Next Gen Insights Gen Z, Advertising & Media 5 Lessons in Youth Marketing

Methodology METHODOLOGY The Survey: Habbo Australia Users Respondents: Equal Gender, Balanced Geo Split, P13-18 Robust: 18,367 Questionnaires Fresh: April 2009

OUR HABBO RESPONDENTS

OUR REAL HABBO RESPONDENTS

Welcome to: Generation

Gen Z, Brands and Advertising…

4% HATE advertising What do you think of advertising? 14% DON’T like it, but understand its ROLE 22% LIKE it, but not too much of it 30% LIKE it, when it was about something they like, want or need 30% LOVE advertising, it can be FUN and ENTERTAINING Source: Habbo Australia Next Gen Survey April 2009

4% HATE advertising

If you are relevant… 60% of your audience want to see your advertising Source: Habbo Australia Next Gen Survey April 2009

Do you think advertising is successful at getting you to buy the product? Source: Habbo Australia Next Gen Survey April 2009

61% said yes…. Source: Habbo Australia Next Gen Survey April 2009

Do brands interfere with your online experience? 42% said that it makes it more entertaining Source: Habbo Australia Next Gen Survey April 2009

What kind of advertising do you prefer? Source: Habbo Australia Next Gen Survey April 2009

46% said advertising that makes them laugh Source: Habbo Australia Next Gen Survey April 2009

46% said advertising that makes them laugh

I want to consume your advertising Lesson 1 Don’t be scared

I understand that you are trying to sell me something Lesson 2 I’m no fool

Help me build my lifestyle Lesson 3 Be Relevant

I prefer ads which make me laugh Lesson 4 Don’t Bore Me

Think ENTERTAINMENT Lesson 5 Don’t think advertising

email: paul.macgregor@mcn.com.au google: Gen Z Habbo For more information: