YOUTH INSIGHT REPORT 2012/13 A look into the lives, attitudes and aspirations of young people in the UK
Youth Insight Report 2012/13
This report is Copyright of The Beans Group. You may not reproduce or redistribute the document, but you are free to reference statistics on the condition that you clearly apply the following credit next to the figures: Youth Insight Report 2012/13 - The Beans Group.
Methodology The Beans Group invited over 250,000 UK students to take part in an online survey, via emails to the studentbeans.com database. Respondents were incentivised to take part with the opportunity to win a low-value Amazon voucher. We received 1,698 responses during April and May 2012. Quotes were collected in follow-up interviews with respondents who provided contact details.
Contents
03 INTRODUCTION 04 SPENDING AND YOUNG PEOPLE 10 SOCIAL MEDIA AND DIGITAL 16 LIFESTYLE 21 MARKETING AND BRANDS
Cover image credits (clockwise from top left): Peter May www.flickr.com/petermay2009 Harley Kuyck-Cohen www.flickr.com/harleyfool Emily Eaton www.flickr.com/emilyeaton Xander Lloyd www.flickr.com/57652320@N02 Rachel Phelan www.flickr.com/rachellphelan Florence Isobel Cobb www.flickr.com/florence_cobb
2
Introduction Sorry, but young people don’t want to talk to you on Facebook. They aren’t reading your tweets and they have little recollection of your YouTube videos. You are a brand, not a friend, and the main thing they want from you is relevance, convenience and good offers. Although they are happy to be entertained by you, if you feel inspired? This is the 2012/13 Youth Insight Report summed up in a very small nutshell, but you need to read on. There are many insights here that will help you plan your next campaign. The better we understand this generation of aspirational, ambitious 1624s, the bigger impact our communications will make. Because this is a powerful audience that can catapult your brand to success if they like you. See Nando’s and Red Bull for details. Our last big insight survey, with YouGov in 2010, confirmed the spending power of the UK student market at £20 billion. It looked at young people’s response to marketing and their perception of brands. The survey told us O2 was the coolest mobile provider and Tesco Mobile was lame. We learned that a surprisingly high number of students have looked into changing their energy supplier (one third) and that funny adverts are the most effective (70 per cent said so). I’ll leave you to discover what interests you most in this report and helps with your work. The one result that stood out for me was on the subject of brand loyalty. This generation has sometimes been dismissed by old school marketers as being fickle and “too savvy”. In fact it’s not really true. Yes they are wise to clumsy, push messages and intolerant of weak communications. However they told us in this survey that they are most likely to stick with the brands they use, know and trust today. Has your brand got what they are looking for? Enjoy the report and please let me know your thoughts.
Luke Mitchell Head of Youth Strategy The Beans Group luke@thebeansgroup.com
@strategyluke
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Youth Insight Report 2012/13
SPENDING AND YOUNG PEOPLE If you really want something, for example new clothes, a new gadget or tickets for an event, which of the following applies to you? I AM LIKELY TO GET IT REGARDLESS OF MY FINANCIAL SITUATION
40+960= 4% I WILL GET IT, IF IT IS SOMETHING I REALLY WANT
470+530= 47% I WON’T GET IT - IF I CAN’T AFFORD IT, I WILL GO WITHOUT
480+520= 48% DON’T KNOW
10+990= 1% Modern mainstream youth are categorised as being aspirational, and the extent of this is evidenced here. A majority of 51 per cent admit they are compelled to buy things even if they probably shouldn’t.
“It’s very hard to be budget-minded when you are basically using borrowed money. There’s a fairly deep well that keeps getting topped up and, unless I go completely mad and buy something hugely expensive, I’m not going to go broke - so it’s easy to justify most things I want.” Caleb, 21
4
SPENDING AND YOUNG PEOPLE
How much do you spend on each of the following in an average MONTH at university? GOING OUT (nights out, clubbing, drinks etc.)
EATING OUT LESS THAN £20
440+560=
LESS THAN £20 44%
320+680= 32%
£20 - £40
£20 - £40
370+630= 37%
310+690= 31%
£40 - £60
£40 - £60
120+880=
12%
180+820= 18%
£60 - £80
£60 - £80
30+970= 3%
90+910= 9%
£80 - £100
£80 - £100
20+980=
2%
60+940= 6%
MORE THAN £100
MORE THAN £100
20+980= 2%
40+960= 4%
CLOTHES
MUSIC (downloads, streaming services)
LESS THAN £20
LESS THAN £20
440+560= 44%
930+70= 92%
£20 - £40
£20 - £40
310+690=
31%
60+940= 6%
£40 - £60
£40 - £60
150+850= 15%
10+990= 1%
£60 - £80
£60 - £80
50+950=
5%
10+990= 1%
£80 - £100
£80 - £100
20+980= 2%
0+1000= 0%
MORE THAN £100
MORE THAN £100
30+970=
3%
0+1000= 0%
Music will always play a big role in young people’s lives. At first glance the figures here for paid downloads and streaming may support music industry complaints. However 8 per cent of respondents pay at least £20 a month. Applied to the whole student market, this equates to around £3 million a month.
