Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
1
973-596-3208
ellucian.TM CIO Conference June 20, 2012, Orlando, Florida
Bridging the Generation Gap:
A Live Focus Group
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Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
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Bridging the Generation Gap: A Millennial Focus Group
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Richard Sweeney
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Today’s Agenda
1. 40 minutes - What does the research say
about the Millennials? The Millennial
panelists will not be present.
2. 50 minutes- I will conduct a live Millennial
focus group of local students. Audience
will be able to ask questions during the last
15 minutes.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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“They’re variously called the Internet Generation,
Echo Boomers, the Boomlet, Nexters, Generation
Y, the Nintendo Generation, the Digital Generation,
and, in Canada, the Sunshine Generation. But
several thousand of them sent suggestions about
what they want to be called to Peter Jennings at
abcnews.com, and “Millennials” was the clear
winner.”
http://www.generationsatwork.com/articles/millenials.htm Claire
Raines Associates Managing Millennials 2002
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
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Richard Sweeney
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New names for the generation under 12?
iGen?
Gen Z?
Gen Wii?
Horovitz, Bruce. “Generation Whatchamacallit; The naming game
about tomorrow's youth.” USA Today May 7, 2012.
http://www.lexisnexis.com.libdb.njit.edu:8888/hottopics/lnacademic/?
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Generations
Birth Years
Ages in 2012
GI Generation
1901 - 1924
88 - 101
Silent Generation
1925 – 1945
67 – 87
Baby Boomers
1946 – 1964
48 – 66
Generation X
1965 – 1979
33 – 47
Millennials
1980*- 2000*
12 - 32
iGen? Gen Z?
Gen Wii?
*2001 – Present
0 – 11
*Experts differ on start & end date of Millennial generation
Copyright 2012 Richard Sweeney
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Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
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“The manic commercialization of Internet content
arguably began with the initial public offering of
Netscape in August 1995.” p. 1379
Today’s typical college freshman was
only 1 year old in 1995 when the Internet began.
Mowery, David C. and Timothy Simcoe. “Is the Internet a US invention?—
an economic and technological history of computer networking?”.
Research Policy. 31:8-9 (2002) p1369-1387.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
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MILLENNIAL PANELS
 over 60 Millennial panels
 8 to 14 Millennials each
 Canada, Egypt, Guatemala
 Over 24 US States: Arizona, California, Colorado,
Connecticut, Florida, Georgia, Kansas, Louisiana,
Massachusetts, Michigan, Minnesota, Missouri, Nebraska,
Nevada, New Jersey, New Mexico, New York, Ohio,
Pennsylvania, Rhode Island, Tennessee, Texas, Washington
D.C, and Wisconsin.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Are Millennials different from prior
generations at the same age?
Copyright 2012 Richard Sweeney
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Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
GI Gen
Richard Sweeney
Silent
Boomers
973-596-3208
Gen X
Copyright 2012 Richard Sweeney
Millennials Gen Z?
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
GI Gen
Richard Sweeney
Silent
Boomers
973-596-3208
Gen X
Millennials Gen Z?
The number of Americans turning 18 years old peaked
in 2008 and will remain below that level for another
Copyright 2012 Richard Sweeney
decade.
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Workforce 2012
1945
1989
GI Gen
Silent
Assumption:
Boomers
entry age: 23
Gen X
Millennials Gen Z?
retirement age: 67
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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Workforce 2022
1955
1999
GI Gen
Silent
Assumption:
Boomers
entry age: 23
Gen X
Millennials Gen Z?
retirement age: 67
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
College Board
Data from Web
Increased Competition
Copyright 2012 Richard Sweeney
14
14
Millennials In
15In
Bridging the Generation Gap: A Millennial
FocusMillennials
Group Not
15
Workforce 973-596-3208
Workforce
Richard Sweeney
College
Board
Born
1979Born 1986-1994
U.S. Births in
Thousands
Data from Web
1985
Under 23 yrs old
Boomers
Generation X
Millennials
23 yrs & older
sweeney@njit.edu
5,000
1946
4,500
1965
14 Years
1978
1979
16 Years
1977
2008
1994
1994
2000
1982
Avg. 3,993
Avg. 3,832
3,415
Avg. 3,415 3,415
3,500
Births
3,415
3,000
Workforce 2008
2,500
Years
Huge Generation
Copyright 2012 Richard Sweeney
19
94
19
92
19
90
19
88
19
86
19
84
19
82
19
80
19
78
19
76
19
74
19
72
19
70
19
68
19
66
19
64
19
62
19
60
19
58
19
56
19
54
19
52
19
50
19
48
2,000
19
46
Births in 1,000s
4,000
1964
19 Years
20
College Board20
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Data from Web
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
2008
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
2008
2008
Copyright 2012 Richard Sweeney
973-596-3208
College Board
Data from Web
21
21
Bridging the Generation Gap: A Millennial Focus Group
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“Using descriptors from the 16PF subscales, we found that
Millennial students are more warm and outgoing (Warmth),
more abstract than concrete (Reasoning), more adaptive and
mature (Emotional Stability), more dutiful (Rule
Consciousness), more socially bold and adventuresome
(Social Boldness), more sensitive and sentimental
(Sensitivity), more self-doubting and worried (Apprehension),
more open to change and experimenting (Openness to
Change), and more organized and self disciplined
(Perfectionism) compared to Generation X medical students.”
p. 574
Nichole J Borges et al. “Comparing Millennial and Generation X
Medical Students at One Medical School. Academic Medicine; 81.6
(2006): 571-576
Personality Test
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
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Richard Sweeney
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“Furthermore, we found Millennial medical students to be
less solitary and individualistic (Self Reliance) than their
Generation X counterparts.” 574
Note: this study looked only at medical schools students:
Generation X
“Cuspars”
Millennials
born 1965 - 1980
born 1975 – 1980 (Gen X Subset)
born 1981 - 1989
Nichole J Borges et al. “Comparing Millennial and Generation X
Medical Students at One Medical School. Academic Medicine; 81.6
(2006): 571-576
Personality Test
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Millennial students scored higher than Generation X
students on the needs for Achievement and Affiliation.
