producer and co-creator of the irreverent quiz show “Win Ben Stein’s Money,” which won eight Emmy Awards and was voted one of TV Guide’s Top 50 Game Shows of All Time, Comedy Central’s update of the “Gong Show”, “Identity” for NBC, and “Star Search Live” for CBS, among many others.

Generate’s Hoffman brings extensive creative development and award-winning production experience in both scripted and unscripted formats made for broadcast, cable, theatrical and digital platforms. Among the company’s many credits, Generate is an executive producer of AMC’s acclaimed award winning digital series for The Walking Dead, which ran for three seasons, as well as creator and executive producer of the game format digital series Chasing with Steve Aoki which ran in partnership with the FUSE Network, and THE HELP Desk with Deepak Chopra for the OWN Network.

“This is a great opportunity to expand game formats cross-platform and turn the traditional model on its head a bit,” stated Andrew Golder. “There’s great value in the ability to introduce new programming in the digital space and have that immediate response from viewers. I’m excited to approach the development process in this way and look forward to working with DEFY and Generate to build on exciting concepts that will appeal to younger audiences and migrate to other platforms.”

The first show from Golder and Generate, tentatively titled Crazy Smart, is expected to go into production Fall 2015.


Golder and Generate are both represented by UTA.







Not Basement Dwellers Forever

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Media reports suggest Millennials will wreak havoc on the U.S. economy and housing market as they eschew anything that doesn’t fit in a backpack. They will move to cities and rent, won’t own things and won’t need cars; a massive slump will ensue because they will remain unmarried and live in their parents’ basements. Not quite.

According to the Demand Institute, today’s 18- to 29-year olds account for just 13.3 million U.S. households (11 percent of total households), but their ranks will swell to 21.6 million households by 2018. Only 16 percent of Millennials say they will never purchase a home and 24 percent already own a home. The necessities of raising a family will be a key factor driving many to purchase; 64 percent expect to be married and 55 percent expect to have children in the next 5 years, compared to 30 percent currently married and 36 percent already having children.


Home Sweet Millennial Home

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Redfin reports homeownership rates for Millennials is 42 percent, compared with 65 percent for the total U.S., with rates highest among Millennials with an Associate college degree or higher. Among Millennials who do not currently own a home, 92 percent say they plan to purchase in the future.

Millennials who plan to purchase their first home reported the same reasons for putting off home buying as other age groups: having too much debt (17 percent), still saving for a down payment (13 percent, and not being able to afford where they want to live (12 percent). But Millennials also indicated a desire for financial flexibility as a barrier to buying a home more than any other group (15 percent); they say they don’t want to be tied down with a mortgage. Thus while Millennials have clear ideas about what they’re looking for when it comes to home ownership, they aren’t necessarily prepared to make the financial commitment.

Millennial Education Divide

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A report from Experian Marketing Services looked at how college-educated Millennials differ from their non-graduated peers on employment and attitudes toward personal finance. Millennials with a college degree are somewhat less focused on income than their non-college educated peers. Those with a degree are much more likely to say “I look at the work I do as a career rather than just a job” whereas the non-degreed Millennials are significantly more likely to say “Money is the best measure of success.

Millennials (ages 18-34) are more likely to be in school than other generations with 19 percent currently full- or part-time college students; an additional 25 percent are college graduates and 56 percent are high school grads (may or may not have some college education).  While 68 percent of Millennials are employed, more than a third of the jobs are part-time and thus contribute to their lower average individual income of $34,100—compared to $54,400 for Gen X. However Millennials with a college degree earn an average $52,700, double the individual income of their peers without a degree.