Minnesota Lottery
18-34 Year Old
Segmentation Study
PRESENTATION – JUNE 2016
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be
disclosed or reproduced without the prior written consent of Ipsos.
© 2016 Ipsos
1
What is Happening in Minnesota?
What are the Challenges?
Agenda
What are the Segments?
How and Where Do We Reach Them?
Discuss the Findings
© 2016 Ipsos
2
What is Happening in Minnesota?
Population
Spend
2015
5,019,000
5,489,600
$546,900,000
in past 12 months
9%
2002
2015
45%
2002
$377,000,000
Penetration
% played any lottery game
in past 12 months
51%
2002
© 2016 Ipsos
14%
43%
2015
3
Challenge #1: Where Have All The Young People Gone?
Players by Age
% change
(2002 vs. 2015)
22%
23%
47%
56%
51%
45%
43%
62%
57% 56%
45%
41%
44%
66%
60%
2%
62%
51%
51%
47%
14%
61%
57%
52%
50%
5%
49%49%
37%
28%
27%
24%
n/a
Total
18 to 24
7%
39%
37%
25 to 34
1.2 Million
People
35 to 44
45 to 54
2002
55 to 64
2005
65 to 74*
2010
30%
26%
n/a
75+
2015
Source: Minnesota Lottery SCSU Survey
© 2016 Ipsos
4
Challenge #2: Do Differences Exist?
What are their attitudes
towards life?
.
Are their regional
differences?
How do they consume
news and information?
How they view
technology and its role in
their life?
Where and how do they
shop?
What are they doing for
entertainment?
© 2016 Ipsos
5
Challenge #3: Can you Spot the Difference?
Meet Darcen 1.0
In his 30’s
Income - $1234
Casual Player
Meet Darcen 2.0
In his 30’s
Income - $1234
Casual Player
Shops at Target
Shops on Amazon
Uses apps to find new restaurants
Eats at McDonalds
Goes to craft beer festivals
Hangs out at the mall
Is saving for retirement
No thought for tomorrow
Likes to call people
Likes to Snap people
You can’t be everything to everyone. You want to grow the pie among those where an
opportunity presents itself
But where? And how?
© 2016 Ipsos
6
How Can An 18-34 Segmentation Help?
Those aged 18-34 is a subset of
the general population.
• It consists of Minnesotans of
the same age, however, it is
otherwise heterogeneous.
Segmentation looks for
similarities between people in
this market and clusters them
together into different groups
based on these similarities.
• The resulting segments are
made up of people that are a
lot alike internally.
• While individuals in each
segment are similar,
individuals between
segments are not.
© 2016 Ipsos
18-34 Year Olds
General
Population
18-34 Year Old Segments
7
Segmentation : How do we do it?
Attitudes Towards…..
News
& Information
Entertainment
Technology
Social
Media
Shopping
Career/Finance
Tech-Dependent
Homebodies
Social TrendSurfers
Rational Planners
Traditional RiskTakers
© 2016 Ipsos
8
Addressing the Challenges- The Road Traveled
Phase 5: Presentation and Workshop
- Workshopping new segments
Phase 4: Consumer Behaviors Study
-
Understand behaviors of new segments
Phase 3: Qualitative Review and Segment Naming
- Qualitative Mini Groups: Deep Dive
- Naming the Segments
Phase 2: MN 18-34 Online Survey
- Quantitative Survey
- Segments identified
Phase 1: Qualitative Exploration of 18-34 Attitudes in
Minnesota
- Mini Groups in Duluth, Minneapolis, Mankato
© 2016 Ipsos
9
The world is becoming increasingly MOBILE
89%
81%
77%
FACTS ABOUT 18-34 YEAR OLDS IN MINNESOTA
10
OWN A
SMARTPHONE*
IPSOS HAS DEPLOYED AN APPROACH
CALLED “DEVICE AGNOSTIC”
• OPTIMIZED VIEWING EXPERIENCE
• FRIENDLY NAVIGATION
• REPRESENTATIVE RECRUITING
• ANY DEVICE (TABLET, PHONE, DESKTOP)
• ANY BROWSER
OF THE TIME THE
SMARTPHONE IS
WITHIN ARMS
REACH*
USE THEIR
PHONE ACCESS
THE INTERNET
EVERY SINGLE
DAY*
© 2016 Ipsos
*IPSOS
–GAMING WITH MILLENIALS STUDY-2014
10
SO WHAT ARE THE CHALLENGES?
© 2016 Ipsos
1
18-34 year olds in Minnesota
are playing the lottery less
than they used to
2
How do we understand the
nuance differences that exist
within 18-34 year olds?
3
How and where do we
reach 18-34 year olds in
Minnesota?
11
THE SEGMENTS
© 2016 Ipsos
12
Areas of Consensus - Agree
It is
important for
me to be
financially
stable
It is
important to
own a home
at some point
in your life
© 2016 Ipsos
It is
important in
life to have a
secure job
It is
important to
think about
what I want
in life
I need a job
that allows
for continued
growth
I have longterm
personal
goals
A healthy
work/life
balance is
important to
me
I feel
optimistic
about my
future
13
Areas of Consensus - Agree
Sometimes it
is important
to stay in on
the weekend
to relax
It is
important to
have a
healthy
lifestyle
© 2016 Ipsos
It is
important to
make time
for just
myself
I believe it is
important for
me to develop
my own world
view
It is
important to
budget some
money for
“fun”
Technology
makes my life
more
convenient
Entertainment
helps me
escape from
my day to day
life
Technology
helps me
connect with
people I care
about
14
Areas of Consensus - Disagree
I prefer to
stay close to
home when I
travel
I am more
likely to
purchase a
product if I see
a celebrity I
like actually
using it
© 2016 Ipsos
I consider
myself
morally
opposed to
gambling
I prefer to
communicate
with my
friends using
short videos
or pictures
I never give
out my email
address to
companies
I would
rather have
lots of casual
friends than a
few close
friends
Celebrity
endorsements
influence
what
products I buy
I enjoy
spending
time in large
crowds more
than in small
groups
15
SEGMENT
SUMMARIES
© 2016 Ipsos
16
Definitions of Segments
Minnesota Lottery and Ipsos participated in a Segment Naming Workshop on June 2nd
to understand the segments and come up with the segment names.
1
Rational Planners
© 2016 Ipsos
2
Tech-Dependent
Homebodies
3
Social TrendSurfers
4
Traditional RiskTakers
17
SEGMENTATION SUMMARY
Proportion of Lottery Game Participation & Spending by Segment
% of 18-34 Year Olds
27%
% of PY Spending on Lotteries
11%
21%
Traditional Risk-Takers
10%
Social Trend-Surfers
45%
Tech-Dependent Homebodies
Rational Planners
29%
35%
22%
% of PY Lottery Players
22%
26%
21%
41%
59%
37%
32%
© 2016 Ipsos
% Other gaming – Ever play
48%
18
SEGMENTATION SUMMARY
Rational Planners – Over Index
It is
important for
me to be
financially
stable
It is important
for me to have
a job where I
can contribute
to society
Base: Rational Planners (n=274)
© 2016 Ipsos
It is
important to
have a
healthy
lifestyle
I enjoy planning
what I’m going to
do next weekend
I enjoy planning
for the future
I like to read
reviews
before
making a
purchase
I spend time
thinking
about my
retirement
savings
It is important
to me to take
time to
disconnect
from
technology
Established
Diligent
Research-savvy
Adventurous
Conservative
Rational
19
SEGMENTATION SUMMARY
Rational Planners – Under Index
I enjoy
playing
games on my
smart phone
or on social
media
Gambling can
be a nice
distraction
from my
everyday
routine
Base: Rational Planners (n=274)
© 2016 Ipsos
I am among
the first to
purchase a
new
technology
It’s fun to
gamble even
if I don’t win
I actively avoid
advertisements
whenever
possible
Gambling can be a
fun way to spend
time with friends
Gambling can be a
fun part of an
evening’s
entertainment
I use social
media to find
deals or
promotions (i.e.