Thus, our study findings may substantiate the
contentions of population theorists that, compared
with previous generations, Millennials have greater
needs to belong to social groups and to share with
others, stronger team instincts and tighter peer
bonds, and greater needs to achieve and succeed.” p. 574
Nichole J Borges et al. “Differences in motives between Millennial
and Generation X medical students.” Medical Education; (2010) 44:
570-576
Personality Test
Copyright 2012 Richard Sweeney
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Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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“Our hypothesis that Millennial students would have a
greater need for Power was not supported in this study,
suggesting that Millennials may have less need to influence
others and ensure that their ideas prevail compared with
Generation X students. Instead, the team-oriented Millennials
are probably drawn to consensus.” p. 574
Nichole J Borges et al. “Differences in motives between Millennial
and Generaiton X medical students.” Medical Education; (2010) 44:
570-576
Personality Test
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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“In our attempt to make sense of why our hypothesis was not
supported, we revisited some of the differences between
Millennials and Generation X-ers posited by population theorists.
Our review led us to entertain the idea that perhaps Generation
X-ers scored higher on the need for Power because some of
their personal characteristics (i.e. resourcefulness and
independence) contribute to their self-sufficiency and selfassertion, which can be considered hallmark behaviours
associated with individual power.1,26.” p. 574
Nichole J Borges et al. “Differences in motives between Millennial
and Generaiton X medical students.” Medical Education; (2010) 44:
570-576
Personality Test
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
“This research provides empirical evidence that supports
the assertions of population theorists that Millennial
students differ from Generation X students in certain
behaviours and preferences. Findings from this study
suggest that differences in motives of Achievement,
Affiliation and Power exist between Millennial and
Generation X medical students.” p. 574
Nichole J Borges et al. “Differences in motives between Millennial
and Generaiton X medical students.” Medical Education; (2010) 44:
570-576
Personality Test
Copyright 2012 Richard Sweeney
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Bridging the Generation Gap: A Millennial Focus Group
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Millennial True – False Question Quiz
Raise your hand if true.
1. Most Millennials’ favorite music is Hip Hop / Rap.
True or False
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Bridging the Generation Gap: A Millennial Focus Group
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Millennial True – False Question Quiz
Raise your hand if true.
1. Most Millennials’ favorite music is Hip Hop / Rap.
False
Millennials don’t have a generational music.
Only 22% say rap is their favorite.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Source:
National Endowment for the Arts. 2008 Survey of Public Participation in the Arts
13.4% or Greater
Millennials
Mill/GenX
GenX
Boomers
Boomers
Silent
Silent plus
18-24
25-34
35-44
45-54
55-64
65-74
75 and over
Classical/Chamber
3.1%
3.4%
4.6%
8.0%
11.6%
18.8%
16.4%
Opera
0.0%
0.3%
0.5%
0.3%
0.2%
2.4%
4.1%
Broadway/ Musicals
0.6%
2.6%
0.3%
0.6%
3.7%
5.7%
14.3%
Jazz
3.0%
3.6%
6.7%
6.5%
8.0%
10.0%
4.3%
Classic Rock/Oldies
16.6%
15.4%
33.4%
38.8%
31.6%
20.4%
16.7%
Contemporary rock
18.6%
19.5%
12.4%
8.0%
1.9%
2.6%
1.0%
Rap/hip hop
22.1%
10.5%
3.0%
1.6%
0.0%
0.0%
0.0%
Blues / R&B
4.4%
4.8%
4.4%
5.5%
5.7%
2.1%
1.6%
Latin
5.0%
6.8%
3.3%
2.5%
3.2%
1.5%
0.0%
16.5%
16.9%
16.0%
15.8%
17.3%
20.6%
21.4%
Bluegrass
0.5%
1.2%
1.0%
0.6%
1.2%
1.0%
2.5%
Folk
0.0%
1.3%
1.1%
0.7%
2.2%
2.1%
0.0%
Hymns/Gospel
4.8%
8.8%
6.9%
7.3%
11.2%
9.8%
13.4%
Other
4.7%
5.1%Copyright6.3%
3.8%
2012 Richard Sweeney
2.1%
3.0%
4.3%
Country
Bridging the Generation Gap: A Millennial Focus Group
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Millennial True – False Question Quiz
Raise your hand if true.
2. In the 2008 presidential election, Millennials were the
only age group that grew as a percentage of the total
electorate.
True or False
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Millennial True – False Question Quiz
Raise your hand if true.
2. In the 2008 presidential election, Millennials were the
only age group that grew as a percentage of the total
electorate.
True
More 18-29 year olds voted and fewer 60+ voted.
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Change in Percentage of Electorate Voting
BUSH
2000 2004
2008
18-29 years old
17% 17% 18%
30-34 years old
29% 29% 29%
45-59 years old
30% 30% 30%
60 and older
24% 24% 23%
Data Source: CNN
http://observationalism.com/2008/11/09/selected-exitpoll-comparisons-2000-2004-2008/
http://www.cnn.com/ELECTION/2008/results/president/
Politically Engaged
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Millennial True – False Question Quiz
Raise your hand if true.
3. Millennials strongly prefer experiential, “hands-on”
learning.
True or False
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Millennial True – False Question Quiz
Raise your hand if true.
3. Millennials strongly prefer experiential, “hands-on”
learning.
True
Millennials definitely prefer “hands-on” activities such
as role playing, lab work, simulations, case studies,
gaming, kinesthetic studios, interactive work, etc.
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“Of the students that preferred a single mode of
information presentation, more than two thirds, 68%,
preferred kinesthetic methods, 17% preferred the
read/write approach, 11% preferred visual, while only 4% of
students preferred the aural or lecturing presentation
mode. Of the students that preferred multiple modes of
information presentation, 84% included kinesthetic modes.
Of the students that preferred two types of information
presentation or bimodal learners, 26% preferred
both read/write and kinesthetic, 23% preferred visual
and kinesthetic, 4% preferred visual and read/
write, while 12% preferred aural and kinesthetic.” p.27
Meehan-Andrews, Terri A. . “Teaching mode efficiency and learning preferences
of first year nursing students”. Nurse Education Today. 29:1 (2009) 24-32
Experiential / Interactive
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“Results Past video game play in excess of 3 h/wk correlated with 37%
fewer errors (P<.02) and 27% faster completion (P<.03). Overall Top Gun
score (time and errors) was 33% better (P<.005) for video game players and
42% better (P<.01) if they played more than 3 h/wk. Current video game players
made 32% fewer errors (P=.04), performed 24% faster (P<.04), and scored 26%
better overall (time and errors) (P<.005) than their nonplaying colleagues. When
comparing demonstrated video gaming skills, those in the top tertile made 47%
fewer errors, performed 39% faster, and scored 41% better (P<.001 for all) on
the overall Top Gun score. Regression analysis also indicated that video
game skill and past video game experience are significant predictors of
demonstrated laparoscopic skills.
