whY i'm unique? (by Generation Y around the world)

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This global Gen Y research report shares insights into what uniqueness means for Generation Y. The full report offers results of over 15 countries worldwide.

The big majority of Millennials find themselvers unique. Russian, Romanian and especially Brazilian Yers are absolutely convinced that they're truly unique. This perception is mainly driven by the things they say to others, the clothes they wear and the music they're listening to.

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whY i'm unique? (by Generation Y around the world)

  1. 1. // COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY STUDY in 16 COUNTRIES WORLDWIDE 4.056 consumers (15 – 25 y.o.), representative total country population. Data collected on proprietary research panels from InSites Consulting. To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure. Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.
  2. 2. IN THIS INTERNATIONAL STUDY WE’VE FOCUSSED ON UNIQUENESSIn this report you‟ll find out everything you need to know about what Uniqueness means for Generation Y.In the coming months we‟ll focus on other Gen Y related topics separately. So follow us on Twitter, read theupdates on our website and watch our SlideShare for new presentations.Saw some cool stuff you want to discuss? Contact us! Joeri.vandenbergh@insites.eu. But above all, startlistening to Generation Y!
  3. 3. THIS REPORT SHARES THE DETAILED RESULTSFOR- United States - Italy- United Kingdom - India- The Netherlands - Germany- Sweden - France- Spain - Denmark- Russia - China- Romania - Brazil- Poland - Belgium
  4. 4. Joeri Van den BerghGen Y expert and author of ‘How Cool Brands Stay Hot’Hear the key take-aways first hand from authorJoeri Van den Bergh in a workshop or presentation.More information onwww.howcoolbrandsstayhot.com/speech +32 496 232 919 joeri@insites-consulting.com @joeri_insites www.linkedin.com/in/joerivandenbergh
  5. 5. //GLOBAL
  6. 6. Gen Y, a.k.a. the millennial generation, boys andgirls between 15-30, is increasingly entering thejob market. Since they are globally a biggercohort than their predecessors (Gen X), theirinfluence on society, politics and business thenext decades will be higher and comparable tothe influential Babyboomer generation.But this new active generation feels that they arenot taken serious at this point. Not only bypoliticians and the government but also bycorporations and brands.
  7. 7. // Hot takeawaysThe big majority of Millennials find themselves unique.Russian (74%), Romanian (78%) and especially Brazilian(80%) Yers are absolutely convinced that they‟re trulyunique. This perception is mainly driven by the thingsthey say to others, the clothes they wear and the musicthey‟re listening to. In the BRIC countries, the (future)profession is as important to be unique. In India andRussia, brands one uses, are important to be distinctiveas well. Especially Apple and Converse Allstars scorewell on this CRUSH value.Across the globe, besides being a good friend, valueslike kindness, reliability and honesty are very important.In Brazil, Poland and Romania, being smart is at least asimportant!
  8. 8. //UNITEDSTATES
  9. 9. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 251 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire Gender Male 50% • Survey of 20 minutes Female 15-18 50% 38% Age 19-21 27% 22-25 35% I‟m still studying 54% No job, not looking for one 4% No job, looking for on 13% Professional Job, < 1 year working experience 9% Situation Job, 1 year working experience 6% Job, 2 years working experience 5% Job, 3 years working experience 2% Job, > 3 years working experience 8% Single, no kids 80% Single, kids 3% Private situation Partner, no kids 11% Partner, kids 6%
  10. 10. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 69 % of the American Yers think they’re unique! 100% 75% 50% 25% USA Average cross studied countriesN = 251 / F = No
  11. 11. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing H&M Zara Levi‟s Diesel Abercrombie & Fitch (A&F) Tommy Hilfiger Sports Converse Allstars Puma Nike Adidas Within the research categories, the Food & Drinks M&M‟s Doritos perceived uniqueness of brands Mars Coca-Cola can differ a lot. Overall winners are Red Bull McDonald‟s Apple (75%) and its sub brand Pepsi iPhone (64%), Sony (53%) and Technology Apple Sony Nintendo (52%), Microsoft Nintendo (51%), and Converse Allstar Microsoft Dell (51%). HP Personal Care Axe / Lynx Nivea Dove Gilette L‟Oreal Mobile iPhone Samsung Sony Ericsson Nokia Belgium USA Averagecross studied countiries Average cross studied countriesN = 251 / F = No
