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Young Australians


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  • 1. it’s all changing …and this is important we understand the change within the: who, how, when and where….
  • 2. who how when and whereThe The mediacustomers that got us The way we have soldthat got us here, won‟t to customers in the pasthere, won‟t work as well won‟t work as well intoget us there anymore the future
  • 3. Forget Baby boomers, Gen Y (11-29 years of age) is now the largest and it’s all changing potentially most influential group of consumers in Australia. 27% of the Australian population* They Eat, Pray, Love and do just about everything else differently* ABS Australian Demographics Statistics, Jun 2010
  • 4. 1. WHO 1. Gen Y 5.85M 2. Gen Z 3.06M 2. WHAT THEY Connecting 3.WHAT THEY ARE VALUE • Family CONCERNED ABOUT • Friendships with youth is (PERSONALLY) • Health • Body Image complicated but • Family conflict • Coping with stress necessary 4. ONLINE • 85% want to pay 7. HEALTH 6. SOCIAL MEDIA 5. ATTITUDES TO for online content• Losing sleep to • Very wide ON-LINE • Downloaded music gadgets spread (RETAILING) without paying• Not enough fruit • Creating & BRANDS AND (28% as their & veggies sharing SHOPPING primary source of• Not enough their ??? music) physical activity • Protective of their to have health online identity
  • 5. Defining Who
  • 6. gen y Born 1982 - 2000 Age: 11 – 29 5.85 Million 27%Sources: The Australian Bureau of Statistics
  • 7. gen z Born 2001 + Age: < 11 3.06 Million 14% *Also termed Generation I (Internet) or Generation M (Multitasking)Sources: The Australian Bureau of Statistics
  • 8. what young people value… Top 3 across all age groups:
  • 9. 1 family 2 friendships 3 healthSource: National Survey of Young Australians, 2010
  • 10. School/study satisfaction was highly valued by a greater proportion of 11-19 year-olds (30%) compared to 20-24 year-olds (14%)Source: National Survey of Young Australians, 2010
  • 11. Young adults were more likely to highly value financial security and being independent than their younger counterpartsSource: National Survey of Young Australians, 2010
  • 12. what issuesare of concern?
  • 13. 1. Personal Concern Top 3: Body Image, Family conflict Coping with stress (up 8.6% compared to 2009) Differences by age groups: 11-14 years – bullying in 3rd place 20-24 years – depression in 3rd Differences by gender: Alcohol top ranked issue for malesSource: National Survey of Young Australians, 2010
  • 14. 2. Concern for Australia Top 3: Environment (45.7%) Alcohol and Drugs (37.1%) Crime, Safety & Violence (21%)Source: National Survey of Young Australians, 2010
  • 15. how do youngpeople feel about the future?
  • 16. 64.3% felt positive or very positive 27% felt neither positive nor negative 8.7% felt negative or very negative about the futureSource: National Survey of Young Australians, 2010
  • 17. Where do young people turn for advice? TOP 3 Friends (85.9%) Parents (74.9%) relative/family friend (60.9%) 25.5% of respondents identified the internet as an important source of advice. Consistent growth of internet as source of advice over last years (up 10% from 2002)Source: National Survey of Young Australians, 2010
  • 18. What activities are young people involved in? TOP 3: sports as a participant (71.3%) sports as a spectator (57.2%) arts/cultural activities (31.2%)Source: National Survey of Young Australians, 2010
  • 19. Miss Gen Y • Traditional skills (cooking, baking, gardening) on the decrease – 51% of women aged under 30 can cook a roast compared with 82% of baby boomers – 23% can grow a plant from cutting, compared to 78% of baby boomers • New skills on the rise – Working full or part-time – Taking on men’s tasks: of the under 30 year-old women, 77% mow the lawn, 70% wash the carSource: Gen Y Women losing female skills such as cooking, ironing, and sewing, The Sunday Mail, 2011
  • 20. health
  • 21. 14% of the students were found to meet both the recommended daily intake of vegetables and fruitSource: “Survey of Australian school students reveals they are overweight and a chronic diseasetime bomb‘”, Feb 2011
  • 22. 85%of the students did not engage in enoughactivity for it to have a health benefit
  • 23. Young Australiansand money matters
  • 24. 54% of 12-18 year old teenagers used their bank accounts for saving money 33% of Gen Y believe they will be permanently locked out of owning a house 21% save for clothes and educationSources: Money matters,, June 2011; Money matters, 2011
  • 25. 35% save for a tech gadget 32% save for a carSource: "Teenagers are on the money", June 2011
  • 26. • 25% of Gen Y would consider moving back home with their parents in a effort to gather enough cash to enter the property market. • Job motivation: Almost 33% of Gen Y indicate money as the main motivator, compared with 15% of Gen X and 9% of Baby Boomer respondents.Sources: "One third of gen [..], April 2010; "Gen Y, [..], 2007
  • 27. Defining How?
