NEW YORK, Oct. 20, 2016 /PRNewswire/ -- SYZYGY, a full
service-digital agency, partially owned by WPP, today released the
results of a new survey that found adult Millennials are 16% more
narcissistic than other generations and remain narcissistic as they
age. Given that Millennials now represent the core mainstream adult
consumer, spending some $200 billion
each year in the U.S., marketers are searching for a solution to
break through and meet Millennial expectations and experiences,
which are defined by digital connectivity.
EgoTech
The findings support the emergence of
'EgoTech,' a concept that describes technology that flatters the
ego. This includes personalized digital media and on-demand apps
that play to the needs of Millennials for special treatment and
self-sufficiency. Instead of appealing to generational values,
evidence-led millennial marketing can focus on generational traits
– shared personality characteristics shaped by parenting and
culture.
"Based on the psychology of narcissism, we identified seven
specific EgoTech opportunities for connecting with Millennials
through adulthood," said Dr. Paul
Marsden, author of the study and social psychologist and
digital strategist at SYZYGY. "The insight that Millennials retain
their trademark trait of elevated narcissism into adulthood
presents marketers with a clear opportunity; but EgoTech is not
just for millennials. As a nation, we are all becoming more
narcissistic as the cult of the self exerts itself digitally.
Against a backdrop of personal digital technology, celebrity
culture, easy credit and new parenting styles, EgoTech will have
universal and compelling appeal."
Findings
The nationwide survey was conducted in the
summer of 2016 among 2,568 adult Millennials (average age 28) in
all 50 U.S. states and an equally sized sample of non-Millennial
adults. Participants completed a psychological test called the
Narcissistic Personality Inventory (NPI-16) online and outlined
their digital habits. The study found:
- Digital Habits: A high level of emotional attachment to
their smartphone is a sign of adult Millennial narcissism,
including use of multiple on-demand apps (e.g. Uber), and continued
high use of social media.
- Social Media and Selfies: The more a person uses social
media, and/or the more selfies they post, they more narcissistic
they are likely to be.
- The Selfie-stick: Ownership of a selfie-stick is also
indicative of elevated narcissism – owners of the sticks are on
average 34% more narcissistic than non-owners.
- Smartphones Over Breakfast: The majority (58%) of
Millennials would rather give up breakfast for a month than be
without their smartphone. And those who can't give up their phone
are 13% more narcissistic than the others.
Pete Krainik, president and
founder of The CMO Club concluded, "Chief Marketing Officers who
gain a deep understanding of the characteristics of elevated
narcissism, and have an appreciation for the expanding purchasing
power of Millennials, can guide their teams to create more
effective digital marketing strategies and consumer
experiences."
SYZYGY, A FULL-SERVICE DIGITAL AGENCY
For 20 years, our purpose has been simple: The greatest
happiness for the greatest number. That unbeatable feeling when
digital simply works—the perfect alignment of technology, design,
and media. In astronomy, this alignment is called a SYZYGY—3
celestial bodies in harmony.
A full-service digital agency, SYZYGY makes brands deeply
relevant online—and keeps them there. Nimble and creative, we bring
innovative revenue-sharing models, eye-stopping content, and
state-of-the-art technology to brands seeking scalable increases in
digital performance and brand loyalty.
Partially owned by WPP, we have the heart of an independent and
the muscle of a global group. Our team of 550 people work with
global and regional clients from offices in world centers including
New York, Berlin, London, and Warsaw. Clients include Avis Budget Group,
Kettle Chips, Madza, and Paypal.
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