SJS Track February 2012 Draft

Our Methodology…

What? 15 minute online interview using agreed questionnaire

When? Fieldwork conducted between 8th – 22nd February, 2012.

Computer Assisted Personal Interview using
How? online SJS panel

Who? n= 520 respondents from the Say What panel

© Colmar Brunton 2012 2

Background & Objectives
SJS intends to be the leader in understanding
Tertiary Youths’ needs/preferences in relation to
employment and careers. Amongst other things, SJS
would therefore like to
know:
• What are the attitudes of
today‟s youth towards
products
And additionally:
• Find out how the youth of
today view the services
available to them
• Obtain a feel for the attitude
held towards the future by
today‟s youth


Most students are living in a shared flat, with
parents or with a partner in a flatting situation

• The proportion of first years living with parents is
significantly higher than those in other year.
However, the proportion living in a shared flat is
significantly lower. Living in a shared flat 41%

Of those who have changed their living situation:
• Most are now living in a shared flat Living with parents 36%
• The proportion of those living with parents is
significantly lower than total
Living with partner flatting situation 7%
• The proportion of those living in a hostel/student
digs is significantly higher than total
Living with partner 5%
• Those who buy their favourite brands more often
than not are less likely to be living in a shared flat
− Flatters are more likely to have yellow Living in a hostel/student digs 5%
stickers, discounts and budget items as their
primary influencers as they cannot afford to
Living alone 3%
always be buying their favourite brands

• Of those living in a hostel/student digs, the Other 3%
proportion of those more concerned with
enjoying the moment and don‟t consider price
too much is significantly higher

= significantly higher/lower
Q What is your current living situation? than previous wave

Base: February 2012. Total Sample (n=520) © Colmar Brunton 2012 4

Most have not changed their living situation, but
most of those who have are living with parents, in
a shared flat or in a hostel/student digs

Previous Living Situation

Living with parents 48%

No Yes Living in a shared flat 27%

Living in a hostel/student digs 14%

Living with partner flatting situation 4%

Living alone 3%

Other 3%

Living with partner
2%

Q Has your living situation changed in the last three months? Q What was your previous living situation?
Base: February 2012. Respondent whose living situation
Base: February 2012 – Total sample (n=520) had changed (n=197) © Colmar Brunton 2012 5

The biggest stress factors appear to be getting through the semester with good enough
grades, getting a job at the end of all this study and what to do next. Students are significantly
more stressed about getting through the semester with good grades and whether they are doing
the right subjects than they were in November 2011, but significantly less stressed about the next
assignment deadline and what friends think of them.

Those living alone are significantly more
stressed about this. Males are less stressed
about this.
Mean
• First years and those living in a hostel are
Getting through the semester with 10% 40% 49% 1% 5.1
less stressed about this, while those in good enough grades
their final year of study are more
Getting a job at the end of all this 15% 35% 49% 1% 5
stressed. Also, those who have specified study
they would like an employment service
25% 46% 28% 1% 4.1
provider to provide help with interview What to do next?
skills/CV writing are more stressed about
this. The next assignment deadline 23% 46% 28% 3% 4.1

• Those living alone are more concerned Getting a job to get by right now 33% 36% 28% 3% 3.8
with this, while those who had no plan
but have recently come up with one are Disappointing my parents 37% 39% 24% 3.6
less stressed
Am I doing the right subject 35% 44% 20% 1% 3.6
• Those living alone are significantly more
stressed about this
Feeling lonely / isolated 42% 38% 19% 1% 3.4
• Second years are more stressed about
this than any other year level * What friends think of me 41% 47% 12% 3.2

How to pay my share of the rent
• Those who chose to finish study/found a this week
50% 27% 12% 11% 2.8
job/chose not to do post grad are less
stressed about this Next decent meal 69% 25% 3% 3% 2.1

• Those living alone or in a shared flat are
(1-2) Not stressed (3-5) Mild concern (6-7) Big stress Not Applicable
more concerned with this than
total, while those living with parents are
significantly less concerned than total

Q For each of the following activities & moments, let us know how stressed you feel when thinking about them
*Caveat: Wording changed from “what people think of me” in previous wave
Base: February 2012. Total sample (n=520) than previous wave © Colmar Brunton 2012 6

