Cool today, Gone tomorrow? (by Generation Y around the world)

1. @Joeri_InSites @Pieterdvuyst

2. // COUNTRIES INVOLVED IN THE GLOBAL COOLNESS STUDY STUDY in 16 COUNTRIES WORLDWIDE 4.056 consumers (15 – 25 y.o.), representative total country population. Data collected on proprietary research panels from InSites Consulting. To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure. Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.

3. IN THIS INTERNATIONAL STUDY WE’VE FOCUSSED ON COOLNESS In this report you’ll find out everything you need to know about what Coolness means for Generation Y. In the coming months we’ll focus on other Gen Y related topics separately. So follow us on Twitter, read the updates on our website and watch our SlideShare for new presentations. Saw some cool stuff you want to discuss? Contact us! Joeri.vandenbergh@insites.eu But above all, start listening to Generation Y!

4. THIS REPORT SHARES THE DETAILED RESULTS FOR -  United States -  Italy -  United Kingdom -  India -  The Netherlands -  Germany -  Sweden -  France -  Spain -  Denmark -  Russia -  China -  Romania -  Brazil -  Poland -  Belgium

5. //GLOBAL

6. Gen Y, a.k.a. the millennial generation, boys and girls between 15-30, is increasingly entering the job market. Since they are globally a bigger cohort than their predecessors (Gen X), their influence on society, politics and business the next decades will be higher and comparable to the influential Babyboomer generation. But this new active generation feels that they are not taken serious at this point. Not only by politicians and the government but also by corporations and brands.

7. // Hot takeaways Gen Yers find themselves cool. Especially Indian (67%), Russian (61%) and French (58%) Millennials see themselves as cool persons. Gen Yers like to visit New York especially. Across the globe, London and Paris are runners up. National cities are very popular among inhabitants of that country (Amsterdam among Dutch (21%), St Petersburg among Russians (37%), etc.). It’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people – especially in Denmark. Bill Gates, founder of Microsoft, is worshipped in India (43%). Brazilian Yers focus remarkably more on idols like Lady Gaga, Johnny Depp and Madonna. Among brands, Apple is perceived as the coolest brand, though less outspoken in the Lower Countries and the Scandinavian countries. Coca-Cola is runner-up. In Poland, Romania, China and India, Pepsi is perceived as at least equally cool though!

8. //UNITED STATES

9. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 251 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Questionnaire Gender Male 50% Female 50% •  Survey of 20 minutes 15-18 38% Age 19-21 27% 22-25 35% I’m still studying 54% No job, not looking for one 4% No job, looking for on 13% Professional Job, < 1 year working experience 9% Situation Job, 1 year working experience 6% Job, 2 years working experience 5% Job, 3 years working experience 2% Job, > 3 years working experience 8% Single, no kids 80% Single, kids 3% Private situation Partner, no kids 11% Partner, kids 6%

10. // COOL Gen Yers Q: First of all we would like to know how cool you find yourself? I am... 43 100% 75% 50% 25% % of the American Y’rs think they’re cool! USA Average cross studied countries N = 251 / F = No

11. //COOLEST PLACES ON EARTH Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Compared to other countries. The European cities London and Paris are also popular cities among American Y’ers. 1 out of 3 sees them as a cool place. 0% 20% 40% 60% New York 49% London 33% Tokyo 32% Paris 32% Los Angeles 26% San Francisco 15% Amsterdam 14% Barcelona 11% Sydney 10% Milan 10% USA Average cross studied countries N = 251 / F = No

12. // THE (UN)COOLEST PEOPLE ON EARTH Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Richard Gere 31° 50° 45° 1° 40° Barack Obama 35° Angela Merkel 16° 0° 30° 25° 20° 15° Lady Gaga Richard Branson 16° 0° 10° 5° 0° Details for all famous people questioned can be found on the next page The degrees (°) represent the % of people that find that person ‘cool’ N = 251 / F = No

13. // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 31% Bono Barack Obama 16% Mark Zuckerberg Lady Gaga 16% Tiger Woods Sandra Bullock 14% Cristiano Ronaldo Bill Gates 14% The Pope Jessica Alba 14% George W. Bush Angelina Jolie 13% Madonna Leonardo DiCaprio 13% Serena Williams Oprah Winfrey 12% Demi Moore Brad Pitt 12% Paris Hilton George Clooney 8% Kate Moss Steve Jobs 7% Nicolas Sarkozy David Beckham 6% Herman Van Rompuy Nelson Mandela 6% Richard Gere Pink 6% Richard Branson Lance Armstrong 6% Angela Merkel N = 251 / F = No USA Average cross studied countries

14. //COOLEST BRANDS ON EARTH Q: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing H&M Levi’s A&F Diesel Zara T. Hilfiger Across categories, Apple, its Sports C. Allstars Nike mobile phone brand iPhone, Adidas Puma Converse Allstars and Food & Drinks Coca-Cola Sony are the coolest brands. More Doritos M&M’s than 2 out of 3 Gen Yers agree Pepsi McDonald’s with this. Red Bull This is perfectly reflected in the Mars U.S.A., where these brands are Apple Technology Sony even cooler than average Nintendo Microsoft Dell Personal Care brands are HP perceived as less cool. Only Axe Personal Care Axe / Lynx is seen as cool by half of the Nivea Gilette population. L’Oreal Dove Mobile iPhone Samsung Sony Eric. Nokia Belgium U.S.A. Averagecross studied countiries Average cross studied countries N = 251 / F = No

15. // Hot takeaways 4 out of 10 US Yers believe they’re cool! They love European cities like London (33%), Paris (32%), and Amsterdam (14%). Within the US, New York (49%), Los Angeles (26%) and San Francisco (15%) are seen as cool places. Across categories, Apple, its mobile phone brand iPhone and Converse Allstars are the coolest brands. More than 2 out of 3 Gen Yers agree with this. Personal Care brands are perceived as less cool. Compared to other countries, “H&M” gets a high score on coolness.

16. //UNITED KINGDOM

17. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 249 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Questionnaire Female 49% •  Survey of 20 minutes Age 15-18 19-21 37% 27% 22-25 36% I’m still studying 53% No job, not looking for one 3% No job, looking for on 10% Professional Job, < 1 year working experience 11% Situation Job, 1 year working experience 6% Job, 2 years working experience 4% Job, 3 years working experience 3% Job, > 3 years working experience 9% Single, no kids 76% Single, kids 4% Private situation Partner, no kids 15% Partner, kids 5%

18. // COOL Gen Yers Q: First of all we would like to know how cool you find yourself? I am... 39 100% 75% 50% 25% % of the UK Y’rs think they’re cool! UK Average cross studied countries N = 249 / F = No

19. //COOLEST PLACES ON EARTH Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. UK youngsters are also rather proud of their capital city. 31% thinks Londen is the coolest place on earth. 0% 20% 40% 60% New York 51% London 31% Los Angeles 27% Tokyo 23% 20% 17% 15% 22% 18% 17% 15% 14% 11% 9% 7% 7% Paris 21% Shopping Going to the cinema Watching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Sydney 15% Dubai 14% Barcelona 14% Amsterdam 13% Milan 13% UK Average cross studied countries N = 249 / F = No

20. // THE (UN)COOLEST PEOPLE ON EARTH Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Richard Gere 38° 50° 45° 1° 40° David Beckham 35° Herman van Rompuy 19° 1° 30° 25° 20° 15° Lady GaGa George W. Bush 17° 0° 10° 5° 0° Details for all famous people questioned can be found on the next page The degrees (°) represent the % of people that find that person ‘cool’ N = 249 / F = No

21. // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, although Gen Yers in the UK are fan of David Beckham. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 38% Steve Jobs David Beckham 19% Lance Armstrong Lady Gaga 17% Madonna Barack Obama 14% Cristiano Ronaldo Leonardo DiCaprio 14% Oprah Winfrey Angelina Jolie 13% Paris Hilton Brad Pitt 12% The Pope 20% 17% 15% 22% 18% 17% 15% 14% 11% Jessica Alba 11% Bono 9% 7% 7% Pink 10% Tiger Woods Shopping Going to the cinema Watching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Bill Gates 9% Angela Merkel George Clooney 8% Serena Williams Richard Branson 7% Demi Moore Mark Zuckerberg 6% Nicolas Sarkozy Sandra Bullock 6% Herman Van Rompuy Nelson Mandela 6% Richard Gere Kate Moss 6% George W. Bush UK Average cross studied countries N = 249/ F = No

22. //COOLEST BRANDS ON EARTH Q: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Diesel Levi’s A&F T. Hilfiger Zara H&M Sports C. Allstars Nike Adidas Puma Food & Drinks Coca-Cola Across categories, iPhone, Red Bull Doritos Apple, Coca Cola and Pepsi Mars Converse Allstars are the M&M’s McDonald’s coolest brands. Technology Apple Personal Care brands are Nintendo Sony Microsoft perceived as less cool. Dell HP Personal Care Gilette Axe / Lynx Nivea L’Oreal Dove Mobile iPhone Samsung Nokia Sony Eric. Belgium UK Averagecross studied countiries Average cross studied countries N = 249 / F = No

23. // Hot takeaways 4 out of 10 UK Yers believe they’re cool! They’re fond of Anglo-Saxon cities like New York (51%) and Los Angeles (24%). Y’ers are also proud of their capital city. London is seen by almost 1 out of 3 youngsters as a cool place. Across categories, Apple, its mobile phone brand iPhone and Converse Allstars are the coolest brands. More than 2 out of 3 Gen Yers agree with this. Personal Care brands are perceived as less cool. The clothing brands Diesel, Levi’s and A&F are perceived as pretty cool as well.

24. //THE NETHERLANDS

25. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 254 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Female 49% Questionnaire 15-18 37% •  Survey of 20 minutes Age 19-21 27% 22-25 37% I’m still studying 70% No job, not looking for one 2% No job, looking for on 4% Professional Job, < 1 year working experience 6% Situation Job, 1 year working experience 5% Job, 2 years working experience 2% Job, 3 years working experience 4% Job, > 3 years working experience 8% Single, no kids 66% Single, kids 3% Private situation Partner, no kids 28% Partner, kids 3%

26. // COOL Gen Yers Q: First of all we would like to know how cool you find yourself? I am... 38 100% 75% 50% 25% % of the Dutch Y’rs think they’re cool! Netherlands Average cross studied countries N = 254 / F = No

27. //COOLEST PLACES ON EARTH Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Dutch youngsters are also rather proud of their capital city. 21% thinks Amsterdam is the coolest place on earth. 0% 20% 40% 60% New York 52% London 23% Los Angeles 21% Amsterdam 21% 28% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7% Paris 20% Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...) Making music (DJ, instrument...) Watching television Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) Tokyo 17% Barcelona 17% Dubai 17% San Francisco 11% Sydney 10% NETHERLANDS Average cross studied countries N = 254 / F = No

28. // THE (UN)COOLEST PEOPLE ON EARTH Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Nicolas Sarkozy 30° 50° 45° 1° 40° Barack Obama 35° Herman van Rompuy 19° 1° 30° 25° 20° 15° Lady GaGa Demi More 16° 1° 10° 5° 0° Details for all famous people questioned can be found on the next page The degrees (°) represent the % of people that find that person ‘cool’ N = 254 / F = No

29. // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? 50% Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 40% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 30% Madonna Barack Obama 19% Cristiano Ronaldo 30% Lady Gaga 16% Bono Angelina Jolie 16% Kate Moss 20% Nelson Mandela 14% George W. Bush Brad Pitt 14% Mark Zuckerberg Pink 11% Paris Hilton 10% Oprah Winfrey 9% The Pope Bill Gates 8% Richard Branson 31% 28% 28% 27% 23% 22% 19% 18%

Cool today, Gone tomorrow? (by Generation Y around the world)

Cool today, Gone tomorrow? (by Generation Y around the world)

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