the-technology-mindset-generations-y-z

The Technology Mindset of Generations Y & Z...and the Telco Purchase Influencer Dynamic

Table of Contents

01.

02.

03.

04.

05.

06.

07.

Technology: A Way of Life

Online Personas and How They Interact with Brands

Influence and Payment Dynamic with Telco Providers

So What?

What does this mean for brands?

About yconic

Survey Methodology

Technology: A Way of Life

01.

Computers, small and large screens, are fully integrated into daily activities.TV is owned and used by fewer.Devices Owned and Used Multiple Times a Day

Smartphone

TV

PersonalComputer

Home Phone

94%

94%68%

66%

33%5%

22%

93%

*Asked for ownership or regular use, e.g.

smartphone may not be owned but used regularly

Own/Use Regularly*

Use Multiple times a Day

Source: yconic Media & Tech Survey, September 2015

For Gen Y and Gen Z, technology is the facilitator for real life.


agree that “Technology brings me closer to people in real life.”

94%

59%

agree that “Technology makes my life easier.”

Online, Gen Y and Gen Z are who they say they are.


71% say the person they portray online is exactly the person they are in real life.

But it is not without worry or concern.Source: yconic Media & Tech

Survey, September 2015

are concerned about being judged by their online activities.

52%

Online Personas and How They Interact with Brands

02.

The social online activities that are ubiquitous are those for spectating and general participating.The Forrester’s Social Technographic Ladder traditionally identifies the online social behaviours of 18+ adults in the U.S. yconic used this tool as a guide to analyze behaviours of Canadians aged 15 to 34 years old.

Group & Defining Social Activities

Those that watch streamed content, read blogs, listen to podcasts, watch videos, read forums and/or reviews

Those that update status’ on social media, post updates, upload photos, maintain a profile, visit social media sites regularly

Spectators:

Joiners:

Monthly Behaviour15-34yrs

98%

93%


Forrester Research, Social Technographics Ladder, 2007

A smaller percentage of Generations Y and Z participate in more engaged behavioural activities.

Being a Critic or a Creator requires more energy, effort, and confidence than all other online activities, and as a result, is simply less common.

Group & Defining Social Activities

Those that write a review, comment on content, contribute to online forums or Wikis

Those that publish a blog, upload videos and/or music they have created themselves, write articles or stories and publish

Critics:

Creators:


41%

24%


Forrester Research, Social Technographics Ladder, 2007

CreatorsTotal Males Females

24%

41%

36%

93%

98%

25%

45%

29%

89%

99%

24%

39%

41%

95%

98%

Collectors

Critics

Joiners

Spectators

Publish a blog, upload videos and music you created, write articles/stories

Being a Critic tends to skew toward males, whereas collecting and participating in social media activities tends to skew female.

Use content aggregators, add tags to articles and photos

Write a review, comment on content, contribute to online forums or wikis

Update status and post updates on social media, upload photos, maintain and visit social media sites

Watch streamed content, read blogs, listen to podcasts, watch videos, read forums and reviews

Source: yconic Media & Tech Survey, September 2015 - Forrester Research, Social Technographics Ladder, 2007

How Gen Y and Gen Z Engage with Brands on Social Media


Brand Related Activities Conducted in Past Month

Entered a brand or organization’s contest or giveaway

Likely the Spectators or

Joiners

Likely the Critics or Creators

Clicked on a sale, discount or coupon being shared by a brand or organization

Visited a brand’s social media page

Used a hashtag related to a brand or organization

Interacted (read, shared, commented) with a post from a brand or organization

Uploaded a picture or video, and tagged a brand or organization

Tweeted directly to a brand or organization

Personally Beneficial

To Gain Information or Foster Interest

Directly Engage with Brands


60%

55%

54%

22%

36%

18%

12%

Influence and Payment Dynamic with Telco Providers

03.

Key Highlights of Influence and Purchase Dynamic:

Z

Y

Gen Z has the most influence when selecting wireless service, with parents paying the way.

Gen Z

Gen Y

Influence

Influence

Pay

Pay

Gen Y has greater decision making authority and payment responsibility.

Internet Low Parents

Internet Medium Themselves or Split

TV subscription Low Parents

TV subscription Less likely to have -

Wireless plan Low to Medium Parents

Wireless plan Medium to High Themselves

Home Phone Low Parents

Home Phone Less likely to have -


Gen Z: Home Services Governed by Parents

At least 6 out of 10 state LOW influence on:

With at least three quarters stating their parents pay for these services.