Biggest fears when leaving study seem to be around finding
employment (particularly employment which is enjoyable, in their
chosen field and well paying), closely followed by paying off student
loans
Being unemployed/not getting a job/long term
unemployment
19%

Finding employment in my chosen field 15%
Other Fears
Being in a job I dislike/discovering I do not want to
work in the field/industry I studied for
11% Getting the grades/good enough
grades/certified/grades for Post Graduate study
Money/being able to pay my bills/support myself/family
Finding a good/well paying job 8% I have wasted my degree/doesn't qualify for
anything/not getting a job from it

Paying/being able to pay my student loan - debt The transition from student to work/the change in life
8%
That I won't get where I want to in my future/degree
won't take my career where I want
Finding a job I enjoy/an interested in/am passionate
8% Being able to get a job in the location I want
about
I will find myself in a low paying/menial job
Deciding what to do next/with the rest of my life 7%
How fast/quick can I find a job

Lack of work experience/practical skills
Finding a job (non specific) 6%
Finding employment in New Zealand

Acquiring a decent/good/right job 5% Work that is permanent/long term/stable

My degree will be redundant/not relevant
Failing in my job/not being able to do what is needed
5%
of me I am a disappointment to my family

I have wasted my time and money
Other 37%
Coping with a fill time job - stress/hours
Being able to have a work life balance/still being able
Don‟t know 1% do the things I want to do

Q Tell us your biggest fear when you leave study?
=Significantly higher than previous wave
=Significantly lower than previous wave
Base: February 2012. Total sample (n=520) © Colmar Brunton 2012 8

One third of students plan to go straight into career mode, while
one fifth have no plan and are nervous about it. The proportion of
those who plan to take some time out and stay in NZ is significantly
lower than it was in the last wave

Yes – I have a plan, it‟s straight into career mode 33%

No plan – Pretty nervous about it actually 19% The proportion of
students in the final
year of their
degree who have
Yes – Gently getting into career mode 17%
no plan and are
cool with it is
significantly lower
No plan and I‟m cool with it 12% than any other year
level

Yes – Overseas for me to take some time out 10%

Yes – Overseas for me to start career 8%

Yes – I‟m taking some time out and staying in NZ 2%

When you finish study do you have a plan on what the
Q next 12 months will be like?

Base: February 2012. Total sample (n=520) = significantly higher/lower than previous wave © Colmar Brunton 2012 9

Only a fifth of students have changed their plan in the past 3 months. The
top 3 plan changes involve planning to continue/extend studies , go
overseas to live/work/study or travel before starting a working life

The proportion of third years whose
plan has not changed is significantly Those whose change of plans
higher than any other year level. involved deciding to go to
live, work or study were more
likely to be in their final year of
The proportion of third years who were study
going to travel but now will stay in NZ
and try to find work is significantly Planning to continue/extend/studies/post grad 23%
higher than any other year level.
Decided to go overseas to live/work/study 15%
Was going to work/now will go on OE/travel 13%
Degree/studies/papers have changed 12%

No Yes Was going to travel/now will stay in NZ/try to find work 12%
Chose to finish studies/found a job/not do post grad 9%
Have a better idea/had no plan before/more relaxed
(general) 9%
Happy to get any job not related to study/poor job
prospects/temp work 7%
Other 5%
Don't know/keeps changing/unsure what to do 4%
Nothing has changed/none 1%

Please tell us how this plan (for how the next 12 months will
Q Has this plan (for what the next 12 months will be like) Q be like) has changed
changed over the last 3 months?
Base: Respondents whose plans for the next 12 months had
Base: February 2012. Total Sample (n=520) changed in the last 3 months (n=114) © Colmar Brunton 2012 10

The people youth respect the most are their best
mates, parents and lecturers. Respect for the CEO of Air NZ
seems to have gone up significantly since November 2011
The proportion of males who respect their parents
The proportion of females who
and the police “a little” is significantly higher than
totally respect the police is
females, while the proportion of those who “totally
significantly higher
respect” them is significantly lower

