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

12,221 views

Published on

This global InSites Consulting Gen Y research report shares insights into what Coolness means for Generation Y. The full report offers results for over 15 countries on cool cities, people and brands.

Globally Gen Yers perceive Apple as the coolest brand. Favorite city to visit is New York, followed by London and Paris and they perceive sports(wo)men less cool than pop artists and actors/actresses.

Published in: Business, Technology
0 Comments
15 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
12,221
On SlideShare
0
From Embeds
0
Number of Embeds
5,141
Actions
Shares
0
Downloads
201
Comments
0
Likes
15
Embeds 0
No embeds

No notes for slide

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

  1. 1. @Joeri_InSites   @Pieterdvuyst  
  2. 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. 3. IN THIS INTERNATIONAL STUDY WE’VEFOCUSSED ON COOLNESSIn this report you’ll find out everything youneed to know about what Coolness meansfor Generation Y.In the coming months we’ll focus on other GenY related topics separately. So follow us onTwitter, read the updates on our website andwatch our SlideShare for new presentations.Saw some cool stuff you want to discuss?Contact us! Joeri.vandenbergh@insites.euBut above all, start listening to Generation Y!
  4. 4. THIS REPORT SHARES THE DETAILED RESULTSFOR-  United States -  Italy-  United Kingdom -  India-  The Netherlands -  Germany-  Sweden -  France-  Spain -  Denmark-  Russia -  China-  Romania -  Brazil-  Poland -  Belgium
  5. 5. //GLOBAL
  6. 6. Gen Y, a.k.a. the millennial generation, boys andgirls between 15-30, is increasingly entering thejob market. Since they are globally a biggercohort than their predecessors (Gen X), theirinfluence on society, politics and business thenext decades will be higher and comparable tothe influential Babyboomer generation.But this new active generation feels that they arenot taken serious at this point. Not only bypoliticians and the government but also bycorporations and brands.
  7. 7. // Hot takeawaysGen Yers find themselves cool. Especially Indian (67%),Russian (61%) and French (58%) Millennials seethemselves as cool persons.Gen Yers like to visit New York especially. Across theglobe, London and Paris are runners up. National citiesare very popular among inhabitants of that country(Amsterdam among Dutch (21%), St Petersburg amongRussians (37%), etc.).It’s clear that sports(wo)men are less cool than popartists and actors/actresses. Although Gen Yers are notfond of politics at all, charismatic politicians like Obamaand Mandela are still seen as cool people – especially inDenmark. Bill Gates, founder of Microsoft, is worshippedin India (43%). Brazilian Yers focus remarkably more onidols like Lady Gaga, Johnny Depp and Madonna.Among brands, Apple is perceived as the coolest brand,though less outspoken in the Lower Countries and theScandinavian countries. Coca-Cola is runner-up. InPoland, Romania, China and India, Pepsi is perceived asat least equally cool though!
  8. 8. //UNITEDSTATES
  9. 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. 10. // COOL Gen YersQ: 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 countriesN = 251 / F = No
  11. 11. //COOLEST PLACES ON EARTHQ: 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 countriesN = 251 / F = No
  12. 12. // THE (UN)COOLEST PEOPLE ON EARTHQ: 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 pageThe degrees (°) represent the % of people that find that person ‘cool’N = 251 / F = No
  13. 13. // …AND THE RESTQ: 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 MerkelN = 251 / F = No USA Average cross studied countries
  14. 14. //COOLEST BRANDS ON EARTHQ: 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 countriesN = 251 / F = No
  15. 15. // Hot takeaways4 out of 10 US Yers believe they’re cool! They loveEuropean cities like London (33%), Paris (32%), andAmsterdam (14%). Within the US, New York (49%), LosAngeles (26%) and San Francisco (15%) are seen ascool places. Across categories, Apple, its mobile phonebrand iPhone and Converse Allstars are the coolestbrands. 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 oncoolness.
  16. 16. //UNITEDKINGDOM
  17. 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. 18. // COOL Gen YersQ: 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 countriesN = 249 / F = No
