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“State of the Nation Report on Youth 2010”






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“State of the Nation Report on Youth 2010” “State of the Nation Report on Youth 2010” Document Transcript

  • youth state of the nation An insight report. Dive into a new world of youth... Attitudes to... Life Life Hopes & Fears Family Advertising Buying Life Life Consuming media... Friends Interests Broken down by... In the mesh In the mesh Media in context Using technology Age Online Online Online Consuming Interacting Influencing Gender Through the day Through the day Trends by time Planning their day Country About this document Insight Conclusions
  • A word about this document your key to the world of Youth We understand the pressing need for audience insight as an essential element of any campaign – it’s why we have brought together a range of sources in this single document. The idea is to put at your fingertips key points from the wealth of industry-leading research owned by Microsoft Advertising – whether you are a planner looking for intelligence to share with your team, an advertiser needing to get closer to your consumers, or just someone interested in understanding this audience in more detail. Of course, Youth is just one of the markets that we understand deeply and reach globally everyday – hopefully this document gives you the confidence to get in touch if you need more custom research or ideas on how you can use these insights and our solutions to The videos used to add colour and depth to this insight engage and influence the market. report are taken from a much larger selection available to view and download at www.audienceselector.com Youth: their hopes, fears, interests, activities, purchasing and influencing behaviours... View all of the video vox pops at www.audienceselector.com
  • Insight Myth vs. reality When planning a cross-border campaign, it’s tempting Exposed by research to talk about “the Youth of today”. But “Youth” isn’t just a single, easily defined, homogeneous group Research shows that many of the generalisations spread across Europe. There are major differences about “Youth” beloved by the media are based on between young people – male and female – in different hearsay. Young adults are pragmatic, but they’re also countries and age groups, with different interests, anxious about security – whether this is provided by habits and hobbies. their parents, a partner, or close friends. They crave real, meaningful human interaction, and prefer a good Despite these differences, there are important common conversation to wanton hedonism. factors. For example: young people between 16 and 24 years old are disproportionately heavy users of digital media in their daily lives. They lead the rest of the field in their media consumption habits. And generally speaking, young people in different countries resemble each other more than they resemble their older peers. “It’s easy to get caught up in the hype around teenagers. The notion that teens CANNES are too busy texting and Twittering to be engaged with traditional media is exciting, but false. To develop the best strategy around teens and media, start by challenging popular assumptions about teens. Don’t focus on the outliers, but on the macro-level trends of media and preferences for the segment. The averages will show you that teens can often be reached by the same means as Click on the image to play the short video. Many more videos available at www.audienceselector.com. If you’re having their parents.” problems watching the video, please update your version of Adobe Reader. Nielsen, How Teens Use Media
  • Attitudes... ... to life Hopes and fears Young people have plenty of fears and aspirations – arguably they’re more prominent in younger people than in more experienced older audiences. Advertising can reflect, assuage or build on these personal motivators. In daily life young people are pragmatic (perhaps surprisingly so), well-informed and discerning. They are confident in their youth; but they’re also relatively immature, often living at home (in many countries because so many of them are students) and frequently uncomfortable with responsibility. The things they worry about most are getting a good career (46%) and getting a good education (45%). In general, their biggest concerns are things that affect their everyday lives rather than the environment, economy and other social issues. “Security means material security for the 18-24s – a planned education and career. This is a reaction against the worrying situation in the job market. Their orientation is closer to that of their grandparents in the post-war period than For more on the attitudes behind Youth behaviour, their own parents.” we recommend the ‘Young Adults Revealed’ report Klaus Hurrelmann, Germany Cited in Young Adults Revealed
