Monthly Archives

December 2016

Millennials Would Delete Calling App Over Snapchat

By | Acumen Insights

Amongst Millennials, using a phone for making calls is becoming obsolete. A study by LivePerson, as reported in Business Insider, found that this generation hates calling so much they would rather delete their main phone app than to lose Snapchat or text. Specifically, when asked if they had to choose only one app to keep on their phone, 35 percent chose text, 17 percent chose Snapchat, and only 14 percent chose the native phone app.

Several factors likely influenced this decision. Millennials, particular those on the older end of the generation, grew up with AOL and other instant messaging platforms. As a result, they are more inclined towards writing as a preferred method of communication. This communication shift also likely relates to how Millennials perceive phone calls. They view phone calls as somewhat of an invasion. When you pick up the phone and call someone before texting or emailing first, it is viewed as a selfish act because you are prioritizing your needs over others.

Although some older generations are moving towards text over phone calls, this preference is still more prevalent amongst the young. For example, in the 24 hours before the survey, only 5  percent of baby boomers (age 55-64) had used Snapchat and only 1 percent reported that they would choose it over the phone or text app.

Esports Becoming As Popular As Sports

By | Acumen Insights

Viewing esports is becoming a popular replacement for viewing sports on television. Research by newzoo revealed that 76 percent of esports enthusiasts felt that esports viewing was taking away from hours they used to spend viewing sports.

This trend towards preference for esports is particularly prevalent for Millennials. Fifteen percent of all Millennials watched esports, more than any other age group. Viewing esports is definitely a more popular pastime among younger individuals, while viewing sports is more popular among older generations. For example, 56 percent of American football viewers are over the age of 35, whereas only 27 percent of esports viewers are over this age. When considering only Millennial males, 22 percent watch esports—still the highest amongst all other age groups.

Some overlap does exist between those who watch sports and those who watch esports. For instance, of the 80 million frequent basketball viewers, 9.6 million also enjoy esports. Of the 110 million frequent football viewers, 8.7 million are esports enthusiasts. And among the 43 million who are baseball viewers, 6.6 million are fans of esports. Of all the sports, there is the least amount of overlap for ice hockey—only 3.5 million individuals are fans of both the sport and esports.

Millennials Less Likely to Read Fake News Stories

By | Acumen Insights

There has been a lot of talk about Facebook’s spread of fake and hyperpartisan news, yet Facebook claims that only 1 percent of their content is fake news. To gain insight into this claim, Jumpshot conducted a study that analyzed the unique visitors of 20 known fake and hyperpartisan news sites, one known satire news site (The Onion), and three reputable sites (The New York Times, CNN and The Huffington Post).

The results revealed that Facebook referrals account for more traffic to fake news sites than reputable ones. Approximately 50 percent of total traffic to fake news sites was referred from Facebook. However, only 20 percent of total traffic to reputable news sites was referred from Facebook. The site with the highest portion of Facebook referrals was Occupy Democrats, a fake news site, which had 79 percent of its total traffic coming from Facebook. American News, another fake news site, followed with 78 percent. This differs from reputable sites that had significantly less traffic originating from Facebook. Only 29 percent of the Huffington Post’s traffic, 20 percent of the New York Times’ traffic, and 11 percent of CNN’s traffic came from Facebook.

Interesting demographic trends emerged. Individuals in the oldest age group, 65 and above, were the most likely to click on fake and hyperpartisan news. Millennials, in comparison to the rest of the population, were 16 percent less likely to click on this type of news.

Online Video Can Influence Your Audience

By | Acumen Insights

Consumers spend a lot of time watching video content online. Not only is online video content enjoyable entertainment, but it can also be influential. Research by Think with Google revealed various ways in which video can influence your audience. Mobile video can influence purchase intent. After watching branded content, approximately 40 percent of consumers visited the store or brand website. Further, 28 percent of consumers made a purchase online or in store.

YouTube content is particularly influential. Among Google Preferred campaigns measured, 75 percent lifted consideration, with an average lift of about 14 percent and 61 percent lifted favorability with average lift of 8 percent. Among TrueView campaigns measured, 78 percent resulted in an increase in offline sales, with 61 percent driving lift.

