An insight report.
Dive into a new
world of youth...
youthstate of the nation
Attitudes to...
Consuming media...
Broken do...
A word about
this documentyour key to the world of Youth
We understand the pressing need for audience insight
as an essent...
“It’s easy to get caught up in the hype
around teenagers. The notion that teens
are too busy texting and Twittering to
be ...
... to life
Hopes and fears
Young people have plenty of fears and aspirations
– arguably they’re more prominent in younger...
... to life
Family
Young people value their friends, but they also
value their families – much more than common
preconcept...
… to advertising
Not only is this audience discerning, it’s also relatively
open-minded when it comes to advertising. Whet...
… to buying
We’ve seen that the youth audience is often more open
to advertising than other groups (and also more likely
t...
… in the mesh
Media in context
Yes, television is still popular, but it no longer commands
100% attention. While just as m...
… in the mesh
Broadly speaking, for young people everything is – or
can be – social, mainly thanks to technology. Even
whe...
… in the mesh
Video is a hot topic at the moment, and certainly
the younger audience is leading the charge to watch
more v...
… online
Today’s 16-24 age group consumes more media than
previous generations. But with only 24 hours in a day,
their med...
… online
To research products, they use the same tools to which
they contribute themselves – forums, interactive review
si...
… online
16-24s are very influential. They are most knowledgeable
and influential in the traditional youth ‘heartland’ of
...
… through the day
Trends by time
As you would expect, there are peaks and troughs in the
numbers of young people online du...
Age
Age differences
Clearly 16-18s have different concerns, activities and
consumption habits from 18-21s, while 22-24s ar...
Gender
Gender differences
Breakdown
Some gender differences are very predictable (men are
twice as likely to have played o...
Country
National differences
Breakdown
Infrastructure plays an important role in determining the
prioritisation of online ...
Insight, reach, results
If there is one message to take from this report, it is
that there are no simple answers when it c...
© 2009 Microsoft Corporation. All rights reserved.
Microsoft is a trademark of the Microsoft group of companies.
You dream...
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“State of the Nation Report on Youth 2010”

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“State of the Nation Report on Youth 2010”

  1. 1. An insight report. Dive into a new world of youth... youthstate of the nation Attitudes to... Consuming media... Broken down by... Advertising Buying Life Hopes & Fears Life Family Life Friends Life Interests In the mesh Media in context In the mesh Using technology Online Consuming Online Interacting Online Influencing Through the day Trends by time Through the day Planning their day Gender Age Country About this document Insight Conclusions
  2. 2. A word about this documentyour 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 engage and influence the market. The videos used to add colour and depth to this insight 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
  3. 3. “It’s easy to get caught up in the hype around teenagers. The notion that teens 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 their parents.” Nielsen, How Teens Use Media Myth vs. reality When planning a cross-border campaign, it’s tempting to talk about “the Youth of today”. But “Youth” isn’t just a single, easily defined, homogeneous group spread across Europe. There are major differences between young people – male and female – in different countries and age groups, with different interests, habits and hobbies. Despite these differences, there are important common 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. Insight Exposed by research Research shows that many of the generalisations about “Youth” beloved by the media are based on hearsay. Young adults are pragmatic, but they’re also anxious about security – whether this is provided by their parents, a partner, or close friends. They crave real, meaningful human interaction, and prefer a good conversation to wanton hedonism. 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 Adobe Reader. CANNES
  4. 4. ... 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 their own parents.” Klaus Hurrelmann, Germany Cited in Young Adults Revealed Attitudes... For more on the attitudes behind Youth behaviour, we recommend the ‘Young Adults Revealed’ report
  5. 5. ... to life Family Young people value their friends, but they also value their families – much more than common preconceptions would suggest. This generation tend to enjoy a much closer relationship with their parents than did previous generations. For example: • 77% spent time with their family in the last week even though only 49% live at home, so they clearly regard spending time with family as enjoyable; • Parents have positioned themselves as their best friends, and are much more liberal. Friends Despite the prevailing myth, research shows that friends 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. On average, 14-24-year-olds have 53 friends, with around six close friends. 20 friends tend to be online 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. Attitudes... ‘Circuits of Cool’ is a good source of information on the attitudes behind friendship Interests The websites they visit, and the subjects they discuss, reflect their day-to-day interests – news, health and finance don’t interest them as much as sport, technology and music. They’re comfortable with technology, having grown up with digital media and not known a time before the Internet was widespread. Despite the widespread belief that modern “Youth” is a generation of couch potatoes, young people are actually active and gregarious. 35% really enjoy sports with friends; 59% like to go to the cinema; a third like to go to gigs; 30% like going to clubs. But they also actively enjoy doing things at home. For example, 60% like to chill out. And guess what? 46% like... reading books.