James C. Rosser Jr, MD; Paul J. Lynch, MD; Laurie Cuddihy, MD; Douglas A.
Gentile, PhD; Jonathan Klonsky, MD; Ronald Merrell, MD “The Impact of Video
Games on Training Surgeons in the 21st Century” Arch Surg. 2007;142(2):181186.
Gamers
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“In interpreting the results, the recognition of
interactivity clearly influences satisfaction positively.
Thus the skillful application of interactive functionality
in instructional context can have a positive effect
on student attitudes toward lesson content, which in
turn could lead to decreased resistance and increased
attention to lessons and online assignments. p. 143
Gleason, James and Laura Beth Daws. “Chapter 8: Interactivity and It’s Effect on
Student Learning Outcomes”. p129-149, Teaching, Learning and the Net
Generation: Concepts and Tools for Reaching Digital Learners. Ed. Sharmila Pixy
Ferris. Hershey, PA: Information Science Reference. 2012,
Experiential / Interactive
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“[SUNY Fredonia Psychology] Students in the podcast
condition had an average score of 71.24% (SD =
16.50%), whereas students in the lecture condition
had an average score of 62.47% (SD = 17.03%). This
result was surprising given the assumption that
students who attend class and take notes normally
score best on exams.”
p. 621
McKinney, Dani; Jennifer L. Dyck, Elise S. Luber. “iTunes University and
the classroom: Can podcasts replace Professors?. Computers &
Education. 52:3 (2009) p617-623.
Media Consumers
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“Students who took additional notes scored
significantly higher, 76.23% (SD = 13.61%) than
students who merely listened to the podcast but did
not take additional notes, 62.08% ( SD = 17.93%).
The mean of the students who merely listened to the
podcast but did not take additional notes, was not
significantly different than the in-class lecture
students, t(42) = .06 p>.05.” p. 621
McKinney, Dani; Jennifer L. Dyck, Elise S. Luber. “iTunes University and
the classroom: Can podcasts replace Professors?. Computers &
Education. 52:3 (2009) p617-623.
Media Consumers
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“The results of this study are in no way an indication
that audio copies of lectures could or should replace
actual professors, or even regular class attendance.
The advantage the students in our study received was
only when the student took notes as they would do
during a lecture, and when they listened to a lecture
more than once.” p. 622
McKinney, Dani; Jennifer L. Dyck, Elise S. Luber. “iTunes University and
the classroom: Can podcasts replace Professors?. Computers &
Education. 52:3 (2009) p617-623.
Media Consumers
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Richard Sweeney
973-596-3208
Dahlstrom, E., de Boor, T., et al. ECAR National Study of Undergraduate Students and
Information Technology, 2011 Boulder, Colorado: EDUCAUSE Center for Applied
Research, 2007
(www.educause.edu/ecar)
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“Integrating virtual pedagogies (Internet and
interactive simulations) to support the venerable faceto-face classroom not only helps to tailor our teaching
styles to our students’ learning styles, it also
broadens the boundaries of our “teaching space”
Brower (2003) and Simonson, Schlosser and Hanson
(1999) suggest that we can enhance the learning
experience if we can produce a “touch effect” with
technology— creating the sense of personal
involvement and interaction via technology. p. 75
Proserpio, Luigi; Gioia, Dennis A. “Teaching the Virtual Generation”. Academy of
Management Learning & Education, 6:1 (2007), p69-80,
Experiential / Interactive
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“The least boring teaching methods were found to be
seminars, practical sessions, and group discussions. In
other words, tech-free classrooms were the most engaging.”
…[April issue of British Educational Research Journal]
His philosophy is that the information delivery common in
today’s classroom lectures should be recorded and
delivered to students as podcasts or online videos before
classroom sessions. To make sure that students tune in, he
gives them short online multiple choice tests.” p. A13
Young, Jeffrey R. “ ‘Teach Naked’ Effort Strips Computers from Classrooms”.
Chronicle of Higher Education , LV:42 (2009), A13-80,
Experiential / Interactive
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“Interaction and a sense of community are the key
requests of those born digital when it comes to online
learning, as surveys indicate.” p. 248
[citing Joel Hartman, Patsy Moskal, and Chuck Dziuban,”Preparing the
Academy of Today for the Learner of Tomorrow”. In Diana G. Oblinger
and james L. Oblinger, ed.s Educating the Net Gegeneration (Boulder:
Educause, 2005), pp. 6.6-6.10
Pauley, John and Urs Gasser. Born Digital: Understanding the First
Generation of Digital Natives. New York: Basic Books, 2008
Experiential / Interactive
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“Because of their collaborative upbringing, law
students of the Millennial generation thrive on
interactive lessons.” p. 12
“Is Your Firm Ready to Make Learning High-Tech & Fun?” Compensation
& Benefits for Law Offices; Aug2007, Vol. 7 Issue 8, p1-15, 5p
Collaborative / Social Networking
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“We highlight three features associated with effective
learning that have implications for teaching the virtual
generation:
(1) active involvement by students in the learning
process,
(2) facilitative social settings, and
(3) problem based focus.
(Alavi, 1994; Alavia, Wheeler, & Valacich, 1995;
Johnson and Johnson, 1975).
p. 74
Proserpio, Luigi; Gioia, Dennis A. “Teaching the Virtual Generation”. Academy of
Management Learning & Education, 6:1 (2007), p69-80,
Experiential / Interactive
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Millennial True – False Question Quiz
Raise your hand if true.
4. Millennials invest more time with user-generated
content (Blogs, wikis, YouTube, etc.) than companygenerated content.
True or False
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Richard Sweeney
50
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
4. Millennials invest more time with user-generated
content (Blogs, wikis, YouTube, etc.) than companygenerated content.
True
User generated content is more important than
corporate content but only with Millennials.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
51
973-596-3208
“According to the survey, Millennials invested 51
percent of their Internet time with user-generated
content and only 49 percent on company-generated
content. The survey average was 34 percent of time to
user-generated content and 66 percent to companygenerated content. Millennials, therefore, invest 50
percent more time with user-generated content than the
average user.” p. 68
Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like
This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p, 1c
Millennial Characteristics
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
52
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“Millennials, however, do not view the online space in
any way, shape or form as a conventional media
channel. 68
Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like
This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p,
Millennial Characteristics
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
5. Millennials rely primarily on the internet for their
news.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
53
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
54
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
5. Millennials rely primarily on the internet for their
news.
