Table of contents:
- Paradox 1: I love you, I hate you
- Paradox 2: excessive shopping vs. Renunciation of possession
- Paradox 3: virtual vs real
- Paradox 4: Democratization vs. personalization
Video: This Is How Millennials Tick - Why Pokémon Go Became So Successful
Behavioral researchers, marketing experts or the public are always surprised by phenomena like Snapchat or Pokémon Go and are amazed to find explanations. The leading international brand consultancy Landor has dealt with this phenomenon and the millennials in an international study. The aim was to find out why digital natives are so difficult to understand and how megatrends like Pokémon Go can be explained. In this context, the study revealed four main paradoxes. The study examined an international online community of 142 millennials from different nations between the ages of 18 and 34. Interactions and surveys of the community took place every day for three weeks. The result: The world of millennials consists of a multitude of paradoxes.Pokémon Go correlates with the most important ones and is therefore a mega success.
Paradox 1: I love you, I hate you
Why millennials love apps despite the lack of data protection and data misuse.
Millennials are contradictory about things in general and products in particular. Although this generation is more loyal and more informed about the internet than other population groups, it feels a kind of "hate love" for many things. The study found that the 20 most popular brands and companies for millennials are also the least popular. These include Apple, Nike and Microsoft. For example, one of the participants in the study said about McDonalds that she found the fast food chain to be an evil for health. Still, she said she liked going to McDonalds because it was one of her favorite places. Paradox.
As a consequence, bad image or knowledge of negative product properties do not prevent use or popularity. “The attempt to deny negative qualities has a much more serious impact within this target group than the negative fact itself. This is why no digital native can be impressed by the fact that apps like Pokémon Go query personal data and pass it on to third parties, as the Stiftung Warentest recently made public. Millennials are aware of the data protection problem, but do not change their usage behavior,”explains Markus Blankenburg, Landor Hamburg. And further: “Older citizens often do not understand why young people handle their data so carelessly and believe that more information is needed here. That doesn't change anything.However, if a company truthfully denied the lax handling of data protection, it would certainly affect usage behavior and use. We therefore recommend companies to deal with errors etc. openly and transparently and not to try to cover them up at all. From the millennial perspective, companies like VW that deny scandals are unacceptable. But not the scandal itself."
Paradox 2: excessive shopping vs. Renunciation of possession
Why millennials give up ownership and are addicted to shopping at the same time
Millennials have popularized the sharing economy. According to the study, they love business models like Airbnb or Uber. Your own car or your own four walls - what for? Digital natives are not defined by property, but more by access to things. You want to be mobile and have accommodation, but are willing to share your car and apartment to save money. So they are economical with their economic resources. And yet the study shows that the vast majority of respondents spend a lot of money shopping. The market research Nielsen also confirms this: Although millennials have less money available, they shop as often as baby boomers and spend relatively more money. "Applied to consumer behavior, this means that this target group appreciatesif she can save money. On the other hand, there is an enormous willingness to spend on everything that is fun. Millennials don't buy a car, but they spend a lot of money on virtual coins, balls or potions to catch monsters like Pokémons,”explains Blankenburg.
Paradox 3: virtual vs real
Why millennials live in the virtual world, but are looking for real experiences
17- to 25-year-olds check their mobile phones more than 123 times a day. They live their lives online and buy, learn or communicate in the virtual world. At the same time, the real world is making a comeback. The search query "in my area" has doubled last year according to Google. Another indication of this comeback: Former purely online players such as Amazon are opening brick-and-mortar stores and expanding into the offline world. The unprecedented hype surrounding Pokémon Go is evidence of this trend. “Pokémon Go is so popular because the game is virtual, but at the same time it has a connection to the real world. A purely virtual game could not currently trigger such hype. The app's recipe for success is the seamless connection of the virtual and real world. A mega trend within this target group,because she is at home and grew up in both worlds. Companies that want to operate successfully in the future must therefore also serve both worlds,”explains the Landor expert.
Paradox 4: Democratization vs. personalization
Everyone should be able to have everything and yet be unique
Millennials want products, services or knowledge to be accessible to everyone globally and thus be virtually democratized. In this context, the internet has done a lot and is valued accordingly by millennials. Nevertheless, this target group prefers personalized products. So "customization" in the sense of individually tailored products and services. Successful companies such as Coca-Cola, evian, Ikea and Burberry have implemented what appears paradoxical at first glance. They offer individual mass products. Burberry customers can have their initials sewn in ponchos, which are available almost everywhere in the world thanks to e-commerce, and thus individualize the product.
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