contests/
Sweepstakes)
A gambler
A lottery
player
20
SEGMENTATION
Rational Planners
Gender
40%
Age
60%
Male
Female
27.0
30%
37%
18-24
Self Identification Traits
25-29
33%
30-34
Mean
Second
Education
An animal lover
77%
A leader
66%
A homebody
57%
Someone who
lives for the
moment
33%
A risk-taker
30%
A lottery player
8%
5%
Base: Rational Planners (n=274)
© 2016 Ipsos
21%
Income
43%
A concert goer
A gambler
10%
35K or
less
Part-time
39%
Self-employed
Retired
34%
6%
64%
Full-time
Homemaker
75K to
150K
12%
Employment
14%
35K to
75K
150K or
more
57%
Student
Military
Unemployed
but looking
Unemployed
and not looking
11%
5%
3%
0%
13%
0%
4%
1%
21
SEGMENTATION
Rational Planners
I've purchased in
the past month
Any Game
Participation
I've purchased in the last 12
months, but not in the past month
17%
Any Game Purchase Frequency
1%
3%
7%
12%
29%
18%
Lottery Play
I've never heard
of this game
30%
<[VALUE]
Past Year Other Gaming Participation (Top 3 Mentions)
51%
Every draw
Weekly
19%
17%
Past
Month
Past
Year
Past Year Lottery Players
Paper
Pulltabs
16%
12%
Gambling at casinos
in Minnesota or
neighboring states
Purchasing
raffle tickets
Past Year/Month Spending
(Any Game Mean excl. 0)
Every couple of
months
Less than every
couple of months
Any Game
Base: Rational Planners (n=274)
© 2016 Ipsos
34%
I've heard of this game,
but never purchased it
Almost every day
Monthly
49%
I've purchased, but not
in the last 12 months
22%
$17.50
Past Month
Spend
% of Past
Year Spend
11%
$65.50
Past Year
Spend
22
SEGMENTATION SUMMARY
Tech-Dependent Homebodies – Over Index
Technology
helps me
connect with
people I care
about and keep
up with my
friends
When I wake up
in the morning,
one of the first
things I do is
check my social
media accounts
I would
rather do my
shopping
online
Social media is
the primary
way I
communicate
with friends
I find it easy to
hibernate
during winter
I am most likely to
get my news
through my phone
I primarily get my
news from social
media, like
Facebook
I use social
media to
follow brands
I like or to
find deals/
promotions
Homebody
Netflix
Introverted
Hibernators
Base: Tech-Dependent Homebodies (n=223)
© 2016 Ipsos
23
SEGMENTATION SUMMARY
Tech-Dependent Homebodies – Under Index
Exercising is a
chance for
me to have
some alone
time
I like live
music while I
am out with
my friends
I love getting
into nature
and away
from
technology
My ideal
vacation
includes
activities like
hiking, biking
or nature
walks
I like competing
with friends or
family for fun
I watch news
on TV
I would
rather work
with people
than by
myself
I prefer to go
out, rather
than stay
home on the
weekend
I enjoy a
challenge where I
can pit myself
against the odds
Base: Tech-Dependent Homebodies (n=223)
© 2016 Ipsos
24
SEGMENTATION
Tech-Dependent Homebodies
Gender
29%
Age
71%
Male
26.3
Female
40%
26%
18-24
Self Identification Traits
25-29
33%
30-34
Mean
Third
Education
A homebody
83%
An animal lover
78%
A leader
43%
Someone who
lives for the
moment
28%
Income
33%
A concert goer
25%
A risk-taker
14%
26%
35K or
less
A lottery player
8%
A gambler
7%
150K or
more
45%
Part-time
Self-employed
Retired
1%
52%
Full-time
Homemaker
21%
6%
Employment
27%
35K to
75K
75K to
150K
40%
Student
Military
Unemployed
but looking
Unemployed
and not looking
12%
10%
2%
0%
14%
0%
6%
4%
Base: Tech-Dependent Homebodies (n=223)
© 2016 Ipsos
25
SEGMENTATION
Tech-Dependent Homebodies
I've purchased in
the past month
Any Game
Participation
I've purchased in the last 12
months, but not in the past month
20%
Any Game Purchase Frequency
2%
7%
19%
26%
Weekly
Monthly
48%
Lottery Play
I've heard of this game,
but never purchased it
16%
I've never heard
of this game
23%
<[VALUE]
Past Year Other Gaming Participation (Top 3 Mentions)
61%
20%
19%
Past
Month
Past
Year
Past Year Lottery Players
Gambling at casinos
in Minnesota or
neighboring states
11%
11%
Paper
Pulltabs
Purchasing
raffle tickets
Past Year/Month Spending
(Any Game Mean excl. 0)
Every couple of
months
Less than every
couple of months
Any Game
Base: Tech-Dependent Homebodies (n=223)
© 2016 Ipsos
41%
Almost every day
Every draw
I've purchased, but not
in the last 12 months
21%
$18.40
Past Month
Spend
% of Past
Year Spend
10%
$62.80
Past Year
Spend
26
SEGMENTATION SUMMARY
Social Trend-Surfers – Over Index
I prefer to go
out, rather
than stay
home on the
weekend
I enjoy
spending
time in large
crowds more
than in small
groups
Base: Social Trend-Surfers (n=295)
© 2016 Ipsos
I enjoy
playing
games on
social media
I like online ads
that are targeted
specifically to me
I am more likely
to view ads that
show up in one of
my social media
feeds
I am among the
first to purchase
a new
technology
I trust social
media
websites with
my personal
information
Celebrity
endorsements
influence what
products I buy
I am more likely to
purchase a product
if I see a celebrity I
like actually using it
Socialites
Trendy
Brand /Image
conscious
FOMO - want to be
able to/ confidence
to contribute to
conversation
27
SEGMENTATION SUMMARY
Social Trend-Surfers – Under Index
It is
important for
me to be
financially
stable
Sometimes it
is important
to stay in on
the weekend
to relax
Base: Social Trend-Surfers (n=295)
© 2016 Ipsos
It is
important to
think about
what I want
in life
I find it easy to
hibernate
during winter
It is important
to
build/improve
my credit
rating
I actively avoid
advertisements
whenever
possible
A healthy
work/life
balance is
important to
me
Gambling is
wasteful
28
SEGMENTATION
Social Trend-Surfers
Gender
61%
Age
39%
Male
Female
25.4
45%
32%
18-24
Self Identification Traits
25-29
24%
30-34
Mean
Youngest
Education
An animal lover
69%
A leader
57%
Someone who
lives for the
moment
53%
A homebody
41%
A risk-taker
38%
A lottery player
22%
15%
Base: Social Trend-Surfers (n=295)
© 2016 Ipsos
27%
Income
42%
A concert goer
A gambler
26%
35K or
less
33%
32%
25%
4%
50%
Full-time
Part-time
Self-employed
Retired
75K to
150K
10%
Employment
Homemaker
35K to
75K
150K or
more
37%
Student
Military
Unemployed
but looking
Unemployed
and not looking
19%
4%
3%
<1%
15%
<1%
6%
1%
29
SEGMENTATION
Social Trend-Surfers
I've purchased in
the past month
I've purchased in the last 12
months, but not in the past month
Any Game
Participation
I've purchased, but not
in the last 12 months
37%
Any Game Purchase Frequency
6%
7%
Almost every day
17%
Every draw
16%
Weekly
23%
Monthly
I've heard of this game,
but never purchased it
33%
Lottery Play
12%
Less than every
couple of months
Any Game
Base: Social Trend-Surfers (n=295)
© 2016 Ipsos
16%
2%
Past Year Other Gaming Participation (Top 3 Mentions)
70%
37%
19%
Past
Month
Past
Year
Past Year Lottery Players
Gambling at casinos
in Minnesota or
neighboring states
15%
15%
Paper
Pulltabs
Purchasing
raffle tickets
Past Year/Month Spending
(Any Game Mean excl. 0)
Every couple of
months
31%
I've never heard
of this game
$143.20
32%
$40.50
Past Month
Spend
% of Past
Year Spend
35%
Past Year
Spend
30
SEGMENTATION SUMMARY
Traditional Risk-Takers – Over Index
Hunting and
fishing is a
fun source of
recreation –
ideal vacation
When I pay, I prefer to
interact with a store clerk
over a machine
I enjoy the interaction
with a clerk at a store
I feel comfortable asking
store staff about
promotions and deals
