Firstname Surname Sulake Corporation Oy

1
Mistä on Habbot tehty?

• ITK Seminaari Nuoret ja Media Paneeli
  20.4.2007
• Satu Heliö, User Market Insight, Sulake
  Corporation

2
Sulake Corporation

• Interactive online entertainment online
  communities, and casual multiplayer games
• Founded 2000, HQ in Finland
• Core Product Habbo Hotel
• Businessmodel end user revenues and advertising
• 300 employees, 19 countries

3
Habbo Concept

• Habbo is a new type of youth brand, based on one
  of the worlds fastest growing online communities
  for teenagers
• Users create their personalised characters
• User can browse the community site, visit
  different public rooms or go to other Habbos
  guest rooms
• The key to Habbo is social interactivity
  Meeting other Habbos and having fun together!
• Growth by word-of-mouth
• Over 7 million unique users monthly
• Over 60 million characters created globally

4
Habbo User Profile
Background
Whats Hot
Habbo Usage
Whats Not
Sources Sulake Statistics 2007, 15/30 Research
2006
5
Media Usage Globally
Most Popular Net Services
Media Importance by Age
Internet Television Magazines Radio
Newspapers
Percent of respondents who say the medium is
important for them
-10 11-14 15-18 19-22 23-
Age (years)
Source Global Habbo Youth Survey, 15/30 Research
2006
6
Habbo Users...
... prefer to buy brands we are familiar with
... think having warm social relationships is
most important in life
... want to have fun in life and experience as
much as possible
... have about 30 per month in their own use )
... think the Internet is the most important
medium
... have a socially responsible world view
... think negatively about drugs and smoking
... are satisfied with their lives
Source Global Habbo Youth Survey, 15/30 Research
2006 ) Median value
7
Research in Web 2.0 Environment

• In Habbo, one of the worlds fastest growing
  online communities for teenagers, you can feel
  and touch trends, hear teens opinions and get
  immediate reactions
• Users extremely eager to participate in research
  projects, and respond with strong sense of duty
• Quick way to get to teens opinions in over 20
  countries
• Core teens 13-17 year old, also tweens 10-12 yr
• Enables data collection with versatile research
  methods
• Note legislation in different countries

8
About the Segmentation Research

• The Global Habbo Youth Segmentation survey was
  conducted in May 2006 in 22 Habbo Communities
• The users were invited through Habbo to an
  external survey form
• 42 400 Habbo users participated in the survey
  globally
• NOTE Each community has an equal weight in the
  analysis
• The Research was conducted by 15/30 Research, a
  Finnish market research company that focuses on
  the youth segment

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Objectives

• Main purpose to increase understanding of the
  Teenagers behind the Habbo avatars

• Research Questions
• What do Habbo Users have in common globally?
• What kind of different groups exist among Habbo
  users globally?
• What kind of differencies can be found between
  the users of different Habbo Communities?

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Survey Themes

• Who are they?
• Demographics
• Values, attitudes, personality
• What is their life like?
• Interests, hobbies
• Lifestyles
• Media usage
• Consumption behavior
• What do they do in Habbo?
• Habbo usage, favorite activities etc

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Most Respondents 13-16 year old
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Global Teen Characteristics

• No 1 Value having warm social relationships,
  both with friends and parents
• Most rather conservative in their values
• Fame, wealth and influence important to about
  half
• Generally very positive self-image
• A socially responsible world-view
• Most claim to be tolerant, but many have negative
  attitudes towards minorities
• Top 3 interests globally similar music, movies
  and computers

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Media Usage Globally
Media Importance by Age
Internet Television Magazines Radio
Newspapers
Percent of respondents who say the medium is
important for them
-10 11-14 15-18 19-22 23-
Age (years)
14
Net Usage
15
Money Usage

• Median respondents have 30 /month for their
  personal use
• Average amount is 110 /month

16
Consumption Behavior

• Even though many say they are experimenting
  consumers, most prefer to buy brands they know
• 40 say they are environmentally conscious
  consumers
• Top Teen Brand listings available from all
  countries

Amounts of users owning certain products
17
Global Habbo Youth Segmentation
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How does User Segmentation work?