  • Attitudes... ... to life Family Interests Young people value their friends, but they also The websites they visit, and the subjects they discuss, value their families – much more than common reflect their day-to-day interests – news, health preconceptions would suggest. This generation tend and finance don’t interest them as much as sport, to enjoy a much closer relationship with their parents technology and music. They’re comfortable with than did previous generations. For example: technology, having grown up with digital media and not known a time before the Internet was widespread. • 77% spent time with their family in the last week even though only 49% live at home, so they clearly Despite the widespread belief that modern “Youth” regard spending time with family as enjoyable; is a generation of couch potatoes, young people are • Parents have positioned themselves as their best actually active and gregarious. 35% really enjoy sports friends, and are much more liberal. with friends; 59% like to go to the cinema; a third like to go to gigs; 30% like going to clubs. But they also Friends actively enjoy doing things at home. For example, 60% like to chill out. And guess what? 46% like... Despite the prevailing myth, research shows that friends reading books. are only the third most important thing in young people’s lives, trailing well behind partners (65%) and way behind family (76%). Today’s young people are building finely differentiated relationships with a much wider variety of “friends”, ranging from a hierarchy of close, trusted friends at one extreme to random Internet-based “friends” at the other. It’s important to note, however, that friendship is not becoming devalued so much as diversified. ‘Circuits of Cool’ is a good On average, 14-24-year-olds have 53 friends, with source of information on the around six close friends. 20 friends tend to be online attitudes behind friendship contacts they’ve never met in person: the internet is not only providing new ways for existing friends to stay in touch - with areas like World of Warcraft it is also creating entirely new groups of friends.
  • … to advertising Not only is this audience discerning, it’s also relatively Around two-thirds of young people searched for a open-minded when it comes to advertising. Whether brand in the last month, and a similar figure visited a this reflects a change in perception (that advertising has brand website: so no surprises there. But much more value), or merely a less jaded outlook, the figures show interesting is the fact that 47% say they’ve clicked on a that they regard advertising – in all its formats – as corporate advert, and the same proportion has clicked more useful than do older consumers. on a banner ad. This is valuable information: it means that online advertising and banner ads resonate with Tone of voice is vital. This audience regards itself as 18-24s, and they’re prepared to respond to them well-informed and discerning – and it doesn’t like being talked down to! Their confidence can sometimes Surfing, seeking information and shopping are the be deceptive – it is fair to say that they are often modes in which consumers are most open to and aware influenced more than they may realise. of ads. The amount of attention someone is paying to what they are doing has little bearing on their ad With respect to online advertising, not only do they awareness. Which is just as well, since 71% are multi- understand that it supports free content, but also tasking while they’re online. appreciate its intrinsic value. On the web, interactive elements are some of the most appealing to a youth “Young people can be appreciative audience: the same is true of advertising. The most of good advertising, but scathing of popular forms of advertising offer a fair exchange: for intrusive or predictable ads. In general their investment in time, viewers or participants receive something in return, either in the form of humour, the response to online ads is positive offers, interaction or interesting nuggets of information as youthful consumers make the link worth passing on to friends and family. Obviously between advertising and free content.” high-value ads also contain other key ingredients (appropriate tone of voice, positioning, choice of format, and so on). Engaging with Online Advertising Click the image to read the case study: ‘Adidas scores success with online football game’
  • Attitudes... … to buying We’ve seen that the youth audience is often more open Click the image to read the to advertising than other groups (and also more likely case study: ‘Mobile and online to see it as intrinsically valuable). But in deciding what prove perfect screen couple to do with this influence, it is worth remembering that for Get Smart launch’ they are actually LESS likely to make purchases online than other consumers. Reasons for this include the relatively low penetration of credit cards compared to 25-34s, but the underlying theme is that this discerning group researches products and services extensively online before going to make offline purchases. This research can take a number of different forms. For example, it could include a visit to a company’s website in response to an advert (for example to check stock levels in a store), or using a price comparison site (as in the video example opposite) before buying offline. Later sections of this report also illustrate how the youth audience are among the most frequent online reviewers of the products they buy (and they also use these reviews to plan their purchases). Their biggest spends are on clothes, mobile phone bills, technological items, snack food and travel. But clearly while online advertising exerts a strong influence, Germany the result is just as likely to be offline revenue for advertisers as online. Click on the image to play the short video. Many more videos available at www.audienceselector.com. If you’re having problems watching the video, please update your version of Acrobat Reader.