Base: Traditional Risk-Takers (n=209)
© 2016 Ipsos
Gambling can be a
fun part of an
evening’s
entertainment, a
fun way to spend
time with friends or
a nice distraction
from my everyday
routine
I actively follow
at least one
Minnesota pro
sports team
It’s fun to
gamble even
if I don’t win
I prefer to pay
with cash over
debit or credit
I enjoy a
challenge
where I can
pit myself
against the
odds
Someone
who lives for
the moment
31
SEGMENTATION SUMMARY
Traditional Risk-Takers – Under Index
I am more
likely to shop
somewhere
with a
rewards/
loyalty
program
I don’t like
taking risks
with my
money
I would
rather do my
shopping
online
I like to post
my vacation
on social
media
I prefer to
pay my bills
online
I’d take a job
that’s the
most fulfilling
over the one
that pays the
most money
I prefer to
pay by
credit/debit
card rather
than pay in
cash
If I purchase
gas, I would
prefer to pay
at the pump
rather than
pay in-store
Base: Traditional Risk-Takers (n=209)
© 2016 Ipsos
32
SEGMENTATION
Traditional Risk-Takers
Gender
71%
Age
29%
Male
Female
27.1
33%
28%
18-24
Self Identification Traits
25-29
39%
30-34
Mean
Oldest
Education
An animal lover
80%
A leader
69%
Someone who
lives for the
moment
67%
A risk-taker
A gambler
A concert goer
Base: Traditional Risk-Takers (n=209)
© 2016 Ipsos
43%
41%
39%
33%
34%
Income
63%
A homebody
A lottery player
28%
35K or
less
39%
Part-time
Self-employed
Retired
19%
2%
55%
Full-time
Homemaker
75K to
150K
4%
Employment
36%
35K to
75K
150K or
more
35%
Student
Military
Unemployed
but looking
Unemployed
and not looking
17%
4%
4%
0%
8%
<1%
8%
2%
33
SEGMENTATION
Traditional Risk-Takers
I've purchased in
the past month
I've purchased in the last 12
months, but not in the past month
Any Game
Participation
51%
Any Game Purchase Frequency
11%
2%
Almost every day
24%
Every draw
17%
20%
Weekly
31%
Lottery Play
I've never heard
of this game
7%
9%
3%
Past Year Other Gaming Participation (Top 3 Mentions)
82%
37%
Past
Month
Past
Year
Past Year Lottery Players
Gambling at casinos
in Minnesota or
neighboring states
30%
Less than every
couple of months
Base: Traditional Risk-Takers (n=209)
18%
Paper
Pulltabs
Purchasing
raffle tickets
Past Year/Month Spending
(Any Game Mean excl. 0)
$221.80
Every couple of
months
Any Game
© 2016 Ipsos
I've heard of this game,
but never purchased it
51%
Monthly
26%
I've purchased, but not
in the last 12 months
$48.90
26%
Past Month
Spend
% of Past
Year Spend
45%
Past Year
Spend
34
LOTTERY GAMES
OVERVIEW
© 2016 Ipsos
35
LOTTERY GAMES OVERVIEW
Lottery Participation
Played past month
Total
(n=1,001)
Tech-Dependent
Homebodies [C]
(n=223)
Rational Planners
[D]
(n=274)
70%
33%
61%
41% AB
20%
17%
82%
31%
37% CD
34%
$130.40
66%
35%
51% BCD
Social TrendSurfers [B]
(n=295)
(among PY players of
any game)
Played past year, not past month
31%
Traditional
Risk-Takers [A]
(n=209)
Adjusted Mean $
Last Year excl. 0
51%
Base: All respondents
$221.80 BCD
$143.20 CD
$62.80
$65.50
Significantly higher than
ABCD other subgroup.
Q26. Which of the following statements best describes your involvement with the following lottery games?
© 2016 Ipsos
36
LOTTERY GAMES OVERVIEW
Past Year Lottery Game Participation
% Played Last Year
Total (n=1,001)
Any Game
65%
Powerball
53%
Scratch Games
44%
MegaMillions
23%
Traditional
Risk-Takers
(n=209)
[A]
Social TrendSurfers
(n=295)
[B]
TechDependent
Homebodies
(n=223)
[C]
Rational
Planners
(n=274)
[D]
82% BCD
70% CD
61% D
51%
66% BCD
53%
52%
44%
69% BCD
46% D
40% D
28%
33% CD
27% CD
16%
17%
Hot Lotto
11%
17% CD
16% CD
5%
5%
Gopher 5
11%
14% CD
18% CD
5%
6%
Northstar Cash
9%
15% CD
13% CD
4%
4%
Progressive Print-n-Play Games
9%
14% CD
15% CD
3%
3%
Daily 3
8%
12% CD
11% CD
5%
3%
All or Nothing
8%
17% CD
12% CD
4%
2%
Lucky for Life
8%
13% CD
15% CD
3%
3%
Base: All respondents
Significantly higher than
ABCD other subgroup.
Q26. Which of the following statements best describes your involvement with the following lottery games?
© 2016 Ipsos
37
Social Media
How Do
We Reach
Them?
Television
Radio /Music
Shopping
Entertainment / Events
© 2016 Ipsos
38
SOCIAL MEDIA
USAGE
© 2016 Ipsos
39
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
BY SEGMENT
Awareness & Usage of Social Media
Platforms
I am registered
with this site
Visited the site, but
am not registered
Aware of the site,
but have not visited
I am not aware
of this site
91%
86%
88%
96% EFH
91%
63%
48%
4% 5%
5% G
8% G
6% G 5% 1%
1%2%
4% G 5%
73%
74% H
78% H
76% H
34% EFG
58%
8%
8%
63% E
60% E
58%
5%
57%
53%
61%
58%
53%
44%
47%
47%
19%
20%
68% EFH
59% EF
63% EH
61% EH
Base: All respondents
12% H
19%
21%
56%
54%
39%
8%
17%
42% FG
21%
30% F
36% F
23%
23%
20%
23%
26%
19%
18%
20%
21%
23%
31%
19%
22%
17%
17%
24%
24%
17%
23%
16%
3%
2%
4% 1%
2%
2%1%
3%
2%
4%
2%
2%
2%
3%
1%
2%
3%
23%
33% FGH
24% G
3%
2%
8% EGH
15%
1%
23% G
1%
40% FGH
26%
18%
21%
30% FG
1%
1%
2%
Significantly higher than
EFGH other subgroup.
B1. Please response for each of the following social networking sites listed below.
© 2016 Ipsos
40
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
BY SEGMENT
Awareness & Usage of Social Media
Platforms (continued)
I am registered
with this site
Visited the site, but
am not registered
53%
37%
35%
35%
11%
12%
15%
10%
5%
9%
4%
6%
5%
14% EGH
8% H
6%
3%
7%
21%
30%
30%
32%
29%
28%
29%
13%
I am not aware
of this site
47% FGH
28%
12%
44%
44% F
46% F
54% F
29%
37%
39% E
36%
Base: All respondents
18%
28% F
32% F
29%
9%
15% GH
14% GH
8% H
2%
17%
18%
17%
18%
16%
31%
62% FGH
3%
2%
6% GH
2%
1%
10%
11%
15% GH
7%
7%
44%
42%
36%
46% F
50% F
36%
29%
30%
47%
51% F
37%
47% F
53% F
26%
21%
18%
37%
24%
20%
23%
26%
12%
16%
25%
27%
27% EGH
11%
9%
10%
14%
9%
14%
23% EGH
50% EF
57% EF
23% EH
26% EH
17%
13%
15%
45%
27%
15%
14%
59% E
58% E
52% E
19%
Aware of the site,
but have not visited
16%
19% G
21% GH
12%
13%
50%
44%
50%
51%
Significantly higher than
EFGH other subgroup.
B1. Please response for each of the following social networking sites listed below.
© 2016 Ipsos
41
18-34 (n=945)
Traditional Risk-Takers [E] (n=138)
Social Trend-Surfers [F] (n=270)
Tech-Dependent Homebodies [G] (n=266)
Rational Planners [H] (n=271)
BY SEGMENT
Activity Participation on Social
Networking Sites (continued)
Several
times a day
Once
a day
A couple of
times per week
64%
61%
56%
Browsing my feed to see what's
new
62%
Share pictures or videos
17%
16% H
26% EGH
18% H
8%
7%
Follow brands, celebrities or
companies I'm interested in
learning about
17%
11%
9%
23% GH
21% GH
9%
9%
Searching the site for specific
news
17%
19% H
22% H
19% H
9%
Participate in a group chat or
message
11%
15% GH
12%
30% H
16% GH
26% H
19% EF
17%
11%
17% GH
11%
19%
15%
12%
14%
12%
10%
26% EGH
15% H
11%
10%
8%
15%
18%
17%
17%
14%
16%
13%
19%
17%
17%
16% H
14%
Base: Those registered with Facebook
15%
11%
9%
18%
16%
18%
14%
15%
12%
Less than
once a week
20%
76% EFH
23%
7%
17%
Once a
week
13%
22%
10%
20%
13%
24%
8%
26%
10%
14%
23% GH
10%
12%
14%
17%
14%
21% F
9%
Never
7%
4% 4% 4%
7%
6% G 4% 6% G
10% G 5% G 4% 6% G
15%
4% 1%3% 2%
8%
4% G 5% 3%
28%
23%
11%
16%
29% F
43% EFG
22%
11%
21%
18%
16%
9%
20% F
27%
23% F
12%
30% F
38% EF
17%
13%
15%
8%
8%
10%
7%
7%
22%
31% FG
13%
21% F
29% FG
23%
23%
16%
21%
31% FG
17%
22%
15%
16%
17%
Significantly higher than
EFGH other subgroup.
