Monthly Archives

February 2018

Younger Adults More Likely to Share Streaming Accounts

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Morning Consult conducted a survey of 2,200 adults on subscriptions and streaming services like Netflix and Hulu. The results revealed that contrary to popular belief, most people (63 percent) do not share their streaming accounts. However, people that do are most likely to be young. Over half (56 percent) of 18- to 29-year-olds said they share their passwords.

Netflix was the most popular streaming service. Of the 37 percent of adults that said they share at least one account, the vast majority (85 percent) said they shared their Netflix password. The second most popular account in terms of sharing was Amazon Prime video; 40 percent of respondents said they shared this account. YouTube TV was the third most popular account to share; 21 percent said they shared the login credentials to this account.

Respondents were asked if they would pay to stream if sharing was off the table. Fifty-eight percent of people who said they share an account said they would subscribe to the service on their own if they were unable to access it through sharing. There was variation by age group. Individuals ages 30-44 were more likely to say they would pay (67 percent). Individuals aged 55-64 were the second most likely to say they would pay (59 percent). In addition, 54 percent of individuals 18-29, 52 percent of individuals 45-54, and 50 percent of individuals 65+ said they would pay.

Respondents were also asked about piracy. The results revealed that 89 percent of those surveyed said that they do not pirate movies, TV shows, or music. Forty-six percent said they considered it to be theft, whereas 35 percent did not. Younger individuals were less likely to view piracy as theft. Of individuals 19-29, 34 percent said they did see pirating media content as left, while 44 percent said they do not consider it to be theft.

Finally, respondents were asked about watching pirated content. Forty-three percent of all respondents said they would be uncomfortable watching pirated content. A quarter (25 percent) said they would be comfortable. Just over half (52 percent) of respondents said even if they had access to a leaked show or movie, they would wait until it was released to see it.

Understanding Teen Smartphone Habits

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Various surveys, as reported in eMarketer, have examined the use of smartphones by teen internet users. Research by eMarketer found that 79 percent of 12- to 17-year-olds used smartphones.  This is close to the adult population of 77 percent of smartphone users. If not considering 12-year-olds, the number increases. Research by NORC Center of Public Affairs Research found that 89 percent of 13- to 17-year-olds reported being smartphone users.

A survey by YouGov asked teens about the length of time they could go without their smartphones. Thirty-eight percent of all respondents said they could not go without their smartphones for less than a day. Fifteen percent said they could go a day without. Eleven percent said they could go one to three days. Seven percent of the teens said they could go three to seven days.

The results do seem to vary by gender. When looking only at females, 43 percent said they could go less than a day without their smartphone. Fifteen percent said they could go a day. Eight percent said they could go one to three days. And finally, four percent of teen girls said they could go three to seven days without their smartphones.

A different pattern arises from males. A little over a third (33 percent) said they could go without their smartphones for less than a day. Fourteen percent said they could go a day without. Eleven percent said one to three days. And finally, 9 percent of male teens said they could go three to seven days without their smartphones.

Teens on YouTube Complain About Too Many Ads

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A survey by Forrester Research, as reported by eMarketer, examined teen social media use and perceptions of ads.  Teens ages 12 to 17 were asked which social media platform they felt had too many ads. Approximately 39 percent of respondents said YouTube. Twenty-six percent said Facebook. And 11 percent of respondents said that Instagram and Snapchat complained about excessive ads.

However, interesting, these teens were not deterred from using the platform. When asked about their social media platform use, 77 percent of teens reported using YouTube daily. The second most popular social media platform used was Facebook; 55 percent of respondents reported using it daily. Just over half of the teens surveyed reported using Instagram (52 percent) and Snapchat (51 percent). Twitter and Pinterest were the least popular platforms. A little over a third (34 percent) reported using Twitter daily. Only 19 percent of teens reported using Pinterest daily.

The type of ad being presented may impact perceptions of how plentiful those ads might be. Previous research has found that pre-roll ads, the most common type of ad on YouTube—were the least interruptive for Internet users of all ages. This study found support for this. The teens were asked to watch 15-second ads on their smartphones and desktop/laptop computers. Only 17 percent thought these ads were interruptive.

Millennial Spending Habits

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Bank of America conducted a survey of 1,500 respondents ages 18-71. The researchers were particularly interested in the financial habits of Millennials (ages 23-37). The researchers found that despite the stereotypes, Millennials have money habits that are just as good or better than older generations. Sixty-three percent of Millennials reported saving—roughly the same amount as Gen X (64 percent). An equal number of Millennials and Gen X’ers reported budgeting (54 percent) and having a savings goal (42 percent). Surprisingly, more Millennials (59 percent) reported feeling financially secure than Gen X’ers (54 percent).

Millennials are saving large amounts of money and are sticking to their goals. Forty-seven percent of Millennials said they have $15,000 or more in savings. Sixteen percent of Millennials reported having $100,000 or more in savings. In addition, 67 percent of Millennials who have a savings goals reported sticking to it every month or most months. Further, 73 percent of Millennials who have a budget, reported sticking to it every month or most months. The top priorities for Millennials when it comes to saving include: emergency fund (64 percent), retirement (49 percent), and funds to purchase a house (33 percent).

Although Millennials are doing as financially well as other generations, like Gen X, they believe the negative stereotypes and do not give themselves enough credit. Seventy-three percent of Millennials said their generation overspends on unnecessary indulgences. Sixty-four percent said their generation is not good at managing money. Further, 75 percent said their generation overspends compared to other generations.

Gen Z and Millennials in the Workplace

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Adecco conducted a survey of 1,001 U.S. students that are currently in college or recently graduated and within the ages of 18-24. The students were asked about their concerns for the future. The biggest concern for respondents was the ability to find a job, reported by over a third of respondents (32 percent). The second largest concern was the cost of education such as tuition, student loans, etc. (16 percent). Thirteen percent of respondents said that personal and financial health (credit cards, living expenses, etc.) and affording their own place to live after graduation were concerns. Other key concerns of the respondents included: applying to graduate school (8 percent), graduating college (7 percent), the economy (6 percent) and having to move back in with my parents after graduation (3 percent). Interestingly, Gen Z respondents (21 percent) reported being more concerned about the cost of education than Millennials (13 percent).

The respondents were also asked about their aspirations after college. Overall, most students reported that their greatest aspiration is to be financially stable (31 percent) followed by being in their dream job (28 percent). Ten percent of respondents said their aspirations after college were additional education such as graduate school and getting married. Other aspirations mentioned include: paying off student loans (8 percent), traveling (6 percent), starting a family (4 percent), making a sizable investment or purchase such as a home (2 percent), and becoming a business owner (2 percent). For Gen Z (32 percent), wanting to find their dream job was their most important aspiration, whereas for Millennials (34 percent), it was financial stability.

Respondents were further asked about what they want from their first job. The most common want was opportunity growth, reported by 36 percent of respondents, followed by fulfilling work (19 percent) and stability (19 percent). Ten percent reported wanting a friendly work environment while 7 percent reported wanting a flexible work schedule. Only 6 percent said they wanted the highest salary. Although opportunity for growth was the number one want for both generations, it was more important for Millennials (41 percent) than Gen Z (30 percent).

Consumer Hyper-Relevance and Trust

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Research from Accenture Strategy as reported in AdWeek surveyed 24,877 people across 33 countries to determine how much personal information they would provide to companies to deliver a personalized brand experience. Differences between global consumers and U.S. consumers were examined.

The research revealed that both global consumers and U.S. consumers desire hyper-relevance, with global consumers valuing it slightly more. Approximately 48 percent of global consumers said they are frustrated when companies fail to deliver relevant, personalized experiences. Forty-four percent of U.S. consumers reported the same. In addition, 43 percent of U.S. consumers and 44 percent of global consumers said they were more likely to buy from companies that personalize experiences. Further, 31 percent of U.S. consumers and 34 percent of global consumers said they find value in services that learn their needs for personalization.

In terms of devices that offer personalization, global consumers appear more open to using them than U.S. consumers. Sixty-five percent of global consumers said they would use smart reordering services via in-home sensors, whereas 48 percent of U.S. consumers said the same. Forty-three percent of global consumers reported using digital assistants; 36 percent of U.S. consumers reported using such devices.

In terms of privacy and security, U.S. consumers are generally more concerned than global ones. Seventy-nine percent of U.S. consumers reported being frustrated that some companies cannot be trusted; seventy-three percent of global consumers reported feeling this way. More U.S. consumers said they believe it is extremely important for companies to safeguard their information, 92 percent versus 87 percent of global consumers. In addition, U.S. consumers (66 percent) were more likely than global consumers (58 percent) to report wanting companies to earn their trust by being more transparent about how their information is used. Both types of consumers (43 percent of each) said they fear intelligent services will learn too much about them and their family.