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It’s been one year since I started writing for millennials and, to mark this occasion, I wanted to take a look back and see which pieces sparked the most interest among my generational peers.
This meant taking a deep dive into our website data to find out what millennials have been reading, what videos they have been watching and which podcasts they have listened to. I had a lot of questions and here are my answers…
‘It’s a widely-held belief that millennials are obsessed with money. And it’s also wildly true. Just don’t mistake it for a fixation with getting rich.’ – Chelsea Clinton, author and daughter of former U.S. President Bill Clinton
First I decided to take a look on a site-wide basis, at which topics and articles, millennial or not, millennials took an interest in.
It was overwhelmingly the first woman to become president of the European Central Bank, Christine Lagarde. Next up was security versus growth. These topics couldn’t be more different, but I have a feeling the word ‘security’ jumped off the screen. When it came to the millennial-specific pieces it was clear that trends and themes were popular. The three most read* related to healthy living, world water week and the future of gaming.
At first glance, millennials prefer videos with 57%** of views compared with 36%** of podcast listens. Unfortunately, podcasts proved too difficult to narrow down on an episode by episode basis since the information is kept on a variety of platforms, but I did have a look at videos.
The most popular** video in terms of views was our plastic free July interview, although that was also the most viewed overall by all age groups. Putting that to one side, the second most viewed** was investing in specialist assets with VT Seneca Diversified Income. Although interestingly, if you look at the views from millennials as a percentage of the total instead, the most interest was sparked by our two part series with Scottish Mortgage Investment Trust, with each attracting 65%** of views from millennials.
First and second place didn’t surprise me: Baillie Gifford Global Discovery and AXA Framlington Global Technology respectively. The former was top in our ‘most viewed by millennials’ piece when we looked back over the calendar year 2018. And technology is a popular investment among my millennial colleagues in the office. But some of the other names in the top 10 might:
This question answered itself. From the high amount of interest in our videos with Tom Slater at Scottish Mortgage, to City of London as the fifth most viewed. But for fun, I expanded to look at the top 20 most viewed*, I found three more trusts. The data seems to present a good case for investment trusts and millennials, after all they could make you a millennial millionaire in the future.
*FundCalibre data, ages 18-34, 30 Oct 2018 to 16 Oct 2019
**FundCalibre data, ages 18-34, 1 May 2019 to 15 Oct 2019