  • Consumption of media … in the mesh Media in context In 2008, while 92% of 16-24 year olds were Yes, television is still popular, but it no longer commands watching TV... 100% attention. While just as many young consumers watch it, they watch for fewer hours each week and are … 90% of them were also using the Internet just as happy to do other things while the TV set is on. The single-set household is also on the decline: young … 69% of them were also listening to the radio people often watch TV or video on other screens (PC, … 62% of them were also reading a newspaper PVR, mobile) in other rooms. … 51% of them were also reading a magazine One of the key buzzwords defining Youth’s media consumption is media multi-tasking or “media Mediascope Europe 2008 meshing”. TV’s decline as an untouchable medium is illustrated by the fact that only 1 in 3 young consumers actually gives TV their undivided attention; the rest the sheer breadth of possibilities plus the ‘everything watch it while doing something else. For the most under one roof’ nature of the Internet make it a young part, this ‘something else’ is using the Internet, but person’s must-have medium. may also include reading books, newspapers or magazines, texting friends on mobiles and so on. The And they’re happy to connect to it from anywhere. increasing use of PVRs means that viewers watch less Accessing the web from home still predominates, live TV, which in turn means that advertising can no but many young people surf from school, college or longer guarantee to reach audiences in its intended university. Some go online from their mobile phones, context or time slot. and traditional barriers are being overcome by factors like the popularity of iPhones and unlimited data plans. On the other hand, even using the Internet is not an isolated activity for young people – generally they will also have the radio or TV on at the same time. “Multi-tasking is a given for this generation The bet that all Even with these caveats there’s no denying that the Internet is the key medium for this audience, and the communicators of the near future will one they most rely on. As we’re often told, this is the want to win will be share of affinity and first generation to grow up with broadband Internet, interaction, rather than just attention.” and they’re used to turning to it for everything. It hasn’t yet replaced individual media channels, but Christian Lazopoulos, Young Adults Revealed
  • Consumption of media … in the mesh Using technology Broadly speaking, for young people everything is – or Given the number of column inches devoted to social can be – social, mainly thanks to technology. Even networking sites, you could be forgiven for thinking when they go shopping in person, they ask friends that 100% would have visited a social network in the for opinions by sending photos on their mobiles. last week. In reality, more young people read a book Instant messaging (IM) allows them to extend their (63%) than visited a social network – something worth conversations to any part of the day without excluding bearing in mind when plotting the next campaign other activities (e.g. messaging while watching TV); aimed at young adults. social networks allow them to share banter, photos and links in a way that wasn’t possible even a short while 70% of 14-24s use social networking sites, but fewer ago. They’re just as keen as anybody else on catching of them (54%) have a profile they keep up to date. up with friends face-to-face; it’s just that technology Interestingly, social networks rank lowest on the list allows them to stay in touch at other times as well. of preferred methods of keeping in touch with friends (just 2%), whereas texting is highest (22%) after face- As techno-savvy ‘digital natives’, young people are to-face meetings (52%). happy to turn to the Internet for most things; indeed, the Internet is the “most loved” technology, followed If you believed the hype, you’d think content would be by email, TV, mobile and IM. For example, they listen to sent or published most frequently by social networking the radio almost as much over the Internet as through a sites. In actual fact, social networking is only used conventional set. Young people don’t read newspapers slightly more than mobiles, and trails some way behind as much as their older peers, possibly because of a IM and e-mail. Photos, amusing clips, interesting links, lower level of interest in news overall – but also because TV clips and news clips are sent most frequently. they use newspaper and portal sites to get their regular news updates, often through RSS subscriptions. Continued...
