millennial

Has Telly's Obituary Been Written Prematurely?

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The aul tellybox!

The much whispered words that television is dead has been bandied around for a while now. To assume that television is on its last legs, pottering slowly towards the mortuary is a common proclamation today. Streaming services like Netflix, Hulu and Amazon Prime have become very popular here in Ireland and further afield reinforcing assertions that television is no longer the powerful medium it once was.

Fake news was the hot topic of 2017 and I’m not a person that lets hearsay form my own opinions. So it was time to do a little research and see if the poor old television’s obituary has been written prematurely.

Television Performance 2017

You might not believe me when I say it but television had a strong performance in Ireland in 2017. The average viewer watched 3 hours and 13 minutes of television per day in 2017 in Ireland (Television Audience Measurement Ireland, 2018). That’s 5 minutes more per day than 10 years ago which is remarkable considering the increased options available to the public for the consumption of video content. Moreover, linear TV (live TV plus playback within a seven-day period) represented 79.9% of all video consumption by all adults in the Republic of Ireland in 2017 (Core Media, 2018). So on the back of this information it might be a bit premature to be mourning television as an entertainment medium of the past.

You might say fair enough, television is not dead yet...but with millennial's maturing it soon will be as their preferred means of consuming video is online and not in the front room in front of the fire with a mug of tea and a biscuit. The fact of the matter is that 55.5% of video consumption for millennial's (18 - 35 years old) remains on linear TV (Core Media, 2018). This represents a significant share of video consumption for the millennial demographic and reality/live TV is the key to maintaining this share and increasing it further. Why is reality and live TV so important? Because reality and live TV drive a huge amount of social media chatter. Shows like First Dates Ireland, Ireland’s Got Talent and the brilliant Tommy Tiernan Show always get conversations going and this is where the FOMO (Fear of Missing Out) effect takes hold of the millennial generation. The thought of not knowing what all the hullabaloo is about on social media is enough to cause a restless night in mild cases and represent the end of the world on the more extreme end of the spectrum!

All jokes aside, people and millennials in particular love to express opinion on social media and reality/live television is certainly one of the most popular online conversation starters in Ireland today. Reality and live television is immediate. The format means that story lines move quick and watching these shows as they happen is often the most convenient way of keeping up to date. Television will always be the pound for pound champion for these extremely popular programming formats.

Television is certainly not dead and its enduring success continues to surprise many outside of the industry. I for one am looking forward to putting the feet up with a big mug of tea with a few ginger nuts this evening  and seeing what’s on the tellybox tonight. Who knows, I might even tweet about it!

 

 

 

How to Capture the Millennial Consumer

By 2020, a new generation, Millennials, (generally considered to be anyone born between 1982 – 2004), will become the most prevalent generation in the workplace. It’s important as an organisation to understand that Millennials are not to be overlooked. They will soon be the generation with the most disposable income and, according to Bazaar, Millennials will have the most spending power of any generation. If your organisation is able to catch their attention and secure their donations while they are still relatively young, you have the potential to make lifelong consumers of them.

Millennials are often misunderstood as a generation that is self-centred and self-absorbed. But contrary to popular belief the millennials have proven to be quite the opposite. A staggering 84 percent gave to charity in 2014 according to research by the group Achieve. Millennials are also considered the most educated and culturally diverse group of all generations (Forbes).
There are a few things that stand out to Millennials when they consider buying a product or donating money. It’s important to ensure your organisation appeals to them through channels / modes of communication that suit their lifestyle. Here are a few specific triggers that grab millennials attention. 

 

Reviews!
•    Millennials rely heavily on reviews and they don’t care who the review comes from. If you are a charity, ensure that there are places where people can comment about the great work you do. This is likely to capture millennials’ attention.  

Technology
•    This is the first time in the world that a generation has grown up with modern technology. They are proficient and expect to use it in everything they do. It’s important to appeal to their proficiency. Make sure your website is user friendly; that it is easy to purchase your products, donate to your cause or get more information, etc. Being able to access information quickly and easily is important.
 

Listen
•    Millennials are accustomed to a world where, when they give their input, it’s taken into consideration. It is important to show your clients, especially millennials, that you hear what they are saying and are working towards a solution. They like to see change. Change is no longer taboo with them as it is in some other generations.
 

Inform
•    Being in the know is something this generation strives to do. By making your organisation as transparent as possible, you will be very appealing. Millennials like to know where their money is going and what it is being used for.

 

All in all, Millennials are the generation of the future. Luckily for us there are numerous studies done on the trends of this generation making their behaviour somewhat predictable. It is important as an organisation to do your own research on the topic, and include some market research to see how Millennials directly influence your business. At least now you have a good place to start.