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Circuits of Cool: Youth and Technology in America

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Presentation to the ARF Youth Council

Presentation to the ARF Youth Council

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  • 1. Beth Uyenco Global Research Director January 31, 2008 Circuits of Cool Youth & Technology in America A presentation to the ARF Emerging Media & Youth Councils
  • 2. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) The role and interaction of technology among young people globally
  • 3. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 3 The Largest Study of its Kind Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 (Millward Brown Sadek Wynberg, OTX) UK US Canada Germany Poland Italy Sweden Denmark Brazil Mexico Holland New Zealand Japan China India Australia Quantitative: 18,000 8-24 year-olds in 16 countries Qualitative: 300+ hours of discussion & ethnography with 240 10-20 year-olds
  • 4. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 4 | Technology is facilitating a better, easier world • Youth think today is a better world than previous generations – Everything is ‘easier’ – You can access information on anything on-line – You can talk to whomever you want whenever you want to • They feel more ‘global’ whether it’s talking to a friend overseas on MSN or watching a short clip of a wacky Japanese game show – They feel more exposed and influenced by other countries
  • 5. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) • Want to know where to ‘reach’ kids today? The answer is: engrossed in conversation… • Today’s devices mean youth are never separated from their friends, gossip and gatherings take place constantly • Socializing never stops, almost all decisions are collective ones “The first thing I do when I switch on my computer is check out who's on IM” Male, 14 67% agree “Checking my mobile is the first thing I do in the morning and the last thing I do at night” 42% agree42% agree Communication Explosion
  • 6. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Does adoption mean engagement? 10 yrs 24 yrs Deepening engagement More personal & social Safe socialization Connections Communication Entertainment Personal Interests Information 10-12 13-17 18-24 Technology as Toy Entertainment Amusement
  • 7. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 7 Global access doesn’t lead to a uniform relationship with technology Very Interested in Technology Not Interested in Technology Enabler (i.e.. What it helps them to do) Status Seeker (i.e.. It makes them look good)
  • 8. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 8Page 8 What Devices Do They ‘Love and Couldn’t Live Without’ the Most All Aged 14-24 in U.S. All Aged 14-24 Global
  • 9. The Internet
  • 10. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 10 Use of the Internet Note: Base = All respondents (n=600) A8 How often – in a typical week – would you say you use each of these? U.S.
  • 11. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 11 The Internet is a Big Part of Their Lives • 59% say it’s one of the first things they do when they come home from school or work • 58% believe they are online most days • 29% even claim to hardly ever turn their PC off F8 Let’s talk about the internet and the things you do on it. Which of these statements do you agree with? You can click on more than one Base = All respondents (n=600)
  • 12. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 12 Uses of the Internet Percentage Doing This Most/Every Time They Are Online Note: Base = All respondents (n=600) F9 And how often do you use the internet to…. U.S.
  • 13. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 13 Uses of the Internet by Country Note: Base = All respondents (n=600) F9 And how often do you use the internet to…. “Watch Video Clips”
  • 14. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 14 Uses of the Internet: Males vs. Females Note: Base = All respondents (n=600) F9 And how often do you use the internet to…. Percentage Doing This Most/Every Time They Are Online U.S.
  • 15. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 15 Uses of the Internet: by Age Note: Base = All respondents (n=600) Percentage Doing This Most/Every Time They Are Online U.S.
  • 16. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 16 Impact of the Internet Positives 1 Find It Easier to Make New Friends 33% 2 Don’t Feel as Lonely 31% 3 Are Better at Telling Each Other How They Feel 26% 4 Know Their Friends Better 22% Negatives 1 Don’t Write Letters 60% 2 Spend Less Time With Family 45% 3 Are Less Good at Spelling 39% 4 Don’t Read Newspapers 44% 5 Don’t Talk as Much by Phone 39% 6 Have Less Neat Handwriting 34% 7 Don’t Read Magazines 27% 8 Don’t Know How to Use a Printed Dictionary 26% 9 Don’t Know How to Read a Map 22% Note: Base = All respondents (n=600) F7 Some people think that computers and the internet are changing the way we live – in good and bad ways. Which of these things do you think are happening because of computers and the internet? U.S.
  • 17. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 17 Source of Web Site Links Note: Base = All respondents (n=600) F11 And where do you get the links you follow? U.S.