YouTube creators are also seen as influential. They are often more trusted than traditional celebrities, particularly among Millennials. Among YouTube subscribers, 6 in 10 Millennials watch new videos by their favorite creators within 24 hours. On average, over a year’s time, YouTube creators had 65 percent more watch time, 66 percent more likes, and 65 percent more subscribers than the year prior. YouTube celebrities can also influence subscribers’ purchasing decisions. For example, 6 in 10 would follow the advice of a favorite creator over a favorite TV/movie personality on what to buy.

Mobile App Use on the Rise Across All Generations

By | Acumen Insights

A comScore survey of adults (18+) revealed that over the past three years, digital media time has grown by 53 percent. This increase can be attributed to the popularity of mobile apps, and to a lesser extent, mobile web. Mobile apps, by themselves, have accounted for approximately 80 percent of the growth in digital media engagement.  Apps are now becoming the primary vehicle by which people access the internet. In fact, apps account for nearly half of all digital media time and 3 out of every 4 minutes on mobile technology. Time spent on mobile apps continue to outnumber time spent on mobile web by a 7:1 margin.

All generations of the population are using smartphone apps more than in the previous year. However, the amount of usage declines with age, with Millennials spending the most amount of time on the smartphone apps. However, interestingly, individuals aged 55-64 had the greatest year-over-year increase with a growth of 37 percent.

In contrast, tablet usage has decreased across all age groups. The largest decrease (35 percent) was among 35-44 year-olds. The youngest and oldest segments of the population are the most engaged tablet users. Younger users (18-24 year olds) are more likely to use tablet apps for games, entertainment, and school activities. Older users (55-64 year olds), on the other hand, are more likely to use tablets for news and reading.

Over Half of Millennials Do DIY Crafts

By | Acumen Insights

The popularity of online arts and crafts communities is inspiring Americans to share and sell their own creations, especially among Millennials. Research from Mintel shows 45 percent of older Millennials (age 30 to 39) sold an art/craft project they made through an online shop in the past year, compared to 18 percent of consumers overall. In addition to sharing and selling arts and crafts online, nearly three in five (55 percent) older Millennials use online videos to learn an art/craft skill or technique compared to one third (33 percent) of Americans overall. Two in five (39 percent) Americans use YouTube, while one third browse Pinterest (33 percent) or conduct online searches (31 percent) for crafting inspiration. While 41 percent of consumers make gifts by hand for someone else, rising to 58 percent of older Millennials, only three in 10 (27 percent) Americans consider themselves DIY-ers.

With three in five (58 percent) consumers participating in a craft activity in the past year, there is a large audience of crafters in the US. The most popular crafting activities among Americans are photo crafts (18 percent) and cake/dessert decorating (18 percent). Arts and crafts are especially popular among parents, with 76 percent crafting an item in the past year. Further, two thirds (67 percent) of parents make art/craft projects with their kids, and three in 10 parents select cake/dessert decorating (29 percent) as their activity of choice.

Snail Mail Is Coming Back For Younger Generations

By | Acumen Insights

Often overshadowed by the preceding generation, the iGeneration is finally coming into their own, edging in on Millennials’ turf as a key consumer demographic with their own unique set of characteristics. Among them is a love of direct mail as research from Mintel reveals that 83 percent of younger iGeneration (age nine to 17) “love getting stuff in the mail.” Living up to their reputation of being extremely tech savvy and constantly connected, 68 percent of iGeneration, also referred to as Generation Z, post selfies online. What’s more, half (50 percent) of iGens have used only images/pictures to communicate, including three in five (60 percent) younger iGens who have used only emojis to communicate.