  • Consumption of media … in the mesh Using technology cont... Video is a hot topic at the moment, and certainly “Young people use mobile phones as a the younger audience is leading the charge to watch means of portraying themselves. The use more video content online. 76% have streamed short of the mobile also allows them to have an video clips in the last month, and 57% have watched programmes or films. To some extent uptake is “infinitely variable” timetable which is not hampered by infrastructure (broadband bandwidth), fixed and which takes into account the also because the TV set is still the traditional hub of urges of the moment, the spontaneity.” the home. But as with other ‘traditional’ media, longer- form video is now online too, and the youth audience Julien Fere, Young Adults Revealed is leading the uptake here as well. It is clear that communication is not the only major motivator for going online. Another key driver of online activity is now gaming. Almost half (44%) of young people played games online in the last week, while a third played on consoles and 22% played on portable gaming devices. Internet access using mobiles is still a hugely underdeveloped area. The most common activities are using email (52%), checking weather/travel, and listening to the radio. Mobile Internet access varies drastically between countries (on the whole, it is actually more widespread outside Europe).
  • Consumption of media … online Consuming • YouTube – 14 hours of video uploaded Today’s 16-24 age group consumes more media than every minute previous generations. But with only 24 hours in a day, • Flickr – 6.6M photos uploaded every day their media consumption is overlapping: no single medium holds their undivided attention for long. • Wikipedia – 11.2M articles • Trip advisor – 15m reviews The way they use individual media is changing too: this group is among the first to adjust to new technologies. UM Tracker – When did we start trusting strangers? Indeed, they are comfortable with the idea of being able to find or do virtually anything on the Internet. But youth media consumption is not as unconventional Between 2004 and 2008, in a given week the number as some would suggest. In fact, more of them watch of 16-24s watching TV declined by 10%, listening to TV each week than use the Internet – and there are the radio declined by 4%, using the Internet grew by suggestions that watching TV is first, more of a family 44%, reading newspapers declined by 11%, and reading event, and second, a simple ‘turn on and watch’ magazines declined by 16%... medium in a way that the Internet can’t quite match. In short, despite the vast array of technologies and entertainment devices available, teenagers and young adults continue to enjoy activities that parallel those of previous generations – listening to music, watching TV and being with friends – although all of these activities now include a significant online component. The ‘Mediascope European What’s more, modern Youth doesn’t always have to go Study’ is particularly useful for out to have fun. 35% agree that it’s as much fun staying trends in popularity and usage of different channels at home as going out anywhere.
  • Consumption of media … online Interacting To research products, they use the same tools to which The prioritisation of communication and socialising is they contribute themselves – forums, interactive review also evident in other online activities, the most obvious sites, blogs and so on. So not only is it important to example being gaming, which is becoming more social reach this group with advertising; in view of their as consoles and IM facilities mature. But video clips, influence and knowledge, it’s arguably more important viral links, product reviews etc. all reflect the same to reach them than other consumers. underlying need, as young people circulate items of interest and express their opinions about them. For this knowledgeable, assertive audience, the Internet is as much about interaction as it is about passive “Young adults want sympathy. information. Opinionated, discerning, they love sites that give them opportunities to air their opinions and share Communication is often done via mobile their views. Because they’re still young, they’re keen to mail with people looking for others who tell everybody what they’ve been up to, how they’re are sympathetic. However, face-to-face or feeling and what’s important to them. Hence key outlets direct communication is a bother. That’s for them are social networks, forums and blogs, IM and why they use their blogs to send out a e-mail; and websites that allow them to interact and take part are more rewarding than those that don’t. message to many people, hoping that some of them would be sympathetic.” With respect to communication, there’s no indication that social networking is replacing IM or IM is replacing Kaori Kashiwase & Naoko Murakami, Young Adults Revealed e-mail. Each medium plays a distinct role: IM supports informal chatting and allows users to send files and links easily. Email is slightly more formal and supports wider distribution. A social network is a one-to-many forum: built-in chat clients depend on friends being on the same site at the same time. Topics of conversation vary accordingly: IM is used to chat about social issues, fashion, informal news, hopes and worries; e-mail is used to discuss more detailed plans, study/work issues and so on.
