The youth segment
Who are we talking about? Tourism Australia defines the youth segment as males and females, aged between 18 and 30 years. This group are commonly referred to as Generation Y with alternative labels such as ‘Millennials’ and the ‘Dot.Com generation’.
What do we know about them? Culture
Travel Behaviour
The youth segment have information at their finger tips, are innovators of new products and trends and accepting of change. They care about the earth, are socially aware, and are environmental champions. This segment is image conscious and places importance on keeping physically fit. They are experiential, enjoy the Arts and events from music concerts to adrenalin activities. The youth segment places significant importance on their community and friends. Interestingly the term ‘friends’ to this segment encapsulates a wide audience. The advent of the internet means that youths are able to communicate with a number of people at one time therefore friends could even include people they haven’t actually met physically before.
Travel opportunities for the youth segment are many as the world becomes more accessible with flight operators providing increased routes and the cost of travel becoming more affordable. The youth segment is encouraged to travel by friends, family and the institutions or associations they belong to. The majority of trips taken by young people are motivated by goals such as a desire to explore, experience, work or study abroad. This segment wants to help people and make a contribution to the places they visit. They enjoy exploring other cultures and interacting with local people.1
Youth Experience Seekers find Nature and Coastal experiences more appealing than Food and Wine, Journeys and the Outback experiences.
1. CCS Brand Study 2008, Index to U.S. Population.
Youth Experience Seekers seek to develop confidence and life skills through travel and the sense of achievement this derives. It is a journey of personal growth.
What messages resonate with the youth segment?
ADVENTURE - Australia is an adventure holiday destination IMMERSION - Holidays in Australia are about participating in life, not observing it TRANSFORMATION - A holiday to Australia would give me a fresh perspective WELCOMING - Australia is a welcoming destination NATURE - Australia offers involving experiences in the natural environment
How should we communicate with the youth segment? The youth market is extremely media-savvy; they are cynical and untrusting of advertising and marketing promises. They desire instant interaction and gratification and they have a short attention span. There is a need to “belong” and have “control,” they want to feel empowered, confident and independent.
Digital media Digital channels need to be core to any communications strategy as the internet is emerging as the centre of the young adult’s world.
Mobile Technology
Australia is a huge adventure playground where a multitude of experiences are within easy reach.
In Australia you will take part in adventures you could never have imagined and will leave feeling uplifted and full of life.
Mobile phones are an absolute necessity for the youth segment and mobile marketing will become more effective in reaching this segment as technology becomes more advanced and campaigns and messaging more engaging.
Worldwide web
The people are friendly and the climate is fantastic all year round so there’s nothing stopping you from creating your trip of a lifetime. Whether you want to party in our vibrant cities, camp under the stars in the outback, trek through a rainforest, learn about the world’s oldest culture or dive into our pristine waters, there will be an experience to suit you.
You will meet like minded travellers as you move around the country so there is always someone to have a drink with and share the stories you collect on your travels.
The internet is widely used by the youth market, to obtain and share information and for entertainment. While online, youths tend to focus on communication and entertainment. The number one activity is ‘interactively communicating with people’, with 56% claiming to do this. Other activities included listening to music, downloading and online games.
Viral Marketing Being the first to send an innovative and new viral media execution to peers can provide kudos, and accordingly makes the campaign likely to be passed on many times and be successful. A successful viral marketing campaign includes a persuasive message that engages potential viral marketers through creativity, interactivity, fun and intrigue.
Social media
Mass media
Social media provides an authentic environment for young travellers to share their own stories, thereby acting as natural advocates for Australia and creating buzz about the destination.
Attention levels paid towards the internet far exceed all other media, however it’s important to note that TV isn’t dead for this audience. It is undergoing long term change, towards open content models and highly involved consumers. The ‘lean forward’ consumers – those who chase open access content and who feel as if it’s there to be in control – are in the main younger adults. They self-navigate, toggle, search and self‑author content. In some way, they can no longer be considered an ‘audience’. They are, simultaneously, readers, editors and marketers.
Word of mouth Peer to peer recommendations are important to the youth segment, the need to belong and be part of a community may dictate their purchasing decisions. They are highly influenced by their own peers.
Experiential marketing Youth want to actually ‘experience’ the brand/product/service rather than be told the features and benefits. They want to touch, feel, play and communicate with others about the product/service before considering making a purchase. Sponsorship and/or advertising at events or areas visited by youths for example music festivals/concerts, chat rooms or social networking sites promotes advocacy by association.
Percentage global 18-24 year olds regularly watching TV through each platform TV set Computer online High-def/ plasma Pre-recorded On-demand On mobile 0
20
40
60
80
Source: Carat research report: Holistic Target Profiles of First Time Experience Seekers and the two sub-segments: Youth & Luxury Prepared 23/4/09
The change in attitude towards TV viewing is best been evidenced by the growth and scale of online video consumption. Core content viewed on TV tends to be U.S and home grown series, news, films, entertainment programs and live sport. Streaming or downloading TV content has grown beyond being just user generated content to also include must see series (especially US produced), streamed news, sport, films, YouTube clips, program repeats and program highlights (catch-up TV). The availability of (Foxtel IQ and Tivo) also enables youths to watch what they want, when they want. What this means is that TV consumption isn’t decreasing; it’s just changing platform and the distinction between PC and TV is becoming more blurred for young people.
For further information please contact www.tourism.australia.com
TACM4941
To reach this audience, social media must include the following four elements; social interactivity, immediacy, Gen Y literacy, and individualism. Social networking sites such as Facebook, Youtube, Twitter and MySpace are an effective way to reach this segment. Blogging is another popular communication vehicle. Some successful social networking sites within the travel/ tourism space include Couchsurfing.com, Virtualtourist.com, Tripadvisor.com and blog sites include Globenotes.com, Travelblog.org and RealTravel.com. These sites allow users to provide their feedback therefore interacting with the site and its users.