  6. 6. … to advertising Not only is this audience discerning, it’s also relatively open-minded when it comes to advertising. Whether this reflects a change in perception (that advertising has value), or merely a less jaded outlook, the figures show that they regard advertising – in all its formats – as more useful than do older consumers. Tone of voice is vital. This audience regards itself as well-informed and discerning – and it doesn’t like being talked down to! Their confidence can sometimes be deceptive – it is fair to say that they are often influenced more than they may realise. With respect to online advertising, not only do they understand that it supports free content, but also appreciate its intrinsic value. On the web, interactive elements are some of the most appealing to a youth audience: the same is true of advertising. The most popular forms of advertising offer a fair exchange: for their investment in time, viewers or participants receive something in return, either in the form of humour, offers, interaction or interesting nuggets of information worth passing on to friends and family. Obviously high-value ads also contain other key ingredients (appropriate tone of voice, positioning, choice of format, and so on). Around two-thirds of young people searched for a brand in the last month, and a similar figure visited a brand website: so no surprises there. But much more interesting is the fact that 47% say they’ve clicked on a corporate advert, and the same proportion has clicked on a banner ad. This is valuable information: it means that online advertising and banner ads resonate with 18-24s, and they’re prepared to respond to them Surfing, seeking information and shopping are the modes in which consumers are most open to and aware of ads. The amount of attention someone is paying to what they are doing has little bearing on their ad awareness. Which is just as well, since 71% are multi- tasking while they’re online. “Young people can be appreciative of good advertising, but scathing of intrusive or predictable ads. In general the response to online ads is positive as youthful consumers make the link between advertising and free content.” Engaging with Online Advertising Click the image to read the case study: ‘Adidas scores success with online football game’
  7. 7. … to buying We’ve seen that the youth audience is often more open to advertising than other groups (and also more likely to see it as intrinsically valuable). But in deciding what to do with this influence, it is worth remembering that 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, the result is just as likely to be offline revenue for advertisers as online. Attitudes... Click the image to read the case study: ‘Mobile and online prove perfect screen couple for Get Smart launch’ 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. Germany
  8. 8. … in the mesh Media in context Yes, television is still popular, but it no longer commands 100% attention. While just as many young consumers watch it, they watch for fewer hours each week and are just as happy to do other things while the TV set is on. The single-set household is also on the decline: young people often watch TV or video on other screens (PC, PVR, mobile) in other rooms. One of the key buzzwords defining Youth’s media consumption is media multi-tasking or “media 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 watch it while doing something else. For the most part, this ‘something else’ is using the Internet, but may also include reading books, newspapers or magazines, texting friends on mobiles and so on. The increasing use of PVRs means that viewers watch less live TV, which in turn means that advertising can no longer guarantee to reach audiences in its intended context or time slot. 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. Even with these caveats there’s no denying that the Internet is the key medium for this audience, and the one they most rely on. As we’re often told, this is the first generation to grow up with broadband Internet, and they’re used to turning to it for everything. It hasn’t yet replaced individual media channels, but the sheer breadth of possibilities plus the ‘everything under one roof’ nature of the Internet make it a young person’s must-have medium. And they’re happy to connect to it from anywhere. Accessing the web from home still predominates, but many young people surf from school, college or university. Some go online from their mobile phones, and traditional barriers are being overcome by factors like the popularity of iPhones and unlimited data plans. Consumption of media In 2008, while 92% of 16-24 year olds were watching TV... … 90% of them were also using the Internet … 69% of them were also listening to the radio … 62% of them were also reading a newspaper … 51% of them were also reading a magazine Mediascope Europe 2008 “Multi-tasking is a given for this generation The bet that all communicators of the near future will want to win will be share of affinity and interaction, rather than just attention.” Christian Lazopoulos, Young Adults Revealed
  9. 9. … in the mesh Broadly speaking, for young people everything is – or can be – social, mainly thanks to technology. Even when they go shopping in person, they ask friends for opinions by sending photos on their mobiles. Instant messaging (IM) allows them to extend their conversations to any part of the day without excluding other activities (e.g. messaging while watching TV); social networks allow them to share banter, photos and links in a way that wasn’t possible even a short while ago. They’re just as keen as anybody else on catching up with friends face-to-face; it’s just that technology allows them to stay in touch at other times as well. As techno-savvy ‘digital natives’, young people are happy to turn to the Internet for most things; indeed, the Internet is the “most loved” technology, followed by email, TV, mobile and IM. For example, they listen to the radio almost as much over the Internet as through a conventional set. Young people don’t read newspapers as much as their older peers, possibly because of a lower level of interest in news overall – but also because they use newspaper and portal sites to get their regular news updates, often through RSS subscriptions. Given the number of column inches devoted to social networking sites, you could be forgiven for thinking that 100% would have visited a social network in the last week. In reality, more young people read a book (63%) than visited a social network – something worth bearing in mind when plotting the next campaign aimed at young adults. 70% of 14-24s use social networking sites, but fewer of them (54%) have a profile they keep up to date. Interestingly, social networks rank lowest on the list of preferred methods of keeping in touch with friends (just 2%), whereas texting is highest (22%) after face- to-face meetings (52%). If you believed the hype, you’d think content would be sent or published most frequently by social networking sites. In actual fact, social networking is only used slightly more than mobiles, and trails some way behind IM and e-mail. Photos, amusing clips, interesting links, TV clips and news clips are sent most frequently. Consumption of media Using technology Continued...