B3. How often do you do the following activities through a social networking site?
© 2016 Ipsos
42
18-34 (n=945)
Traditional Risk-Takers [E] (n=138)
Social Trend-Surfers [F] (n=270)
Tech-Dependent Homebodies [G] (n=266)
Rational Planners [H] (n=271)
BY SEGMENT
Activity Participation on Social
Networking Sites (continued)
Once
a day
Several
times a day
15%
18% H
23% H
16% H
6%
9%
Share articles or links
10%
21%
19%
19% EGH
17%
28% FG
9%
11%
7%
7%
5%
18%
17% GH
10% H
10% H
6%
18% GH
12% GH
12% GH
9% H
5%
6% H 3%
22% F
3% 3% 2%2%
18%
Play games
8%
6%
6%
10%
8%
5%
15% GH
7%
16% EGH
13% EGH
4% 3%
8%
11%
4% 3% 5%
7%
23%
Click and view ads
Purchase a product or service
12%
9%
A couple of
times per week
3% 2% 3% 4%
14%
2%2% H 5%H 3%
14%
7% GH 6% GH 7% GH
2%1%2%1%
14%
1%
1%2%
9%
9% EGH
Base: Those registered with Facebook
21%
17%
15% GH
26% F
18% H
Once a
week
12%
26%
18% FH
10%
16%
16% H
17%
8% GH
Less than
once a week
36% EF
52%
14%
72% EFG
8%
16%
74%
74% F
80% F
87% EFG
54% EF
16%
12%
16%
12%
21% EG
17%
17%
29% EF
Never
41%
37%
47%
50% F
48% F
59% FG
31%
54%
Significantly higher than
EFGH other subgroup.
B3. How often do you do the following activities through a social networking site?
© 2016 Ipsos
43
18-34 (n=756)
Traditional Risk-Takers [E] (n=118)
Social Trend-Surfers [F] (n=238)
Tech-Dependent Homebodies [G] (n=211)
Rational Planners [H] (n=189)
BY SEGMENT
Activity Participation on Social
Networking Sites (continued)
Once
a day
Several
times a day
Browsing my feed to see what's
new
Searching the site for specific
news
Follow brands, celebrities or
companies I'm interested in
learning about
Share pictures or videos
Click and view ads
19%
19%
24% H
21% H
10%
10%
11%
15% H
15% H
11% H
4%
9%
11%
13%
15% H
11%
6%
5%
12%
8%
8%
10%
10%
10%
9%
9%
15%
13%
14%
10%
A couple of
times per week
21% H
7%
13%
19% GH
10%
7%
6%
22% EF
Once a
week
Less than
once a week
15%
7%
10%
17% GH
6%
17% F
13%
10%
18%
9%
12%
16%
20% EGH
18% EGH
12%
11%
7%
22% F
12%
24% F
13%
12%
15% H
10%
8%
7%
4%
21% GH
8%
25% F
6%
8%
8%
6%
21%
6% H
11% H
6%
10% G
18%
9% H
11% H
15% EGH
6%
5% H 7% H 3% 3%
23%
1%3% 4% 5%
24%
6%
4%
7%
8%
6%
16%
7%
4% 5%
16%
12% EGH
13% GH
15% EGH
4% H 4% 5% 5%
18%
1%2% 7%
6%
17%
Base: Those registered with YouTube
7%
20%
24% F
7%
20%
18%
14%
31%
33% F
10%
32% F
41% F
36%
40% F
11%
41% F
42% F
38%
37%
14%
41% F
47% F
53%
49%
59% F
63% EF
57%
65% F
65% F
68% F
Never
22%
26%
29%
39%
39%
Significantly higher than
EFGH other subgroup.
B3. How often do you do the following activities through a social networking site?
© 2016 Ipsos
44
18-34 (n=756)
Traditional Risk-Takers [E] (n=118)
Social Trend-Surfers [F] (n=238)
Tech-Dependent Homebodies [G] (n=211)
Rational Planners [H] (n=189)
BY SEGMENT
Activity Participation on Social
Networking Sites (continued)
Several
times a day
Participate in a group chat or
message
Play games
Share articles or links
Purchase a product or service
Once
a day
A couple of
times per week
5% 5% 4% 3%
8%
5% 5% 3% 3%
13% G
8% H
11% GH
8% GH 5% H
4% 2%2%2% 5%
1%2%2%1% 6%
4% 5% 3% 3% 5%
7% GH 4% 4% 4%GH5%
6% GH 10% GH 6% H
8% GH
2%2%2%1% 5%
1%
1%
1%4%
3% 3% 5% 2%
4%GH6% GH5%
6% GH 6% GH
1%
1%2% 8%
1%
1%
1% 8%
10%
4%GH6%
9% GH 5% GH
10%
12%
8%
13%
Base: Those registered with YouTube
Less than
once a week
75%
72% F
85% EF
88% EF
80%
75% F
7%
4% 6%
6%
7%
13%
7% H
7% H
7%
10%
8% H
13% GH
10% GH
3% H 5% H 4% 4%
10%
1%2% 5%
16%
Once a
week
58%
63%
89% EF
94% EF
64%
58%
15%
75% EF
76% EF
78%
76% F
88% EF
89% EF
Never
47%
62%
Significantly higher than
EFGH other subgroup.
B3. How often do you do the following activities through a social networking site?
© 2016 Ipsos
45
18-34 (n=607)
Traditional Risk-Takers [E] (n=76)*
Social Trend-Surfers [F] (n=192)
Tech-Dependent Homebodies [G] (n=166)
Rational Planners [H] (n=172)
BY SEGMENT
Activity Participation on Social
Networking Sites (continued)
Once
a day
Several
times a day
29%
Browsing my feed to see what's
new
Share pictures or videos
Participate in a group chat or
message
Follow brands, celebrities or
companies I'm interested in
learning about
Searching the site for specific
news
Base: Those registered with Snapchat
39%
38%
37%
33%
19%
46% E
12%
40% E
31%
33% E
A couple of
times per week
20%
27%
17%
18%
14%
15%
10%
32%FG
18%
15%
9%
10%
6%
13%
10%
7%
13%
9%
12%
21% EGH
13% G
14% H
5%
12%
4%
10%
6%
17%
12%
11% G
6%
7%
13%
12%
7%
5%
18% EH
13% H
6%
9%
14%
15%
10%
9%
11%
5%
5%
11%
26% EGH
9%
7%
3%
12%
7%
7%
6%
5%
8%
8% H
6%
12% GH 3%
9%
14% GH
11% G
9% GH
5% 3% 3% 3%
8%
2% 6% 3% 2% 7%
Once a
week
9% GH
* Small base size, interpret with caution.
20%
Less than
once a week
11%
18%
19%
5%
15%
8%
15% G
8%
9% F
8%
6%
19%
8%
9%
5%
5%
15% FH
13%
51% F
51% F
10%
57% F
62% FG
68%
63%
78% EF
80% EF
17%
13%
13%
14%
26% EFG
14%
15% F
9%
9%
47%
50%
12%
12%
15%
5%
10%
5%
3% 6%
12%
10%
14%
22%
4%
Never
13%
9%
10%
17%
14%
39%
47%
47% F
29%
50%
Significantly higher than
EFGH other subgroup.
B3. How often do you do the following activities through a social networking site?
© 2016 Ipsos
46
18-34 (n=607)
Traditional Risk-Takers [E] (n=76)*
Social Trend-Surfers [F] (n=192)
Tech-Dependent Homebodies [G] (n=166)
Rational Planners [H] (n=172)
BY SEGMENT
Activity Participation on Social
Networking Sites (continued)
Several
times a day
Play games
5% 3% 3% 3% 4%
8% 2% 3% 3% 6%
8%
8% GH 6%
4% 1%2%1% 5%
1%
1%
1%3%2%
A couple of
times per week
5% 4%
3% 3% 3%
10% GH
3%1%2%2%
2%2%2%2%
5%G 4%
Click and view ads
5%
5%
4%
8%
5%
10% GH
10% GH
9%
7%
88% EF
93% EF
10% E
6%
8%
2% 3% 4% 2% 6%
4% 5% 1% 9%
4%
8% EGH 8% GH 6% GH 7%
1%
1%
1%
1%4%
1%2%1% 6%
Base: Those registered with Snapchat
Once a
week
82%
77%
5% 4% 5% 5%
8%
7% 1%
11%
7% 3%
10%
9% EGH 8%
6%
4% 2%2%2%
10%
2% 3% 3% 4%
7%
Share articles or links
Purchase a product or service
Once
a day
* Small base size, interpret with caution.