Your best mate 88% 10% 1% 2%

Parents 87% 10% 1% 1%

Lecturers (excluding the bad ones) 77% 20% 2%

Police 69% 25% 1%

Part time work boss 46% 25% 7% 22%

The last boss you worked for 45% 32% 15% 9%

Younger siblings 38% 23% 6% 33%

Older siblings 38% 15% 4% 43%

The Prime Minister 36% 39% 21% 4%

CEO of Air NZ 30% 38% 13% 19%
The guy who works the night shift at
27% 45% 20% 9%
Macca‟s

Totally respect Respect a little Not a lot of respect Dont Know/NA

In terms of the relationships you have with other people or types of people, rate the following people in
Q terms of how much you respect and look up to them
Base: February 2012. Total sample (n=520) = significantly higher/lower than previous wave © Colmar Brunton 2012 11

Just under half are very happy with where they
live, and just under half are okay with it. Only 5%
are unhappy with where they live.
It is also lower for those who
The mean happiness score is
specified that having more
significantly lower for those who
shops/stores would increase their
live in Christchurch
happiness score

Mean

49% 46% 5%
5.2

(6-7) Very happy (3-5) OK (1-2) Not Very Happy

Q How happy are you with where you live?


Things youth believed have the most potential to increase their
happiness with where they live are cheap entertainment, improved
part-time job prospects and improved transport. More shops and
improved networking opportunities make the bottom of this list.

The proportion of final year students
and the proportion of those living
Cheap entertainment/things to do 41% with a partner are significantly
higher than any other year level
Improved part-time job prospects 41% when it comes to believing that
improved full time job prospects
would improve their happiness
Improved transport 36%
scores

Improved work experience opportunities 29%
Those living in Auckland and Wellington are
more likely to believe improved transport
Better entertainment/places to go to 28% would increase their happiness score, while
the proportion of Christchurch-residents
Improved full-time job prospects 23% with this belief is significantly lower

Less crime 17% Those in Christchurch are also less likely to believe
improved part time job prospects would improve their
More shops/stores 15% happiness score. They are instead more concerned
with having cheap entertainment/things to do.
Improved networking opportunities 14%
The proportion of those who believe “improved transport” would
None of these 8% improve their happiness score is significantly lower for Hamilton
than for any other place. Hamilton residents instead believe
lower crime would improve their happiness score.

Q What factors could potentially change your score to a more positive one? Please choose up to three of the options below.

Base: February 2012. Total sample (n=520). © Colmar Brunton 2012 13

Only 4% buy what they like first and foremost and
generally don‟t get distracted by discounts.
I buy what I like first and foremost
and generally don‟t get distracted
by discounts

Yellow stickers, discounts and
I have my favourite budget items etc. tend to be the
brands and try to buy primary influencer when it comes
them more often than to purchasing grocery items
not, but I often get because I cannot afford to always
influenced by really good be buying my favourite brands
deals

Those for whom yellow
stickers and budget
items are the primary
influencer because they
cannot afford to always
be buying their favourite
brands are less likely to
Yellow stickers, discounts and budget items etc be living with parents
tend to be the primary influencer when it and more likely to be
comes to purchasing grocery items because I
don‟t have any preferences brand-wise living in a shared flat.

Q Thinking about grocery shopping, please select the statement which best applies…


One half are extremely price conscious, whatever type of shopping they‟re
doing, while one fifth are pretty relaxed in supermarkets and more price
conscious around other types of shopping. Only 7% are more concerned
with enjoying the moment and don‟t consider price too much.

I‟m extremely price conscious whatever type Those in the final year
of shopping I‟m doing, from grocery to 50% of their degree are
clothes significantly more
extremely price
conscious, whatever
I‟m pretty relaxed in supermarkets and more
type of shopping
price conscious around other types of 20% they‟re doing.
shopping

I‟m extremely price conscious in the
supermarket and less so in the mall / high 14%
street stores

I‟m extremely price conscious in the
supermarket and less so in the mall / high 9%
street stores

I‟m more concerned with enjoying the
moment and don‟t consider price too much 7%

Q Which of the following best describes your „shopping philosophy‟?