  19. 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 cinemaWatching 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. 20. // THE (UN)COOLEST PEOPLE ON EARTHQ: 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 pageThe degrees (°) represent the % of people that find that person ‘cool’N = 249 / F = No
  21. 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 cinemaWatching 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. 22. //COOLEST BRANDS ON EARTHQ: 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 countriesN = 249 / F = No
  23. 23. // Hot takeaways4 out of 10 UK Yers believe they’re cool! They’re fond ofAnglo-Saxon cities like New York (51%) and Los Angeles(24%). Y’ers are also proud of their capital city. London isseen by almost 1 out of 3 youngsters as a cool place.Across categories, Apple, its mobile phone brand iPhoneand Converse Allstars are the coolest brands. More than2 out of 3 Gen Yers agree with this. Personal Carebrands are perceived as less cool. The clothing brandsDiesel, Levi’s and A&F are perceived as pretty cool aswell.
  24. 24. //THENETHERLANDS
  25. 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. 26. // COOL Gen YersQ: 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 countriesN = 254 / F = No
  27. 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. 28. // THE (UN)COOLEST PEOPLE ON EARTHQ: 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 pageThe degrees (°) represent the % of people that find that person ‘cool’N = 254 / F = No
  29. 29. // …AND THE RESTQ: 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 Ronaldo30% Lady Gaga 16% Bono Angelina Jolie 16% Kate Moss20% Nelson Mandela 14% George W. Bush Brad Pitt 14% Mark Zuckerberg Pink 11% Paris Hilton10% Oprah Winfrey 9% The Pope Bill Gates 8% Richard Branson 31% 28% 28% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7%0%Leonardo DiCaprio 8% Angela Merkel Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...) Making music (DJ, instrument...) Watching television Visit family Hanging out with friends Listening to music Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) Steve Jobs 8% Tiger Woods David Beckham 7% Serena Williams Lance Armstrong 7% Richard Gere George Clooney 7% Nicolas Sarkozy Sandra Bullock 6% Herman Van Rompuy Jessica Alba 5% Demi Moore N = 254/ F = No NETHERLANDS Average cross studied countries
  30. 30. //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 0% 10% 10% 20% 20% 30% 30% 40% 40% 50% 50% 60% 60% 70% 70% 80% 80% 90% 90% 100% 100% Diesel Clothing Diesel A&F A&F Zara Zara T. Hilfiger T. Hilfiger Levi’s Levi’s H&M H&M Sports C. Allstars C. Allstars Adidas Adidas Nike Nike Puma Puma Across categories, iPhone, Coca-Cola Food & Drinks Coca-Cola Red Bull Red Bull Apple, Coca Cola and M&M’s M&M’s Mars Mars Converse Allstars are the McDonald’s McDonald’s coolest brands. Doritos Doritos Pepsi Pepsi Apple Personal Care brands are Technology Apple Sony Sony perceived as less cool. Only Axe Nintendo Nintendo Microsoft Microsoft is seen as cool by half of the HP HP population. Dell Dell Personal Care Axe / Lynx Axe / Lynx Gilette Gilette L’Oreal L’Oreal Nivea Nivea Dove Dove Mobile iPhone iPhone Samsung Samsung Sony Eric. Sony Eric. Nokia Nokia The Netherlands Belgium Average cross studied countries Average cross studied countiriesN = 254 / F = No
  31. 31. // Hot takeaways4 out of 10 Dutch Yers believe they’re cool which is at thesame level of Belgium (35%) and Germany (37%).They’re fond of Anglo-Saxon cities like New York (52%),London (23%) and Los Angeles (21%). Dutch Y’ers arealso proud of their capital city (21%). Across categories,Apple, its mobile phone brand iPhone, Coca-Cola andConverse Allstars are the coolest brands. More than halfof the Gen Yers agree with this. Personal Care brandsare perceived as less cool. Only Axe is seen as cool by 4out of 10.
  32. 32. //BELGIUM
  33. 33. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 261 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Flanders 60% Region Walloon Regions 40% Male 51% Questionnaire Gender Female 49% •  Survey of 20 minutes Age 15-18 35% 19-21 27% 22-25 38% I’m still studying 69% No job, not looking for one 2% No job, looking for on 4% Professional Job, < 1 year working experience 7% Situation Job, 1 year working experience 5% Job, 2 years working experience 3% Job, 3 years working experience 4% Job, > 3 years working experience 6% Single, no kids 67% Single, kids 3% Private situation Partner, no kids 25% Partner, kids 6%
