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Engaging young audiences
Who are the millennials and how successful are museums at engaging them?
Just like the baby boomer and generation X, the term millennial was coined to signal not only a people of a particular age group but a distinct set of lifestyles, attitudes and social habits shaped by the times they grew up in.
Even now, nearly 16 years after the start of the new millennium, it sounds futuristic, which is appropriate for a cohort that appears to live life at a super-charged pace, in no small part due to the central role technology plays in all aspects of their lives.
Who are they?
Researchers generally identify millennials – also known as generation Y – as born between the early 1980s and the early 2000s. The specific parameters vary, with some using 18-34 and others 18-35.
In Europe, according to the Pew Research Center in the US, the term denotes young people who came of age politically, economically and socially as the 21st century – and the new millennium – began.
They make up almost a quarter (24%) of the adult population of the European Union’s 28 countries, according to Pew, and in many countries are easily outnumbered by the over 50s.
In the US, by contrast, millennials account for 27% of the population and were expected to overtake baby boomers as the largest generation in 2015.
In the UK, they make up a quarter of the population and there will be around 17 million 16 to 34-year-olds by 2019.
What else do we know about them?
Commentators frequently note that millennials behave differently from their parents and grandparents in their approach to work, family and happiness, as well as religion and politics.
A report by Censuswide for marketing specialists Inkling shows that 77% of UK millennials see being physically and mentally healthy as the key necessity for living a happier, more fulfilled life. They also value job satisfaction and enjoyment above having friends and an active social circle.
Volunteering and making a positive contribution to the community ranked bottom in terms of happiness factors, but what could be perceived as a lack a social conscience is not overshadowed by materialism. A relatively modest 41% thought wealth was important for happiness and only a quarter of those surveyed expressed concern about buying a house.
According to data from the Pew Research Center more than half of British millennials (53%) say they are satisfied with the direction of the country, compared with 34% of older people.
Why is there so much interest in them?
Economics is one reason. Businesses want to understand who millennials are in order to capitalise on their interests and habits. It has been noted, for example, that millennials talk and share a lot about companies and brands via social media, which makes them key influencers as well as a target market. One survey in the US suggests large numbers of millennials follow brands or companies on Facebook, YouTube and Twitter.
Do they visit museums?
In the UK, visitor numbers to museums overall are stable, according to the Department for Culture, Media and Sport’s Taking Part survey, which also highlighted a rise in visitors to national museums in 2015.
But the findings also show that the age profile of new visitors is increasing, with 22% aged 65 or above. By way of contrast only 16% of former visitors who had stopped going to museums and galleries were in the age group.
In the US, there are worries about the fall in attendance at museums generally and in particular about the decline in younger visitors. Research by the National Endowment for the Arts, among others, has indicated that millennials are turning their backs on museums and, therefore, will be less likely to take their own children.
When it comes to visiting museums, galleries and engaging in other cultural pursuits together, millennials are more likely to look for a social angle – an opportunity to mix with others – rather than be motivated by the desire to learn about a named collection.
Technology
Is it true that millennials are obsessed with technology?
This is rather like asking whether they are keen on eating or breathing. This generation grew up with the internet and, even more importantly, access to it on-the-move through mobile phones. The vast majority (90%) of 16-24 year olds own a smartphone, according to telecoms watchdog Ofcom.
Technology is woven into their lives so deeply that, in many cases, it would be almost impossible to separate it out from the rest of their lives.
Most millennials are probably on Facebook, but not exclusively. Ofcom says young adults aged 16-24 have a more extensive breadth of use of social media and are adopting newer sites and services such as Twitter (40%), WhatsApp (37%), YouTube (32%), Instagram (35%), Snapchat (26%), Tumblr (8%) and Vine (4%).
However, the majority (97%) of all adults aged 16 and over with a social media profile say they use Facebook.
Separate research by the BBC found that 16 to 24-year-olds preferred to check WhatsApp than Twitter when they wake up in the morning.
How can museums accommodate the needs of millennials?
If millennials are keen socialisers who want to be entertained and mingle with their friends when they go for a cultural experience, then museums need to capitalise on those needs – as some are doing already with evening events.
They might also think about seeing millennials as marketing tools or brand ambassadors, people who can promote the institution and its events and activities to their friends through their personal networks on social media and via other channels, such as blogs.