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Youth Insight Report 2012/13
How often do you buy something online? DAILY EVERY 2-3 DAYS WEEKLY FORTNIGHTLY MONTHLY LESS OR NEVER DON’T KNOW
10+990= 1% 40+960= 4% 140+860= 14% 240+760= 24% 430+570= 43% 130+870= 13% 10+990= 1%
Which of the following have you bought online in the last month? CLOTHES
490+510=
FOOD OR GROCERIES 49%
220+780= 22%
TICKETS e.g. cinema, concerts
DVDS
400+600= 40%
200+800= 20%
TRAVEL / HOLIDAYS
SHOES
270+730=
27%
180+820= 18%
MUSIC
PC / CONSOLE GAMES
270+730= 27%
90+910= 9%
BOOKS FOR MY COURSE
NONE OF THE ABOVE
250+750=
25%
100+900= 10%
BOOKS FOR LEISURE
220+780= 22%
What do you like MOST about buying online? CONVENIENCE BEST DEAL MORE CHOICE AVOIDS CROWDS DON’T KNOW
6
490+510= 49% 290+710= 29% 150+850= 15% 60+940= 6% 10+990= 1%
SPENDING AND YOUNG PEOPLE
Do you have any of the following concerns about buying online? SECURITY DELIVERY ISSUES GETTING THE BEST DEAL REFUNDS I DON’T HAVE ANY CONCERNS
430+570= 43% 530+460= 53% 280+720= 28% 480+520= 48% 150+850= 15%
Almost half of all young people buy something online every fortnight. Clothes are the most popular purchases - this is a generation that is happy to do their trying on at home, because the convenience of shopping online has great appeal. Students, so many of whom live in shared houses and halls, do have some concerns about safe delivery - meaning those who offer digital products are at an advantage.
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Youth Insight Report 2012/13
Which of the following is usually the biggest factor when you decide to buy something? LOWEST PRICE BEST QUALITY BEST DESIGN TRUSTED SELLER (SHOP, WEBSITE) BRAND I LIKE DON’T KNOW
440+560= 44% 180+820= 18% 100+900= 10% 170+830= 17% 70+930= 7% 40+960= 4%
How much influence do your parents have on what you buy?
46+54+z 46+54+z 4+96+z 4+96+z 46%
46%
My parents HAVE NO My parents HAVE SOME influence on what I buy influence on some things I buy
4%
My parents HAVE AN influence on many things I buy
4%
Not applicable
As highly competent bargain hunters, especially online, it’s no surprise that many young people are looking for the best price before anything else. It’s interesting to note that this generation is not embarrassed to admit their parents influence their purchasing decisions. This supports research elsewhere that young people generally have a closer relationship with their parents than previous generations experienced, seeing them as mentors rather than dictators.
“I asked my mum about insurance when I first started uni because that is something I know nothing about. My dad is actually really smart with computers so I always talk to him about the best laptops and techie stuff.” Charlie, 20
8
SPENDING AND YOUNG PEOPLE
Which of the following technology do you own and use? (Tick all those that apply) DESKTOP PC
OTHER E-READER DEVICE (E.G. KOBO)
190+801= 19%
20+980= 2%
LAPTOP
CAMERA
960+40=
96%
760+240= 76%
TABLETS (E.G. IPAD)
DIGITAL VOICE RECORDER
100+900= 10%
110+890= 11%
KINDLE
NONE OF THE ABOVE
100+900= 10%
0+1000= 0%
Over the next 12 months, what technology are you likely to buy? (Tick all those that apply) DESKTOP PC
OTHER E-READER DEVICE (E.G. KOBO)
30+970= 3%
20+980= 2%
LAPTOP
CAMERA
160+840= 16%
150+850= 15%
TABLETS (E.G. IPAD)
DIGITAL VOICE RECORDER
150+850=
15%
30+970= 3%
KINDLE
NONE OF THE ABOVE
100+900= 10%
530+470= 53%
Thinking of the laptop or desktop PC you first used at university, when did you buy it? JUST BEFORE I WENT TO UNI (WITHIN 8 WEEKS PRIOR) WITHIN A FEW WEEKS OF ARRIVING AT UNI I DIDN’T BUY A LAPTOP OR DESKTOP PC I USED THE ONE I ALREADY HAD I DIDN’T HAVE A LAPTOP OR DESKTOP PC WHEN I FIRST STARTED UNIVERSITY, BUT BOUGHT ONE MONTHS LATER
390+610= 39% 60+940= 6% 10+990= 1% 510+490= 51% 30+970= 3%
Young people are highly mobile throughout the week, so a laptop is their preference above a clunky desktop. A significant 45 per cent of students bought their laptop in the eight weeks leading up to university. This love for tech flexibility on-the-move is shown in relatively high figures for tablet and Kindle ownership. These devices are set to grow in the youth market, with 27 per cent of students expecting to buy one this year.