  • Consumption of media … online Influencing 16-24s are very influential. They are most knowledgeable and influential in the traditional youth ‘heartland’ of mobile phones, music and consumer technology. But they also have opinions on financial services (especially car insurance!), healthy-living, cars and bikes, and aren’t afraid to share them. UK They consider themselves as experts in music, films and consumer electronics, and believe they can influence their friends with their opinions on these topics. Friendship groups are informative and influential sources in terms of product choices. Click on the image to play the short video. Many more videos available at www.audienceselector.com. If you’re having Online, consumer power is becoming a major problems watching the video, please update your version of influence. User-driven content clearly demonstrates Acrobat Reader. how individuals and groups can make a difference and spread their opinions – on the environment, politics, new movies, or their experiences of products and services – over a steadily expanding plethora of media channels. • The Greeks (40%) reckon they’re a convincing For more on the interests lot when it comes to home entertainment and areas of expertise where products and cosmetics (42%). Youth will influence others, see the ‘Young Adults • Modestly, only 24% of Italians reckon they Revealed’ report can convince their friends of their opinions about fashion. Young Adults Revealed
  • Consumption of media … through the day Trends by time Planning the day As you would expect, there are peaks and troughs in the While information takes precedence earlier in the day, numbers of young people online during a typical day. there’s still plenty of communication going on – this is, after all, a group for which socialising is a key activity. For 16-24s, the busiest times for being online are the Younger users will generally start and finish their online late afternoon and evening. In the morning, internet use sessions by checking their email accounts, Facebook is less frequent, and tends to be reasonably functional accounts and so on. In the morning, however, these – checking online banking, catching up on emails activities will be given a lower priority – rather than and looking for information for work or study. In the driving online sessions, they are usually done while an afternoon, the focus shifts more to social activities – online session is in progress. Most young people check communication in various forms – while in the evening their e-mail every few hours during the day in any case. ‘entertainment’ and relaxation become the main drivers. Interestingly, only 57% of online activity is planned in Understanding this kind of context is critical – but as we advance: consumers start by visiting familiar websites see opposite, there is rarely a single focus for an internet and then wander off into new territory, often following session. For example, almost half the people who go recommendations by friends. online to look for some information will check their messages before they move on to the search. Click the image to download ‘Engaging with Online Advertising’ by Microsoft Advertising (formerly Microsoft Digital Advertising Solutions)
  • Breakdown Age Age differences • 10-13 years old – Technology is like another toy Clearly 16-18s have different concerns, activities and consumption habits from 18-21s, while 22-24s are • 14-17 years old – Wider emotional needs led much more likely to be in full-time work, with a shift to deeper engagement with communication towards mainstream aspirations, media consumption technologies and interests. • 17-20 years old – Usage is more settled But perhaps surprisingly, there is little difference between the activities and habits of 18-21s and 22-24s Circuits of Cool except in the top income brackets, where only 7% of 18-21s have more than $300 of disposable income, versus 12% of 22-24s. Interestingly, despite the bills they have to pay, those who own or rent their own property have more disposable income than those still living in the family home. Individuals living alone have the highest disposable income, followed by those living with partners. There are also changing habits in online usage as young adults grow up. For example, younger users invest more energy in ‘showing off’ (for example by accumulating ‘friends’ on Facebook), while older youths will use the internet more functionally (so Facebook becomes a place to arrange meeting up with friends). Click the image to download ‘Circuits of Cool’ by Microsoft/MTV (covering 16 countries globally)