True
Millennials are much more likely than Boomers to get
their news from the internet than from either TV or
newspapers.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
55
973-596-3208
“Media influences: Baby Boomers rely
on traditional media such as television (50
percent Boomers, 27 percent Generation Y)
and newspapers (19 percent versus 6 percent),
while Generation Y business owners
rely on the Internet for news (31 percent
versus 9 percent of Boomers). p. 15
“Boomers vs. Gen Y”. Community Banker; Sep2007, Vol. 16 Issue 9, p15
Media Consumers
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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“In short, the future of the U.S. News industry is
seriously threatened by the seemingly
irrevocable move by young people away from
traditional sources of news.”
Merrril Brown, “Abandoning the News.” Carnegie Reporter 3.2 (Spring
2005)
Reading
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
6. 55% of Millennials voted for Obama.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
57
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
6. 55% of Millennials voted for Obama.
False
65% of Millennials voted for Obama
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
58
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
59
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Candidates Voting by Age Groups
2000
Gore
BUSH
Bush
2004
2008
Kerry
Bush
Obama McCain
18-29 years old
48%
46%
54%
45%
65%
32%
30-34 years old
48%
49%
46%
53%
52%
46%
45-59 years old
48%
49%
48%
51%
49%
49%
60 and older
51%
47%
46%
54%
47%
51%
“Election Results 2008; National Exit Polls Table”. New York Times.
5 Nov 2008
http://elections.nytimes.com/2008/results/president/national-exit-polls.html
More Liberal
Copyright 2012 Richard Sweeney
Bridging
the Generation
Gap:Millennial
A Millennial
Focus Group
Understanding
& Engaging
Generation
Students
sweeney@njit.edu
sweeney@njit.edu
Richard
Sweeney
Richard
Sweeney 973-596-3208
973-596-3208
Pryor, John H. et al. “2008 CIPA Freshmen Survey Report” UCLA
The Higher Education Research Institute (HERI).
http://www.gseis.ucla.edu/heri/
More Liberal
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
7. The vast majority of Millennials socialize with
someone of another racial /ethnic group.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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Copyright 2012 Richard Sweeney
61
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
7. The vast majority of Millennials socialize with
someone of another racial /ethnic group.
True
An overwhelming 93% socialize with someone of
another racial / ethnic group.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
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62
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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Pryor, John H. et al. “CIPA Freshmen Survey Report” UCLA The Higher
Education Research Institute (HERI). http://heri.ucla.edu/cirpoverview.php
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
64
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Millennial True – False Question Quiz
Raise your hand if true.
8. Millennials text message 7 times more than 50-yearolds.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
65
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
8. Millennials text message 7 times more than 50-yearolds.
True
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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66
Bridging
Bridgingthe
theGeneration
GenerationGap:
Gap:AAMillennial
Live Millennial
FocusFocus
GroupGroup
sweeney@njit.edu
sweeney@njit.edu
Richard
Richard
Sweeney
Sweeney 973-596-3208
973-596-3208
“Young adults are much
more likely avid texters
by a wide margin.” p 2
Ages
Mean
Texts
Daily
18-29
87.7
30-49
27.0
50-64
11.4
65+
4.7
Aaron Smith. “Americans and text messaging.” The Pew Research Center’s
Internet & American Life Project. 9/19/2011
http://pewinternet.org/Reports/2011/Cell-Phone-Texting-2011.aspx
Nomadic
Nomadic/ /Mobile
Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
67
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Millennial True – False Question Quiz
Raise your hand if true.
9. Millennials make more voice calls than 40 year-olds.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
68
973-596-3208
Millennial True – False Question Quiz
9. Millennials make more voice calls than 40 year-olds.
True
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
69
Bridging
Bridgingthe
theGeneration
GenerationGap:
Gap:AAMillennial
Live Millennial
FocusFocus
GroupGroup
sweeney@njit.edu
sweeney@njit.edu
Richard
Richard
Sweeney
Sweeney 973-596-3208
973-596-3208
Millennial Avg. Voice Calls
40 Year-Old Avg. Voice Calls
Ages
Mean
Calls
Daily
18-29
17.1
30-49
14.5
50-64
8.8
65+
3.8
Aaron Smith. “Americans and text messaging.” The Pew Research Center’s
Internet & American Life Project. 9/19/2011
http://pewinternet.org/Reports/2011/Cell-Phone-Texting-2011.aspx
Nomadic
Nomadic/ /Mobile
Mobile
Copyright 2012 Richard Sweeney
70
Bridging
Bridgingthe
theGeneration
GenerationGap:
Gap:AAMillennial
Live Millennial
FocusFocus
GroupGroup
sweeney@njit.edu
sweeney@njit.edu
Richard
Richard
Sweeney
Sweeney 973-596-3208
973-596-3208
“Calling and texting are highly
correlated with cell owners who text
often also making a large number of
voice calls.” p 6
Ages
Mean
Calls
Daily
Mean
Texts
Daily
18-29
17.1
87.7
30-49
14.5
27.0
50-64
8.8
11.4
65+
3.8
4.7
Aaron Smith. “Americans and text messaging.” The Pew Research Center’s
Internet & American Life Project. 9/19/2011
http://pewinternet.org/Reports/2011/Cell-Phone-Texting-2011.aspx
Nomadic
Nomadic/ /Mobile
Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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Who Owns Tablet Computers Ages 18-29 from +4% to +14% (24%)
Ages 30-49 from +8% to +13% (27%)
Rainie, Lee. “Tablet and E-Book Reader Ownership Nearly Double Over
XXXXXXXXXXXXXXXXXXXXXXXXXXX
the
Holiday Gift-Giving Period”. Pew Internet & American Life Project
1/23/2012
Accessed at http://pewresearch.org/pubs/2176/tablet-computers-ebook-readers 2/13/2011
Nomadic / Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
Who Owns E-readers
72
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Ages 18-29 from +1% to +6% (18%)
Ages 30-49 from +7% to +12% (24%)
Rainie,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Lee. “Tablet and E-Book Reader Ownership Nearly Double Over
the Holiday Gift-Giving Period”. Pew Internet & American Life Project
1/23/2012
Accessed at http://pewresearch.org/pubs/2176/tablet-computers-ebook-readers 2/13/2011
Nomadic / Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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“The next time they face a twenty-something who doesn't
look them in the eye, who slouches and sighs for no
apparent reason, who seems distracted and unaware of the
rising frustration of the other people in the room, and who
turns aside to answer a text message with glee and facility,
they shouldn't think, "What a rude kid." Instead, they should
show a little compassion and, perhaps, seize on a teachable
moment. "Ah," they might think instead, "another texter who
doesn't realize that he is communicating, right now, with
every glance and movement —and that we're reading him all
too well."
