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16-24 Year Olds
    A Cake Perspective
Today
4 Key Areas:
1. Communication
Virtual Is Reality
Digital IS Where & How They Live Their Life

2. Lifestyle
Mix And M...
Virtual Is Reality
Digital IS Where & How They Live Their Life
“They consume more hours of media a week than
                                  they get sleep. They’re masters at multi-t...
Social Currency

With the millennial generation seeing online as a
natural part of their socialising with peers, social
  ...
Self Expression


Rise of:

User generated content

Blogging

Wiki’s

Social Networking

Twittering
Social Networking (3.2m)




          Gaming (2.2m)                      Music (2.3m)           Retail therapy (1.9m)



...
Summary - Virtual Is Reality


Have grown up in a speeded up world. They want it now


 Adopted the web for knowledge, com...
Mix And Match Chic
The Death Of Tribes
“Before the explosion of the internet,
information about street fashion was
much harder to find, and those who
sought it h...
BAPE




The rise of blogs, broadband and digital cameras
have exposed this cult to a global mass market

Brands such as B...
Search volume for Bape
The influence of friends on purchases made
   is huge, with 91% saying that friends’
     recommendations have influence
 ...
21% of 16-24-year-olds claim that they always go online while watching TV.




Source: New Media Age
85% read comics/magazines

              % of kids who read magazines
              Once a week: 23%
              Once ev...
“I never wanted to attach an identity to myself
                        because I am into so much different stuff”
       ...
Summary - Mix And Match Chic


     Bathe in the now culture of instant gratification thanks
      to information and ente...
The Raconteurs
Story Telling, The New Social Currency Of The UK’s Music Fans
Power Shift

“For years record companies have had their it all
their own way but that’s changing and we have
to change wit...
Everyone Is An Expert



“The ownership of a huge and eclectic music
collection has become ordinary. Thanks to the
iPod, a...
Festival Fever
“It is total boom time for festivals. They are as
much a part of the summer now as Club 18-30”
Paul Stokes,...
Power of Experience
82% increase in number of gigs

35% increase in attendance
Mintel, Music Concerts & Festivals 2006

Th...
Summary - The Raconteurs


       Power shifted from institutions to the punter


  An era of experience where people are ...
Who Am I?
16-24 Year Olds Hope, Dreams & Fears
          Qual groups held by Emotional Logic, 2007
Ambitions


“I want to be really really famous, I just want
to be really good at something”

“To be successful and origina...
Passions


“My friends, I’m nothing without them”

“I don’t really have a passion, my passion is
just to enjoy life”

“I l...
When Do You Feel Great?




“Being praised after you have done something,
achieved something”

“Earning money after you ha...
Fears



“That I’m not going to be able to get a good
job”

“That I’m not going to accomplish anything
before I die”

“Glo...
What Would You Change?


“Less stress. Remove all stressful things (like)
school. Nice easy life, just lie down all day”

...
Currency Of Cool


They care less about salaries, and more
about flexible working, time to travel and a
better work-life b...
Summary - Who Am I?

Crave personal recognition and the trappings of status
                    and success

Happiness is ...
Adopted the web for knowledge, communication and entertainment
                     - everything in their life

          ...
Conclusions For V
Vital you have a online presence in places relevant to audience
Need to create opportunities for interaction,
  entertainment and deeper engagement
Youth are not a homogenous group or numerous tribes,
       they are a mish-mash of reference points
What does V say about me? You give them
       something to be proud of
Music is about experiences - create badges of
        honour that people talk about
Help them answer their social concerns, their way
16 24 Year Olds Online - Cake
16 24 Year Olds Online - Cake
16 24 Year Olds Online - Cake
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16 24 Year Olds Online - Cake

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Jim Dowling from Cake discusses the digital landscape for 16 to 24 year olds.

