Here is the BIMA presentation we facilitated and part presented at Social Media Week London 2014.
We discussed how to engage 3 distinct youth segments through digital and social media and the state of digital skills in the UK today.
6. Three distinct categories of
digital natives*
Generation Y (Born early 80s, Now 27-34y)
– used it more collaboratively to share thoughts and appreciate others
Generation C (Born 88-93, Now 21-26y)
– use social media more expressively to earn respect
Generation Z (Born after 95, Now up to 19y)
– Mechanism to pursue their own interests
16. Insights
Best use of channel vs task
Seamless use of physical and digital
Appreciation for all devices
Inherently creative
Me, You and Us
Keep Out
Inherently social
Cultural references span decades
Brand intelligence
Celebrity integration
19. Take a small group of 10 to 15 year
olds and study them for 5 years.
Not a snapshot.
Not a large, one off quantitative
study.
But a long term study in digital
ethnography.
20. The Amaze Generation are
tomorrow’s society shapers.
They are digital natives - digital is so
normal it is like the air that they
breathe.
Today’s technological change is part
of their lives – it’s unremarkable; they
adopt it and change it at will.
But how is it changing them and how
will they, in turn, change society?
21. We talk to them about…
Social, culture, relationships, consumerism, learning, etiquette,
knowledge sharing, communication, relaxation, motivation
22. Methodology
Started winter 2010
Following a group of twenty 10 to 15 year
olds
Annual base level surveys for year on year
comparison
Annual topic specific research
Ad hoc subject specific research
Face to face interview; Surveys/
questionnaires; Focus groups;
Observation; Targeted research
23. Research Themes
2010 - Initial findings
2011 - Social media and
Privacy
2012 - Ownership and
possessions
2013 - Attitudes towards
online shopping and social
networks
24. Insights
…clear, rational, unsympathetic view towards store closures …. little loyalty
towards traditional retailers.
“people shop online because it is more convenient” …“nobody can afford to
buy stuff that isn’t absolutely necessary.”
One participant sums up the group view: “Even though I rarely actually
bought anything from there [HMV] I enjoyed browsing.”
Facebook is still popular the
site’s popularity appears to
have reached a plateau, as
the group reveals how it is
using the site ‘a lot less’ than
12 months ago.
“there will be very minimal stores as most
shopping will be done online due to people
being lazy and thinking it’s easier to do it at
home. There will be lots of fashion stores
around and expensive designers.”
This savvy, technologically connected age
group are clear about what they want – ease
of use, convenience and choice.
…the group uses technology as an easy way to
share and decide what to buy, even when
purchasing in-store…
25. Make it happen
As an industry to learn more about young people we
need to engage more with young people.
Links, apprenticeships, interns, placements etc.
Opportunities for 121 interaction and research
No one’s going to do it for you
Call us tomorrow and go to a school on October 8th
www.bimadday.org.uk