The document presents insights from a youth survey regarding perceptions of cool figures, expected salaries, news consumption habits, and factors affecting happiness related to living situations. Many youth cite conversations and social media as their primary news sources, and there is a notable trend toward eco-consciousness and mobile technology use. Additionally, the survey reveals various influences on brand loyalty and shopping philosophies among young individuals.

1. A CB Youth Presentation

2. Mum is the coolest person, while Dad is the sixth coolest.
Musicians/artists/actors celebrities, brothers and females family
friends also make the top 5.
Mum 15%
A musician/artist I’m into right now 12%
An actor/celebrity I’m into right now 10%
Brother 7%
Female family friend 7%
Dad 6%
Sister 5%
Male family friend 4%
A teacher, priest or other community figure 3%
Grandparent 2% Husband/Partner
Myself
Other male family member 1% My baby/child
Best friend
Pet
Other female family member 1%
Jesus
Flatmate
Other (please specify) 26% 26%
Base: Total Sample (n=220)
Q8: Who is the coolest person in your life right now? 2

3. Most expect to be earning between $60,000 to $100,000 by the
time they are 30…22% are dreaming!
22%
20%
20%
18%
15%
13%
10%
5% 5%
1% 1%
0%
I'm already $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 $90,000 $100,000+
over 30
Base: Total Sample (n=220)
Q5: What salary do you expect to be earning when you are 30? 3

4. Conversations with others appear to be the most common method of catching up on
current affairs for youth, closely followed by Social Media posts on Twitter, Facebook
etc…Essentially current affairs has become user generated.
Conversations with other people 71%
Social media posts on Twitter, Facebook etc 65%
Watch or read news online daily 44%
Watch news on TV, not daily but more than twice a week 41%
Watch or read news, not daily but more than twice a week 31%
Listen to the radio for news and updates, not daily but more than twice a 30%
week
Watch news on TV daily 25%
Read someone else’s or a free copy of a newspaper, not daily but more 22%
than twice a week
Read someone else’s or a free copy of a newspaper daily 20%
Listen to the radio for news and updates daily 18%
Rely on email updates from newsletters, sites, RSS feeds etc. 14%
Watch or read news using my smartphone, not daily but more than twice 11%
a week
Buy and read a print newspaper daily 5%
Watch or read news using my smartphone daily 5%
Buy and read a print newspaper, not daily but more than twice a week 5%
Base: Total Sample (n=220)
Q6: How do you get your updates on current affairs and news? Please select as many as apply 4

5. The ability to access knowledge, validated by friends and followers at the swipe of
a finger….while not doing any damage is the trend for 2012
Eco The power of knowledge
The quest for a more sustainable
society. Green and Eco-friendly
36% We will know more than we ever did. We will be
able to track our own health, touch screens in
products will be mainstreaming stores and on the streets will tell us about
things, mobiles mean we can search the best
deals immediately, location based apps will
36% allow us to see where our friends are. We will
have the ability to know whatever we want.
The F-Factor
Where consumer decisions are decided
26% by tips from friends, fans and followers –
what other people say about something
Screen culture
will be more powerful than what a brand Get ready for a
says about itself. world where
consumers will be
incessantly
Price touching, swiping, pi
Pricing in 2012 will be more
25%
nching and tapping.
transparent, fluid, complex and
personalised. There will be dynamic
discounts where prices change
25%
throughout the day and are
personalised to suit a customer type
or member. Mobile
A mobile tipping point
where the mobile phone
Honesty is at the centre - It’s
Brands being honest and about social media, real
admitting flaws time, location-based
15% ‘flawsome’ and and instant gratification
demonstrating a ‘human
touch’.
rewards, which all
become achievable 19%
Base: Total Sample (n=220)
Don’t know 8% and expected.
Q7: www.trendwatching.com is the world’s most visited source for consumer trends and insights. 2012 ‘Trend Predictions’ according
to trendwatching.com include a raft of ideas. We’ve selected a few and would like you to select the 2 you feel are most relevant or
likely to be the most relevant here in NZ 5

6. Best TVC of 2012 (so far ) is……
Drink driving/Ghost chips/legend 16%
Lotto/Wilson Lotto Ad 4%
Sky Ad/My Sky/My happy place 3%
Mitre 10/Mitre 10 ad with boys 2%
Don't know/haven't watched TV lately 51%
Other 24%
Base: Total Sample (n=220)
Q11: What has been the best ad on TV in the last 6 months and why? 6