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Transcript of "16 24 Year Olds Online - Cake"

  1. 1. 16-24 Year Olds A Cake Perspective
  2. 2. Today 4 Key Areas: 1. Communication Virtual Is Reality Digital IS Where & How They Live Their Life 2. Lifestyle Mix And Match Chic The Death Of Tribes 3. Music The Raconteurs Story Telling, The New Social Currency Of The UK’s Music Fans 4. Beliefs Who Am I? 16-24 Year Olds Hope, Dreams & Fears
  3. 3. Virtual Is Reality Digital IS Where & How They Live Their Life
  4. 4. “They consume more hours of media a week than they get sleep. They’re masters at multi-tasking, squeezing 31 hours of activity into one day. 26% of their time is spent on multiple media and as a result, they have got very good at filtering out all the boring bits... Nearly half of 18 to 24-year-old social networkers (45%) said that, if they had 15 minutes of spare time, they would choose to spend it on social networking sites, rather than watching TV, reading, talking on their mobile or playing video games The role of the internet in friendships continues to be very important, with 83% agreeing that it is important. The Millennials Sources: MediaLife 2006, Media Week, Youth Tech Tribe Report
  5. 5. Social Currency With the millennial generation seeing online as a natural part of their socialising with peers, social currency has migrated online Sites with interesting, ‘pass-on-able’ content become key destination sites
  6. 6. Self Expression Rise of: User generated content Blogging Wiki’s Social Networking Twittering
  7. 7. Social Networking (3.2m) Gaming (2.2m) Music (2.3m) Retail therapy (1.9m) General entertainment (3.1m) Source: Comscore 2007 / TGI 2007 Where They Are
  8. 8. Summary - Virtual Is Reality Have grown up in a speeded up world. They want it now Adopted the web for knowledge, communication and entertainment - everything in their life Powerful group as they will spread information quickly
  9. 9. Mix And Match Chic The Death Of Tribes
  10. 10. “Before the explosion of the internet, information about street fashion was much harder to find, and those who sought it had to rely on trend magazines, which sprang up in Japan to cater to otaku—obsessives who care about the precise type of rivet on a particular year’s Levi’s or how many eyelets are on a certain pair of Troop sneakers.” Portfolio Magazine, October 2007
  11. 11. BAPE The rise of blogs, broadband and digital cameras have exposed this cult to a global mass market Brands such as Bathing Ape have capitalised on this Widens out into the mainstream
  12. 12. Search volume for Bape
  13. 13. The influence of friends on purchases made is huge, with 91% saying that friends’ recommendations have influence on what they buy 22% of 16-24 year olds said that, to earn their endorsement, brands should provide them with incentives, free downloads/content or feedback opportunities 11% said social networks have made them expect more from brands and content online 14% of respondents believed brands appear more friendly and creative on such sites
  14. 14. 21% of 16-24-year-olds claim that they always go online while watching TV. Source: New Media Age
  15. 15. 85% read comics/magazines % of kids who read magazines Once a week: 23% Once every two-three weeks: 22% Once a month: 31% Less often: 24% 77% reading magazine less than weekly Vs 70% visiting social networks every week Source: TGI
  16. 16. “I never wanted to attach an identity to myself because I am into so much different stuff” Paul, 23, The Phoenix Report If you are over-slavishly following one particular subculture that doesn’t look particularly impressive in terms of self expression which is really, really important to young people Paul Hodkinson, Lecturer in Sociology and author of Youth Cultures: Scenes, Subcultures and Tribes Bands like the Klaxons link elements of electronic, new wave music, disco, punk and indie and got a generation of gig going kids into club culture
  17. 17. Summary - Mix And Match Chic Bathe in the now culture of instant gratification thanks to information and entertainment at their finger tips Everything they watch, buy or wear defines the world they live and who they are to their peers Cruise different styles, cultures and references, taking what they like and filtering out what they don’t
  18. 18. The Raconteurs Story Telling, The New Social Currency Of The UK’s Music Fans
  19. 19. Power Shift “For years record companies have had their it all their own way but that’s changing and we have to change with it” Ged Doherty, Head of Sony BMG 20 billion songs were illegally downloaded in 2005 alone IFPI, Piracy Report 2006 64% have recommended artists to others 77% have discovered music they love on SN’s EMR, 2007 Digital Music Survey Nokia - Comes With Music Madonna - $120m, 10 yr deal with Live Nation Prince - Album give away with Mail Radiohead - Pay what you want
  20. 20. Everyone Is An Expert “The ownership of a huge and eclectic music collection has become ordinary. Thanks to the iPod, and digital music generally, anyone can build a glorious 10,000-song collection” www.rocknrollreport.com Hype Machine - 700,000 unique users a month Stereogum 400,000 unique users a month www.trafficestimate.com Top 100 selling albums in 90’s = 30% of sales, today its closer to 5% Wired, May 2006
