Redefining “Social” As Millennials Switch Mediums 27 Times An Hour

Today’s post comes to us from Matt, a Youth Advisory Board member who, like many Millennials, notices how often his generation switches from one medium to another in search of new entertainment and information. This frequent shift of attention among technologies — which occurs 27 times an hour! — has inevitably impacted social situations and how Gen Yers interact with each other. Yet, it's also created a new definition of "social" as Matt explains weighing in on the pros and cons of having tons of technology at our fingertips. This desire to multitask and move between mediums creates a challenge for marketers as they have to work harder to capture Millennials' attention, but they can do so by providing ads that are entertaining and worthwhile for the consumer...

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Redefining "Social" As Millennials Switch Mediums 27 Times An Hour

Switching Devices FrequentlyThere were many lazy afternoons this past semester when I would be sitting in my living room with a couple of friends. The sun was pouring through our sliding glass door, the television was on, and music was blaring from my roommates’ bedroom. Meanwhile, each person was glued to their smartphone playing Words With Friends or another interactive game with someone who wasn’t even in the room.

I remember looking around the room and thinking that this completely sums up how technology has changed how Millennials interact. We have so many choices to be entertained and informed that it’s so easy to neglect what’s right in front of us, often the people we’re with.

But that’s not to say that technology has made us less social. It may, in fact, be the opposite; we can stay connected to more people than ever through…


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Millennial News Feed

Quote of the Day: “For me being an adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

Gilmore Girls Snapchat filter unlocked big numbers for Netflix. When they took over 200 local cafés to recreate the show’s Luke’s diner and promote the upcoming reboot, Netflix also added Snapcodes to 10,000 coffee cups that gave customers access to a sponsored filter for up to an hour. The filter, which featured a sign from Luke’s and the image of toaster with the show’s premiere date, was viewed 880,000 times and reached more than 500,000 people in one day. Snap to Unlock is a fairly new ad offering from Snapchat that has already been used by Sprite, Burberry, and Cinnabon. (Adweek

REI has tapped into Facebook 360 videos to reach multicultural Millennials. As part of their “Access Outdoors” campaign, the outdoor gear retailer released three two-minute long Facebook 360-degree videos featuring artists in Austin, Chicago and Los Angeles working on art installations. Vix, a publisher whose audience is 65% Hispanic and 12% African-American, was used to share the videos, with the goal that the young residents from the three major cities would see “the outdoors [as] more accessible.” The effort reportedly generated more than 822,000 views on Facebook. (Digiday)

Millennial women have almost closed the alcohol consumption gender gap. According to new analysis: “Men born between 1891 and 1910 were 2.2 times as likely as women to drink alcohol; among people born between 1991 and 2000, that ratio fell to 1.1.” The likeliness of alcohol abuse in young women has also increased from a century ago, and is currently nearly equal to young men. Analysts say the closing of other gender gaps, like education, employment, and status, has given women more opportunities to drink. (The Atlantic

Netflix and Hulu may have some major competition coming their way. LeEco, the "Netflix of China," will launch LeEco Live in America early next year, and will include shows and movies from partners like Showtime and Lionsgate. The brand, which been ‘dominating’ the Chinese market, started as a streaming video service but has grown to also develop tech like TVs, VR headsets, and smartphones. Their new service will be programmed to work seamlessly across these devices, providing a “consistent experience.” (Business Insider

Children’s curiosity is fueling the popularity of nonfiction digital content. Research from Insight Kids’ has revealed that 92% of kids like watching nonfiction entertainment, which can include “tutorials, reality programs, ads/trailers, behind-the-scenes footage, music videos, ‘making of’ content and cast interviews.” Being in control of what they learn is driving their interest, with 62% saying non-fiction content inspire them with ideas on what to learn or do. (Kidscreen)  

Quote of the Day: "I do not want any of the candidates currently in the running to win the election.”—Male, 22, FL

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