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Introducing gen-c-the-youtube-generation research-studies

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J辿r辿my Jeremy

This document introduces "Gen C", which refers to the YouTube generation characterized by their passion for creation, curation, connection, and community rather than age. It outlines 8 defining characteristics of Gen C: they strive for self-expression, are trendsetters, define their identity through social networks, see YouTube as their main source of entertainment, are constantly connected through devices, connect to YouTube on all screens, and value relevance and original content over traditional advertising. Gen C, comprised mainly of millennials, is an influential consumer group that brands must understand to effectively engage online.

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Introducing Gen C The YouTube Generation
Gen C is a powerful new force in consumer culture. Its a term we use to describe people who care deeply about creation, curation, connection and community. Its not an age group; its an attitude and mindset and here are 8 of its de鍖ning characteristics
≒ Gen C is a state of mind ≒ Gen C strives for expression ≒ Gen C is a taste-maker ≒ Gen C de鍖nes the social network ≒ YouTube is Gen Cs habitat for entertainment ≒ Gen C is constantly connected ≒ Gen C connects on YouTube on all screens ≒ Gen C values relevance and originality
Gen C is a state of mind 80% of Gen C is made up of millennials1 YouTubes core (though by no means only) audience2. But Gen C is more than an age-group; its a mindset de鍖ned by creation, curation, connection and community. 1 Forrester Technographics Q2 2012 2 YouTube, ComScore Metric Jan 2013, Nielsen Netview Dec 12
Gen C strives for expression Fueling culture with photos, videos, memes, mash-ups 67% of Gen C uploads their own photos to social networks3 3 Engaging Generation C, November 2012
Gen C is a taste-maker Gen C sets the trends and determines whats going to be popular next, with an in鍖uence that accounts for $500bn of spending a year in the US alone4 For Gen C, decision-making is a team sport 85% of Gen C relies on peer approvals for buying decisions5 4 US Chamber of Commerce 5 Engaging Generation C, November 2012
Gen C de鍖nes the social network Social interactions give Gen C its sense of self. They are what they share, like, +1, comment on and retweet 88% of Gen C has a social pro鍖le, with 65% updating it daily6 6 Forrester Technographics Q2 2012
YouTube is Gen Cs habitat for entertainment Gen C is twice as likely to be a YouTube viewer than the general population7 and 40% more likely to be only a light TV viewer8 7 GfK- MRI, Spring 2012 8 GfK- MRI, Spring 2012
Gen C is constantly connected Gen C eats, sleeps and breathes the internet across devices. Literally... 91% of Gen C sleeps next to a smartphone9 9 Engaging Generation C, November 2012
Gen C connects on YouTube on all screens With falling data costs and rising network speeds, mobile video is set to explode. YouTube has the same reach with Gen C on smartphones as it does on desktop in fact 80% of Gen C with a smartphone watch YouTube. Year-on-year, the amount of time Gen Cs spend watching YouTube on smartphones has increased by 74%10 10 YouTube-Nielsen Multiscreen Audience Study November-December 2012
Gen C values relevance and originality Gen C values great conversations that are aligned with its own interests 39% arent opposed to ads when they are relevant10 10 YouTube-Nielsen Multiscreen Audience Study November-December 2012

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Introducing gen-c-the-youtube-generation research-studies

  • 1. Introducing Gen C The YouTube Generation
  • 2. Gen C is a powerful new force in consumer culture. Its a term we use to describe people who care deeply about creation, curation, connection and community. Its not an age group; its an attitude and mindset and here are 8 of its de鍖ning characteristics
  • 3. ≒ Gen C is a state of mind ≒ Gen C strives for expression ≒ Gen C is a taste-maker ≒ Gen C de鍖nes the social network ≒ YouTube is Gen Cs habitat for entertainment ≒ Gen C is constantly connected ≒ Gen C connects on YouTube on all screens ≒ Gen C values relevance and originality
  • 4. Gen C is a state of mind 80% of Gen C is made up of millennials1 YouTubes core (though by no means only) audience2. But Gen C is more than an age-group; its a mindset de鍖ned by creation, curation, connection and community. 1 Forrester Technographics Q2 2012 2 YouTube, ComScore Metric Jan 2013, Nielsen Netview Dec 12
  • 5. Gen C strives for expression Fueling culture with photos, videos, memes, mash-ups 67% of Gen C uploads their own photos to social networks3 3 Engaging Generation C, November 2012
  • 6. Gen C is a taste-maker Gen C sets the trends and determines whats going to be popular next, with an in鍖uence that accounts for $500bn of spending a year in the US alone4 For Gen C, decision-making is a team sport 85% of Gen C relies on peer approvals for buying decisions5 4 US Chamber of Commerce 5 Engaging Generation C, November 2012
  • 7. Gen C de鍖nes the social network Social interactions give Gen C its sense of self. They are what they share, like, +1, comment on and retweet 88% of Gen C has a social pro鍖le, with 65% updating it daily6 6 Forrester Technographics Q2 2012
  • 8. YouTube is Gen Cs habitat for entertainment Gen C is twice as likely to be a YouTube viewer than the general population7 and 40% more likely to be only a light TV viewer8 7 GfK- MRI, Spring 2012 8 GfK- MRI, Spring 2012
  • 9. Gen C is constantly connected Gen C eats, sleeps and breathes the internet across devices. Literally... 91% of Gen C sleeps next to a smartphone9 9 Engaging Generation C, November 2012
  • 10. Gen C connects on YouTube on all screens With falling data costs and rising network speeds, mobile video is set to explode. YouTube has the same reach with Gen C on smartphones as it does on desktop in fact 80% of Gen C with a smartphone watch YouTube. Year-on-year, the amount of time Gen Cs spend watching YouTube on smartphones has increased by 74%10 10 YouTube-Nielsen Multiscreen Audience Study November-December 2012
  • 11. Gen C values relevance and originality Gen C values great conversations that are aligned with its own interests 39% arent opposed to ads when they are relevant10 10 YouTube-Nielsen Multiscreen Audience Study November-December 2012