  21. 21. Festival Fever “It is total boom time for festivals. They are as much a part of the summer now as Club 18-30” Paul Stokes, editor of NME 240 festivals in 2006 a 20% increase from ‘04 Mintel, Music Concerts & Festivals 2006 Glastonbury 2000 - 100,000 Glastonbury 2008 - 180,000 European Market - 65% rise in tickets sold to Brits at Benicassim Your Music Entertainment, 2007 Challenges: Saliency - vs competition Relevance - of brand at that moment “Its like all music fashions. Look at the superclubs that were hugely popular 10 years ago. Now they are completely gone” Neil Greenway, founder of efestivals
  22. 22. Power of Experience 82% increase in number of gigs 35% increase in attendance Mintel, Music Concerts & Festivals 2006 The Twang - Sold out 2000 capacity Astoria before releasing a single - Sold out Brixton just 4 months after first album release 70% attend for the atmosphere as much as the music Mintel, Music Concerts & Festivals 2006 “We talk more about music experiences than music itself” Mark, 24 “Glastonbury festival is about more than music. There's theatre, cabaret and a huge outdoor cinema screen... ” Imogen Tilden, Guardian
  23. 23. Summary - The Raconteurs Power shifted from institutions to the punter An era of experience where people are becoming more discerning and adventurous but less tribal The social currency of music is shifting from the track to the overall experience
  24. 24. Who Am I? 16-24 Year Olds Hope, Dreams & Fears Qual groups held by Emotional Logic, 2007
  25. 25. Ambitions “I want to be really really famous, I just want to be really good at something” “To be successful and original and have a fun life doing what I enjoy for a living” “I want to see everything, go everywhere, travel the world, own a nice house with a big garden, get a decently paid job that I enjoy” 90% of London teenagers want a job that helps the environment Department for Children, Schools and Families
  26. 26. Passions “My friends, I’m nothing without them” “I don’t really have a passion, my passion is just to enjoy life” “I love taking photographs, I love capturing moments” “Making music, playing music, hearing music” “Travel, exploring new places, learning new things, good food and drink, laughing with friends, the great outdoors, driving fast, live music”
  27. 27. When Do You Feel Great? “Being praised after you have done something, achieved something” “Earning money after you have done a hard job” “Being with friends and being able to do anything, just being yourself” “I like Xmas. Then everyone spends time with each other and everyone gets presents”
  28. 28. Fears “That I’m not going to be able to get a good job” “That I’m not going to accomplish anything before I die” “Global warming, I just feel so helpless, to be honest I just ignore it now” “Growing old and regretting not having done all the things I wanted to do”
  29. 29. What Would You Change? “Less stress. Remove all stressful things (like) school. Nice easy life, just lie down all day” “No laws. You can do what you want” “Being able to express yourself more. Not having to hide who you really are. Like a job interview or something, you have pretend to be someone other than who you are...because people don’t like other people they want robots” “You have to be quite plain to get on. A lot of people don’t get on with each other and it gets quite stressful. So you have to work around that”
  30. 30. Currency Of Cool They care less about salaries, and more about flexible working, time to travel and a better work-life balance. The Observer ‘What people yearn for these days is no longer an old-fashioned ‘status’ job, like being a Doctor. The ‘cool job’ has become the holy grail of the modern economy’ ‘It is best to think of cool as the central status hierarchy in contemporary urban society. And like traditional forms of status such as class, cool is an intrinsically positional good. ’ Rebel Sell, J. Heath
  31. 31. Summary - Who Am I? Crave personal recognition and the trappings of status and success Happiness is their holy grail and money, work, education and experience are perceived to deliver it Anything that they do not have control over worries them particularly failure to achieve their goals
  32. 32. Adopted the web for knowledge, communication and entertainment - everything in their life Cruise different cultures and references, taking what they like and filtering out what they don’t Led to an era of experience where people are becoming more discerning and adventurous but less tribal Without defined groups to belong to they crave personal recognition and the trappings of success Anything that they do not have control over worries them particularly failure to achieve their goals
  33. 33. Conclusions For V
  34. 34. Vital you have a online presence in places relevant to audience
  35. 35. Need to create opportunities for interaction, entertainment and deeper engagement
  36. 36. Youth are not a homogenous group or numerous tribes, they are a mish-mash of reference points
  37. 37. What does V say about me? You give them something to be proud of
  38. 38. Music is about experiences - create badges of honour that people talk about
  39. 39. Help them answer their social concerns, their way
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