Note: Contact ethnography@ipsos.com for details and a link to the film Victoria played. It’s difficult to find positive stories about young people today, we often vilify them and feel concerned about the effect this ‘next generation’ will have on society. But research shows that it’s not all doom and gloom, they’re an aspirational bunch, and with the use of technology are actually very resourceful. This presentation looks at the world of young people: Economic world they find themselves in today How technology impacts their lives And what the public think of young people and their ambitions for the future

1. 1
The World of Young People Today
Victoria Guyatt, Deputy Head of Ethnography 04/12/2012
Ipsos MORI
© Ipsos MORI

2. 2
British public is worried young people have little to do …
Q Thinking about your local area, which 4 or 5 of the things on the card, if any, do
you think most need improving?
Activities for teenagers 46
Road and pavement repairs 39
The level of crime 34
The level of traffic congestion 33
Clean streets 29
Affordable decent housing 21
Public transport 21
Job prospects 21
Facilities for young children 19
Source: Ipsos MORI clients – Place Survey 2008/9
© Ipsos MORI

3. 3
What is important in our lives?
% Important in making somewhere a good place to live
Level of crime
80%
Parks Health services Clean streets
70%
Affordable
Shopping housing Job prospects
Public
Education facilities
transport
60% provision
Level of pollution
50%
Cultural facilities Sport & leisure facilities
40% Activities for
Community activities teenagers
Race relations
30%
20%
5% 10% 15% 20% 25% 30% 35% 40% 45%
% Most needs improving
Base: c.23,000 online citizens, November 2009-January 2010 Source: Ipsos Global @dvisor
© Ipsos MORI

4. 4
In Britain we are less worried about education and
more worried about teenagers than the international average
International average
Britain
Level of crime
% Important in making somewhere a good place
80%
Health services Clean streets
Parks Affordable
70%
housing
Shopping Job prospects
Education facilities Public
60% provision transport
to live
Level of pollution
50% Cultural
facilities
Sport & leisure facilities
40%
Race relations Activities for
Community teenagers
30% activities
20%
5% 10% 15% 20% 25% 30% 35% 40% 45%
% Most needs improving
Base: c.23,000 online citizens, November 2009-January 2010 Source: Ipsos Global @dvisor
© Ipsos MORI

5. 5
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6. 6
What is the world like
for young people?
© Ipsos MORI

7. 7
Today’s youth
are living
through
economic
uncertainty…
…and rapid
technological
change.
• Source: Ipsos MORI Youth in Transition 2011
© Ipsos MORI

8. 8
Are young people bearing the brunt of the economic
slowdown?
Youth unemployment is
at its highest level since
the mid 1980s
of 16-24 year olds are
unemployed
Source: http://www.guardian.co.uk/business/2011/nov/16/youth-unemployment-hits-1m-uk
• Source: Ipsos MORI Youth in Transition 2011
© Ipsos MORI

9. 9
Uncertain national mood …
What effect will the financial crisis have on
my future?
Youth in education are Youth entering the job
worried ... world are worried...
Many students unsure of the Job seekers worry about
value of taking degrees shrinking choice in jobs and
how to differentiate themselves
“I feel sad for them... the
Adults are worried Government should do more with
for Youth ... apprenticeship schemes - they
aren’t being given enough chances”
Adults, What do we think of Youth?
group
• Source: Ipsos MORI Youth in Transition 2011
© Ipsos MORI

10. 10
BUT Long term aspirations remain high
Well paid
Material assets job
But I’m still
I’m aiming for
worried... Financial security success! Wealth
Happiness!
Family
My here and My future
now
Feelings of worry about the immediate future are mixed with ambition
and hope for the longer term…
• Source: Ipsos MORI Youth in Transition 2011
© Ipsos MORI

11. 11
‘Meritocracy’ increases expectation
Surrounded by human stories of fame and good
fortune – ‘read how Branson made it to the top’,
‘Meet the band’ fansites.
This empowers young people to ‘make their goals their reality’ but
brings pressures to achieve and attain
Empowerment Pressure
• Source: Ipsos MORI Youth in Transition 2011
© Ipsos MORI

12. 12
Time use and mindset changes with age
Time to spare Time to care
16 -18s 18 - 21s 21 - 24s
School work - learning First jobs Research / planning
Peer groups University Lifestyle
What’s everyone up to? What am I up to? What are my options?
Seeking certainty Seeking instant gratification Accepting ambiguity
Discovery Decisions
Killing time
Across these age groups, social and attitudinal differences emerge
• Source: Ipsos MORI Youth in Transition 2011
© Ipsos MORI

13. 13
Who influences them?
Close face to face contact has
biggest influence Facebook pages,
Twitter
Peers
Wikipedia, Google
Mum, Dad,
Bro, Sis
Facebook Media
and ‘real life’
friends
Boyfriends, But wider circles provide powerful source
girlfriends
of inspiration
• Source: Ipsos MORI Youth in Transition 2011
13
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14. 14
The impact of
technology
© Ipsos MORI