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Youth Insight Report 2012/13
SOCIAL MEDIA AND DIGITAL Which of the following websites do you use?
97+3 90+10 45+55 33+67 24+76 16+84 16+84 12+88 7+93 6+94 0+100 0+100 FACEBOOK
YOUTUBE
SPOTIFY
97%
90%
45%
33%
GOOGLE+
TUMBLR
STUMBLEUPON
24%
16%
16%
12%
FLICKR
QUORA
NONE OF THE ABOVE
7%
6%
0%
0%
Which of the following do you use studentbeans.com for? OFFERS AND DISCOUNTS INFORMATION ABOUT BRANDS ADVICE AND INFORMATION ENTERTAINMENT (Funny videos, articles, games etc) CHATTING WITH FRIENDS NONE OF THE ABOVE
10
960+40= 96% 230+770= 23% 370+630= 37% 470+530= 47% 0+1000= 0% 10+990= 1%
SOCIAL MEDIA AND DIGITAL
And which of the following do you use Facebook for?
130+870= 13% 60+940= 6% 90+910= 9% 530+470= 53%
OFFERS AND DISCOUNTS INFORMATION ABOUT BRANDS ADVICE AND INFORMATION ENTERTAINMENT (Funny videos, articles, games etc)
940+60= 94% 40+960= 4%
CHATTING WITH FRIENDS NONE OF THE ABOVE
As well as understanding usage of some much-discussed social media platforms, the purpose of these questions was to explore and illustrate how young people use websites with different intentions. Much has been written about social media and its potential for marketing. While some marketers may be excited about the possibilities of Facebook engagement, here we see that only 6 per cent of young users go to Facebook for information about brands. In contrast, 23 per cent go to studentbeans.com for information about brands. So young people are very clear that they mainly use Facebook for chatting with friends (94 per cent) and studentbeans.com for offers and discounts (96 per cent). In the results here we can see why brands that have given 53 per cent of young people what they want (funny videos, articles, games) have done better in social media marketing than others.
When I see a link in an article I feel it is:
HELPFUL (If I want more information about the subject, I am likely to click on the link)
610+390=
61%
HELPFUL (Although I rarely click)
300+700=
30%
UNHELPFUL (a distraction I am not interested in clicking)
20+980=
2%
NEITHER HELPFUL OR UNHELPFUL
50+950=
5%
DON’T KNOW
20+980=
2%
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Youth Insight Report 2012/13
Do you use ‘apps’? YES, ON MY MP3 PLAYER YES, ON MY COMPUTER YES, ON MY PHONE YES (on a social site like Facebook or Twitter) NO, I DON’T USE APPS DON’T KNOW
110+890= 11% 115+885= 15% 640+360= 64% 270+730= 27% 250+750= 25% 30+970= 3%
A QR code is a barcode on an advert which you can scan into your mobile phone to get additional information or to redeem an offer. Which of the following applies to you? I HAVE SEEN QR CODES BUT I AM UNLIKELY TO USE THEM
610+390= 61% I HAVE SEEN A QR CODE AND I HAVE USED ONE OR AM LIKELY TO
250+750= 25% I HAVE NEVER SEEN A QR CODE
90+910= 9% DON’T KNOW
50+950= 5% A digitally-savvy demographic, 86 per cent of young people know what a QR code is - in marked contrast to awareness among the general public if media discussion is accurate. However, enthusiastic marketers will be sobered by news that the majority of young people have no interest in using a quick response code. The apps that young people are most familiar with and use are those on their phones. And website articles that include links are perceived more positively than those that don’t.