Talking to friends/family, doing online price comparisons between
different retailers and looking at online reviews seem to be the
most popular methods of research before making a purchase

Mean
I talk to my friends/family 8% 59% 33% 4.8

Online – I do price comparisons between
different retailers
17% 47% 36% 4.6

Online – I look at reviews/blogs about other
people‟s experiences
26% 46% 28% 4.1

I visit different retailers to collect
information
23% 50% 25% 4.1
Online – I look at what people say about
the product on Social Media sites such as 45% 44% 11% 3.1
Facebook or Twitter

Other 36% 58% 7% 3.2

(1-2) Never (3-5) Sometimes (6-7) All the time

Males are more likely to look at reviews/blogs, do Those who use an iPhone as their main phone
price comparisons between different retailers and are more likely to look at what people say about
look at what people say about the product on the product on social media sites such as
social media sites such as Facebook or Twitter Facebook or Twitter.

Q How often do you do each of the following to research products so that you‟re informed before you make a purchase?


Food, drink and clothing (particularly basic
clothing, socks, underwear, etc) are the least researched
items. Only 6% research everything before buying
Items/brands they
Top 5 items not researched before purchasing: know of or have
aleady
used/researched
before
Jewellery/
accessories Food/grocery 61% Fast food/
items/drink takeaways

Clothes/basic
clothes/socks/ 34%
Petrol underwear Shoes/
footwear

Cheap items/under
certain value
10%
Don't
research
Phone
Toiletries/make much/
credit/topup many items
up/personal care 6%

6%
items – 2%

Stationery/books/
study materials/study
Music/DVDs/ related items/ 5% Research Alcohol
Movies/ magazines
entertainment EVERYTHING

Q What type of products do you NOT research before making a purchase?


The proportion of those who use a standard phone as their main
phone is significantly lower than in November 2011, while the
proportion of those who use a smart phone as their main phone is
Other

Smart
Phone
Standard
Phone

Q What type of mobile phone do you currently use as your main phone? than previous wave


…however, those who still use a standard phone as their main
phone are still not willing to forego smartphone-like capabilities, with
over half using a standard phone with internet capabilities

LOL 

Q What type of mobile phone do you currently use as your main phone?

Base: February 2012. Respondents who use a standard phone as their main phone (n=279) © Colmar Brunton 2012 20

Just over half of smart phone users are using
Androids, while a third are using iPhones. Only 2% are using
a Blackberry.
Nokia
5800, 560, N9
7, E63
Windows

Samsung
• The proportion of
LG G300 those who use their
mobile phone for
Maemo 5 banking, social
media, Apps and
LG KM900 Internet browsing is
for those who use
an iPhone as their
main phone and
significantly lower
for those who use a
standard phone
• The proportion of those who use with Internet
their mobile phone for Apps capabilities.
and Internet browsing is
significantly higher for those
who use an android
smartphone as their main • The proportion of those who have used a
phone. tablet regularly in the last 3 months is
significantly higher for those who use an
iPhone as their main phone and significantly
lower for those who use a standard phone
for text/call only.

Base: February 2012. Respondents who use a smart phone as their main phone (n=227) © Colmar Brunton 2012 21

Main phone

• The proportion of those who
use their mobile phone for Standard phone 29%
banking, social media, Apps (internet capability)
and Internet browsing is
significantly higher for those Smartphone 25%
who use an iPhone as their (Android)
main phone and significantly
lower for those who use a Standard phone 25%
standard phone with Internet (text/call only)
capabilities.
Smartphone
14%
• The proportion of those who (iPhone) Nokia 5800, 560,
use their mobile phone for Apps N97, E63
and Internet browsing is Smartphone
significantly higher for those (Blackberry)
1%
who use an android Windows
smartphone as their main
phone. None of these 1%
Samsung
have used a tablet regularly in
Other Smartphone 4%
the last 3 months is significantly LG G300
higher for those who use an
iPhone as their main phone
Other 2%
and significantly lower for those Maemo 5
who use a standard phone for
text/call only.
LG KM900



Almost everyone uses their phones for texts. Calls are not far
behind with 87% people using their phones for this. Just under half
use phones for Social Media sites, internet browsing and Apps.
One third use their phones for Banking.

