Millennials And Car Culture: They Care About Driving, But Not About Driving New Cars
March 29th, 2012
Millennials bring unique attitudes and a different cultural mindset to vehicles than their older peers, but the fact is, they still drive even though they have to abandon text messaging and social media while they do so.
We’ve been seeing plenty of headlines this week about how Millennials don’t like cars and don’t want to drive. The auto industry is sweating because Millennials aren’t buying cars at the same rate that Boomers did in their youth, citing their preference for technology and the Internet over cars. The ultimate question is whether this shift is driven by a new mindset about driving (which will likely not change) or economic conditions (which will likely change). Of course, there’s a possibility that it’s both.
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"I play [games] constantly until 4 in the morning. When I’m not on my game I’m checking my phone. And the whole time I’m doing all of that my desktop is on the internet.”—Male, 22, OH
Twitch is airing every episode of Mister Rogers’ Neighborhood, in celebration of the late Fred Rogers’ 90th birthday and the show’s 50th anniversary. The esports streaming service is expanding to nostalgia entertainment (which young viewers can’t get enough of), but they have a unique twist. The show will be available for co-viewing, with popular Twitch streamers chiming in from time to time. (Mashable)
Over one-third of 18-34-year-olds have stopped using a brand after hearing negative news about them, more than any other generation. Among the brands that most consumers said they gave up on were Wells Fargo, Target, Papa John’s, and Uber. However, Critical Mix and kNOW also found that young consumers are more willing to forgive a brand for bad press: While only 30% of consumers overall would use a brand again after a scandal, 41% of 25-34-year-olds would. (MediaPost)
Alamo Drafthouse is bringing back VHS—offering free rentals for Millennials that wax nostalgic for analog products. Their first store, Video Vortex, is opening in North Carolina. Not only are they “fostering a movie-loving community” with the extensive gratis collection of 75,000 titles, but they’re making money off of the added “beer, food, and merchandise.” No VHS player? No problem. They’re renting those as well. (BoingBoing, EW)
Researchers were surprised to find Gen Z students were “relieved” to ditch their smartphones for a few weeks. Screen Education’s study of 62 12-16-year-olds found that 92% thought “it was beneficial” to disconnect from their smartphones while they were at camp. And even though 41% admitted they felt frustrated at times, 35% were able to cut down their use after camp and 17% convinced a friend to curb their time spent on smartphones, too. (PR Newswire)
Beauty brands love augmented reality, but an app can’t replace in-store experience. Not only did Ypulse found time and again that young consumers expect Experiencification and flock to marketing activations (like pop-ups), but brick-and-mortar locations build loyalty. People think they’re scamming Sephora when they re-do their makeup gratis, but that time-spent-in-store is really “turning the ‘scammers’ into buyers.” (Quartzy)
"I love my smart phone. It is just like my best friend [and] I just can't do without my smartphone...”—Male, 27, CA
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