  10. 10. … in the mesh Video is a hot topic at the moment, and certainly the younger audience is leading the charge to watch more video content online. 76% have streamed short video clips in the last month, and 57% have watched programmes or films. To some extent uptake is hampered by infrastructure (broadband bandwidth), also because the TV set is still the traditional hub of the home. But as with other ‘traditional’ media, longer- form video is now online too, and the youth audience 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 Using technology cont... “Young people use mobile phones as a means of portraying themselves. The use of the mobile also allows them to have an “infinitely variable” timetable which is not fixed and which takes into account the urges of the moment, the spontaneity.” Julien Fere, Young Adults Revealed
  11. 11. … online Today’s 16-24 age group consumes more media than previous generations. But with only 24 hours in a day, their media consumption is overlapping: no single medium holds their undivided attention for long. The way they use individual media is changing too: this group is among the first to adjust to new technologies. 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 as some would suggest. In fact, more of them watch TV each week than use the Internet – and there are suggestions that watching TV is first, more of a family event, and second, a simple ‘turn on and watch’ 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. What’s more, modern Youth doesn’t always have to go out to have fun. 35% agree that it’s as much fun staying at home as going out anywhere. Between 2004 and 2008, in a given week the number of 16-24s watching TV declined by 10%, listening to the radio declined by 4%, using the Internet grew by 44%, reading newspapers declined by 11%, and reading magazines declined by 16%... Consumption of media Consuming • YouTube – 14 hours of video uploaded every minute • Flickr – 6.6M photos uploaded every day • Wikipedia – 11.2M articles • Trip advisor – 15m reviews UM Tracker – When did we start trusting strangers? The ‘Mediascope European Study’ is particularly useful for trends in popularity and usage of different channels
  12. 12. … online To research products, they use the same tools to which they contribute themselves – forums, interactive review sites, blogs and so on. So not only is it important to reach this group with advertising; in view of their influence and knowledge, it’s arguably more important to reach them than other consumers. For this knowledgeable, assertive audience, the Internet is as much about interaction as it is about passive information. Opinionated, discerning, they love sites that give them opportunities to air their opinions and share their views. Because they’re still young, they’re keen to tell everybody what they’ve been up to, how they’re feeling and what’s important to them. Hence key outlets for them are social networks, forums and blogs, IM and e-mail; and websites that allow them to interact and take part are more rewarding than those that don’t. With respect to communication, there’s no indication that social networking is replacing IM or IM is replacing 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. The prioritisation of communication and socialising is also evident in other online activities, the most obvious example being gaming, which is becoming more social as consoles and IM facilities mature. But video clips, viral links, product reviews etc. all reflect the same underlying need, as young people circulate items of interest and express their opinions about them. Consumption of media Interacting “Young adults want sympathy. Communication is often done via mobile mail with people looking for others who are sympathetic. However, face-to-face or direct communication is a bother. That’s why they use their blogs to send out a message to many people, hoping that some of them would be sympathetic.” Kaori Kashiwase & Naoko Murakami, Young Adults Revealed
  13. 13. … online 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. 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. Online, consumer power is becoming a major influence. User-driven content clearly demonstrates 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. Consumption of media Influencing • The Greeks (40%) reckon they’re a convincing lot when it comes to home entertainment products and cosmetics (42%). • Modestly, only 24% of Italians reckon they can convince their friends of their opinions about fashion. Young Adults Revealed For more on the interests and areas of expertise where Youth will influence others, see the ‘Young Adults Revealed’ report 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. UK