15. 15
© Ipsos MORI

16. 16
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17. 17
The younger ones are naturally ‘tech-y’
"I'd rather give up, like, a kidney than my phone. How did you manage before? Carrier
pigeons? Letters? Going round each others' houses on BIKES?“
Philippa Grogan, 16, The Guardian, 2010
17
© Ipsos MORI

18. 18
And adept at
multitasking
18
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19. 19
But they are
easily distracted
19
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20. 20
...boredom threshold has fallen
I am the sort of person that gets bored very easily
% Strongly disagree % Tend to disagree % Tend to agree % Strongly agree
7 8 12
24 29
34
46 46 32
16 14 18
1997 1999 2001 2003
2003 2005
2005 2007 20082009
© Ipsos MORI

21. 21
What does society
think of young people?
© Ipsos MORI

22. 22
The terror of teenagers!
% happy during marriage
Study 1 Study 2 Study 3 Study 4
56
55
54
53
52
51
50
49
48
47
46
Married Child Pre-school School Teenagers, First child Empty nest Empty next
without bearing children, children, oldest 12- gone to to to death of
children oldest 5 oldest 5-12 16 last leaving retirement first
at home spouse
© Ipsos MORI

23. 23
Young people lack discipline
and are materialistic …
© Ipsos MORI

24. 24
A majority think British teenagers need more discipline
“Young people today have too much freedom and not enough discipline”
% Strongly disagree % Tend to disagree
% Tend to agree % Strongly agree
Over 80% think
young people have
too much freedom
35 40 40
43 40 44
17 14
4 9
2 1
1997 1999 2008
Base: Self-completion and online, c. 2,000 British adults 16+ each wave Source: Ipsos MORI, Real Trends 2008
© Ipsos MORI

25. 25
Materialism amongst young people is perceived to be a
problem by a significant majority
Q To what extent do you think that the following are problems in your local
area? (Materialism among young people)
A great deal To some extent Not very much Not at all Don't know
%
35 32 17 8 9
Base: All. Telephone interviews with 1,204 respondents aged 16+ in selected areas of England. Source: DCLG/ Ipsos MORI, Research for the Riots
Fieldwork dates 14 – 22 February 2012 Communities and Victims Panel, 2012
© Ipsos MORI

26. 26
A majority think there is too much pressure on young
people to own the latest products
Q To what extent do you agree or disagree that . . .? (Advertising puts
pressure on young people to own the latest products)
Strongly agree Tend to agree Neither/nor Tend to disagree Strongly disagree Don't know
%
69 16 4 5 52
Base: All. Telephone interviews with 1,204 respondents aged 16+ in selected areas of England. Source: DCLG/ Ipsos MORI, Research for the Riots
Fieldwork dates 14 – 22 February 2012 Communities and Victims Panel, 2012
© Ipsos MORI

27. 27
Young people themselves
are fairly aspirational…
© Ipsos MORI

28. 28
Most teenagers still care what others think
“If other people are offended by my behaviour that is their problem…”
Strongly agree
Strongly disagree 6%
15%
25%
Tend to agree
Tend to disagree
44%
Base: Self-completion and online, 2,019 British adults 16+ 9 May – 5 June 2008 Source: Ipsos MORI, Real Trends 2008
© Ipsos MORI

29. 29
80% of young people intend to go into higher education
– a rise since 2003
Base: c. 2,500 young people aged 11-16 each year
Source: Ipsos MORI/ Sutton Trust, Young People Omnibus 2010 (Wave 16), 2010
© Ipsos MORI

30. 30
They’re proud of where they come from
Q How proud do you feel of the area where you live, or do you not feel
proud of it at all?
Not
Not proud
stated
at all
Very
Not that proud
proud
Proud 71%
Not proud 27%
A bit
proud
Base: 2757 11-16 year olds
Source: Ipsos MORI Young People Omnibus (January – April 2012)
© Ipsos MORI

31. 31
They think they’re treated fairly
Q Do you think young people are treated fairly or unfairly….
Base: 2757 11-16 year olds
Source: Ipsos MORI Young People Omnibus (January – April 2012)
© Ipsos MORI

32. 32
Success can be theirs!
Q Which one of these sentences do you agree with the most?
Not
stated
Neither of these
It doesn’t matter how hard
you try, you’ll only be
successful in life if you’re
from the right background
It doesn’t matter what
background you’re from, anyone
can be a success in life if they try
Base: 2757 11-16 year olds hard enough
Source: Ipsos MORI Young People Omnibus (January – April 2012)
© Ipsos MORI

33. Final thoughts

34. 34
• To first connect with young people, you
need to give the ‘objects in cases’
•status or credibilityimportance to technology (but remember the attention span…)
Remember the that relates of
them. Inspire motivation
• Don’t assume they’re disengaged
and don’t care. They’re an
aspirational bunch,
and recognize
the importance of
education.
© Ipsos MORI