The document summarizes the results of a survey of 18,367 Australian Habbo users ages 13-18 on their attitudes towards advertising and media. Some key findings include: 60% of respondents want to see advertising from brands they find relevant; 61% feel advertising is successful at getting them to buy products; and 46% prefer advertising that makes them laugh. The document concludes with 5 lessons for marketing to Gen Z, emphasizing relevance, not boring them, and thinking of advertising as entertainment.

1. Next Gen Insights Gen Z, Advertising & Media 5 Lessons in Youth Marketing

2. Methodology METHODOLOGY The Survey: Habbo Australia Users Respondents: Equal Gender, Balanced Geo Split, P13-18 Robust: 18,367 Questionnaires Fresh: April 2009

3. OUR HABBO RESPONDENTS

4. OUR REAL HABBO RESPONDENTS

5. Welcome to: Generation

6. Gen Z, Brands and Advertising…

8. If you are relevant… 60% of your audience want to see your advertising Source: Habbo Australia Next Gen Survey April 2009

9. Do you think advertising is successful at getting you to buy the product? Source: Habbo Australia Next Gen Survey April 2009

10. 61% said yes…. Source: Habbo Australia Next Gen Survey April 2009

11. Do brands interfere with your online experience? 42% said that it makes it more entertaining Source: Habbo Australia Next Gen Survey April 2009

12. What kind of advertising do you prefer? Source: Habbo Australia Next Gen Survey April 2009

14. I want to consume your advertising Lesson 1 Don’t be scared

15. I understand that you are trying to sell me something Lesson 2 I’m no fool

16. Help me build my lifestyle Lesson 3 Be Relevant

17. I prefer ads which make me laugh Lesson 4 Don’t Bore Me

18. Think ENTERTAINMENT Lesson 5 Don’t think advertising

19. email: paul.macgregor@mcn.com.au google: Gen Z Habbo For more information: