Questions With A 23-Year-Old: Bryan Spencer

Want to know what's on Millennials' minds? We chat with them in our frequent feature "Questions With a Millennial" to provide you with answers and insight. In today's edition, we spoke with Bryan Spencer, a 23-year-old currently living in China.

Questions With a MillennialWhat are 5 things you couldn't live without?
1. iPhone
2. Kindle Fire
3. Credit Card
4. Amazon.com
5. Running shoes (Asics)

How do you typically watch TV? On a set or streaming? Alone or with family or friends? 

I usually stream TV — generally alone, but if a show is popular (“Walking Dead,” “Homeland,” “Game of Thrones,” “Office” … I could go on for a while!) I will watch it with friends on a TV set.

What's your preferred social network and why?

I like Facebook because I can chat with my friends back home. I generally use “WeChat,” an iPhone app that connects to the Chinese social network QQ … it’s cheaper than texting and all my friends here in China use it

About how often do you check your cellphone?

It would probably be easier to say how often I’m not looking at it! I generally just check for messages/emails and don’t surf the Internet on it very often or play games.Bryan 

What's the last thing you watched on YouTube?

The Vice Presidential Debate

How do you typically consume news, if at all?

I consume news online unless I’m taking the train or flying, and in that case, I’ll grab a paper. In terms of websites, I read The Atlantic, Economist, WSJ, CNN, and BBC. I also like news aggregators such as Reddit, and of course I watch “The Daily Show.”

What brand do you think really understands your generation and why?

I may be cheating because this is such an easy answer, but...Apple. People pay a premium for the brand because of Apple’s marketing and influence.
 

 
 

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The Newsfeed

Quote of the Day: “When I go out, I just go where my friends are going.”
—Female, 22, DC

Influencer marketing is on track to grow next year, despite “significant questions about its effectiveness.” According to analysis by Chute, 66% of marketers surveyed have an influencer marketing strategy in place, but the majority aren’t calculating its success by direct sales. Over eight in ten say their top goal with influencers is to reach a new audience, and to measure effectiveness more than 70% look at engagement—either through likes or comments on Instagram, sceenshots on Snapchat, etc.—followed by reach or views, and then referral link click-throughs. (Digiday)

Higher education needs to prepare itself for a new target market. A steep drop in births during the Great Recession is expected to lead to a decrease in the number of U.S. high school graduates, especially among Caucasians: according to a Georgetown Center report, in 2030 white students will account for less than half of high school graduates. Growth within the Hispanic community can offset the decline, signifying that “schools will need to re-orient themselves toward a Hispanic, first-generation population to stay competitive.” (The Wall Street Journal

Health-conscious Millennials have some misconceptions when it comes to GMOs. New Pew Research shows that 21% of 18-29-year-olds believe genetically modified foods are “very likely” to lead to health issues, and 25% believe they create problems for the environment. But in actuality, scientific research says that GM foods are safe to eat, and as long as they’re developed properly “don’t pose any unique, undue threat to the environment.” The study also found that 12% follow vegetarian or vegan diets, which according to scientific research is a healthy habit to take on. (NYMAG

All tech toys are not created equal—according to the Institution for Engineering and Technology. Created with the “mission to encourage more girls to pursue careers in engineering, science and technology,” the Institution recently found that stem toys are three times more likely to target boys over girls, and nine out of ten “girls’ toys” are pink. The Institution reports the stereotypically gendered toys could actually deter young girls interested in engineering. (The Guardian)

Live video is increasingly becoming the space to watch for audience engagement. According to MarketsandMarkets, live video will be a $70 billion industry by 2021, and on Facebook, live content is generating 10x the amount of comments than typical videos. The holidays have proven to be an ideal opportunity for brands looking to dive in on the trend: Lowe’s Black Friday deals unveiling on Facebook Live reached an audience of 32,000 during broadcast, while Taco Bell’s livestream of their annual Friendsgiving dinner generated as many as 150,000 viewers. (Adweek)

Quote of the Day: “When I go out I look for pool tables…or something to do other than drink.”

—Female, 23, CA

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