Home phone service

TV subscription

Internet service


Gen Z has more influence on their wireless service, with parents paying most often.

71%49% 23%of their parents pay for their wireless plan.

have medium to high influence on wireless service.

contribute or split the cost of the plan.


Gen Y: More Likely to Cut Cords

do not have home phone.

do not have a TV subscription.

53%

36%


Gen Y: Influence and Pay for the Internet

Over half have stake in the Internet bill…

19% pay for Internet themselves.31% split the cost with a roommate or their parents.

Whereas, 4 out of 10 have no stake in bill…41% stated their parents pay for the Internet.

influence their Internet service in some way, at medium to high levels.59%


Gen Y: Influence their wireless plan, and the majority pay for it themselves.

But still a quarter (26%) of Gen Y stated their parents pay for their wireless plan.

77% have medium to high influence on their Wireless plan.

With over half paying for it themselves. 55%


Telco Providers: What Drives Satisfaction among Generations Y and Z?

Gen Z wants functionality; Gen Y is driven by price.

Wireless Service

What drives satisfaction? Gen Z Gen Y

Network Quality & Speed

56 % are satisfied with their wireless service.

59%

50%

45%

48%

63%

51%

Price

Wireless Plans (variety, offers)


For both Generations Z and Y, variety of content drives satisfaction.

TV Subscription


TV Package (variety, offers) 64%

50%

42%

62%

39%

47%


Price

43 % are satisfied with their TV subscription.


For both Gen Z and Gen Y, satisfaction is knowing they can do what they want online.

Internet Service


Internet Service (quality, available usage) 73%

69%

42%

73%

64%

50%


Price

50 % are satisfied with their Internet service.


So What?04.

Key Learnings

Spectating and Participating

With technology fully integrated in the lives of Generations Z and Y, the social landscape exists online and transitions into real life. Majority of young adults are there to spectate, and participation, through posting, observing and consuming, is commonplace.

Social Media Brand Engagement

Engaging with brands on social media is provoked when it’s personally beneficial. Something can inform or incite new ideas, and for fewer, it is the place where one can interact or engage directly with a brand.

Undeniable Access

Despite influence or payment responsibilities, the satisfaction of Telco services are fundamentally driven by getting services that allow for uninterrupted access to the content and the people that matter most to them.

What does this mean for Brands.

Create a brand that brings people together, without judgment

Create a program that encourages socialization and enables young adults to participate with little effort.

Provide a Path to Participate

Ask yourself, ‘What’s the least amount of ask for the most amount of gain?’ for your brand. Remember that only 24% of Generations Y and Z are ‘Creators’. Give them a path to participate as people instead of asking them to carry creation. Also offer different levels of participation and offer significantly higher rewards for creation of any kind.

Driven by functionality that allows ease of access

Seamless access across devices, allowing for optimal connection to content and people, is the primary emotional driver of satisfaction. Ensure that your brand communicates not only the functionality, but most importantly how it is aligned with their life and facilitates their lifestyle.

About yconic

yconic is the leader in understanding and building meaningful relationships with students and young adults. Our social platform, yconic.com, makes life easier and less stressful for students pursuing higher education. It is the largest student help platform in Canada with over 825,000 active members, access to over $170 Million in financial opportunities to help fund their education, and peer-to-peer support.

yconic is also a thought leader on Gen Y, Z and student behaviour because of the key insights we are able to obtain through our platforms, including Canada’s largest youth-focused consumer insights panel, with over 550,000 young Canadians participating in online market research.

yconic partners with select brands, institutions, educators, and their agencies who share our values and want to better understand, hire, and authentically build loyalty with our youth and student audience. For more information, please visit corporate.yconic.com

If your organization values youth and wants to develop a long-term, meaningful relationship that will result in true ROI then we should chat.

Follow yconic on LinkedIn and Twitter for more youth insights.

https://corporate.yconic.com

mailto:[email protected]

https://www.linkedin.com/company/yconic-

https://twitter.com/be_yconic

Survey MethodologyThe survey was conducted online with 1,276 English-speaking Canadians aged 15 to 34 randomly selected from yconic’s proprietary online research panel. The survey was completed from September 11-22, 2015. Our credibility interval based on a non-probability sample is +/-2.7%, 19 times out of 20. Data was collected according to census data to ensure regional representation of Canadians. Totals may not add up to 100 due to rounding.

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