  12. 12. // REMEMBER ME AS…Q: Sooner or later we’re all going to die... but we’ll live on in the memories of our friends, families, former colleagues / classmates, neighbours and many others! How should those peopleremember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 30% ...a caring person 22% ...a kind person 22% ...an honest person 22% ...a smart person 21% ...a hard worker 20% ...a reliable person 16% ...an original / creative person 16% ...a funny person 16% ...a happy person 15% ...a true soul mate 13% ...a unique person 12% ...an authentic person 10% ...a successful businessman/woman 9% ...a sexy / beautiful person ...a perfect mom/dad ...a cool person ...a socially and ecologically engaged person ...a popular person ...a famous person Millennials want to be remembered as a lovely person who was a ...a cosmopolitan Someone else, please specify: good friend (30%) and a caring (22%), kind (22%) and None of the above honest (22%) person. The last thing they want, is being remembered as a famous person and/or cosmopolitan.N = 251 / F = No USA Average cross studied countries
  13. 13. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? American Gen Yers want to stand out by powerful words (42%) and a unique clothing style (37%). Again, the economical aspirations pop-up, as 1 out of 3 Millennials wants to be unique in their profession (36%) and the company they(„ll be) work(ing) for (32%). The lack of interested in politics is again confirmed: Only a small minority (11%) wants to be unique in the political ideology they believe in. SOMEONE ELSE NOT UNIQUE MYSELF UNIQUE MYSELF ...the things you say to others 7% 11% 73% 53% 73% ...the clothes you wear 12% 71% 11% 51% 71% ...your hobbies 10% 65% 11% 51% 65% ...the music you listen to 6% 64% 64% 11% 50% 9% 60% ...your profession 8% 50% 60% 16% 57% ...the cities/countries you visit 14% 46% 57% ...the company you work for (or will be working 10% 57% for in the future) 57% 12% 44% 17% 54% ...your body 54% 17% 41% 18% 51% ...the bars,51% restaurants, museums, etc. you visit 15% 39% 23% 50% 50% ...the things you share online 25% 18% 48% 38% 48% ...the text messages you send to friends 28% 19% 44% 37% 44% ...the brands you use 23% 14% 44% 36% 44% ...the food you eat 30% 18% 42% 35% 42% ...your hairstyle 32% 20% 38% 33% 38% ...the political ideology34% believe in you 20% 34% 32% 34% Rest BOT 2 1 - I do not want to be unique at all 2 3 - Neutral average / 2 4 5 - I want to be very unique TOP 2 Rest3 - Neutral / F average / 2 N = 251 = No 4 5 - I want to be very unique TOP 2 Rest
  14. 14. // LOOK INTO MY EYESQ: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the most proud of. TOP 5 TOP 5 MEN WOMEN Eyes 34% 48% Eyes Hair 22% 36% Hair Skin 14% 18% Breasts / Cleavage Private parts 14% 18% Mouth teeth Mouth / teeth 13% 17% SkinN = 251 / F = No
  15. 15. // HER FAVOURITE BODY PARTS Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of. 0% 10% 20% 30% 40% 50% 60% 70% My eyes 48% My hair 36% My breasts / cleavage 18% My mouth / teeth 18% My skin 17% My face in general 13% My hands / wrists 12% My buttocks 11% My belly / stomach 9% My arms 9% My lower legs 8% My fingers / nails 7% My feet 6% My upper legs 3% My cheeks 3% My private parts 2% My shoulders My chest My muscles in general My ears My neck My back My toes My ankles My belly button Something else, please specify: I‟m not proud of anything 4% I‟m proud of everything! 7%70% N = 121 USA Average cross studied countries 5 / F = If female0%
  16. 16. // IF SHE WAS GOD… Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? 0% 10% 20% 30% 40% 50% 60% 70% My belly / stomach 46% My upper legs 29% My buttocks 19% My breasts / cleavage 18% My skin 15% My mouth / teeth 11% My hair 10% My arms 8% My feet 6% My lower legs 6% My private parts 4% My face in general 4% My cheeks 4% My toes 3% My shoulders 3% My muscles in general 2% My chest My back My fingers / nails My ears My neck My hands / wrists My eyes My belly button My ankles Something else, please specify: None of the above 12% I would like to change everything! 4%70% N = 125 / F = If female USA Average cross studied countries0%
  17. 17. // COSMETIC SURGERYQ: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 7% 15% 78% 53% 20% Everything Something Nothing N = 125 / F = If female TOP 2% Consider surgery? 21% 25% 24% 18% 12% 40% 24% N = 110 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 3 out of 4 female Gen Yers would consider to change at least something about their body! Of those, 2 out of 5 does not say no to cosmetic surgery.
