Drugi jezik na kojem je dostupan ovaj članak: Bosnian
On photo: Marija Matić at Digital Day conference, Photo: IAB Serbia
Often we have the opportunity to read about the habits and behaviors of Millennials in the world. But who are the Millennials in our region?
How Serbian Millennials behave on the Internet and in life? Who are their idols and what motivates them? These are just some of the questions that the Direct Media Research found answers to in extensive in-house independent research on the habits of Millennials in Serbia.
“Although Millennials are more liberal than all previous generations, this generation in Serbia attaches great importance to traditional values, according to our research. They value family, loyalty, and true heroes for them are their parents,” said Marija Matić, director of media planning at Direct Media Serbia and director of Direct Media Research at Digital Day conference in Belgrade, organized by IAB Serbia.
Marija underlined that Millennials seek authenticity in any communication, and that brands should seek personalization and honesty above all. She added that, unlike all the previous generations that were defined by certain events in history, Millennials are defined by the digital era, which gives space for generalization in interpretation of this generation.
“The fact is, however, that they are quite a complex generation with many subgroups, based on their interests. So we have Millennials interested in environmental protection, Millennial moms, anti Millennials, those who are big fans of different devices, including ‘old school’ Millennials. The search for happiness, as a universal principle which they strive for, is constantly present in the results of our research, and it’s a common trait of our Millennials and their peers in the world,” Marija said.
The following is a summary of the key findings of this research, with quotes from the Millennials themselves.
Nowhere without a smartphone
Millennials are dependent on their smartphones to the extent that they sleep with them. Smartphone is their main source of information, it’s synonymous with the Internet and is a “natural extension” of their bodies.
“Smartphone is literally my life companion, I keep it under my pillow while I sleep. And I know that it’s harmful, my grandma constantly tells me. I literally never go anywhere without a phone. One time I didn’t have net, I scrolled through settings. When I have no net, or when I can’t catch some wi-fi, I literally don’t know what to do with the phone. Realistically, when I say phone, I mean Internet.”
They get informed through social networks
It’s their easiest way to keep in touch and to curb their fear from missing anything. They are well informed and hard to fool. YouTube is their Google.
“As soon as I open my eyes I go to Facebook, YouTube and Instagram. Facebook and Instagram to see where who was, not to miss anything, and the YT to play some music and leave it like that, just to play anything. You can learn everything on YouTube. I learned how to train my dog, and I think next year I will watch clips to learn how to play guitar.”
They chat to kill time
“I chat all day, mostly when I’m in class in college. I mainly chat to kill time. Sometimes my girlfriend annoys me on chat because of the photos I liked. And I also have all the people from the neighborhood on Viber, so we arrange things there. I don’t use WhatsApp – that’s for the kids.”
Traditionalists
Their values are quite traditional, although they are more liberal than other generations. They’re looking for authenticity. They value tolerance, diversity, teamwork and balance. Even spirituality.
They value their parents and family above all, personal relationships and loyalty.
“I have most appreciation for people who made something out of nothing. That’s why my greatest heroes are my parents. They made a bunch of things out of dirt, plus they have a happy family and are constantly having fun.”
They love routine
They are, in fact, masters of routines – what they would like the most is if every day could be the same, and they wouldn’t change it for anything.
“For me every day is the same. Let’s say when I’m first shift, I go to school, eat, sleep, go to gym, when I get home, I either watch a movie or go out if it’s weekend. That’s it. But to me, it’s great.”
They don’t like complications
School / work, a quick meal, afternoon nap, evening movie or hanging out with friends in the hood – just keep it simple.
“I like to go to cafes. A couple of times a week. Never mind if it’s a weekday – we students don’t care what day it is. On weekends we sometimes go to the cafe. I always learn about new places on Facebook, but I never go without first inquiring what the music is like and check the prices.”
They are modest
Their expectations of life are relatively low, they admit – because they see their parents struggling. They hope for a permanent job with a regular income, a family with children and some money for travel (here they are modest as well – Greece is their top destination).
“I don’t go every year to the sea. Last year I went with my buddies to Montenegro. And if I was to imagine an ideal holiday, it would be five days with my girl, and then five days with friends to hang out. And that it’s all free :) ”
They are optimistic
They don’t give up their pursuit of happiness. A good time with the family and the absence of big concerns is quite enough for them. They believe that everyone should make an effort to find what makes them happy and try to achieve it.
“A man should strive to be happy. In my opinion, it takes very little for a man to be happy. I don’t know what to say, I just want to have fun and to laugh, without any major concerns.”
To get an even better impression of Millennials, watch the video from Direct Media Research:
https://www.youtube.com/watch?v=xgR5HcBXB6o