  • 18. Social Life & Technology
  • 19. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 19Page 19 What Makes a Friend? Males 14-24 Females 14-24 1. Need to Be Someone Who I Can Speak to Face to Face 39% 1. They Need to Make Me Laugh 48% 2. They Need to Make Me Laugh 36% 2. Need to Be Someone Who I Can Speak to Face to Face 45% 3. They Need to Be Someone I Can Easily Contact by IM, E-mail, Phone 35% 3. They Need to Be Someone I Can Easily Contact by IM, E-mail, Phone 44% 4. They Need to Have the Same Interests as Me 30% 4. They Need to Have the Same Interests as Me 32% 5. They Need to Live Close to My House 12% 5. They Need to Live Close to My House 8% The Percentages Are the Number of People Who Consider This Aspect Important (Top 3 Boxes in a 10 Point Scale) Note: Base = All respondents (n=600) B10a Thinking now about friends, how important are each of the things above for you to think of someone as a friend? U.S.
  • 20. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 20 Size of Friendship Groups by Country The extent of ‘Online friends‘ varies – and this is generally linked to activity on social network sites. NumberofFriends Average # of Contacts Globally : 84 In Brazil: 234
  • 21. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 21Page 21 How Many Friends Do They Have? On Average 14-24 Year Olds Have 47 Friends Note: Base = All respondents (n=600) B10b Thinking now just about your friends. How many would you say… are really close friends are friends, but not particularly close friends (your ‘wider circle’ of friends) are people you have met online who you would consider as friends, but who you have never met U.S.
  • 22. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 22Page 22 How Many Friends Do They Have? By Age/Gender Number of Friends Note: Base = All respondents (n=600) B10b Thinking now just about your friends. How many would you say… are really close friends are friends, but not particularly close friends (your ‘wider circle’ of friends) are people you have met online who you would consider as friends, but who you have never met U.S.
  • 23. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 23 Preferred Way of Keeping in Contact With Friends Note: Base = All respondents (n=600) F22 How do you prefer to be in contact with your friends? Above are all the different ways in which you can speak to your friends, please rank them in order of preference starting with your preferred way (your ‘1st choice’). U.S.
  • 24. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Role of Various Communication Platforms • To Catch Up With Someone You Know Well: Mobile • Give a friend advice on something important: Face to face/Mobile • Pass on good news: Mobile • To Catch Up With Someone You Don’t Know Well: e-mail • To Talk to a Group of Friends: Face to face • To Arrange Seeing Friends: Mobile • To Flirt With Someone: Face to face Page 24 U.S. 16 countries Face-to-face Face-to-face Mobile IM Face-to-face Text/Mobile Face-to-face
  • 25. IM vs. E-mail
  • 26. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 26 IM vs. E-mail Users Note: Base = All respondents (n=600) A5b Do you use e-mail or IM (MSN Instant Messenger) at all? U.S.
  • 27. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 27 Conversation Topics: IM vs. E-mail 1 Work/School 41% 2 Links to Web Sites 36% 3 Making Arrangements 33% 4 Clips/Photos I’ve Found 27% 5 Clips/Photos 25% 6 Gossip 24% 7 Films/Music/TV 24% 8 Music files 23% 9 Stuff About Girls/Boys 23% 10 Sport 20% 11 Flirt 15% 12 What’s on TV Right Now 15% 13 Nothing Much, Just Keeping in Contact 25% E-mail 1 Gossip 48% 2 Work/School 45% 3 Making Arrangements 44% 4 Flirt 43% 5 Stuff About Boys/Girls 42% 6 What’s on TV Right Now 40% 7 Links to Web Sites 39% 8 Films/Music/TV 36% 9 Clips/Photos I’ve Found 33% 10 Music Files 33% 11 Clips/Photos 32% 12 Sport 31% 13 Nothing Much, Just Keeping in Contact 17% IM Note: Base = All using each of these F17 What do you tend to talk about or share on IM and on e-mail? Please click on all that apply. U.S.
  • 28. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 28 How Do They Describe Their IM/E-mail Conversations? IM “Funny” (47%) “Flirty” (36%) “Interesting” (39%) “Sociable – involve lots of people” (29%) “Daring” (27%) “Weird” (37%) “Rambling” (37%) E-mail “Short” (39%) “Serious” (29%) “Interesting” (25%) “Funny” (30%) Note: Base = All using each of these F18 How would you describe your conversations on IM and e-mail? Please click on all that apply. U.S.
  • 29. Social Networks
  • 30. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 30Page 30 Content & Creation Segmentation Creators 47% Finders 16% Contributors 50% Forwarders 47% Viewers 82% Non-active 8% U.S. 16 Countries 40% 19% 61% 60% 80% 6%
  • 31. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 31 Why Did They Set-up a Profile? Note: Base = All those with a personal profile G5 You told us earlier that you have a personal profile, why were you keen to set-up one? Please click on all that apply. U.S.