• Cluster-factor analysis provides an accurate and
  reliable method for identifying groups with
  similar characteristics
• The variables examined were personality, values,
  attitudes, subculture membership, areas of
  interest and consumption behaviour no
  pre-assumptions were made
• The segments were formed so that the variation
  inside each segment is as small as possible, and
  the variation between different segments is as
  large as possible
• Using these statistical methods several clusters
  were found
• After iteration and testing, a five segment model
  proved to be the most accurate

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Global Habbo User Segments
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Achievers

• 56 Boys
• Highest ratio among 13-16 yr old users
• VALUES Material welfare and successPERSONALITY
  Self confident, ambitious, self centredATTITUDE
  Intolerant towards minorities, e.g. foreigners
  homosexuals. Negative towards environmental
  issuesINTERESTS Sports (competitiveness),
  computers, fashion, partyingCONSUMING TRENDS
  Follow mainstream trends, buy also luxurious
  brands

21
Traditionals

• 49 Girls
• Largest ratio in under 12 yr olds
• VALUES Personal safety, ordinary life, risk
  aversionPERSONALITY Responsible, helpful,
  modestATTITUDES Conservative, but positive
  towards environmental protectionINTERESTS
  Nature, pets, sports (health)CONSUMING TRENDS
  Cautious, high savings rate

22
Creatives

• 59 Girls
• Largest in 11-16 yr olds
• VALUES Creative self-fulfilment,
  artisticPERSONALITY Open-minded, curious,
  active, socialATTITUDES Tolerant, strong social
  conscienceINTERESTS Wide range of cultural
  intellectual interest, e.g. design and
  booksCONSUMING TRENDS Experimenting, ethical,
  creating upcoming trends

23
Rebels

• 52 Boys
• Similar ratio in all age groups
• VALUES Fun and enjoyment, fast-paced
  lifestylePERSONALITY Carefree, disobedient,
  open-minded, risk-takingATTITUDES Quite
  positive towards non-severe illegal practices,
  like computer piracy and mild drugsINTERESTS
  Extreme sports, gambling betting, street
  culture, e.g. graffitiCONSUMING TRENDS
  Experimenting, low savings rate

24
Loners

• 46 Boys
• Size of segment grows with age
• VALUES Security, unsocial IRLPERSONALITY
  Passive, generally unsatisfied, insecure,
  shyATTITUDES Quite positive towards
  homosexuality, but not foreigners. Somewhat
  supportive to computer piracy and
  similarINTERESTS Focused areas of interest,
  like computers, comics, role-playing, gaming,
  scienceCONSUMING TRENDS Selective consumers,
  not interested in trends nor environment

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Global Segment Sizes
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Segment Sizes in Different Countries
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Habbos in Finland
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Finnish Teens in Habbo

• Sample size 2480
• Median age 13 years
• Girls 61 Boys 39
• 69 live in cities

29
Finland Top Teen Brands

• NOTE The most preferred teen brands were asked
  with open questions no pre defined options given

30
Finland Top Teen Media
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Finnish Users Differencies compared to other
countries

• Personality
• Finns are among the least ambitious users
• Especially uninterested in obtaining influence in
  life
• Values attitudes
• Very traditional attitudes, security-seeking
• E.g. very positively disposed towards marriage
• The most patriotic users (61 vs 26 other
  countries)
• Less interested in having friends from foreign
  countries
• More positive towards environmental protection
  and helping poorer countries

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Finnish Users Differencies II

• Interests
• Especially interested in comic books and most
  interested in reading books in general
• Most interested in sports, exercising, health and
  well-being
• More interest to nature and outdoor activities
  (e.g. highest interest towards fishing and
  hunting (41)

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Finnish Users Differencies III

• Media and Consuming trends
• 20 for personal use/month
• Most likely to prefer domestic products from all
  countries
• Magazines are less important to Finns than other
  countries

34
Kiitos, Thank You!
Satu Heliö, User Researcher, User and Market
Insight Tel. [phone] Email
satu.helio_at_sulake.com