80% F
81% F
75%
81% F
83% F
85% F
93% EF
91% EF
Never
69%
72%
71% F
83%
81% F
Less than
once a week
57%
56%
68%
Significantly higher than
EFGH other subgroup.
B3. How often do you do the following activities through a social networking site?
© 2016 Ipsos
47
18-34 (n=579)
Traditional Risk-Takers [E] (n=71)*
Social Trend-Surfers [F] (n=144)
Tech-Dependent Homebodies [G] (n=189)
Rational Planners [H] (n=175)
BY SEGMENT
Activity Participation on Social
Networking Sites
Once
a day
Several
times a day
Browsing my feed to see what's
new
Share pictures or videos
Share articles or links
Follow brands, celebrities or
companies I'm interested in
learning about
20%
17%
26%
17%
19%
A couple of
times per week
14%
15%
15%
16%
10%
9%
7%
12%
8%
6%
6%
11%
11%
16% GH
9%
10%
7%
7%
13%
7%
5% 5%
14%
4%
8%
7%
9%
9%
13% H
8%
6%
4% 5%
8%
8%
7%
7%
15% GH
6%
7%
6%
6%
11%
19%
16%
12%
17%
14%
5%
12%
18%
16%
25% EG
12% H
22%
8%
12%
7%
9%
17%
Once a
week
10%
8%
22%
30% F
12% H
24%
11%
24%
23%
Searching the site for specific
news
Base: Those registered with Pinterest
* Small base size, interpret with caution.
21%
19%
31% F
22%
13%
13%
11%
12%
38%
34%
35%
38%
43%
16%
12%
9%
22%
11%
13%
19%
13% H
18% G
10%
9%
7%
25%
12%
8%
25%
8%
9%
12%
10%
18%
7%
14% H
11%
11%
20%
10%
17% GH
15%
14%
7%
7%
10%
9%
25% FH
7%
4%
14%
9%
14%
25%
Never
43%
37%
38%
42%
50% F
16%
25%
22%
26%
11%
Less than
once a week
17%
11%
41%
44% F
47% F
44% F
27%
43%
38%
34%
43%
51% F
Significantly higher than
EFGH other subgroup.
B3. How often do you do the following activities through a social networking site?
© 2016 Ipsos
48
18-34 (n=579)
Traditional Risk-Takers [E] (n=71)*
Social Trend-Surfers [F] (n=144)
Tech-Dependent Homebodies [G] (n=189)
Rational Planners [H] (n=175)
BY SEGMENT
Activity Participation on Social
Networking Sites (continued)
Several
times a day
Click and view ads
Once
a day
5% 5%
6%
6%
15%
10% GH 3% 10% H 3%
11%
10% GH
8%
9% H
11%
3% 5% 5% 5%
13%
2% 3% 2% 5%
18%
Participate in a group chat or
message
4% 4% 6% 3%
11%
6% 6% GH 4% 3%
17%
7% GH
11% GH
8%
5%
2%1% 5% 2%
9%
2% 6% 4%
10%
Purchase a product or service
3% 2% 3% 3%
15%
5% H3% H 4% 1%
12%
6% H 5% GH 5% 6% GH
2%
0%2% 2%
13%
2% 1%
15%
Play games
Base: Those registered with Pinterest
A couple of
times per week
Once a
week
64%
63% F
15%
70% F
71% F
73%
11%
20%
3% 3% 2%1% 4%
5% 6% H 4% 5%
6% H 8% GH 6% GH 2% 6%
2% 4%
3%2%
1%
1%
2%
1%
1%
* Small base size, interpret with caution.
Less than
once a week
81% EF
79% EF
75%
75% F
81% F
82% F
86%
81%
90% F
96% FGH
Never
48%
65%
58%
58%
72%
Significantly higher than
EFGH other subgroup.
B3. How often do you do the following activities through a social networking site?
© 2016 Ipsos
49
TELEVISION
© 2016 Ipsos
50
BY SEGMENT
Skipping Through Advertising During Recorded TV
18-34 (n=1,041)
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
All of the time
30%
26%
25%
36%
34%
Most of the time
29%
30%
28%
28%
31%
12%
20%
10%
12%
6%
8%
2%
2%
3%
5%
1%
1%
-
-
<1%
-
25%
15%
24%
20%
Some of the time
Rarely
Never
Don't remember
I don't watch recorded TV
14%
4%
2%
0%
20%
Base: Respondents 18 to 34
C1. When you watch recorded TV, how often do you typically skip through the ads?
© 2016 Ipsos
51
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
BY SEGMENT
Television Program Viewing Frequency
Frequently (at least
once per week)
Occasionally (a few
times per month)
30%
Local news
Sports
Reality shows
21%
27%
15%
Cooking shows/
Food Network
29%
30% G
38% G
22%
19%
13%
Science fiction
24%
41% GH
35% GH
21% H
32% G
19%
18%
21%
19%
17%
20%
25%
22%
22%
19%
22%
24%
24%
24%
33% EGH
19%
22%
22% H
21%
14%
28% G
27%
28%
26%
26%
21%
25%
28%
23%
31% FH
22%
24%
21%
Rarely (once a
month or less)
24%
25%
26%
20%
19%
22%
30%
27% E
21%
23%
23%
16%
22%
26%
29%
28%
26%
25%
35% FH
26%
23%
25%
39% EFH
23%
27%
30%
25%
33% G
26%
32%
Base: All respondents
Never
13%
14%
20%
26%
24%
20%
21%
25%
28% F
26% F
33% F
16%
26%
25% E
25% E
33% EFG
14%
26%
24%
24%
29%
27%
Significantly higher than
EFGH other subgroup.
C2. For each of the following types of TV programs please indicate if you frequently, occasionally, rarely, or never watch each type.
© 2016 Ipsos
52
BY SEGMENT
Television Program Viewing Frequency (continued)
Frequently (at least
once per week)
Home improvement
shows
Game shows
Morning shows
Talk shows
18%
22%
21% H
15%
15%
16%
21% GH
21% GH
13%
11%
12%
14%
19% GH
8%
9%
8%
13%
Occasionally (a few
times per month)
23%
20%
23%
25%
20%
19%
15%
14%
11%
18%
10%
19%
20% EGH
9%
15%
6%
15%
25%
33% GH
33% GH
26%
22% EGH
26%
24%
31%
32%
33% FG
30%
34% F
31%
28%
27%
25%
34% EF
35% EF
45%
25%
54% EF
53% EF
41% F
46% EF
Base: All respondents
19%
20%
40%
31%
37%
29%
Never
30%
27%
28%
37% EFH
28%
24%
24%
29%
32%
37%
23% GH
Rarely (once a
month or less)
27%
26%
25%
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
34%
26%
Significantly higher than
EFGH other subgroup.
C2. For each of the following types of TV programs please indicate if you frequently, occasionally, rarely, or never watch each type.
© 2016 Ipsos
53
RADIO / MUSIC
© 2016 Ipsos
54
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
BY SEGMENT
Radio Services Usage (Hours Per Day)
Less
than 1
0
AM/FM
Streaming
(i.e. Pandora, Spotify,
Apple Music)
14%
9%
13%
18% E
13%
20%
24%
18%
24% H
16%
1-2
3-4
4-5
More
than 7
6-7
31%
29%
29%
22%
31%
10%
18% EGH
27%
31%
26%
35% F
38% F
23%
21%
24%
19%
18%
20%
28% G
28% F
67%
Satellite radio
(i.e. Sirius)
5% 3%
8%
5%
3% 5% H
10%
7%
7%
3%
8%
7%
14%
3% 4% H
8%
4%
12%
6% 1% 5% 4%
13%
75% F
Podcasts
10%
4% 3% 5% 5%
4% 6% H 5%
7%
7% G 3% 6%
7%
6% 3% 3% H 4% 4%
6%
4% 1% 4% 4%
13%
12%
14%
25%
22%
55%
16% E
72% F
70% F
74%
72% F
59%
12% H
82% EF
84% EF
Base: All respondents
I don’t listen
to the radio
8%
12%
12%
12%
9%
11%
14% EGH
9%
4% 1%1% 1% 5%
7% 1%1% 2% 7%
5% G 3% 2% H 1% 7%
8% 2% 1% 1% 4%
8%
5% G1% 4%
7%
3%1%1%1% 5%
4% 4% 1%1%2% 7%
4% H 3% GH 1% 1% 7%
8%
4% 2%1% 4%
7%
4% 1%1% 4%
Significantly higher than
EFGH other subgroup.