7. Lady Gaga
Musician would love to see in 2012
Adele Florence and the
Machine
Coldplay Six60
Taylor Swift
Katy Perry Radiohead Linkin Park Bruno Mars
Beyonce Metallica Jessie J
Red Hot Chilli Deadmau5
LMFAO Kanye West
Peppers
Base: Total sample (n=220)
7
Q3 What is one band or musician you’d love to see in 2012? (By ‘love’ we mean you would definitely do everything in your power to see them)

8. Brand would have tattoo on rear for $10k
Base: Total sample (n=220)
Q4 Hypothetically, what Brand’s Logo would you accept $10,000 to have tattooed on your butt? 8

9. Brand loyalty changes with living situation...a student is not always ‘just a
student’
• 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 always
Living alone 3%
be buying their favourite brands
• Of those living in a hostel/student digs, the proportion of Other 3%
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)

10. Just under half are very happy with where they live, and just under half are okay
with it. Only 5% are ‘not very happy’ with where they live.
The mean happiness score is It is also lower for those who specified
significantly lower for those who live in that having more shops/stores would
Christchurch increase their 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?
Base: February 2012. Total sample (n=520)

11. 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.
The proportion of final year students and
Cheap entertainment/things to do 41% the proportion of those living with a
partner are significantly higher than any
Improved part-time job prospects 41% other year level when it comes to believing
that improved full time job prospects would
improve their happiness scores
Improved transport 36%
Improved work experience opportunities 29%
Those living in Auckland and Wellington are more
likely to believe improved transport would increase
Better entertainment/places to go to 28% their happiness score, while the proportion of
Christchurch-residents with this belief is
Improved full-time job prospects 23% significantly lower
Less crime 17% Those in Christchurch are also less likely to believe improved part
time job prospects would improve their happiness score. They are
More shops/stores 15% instead more concerned with having cheap entertainment/things
to do.
Improved networking opportunities 14%
The proportion of those who believe “improved transport” would improve
None of these 8% 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).

12. 31% of students polled say they try to stick to their favourite brands –
understanding brand love could be worthwhile
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 be living with parents and more
etc tend to be the primary influencer when it likely to be living in a shared flat.
comes to purchasing grocery items because I
don’t have any preferences brand-wise
Q Thinking about grocery shopping, please select the statement which best applies…
Base: February 2012. Total sample (n=520).

13. 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 of Those in the final year of
shopping I’m doing, from grocery to clothes
50%
their degree are
significantly more
extremely price conscious,
whatever type of shopping
I’m pretty relaxed in supermarkets and more price
conscious around other types of shopping 20% they’re doing.
I’m extremely price conscious in the supermarket and
less so in the mall / high street stores 14%
I’m extremely price conscious in the supermarket and
less so in the mall / high street stores 9%
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’?
Base: February 2012. Total sample (n=520).

14. 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 significantly higher
Other
Smart
Phone
Standard
Phone
= significantly higher/lower
Q What type of mobile phone do you currently use as your main phone? than previous wave
Base: February 2012. Total Sample (n=520)

15. …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)

16. 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, N97,
E63
Windows
Samsung
• The proportion of those
LG G300 who use their mobile
phone for
Maemo 5 banking, social
media, Apps and
LG KM900 Internet browsing is
significantly higher for
those who use an
iPhone as their main
phone and significantly
lower for those who
use a standard phone
with Internet
• The proportion of those who use their capabilities.
mobile phone for Apps and Internet
browsing is significantly higher for
those who use an android smartphone
as their main phone.
• The proportion of those who have used a 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.
Q What type of mobile phone do you currently use as your main phone?
Base: February 2012. Respondents who use a smart phone as their main phone (n=227)

17. The proportion of those who think about
recycling but have not really changed their
I do think about it and I’ve
behaviour towards the environment has recycled, but I’ve not really
changed my behaviour or done
increased significantly since November 2011. 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
Base: February 2012. Total Sample (n=520) © Colmar Brunton 2012 17

18. 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 seeing I’ve actively been reading and I’ve rarely checked in and am not
what’s going on, but I haven’t posting messages this month and actively involved in any social
really been am fully involved in at least one media site (if at all)
participating/contributing social media site
Q In terms of Social Media, please select the statement that describes you best
Base: February 2012. Total sample (n=520)

19. Thanks…..now back to business
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