Where young people meet summary
- 1. Where Young People Meet 2009
- 2. 15-24s spend lesstime with traditional media… - Over ½ are light TV viewers - ¼ don’t listen to commercial radio - ¾ don’t read a national newspaper - Spend nearly 7 hours OOH every day Source: TGI 2012 – Formats Seen / Used in the Last Week
- 3. The High Streetis the perfect environment to reach this youth audience “Come here a lot through the week and weekend” “Meet here at least 3-4 times a week” “It’s the central point – its sociable” “Everyone knows where it is – a good place to hang out” * Source :JCDecaux ‘Where Young People Meet’ Research
- 4. Non intrusive advertising– in their own territory, in their own time, in the right mindset “I’ll see it & not take notice, then see it again & think I really want to see that. It drills into my subconscious, then I’ll go home & Google it” “When its everywhere you can’t help but talk about it” * Source :JCDecaux ‘Where Young People Meet’ Research
- 5. Influencing conversation Adulthood exceeding box office predictions x4 * Source :JCDecaux ‘Where Young People Meet’ Research
- 6. Potential to influencethousands through word of mouth - 15-24s three times as likely to be ‘brand champions’ ONLINE SHARE POST FACE TO FACE INFLUENCE UPLOAD REVIEW INVITE * Source : TGI 2012 Word of Mouth categories mobile phone
- 7. Influencing Spend +31% more likely to buy on impulse “Zinger bucket from KFC because you look at it and think I want it… I’m hungry now” “Out of Home media is best for selling intangibles to Gen Y, as it’s where they make all of their decisions” Jason Dorsey (Author/Youth commentator) * Source :JCDecaux ‘Where Young People Meet’ Research
- 8. Want to findout more? Contact the JCDecaux research team to find out more about reaching the youth market