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Young Canadians Now a very brief overview

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Title: Young Canadians Now a very brief overview


1
Young Canadians Now a very brief overview
  • Presented by
  • Mike Farrell
  • January, 2004

2
about youthography
  • Founded in 2001, Youthography is Canadas leading
    youth marketing consultancy
  • Youth market research, strategy and marketing
  • Plenty of research (quant and qual)
  • We put youth at the epicenter
  • A lot of marketing
  • money where mouth is factor

3
some of our clients
4
contents
  • demographics
  • psychographics and values
  • youth trends right now
  • media
  • The key influencer

5
demographics
6
the 4 x 5 factor
  • The 10-29 population divides into four equal
    five-year cohorts
  • This is the one thing you need to know…

7
demographics
  • Statistics Canada, 2003

8
demographics
  • 80 of them come from families with only 1-2
    children at home
  • 60 of women work out of home
  • 67 of unmarried 20-24-year-olds live at home
  • Fairly stable regionally
  • Slightly lower rate of kids per home in major
    urban centres particularly Toronto
  • Slightly higher rate of women working out of home
    in urban centres

9
demographics
  • 88 high school completion rate
  • 1 in every 2 young people (20-24) attending
    post-secondary school
  • More students working part-time and taking longer
    to graduate than previous generation
  • longer time to graduate has risen quite
    dramatically in past 10 years

10
impact
  • These demographic factors drive more youth trends
    than anything else…
  • More reliance on self
  • Friends are becoming family
  • Enigmatic mix of more responsibility (taking care
    of home life etc.) and less responsibility
    (staying at home longer, less financial
    responsibility)
  • Freedom has led to more emphasis on personal
    discovery
  • …keep this in mind as we move forward

11
psychographics and values
12
psychographics
  • There is a prolonged pre-adult life stage
  • This is the one thing you need to know…

13
psychographics
  • Many youth values actually have their roots in
    demographics…
  • Fewer siblings at home reliance on friends
  • Single parent households greater self-reliance
  • Six-pocket syndrome more as-needed cash
  • Immigration colour blindness and diversity

14
psychographics
  • Partially getting into adulthood earlier, but
    fully getting into adulthood later than ever…
  • Average age of 1st menstruation 12 (health
    canada) DOWN SINCE LAST GENERATION
  • Average age of 1st cigarette 13 (health
    canada) STAYED THE SAME SINCE LAST GENERATION
  • Average age of 1st intercourse 16 (gt) (health
    canada) DOWN SINCE LAST GENERATION
  • Average age at graduation 26 (mean 23)
    (statscan) UP SINCE LAST GENERATION
  • Average age of 1st marriage 29 (statscan) UP
    SINCE LAST GENERATION
  • Average age of 1st childbirth 29 (statscan) UP
    SINCE LAST GENERATION

15
psychographics
  • Think about this how old is someone who is
    on-line all the time, likes movies, has a cell
    phone and texts with it, is in school but working
    part-time, sort of knows what they want to do
    with their life, is unmarried, childless, drinks
    beer, has sex, lives at home, and smokes a bit of
    dope on some weekends?
  • Are they 15, or 25?

16
impact
  • Some responsibilities earlier, but full
    responsibilities later
  • They have more money to spend on food, fashion
    and fun than any other generation before
  • Save to Spend mentality
  • Some saving, but short-term (so far)
  • Urge to save increases as they become older teens
  • Full adult purchases come later than ever

17
life stage borrowing
13 years
29 years
18
youth profile
  • Psychographic trending with youth in Canada
    continues to show a group that puts high priority
    on
  • Responsibility (to self and society)
  • Balance
  • Individuality
  • Pragmatism

19
youth profile
Simply rate each of the following concepts, ideas
or values in terms of their importance to YOUR
LIFE
20
youth profile
Simply rate each of the following concepts, ideas
or values in terms of their importance to YOUR
LIFE
21
How would you describe yourself as a consumer?
Let us know how much you agree or disagree with
each of the following statements.
youth profile
22
youth profile - overview
  • Always reassuring to see all this trending
  • Considered by many to be a hope generation
  • They want to change things
  • Focus on individual expression and creativity
  • Diversity of opinion and experience essential to
    this culture
  • Adbusters movement
  • A sense of being accountable
  • The important why this brand? pragmatism

23
youth profile - overview
  • Intensely aware of the world but not overwhelmed
    by it
  • The late 90s focus on everything fast,
    everything new is becoming progressively
    balanced by a meaningful sense of responsibility
    and pragmatism

24
what they value
  • Communication
  • Relationships
  • Information
  • Diversity
  • Empowerment
  • And what sews it all together…Technology

25
youth trends right now
26
this is a high churn group
  • Theyre moving! The only constant is change…
  • Rather than looking at fads, we try to look at
    trends
  • The best way to connect isnt to segment them
    into tribes…
  • they borrow SO much from each other and are
    increasingly less defined by one peer group or
    culture
  • Understand their values and trends on a macro
    level first…

27
youth trends right now
  • Rehumanization
  • The Big Trend
  • Transition
  • Seen obviously in the two most important youth
    industries technology and entertainment but
    also in terms of key values

28
rehumanization
  • What is it?
  • A raw and visceral approach to life and culture
  • What does it look like?
  • Traditional touchstones being revitalized
  • more flesh to metal
  • Personal connection being added to regular
    rituals
  • Where does it come from?
  • Backlash against over-reliance on technology
  • Sept 11, war, economic transition
  • Time to get back in touch with ourselves and our
    culture

29
rehumanization
  • Examples
  • Throwback fashions (from the 80s and even the
    50s)
  • Rock and fcking roll
  • Serif fonts, ink and more traditional media
  • Retro team jerseys and pond hockey
  • Filmed comics, massively popular old genres
  • Natural food, comfort food, old-school drinks
  • Knitting
  • What is it not?
  • A rejection of technology or modernity

30
rehumanization themes
  • Customization
  • Look for a human sort of customization even
    personalization
  • Viscerality
  • Look for things that hit us in our gut instead of
    in our head
  • Turn away from large corporate entities
  • Look for preferences pointing to smaller, more
    independent-feeling companies

31
transition
  • What is it?
  • A sense we are between developments or in the
    midst of developing
  • Seen in entertainment and technology arenas, but
    also strongly in values matrix
  • What does it look like?
  • Experimentation a desire to wait for the right
    thing
  • Where does it come from?
  • A complete paradigm shift in the way culture and
    information is consumed (and a sense that it is
    still shifting)
  • Formats and functionalities that havent been
    settled upon something new everyday
  • Changing culture to suit their worldview

32
transition
33
media
34
media in transition
  • There has never been such a huge shift in media
    habits as over the past decade
  • This is the one thing you need to know…

35
media in transition
  • Media exposure in an average day for youth

movie theatres
bathroom stalls
internet
mall
bus stop
school
magazines
public transit
radio
newspaper
billboards
TV
wild postings
videogames
36
media in transition
  • Internet progression and adoption was incredibly
    fast compared to that of television
  • 1994 Introduction of the Internet
  • 1995 Internet starts becoming a necessary tool
    of business
  • 1998 All high schools, colleges and universities
    use the Internet as part of curriculum
  • 2001 Reaches mass consumption 9/10 of young
    people have regular Internet access
  • 2003 54 of households have at least one member
    regularly using the Internet at home

37
time spent
  • How many hours per week would you say you
    typically spend

38
impact
  • On-line communication is necessary…
  • The Internet is still growing with this target,
    both in access (high-speed is growing and more
    people have access in multiple places making it
    more convenient)
  • Connects with this market because it is always
    available and always meets their schedule
  • You never have to explain anythingyou can just
    show it to someone
  • Versatilecan be a discussion board, skimming
    content on a major web portal or creating your
    own blogone medium, multiple uses

39
impact
  • Traditional mass media is not dead…
  • However, youth are gaining access to TV via
    computers and are watching movies outside the
    theatre in the comfort of home
  • Messages need a multiple streams TV ranks second
    (word of mouth, 1) as the source most likely to
    bring a young person to action through
    advertising
  • TV advertising is essential for credibility and
    status, other mediums are essential for
    specifying target and turning messages into action

40
impact
  • Its all about the one-two punch…
  • ONE
  • Mass media plays and presence
  • Television predominantly
  • Careful with radio…do it right
  • Big magazines
  • TWO
  • Backed up by alternative media
  • Below the line marketing
  • Driving to the Internet
  • Wild postings, urban weeklies etc.

41
the key influencer
42
the key influencer
  • Being pop culturally aware is what it is all
    about for this group
  • They need constantly updated information about it
  • They create and define macro trends early on
  • Set the trends and then move on when theyve gone
    mainstream
  • Extremely involved in all manner of entertainment
    and pop culture
  • In short this group is perhaps the most
    culturally knowledgeable element in our society
    and they know it

43
the key influencer
  • Why are they important?
  • They can kick-start new brands
  • They can energize established brands
  • An exceedingly important focus for promotions and
    below the line marketing that speak to street
    level and not top down big brands
  • Acceptance here can, and often does, transmit
    new, cool, street, individual, smart to
    mainstream culture

44
the key influencer
  • Every urban centre has a number of areas where
    key influencers congregate
  • Independent music stores
  • Independent video stores
  • Vintage and indie fashion boutiques
  • Smaller pubs, clubs and cafes
  • Some live music venues
  • This is where you want to play…
  • The hotelling effect absolutely applies
  • Smaller towns have a lot of this culture in one
    locale (i.e. the combo of café, indie live and
    recorded music and import mag store)

45
the key influencer
  • Toronto
  • Kensington, Queen St. West West, Little Italy,
    Chinatown, The Annex
  • Montreal
  • The Plateau, St. Denis, Mont Royal
  • Vancouver
  • Gastown, Commercial Drive, Kitsilano

46
Trend Progression
47
Trend Progression
trend progression
key influencers (approx 2)
near influencers (approx 8)
trend progression
trend progression
first adopters (approx 15)
mainstream (approx 75)
48
the key influencer
  • Direct circle of influence stands at around 25
    of young Canadian market but evolving impact of
    important, cultural changing trends is much
    greater….
  • Key way to engage the key influencer (and their
    direct circle of influence) is by word of mouth
  • Product seeding
  • Enabling events /scenes where they are
  • Getting them to directly get involved creatively
    with your brand (art for communications, involved
    in promotions etc.)
  • Exclusive events
  • Different, boundary-pushing communications in
    their media (niche magazines, special ads for
    their venues or locales only, niche websites)
    also help cement buzz

49
Thanks!
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