  • 28. Internet &online behaviour
  • 29. the conservative, „ethical‟ generation”Source: Gen Z – the conservative, ethical generation, June 2011
  • 30. Meet gen Z, the digital natives who will shape the future”Source: Meet Gen Z [..], Oct 2010
  • 31. – 50% say online is their favourite type of media (up from 37% in 2009) – Top online pastimes: playing games (31%), chatting (27%), social networking (22%) – 84% have accessed the internet via their mobiles; 25% do it constantly – Most popular app on the phone is social networking – More than 41% prefer TV as their main source of news; 22% online newspaper/magazines (up from 16% in 2009) – 37% identified comedies and sitcoms as the most popular programs – Cross-task: 10% said they surf the net on TV or watch TV on the internet (up from 4% in 2009)Source: Gen Z – the conservative, ethical generation, June 2011
  • 32. – 28% claim to never pay for online content. – Online activity encourages teens to engage more with their real life contacts – Teens keep their online identities true to themselves – When using an online ‘avatar’ identity, teens are protective about revealing their identitySource: Meet Gen Z [..], Oct 2010
  • 33. “Australian Teens Protective of their Online Identity” – Online relationships are considered fun, not serious. Real life relationships are more important than online ones – Online activity encourages teens to engage more with their real life contacts – Teens keep their online identities true to themselvesSource: Australian Teens [..], Feb 2010
  • 34. Online behaviour – risky “Teenagers open to web dangers, survey reveals”Source: Teenagers open [..], Jan 2011
  • 35. More than a quarter of Australian teens surveyed said they were allowed unsupervised use of the internet at homeSource: Teenagers open [..], Jan 2011
  • 36. More than57 % of Australian teens were allowed to use computers in their bedroomsSource: Teenagers open [..], Jan 2011
  • 37. 24% of children aged eight and under are using the internet without supervisionSource: "Oz Teens Security Online", Jan 2011
  • 38. Half admitted to occasionally hiding details of their online activities from parentsSource: Teenagers open [..], Jan 2011
  • 39. More than 60% dont believe it is safe to reveal a password to a friend they trust, while 46% wont open an unfamiliar attachmentSource: Teenagers open [..], Jan 2011
  • 40. “Survey finds free internet downloads primary music source for teenagers” – 28% of Australian teens nominated ”downloading from the internet without paying” as their primary source of music – 26% of Australian teens admit they ”at least sometimes” download or stream movies, compared with a global average of 46%Source: “Arr, we pillage [..], Dec 2010
  • 41. losing sleep over gadgetsSource: “Gen Z [..]”, June 2011
  • 42. social media
  • 43. “Habbometer” – Habbo Hotel research • Habbometer: survey tool to survey teens on Habbo Hotel • Launch: Sep 2010 • Habbo Hotel: Virtual community and social game for teenagers 200 million registrations = virtual characters (Jan 2011) Users from over 150 countries Founded 2000Source:,
  • 44. What role do social networking sites play? • Widespread usage of social networking sites (Facebook, bebo, flickr, etc): – 90% of 12 – 17 year olds – 97% of 16-17 year oldsSource: Literature review of the Cooperative Research Centre for Young People, Technology and Wellbeing
  • 45. How do users communicate on social network sites? • Predominantly by updating and customising their profile, commenting on photos, posts and walls, and instant messaging. • By creating and sharing their own ‘small media’ in their everyday communicative, creative and social activities. • By combining online and offline worlds as one in a physical and temporal sense.Source: Literature review of the Cooperative Research Centre for Young People, Technology and Wellbeing
  • 46. Defining When and Where
  • 47. attitude to online (retailing), brands and shopping
  • 48. “Enthusiastic embracers” communicate on the go • Market segment “enthusiastic embracers” are – 18-30 years old – knowledgeable about new services and technology – engage heavily with 3G mobile and internet services • 95% of 24-35-year-olds have a mobile phone • 79% of 18-24-year-olds use their mobiles more often than a fixed- line service • VoIP services adoption rate highest among 25-34 and 45-54-year- old, above early adopters (18-24-year olds), likely due to costSource: Convergence and Communications, March 2009
  • 49. 18-24 year olds have highest level of full mobile substitution. ⅓ of Australians in this age group live in a mobile-only household (significantly higher rate than any other group).Source: Convergence and Communications, March 2009
  • 50. Mobile phone preferences • Attitudes of children (aged 6-13) to their mobile phone Who pays? 59% of cases: parents 34% of cases: the childSource: Mobile phones and the consumer kids, Australia Institute Research Paper No. 41, Feb 2007
  • 51. Smartphone market Australia 50% of Australians with a mobile phone own a smartphone • More than ¼ of • Shopping and banking via the smartphone? smartphone owners – Only 6% have used it to pay for have an iPhone (compared to 17% something in a shop globally) – ⅕ of Australians have used mobile • 6% have a BlackBerry banking • 4% have Android phones (compared to 25% globally)Source: “iPhone dominates Australian smartphone market”, May 2011