To this end museums must ensure online content is mobile-friendly, whether it’s text, images or – the most effective format for this audience – video.
Even now, nearly 16 years after the start of the new millennium, it sounds futuristic, which is appropriate for a cohort that appears to live life at a super-charged pace, in no small part due to the central role technology plays in all aspects of their lives.
Who are they?
Researchers generally identify millennials – also known as generation Y – as born between the early 1980s and the early 2000s. The specific parameters vary, with some using 18-34 and others 18-35.
In Europe, according to the Pew Research Center in the US, the term denotes young people who came of age politically, economically and socially as the 21st century – and the new millennium – began.
They make up almost a quarter (24%) of the adult population of the European Union’s 28 countries, according to Pew, and in many countries are easily outnumbered by the over 50s.
In the US, by contrast, millennials account for 27% of the population and were expected to overtake baby boomers as the largest generation in 2015.
In the UK, they make up a quarter of the population and there will be around 17 million 16 to 34-year-olds by 2019.
What else do we know about them?
Commentators frequently note that millennials behave differently from their parents and grandparents in their approach to work, family and happiness, as well as religion and politics.
A report by Censuswide for marketing specialists Inkling shows that 77% of UK millennials see being physically and mentally healthy as the key necessity for living a happier, more fulfilled life. They also value job satisfaction and enjoyment above having friends and an active social circle.
Volunteering and making a positive contribution to the community ranked bottom in terms of happiness factors, but what could be perceived as a lack a social conscience is not overshadowed by materialism. A relatively modest 41% thought wealth was important for happiness and only a quarter of those surveyed expressed concern about buying a house.
According to data from the Pew Research Center more than half of British millennials (53%) say they are satisfied with the direction of the country, compared with 34% of older people.
Why is there so much interest in them?
Economics is one reason. Businesses want to understand who millennials are in order to capitalise on their interests and habits. It has been noted, for example, that millennials talk and share a lot about companies and brands via social media, which makes them key influencers as well as a target market. One survey in the US suggests large numbers of millennials follow brands or companies on Facebook, YouTube and Twitter.
Do they visit museums?
In the UK, visitor numbers to museums overall are stable, according to the Department for Culture, Media and Sport’s Taking Part survey, which also highlighted a rise in visitors to national museums in 2015.
But the findings also show that the age profile of new visitors is increasing, with 22% aged 65 or above. By way of contrast only 16% of former visitors who had stopped going to museums and galleries were in the age group.
In the US, there are worries about the fall in attendance at museums generally and in particular about the decline in younger visitors. Research by the National Endowment for the Arts, among others, has indicated that millennials are turning their backs on museums and, therefore, will be less likely to take their own children.
When it comes to visiting museums, galleries and engaging in other cultural pursuits together, millennials are more likely to look for a social angle – an opportunity to mix with others – rather than be motivated by the desire to learn about a named collection.
Technology
Is it true that millennials are obsessed with technology?
This is rather like asking whether they are keen on eating or breathing. This generation grew up with the internet and, even more importantly, access to it on-the-move through mobile phones. The vast majority (90%) of 16-24 year olds own a smartphone, according to telecoms watchdog Ofcom.
Technology is woven into their lives so deeply that, in many cases, it would be almost impossible to separate it out from the rest of their lives.
Most millennials are probably on Facebook, but not exclusively. Ofcom says young adults aged 16-24 have a more extensive breadth of use of social media and are adopting newer sites and services such as Twitter (40%), WhatsApp (37%), YouTube (32%), Instagram (35%), Snapchat (26%), Tumblr (8%) and Vine (4%).
However, the majority (97%) of all adults aged 16 and over with a social media profile say they use Facebook.
Separate research by the BBC found that 16 to 24-year-olds preferred to check WhatsApp than Twitter when they wake up in the morning.
How can museums accommodate the needs of millennials?
If millennials are keen socialisers who want to be entertained and mingle with their friends when they go for a cultural experience, then museums need to capitalise on those needs – as some are doing already with evening events.
They might also think about seeing millennials as marketing tools or brand ambassadors, people who can promote the institution and its events and activities to their friends through their personal networks on social media and via other channels, such as blogs.
To this end museums must ensure online content is mobile-friendly, whether it’s text, images or – the most effective format for this audience – video.