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Yahoo research exploring Gen Z and the Future of Youth Marketing

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Yahoo research exploring Gen Z and the Future of Youth Marketing

  1. 1. Generation Z: Defining The Future Of Youth Marketing P a t r i c k H o u r i h a n H e a d o f R e s e a r c h N o r t h e r n E u r o p e , Ya h o o C e l i a N o r o w z i a n D i r e c t o r , S e e d M a r k e t i n g
  2. 2. re-tweet shop comment follo w share creat e express connect discuss like read swap experience Gen Z align with brands they can interact and relate to 2
  3. 3. 3 Yahoo Confidential & Proprietary Reassessing a brand’s assets and vision against the needs of Gen Z recalibrate the relationship you have with each other Brand Y The brand challenge Gen Z
  4. 4. Who are Gen Z? 4 Yahoo Confidential & Proprietary Live with their families 64% 28% Financially independent UK : Career focus EU5: Family focus Concerned about their future
  5. 5. Our Mission: Make The World’s Daily Habits More Inspiring & Entertaining One device rules them all
  6. 6. 3 core characteristics identify Gen Z Adept at finding ways to squeeze every last drop out of each moment The art of utilizing the resources available to their maximum potential to aid self development & expression The feeling derived from being able to impart knowledge & an informed point of view Possessing the ability to extract the meaning from the noise Let them optimize Let them rule Let them filter
  7. 7. Constant expectations around streamlining 7 Q14 & Q15. What is most important to you when using or consuming content online? Q16. We are really interested in how technology impacts your life, how you use it and what it helps you to do. On the next page are some statements which describe what some people have said about their lives and technology. Base: UK (1043); EU5 (5364) 29% want content that is ‘tailored to my needs / that I can personalise’ 24% Agree ‘apps on my mobile devices are essential in helping me to keep my life in order’ 21
  8. 8. Life Hacks – the new trend 8 Yahoo Confidential & Proprietary 1. Save time studying by listening to recorded lectures at twice the speed on VLC 2. If you’re a heavy sleeper, putting your phone into a glass will amplify the sound. 3. For impromptu parties, fit an iPhone into an empty plastic drinks bottle. 4. Get the Wi-Fi password to most establishments by checking the comments on Foursquare. 5. Attach bulldog clips to your desk to stop wires falling off. You’ll never have to search for a speaker cable again!
  9. 9. Optimising social in the everyday 9 Yahoo Confidential & Proprietary
  10. 10. 3 core characteristics identify Gen Z The art of utilizing the resources available to their maximum potential to aid self development & expression The feeling derived from being able to impart knowledge & an informed point of view Let them rule
  11. 11. Move them towards financial self-sufficiency 11 S8.Which of the following best describes your working status? Q2.We’d like you to think about what is most important to you in your life right at this moment.. Base: UK (1043); 16-18(295); 19-20 (219); 21-22 (268); 23-24(261) EU5 (5364) - *comScore figures June 2013 58% say having enough money to do and buy what I want is one of the most important things to me at the moment Only doing well in education / career is seen as more importantof Gen Z have a job; even a third of 16-18 year olds are working 51% 69% 16-18 19-20 21-22 23-24 60%52%32% 56 47 CONFIDENTIAL
  12. 12. MTV Student of the Year 12 Yahoo Confidential & Proprietary
  13. 13. Bring expertise to their everyday 13 Q2.We’d like you to think about what is most important to you in your life right at this moment.. Q9. In general, how often, if at all do you do the following activities online? Q14 & Q15. What is most important to you when using or consuming content online? Base: UK (1043); EU5 (5364) - *comScore figures June 2013 29% 48% say ‘learning and discovering new things that interest me’ is one of the most important things to me at the moment say ‘good content helps me be more knowledgeable’ 47% 4851 29 Often watch videos online to learn new things or improve skills
  14. 14. #SpotifyCrew 14 Yahoo Confidential & Proprietary
  15. 15. Help them build their online identity 15 Q16. We are really interested in how technology impacts your life, how you use it and what it helps you to do. On the next page are some statements which describe what some people have said about their lives and technology. Please let us know whether this sounds like you or not! Base: UK (1043); EU5 (5364) Want content that ‘lets me comment and share my opinion’ 26% ‘I share information with my friends mainly because I want to stimulate conversation or comment’ say ‘online networks / communities enable me to feel part of something even if those around me don’t share the same interest’ 28% 27% 23 27 21
  16. 16. 16 Yahoo Confidential & Proprietary The Ultimate Gen Z currency
  17. 17. 3 core characteristics identify Gen Z Possessing the ability to extract the meaning from the noise Let them filter
  18. 18. Be authentic in the data you collect 18 Q16. We are really interested in how technology impacts your life, how you use it and what it helps you to do. On the next page are some statements which describe what some people have said about their lives and technology. Base: UK (1043); 16-18(295); 19-20 (219); 21-22 (268); 23-24(261) EU5 (5364); DE (1087); ES (1004); IT (1107); FR (1023) 28% ‘I prefer not to use websites that require me to register or have a username or password’ 30 say its ‘important for me to have control over what gets shared about me / published online’ 48% 48 56% DE ES IT FR 33%36%55% 29% DE ES IT FR 26%28%34%
  19. 19. Make content bite-sized & more frequent 19 Q14 & Q15. What is most important to you when using or consuming content online? Remember by content we mean absolutely anything you read, watch, listen to or interact with online Base: UK (1043); EU5 (5364) 43% say its important content has ‘easy to digest information’ 42 say its important content is ‘easy to access on the device I’m using’ 51% 51
  20. 20. 3 core characteristics identify Gen Z Let them optimize Let them rule Let them filter Financially challenging times – act as a trusted guide Help leverage knowledge and creativity There is no down time Brands need to help maximise every moment Reputation online is critical – be authentic Super- personalised
  21. 21. Questions? P a t r i c k H o u r i h a n H e a d o f R e s e a r c h N o r t h e r n E u r o p e , Ya h o o h o u r i h a n @ y a h o o - i n c . c o m C e l i a N o r o w z i a n D i r e c t o r , S e e d M a r k e t i n g c e l i a @ s e e d m a r k e t i n g a g e n c y. c o m

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