C3. On a typical day, about how many hours do you spend listening to these types of radio services?
© 2016 Ipsos
55
BY SEGMENT
Online Music Services Current Use and Preference
Currently Use
75%
79%
75%
79%
Prefer To Use
45%
38%
42%
Pandora
66%
50%
57%
51%
48%
34%
Spotify
24%
37%
14%
15%
Apple Music
17%
21%
18%
20%
26%
Google Play
Music All Access
11%
15%
3%
2%
1%
4%
5%
3%
6%
2%
4%
3%
57%
50%
30%
34%
31%
32%
7%
5%
11%
8%
4%
5%
9%
6%
4%
4%
Amazon/
Amazon Prime
Music
3%
2%
1%
4%
4%
iHeartRadio
2%
3%
1%
2%
2%
18-34 (n=780)
Traditional Risk-Takers [E] (n=112)
Social Trend-Surfers [F] (n=230)
Tech-Dependent Homebodies [G] (n=200)
Rational Planners [H] (n=238)
Base: Listen to radio streaming services
C4. Which of the following online music services do you currently use? Then, please indicate which service you most prefer to use.
© 2016 Ipsos
56
BY SEGMENT
Radio Usage Location
Traditional
Risk-Takers
(n=149)
[E]
Social TrendSurfers
(n=285)
[F]
TechDependent
Homebodies
(n=267)
[G]
Rational
Planners
(n=287)
[H]
91%
86%
87%
94%
54%
64%
53%
55%
41%
46%
37%
44%
1%
1%
1%
1%
2%
Nothing
<1%
-
-
1%
-
Don't know
<1%
-
<1%
-
-
18-34 (n=989)
In the car
89%
At home
57%
At work
Other
42%
Base: Listen to the radio
C5. Where do you listen to the radio?
© 2016 Ipsos
57
BY SEGMENT
Weekday Radio Usage
18-34 (n=989)
Morning (6 am-10 am)
65%
Midday (10 am-3 pm)
42%
Afternoon (3 pm-7 pm)
63%
Evening (7 pm-Midnight)
Overnight (Midnight-6 am)
I don't listen to the radio on
weekdays
34%
7%
3%
Traditional
Risk-Takers
(n=149)
[E]
Social TrendSurfers
(n=285)
[F]
TechDependent
Homebodies
(n=267)
[G]
Rational
Planners
(n=287)
[H]
59%
63%
60%
76%
47%
42%
45%
37%
67%
58%
62%
67%
36%
43%
30%
30%
9%
10%
6%
4%
3%
3%
4%
2%
Base: Listen to the radio
C6. Thinking of an average weekday, when do you usually listen to the radio?
© 2016 Ipsos
58
BY SEGMENT
Weekend Radio Usage
18-34 (n=989)
Morning (6 am-10 am)
23%
Midday (10 am-3 pm)
46%
Afternoon (3 pm-7 pm)
51%
Evening (7 pm-Midnight)
Overnight (Midnight-6 am)
I don't listen to the radio on
weekends
39%
10%
18%
Traditional
Risk-Takers
(n=149)
[E]
Social TrendSurfers
(n=285)
[F]
TechDependent
Homebodies
(n=267)
[G]
Rational
Planners
(n=287)
[H]
20%
25%
20%
25%
50%
43%
49%
45%
54%
55%
50%
46%
39%
44%
35%
37%
15%
16%
8%
5%
13%
11%
22%
23%
Base: Listen to the radio
C7. Thinking of an average weekend, when do you usually listen to the radio?
© 2016 Ipsos
59
18-34 (n=989)
Traditional Risk-Takers [E] (n=149)
Social Trend-Surfers [F] (n=285)
Tech-Dependent Homebodies [G] (n=267)
Rational Planners [H] (n=287)
BY SEGMENT
Radio Program Listening Frequency
Frequently (at least
once per week)
34%
Pop
35%
Rock
Country
Hip hop/rap
Alternative
33%
32%
36%
Occasionally (a few
times per month)
45%
24%
26%
20%
28%
31% G
34% G
28% G
27%
23%
28%
27%
29%
28%
31%
53% EH
46% E
43%
26%
26%
45% FG
31%
38% GH
39% GH
Rarely (once a
month or less)
22%
15%
25%
20%
24%
26%
28%
23%
31% G
30%
30% EG
11%
16% F
20%
19%
23%
16%
12%
13%
27%
24%
26%
14%
21% GH
19%
16%
12%
14%
22%
32% G
29%
12%
45% F
44% F
19%
20%
18%
15%
21% F
12%
14%
15%
19%
14%
17%
23% E
20%
17%
38%
36% F
15%
24%
9%
19%
22%
22%
27% F
Never
20%
20%
19%
Base: Listen to the radio
26%
25%
27%
31%
27%
17%
26%
27%
22%
33% FH
22%
Significantly higher than
EFGH other subgroup.
C8. For each of the following types of radio programs, please indicate if you frequently, occasionally, rarely, or never listen to each type.
© 2016 Ipsos
60
18-34 (n=989)
Traditional Risk-Takers [E] (n=149)
Social Trend-Surfers [F] (n=285)
Tech-Dependent Homebodies [G] (n=267)
Rational Planners [H] (n=287)
BY SEGMENT
Radio Program Listening Frequency (continued)
Frequently (at least
once per week)
R&B
News or newstalk
Sports or sports talk
Adult contemporary
17%
18% G
23% G
11%
17% G
15%
10%
19% EG
11%
16%
Occasionally (a few
times per month)
23%
19%
17%
13%
14%
12%
16% G
10%
22% GH
8%
6%
9%
11%
10%
11%
10%
11%
10%
12%
31% EH
24%
18%
20%
20%
17%
24%
26%
23%
25%
20%
29% G
15%
16% G
17% G
26%
20%
42% F
41% F
48%
46%
24% G
60% EFH
21%
38%
40%
62% F
23%
25%
22%
49% F
59%
55% F
77% EFH
Never
35%
36% F
24%
19%
15%
20% G
22% EGH
22%
18%
29% EG
15%
22% G
Rarely (once a
month or less)
45%
46%
55% FH
36%
45% F
Base: Listen to the radio
Significantly higher than
EFGH other subgroup.
C8. For each of the following types of radio programs, please indicate if you frequently, occasionally, rarely, or never listen to each type.
© 2016 Ipsos
61
SHOPPING
© 2016 Ipsos
62
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
BY SEGMENT
Store Type Shop Frequency
4%
Convenience stores
16%
2%
3%
Supermarkets 3%
2%
1%
Independently owned
local businesses
25% FGH
Less than once
a month
10%
19%
26% GH
27% GH
25%
17%
26%
12% E
27%
12%
34%
35%
29%
25%
22%
32%
26%
38%
23%
25%
17% GH
18%
29%
18%
25% G
17%
24%
26%
24%
17%
19%
16%
37% EFH
19%
Base: All respondents
D1. Thinking of the various products you use around your home, such as groceries, snacks, and various household items, how
often do you shop at each of the following types of stores?
© 2016 Ipsos
7%
4%
7%
7%
10% E
4% 1%
5%F1%
2%2%
5% F
5% F1%
11%
7%
4%
16% FH
5%
5%
9%
7%
3%
12%
9%
6% H
9%
6% 2%
25%
36%
12%
10%
8%
9%
10%
6%
9%
22%
28%
25%
39% EG
17%
18%
21% G
14%
15%
6%
12%
10%
9%
20% EF
29% EFG
32% F
35%
30%
Never
18%
26%
29%
20%
11%
Once a
month
25%
24%
19%
25%
29%
1% 6%
3% GH 7%
3% GH 7%
4%
8%
7%
A few times
a month
20%
9% GH
6% H
17% H
2% H
15% H
9%
13%
3%
5% H
Big box stores such as 5% H
Target or Wal-Mart
3%
1%
Once a
week
Several
times a week
Daily
28% F
15%
14%
15%
18%
12%
Significantly higher than
EFGH other subgroup.
