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New Study Shows Millennials Want To Make A Global Difference 

Millennials are often the target demographic for many nonprofits, as they are known to be the most technologically-savvy with high adoption rates of smart phones, their value of entrepreneurship, and the belief that they can make a local difference, according to the Telefonica Survey.

Telefonica partnered with the Financial Times to commission 12,171 online quantitative interviews among Millennials. Read more about their findings here.

The facts, before we dig in:

  • Particpants were 18 - 30 years old.
  • 27 countries and 6 regions were included.
  • Penn Schoen Berland conducted the survey from January 11 - February 4, 2013.
  • Country sample sizes represented in the global number were weighted by the percent of the population in each country with access to the internet.


It's common for folks in the Millennial generation to own a smartphone. The Survey revealed that globally 76% own one, with the highest adoption rate being in the Asia. The highest usage rate is at 7 hours per day in both North America and Latin America. Wow! This is where you can best reach Millennials wherever they are - smartphones are often a staple item carried around with your phone and your wallet; and if you have a smartphone, you have access to emails, social media, and text messaging.


The Survey identifies Millennial Leaders as a key subgroup in the Millennial generation. This group of people are defined by technology and opportunity. It is the leaders who tend to be the most efficient, and the most active. The nonprofit sector could really benefit from cultivating them. Maybe you could utilize questions from this Survey to determine just where your audience is on their ladder of engagement path. Are they on the cutting edge of technology, and using it to promote your mission? Do they believe that they can make a difference locally, and if so, what are they doing to urge others to get invovled with your organization? Are they innovative? How can you really engage your target audiences wherever they are and get them even more involved in your organzation. What kinds of opportunities can you provide them with and where they can see their actions make a real impact.

Why is it that those Millennial Leaders are so important to identify within your organization's own community? The pockets of optimism are much higher among the Millennial Leaders vs. just the Millennial generation. And it is with this optimism that you will find drive and determination in civic engagement, particularly with the use of technology. And this is the key to moving people up the ladder of engagement, by really finding those who are leaders, and who are committed to your cause.


It is the Millennial Leaders who are civically engaged and empowered to drive change through technology; and those are the constituents that you want on your side to create the change you want to see in the world.

Reader Comments (2)

Interesting survey, though the way 'Millennial Leaders' are defined by access to cutting edge technology + opportunity rather than their influence on and connection to their peers, makes the label 'Leaders' potentially very misleading. Do they in fact lead others, or are their optimistic views merely a tautology of privilege, which goes no further than their immediate circle?

I'd be leery of assuming that this group has particular influence.
July 31, 2013 | Unregistered CommenterDan Bashaw
Your point about identifying millennial leaders is a good one. One way to help accomplish this with a mobile website or mobile app is to incorporate simple gamification techniques. Awarding points and badges for activities such as participating in discussions, donating, tweeting or sharing on facebook information about the non-profit. This can give end users a little recognition for what they do and increase activity through the natural competitive spirit. For the non-profit, they can identify who those leaders are and reach out to them to increase engagement with the organization.
July 31, 2013 | Unregistered CommenterRay

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