Posted in Youth Culture Research on January 15th, 2009
Filed Under: Analysis, Demographics, Facebook, Gen Y, Generation Y, iStrategyLabs, Millenials, MySpace, social networkign, Youth Culture Research, Youth demographics, Youth Marketing, youth trends
As you’ve surely heard, social networking’s reigning goliath, Facebook, grew larger and more goliath-like in 2008. It officially surpassed Myspace as the world’s most popular social networking tool in April 2008. Interestingly, much of it’s virus-like growth has taken place abroad. According to Google, Facebook was the single most popular search term in Belgium, Canada, the United Kingdom, South Africa and Switzerland — and it was among the top ten most popular searches within every other country Google tracks. Which is, you know, basically the whole world.
As the number of active Facebook users quickly approaches the size of a country of its own, the blogosphere has been overflowing with good demographic data that might be of interest to you all. Our ever-sage friends at iStrategyLabs have an excellent summary here. Forrester Research’s Jeremiah Owyang has a wider social networking survey here. Carolyn Phillips at Millenial Marketing has an analysis worth reading as well.
The quick-and-dirty analysis is simple: Facebook is growing in every conceivable direction. At nearly 60 million active users world wide, we’re all running out of big-sounding adjectives to describe it. With that said, the most rapid expansion is taking place not among Millenials — who are by and large already there — but the parents of Millenials. As more than a few people have noted, Facebook is getting older and grayer by the day.
Although there is much hand-wringing across the blogosphere about the likely reaction from the audience we all watch so carefully — those somewhere along the high school and college continuum — we at YMC are unequivocally confident that, at least for the next few years, Facebook will remain a force in the youth marketing world. (For those who needed a reminder, Burger King reminded us of Facebook’s power just the other day.) For the near future, no doubt, Facebook will continue to be an important arrow in YMC’s quiver — and for all others interested in holistic youth marketing. Of course it’s just as important to remember, however, that social networking is just one of many tools. A good campaign is a holistic one — a campaign that touches young people across a number of platforms, creating true peer-driven brand experiences as it goes. It’s our good fortunes as marketers to live in a world where this can be accomplished in so many different ways.
Posted in Youth Culture Research on January 13th, 2009
Filed Under: American Enterprise Institute, Barking Robot, CSPAN, Derek Baird, Generation Y, Mark Bauerlein, Milenials, Millenials Rising: The Next Great Generation, Neil Howe, The Dumbest Generation, youth, Youth Culture Research, Youth Marketing
Back in 1921, two gray-haired astronomers in bespoke suits argued over the shape of the universe in what became known as “The Great Debate.” Eighty seven years later, two (also gray-haired) thinkers are disagreeing with enough fervor to warrant the title again. The Greater Debate, as I’m calling it, centers around one question: what of these so-called Millenials? Are they the worldly, hyper-informed, socially-gifted leader of men that some claim? Or are they, as one professor puts it, “The Dumbest Generation,” sure to hasten the sinking of the US’s already water-filled ship?
If you have an hour and a half to spend on the topic (and who doesn’t?), I highly recommend watching the CSPAN-sponsored debate held at the American Enterprise Institute between Mark Bauerlein and Neil Howe. Mark Bauerlein, a somewhat Grinch-like character, is a 49-year old professor of English at Emory University. His polemically titled book, The Dumbest Generation, posits that social networking, constant connectivity and low ambition are threatening to ruin an entire generation. Neil Howe, a youth consultant and speaker, sees things a different way. His book, Millennials Rising: The Next Great Generation, suggests that most signs are pointing up. This generation is set to be one of the healthiest, wealthiest, least violent and best educated in human history.
The debate is a great one. It’s overflowing with demographic data and (sometimes spurious-sounding) factoids that make it an hour and a half well spent. Since there’s not much you actually need to see, I recommend putting the streaming video on in the background while reading emails. (See, you too can be like the always multi-tasking Millenials!) Of course, I’ve written many times — as recently as yesterday — about my steadfast faith in this rising generation. Years and years in the trenches, getting to know Gen-Y-ers on their turf, has left me eager to see what this able, creative generation brings to the table. With that said, it’s a topic I can’t hear enough about — even if I know I’m not necessarily going to agree with the conclusion.
So, click your way to the archived video at CSPAN, and take part in The Greater Debate, 2009-style! (Thanks also to Derek Baird at Barking Robot, a blog we all read regularly here, for alerting us to the debate.)
Merry Tuesday,
The YM Team
Posted in Uncategorized on January 2nd, 2009
While we may have swept away the confetti, silenced our noisemakers, and removed our (very flattering) party hats, the YMC office is still bubbling over with that New Year’s Eve spirit. In part, this is because we’re fond of parties. We like them, plain and simple, and we’re always loath to see them go. Years of creating and producing customized spring break marketing experiences—everywhere from Acapulco, Mexico, to Panama City Beach, Florida—has instilled in us a deep, abiding affection for celebrations of all stripes.
But it’s also true that we’re still clinging to that one-of-a-kind New Year’s Eve enthusiasm because we’re having a little trouble letting go of 2008. After all, 2008 was full of exciting firsts for YMC. 2008 saw the launch of our website, the creation of this very blog, and a list of new clients that we’re genuinely honored to work with. So even though 2008 brought with it some serious financial hurdles for the market at large, we can’t help but be thankful for the year that saw YMC grow in important ways.
With all of that in mind, I thought we should throw ourselves a virtual New Year’s party and (belatedly) ring in 2009 right here at the YouthBuzz Blog. But instead of dropping a giant LED ball or wearing funny hats, I thought we could celebrate by reviewing the major happenings that made news in the youth marketing world in 2008. I’ve gathered together a list of links that explore the significant, strange and sublime trends that shaped 2008. So, grab a handful of confetti or some streamers, and take a look back at the year that was.
Once you’re feeling properly festive, navigate your way here and here to read an assessment of 2008 from our friends at YPulse. Next, click on over to Mobile Youth to check out their 7 Key Trends of 2008. Also be sure to read Trendwatching’s predictions for consumer behavior and marketing strategies for 2009.
Happy New Year! And here’s to a fantastic 2009!
The YM Team