63
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
BY SEGMENT
Store Type Shop Frequency (continued)
Daily
Natural food stores
Drug stores or
pharmacies
Warehouse club
stores such as Costco
or Sam's Club
Once a
week
Several
times a week
1% 4%
8%
12%
8%
8%
2%
2% H 9% EGH
13% G
1% 4%
9%
6%
3%
8% G
9%
A few times
a month
10%
12% G
14% G
3%
10%
3%
9%
1% 6% GH
2% 6%
2%
8%
17%
16%
16% GH
15%
15%
45% FH
24%
25%
45% FH
38% EF
28%
21%
22%
29%
28%
30% H
25%
22%
20%
34% F
34% F
16%
17%
23% GH
23%
23%
17%
28%
30% F
25%
20%
40% FH
34% F
Base: All respondents
D1. Thinking of the various products you use around your home, such as groceries, snacks, and various household items, how
often do you shop at each of the following types of stores?
© 2016 Ipsos
20%
39% FH
28% F
30%
25%
17%
32%
14%
17%
31% FG
13%
13%
29%
33% F
23%
14%
11%
14%
9%
11%
12%
20%
21%
22%
16%
16%
Never
34%
25%
18% EGH
9%
34% EF
25%
22%
3%
11%
14%
4% G
10%
19%
Farmers markets (in
19% EGH
season) 1% 5% G
1% 5%
11%
12%
4% G
9%
15%
Less than once
a month
31%
13% G
1% 4%
9%
1% 5% H
8%
1% 7% H
4% H 6%
1%
9%
Once a
month
24%
Significantly higher than
EFGH other subgroup.
64
BY SEGMENT
Payment Method Used Most Often In Store
18-34 (n=1,041)
Debit card
48%
Credit card
35%
Cash
15%
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
46%
40%
61%
44%
17%
34%
31%
49%
35%
21%
8%
6%
Gift Card
1%
-
2%
-
<1%
Pay with mobile device (i.e.
Apple Pay, Google Wallet)
1%
2%
3%
<1%
1%
Check
<1%
1%
1%
<1%
-
Don't know
<1%
-
<1%
-
<1%
Base: Respondents 18 to 34
D2. Thinking of all the purchases you make in-store, which of the following payment methods do you use most often?
© 2016 Ipsos
65
BY SEGMENT
Online vs. In-Store Shopping
Proportion (Mean excl. 0)
18-34 (n=1,041)
In-store
Online
73%
29%
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
77%
69%
75%
74%
27%
33%
27%
27%
Base: Respondents 18 to 34
D3. Of all the shopping you do, what proportion do you do online vs. in-store?
© 2016 Ipsos
66
BY SEGMENT
Coupon Usage
18-34 (n=1,041)
I use them when it's convenient
46%
I love them and use them
whenever I can
I can't find them for the things I
like to buy
They're more trouble than
they're worth
38%
10%
7%
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
55%
39%
45%
51%
31%
43%
39%
35%
9%
10%
12%
8%
5%
9%
5%
7%
Base: Respondents 18 to 34
D4. Which statement comes closest to your use of coupons?
© 2016 Ipsos
67
BY SEGMENT
Preferred Method of Receiving Coupons
18-34 (n=873)
I prefer coupons I can download
on my mobile device
I prefer coupons on paper
I don't care if they're electronic
or on paper
33%
25%
42%
Traditional
Risk-Takers
(n=138)
[E]
Social TrendSurfers
(n=249)
[F]
TechDependent
Homebodies
(n=232)
[G]
Rational
Planners
(n=254)
[H]
17%
37%
32%
38%
28%
30%
22%
22%
54%
33%
46%
40%
Base: Those who use coupons at their convenience/whenever they can
D5. How do you like to get coupons?
© 2016 Ipsos
68
BY SEGMENT
Primary Payment Method When Purchasing Gasoline
18-34 (n=1,041)
Pay at pump
66%
Pay clerk inside
Pay clerk outside at walk-up
window
I don't usually purchase gas
25%
2%
7%
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
27%
62%
71%
87%
59%
27%
21%
10%
2%
3%
<1%
<1%
12%
8%
8%
3%
Base: Respondents 18 to 34
D6. When buying gasoline, what is your primary method of payment?
© 2016 Ipsos
69
EVENTS &
ENTERTAINMENT
OPTIONS
© 2016 Ipsos
70
BY SEGMENT
Source(s) of Information Regarding Entertainment Options
18-34 (n=1,041)
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
Social Media
65%
58%
63%
74%
62%
From friends or family
65%
66%
53%
68%
72%
54%
55%
68%
67%
53%
51%
41%
43%
47%
39%
34%
41%
27%
27%
29%
35%
Online (i.e. own personal
search)
62%
Television
46%
Radio
40%
Online (websites that notify you
of upcoming events)
30%
At an event
17%
15%
19%
12%
19%
Coupons
17%
16%
22%
11%
16%
Billboard
10%
15%
14%
6%
8%
Direct mail
10%
7%
15%
7%
8%
1%
2%
<1%
-
1%
<1%
-
<1%
<1%
-
Other
Don't know
Base: Respondents 18 to 34
E1. Where do you look to find out about entertainment options?
© 2016 Ipsos
71
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
BY SEGMENT
Minnesota Event Participation
I’ve attended this
event, but not in
the past year
I attended this event
in the past year
Minnesota State Fair
Red Bull Crushed Ice
Uptown Art Fair
I’m not interested
in this event
64%
61%
61%
65%
69%
Mall of America
Minnesota
Renaissance Festival
I’d like to attend this
event, but haven’t
had the chance
38%
7%
5%
9%
7%
12% EGH
3% 3%
6% G
11% G
24%
26%
20%
27% F
24%
48%
46%
54% G
14%
17%
18% G
11%
12%
33%
32%
26%
42% EFH
54% G
30%
29%
23%
32% F
36% F
11% G
24%
6%
13%
5%
5%
22%
9% G
15% E
3%
10%
18%
5%
18% EG
30%
28%
28%
31%
34% G
31% G
36%
22%
23%
25% G
21%
18%
29% EFH
21%
22% F
37%
28%
16%
21%
18%
15%
17%
E2. Below you'll see a list of events that take place in Minnesota during the year. For each one, please select the response that
best represents your experience with that event.
5%
5% 2%
9% GH 4% 1%
6% EGH
9% GH 4%
4% 4%
1% 6% 1%
12%
5% 2%
18% H
4%
12%
4% 5%
13%
7% 1%
9%
6%
31%
Base: All respondents
© 2016 Ipsos
I’m not familiar
with this event
21%
19%
14%
24% E
22% E
6%
4%
12% EGH
5%
2%
33%
36% H
29%
42% FH
26%
41%
48% H
38%
48% FH
35%
Significantly higher than
EFGH other subgroup.
72
18-34 (n=1,041)
Traditional Risk-Takers [E] (n=160)
Social Trend-Surfers [F] (n=305)
Tech-Dependent Homebodies [G] (n=277)
Rational Planners [H] (n=298)
BY SEGMENT
Minnesota Event Participation (continued)
I’ve attended this
event, but not in
the past year
I attended this event
in the past year
5%
9%
1%
9%
6% EG
10%
Basilica Block Party
2% 6%
7% EG
9%
WE Fest
Soundset
30%
33%
31%
1% 4%
1%2%
Bayfront Blues 2% 6%
EG
Festival
1%
2% 7%
2% 4%
16%
18% G
24%
30% G
21% G
21%
19% G
25% G
16%
13%
41% EF
18%
16%
17%
47% FH
44% EF
47%
47% F
15%
14%
16%
21%
53% F
50% F
55%
62% F
65% FH
37%
45%
51%
59%
Base: All respondents
E2. Below you'll see a list of events that take place in Minnesota during the year. For each one, please select the response that
best represents your experience with that event.
© 2016 Ipsos
29%
52%
60%
59%
71% EFH
29%
23%
19%
21%
30% EFH
22%
23%
25%
20%
11%
20%
21%
18%
34%
I’m not familiar
with this event
37%
47% FH
16%
43% GH
34% GH
30% GH
21%
I’m not interested
in this event
18%
20%
39% G
3%
7%
25%
5% GH 6%
26%
6% GH
11% G
1%3%
22%
1% 7% G
22%
2% 5%
0%3%
22%
Rock the Garden 6% EGH 8% G
0%2%
17%
1% 6% G
14%
36% G
25%
3%
9%
4% G
10% G
6% GH
14% GH
1% 4%
25%
2% 7%
26%
I’d like to attend this
event, but haven’t
had the chance
Significantly higher than
EFGH other subgroup.