  • 52. Parents’ view of kids’ internet and mobile phone usage • Internet access of children (5-17 year olds) mainly determined by age – 72% access the internet in an open family space (e.g. living or family room) – 17% use the internet in a private space (e.g. their bedroom) • Types of online activities shift with age – 5-10 year olds most likely to play online games – 12-17 year olds most likely to use SNS and email – 91% (across all age ranges) use the internet for educational activities • Average time spent online (parents’ estimate) 7.1 hours per week with more time spent as children get older • One in two children has access to a mobile phone, with 16% of the mobiles linked to the internetSource: Australian Children’s Cyber-safety and E-Security Project, June 2010
  • 53. Talking about your generation Young Australians (16-30 year olds) are looking to their friends to validate who they are, what they consume and what’s important in lifeSource: Urban Market Research 2010/11
  • 54. More young people have mortgages (up from 11.5% last year to 14% this year)Source: Urban Market Research 2010/11
  • 55. 80% do other things while surfing the web and being active on social networksSource: Urban Market Research 2010/11
  • 56. 47% live with their parents 24% rent and 15% live in a share houseSource: Urban Market Research 2010/11
  • 57. TV lives: 21% of respondents watch 10 hours or more each week. Masterchef, the Simpsons and the Big Bang Theory are the favoured shows. TV is also the number one way young people access news and current affairs (68%)Source: Urban Market Research 2010/11
  • 58. An internet connection and mobile phone were rated the two top things respondents couldn’t live without (30% and 20% resp.)Source: Urban Market Research 2010/11
  • 59. Nokia (still) the leading brand (41%) followed by iPhone (22% up from 0%)Source: Urban Market Research 2010/11
  • 60. Shopping habits across generations • 85% of Gen X love and like to shopSource: “Shopping – A consuming passion” Directional Insights, 2007
  • 61. Gen Y’sattitudeto shopping
  • 62. • Consumer segmentation study defining 7 categories: Gen Y: -Shopaholics – Shopaholics (“addicted” to buying, often - Price sensitive (¼) buy on impulse) ⅓ of this segment made up of Gen Y – Shopaphobes – Shopping tolerators – Quality seekers – Price sensitive – Traditionalists (no credit/ loyalty cards, not shopping online) – Online geeksSource: “Shopping – A consuming passion” Directional Insights, 2007
  • 63. Gen Y, more than any other generation, is less likely to purchase items that have a high cost, become dated quickly, or aren’t used very oftenSource: “Gen Y shift from ownership to access “, April 2011
  • 64. Gen Y hires, swaps, and shares products, from electronics and white goods to fashion itemsSource: “Gen Y shift from ownership to access “, April 2011
  • 65. ¾ of under 30 year-olds are concerned about debt level they will be committed to when purchasing a propertySource: “Gen Y shift from ownership to access “, April 2011
  • 66. Gen Y is experiential: • Changing jobs more frequently than any generation in the past • Travelling moreSource: “Gen Y shift from ownership to access “, April 2011
  • 67. Online shopping habits – by age and category • Age has great impact on the likelihood of online shopping: The younger the more likely to purchase online only or a mix of online and physical store, independent of category. Examples: Purchase likelihood online/offline across all ages – Technology: 62% of 18-24 year-olds purchase from online only or mix – Inexpensive everyday fashion 21% of 18-24 year-olds, 3% of 65+ purchase from mix – Household goods: 40% of 25-34 year- olds purchase from mix – Local holidays: 42% of 25-34 year-olds purchase from mix – Overseas holidays: 30% of 25-34 year- olds purchase online onlySource: Australia’s shopping intent report, Feb 2011
  • 68. Gen Y’s favourite jewelery and watch brands • Most liked and recognized• Brand consciousness among Gen Y brands – 65% of women • Tiffany, Cartier, Rolex, Bulgari – 61% of men are conscious of brands • Most disliked brands • Louis Vuitton • Burberry • Most luxury brands are purchased in physical store; however, 54% of females purchasing on discount websites (, Source: “Study reveals Gen Y favourite brands", May 2010
  • 69. Children as main decision-makers for purchases • Children (aged 6-13) as main decision-makers for purchases: – 53% are the main decision makers “In terms of marketing in the first instance when it comes to buying games and (your product) has to be really appealing to toys the children because they’re the ones racing – 46% decide which breakfast cereal is to their parent or guardian and trying to purchased influence them to purchase it [..] The next – 42% decide which computer and challenge is to convince parents that your console games are purchased product is worth purchasing.” Lisa Tartaglia, Australian Centre for Retail Studies at Monash UniversitySource: “Child pester power on the rise”, Feb 2011
  • 70. so what…
  • 71. who Gen Y look set to fuel future business growth and they are very different to the Boomers who have fueled the last 30 years of business Everything from body shape to media consumption to technology is differentIt’s ALL changing than the baby boomer generation. Enormous implications on Telcos Telstra cannot give up on them. You can engage but it will need to be a very different experience than MTE
  • 72. how Reaching Gen Y and Z is going to be different as media consumption, trust and attention is different Moving from mass communications to one on one marketing offers that are tailored.It’s ALL changing Enormous implications for Telco’s What people say about us (WOM) is almost all that matters
  • 73. when and where From traditional retailing in store to online to mobile.It’s ALL changing The rules will be different. Trust and reputation in the online retailing/online transaction space will be critical moving forward. Enormous implications for Telco’s The market is shifting in the same direction as Telstra.