  34. 34. // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 35 100% 75% 50% 25% % of the Belgian Y’rs think they’re cool! Belgium Average cross studied countriesN = 261 / F = No
  35. 35. //COOLEST PLACES ON EARTHQ: 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, Belgian Y’ers are less proud of their capital city. Brussels is seen by only 1 out of 10 youngsters as a cool place. 0% 20% 40% 60% New York 51% London 36% Paris 24% Los Angeles 23% Barcelona 21% Tokyo 13% Dubai 13% Milan 12% Sydney 11% Brussels 8% Belgium Average cross studied countriesN = 261 / F = No
  36. 36. // THE (UN)COOLEST PEOPLE ON EARTHQ: 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 G.W. Bush 32° 50° 45° 1° 40° Lady Gaga 35° Angela Merkel 22° 1° 30° 25° 20° 15° Barack Obama Richard Gere 17° 1° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 261 / F = No
  37. 37. // …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 32% Sandra Bullock Lady Gaga 22% Madonna Barack Obama 17% Lance Armstrong George Clooney 15% Nicolas Sarkozy Brad Pitt 13% The Pope Angelina Jolie 13% Paris Hilton Pink 12% Herman Van Rompuy Nelson Mandela 11% Tiger Woods Jessica Alba 8% Kate Moss Bono 7% Richard Branson Mark Zuckerberg 7% Demi Moore Cristiano Ronaldo 7% Serena Williams Steve Jobs 7% Bill Gates Oprah Winfrey 6% George W. Bush Leonardo DiCaprio 6% Angela Merkel David Beckham 6% Richard Gere70% N = 261 / F = No Belgium Average cross studied countries0%
  38. 38. //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Diesel Clothing A&F Levi’s H&M T. Hilfiger Zara Sports C. Allstars Nike Adidas Puma Across categories, Apple, its mobile phone brand iPhone and Converse Coca-Cola Food & Drinks Red Bull Allstars are the coolest brands. More M&M’s McDonald’s than 2 out of 3 Gen Yers agree with Doritos this. Mars Pepsi Coca-Cola, the best known brand in Belgium, follows. Apple Technology Nintendo Sony Personal Care brands are Microsoft HP perceived as less cool. Only Axe is Dell seen as cool by half of the population. Personal Care Axe / Lynx Gilette Nivea Dove L’Oreal Mobile iPhone Samsung Sony Eric. Nokia Belgium Belgium Averagecross studied countiries Average cross studied countriesN = 261 / F = No
  39. 39. // Hot takeaways1 out of 3 Belgian Yers believe they’re cool which is at thesame level of The Netherlands (38%) and Germany(37%). They’re fond of cities like New York (51%),London (36%) and Paris (24%). Compared to othercountries, Belgian Y’ers are less proud of their capitalcity. Brussels is seen by only 1 out of 10 youngsters as acool place. Across categories, Apple, its mobile phonebrand iPhone and Converse Allstars are the coolestbrands. More than 2 out of 3 Gen Yers agree with this.Personal Care brands are perceived as less cool. OnlyAxe is seen as cool by half of the population.
  40. 40. //SWEDEN
  41. 41. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 257 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Female 49% 15-18 38% Questionnaire Age 19-21 26% •  Survey of 20 minutes 22-25 36% I’m still studying 57% No job, not looking for one 4% No job, looking for on 12% Professional Job, < 1 year working experience 8% Situation Job, 1 year working experience 6% Job, 2 years working experience 1% Job, 3 years working experience 4% Job, > 3 years working experience 9% Single, no kids 66% Single, kids 2% Private situation Partner, no kids 27% Partner, kids 6%
  42. 42. // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 35 100% 75% 50% 25% % of the Swedish Y’rs think they’re cool! Sweden Average cross studied countriesN = 257 / F = No
  43. 43. //COOLEST PLACES ON EARTHQ: 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, Swedish Y’ers are less proud of their capital city. Stockholm is seen by less than 1 out of 10 youngsters as a cool place. 0% 20% 40% 60% New York 53% Tokyo 34% Los Angeles 33% London 22% Paris 19% Dubai 18% San Francisco 15% Barcelona 14% Amsterdam 11% Sydney 10% SWEDEN Average cross studied countriesN = 257 / F = No
  44. 44. // THE (UN)COOLEST PEOPLE ON EARTHQ: 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 40° 50° 45° 0° 40° Angelina Jolie 35° Angela Merkel 18° 0° 30° 25° 20° 15° Brad Pitt Herman van Rompuy 17° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 257 / F = No

×