Bauerlein, Mark. “Why Gen-Y Johnny Can’t Read Nonverbal Cues”. Wall
Street Journal August 28, 2009
Accessed on June 4, 2010
http://online.wsj.com/article/SB10001424052970203863204574348493483201758.html
Nomadic / Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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“Fully two-thirds of teen texters say they are more
likely to use their cell phones to text their friends
than talk to them to them by cell phone”.
Lenhart,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Amanda,. “Teens, Cell Phones and Texting”. Pew Internet &
American Life Project 4/10/2010
Accessed at http://pewresearch.org/pubs/1572/teens-cell-phones-text-messages 2/13/2011
Nomadic / Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
75
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“Young cell owners are among the most active users of their
mobile devices, and cell owners between the ages of 18 and
29 also stand out from their elders when it comes to their
experiences with their phones. Specifically, young cell
owners are much more likely than older adults to use their
phone for entertainment or to relieve boredom (70% of 18-29
year old cell owners have done this in the preceding 30
days), to have trouble doing something when their phone is
not available (42% have experienced this) and to use their
phone as a way to avoid interacting with others (30%).”.
Lenhart,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Amanda,. “How Americans Use Their Cell Phones”. Pew Internet
& American Life Project 8/15/2011
Accessed at http://pewinternet.org/Reports/2011/Cell-Phones/Section-1.aspx 2/13/2011
Nomadic / Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
Nomadic / Mobile
Lenhart, Amanda,. “How
Americans Use Their Cell
Phones”. Pew Internet &
American Life Project
8/15/2011
Accessed at
http://pewinternet.org/Reports/201
1/Cell-Phones/Section-1.aspx
2/13/2011
Copyright 2012 Richard Sweeney
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sweeney@njit.edu
Richard Sweeney
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Millennial True – False Question Quiz
Raise your hand if true.
10. Millennials are much more likely to have used a
video sharing site yesterday.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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77
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
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Millennial True – False Question Quiz
Raise your hand if true.
10. Millennials are much more likely to have used a
video sharing site yesterday.
True
47% of Millennials vs. 27% of Gen Xers used a video
sharing site yesterday.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
10. Most Millennials Twitter (Tweet) every day.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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79
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
10. Most Millennials Twitter (Tweet) every day.
False
Less than 20% of Millenials Tweet.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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Bridging
Briding
thethe
Generation
Generaiton
Gap:
Gap:
A Millennial
A Millennial
Focus
Focus
Group
Group
sweeney@njit.edu
sweeney@njit.edu
Richard
Richard
Sweeney
Sweeney 973-596-3208
973-596-3208
Smith, Aaron . “13% of online adults use Twitter.” Pew Internet & American Life
Project, June 1, 2011. p. 4
http://pewinternet.org/~/media//Files/Reports/2011/Twitter%20Update%202011.pdfp, accessed on
March 8, 2012.
Copyright 2012 Richard Sweeney
Bridging
Briding
thethe
Generation
Generaiton
Gap:
Gap:
A Millennial
A Millennial
Focus
Focus
Group
Group 82
sweeney@njit.edu
sweeney@njit.edu
Richard
Richard
Sweeney
Sweeney 973-596-3208
973-596-3208
Smith, Aaron . “13% of online adults use Twitter.” Pew Internet & American Life
Project, June 1, 2011. p. 2
http://pewinternet.org/~/media//Files/Reports/2011/Twitter%20Update%202011.pdfp, accessed on
March 8, 2012.
Nomadic / Mobile
Copyright 2012 Richard Sweeney
83
Bridging
Understanding
the Generation
& Engaging
Gap: A Millennial
the Millennial
Focus
Generation
Group
sweeney@njit.edu
sweeney@njit.edu
Richard
Richard
Sweeney
Sweeney 973-596-3208
973-596-3208
“For example, more than 90
percent of popular Twitter
client Tweetdeck’s audience
is over 25. Furthermore,
Twitter.com’s reach is 6.6
percent for kids, teens and
young adults, whereas it is
12.1 percent for those over
25; implying that adults are
trying Twitter at nearly
double the rate.
Martin, David & Sue MacDonald. “Teens Don’t Tweet; Twitter’s Growth Not Fueled
By Youth” Nielsen News, Online And Mobile . ” July 30, 2009
http://blog.nielsen.com/nielsenwire/online_mobile/teens-dont-tweet-twittersgrowth-not-fueled-by-youth/
Nomadic / Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
84
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Millennial True – False Question Quiz
Raise your hand if true.
11. Millennials show the smallest gap with the values of
their parent’s generation compared to the past
generations.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
85
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
11. Millennials show the smallest gap with the values of
their parent’s generation compared to the past
generations.
True
Generally they are closer to their parents than past
generations by a lot of measures.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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Richard Sweeney
86
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“The Millennial Generation, who turned 18 around
the year 2000, show the smallest gap with the
values of older generations than any teens have
shown since the history of polling.” p.B8
Kleinfeld, Judith. “Millennials: our next great generation,” Anchorage
Daily News (Alaska), January 30, 2004 Friday, FINAL EDITION, ALASKA;
Pg. B8, 712 words,
Values / Parents
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
87
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“About one in four Gen Y workers polled consults his
or her parents first when making employment
decisions.” p. 2
Robert
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Half Joel.
International.
“What Millennials
Want: How
to Attract and
Foreman,
“Next-Generation
Educational
Technology
Retain
Employees.” Yahoo hotjobs. November 2008.
VersusGen
theYLecture.”
http://www.hotjobsresources.com/pdfs/MillennialWorkers.pdf
Values / Parents
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
88
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“Millennials:
…identify with parent’s values and feel close to
their parents”;
Oblinger, Diana. “Understanding the New Student.” Educause Review,
38.3 (2003): 36-42.
Values
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
89
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Millennial True – False Question Quiz
Raise your hand if true.
12. Millennials are more likely to give up Facebook for a
week than e-mail for a week.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
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Richard Sweeney
90
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
12. Millennials are more likely to give up Facebook for a
week than e-mail for a week.
