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The World of Young People Today: Victoria Guyatt, Deputy Head of Ethnography, Ipsos MORI

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Note: Contact ethnography@ipsos.com for details and a link to the film Victoria played.

It’s difficult to find positive stories about young people today, we often vilify them and feel concerned about the effect this ‘next generation’ will have on society.

But research shows that it’s not all doom and gloom, they’re an aspirational bunch, and with the use of technology are actually very resourceful.

This presentation looks at the world of young people:

Economic world they find themselves in today
How technology impacts their lives
And what the public think of young people
and their ambitions for the future

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The World of Young People Today: Victoria Guyatt, Deputy Head of Ethnography, Ipsos MORI

  1. 1. 1The World of Young People TodayVictoria Guyatt, Deputy Head of Ethnography 04/12/2012Ipsos MORI© Ipsos MORI
  2. 2. 2British public is worried young people have little to do … Q Thinking about your local area, which 4 or 5 of the things on the card, if any, do you think most need improving? Activities for teenagers 46 Road and pavement repairs 39 The level of crime 34 The level of traffic congestion 33 Clean streets 29 Affordable decent housing 21 Public transport 21 Job prospects 21 Facilities for young children 19 Source: Ipsos MORI clients – Place Survey 2008/9© Ipsos MORI
  3. 3. 3 What is important in our lives?% Important in making somewhere a good place to live Level of crime 80% Parks Health services Clean streets 70% Affordable Shopping housing Job prospects Public Education facilities transport 60% provision Level of pollution 50% Cultural facilities Sport & leisure facilities 40% Activities for Community activities teenagers Race relations 30% 20% 5% 10% 15% 20% 25% 30% 35% 40% 45% % Most needs improving Base: c.23,000 online citizens, November 2009-January 2010 Source: Ipsos Global @dvisor © Ipsos MORI
  4. 4. 4 In Britain we are less worried about education and more worried about teenagers than the international average International average Britain Level of crime% Important in making somewhere a good place 80% Health services Clean streets Parks Affordable 70% housing Shopping Job prospects Education facilities Public 60% provision transport to live Level of pollution 50% Cultural facilities Sport & leisure facilities 40% Race relations Activities for Community teenagers 30% activities 20% 5% 10% 15% 20% 25% 30% 35% 40% 45% % Most needs improving Base: c.23,000 online citizens, November 2009-January 2010 Source: Ipsos Global @dvisor © Ipsos MORI
  5. 5. 5© Ipsos MORI
  6. 6. 6 What is the world like for young people?© Ipsos MORI
  7. 7. 7 Today’s youth are living through economic uncertainty… …and rapid technological change. • Source: Ipsos MORI Youth in Transition 2011© Ipsos MORI
  8. 8. 8Are young people bearing the brunt of the economicslowdown? Youth unemployment is at its highest level since the mid 1980s of 16-24 year olds are unemployedSource: http://www.guardian.co.uk/business/2011/nov/16/youth-unemployment-hits-1m-uk • Source: Ipsos MORI Youth in Transition 2011© Ipsos MORI
  9. 9. 9Uncertain national mood … What effect will the financial crisis have on my future? Youth in education are Youth entering the job worried ... world are worried... Many students unsure of the Job seekers worry about value of taking degrees shrinking choice in jobs and how to differentiate themselves “I feel sad for them... the Adults are worried Government should do more with for Youth ... apprenticeship schemes - they aren’t being given enough chances” Adults, What do we think of Youth? group • Source: Ipsos MORI Youth in Transition 2011© Ipsos MORI
  10. 10. 10BUT Long term aspirations remain high Well paid Material assets job But I’m still I’m aiming for worried... Financial security success! Wealth Happiness! Family My here and My future now Feelings of worry about the immediate future are mixed with ambition and hope for the longer term… • Source: Ipsos MORI Youth in Transition 2011© Ipsos MORI
  11. 11. 11‘Meritocracy’ increases expectation Surrounded by human stories of fame and good fortune – ‘read how Branson made it to the top’, ‘Meet the band’ fansites. This empowers young people to ‘make their goals their reality’ but brings pressures to achieve and attain Empowerment Pressure • Source: Ipsos MORI Youth in Transition 2011© Ipsos MORI
  12. 12. 12Time use and mindset changes with age Time to spare Time to care 16 -18s 18 - 21s 21 - 24s School work - learning First jobs Research / planning Peer groups University Lifestyle What’s everyone up to? What am I up to? What are my options? Seeking certainty Seeking instant gratification Accepting ambiguity Discovery Decisions Killing time Across these age groups, social and attitudinal differences emerge • Source: Ipsos MORI Youth in Transition 2011© Ipsos MORI