As technology continues to play a pivotal role in the lives of younger consumers, dependence on social media for communication is apparent: 52 percent of younger iGens have provided a peer their social media handle in lieu of a phone number. However, they take precautions when sharing information online, with 56 percent keeping their social media profiles private and one third (34 percent) posting on anonymous social media platforms. Being tech-obsessed, these consumers highly value personal connections. Three in four (73 percent) older iGens say that they need to spend time in-person to feel connected to others, while 58 percent of younger iGens need to talk face-to-face to feel connected. Additionally, the data shows younger iGens think highly of themselves but not necessarily their peers. Younger iGens associate positive characteristics such as “hard-working” (37 percent), “responsible” (54 percent) and “smart” (70 percent) with themselves, but associate less flattering characteristics such as “busy” (27 percent), “trendy” (38 percent), and “always on a cell phone” (52 percent) with their peers.

What Do Getting Older and Adulthood Really Have in Common?

By | Acumen Insights

While U.S. Millennials are optimistic about their future, a study from Mintel reveals 57 percent of Millennials are afraid of getting older. The passage of time is driving Millennials (age 22 to 39) – more so than older generations – to take proactive measures to delay the effects. Three in five are doing all that they can to fight the mental signs (62 percent) and physical signs (60 percent) of aging. In comparison, half of Generation X (age 40 to 51) does all it can to fight the mental (53 percent) and physical (49 percent) signs of aging. As Millennials look to maintain the care-free ways of their youth, half (51 percent) report that they have lived at home as an adult. In fact, Millennials, often called the “boomerang generation” because many moved back in with their parents after college, are the most likely generation to report having done so. In comparison, just one third (34 percent) of Generation X lived at home as an adult.

Perhaps keeping up with new trends keeps Millennials feeling young and relevant. Half of Millennials agree that they like to keep up with trends, whether those be trends in technology (53 percent) or popular movies/TV shows (50 percent), while two in five (38 percent) follow social media trends. The research indicates that millennial parents are the trendiest as 57 percent stay up to date with technology trends. Despite their draw to the latest and greatest, two thirds (67 percent) of Millennials admit they spend too much time “connected” to devices and accessing media. As prime media and marketing targets, the majority of Millennials agree that they see themselves in the people portrayed in advertisements (53 percent). However, Millennials think that the conversation about their generation is reaching a peak, with 53 percent sick of hearing about Millennials.

Real Men Clean

By | Acumen Insights

Cleaning is an undeniable constant in the lives of most Americans, an important and time-consuming task for all. Research from Mintel reveals that men may be doing a sizeable amount of cleaning, as those age 18 to 34 report spending just over six hours (364 minutes) on average personally cleaning their home in one week – much more than women in the same age group (4.8 hours or 287 minutes) and well above the overall consumer average of 4.6 hours (276 minutes). Nearly all (98 percent) respondents state that they have some level of responsibility for cleaning their homes, with three in five (61 percent) claiming to have sole responsibility. While cleaning is a universal chore for consumers of all types, moms, middle aged women and younger men appear to bear the grunt of the work: 79 percent of moms with kids under age 18 in the house, 71 percent of women age 35 to 54 and 68 percent of men age 18-34 take sole responsibility for housecleaning. While moms are typically the core audience for cleaning products, it’s clear that young men are a highly engaged and underserved audience. In addition to spending more time cleaning than virtually any other group, young men are also significantly more likely than the norm to have positive feelings about clean homes (94 percent men 18 to 34 versus 90 percent overall) and to find housekeeping enjoyable (70 percent men 18 to 34 versus 43 percent overall).

It’s clear that among those who clean, most aspire to have regularly tidy homes, with an overwhelming 90 percent agreeing that clean homes leave a positive impression, while more than four in five (86 percent) consumers overall agree that cleaning gives them a sense of accomplishment. In today’s fast-paced society, it’s no surprise that time pressure is a factor in cleaning: three in five consumers agree that they’d keep their homes cleaner if they had more time (60 percent), and that convenience is more important than perfection (58 percent). It is thus not surprising that a comparatively high 65 percent of Americans agree that they’d spend more for products that save time. Consumers seek products that are fast and easy to use, and while they agree that it is important to use environmentally-friendly cleaning products (66 percent), with three in 10 (30 percent) saying that they try to use reusable wipes/cloths, it is clear that disposable cleaning items like wipes and paper towels are here to stay.