  • Breakdown Gender Gender differences Some gender differences are very predictable (men are There are surprisingly few gender differences in terms of twice as likely to have played on a games console), while technology ownership – especially in terms of ownership others offer more useful insights. For example, young of PCs and laptops. Perhaps even more surprising, men are more worried about the economy and being the percentages are similar among students, full-time popular, while young women are more concerned with workers, men and women. health and education. In terms of influencing peer opinion, women only In terms of online activity there are some significant believe they can influence their friends more than men differences between the genders. The morning/ when they are discussing fashion and cosmetics – in this afternoon peaks mentioned above are much more respect, at least, typical gender distinctions appear to pronounced in the case of young women online, remain in place! especially with respect to communication, while young men generally spend more time on entertainment. Upsetting the popular misconception that modern Youth is a sedentary, indoor generation, 18% of males (against just 8% of females) cited playing sport or taking exercise as one of their favourite three activities. Favourite or not, 62% of males and 49% of females played sport or took exercise in the last week, and 29% of males and 20% of females went to the gym. While a male bias is evident, the gender gap is not as great as anecdotal evidence would suggest. However, men tend to talk more about sport, while women tend to talk more about other topics, especially social arrangements. Click the image to download ‘Engaging with Online Advertising’ by Microsoft Advertising (formerly Microsoft Digital Advertising Solutions)
  • Breakdown Country National differences Infrastructure plays an important role in determining the “The priority is their professional life. They prioritisation of online activities in different countries. have less time than we had at their age. For example, the penetration and maturity of broadband access to the Internet in Sweden makes possible online They have so many classes, they feel activities that are beyond the reach of many users in pressured by the demands of professional Italy – extended viewing of films online, for instance. life. They are not even in this life yet but feel the competitiveness and it really For advertising purposes, national differences can exists. Their free time is not really free, highlight significant – and sometimes surprising – opportunities. For example, 36% of Norweigans say they fill it up with courses.” they are open to commercial messages when online, Sandra Soares, Young Adults Revealed compared with just 20% of Germans. There are also some interesting differences in what is important in a young adult’s life. For example, friends are most important to Greeks and Norwegians, while the French have a high regard for hedonism and the Romanians focus on money. Some unlikely countries seem to enjoy many different channels for accessing entertainment news, suggesting a particular fascination with this material. Greece and Romania are all consistently above average in this respect, while the UK seem largely disinterested – an intriguing reflection on the influence (or lack of it) of tabloids and the paparazzi on 16-24s. Click the image to read the case study: ‘MSN marketing solution puts Grolsch in the groove’
  • Conclusions Insight, reach, results If there is one message to take from this report, it is By combining channels intelligently, at carefully judged that there are no simple answers when it comes to the times of day or night, it is far more likely that a brand will Youth audience across Europe. exert significant leverage on the younger generation. As we have seen in this report, this cross-platform We have highlighted how some myths are contradicted approach is one with which the younger generation by surprisingly ‘grown-up’ attitudes, as well as how the is already intimately familiar – and which Microsoft internet has become a constant companion, amplifying Advertising is exceptionally well placed to service. rather than replacing traditional activities. But every country, every age group, every gender has comScore key insights into the Microsoft a different story to tell. Microsoft Advertising would Advertising audience: be delighted to help you delve into more specific insights, as well as to explore how a range of targeting • Two thirds of 15-24s across Europe use options can deliver greater results from the influential Microsoft properties, and this age group Youth audience. accounts for 25% of our audience; • 15-24 year old Internet users in Europe spent a total 26.4 billion minutes (440 million hours) on Windows Live Messenger in June 2009... • ... and made 503 million visits to Hotmail. • Across the UK, Germany, Italy, Spain, Belgium, France and the Netherlands, 80% of 15-24 year olds were served an ad by Microsoft in a single month. Reference sources • Engaging with Online Advertising – Microsoft Digital Advertising Solutions • Young Adults Revealed (Global Report 2008) – Synovate (covering 26 countries, including 14 in Europe) • Circuits of Cool – Microsoft/MTV (covering 16 countries globally) • Mediascope European Study 2008 – EIAA (with Synovate and others) – (covering 10 European countries) • When did we start trusting strangers (September 2008) – Universal McCann EMEA (covering 29 countries, including 15 in Europe and Eastern Europe)
  • You dream it. We deliver it. © 2009 Microsoft Corporation. All rights reserved. Microsoft is a trademark of the Microsoft group of companies.