73
BY SEGMENT
Impression of Minnesota Based Events
% Love it
18-34 (n=varies)
Rated 5, 6, 7 on 7-point scale
Minnesota State Fair
78%
Mall of America
70%
Minnesota Renaissance Festival
52%
Red Bull Crushed Ice
49%
Basilica Block Party
44%
Soundset
40%
% Love it (Rated 5, 6, 7 on 7-point scale)
Traditional
Risk-Takers
(n=varies)
[E]
Social TrendSurfers
(n=varies)
[F]
TechDependent
Homebodies
(n=varies)
[G]
Rational
Planners
(n=varies)
[H]
82%
80%
74%
75%
70%
77%
72%
64%
64%
48%
50%
50%
55%
54%
39%
49%
27%*
46%
39%
51%
41%*
46%
34%
38%
Rock the Garden
38%
27%*
38%
30%*
47%
Uptown Art Fair
37%
29%*
44%
33%
36%
41%
39%
28%
31%
24%*
31%
17%*
33%
WE Fest
Bayfront Blues Festival
Base: Have experienced [INSERT EVENT]
34%
28%
* Small base size, interpret with caution.
E3. Using the scale below, please rate your overall opinion of the events you said you have heard about or attended. Even though
you may not have attended, we still want to know what your impression is.
© 2016 Ipsos
74
BY SEGMENT
Sports Entertainment Participation
18-34 (n=1,041)
% Attended a Game
in the Past Year
Minnesota Twins
34%
Minnesota Wild
19%
Minnesota Vikings
16%
University of Minnesota sports
14%
Minnesota Timberwolves
A rodeo
12%
7%
% Attended a Game in the Past Year
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
31%
40%
21%
43%
21%
23%
8%
25%
18%
20%
9%
16%
15%
21%
4%
16%
8%
20%
4%
14%
8%
11%
5%
4%
Minnesota auto racing
5%
9%
11%
1%
2%
Minnesota Lynx
4%
4%
7%
2%
3%
Minnesota United Soccer
4%
3%
9%
1%
3%
Base: All respondents
E4. For each item indicate (a) if you have attended a game in the past year, (b) if you've watched a game on TV in the past year,
and (c) if you regularly follow news articles/stories for that team.
© 2016 Ipsos
75
BY SEGMENT
Sports Entertainment Participation (continued)
18-34 (n=1,041)
% Watched a Game on TV
in the Past Year
Minnesota Vikings
51%
% Watched a Game on TV in the Past Year
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
57%
50%
44%
56%
Minnesota Wild
41%
47%
43%
27%
48%
Minnesota Twins
40%
45%
45%
30%
42%
Minnesota Timberwolves
26%
28%
35%
15%
25%
University of Minnesota sports
25%
28%
31%
15%
25%
17%
16%
9%
11%
Minnesota Lynx
13%
Minnesota United Soccer
7%
8%
11%
3%
7%
Minnesota auto racing
6%
8%
12%
2%
4%
A rodeo
6%
7%
11%
1%
5%
Base: All respondents
E4. For each item indicate (a) if you have attended a game in the past year, (b) if you've watched a game on TV in the past year,
and (c) if you regularly follow news articles/stories for that team.
© 2016 Ipsos
76
BY SEGMENT
Sports Entertainment Participation (continued)
18-34 (n=1,041)
% Regularly Follow News
Articles/Stories
Minnesota Vikings
23%
% Regularly Follow News Articles/Stories
Traditional
Risk-Takers
(n=160)
[E]
Social TrendSurfers
(n=305)
[F]
TechDependent
Homebodies
(n=277)
[G]
Rational
Planners
(n=298)
[H]
26%
26%
17%
24%
Minnesota Twins
20%
23%
21%
15%
24%
Minnesota Wild
20%
24%
24%
12%
23%
University of Minnesota sports
15%
16%
20%
8%
16%
Minnesota Timberwolves
14%
16%
22%
9%
12%
7%
16%
7%
10%
6%
13%
3%
8%
Minnesota Lynx
Minnesota United Soccer
10%
8%
Minnesota auto racing
6%
9%
9%
2%
4%
A rodeo
5%
5%
12%
-
3%
Base: All respondents
E4. For each item indicate (a) if you have attended a game in the past year, (b) if you've watched a game on TV in the past year,
and (c) if you regularly follow news articles/stories for that team.
© 2016 Ipsos
77
KEY TAKEAWAYS
© 2016 Ipsos
78
KEY TAKEAWAYS
How To Reach These 18-34 Year Old Segments?
Social
Media
•
Facebook remains king for registrations, and is followed by YouTube as the secondary
network, with tertiary social networks including SnapChat, Google +, Pinterest, Twitter,
Instagram and LinkedIn.
•
Social Trend Surfers – over index on almost EVERYTHING; from browsing feeds to catch up on
news, to sharing pictures and video, group chats, clicking on ads, following brands, playing
games, and purchasing products. If Social Media offers it, they do it.
•
TV
© 2016 Ipsos
Despite some social media channels having more registrations from other segments,
including Pinterest which appeals to Tech-Dependent Homebodies and Rational
Planners, and LinkedIn for Rational Planners, Social Trend Surfers are still more active
•
Three-in-five skip through ads on recorded TV, but it’s the Traditional Risk Takers, and the Social
Trend Surfers who are least likely to do this
•
Traditional Risk Takers – peaking interest in watching TV news and Sci-fi
•
Social Trend Surfers – their love of celebrities is matched with their love of reality TV shows
•
Interestingly, our Tech Dependent Homebodies are lower on the scale for home improvement
shows, game shows, morning shows, and talk shows.
79
KEY TAKEAWAYS
How To Reach These 18-34 Year Old Segments?
Radio
•
While most still listen to traditional radio (AM/FM), in terms of the number of hours per day
that 18-34 year olds are engaged, its streaming music that has greater concentration.
•
Pandora use is prevalent for streaming radio, followed by Spotify. Where preference for
Pandora is evident across most segments, Social Trend Surfers have similar levels of preference,
shared between Pandora and Spotify.
•
In terms of music preference, most are fans of Pop, but Social Trend Surfers are more interested
in rock.
•
The car is the most likely place to listen to the radio, with Rational Planners listening in the car
on their way to work. Opportunities exist to reach both Traditional Risk Takers and Social Trend
Surfers for late night radio opportunities, both during the weekdays and over the weekend.
•
Convenience stores, big box outlets and Supermarkets are the most visited locations, with
Traditional Risk Takers more partial to Convenience stores, while Social Trend Surfers and
Tech-Dependent Homebodies more likely to visit Big Box Stores and Supermarkets.
•
•
While the debit card followed by credit card is the most used form of payment, Rational
Planners get out the credit card most often. For Traditional Risk Takers, the option of cash is
also high
•
Of all shopping, most is done in-store, with Traditional Risk Takers the least likely to shop
online. Almost all shop online, but this trends higher among the Social Trend Surfers
•
•
Gas at the pump is the domain of the Traditional Risk Taker
Shopping
© 2016 Ipsos
Tech Dependent Homebodies are not going to visit more niche, specialized stores such
as independents, natural food locations, or farmers markets
Use of coupons is dependent upon access and convenience, with many preferring the option
of electronic
80
KEY TAKEAWAYS
How To Reach These 18-34 Year Old Segments?
•
There are 3 major sources of information for entertainment options; Social Media, Word
of Mouth from family/friends, and personal online searches.
•
Mall of America and the State Fair have the greatest level of attendance, but there are
other niche opportunities for different segments;
•
•
Entertainment
•
Social Trend Surfers – Red Bull Crushed Ice, Rock The Garden and WE Fest
Crossover opportunities exist at Basilica Block Party for Social Trend Surfers and
Rational Planners
In terms of sporting events, the Twins are the most attended, but it’s the Vikings that grab
the greater attention in terms of TV and following news articles
•
There are however some niche opportunities to grow among key player segments
Traditional Risk Takers and Social Trend Surfers, particularly around the Minnesota
Lynx, and Auto Racing.
The Untrained Cashiers have a heavy reliance on the Trained Cashiers, so without the
Trained Cashiers issue resolution could be a concern when there are technical LX2.0
issues. Untrained Cashiers did not know what steps to take as it was not part of their
training (if they received it) which could cause unnecessary delays. There’s also a risk of
a breakdown in knowledge with LX2.0 if the Trained Cashiers were to ever leave the
store/quit the company.
© 2016 Ipsos
81
Next Steps
Workshop
Collaborative effort to bring the segments to life
Tracking
Incorporated in to ongoing tracking so the Lottery can monitor
shifts in segment patterns and segment sizes over time
Business Plan
With support from Ipsos, The Lottery can use segments to target
efforts and grow the business
© 2016 Ipsos
82
THANK
YOU
PAUL LAUZON
SENIOR VICE PRESIDENT
© 2016 Ipsos
JASON ALLSOPP
VICE PRESIDENT
DARCEN ESAU
ASSOCIATE VICE PRESIDENT
ROSE WONG
RESEARCH MANAGER
83