  14. 14. … through the day Trends by time As you would expect, there are peaks and troughs in the numbers of young people online during a typical day. For 16-24s, the busiest times for being online are the late afternoon and evening. In the morning, internet use is less frequent, and tends to be reasonably functional – checking online banking, catching up on emails and looking for information for work or study. In the afternoon, the focus shifts more to social activities – communication in various forms – while in the evening ‘entertainment’ and relaxation become the main drivers. Understanding this kind of context is critical – but as we see opposite, there is rarely a single focus for an internet session. For example, almost half the people who go online to look for some information will check their messages before they move on to the search. Planning the day While information takes precedence earlier in the day, there’s still plenty of communication going on – this is, after all, a group for which socialising is a key activity. Younger users will generally start and finish their online sessions by checking their email accounts, Facebook accounts and so on. In the morning, however, these activities will be given a lower priority – rather than driving online sessions, they are usually done while an online session is in progress. Most young people check their e-mail every few hours during the day in any case. Interestingly, only 57% of online activity is planned in advance: consumers start by visiting familiar websites and then wander off into new territory, often following recommendations by friends. Consumption of media Click the image to download ‘Engaging with Online Advertising’ by Microsoft Advertising (formerly Microsoft Digital Advertising Solutions)
  15. 15. Age Age differences Clearly 16-18s have different concerns, activities and consumption habits from 18-21s, while 22-24s are much more likely to be in full-time work, with a shift towards mainstream aspirations, media consumption and interests. But perhaps surprisingly, there is little difference between the activities and habits of 18-21s and 22-24s 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). Breakdown • 10-13 years old – Technology is like another toy • 14-17 years old – Wider emotional needs led to deeper engagement with communication technologies • 17-20 years old – Usage is more settled Circuits of Cool Click the image to download ‘Circuits of Cool’ by Microsoft/MTV (covering 16 countries globally)
  16. 16. Gender Gender differences Breakdown Some gender differences are very predictable (men are twice as likely to have played on a games console), while others offer more useful insights. For example, young men are more worried about the economy and being popular, while young women are more concerned with health and education. In terms of online activity there are some significant differences between the genders. The morning/ afternoon peaks mentioned above are much more pronounced in the case of young women online, 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. There are surprisingly few gender differences in terms of technology ownership – especially in terms of ownership of PCs and laptops. Perhaps even more surprising, the percentages are similar among students, full-time workers, men and women. In terms of influencing peer opinion, women only believe they can influence their friends more than men when they are discussing fashion and cosmetics – in this respect, at least, typical gender distinctions appear to remain in place! Click the image to download ‘Engaging with Online Advertising’ by Microsoft Advertising (formerly Microsoft Digital Advertising Solutions)
  17. 17. Country National differences Breakdown Infrastructure plays an important role in determining the prioritisation of online activities in different countries. For example, the penetration and maturity of broadband access to the Internet in Sweden makes possible online activities that are beyond the reach of many users in Italy – extended viewing of films online, for instance. For advertising purposes, national differences can highlight significant – and sometimes surprising – opportunities. For example, 36% of Norweigans say they are open to commercial messages when online, 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. “The priority is their professional life. They have less time than we had at their age. They have so many classes, they feel pressured by the demands of professional life. They are not even in this life yet but feel the competitiveness and it really exists. Their free time is not really free, they fill it up with courses.” Sandra Soares, Young Adults Revealed Click the image to read the case study: ‘MSN marketing solution puts Grolsch in the groove’
  18. 18. Insight, reach, results If there is one message to take from this report, it is that there are no simple answers when it comes to the Youth audience across Europe. We have highlighted how some myths are contradicted by surprisingly ‘grown-up’ attitudes, as well as how the internet has become a constant companion, amplifying rather than replacing traditional activities. But every country, every age group, every gender has a different story to tell. Microsoft Advertising would be delighted to help you delve into more specific insights, as well as to explore how a range of targeting options can deliver greater results from the influential Youth audience. Conclusions 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) comScore key insights into the Microsoft Advertising audience: • Two thirds of 15-24s across Europe use Microsoft properties, and this age group 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. By combining channels intelligently, at carefully judged times of day or night, it is far more likely that a brand will exert significant leverage on the younger generation. As we have seen in this report, this cross-platform approach is one with which the younger generation is already intimately familiar – and which Microsoft Advertising is exceptionally well placed to service.
  19. 19. © 2009 Microsoft Corporation. All rights reserved. Microsoft is a trademark of the Microsoft group of companies. You dream it. We deliver it.

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