Texts 99%

Calls 87%

45% • Males are more likely to use
Social Media sites
their phone for Apps
have actively been reading
Internet Browsing 45% and posting messages that
month are fully involved in at
least one social media site is
significantly higher for those
Apps 44% who use their phones to go on
social media sites
have used a smartphone
Banking 33% regularly in the past three
months is significantly higher for
those who use their phones for
banking, social media
sites, apps and internet
We want to try and understand a little bit more about your mobile phone and
Q where it fits in your life. Which of the following do you use your mobile phone for?
browsing.

Base: February 2012. Respondents who use their phone for more than text/call only (n=385) © Colmar Brunton 2012 24

App downloads, in general, are happening significantly less
frequently than they were in November 2011, but Games apps
are downloaded the most frequently, followed closely by
Entertainment and Utilities apps.

Average number of downloads per respondent

Games 2.8

Entertainment 1.5 Other App categories
downloaded:
Utilities 1.0

Social Networking 0.8 Health & Fitness

Photography 0.7 Lifestyle

Musical 0.6 Weather

News 0.6 Reference

Books 0.5 Travel

Education 0.5 Business

Navigation 0.5 Finance

Productivity 0.5 Medical
Other 2.7 Sports

Thinking about mobile phone apps, what are you downloading apps for and how
Q many in each category?


90% regularly use their laptops, while just under half use
desktop PCs (almost the same proportion as those who
use Smartphones). Only 14% regularly use Tablets.

Laptop 90% Those living with
parents, particularly
males, are more likely to
Desktop PC 47% regularly use Desktop PCs

Smartphone 45% The proportion of those who
have rarely checked in and
are not actively involved in
Public Computer 23% any social media sites (if at
all) is significantly lower for
those who use laptops
iPod Touch for internet browsing 23% regularly

Tablet 14%
The proportion of those who
• Standard Phone use a standard phone with
only text/call capabilities is
Other device which allows internet 3% • Gaming Console
(eg.PS3, XBOX 360) significantly lower for those
who use a Tablet or Desktop
• eReader
1% PC regularly
None of these

Q Which of the following devices have you used regularly in the last 3 months?


The proportion of those who think about recycling but have not
really changed their behaviour towards the environment has
increased significantly since November 2011. I do think about it and I‟ve
recycled, but I‟ve not really
changed my behaviour or done
anything different

I haven‟t thought
about it and
haven‟t done
anything
particularly
environmentally
friendly
I care a lot about the
environment and I‟ve
consciously gone out of my way
to do whatever I can to be
environmentally friendly

Q What‟s been your general behaviour around doing environmentally friendly things? = significantly higher/lower
than previous wave

Just over half are okay and sometimes stick to a budget, but
have had a hit and miss month. Just under a third take budgeting
and managing money extremely seriously and had run a tight
ship that month.
The proportion of those who use their
phones for social media sites is:

-Significantly higher for those who have
actively been reading and posting
messages this month and are fully involved Generally I‟m okay and
in at least one social media site sometimes stick to a
budget, but this month has
- Significantly lower for those who have been a little hit and miss
rarely checked in and are not actively
involved in any social media

52%
I take budgeting and

29%
managing money
extremely seriously and this
month I‟ve run a tight ship
& feel in total control

18%

Q
Money comes and goes, it‟s been one of those kind of
Base: February 2012. Total Sample (n=520) months where I‟m probably a little worse off

Most would like to save for more expensive items, but are willing to
forego this in order to be able to spend their income on items that
allow them to enjoy themselves on a day-to-day basis

I would like to save for more expensive
items (in fact, I have a couple of examples
in mind), but I‟m willing to forego this in
66%
order to be able to spend my income on
items that allow me to enjoy myself on a
day-to-day basis

I prefer to pass on buying smaller items and
instead try to save my income for more
23%
expensive items such as electronics, car
gadgets, label clothing, etc

I like to spend my income on items that allow
me to enjoy myself on a day-to-day basis eg
alcohol, meals/coffee with friends, movie 11%
passes, etc. I do not care too much about
saving for more expensive items.