  18. 18. // HIS FAVOURITE BODY PARTS Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of. 0% 10% 20% 30% 40% 50% 60% 70% My eyes 34% My hair 22% My skin 14% My private parts 14% My mouth / teeth 13% My face in general 10% My belly / stomach 9% My fingers / nails 8% My hands / wrists 7% My shoulders 7% My chest 7% My arms 6% My buttocks 6% My feet 6% My muscles in general 6% My ears 5% My upper legs My neck My lower legs My toes My cheeks My back My ankles My belly button My breasts / cleavage Something else, please specify: I‟m not proud of anything 7% I‟m proud of everything! 21%70% N = 125 / F = If male USA Average cross studied countries0%
  19. 19. // IF HE WAS GOD… Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? 0% 10% 20% 30% 40% 50% 60% 70% My muscles in general 18% My belly / stomach 18% My mouth / teeth 14% My chest 14% My face in general 12% My skin 11% My upper legs 8% My hair 8% My arms 8% My feet 8% My private parts 8% My toes 7% My fingers / nails 7% My hands / wrists 6% My back 5% My buttocks 4% My ears My lower legs My eyes My cheeks My neck My ankles My shoulders My breasts / cleavage My belly button Something else, please specify: None of the above 27% I would like to change everything! 6%70% N = 125 / F = If male USA Average cross studied countries0%
  20. 20. // COSMETIC SURGERYQ: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 6% 27% 67% 53% 20% Everything Something Nothing N = 125 / F = If male TOP 2% 48% 17% 17% 13% Consider surgery? 19% 23% N = 91 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 1 out of 4 male Gen Yers are happy about their body and would not like to change something about their body. Of those who would like to change at least something, 19% would consider plastic surgery.
  21. 21. // Hot takeaways69% of the American Yrs considers themselves to beunique. They want to be unique in the things they say(53%), the clothes they wear (51%) & their hobbies(51%). 14% does not want to be unique in the brandsthey use. If they would, they‟ll probably use H&M (45%)or Zara (39%) as clothing brands, Converse Allstars(51%) as a sports brand to be unique in what they wear.Eat M&M‟s (50%) and drink Coca-Cola (40%) or Red Bull(35%), while using Apple technology (75%).Above all, American Yers want to be remembered as agood friend (30%) and a caring (22%), loving (22%) &honest (22%) person.
  22. 22. //UNITEDKINGDOM
  23. 23. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Male 51% Gender Questionnaire Female 49% • Survey of 20 minutes Age 15-18 19-21 37% 27% 22-25 36% I‟m still studying 53% No job, not looking for one 3% No job, looking for on 10% Professional Job, < 1 year working experience 11% Situation Job, 1 year working experience 6% Job, 2 years working experience 4% Job, 3 years working experience 3% Job, > 3 years working experience 9% Single, no kids 76% Single, kids 4% Private situation Partner, no kids 15% Partner, kids 5%
  24. 24. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 55 % of the UK Yers think they’re unique! 100% 75% 50% 25% UK Average cross studied countriesN = 249 / F = No
  25. 25. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Levi‟s Clothing Abercrombie & Fitch (A&F) Zara Diesel Tommy Hilfiger H&M Converse Allstars Sports Nike Adidas Puma Within the research categories, the Red Bull Food & Drinks Coca-Cola perceived uniqueness of brands M&M‟s can differ a lot. Overall winners are Doritos Mars Apple (63%) and its sub brand McDonald‟s Pepsi iPhone (60%), followed at close Apple foot by Nintendo (59%). Technology Nintendo Microsoft Within the category of „food & drinks‟, Sony Coca-Cola‟s and Red Bull are the Dell HP leading brands on uniqueness. Personal Care Gilette Nivea Dove L‟Oreal Axe / Lynx Mobile Nokia iPhone Samsung Sony Ericsson UK Belgium Average cross studied countries Average cross studied countiriesN = 249 / F = No
  26. 26. // REMEMBER ME AS… Q: Sooner or later we’re all going to die... but we’ll live on in the memories of our friends, families, former colleagues / classmates, neighbours and many others! How should those people remember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 34% ...a caring person 28% ...an honest person 23% ...a kind person 21% ...a happy person 18% ...a funny person 17% ...a reliable person 15% ...an original / creative person 15% ...a true soul mate 14% ...a smart person 11% ...a hard worker 11% ...a unique person 10% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% ...an authentic person 10% ...a successful businessman/woman 9% Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) ...a perfect mom/dad ...a sexy / beautiful person ...a cool person ...a socially and ecologically engaged person ...a famous person ...a popular person ...a cosmopolitan Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (34%) and a caring (28%) and honest (23%) None of the above person. The last thing they want, is being remembered as popular and/or famous. UK Average cross studied countries N = 249 / F = No
