Lab 1 – Media
For our first meeting with the Millennial Panel, the theme was media consumption and habits. From here, it became clear: They simply have a different media consumption than the rest of us. They are super-critical and do not just put their trust in brands.
Lack of credibility
Many of the participants described Facebook as a filter and factless media, and the debates taking place there are not once they want to participate in for the same reason. Facebook is reserved for private communication. Facebook is for the “soft value” communication, the place for private messages and updates. But even though everyone in the group uses Facebook, only half of them have posted updates within the last three month period. Millennials would like to be heard and would like to be informed, but Facebook has become too noisy and too commercial. Therefore, the young people are looking for other platforms, other social and more advertising-free channels. Editorial news media are considered to be significantly more credible than information from public authorities, friends and family – and especially social media rank very low. However, the editorial media is read online, and are often more difficult to access due to, for example, payment walls.
“News for me is something I find while I’m on my way to something”
Are Millennials trying to avoid advertising?
Both yes and no. The majority of advertisements, and if we are to tighten the interpretation to the old-fashioned product praise, they clearly say no. When only half watch flow TV, they miss a lot of advertisements, and when the majority additionally use adblockers, the traditional call-to-action advertising communication clearly belongs to the past. But they do want to follow brands, and they do it primarily through the brand’s Instagram posts.
A fun fact, the group broadly considers that when brands choose to use advertisements in the cinema, it is perceived as quality advertising because the context is a lot different from flow television, where advertising is a direct annoyance element. In addition, the boundaries between advertising and sponsored content are more difficult to distinguish, and many resources have been used to create content in the form of video content that both entertains and sells the message to the right audience. If we go deeper, the group says that, for example, they can be captured by pre-rolls on YouTube if they manage to frame the message in the first few seconds. These are just some of the fragments that together draw the image of a generation that is crucial for businesses to get a hold on.
“I do not actually have a television that works”
The media consumption of the future is uncertain
We are in a period when it’s incredibly difficult to predict what forms media consumption in just 5 years. It is exciting to keep up with the newspapers’ struggle to maintain paying customers especially as editorial media has the Millennials’ trust. However, they have been use to media consumption that does not match their own principles. At the same time, it is hard to imagine that social media will open up a differentiated interface that fits better with the individual’s media consumption.