True
Millennials use of technology is not always what we
might expect.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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91
Bridging
Bridgingthe
theGeneration
GenerationGap:
Gap:AAMillennial
Live Millennial
FocusFocus
GroupGroup
sweeney@njit.edu
sweeney@njit.edu
Richard
Richard
Sweeney
Sweeney 973-596-3208
973-596-3208
Least Likely to Give Up for Week
Ages Calls Texts
<12
137
Ratio
425
3.1
13-17 231
1742
7.5
18-24 265
E-Mail 2.9
790
25-34 239
331
1.4
35-44 223
236
1.0
45-54 193
128
.7
14
.1
55-64 145
65-
99
Texting
Social
38
.3
Networking
eMarketer Inc. “Gen Y Holds Tight to E-Mail and Texting November 4, 2009
http://www.emarketer.com/Article.aspx?R=1007361
Nomadic
Nomadic/ /Mobile
Mobile
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Lee Rainie, Amanda Lenhart, Aaron Smith. “The tone of life on social
networking sites ”. Pew Research Center’s Internet & American Life
Project ; Feb 9, 2012 http://www.pewinternet.org/Reports/2012/Social-networking-climate.aspx
Collaborative / Social Networking
Copyright 2012 Richard Sweeney
92
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sweeney@njit.edu
Richard Sweeney
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Millennial True – False Question Quiz
Raise your hand if true.
13. In the last few years, Millennials rate of reading of
literature has increased by 9%.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
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Richard Sweeney
94
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
13. In the last few years, Millennials rate of reading of
literature has increased by 9%.
True
This reversed a 20 year trend.
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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Richard Sweeney
95
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“For the first time in the history of the survey - conducted
five times since 1982 - the overall rate at which adults read
literature (novels and short stories, plays, or poems) rose
by seven percent.”
Young adults show the most rapid increases in literary
reading. Since 2002, 18-24 year olds have seen the biggest
increase (nine percent) in literary reading, and the most
rapid rate of increase (21 percent). This jump reversed a 20
percent rate of decline in the 2002 survey, the steepest rate
of decline since the NEA survey began.”
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Foreman,
Joel. “Next-Generation
Technology
National
Endowment
for the Arts. 2008Educational
Survey of Public
Participation in
the
Arts:the
Research
Report #49 (November, 2009)
Versus
Lecture.”
http://www.nea.gov/research/2008-SPPA.pdf
Reading
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“Over the past 20 years, young adults (18-34) have
declined from being those most likely to read
literature to those least likely (with the exception
of those 65 and older. The rate of decline for the
youngest adults, aged 18 to 24 was 55 percent
greater than the total adult population.”
Hill,
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Kelly. “Reading
at Risk; A Survey of Literary
Reading
in America”
Foreman,
Joel. “Next-Generation
Educational
Technology
National
for the Arts Research Division Report, 46 (June 2004)
Versus Endowment
the Lecture.”
Reading
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Millennial True – False Question Quiz
Raise your hand if true.
14.
34 percent of Millennials (34 percent) reported
that Millennial workers are less engaged than
older workers.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
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Millennial True – False Question Quiz
Raise your hand if true.
14.
34 percent of Millennials (34 percent) reported
that Millennial workers are less engaged than
older workers.
True
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
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Richard Sweeney
973-596-3208
“Among only millennial respondents:
· 59 percent agreed that their generation has a
different attitude toward workplace responsibility than
their peers
· 55 percent acknowledged that workers of their
generation are generally less motivated to take on
more responsibility
· More than a third (34 percent) reported that
millennial workers are less engaged than older
workers”
Weiner, Jon “Millennials Face Uphill Battle to Wow Co-Workers with Work
Ethic”. Workplace Options. 2011.
http://www.workplaceoptions.com/news-press-releases.asp
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• “77 percent of workers believe millennials have a different
attitude toward workplace responsibility than worker of
other age groups
• 68 percent feel that millennials are less motivated to take
on responsibility and produce quality work compared to
their counterparts
• Nearly half (46 percent) think millennials are less engaged
at work than other employees .”
Weiner, Jon “Millennials Face Uphill Battle to Wow Co-Workers with Work
Ethic”. Workplace Options. 2011.
http://www.workplaceoptions.com/news-press-releases.asp
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“Aside from the engagement aspects of the poll, 78 percent
of workers agreed that millennials are more tech-savvy in the
workplace than other generations, and 70 percent of all
respondents (including 85 percent of millennials) consider
this technological edge to be an inherent career advantage.”
Weiner, Jon “Millennials Face Uphill Battle to Wow Co-Workers with Work
Ethic”. Workplace Options. 2011.
http://www.workplaceoptions.com/news-press-releases.asp
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Millennial True – False Question Quiz
Raise your hand if true.
14.
Millennials believe that free time is a more
important job attribute than compensation.
True or False
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
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Millennial True – False Question Quiz
Raise your hand if true.
14.
Millennials believe that free time is a more
important job attribute than compensation.
True
PowerPoint at: http://library1.njit.edu/staff-folders/sweeney/
Please note that this document is copyrighted and licensed under the
Creative Commons Attribution 3.0 United States License.
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Barford, Ian N. and Patrick T. Hester. Analysis of Generation Y Workforce
Motivation Using Multiattribute Utility Theory”. Defense Acquisition
University. (Jan 2011) p63-79
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“The two highest importance levels over the other
generations, discussed earlier, are advancement
potential and free time, which corresponds with the level
of happiness calculations.” p. 76
Barford, Ian N. and Patrick T. Hester. Analysis of Generation Y Workforce
Motivation Using Multiattribute Utility Theory”. Defense Acquisition
University. (Jan 2011) p63-79
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“Demand for fresh-cut flowers and floral products has been
decreasing in recent years, particularly among young
consumers….Results showed that younger consumers were
dissatisfied with several floral product attributes, including short
longevity, lack of trendiness, relative high cost, lack of
appropriateness, and lack of uniqueness. Results also indicate that
younger consumers perceived that their friends do not enjoy floral
gifts. Additionally, younger consumers viewed floral advertisements
less frequently and considered floral gifts difficult to purchase,
resulting in decreased awareness and interest. Overall, most
participants felt that in-store sales or discounts, greater flower
longevity, more price ranges, and trendier arrangements/flowers
would increase their use of fresh flowers as gifts.” p. 1379
Mowery, David C. and Timothy Simcoe. Generations X and Y Attitudes
toward Fresh Flowers as Gifts: Implications for the Floral Industry.