  27. 27. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? UK Gen Yers want to stand out by their things they say to others (47%) and a hobbies (34%). The lack of interest in politics is again confirmed, moreover Uk Yers also don‟t want to be remembered from the food they eat. SOMEONE ELSE MYSELF MYSELF NOT UNIQUE UNIQUE ...the things you say to others 7% 73% 73% 11% 47% 12% 71% ...your hobbies 71% 14% 45% 10% 65% ...your profession 65% 10% 45% 6% 64% ...the cities/countries you visit 64% 9% 10% 60% 43% ...the music you listen to 60% 16% 16% 57% 42% 57% be working for in the future) ...the company you work for (or will 10% 9% 57% 40% ...the clothes you wear 57% 17% 19% 54% 39% 54% ...the text messages you send to friends 18% 17% 51% 35% 51% 23% ...the bars, restaurants, museums, etc. you visit 15% 50% 33% 50% ...the things you share online 25% 48% 15% 32% 48% 28% 44% ...the brands you use 18% 31% 44% 23% 44% ...your body 18% 30% 44% 30% 42% ...your hairstyle 42% 20% 29% 32% 38% ...the political ideology 38% believe in you 20% 27% 34% 34% ...the food you eat 34% 19% 26% Rest BOT 2 1 - I do not want to be unique at all 2 3 - Neutral average / 2 4 5 - I want to be very unique TOP 2 Rest3 - Neutral / F average / 2 N = 249 = No 4 5 - I want to be very unique TOP 2 Rest
  28. 28. // LOOK INTO MY EYESQ: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the most proud of. TOP 5 TOP 5 MEN WOMEN Eyes 27% 42% Eyes Nothing 20% 28% Hair Hair 18% 20% Breasts / Cleavage Skin 14% 16% Belly Muscles 13% 16% Mouth / teethN = 249 / F = No
  29. 29. // HER FAVOURITE BODY PARTS Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of. 0% 10% 20% 30% 40% 50% 60% 70% My eyes 42% My hair 29% My breasts / cleavage 20% My belly / stomach 15% My mouth / teeth 15% My lower legs 12% My hands / wrists 11% My skin 11% My ears 11% My fingers / nails 10% My buttocks 10% My arms 8% I‟m not proud of anything 7% I‟m proud of everything! 7% 20% 17% 15%22% 18% 17% 15% 14% 11% My face in general 7% 9% 7% 7% My back 6% My feet 6% Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Something else, please specify: 5% My neck 5% My ankles My private parts My cheeks My chest My upper legs My belly button My shoulders My muscles in general 0% My toes UK Average cross studied countries N = 122/ F = If female
  30. 30. // IF SHE WAS GOD… Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? 0% 10% 20% 30% 40% 50% 60% 70% My belly / stomach 37% My upper legs 37% My skin 20% My breasts / cleavage 18% My lower legs 14% My mouth / teeth 12% My buttocks 11% My hair 9% My face in general 8% My arms 7% Something else, please specify: 6% My toes 6% My feet 5% My private parts 5% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% My hands / wrists 4% My fingers / nails 4% Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) My ears My eyes My back My shoulders I would like to change everything! My belly button My muscles in general My ankles My chest My neck My cheeks 1% UK Average cross studied countries N = 122/ F = If female
  31. 31. // COSMETIC SURGERYQ: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 2% 12% 53% 85% 20% Everything Something Nothing N = 122 / F = If female TOP 2% 40% 14% 21% 19% Consider surgery? 25% 24% N = 72F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 72% female Gen Yers would consider to change at least something about their body! Of those, 1 out of 4 females does consider cosmetic surgery.
  32. 32. // HIS FAVOURITE BODY PARTS Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of. 0% 10% 20% 30% 40% 50% 60% 70% My eyes 27% I‟m not proud of anything 20% My hair 18% My skin 14% My muscles in general 13% My arms 10% I‟m proud of everything! 10% My face in general 10% My private parts 10% My mouth / teeth 9% My shoulders 9% My upper legs 7% My feet 6% My belly / stomach 6% My hands / wrists 6% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% My lower legs 6% My buttocks 6% Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) My fingers / nails 4% My cheeks 4% My chest My toes My ears My back My ankles My neck My breasts / cleavage Something else, please specify: 0% My belly button UK Average cross studied countries N = 127/ F = If male
  33. 33. // IF HE WAS GOD… Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? 0% 10% 20% 30% 40% 50% 60% 70% My muscles in general 25% My belly / stomach 20% My hair 16% My face in general 14% My feet 10% My private parts 10% My skin 9% I would like to change everything! 9% My mouth / teeth 8% My toes 6% My ears 6% My chest 6% My upper legs 5% My buttocks 5% My fingers / nails 5% 20% 17% 15%22% 18% 17% 15% 14% 11% My ankles 9% 7% 7% 5% My arms Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) My back My cheeks Something else, please specify: My eyes My neck My lower legs My hands / wrists My shoulders My belly button My breasts / cleavage 0% UK Average cross studied countries N = 127/ F = If male
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