In 2002, my wife and I relocated to Orlando, FL to be part of the launch team for Relevant Media Group. There, I spent 4.5 years targeting, reaching and retaining the 18-34 demographic. It wasn’t easy, but it was fun and challenging. It was there that I was awakened to one of my primary goals in life; pointing my generation back to Christ.
Barna Group reported in 2003 that an alarming 58% of twentysomethings who were active church-goers as teenagers will no longer be active in a church by their 30th birthday (Barna 2003). This has been and still is, the fuel for the above mentioned goal. It is my desire that if/when Barna does this same study again that number decreases to less than 50%. Consider this one of my “big hairy audacious goals!”
A couple of weeks ago, Motiveight took on a new client that has me turning my focus to the 18-34 demographic again. This opportunity has re-awakened my “BHAG.”
One of the major advantages I have, this time around, is access to a plethora of statistics and research. The project that we are embarking on is for the long haul. Given that, I thought that I would document here what the current pulse of the 18-34 demo is according to recent MRI reports. Here’s what we can expect from this group:
- They are more likely, than the average, to be “very liberal” and less likely to be “very conservative.”
- Only 25% of them vote
- They not very interested in environmental causes
- They like to watch: Adult Swim (#1), BET, Comedy Central, MTV, TBS, TLC and VH-1, to name a few. They are less likely to watch the news and weather
- They are less likely to feel that there is too much sex on TV
- They love to show off (rated ridiculously high on this one—almost 2x more likely than the average American)
- They consider themselves more fashionable than others
- They love concerts, clubs/bars, chess (who would have thought!), billiards, dancing, electronic games, video games (#1), karaoke, comic books and fantasy sports leagues (#2)
- They don’t like: birdwatching (can you blame them), attending classical/opera performances, woodworking, book clubs, or live theater
- Favorite sites: Wikipedia, MTV.com, ticketmaster, Monster.com, Yahoo news, Amazon.com eBay, Facebook (#1), Myspace and YouTube
- They are less likely to believe in creationism, believe the Bible literally, give to religious organizations or to support prayer in schools
It’s safe to say that this information isn’t too surprising. However, if you’re interested in the 18-34 demo like I am, the journey ahead is going to require unparalleled creativity and wisdom. This generation will not give room for copycats. We have no choice but to be fresh, provoking and revolutionaries.
Are you surprised by what you just read?