HortScience. May 2011, Vol. 46 Issue 5, p736-743, 8p
More Choices
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More Choices Selectivity
Digital Natives Politically
Engaged
Workplace – More
Training
Personalization /
Customization
Gamers
More Liberal
Multitaskers
Collaborative /
Social
Networking
Practical /
Achievement
Oriented
Social
Involvement
Merit Systems
Flexibility /
Convenience
Impatient
More Diverse Balanced Lives /
/ Inclusive
Healthy Lifestyle
Reading
Pull, not Push
Socially Bold Values
Experiential /
Interactive
Media
Consumers
Patriotic /
Civic Minded
Nomadic
Communication
Expectations / More Friends 1.5 - 3 Years in Job
Optimistic
Credit –A Right?
High Debt
Millennial Characteristics
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
Thanks for your kind attention.
• Powerpoint (available at:
• http://library1.njit.edu/staff-folders/sweeney/
•
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“Gens X and Y insist on the time to enjoy life and
care for their families, and they demand the balance
and flexibility to do so.”
Molas, Sandra A. “Flexibility becoming the Norm in the Workplace: Is Your Firm
Stretching to Meet the Demand?”. Pennsylvania CPA Journal; Fall 2006, Vol. 77
Issue 3, p28-30, 3p
Flexibility / Convenience
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• 18% Mainly flexible office hours
• 66% Regular office hours with some flexibility
• 16% Mainly regular work hours
Do you think your office hours will be mainly flexible hours
/ mainly regular office hours / regular office hours with
some flexibility?
PricewaterhouseCoopers surveyed a total of 4271 graduates
internationally about their expectations of work.”
George, Lianne. “Managing tomorrow’s people: Millennials at work:
Perspectives from a new generation”. PricewaterhouseCoopers. (2008) 48-49
Flexibility / Convenience
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
“So we now have a generation of students that is
better at taking in information and making
decisions quickly, better at multitasking and
parallel processing; a generation that thinks
graphically rather than textually, assumes
connectivity, and is accustomed to seeing the
world through a lens of games and play.”
p. 3
Prensky, Marc. “Use Their Tools! Speak Their Language!” Marc
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Prensky. March 2004. http://www.marcprensky.com/writing/PrenskyUse_Their_Tools_Speak_Their_Language.pdf
Gamers
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“The real question is: Does the behavior of this
new group [gamers] change the world in any way
that really matters?
If you’re in business today, the answer is clearly
yes.” p. 1
Beck, John C., and Mitchell Wade. Got Game: How the Gamer
Generation is Reshaping Business Forever. Boston: Harvard
Business School Press, 2004.
Gamers
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“How hard this new cohort works, how they try to
compete, how they fit into teams. How they take
risks – all are different in statistically verifiable
ways. And those differences are driven by one
central factor: growing up with video games.”
p. 2
Beck, John C., and Mitchell Wade. Got Game: How the Gamer
Generation is Reshaping Business Forever. Boston: Harvard
Business School Press, 2004.
Gamers
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The important thing for business professionals
to know about games isn’t whether someone
plays them now, but whether he or she grew up
playing them.”
p. 25
Beck, John C., and Mitchell Wade. Got Game: How the Gamer
XXXXXXXXXXXXXXXXXXXXXXXXXXX
Generation is Reshaping Business Forever. Boston: Harvard
Business School Press, 2004.
Gamers
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“In teams, Nexters can be very effective, but they
want a strong leader for guidance and well defined
goals, she says.”
[Loyalty Factor President Dianne Durkin]
p.18
Marshall, Jeffrey. “Managing Different Generations at Work”. Financial
Executive. July/Aug 2004 20:5 1p.
Practical / Achievement Oriented
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“Gen Y employees are goal-oriented and have
high expectations of themselves. They’re highperformers, competitive, and seek tasks with tight
deadlines that reward and acknowledge their
efforts. They take ownership of their work, value
individualized goal setting, and seek new skills.”
p. 1
Understand Gen Y Employees”. Credit Union Magazine; April 2006
72:6 p.70
Practical / Achievement Oriented
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“For these new 20-something workers, the line between
work and home doesn't really exist. They just want to
spend their time in meaningful and useful ways, no
matter where they are.” p57
Trunk, Penelope. “What Gen Y Really Wants.” Time South Pacific
(Australia/New Zealand edition); 7/16/2007 Issue 27, p57-57, 1p
Impatient
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“Theirs is, however, essentially a culture that also
emphasizes immediacy (24/7 information availability),
curiosity, and intellectual openness (Tapscott, 1998). p.
72
Proserpio, Luigi; Gioia, Dennis A. “Teaching the Virtual Generation”. Academy of
Management Learning & Education, 6:1 (2007), p69-80,
Impatient
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“We want everything to be easy, and we want it
now," said Katie Smith, a student at the University
of Florida. "We have no patience.”
p.6
Lillo, Andrea. “Young consumers tell it 'straight' “ Home Textiles
Today; High Point; May 27, 23.38 (2002): 6
Impatient
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“Busy Around the Clock
“Millennial teens may be America’s busiest
people.
Long gone are the days of Boomer kids being
shooed outside to invent their own games – or of
GenXer kids being left “home alone” with a “selfcare” guide." p. 45
Howe, Neil and William Strauss. Millennials Go To College.
Washington, DC: American Association of Collegiate Registrars,
2003.
Impatient
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“ ‘Nothing infuriates us more than busywork,’
says 24-year-old Katie Day, an assistant editor at
Berkley Publishing, a division of Penguin Group
USA. Fearlessness ? "I don't have time to be
intimidated," says Anna Stassen, a 26-year-old
copywriter at the advertising agency Fallon
Worldwide who treats her bosses like ‘the guys’."
Sacks, Danielle. “SCENES from the culture clash”. Fast Company,
102 (2006) 72-77
Impatient
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Word-of-mouth is a strong motivator with Millennials.
According to the survey, word-of-mouth is the most
common reason for Millennials to visit a Web site. A
television ad was the second-most-common reason. ”
Millennials claim to tell 17.7 people about things of
interest to them. In the survey, the average respondent
replied at a rate of 9.7, meaning Millennials spread wordof-mouth to 82 percent more people than the average
respondent. p. 68
Dominiak, Mark. “'Millennials' Defying the Old Models. Find More Like
This”. Television Week; 5/7/2007, Vol. 26 Issue 19, p68-68, 1p, 1c
Pull, not Push
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“Mastery effort, intrinsic motivation, abstract
reasoning, assessment focus and independent
learning increase with age. However, the younger the
students, the more likely they are to prefer working
collaboratively and learn using visual formats rather
than reading…
“As people age they are likely to grow stronger as
[sic] cognitive voyaging. Multimedia collaboration is
more strongly associated with younger students.”