Q When it comes to budgeting and spending…Please select the statement that describes you best:


Most popular items currently being saved for are travel
and accommodation expenses, closely followed by
cars or car related costs

Travel/flights/trip/holiday 35%
Other items they’re
House/deposit on a house/rent/bond/flatting 13% currently saving for
Camera
Car/tyres/rego/car related costs 11%
Mobile phone/phone
Bed/couch/tv/freezer/furniture 6%
Books/text books
Paying off student loan/debt/keep loan as small as
6%
No Yes possible Motorbike/scooter/moped

Computer/laptop 6% Concert/sevens/festival tickets

General savings/nothing in particular/emergency
fund 5% PS3/xBox/Nintendo/games

iPod/touch/MP3/stereo/
Clothing/shoes/bag/jewellery/watch 4% headphones

Gifts/presents for friends/family
Uni/tuition fees/field trip 4%
Software/hardware/printer
Wakeboard/surfboard/ski's/other sporting
equipment 3%
Smartphone

iPad/tablet 3% Uni/tuition
fees/books/equipment
Uni/tuition fees/books/
iphone 3% equipment related to study

Macbook/pro/air
Other 20%
Equipment /printing related to
study

Q Are you currently saving up for anything? Q What are you currently saving up for?

Base: Respondents who are currently saving up for something (n=342)

Social Media involvement is rather polarising, with just under half
checking in but not really contributing, and just under half actively
reading and posting messages. Only 8% are not actively involved
in Social Media sites.

47% 45%

8%

I‟ve been checking in and I‟ve actively been reading I‟ve rarely checked in and
seeing what‟s going on, but I and posting messages this am not actively involved in
haven‟t really been month and am fully involved any social media site (if at
participating/contributing in at least one social media all)
site

Q In terms of Social Media, please select the statement that describes you best


Most have used an employment service to help them
find a job. Of those who haven‟t, almost half intend to.

No
No

Yes
Yes

Do you intend to use an employment service to help you
Q Have you ever used an employment service to help you find Q find a job while you are still studying?
a job?
Base: Respondents who have never used an employment
Base: February 2012. Total Sample (n=520) service to help them find a job (n=156) © Colmar Brunton 2012 35

A user-friendly website is the number one most important factor
when considering the services of an employment service
provider, followed closely by a cheap/free service. Friendly and
approachable staff also make the top three

User-Friendly website 87%

Cheap/Free service 85%

Friendly, approachable staff 70% The proportion of those who
believe helpful interview
skills/CV writing is significantly
higher for those who plan to
Convenient location – close to 56%
gently get into career mode

Help with interview skills/CV 42%

Recommended/suggested by family 37%

Listed below are a number of factors that may or may not be important to
Q you when considering the services of an employment service to help you
find a job:
Base: Respondents who have used/or intend to use an employment service to help
them find a job (n=438)

Demographics

18 years 12%
Early 19 Years 21%
Female Male 20s Teens 20years 23%
21 years 18%
22 years 12%
23 years 9%
24 years 6%

Auckland 38%
First year 11% Christchurch 12%
Dunedin 14%
Second year 29% Hamilton 7%
Invercargill 1%
Third year 19% New Plymouth 1%
Palmerston North 5%
Final year of degree 23% Tauranga 2%
Wellington 16%
Final year of Postgraduate Study 8% Other town or city in North Island 2%
Rural area in North Island 1%
Other 10% Rural area in South Island 1%

Q Where are you in terms of the study journey?

Base: February 2012. Total Sample (n=520) = significantly higher/lower than previous wave © Colmar Brunton 2012 37

Sample Breakdown

Total Completes
Wave 1 - July 2011 n=1542
n=298 19% Total Unique Completes
n=252 n=1342

2% 1%
n=26 n=16
0.3%
n=4

41% 11% 26%
n=544 n=150 n=350


For further information please contact:

Spencer Willis

Colmar Brunton, a Millward Brown Company
Level 1, Colmar Brunton House
6-10 The Strand
Takapuna, Auckland 0622
PO Box 3622, Auckland 0740

Phone (09) 919 9238 | Mobile 021 455 297
www.colmarbrunton.co.nz


SJS Track February 2012 Draft

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