  13. 13. 13Who influences them? Close face to face contact has biggest influence Facebook pages, Twitter Peers Wikipedia, Google Mum, Dad, Bro, Sis Facebook Media and ‘real life’ friends Boyfriends, But wider circles provide powerful source girlfriends of inspiration • Source: Ipsos MORI Youth in Transition 2011 13© Ipsos MORI
  14. 14. 14The impact oftechnology© Ipsos MORI
  15. 15. 15© Ipsos MORI
  16. 16. 16© Ipsos MORI
  17. 17. 17 The younger ones are naturally ‘tech-y’ "Id rather give up, like, a kidney than my phone. How did you manage before? Carrier pigeons? Letters? Going round each others houses on BIKES?“ Philippa Grogan, 16, The Guardian, 2010 17© Ipsos MORI
  18. 18. 18 And adept at multitasking 18© Ipsos MORI
  19. 19. 19 But they are easily distracted 19© Ipsos MORI
  20. 20. 20...boredom threshold has fallen I am the sort of person that gets bored very easily % Strongly disagree % Tend to disagree % Tend to agree % Strongly agree 7 8 12 24 29 34 46 46 32 16 14 18 1997 1999 2001 2003 2003 2005 2005 2007 20082009© Ipsos MORI
  21. 21. 21What does societythink of young people?© Ipsos MORI
  22. 22. 22The terror of teenagers! % happy during marriage Study 1 Study 2 Study 3 Study 4 56 55 54 53 52 51 50 49 48 47 46 Married Child Pre-school School Teenagers, First child Empty nest Empty next without bearing children, children, oldest 12- gone to to to death of children oldest 5 oldest 5-12 16 last leaving retirement first at home spouse© Ipsos MORI
  23. 23. 23 Young people lack discipline and are materialistic …© Ipsos MORI
  24. 24. 24 A majority think British teenagers need more discipline “Young people today have too much freedom and not enough discipline” % Strongly disagree % Tend to disagree % Tend to agree % Strongly agree Over 80% think young people have too much freedom 35 40 40 43 40 44 17 14 4 9 2 1 1997 1999 2008 Base: Self-completion and online, c. 2,000 British adults 16+ each wave Source: Ipsos MORI, Real Trends 2008© Ipsos MORI
  25. 25. 25 Materialism amongst young people is perceived to be a problem by a significant majorityQ To what extent do you think that the following are problems in your local area? (Materialism among young people) A great deal To some extent Not very much Not at all Dont know % 35 32 17 8 9Base: All. Telephone interviews with 1,204 respondents aged 16+ in selected areas of England. Source: DCLG/ Ipsos MORI, Research for the RiotsFieldwork dates 14 – 22 February 2012 Communities and Victims Panel, 2012 © Ipsos MORI
  26. 26. 26A majority think there is too much pressure on youngpeople to own the latest productsQ To what extent do you agree or disagree that . . .? (Advertising puts pressure on young people to own the latest products) Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree Dont know % 69 16 4 5 52Base: All. Telephone interviews with 1,204 respondents aged 16+ in selected areas of England. Source: DCLG/ Ipsos MORI, Research for the RiotsFieldwork dates 14 – 22 February 2012 Communities and Victims Panel, 2012© Ipsos MORI
  27. 27. 27 Young people themselves are fairly aspirational…© Ipsos MORI
  28. 28. 28Most teenagers still care what others think“If other people are offended by my behaviour that is their problem…” Strongly agree Strongly disagree 6% 15% 25% Tend to agree Tend to disagree 44% Base: Self-completion and online, 2,019 British adults 16+ 9 May – 5 June 2008 Source: Ipsos MORI, Real Trends 2008© Ipsos MORI
  29. 29. 29 80% of young people intend to go into higher education – a rise since 2003Base: c. 2,500 young people aged 11-16 each year Source: Ipsos MORI/ Sutton Trust, Young People Omnibus 2010 (Wave 16), 2010 © Ipsos MORI
  30. 30. 30They’re proud of where they come fromQ How proud do you feel of the area where you live, or do you not feel proud of it at all? Not Not proud stated at all Very Not that proud proud Proud 71% Not proud 27% A bit proudBase: 2757 11-16 year oldsSource: Ipsos MORI Young People Omnibus (January – April 2012)© Ipsos MORI
  31. 31. 31They think they’re treated fairlyQ Do you think young people are treated fairly or unfairly….Base: 2757 11-16 year oldsSource: Ipsos MORI Young People Omnibus (January – April 2012)© Ipsos MORI
  32. 32. 32Success can be theirs!Q Which one of these sentences do you agree with the most? Not stated Neither of these It doesn’t matter how hard you try, you’ll only be successful in life if you’re from the right background It doesn’t matter what background you’re from, anyone can be a success in life if they tryBase: 2757 11-16 year olds hard enoughSource: Ipsos MORI Young People Omnibus (January – April 2012)© Ipsos MORI
  33. 33. Final thoughts
  34. 34. 34• To first connect with young people, you need to give the ‘objects in cases’ •status or credibilityimportance to technology (but remember the attention span…) Remember the that relates of them. Inspire motivation • Don’t assume they’re disengaged and don’t care. They’re an aspirational bunch, and recognize the importance of education. © Ipsos MORI

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