Tribes Uncovered - Understanding the student population
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Debbie Scott, Head of Insight and strategy at UCAS Media, introduces the latest segmentation work on student tribes.
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Tribes Uncovered - Understanding the student population
- 1. TRIBES UNCOVERED: Understanding the student population Debbie Scott, Head of Insight and Strategy
Editor's Notes
- Hello, my name is Debbie Scott and I head up the Insight and Strategy team in UCAS Media, we are here to support the sales teams with desk research, market scanning, maximising campaign performance as well as creating new research and commissioning research on the youth market. I am here today to introduce you to some latest segmentation work on student tribes. In previous years our MI team looked at applicants and found four main segments Open / favourable, subject passion, (dance student) investor and single-choice, the work I am going to introduce to you adds in more lifestyle elements.
- But before we look at the tribes, I just want to put this in context with the wider youth market, and in particular the two generations that make up the youth market. The Millennial born between 1980 to 1995 – 17 – 34 years old, the first wave of digital native, the so called information generation. Born in the 20th Centaury, came of age at the trun of the 21st centuary. grew up with the internet but grew up with dial up modems, Ethernet cables so waiting for downloads, paid for/ subscription content sites (remember friends reunited?) Millennials are coming through the higher education system now, they are graduating, getting careers, buying houses or moving back home to parents (this is the so called generation rent after all) , getting married and having kids. In fact because millennial are now going through major life stages they are a key target for brands. There is a huge amount of research on millennials because they are so important to marketers They can be rather unkindly referred to as generation Me and as being narcissistic. In careers, millennials expect to get ahead quickly, believing they should get promotions every two years and are happy to change employers regularly. The millennial was born in 20th Century and has grown up with the internet and social media, some of the key brands they have seen are Facebook, Tumblr and E-blogger – media that allows connection and review and most notably this is through written form. Peer to peer review
- The screenager or Gen z are those born from 1996 onwards, born in the 21st centaury and coming of age now, the second wave of digital native has never had to use a modem, see WiFi as a basic human right, they are use to 3G and 4G, they can know the answer to anything in a click of button. There have been many horror stories and publications theorising on what the next wave of digital natives might be like due to constant smart phone use, social media usage and looking at life through a glass screen however the main studies now coming through show Screenagers as more entrepnurial and more ambitious than millennials and Gen x preceding them. A highly influential piece of research advertising agency sparks and honey attested to this new optimism. They sign post to Jack Andraka who at 15 years old created a simple test for Pancreatic Cancer, or Anna Makosinska, a 16 year old who has created torch powered by touch. Gen Z are less likely to smoke or drink underage and more likely to rate themselves to be optimistic. The media they are using are snapchat, instagram, Vine, social media platforms that offer a more immediate visual way of communication. This need preference for short visual storytelling has led to Snapchat Discover - a news site that rather then aggregating lots of news attempts to showcase the news in brief with great narrative.
- The 2014 OFCOM study showed that 16 – 24 year olds are engaged in on-line activity for 14 hours a day, the market is fragmented, this is the age of multidevice usership, Gone are the days where a TV ad would reach the majority of the market. Unless you are a SuperBowel fan but even then it was a battle of adland and twitter land . Another piece of research from European Millennials by Insite Consultancy and VMN showed that young people want brands to be: More human Provide relevant rather than just selling products Celebrate positivity Share stories instead of only sending messages Communicate where and when is relevant Combine purpose with profit
- FORCE 7 research notes combination of a survey to 1,200 students and work with focus groups with three groups of 8 students
- Overall feelings from focus groups
- Overall feelings from focus groups Youtube – 10% highest brand 55 different vloggers BBC – respected brands
- The 5 main segments Workaholics – Academic, Career Drive, Extra Curricular Driven – aim to make the most of their time in education. More than other segments this groups was concerned with academic reputation The All ins – want to make the best of their time on campus, highly social, driven by life experience The Adaptors – Relaxed, Calm and Collected, these students go with the flow and don’t take life too seriously, group most likely to miss the odd lecture and need a bit more organising. The social butterflies – highly social as name suggests, highly influenced by peers, up-to-date on latest trends and fashion, love being part of campus community. Finally the alternatives, less time spent on campus, more urban/ big city culture, likely to see themselves as setting trends rather than following them. Likely to be engaged with giving opionion and reviews on social media about topics they are passionate about such as music and or gaming.
- Those were the main segments, here are the personas in more detail. The Pyjama student part of the Adaptor segment: read segments stats Digital Hipsters The Bezzie - more likely female
- Here are all the main twelve tribes
- So to recap and put this is a marketing context: Savvy consumer Gen z is coming of age now so can be included in research lots about – Sparks and Honey 56 pages Good relationship with parents