Introduction: MTV set out to understand the younger end of the Millennial demo, 13-17 year olds, who will soon move into the “sweet spot” of MTV’s core target demographic of 18-24 year olds. This is a landmark generational study that builds on MTV’s long legacy of deeply understanding our audience, as part of an effort to constantly reinvent ourselves and stay at the bleeding edge of youth culture.
Method:
Qualitative: in-home ethnographies/friendship groups (Nashville, Chicago, NY, NJ), online nationwide qualitative (Instagram journals, diaries, etc.), older sibling focus groups, expert interviews
Quantitative: 1,800 Young Millennials (14-17), 700 Older Millennials (18-25), 300 Gen Xers, 300 Boomers
SUMMARY
Millennials are one of the most analyzed, scrutinized, criticized and even glorified generations ever. But what much of Millennial research fails to recognize is that there are two distinct groups within the generation, as illustrated by MTV’s new study.
Within this massive generational cohort – the biggest generation in history – live two very different archetypes:
1. The magical wizard Harry Potter (the “older” end of the generation) These “first wave Millennials” (today’s 20-somethings) came of age in the economic boom of the 90s/early ’00s, a time infused with the spirit of “Yes We Can” and the belief that college, working hard and playing by the rules would guarantee future success. Raised by idealistic Boomer parents, they were told they were special and gifted, with a magic wand capable of changing the world. They were shaped by a context of seemingly limitless possibilities.
2. The Hunger Game’s trailblazing survivalist Katniss Everdeen (the younger end of the generation, peeking into Gen Z). This second wave of Millennials, today’s tweens & teens, have known a very different youth. They came of age in an economic downturn, seeing college grads struggling with huge student loan debt and living through a cascade of social media-amplified tragedies like Hurricane Sandy and Sandy Hook. For them, life has always been a 24/7 social media show.
It’s a challenging world to traverse, and like Katniss from the Hunger Games, they are navigating life by honing specialized, self-taught (often Internet-acquired) survival skills. They are also utilizing the advice of their pragmatic Gen X parents, who don’t say “the world is your oyster,” but rather “you have to create your own oyster.”
Additional stats:
Over three quarters of 14-17 year olds: “I worry about the negative impact that today’s economy will have on me or my future”
60% of 14-17 year old Millennials today say: “I believe that my generation will be worse off than my parents generation;” 60% also feel “very stressed about getting into a good high school or college”
In 2010, 71% of Millennials ages 14-17 agreed with the statement “If I want to do something, no one is going to stop me” versus only 51% in 2013
69% say “I put more pressure on myself than others put on me”
84% of 14-17 year olds say “I know why I shouldn’t do something, because my parents explain the consequences to me”
Younger Millennials’ “adaptive survival strategies” include:
Life-Prepping
These pragmatic youth are natural preppers in the face of an unpredictable world – whether planning for physically safety in light of violence or prepping for their futures in a more uncertain economic climate.
Accustomed to high school intruder drills, they are always in “exit strategy” mode, with over a third agreeing they “plot out escape plans when in public places, because of events like Sandy Hook.” Although half are scared of violence at school, they seem to have adopted a practical “Keep Calm and Carry On” mentality.
With Google at their fingertips, today’s teens are mapping out their lives as early as junior high – 84% agree “it’s really important to always be prepared and have a plan.” They’re researching college scholarships and specific careers that teens might never have heard of 10 years ago; one 17 year old wants to be a “USDA-entomologist who travels worldwide studying insects destroying the ecosystem.” There’s a trend in desiring practical careers: one 13 year old posted on a forum “What careers are good even with the economy down? I’m only in 7th grade but starting to think about it now.”
Specializing
Young Millennials are consummate brand managers, honing their unique personal brand to stand out and specialize in a world that’s increasingly competitive (whether that’s in terms of obtaining a following online or getting into college.)
We see young ukulele players, subway car enthusiasts, MAD magazine aficionados and even vampire stake makers, with 78% of them claiming someone they know would consider them an “expert” in at least one thing.
They are “DIY Learners” and leverage YouTube videos and niche online communities to delve into the intricacies of their passion. Many have established a unique voice in Tumblr or Instagram as the person who posts photos related to “all things neon” or “romantic Victorian” or “90’s grunge.”
Mono-tasking
YMs are consciously taking time to self-soothe (a classic coping mechanism from hyper-stimulation) disconnect, de-stress, de-stimulate and control inputs. They “mono-task” and focus on immersive hands-on activities like baking, sewing or crafting. They claim their dependence on social media is overrated: one girl says “My parents Facebook more than I do.”
8 in 10 young Millennials agree that “Sometimes I just need to unplug and enjoy the simple things”
82% agree “when I’m stressed or overwhelmed, I like to stop and just do one thing at a time”
57% like to take a break from technology to make things with their hands
54% of 14-17 year old girls say baking makes them feel less anxious
Hyper-Filtering
This is the first generation of “digital latchkey kids.” Though increasingly physically protected by parents, teens’ web behavior is not as closely monitored. But like the Gen X Latchkey Kids who created their own rules and regimes while parents worked, youth today are surprisingly filtering out what’s overwhelming to them online: avoiding certain Youtube videos or sites that they think are gross, inappropriate or disturbing.
They’re slimming down their social networks and finding niche/private places to share in a controlled environment, whether it’s Snapchat or a locked Instagram feed.
Unlike older Millennials who were pioneers in the “Wild West of social media,” today’s teens are “tech homesteaders” – they’re more savvy about how to use the internet, build “gated” groups, “hide in plain view”, curate and filter.
Contact
Mariana Agathoklis
mariana.agathoklis@mtvstaff.com
212.846.5755
Jason Rzepka
Jason.Rzepka@mtvstaff.com
212-846-3175