Jeffrey, Lynn M. “Learning Orientations: Diversity in higher education”.
Learning and Individual Differences. 9:4 (2008) 1-14
Doi: 10.1016/j.lindif.2008.09.004
Media Consumers
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Richard Sweeney
e of Arabia The Great Escape Best War Movies
973-596-3208
Apocalypse Now
nal
Catch Me If You CanDir:
Dir: Steven
Frank Darabont
Spielberg Minority Report
m Hanks
Actor: Tom Hanks
Actor: Tom Hanks
126
Schindler’s List
Artificial Intelligen
Actor: Tom Hanks Actor: Tom Hanks
You’ve Got Mail
Away The
The
Green Mileonline
Saving
Private
Toy Story 2 (1999)
favorite
Millennial
environment,
is virtual,
(1998)
)
(1999)
Ryan (1998)
Dir: Lee Unkrich
interactive,
multimedia,
Rich,personalized,
this is one
Dir: Nora Ephron
obert Zemeckis
Dir: Frank Darabont
Dir: Steven full motion,
Starring:
of my
Starring:
and sociallyTom
networked.
ng:
Starring:customized,
Spielberg
Hanks Janet
favorites.
Tom Hanks,
Hanks,
Tom Hanks,
Starring:
Tim Allen
Meg Ryan,
Media Consumers
n Hunt,
Michael Clarke Duncan,
Tom Hanks,
Don Rickles
Parker Posey,
e Wildman,David Morse,
Tom Sizemore,
Jim Varney
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“They believe passionately that merit rather than length
of service should drive promotion, progression and the
acquisition of responsibility. They argue their baby
boomer managers should acknowledge their
demonstration of competence more fulsomely.” p.17
Hutton, Will. “Wear Kid Gloves When Tackling Generation Y.” Personnel
Today (2003): 17.
Merit Systems
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“Gen Y’s relatively aggressive attitude to performance
management may be a further source of conflict for Baby
Boomers. While very few Boomers believe that underperformers should be fired, Gen Y is much less tolerant of
underperformance. Nearly one in five Gen Y’s believe that the
best solution for underperformance is for someone to be
fired.” p. 27
Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work.
London, England: Penna. 2008
http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm
Merit Systems
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
“Millennials and Gen X’ers scored lower than Boomers on
the majority of items measuring concern for others,
though most of the differences were small. Compared to
Boomers, Millennials were less likely to have donated to
charities, less likely to want a job worthwhile to society or
that would help others, and less likely to agree they would
eat differently if it meant more food for the starving? p. 10
Twenge, Jean M. Elise Freedman and W. Keith Campbell. “Generational
Differences in Young Adults’ Life Goals, Concern for Others, and Civic
Orientation, 1966-2009” Personality and Social Psychology (2012) p 1:18
Caring; Community Orientation
Copyright 2012 Richard Sweeney
Bridging the Generation Gap: A Millennial Focus Group
sweeney@njit.edu
Richard Sweeney
973-596-3208
“The data analyzed here suggest that the popular view of
Millennials as more caring, community oriented, and
politically engaged than previous generations is largely
incorrect. However, the rate of volunteering —an
important community behavior— has increased in today’s
young people, though largely due to outside forces.”? p. 16
Twenge, Jean M. Elise Freedman and W. Keith Campbell. “Generational
Differences in Young Adults’ Life Goals, Concern for Others, and Civic
Orientation, 1966-2009” Personality and Social Psychology (2012) p 1:18
Caring; Community Orientation
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“According to the National Association of Colleges and
Employers, which every year surveys thousands of college
graduates about their job prospects and work attitudes,
fully 41 percent of job seekers this year turned down
offers—the exact percentage that did so in 2007, when the
economy was booming. And though less than a quarter of
seniors who applied for work had postgraduate job offers
in hand by late April (compared with 52% in 2007), many
are still approaching work with attitudes suited for a fullemployment economy.”
Warner, Judith. “The Why Worry Generation”. The NY Times Magazine.
pMM11 (5/30/10).
Expectations / Optimistic
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“Overall, our findings support our predictions that Millennials
do have great expectations when it comes to their careers.
First and foremost, they want career advancement, and while
they harbor the prospects for rapid promotions and large pay
increases, they also have realistic expectations when it
comes to their first jobs after graduation. They also want to
have good people to work with and a nurturing work
environment, likely a result of how they have been raised at
home and from working in teams at school.” p. 290
Ng, Eddy S. W. , Linda Schweitzer, Sean T. Lyons. “New Generation,
Great Expectations: A Field Study of the Millennial Generation.” J Bus
Psychol (2010) 25:281–292
Research Studies
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“ ‘They’re extraordinarily optimistic that life will work
out for them,’ Arnett says. ‘Everybody thinks bright
days are ahead and eventually they will find that
terrific job.’ (Jeffrey Jensen Arnett, Clark University Professor)
These emerging adults may be off-putting to a worried
40-something –their sense of entitlement and their
lack of humility are somewhat hard to take—but
they’re not necessarily maladapted.” p.
Warner, Judith. “The Why Worry Generation”. The NY Times Magazine.
pMM11 (5/30/10).
Expectations / Optimistic
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“Gen Y knows that their ideal is to gain a greater work/life
balance but is also keen to gain employability. To balance
these preferences many actively seek an employer where
they can be part of a team, have fun and make friends within
the workplace.” p. 20
Drewery, Kelly, Ann Riley et al. Gen Up: How the four generations work.
London, England: Penna. 2008
http://www.cipd.co.uk/subjects/dvsequl/general/_genup.htm
More Friends
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“In a recent unpublished study, he and his colleagues
found that chronic media multitaskers—people who spent
several hours a day juggling multiple screen tasks—
performed worse than otherwise similar peers on analytic
questions drawn from the LSAT. He isn't sure which way
the causation runs here: It might be that media
multitaskers are hyperdistractible people who always
would have done poorly on LSAT questions, even in the
pre-Internet era. But he worries that media multitasking
might actually be destroying students' capacity for
reasoning.
Glenn, David. “Divided Attention: In an age of classroom multitasking,
scholars probe the nature of learning and memory” The Chronicle of
Higher Education. 1/31/2010, Vol. 27 Issue 29, p42-42
Multitaskers
Copyright 2012 Richard Sweeney