  • 32. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 32 What’s on Their Profile Page? Note: Base = All those with a personal profile G7 And what sort of stuff do you put on your page? Please click on all that apply. U.S.
  • 33. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 33 What Do They like to See on Other People’s Pages? Note: Base = All users of social network sites G8 What do you like to see on other people’s profile pages? Please click on all that apply. U.S.
  • 34. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 34 Male vs. Female Attitudes Towards Social Network Sites “I just stick with people I know” 52% females vs. 29% for males “If a complete stranger was to contact me through my profile I wouldn’t respond to them” 43 % females vs. 16 % for males “I’d consider meeting someone I only know through my profile in person” 9 % females vs. 16% for males Note: Base=All users of social network sites G10 Which of these things about sites like ___________[CHOOSE 2 SITES FAMILIAR WITH AT G3] do you agree with. Please select as many or as few as you wish.
  • 35. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 35 Note: Base = All respondents (n=600) A5e Do you ever visit sites such as YouTube, i-film, MySpace and flickr to watch or upload video clips? Percentage of All 14-24 Year Olds Sites Like YouTube: Frequency of Visiting U.S.
  • 36. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 36 Note: Base = All respondents (n=600) A5g Have you uploaded any clips to a site like YouTube? Percentage of All 14-24 Year Olds How Many Have Uploaded Stuff to Sites Like YouTube? U.S.
  • 37. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 37 Reasons for Uploading Stuff to Sites Like YouTube Note: Base = All who have uploaded content onto this type of site A5h Why did/do you upload clips onto these sorts of sites. Please click on all the reasons that apply. U.S.
  • 38. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 38 What Sort of Clips Do They Like to Watch on Sites Like YouTube? Note: Base = All who have uploaded content onto this type of site E18c When watching clips from sites such as YouTube, i-film etc which of the following apply to you? Please click on all that apply. U.S.
  • 39. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 39 How Do They Find Clips to Sites Like YouTube Note: Base = All who have uploaded content onto this type of site E20b How do you find these clips? U.S.
  • 40. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 40 What’s the Appeal of Watching Clips From Sites Like YouTube? Note: Base = All who have uploaded content onto this type of site E20 What’s the appeal of watching clips from sites such as YouTube, i-film etc? U.S.
  • 41. Video
  • 42. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 42 A Snapshot of TV Viewing • 85% of homes have a TV in the living room and 68% in the child’s bedroom. • The living room is where 14-24 year olds watch most TV. 1 in 3 watch most of their TV in their bedroom. • 58% of 14-24 year olds claim the TV is on most of the time, but that somebody is usually watching it • 45% tend to watch TV alone. Those that watch it with someone else usually watch with their family rather than with friends E5 In what room(s) is there a TV in your home? & E10 And where do you watch most of your television? & E6 In general, which of these best describes television in your home? & E9 How do you watch most of your TV? & E11 Which of the following best describes how you mostly watch television? Note: Base = All respondents (n=600)
  • 43. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 43 Watch TV Alone - by Country E9 How do you watch most of your TV? Note: Base = All respondents (n=600)
  • 44. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 44 Appointment TV in the U.S. Among 14-24 year olds • 31% turn the TV on and flick from channel to channel to see if there’s anything good to watch • 45% turn the TV on to watch programs they want to see • 17% turn to favorite channels • 6% just leave it on as background noise E2 How many television programs are there that you really try hard to watch each week – at the time they are first shown on TV – and you would be upset if you had to miss them or watch a repeat or recording? & E12 How do you tend to watch TV? Note: Base = All respondents (n=600) Number of TV Shows (global)(global) (6)(6) (6)(6) (4)(4) (4)(4) (4)(4) (4)(4)
  • 45. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 45 How Do They Find Out About New TV Shows? E4b How do you find out about new TV shows? Note: Base = All respondents (n=600) U.S.
  • 46. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 46 Watching TV on a PC/Laptop: Percentage of Claiming to Have Done This E18a Nowadays people can watch TV shows and video clips on a television, PC/laptop computer or mobile phone. Which, if any, of these have you watched on either a PC/laptop or mobile phone? Note: Base = All respondents (n=600) Rank Order Percentage Have Done This M 14-17 M 18-21 M 22-24 F 14-17 F 18-21 F 22-24 Film Trailers 64% 60% 70% 65% 69% 62% 62% Music Videos 60% 66% 65% 69% 64% 57% 47% Clips From Other People on Sites Like YouTube 55% 57% 62% 58% 59% 51% 50% Full Length TV Shows 45% 48% 45% 49% 45% 42% 45% Highlights of TV Shows/Sports 41% 55% 52% 41% 39% 28% 35% Previews of TV Shows From Internet 39% 47% 44% 39% 45% 31% 34% U.S.
  • 47. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 47 Watching TV on a Mobile Phone: Percentage of Claiming to Have Done This E18a Nowadays people can watch TV shows and video clips on a television, PC/laptop computer or mobile phone. Which, if any, of these have you watched on either a PC/laptop or mobile phone? Note: Base = All respondents (n=600) Rank Order Percentage Have Done This M 14-17 M 18-21 M 22-24 F 14-17 F 18-21 F 22-24 Music Videos 10% 18% 11% 11% 15% 3% 7% Previews of TV Shows From Internet 10% 16% 11% 12% 11% 4% 9% Highlights of TV Shows/Sports 9% 14% 9% 16% 6% 4% 8% Clips From Other People on Sites Like YouTube 9% 15% 11% 12% 12% 1% 5% Film Trailers 9% 17% 5% 16% 7% 3% 7% Full Length TV Shows 7% 15% 12% 7% 5% 2% 3% U.S.
  • 48. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 48 Reasons for Having Watched TV Shows on a PC/Laptop Or Mobile Phone E18b Why do you watch TV shows on a PC/laptop or mobile phone? Please click on all the reasons that apply. Note: Base = All who have watched TV shows on a PC/laptop or mobile phone U.S.
  • 49. Gaming
  • 50. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 50 Gaming by Age/Gender A12 When it comes to gaming–playing video or console games, or games on a PC-how would you describe yourself? Note: Base = All respondents (n=600) U.S.
  • 51. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 51 The Profile of Gamers by Usage A12 When it comes to gaming–playing video or console games, or games on a PC-how would you describe yourself? Note: Base = All respondents (n=600) U.S.
  • 52. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 52 Gaming: Online vs. Offline A13 Do you play games online or offline or both? Note: Base = All who play games (online or offline)
  • 53. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 53 Number of Hours Spent Gaming per Week C4 Approximately, how much time do you spend playing games in an average week? Note: Base = All answering this section U.S.
  • 54. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 54 Games Enjoyed by Males vs. Females Games Enjoyed C8 What sort of games do you usually play–online, offline, with friends, or alone? Note: Base = All answering this section Male Females Role Playing 66% Puzzles 74% War 73% Strategy/Simulation 66% Racing 58% Role Playing 63% Strategy/Simulation 48% Racing 60% Sports 66% War 53% Puzzles 36% Sports 40% Platform 50% Platform 31% U.S.
  • 55. Advertising
  • 56. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 56 Attitudes Towards Advertising 75% agree that there “is too much advertising’” nowadays; however, that is an easy sentiment to express A lot of young people are positive about good advertising “I like ads which tell me about new products of interest to me” 71% agree “Ads made for people my age can be really entertaining” 64% agree “My friends and I talk about ads which we like” 57% agree “I think some ads are better than the programs on TV” 52% agree “I don’t mind advertising because it helps to pay for TV shows and websites” 56% agree Note: Base = All respondents (n=600)
  • 57. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Page 57 Attitudes Towards Advertising continued “I don’t mind advertising because it helps to pay for TV shows and websites” 56 % agree “Ads don’t get in the way – you only notice the ones which interest you anyway” 48% agree J1 We would now like to find out what you think about advertising. Thinking about advertising in all of its forms–on TV, in a magazine, on the radio, posters and on the internet-which of the following best describes your view of advertising in general? Note: Base = All respondents (n=600)
  • 58. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Themes • Technology doesn’t define their life, but is part of the fabric of their life • These devices provide a “space” to grow up • Technology facilitates and deepens friendships – constant connectivity and enables shared experiences • Communication is entertaining – entertainment fuels conversation • Friends are influencers – and not just the “cool” kids; influence is more democratic Page 58
  • 59. Source: Microsoft/MTV: Circuits of Cool Project: 2006/07 ( Millward Brown Sadek Wynberg, OTX) Media Implications • The screens still play distinctive roles - need to develop creative that work across different video platforms • Brands can facilitate communication opportunities among targets – but must have relevance to conversation • Power of social media - anything on web can be viral and take on a life of its own • Advertising – effective if it offers a reward: free content and/or is entertaining on its own Page 59