“Those big pixelly code things you see on posters? I can’t be bothered with them! By the time you’ve photographed it and waited for the internet, you might as well of typed it into Google.” Jaycee, 19
12
SOCIAL MEDIA AND DIGITAL
Which of the following do you watch TV on whilst at university? A STANDARD TV A HIGH-END TV (LARGE SCREEN, HD ETC) MY COMPUTER
350+650= 35% 220+780= 22% 750+250= 75%
How much time do you spend watching traditional TV on average EVERY day? 0-1 HOURS 1-2 HOURS 2-3 HOURS 3-4 HOURS 4-5 HOURS MORE THAN 5 HOURS
560+440= 56% 220+780= 22% 130+870= 13% 40+960= 4% 30+970= 3% 20980 + = 2%
How much time do you spend watching online TV (e.g. BBC iPlayer) on average EVERY day? 0-1 HOURS 1-2 HOURS 2-3 HOURS 3-4 HOURS 4-5 HOURS MORE THAN 5 HOURS
450+550= 45% 330+670= 33% 140+860= 14% 50+950= 5% 20980 + = 2% 10990 + = 1%
Which of the following do you use when you watch TV/films online? BBC IPLAYER 4OD ITV PLAYER NETFLIX LOVEFILM SKY GO I DOWNLOAD ILLEGALLY NONE OF THE ABOVE
870+130= 87% 760+240= 76% 560+440= 56% 100+900= 10% 120+880= 12% 140+860= 14% 80+920= 8% 70+930= 7% 13
Youth Insight Report 2012/13
Whilst watching TV, how often do you browse online at the same time (for example, using Facebook or Twitter)? ALL THE TIME SOMETIMES NOT VERY OFTEN NOT AT ALL DON’T KNOW
280+720= 28% 500+500= 50% 160+840= 16% 60+940= 5% 10+990= 1%
Most students are watching TV on their laptops (75 per cent). Streaming platforms like BBC’s iPlayer and 4OD are hugely popular, with over 3/4s of young people surveyed using them. Media ‘stacking’, where users tweet and browse websites while watching TV, is common - only 6 per cent say they don’t do it.
“Channel 4 and e4 are the best for hashtags. I am on Twitter all the way through Hollyoaks. Some of the tweets are damn funny.” Sam, 18 How often do you check your email? A FEW TIMES A DAY ONCE A DAY A FEW TIMES A WEEK ONCE A WEEK LESS THAN ONCE A WEEK
770+230= 77% 170+830= 17% 40+960= 4% 10+990= 1% 10+990= 1%
Which of the following statements best describes your email inbox? A MIXTURE OF EVERYTHING: PERSONAL MESSAGES, EMAILS FROM BRANDS OR ORGANISATIONS (E.G. UNIVERSITY), SPAM AND NOTIFICATIONS
870+130= 87% MAINLY JUST MESSAGES FROM FRIENDS AND/OR FAMILY
10+990= 1% MAINLY MESSAGES FROM BRANDS AND ORGANISATIONS (E.G. UNIVERSITY)
110+890= 11% DON’T KNOW
10+990= 1%
14
SOCIAL MEDIA AND DIGITAL
Apart from the studentbeans.com newsletter, how many other newsletters or commercial emails do you get each week? NONE ONE - TWO THREE - FOUR FIVE - SIX SEVEN - EIGHT NINE - TEN MORE THAN TEN DON’T KNOW
60+940= 6% 190+810= 19% 270+730= 27% 150+850= 15% 70+930= 7% 40+960= 4% 180+820= 18% 40+960= 4%
Those championing the ‘death’ of email may need to put their celebrations on hold. Clearly Facebook and messaging has become the default way for friends to chat, but for everything else it seems email still works for young people. Most are checking their inboxes more than once a day.
“I look at my emails all day because I get them on my iPhone. So I definitely use email, but one thing I don’t like is the formatting sometimes looks messed up. All my friends get email on their phones so companies need to know about this.” Sunita, 22
15
Youth Insight Report 2012/13
0+621+ 22+ 21+ 31+ 0+3036+ 20+ 9+ 6+ 0+1833+ 26+ 14+ 9+ 5121+ 21+ 5+ 1+ 1+ 7816+ 3+ 1+ 0+ 0+ LIFESTYLE
How much time EACH WEEK do you estimate you spend doing the following?
SURFING THE INTERNET
21% 22% 21%
WATCH TV
31%
30%
36%
20%
5%
5H OU RS 510 HO UR 10 S -1 5H OU RS 15 -2 0H OU RS >2 0H OU RS
9%
<
<
5H OU RS 510 HO UR 10 S -1 5H OU RS 15 -2 0H OU RS >2 0H OU RS
5%
OUT WITH FRIENDS
READING PRINT e.g. Newspapers and magazines
51%
26%
21% 21%
9%
READING STUDENT NEWSPAPERS
79%
17%
1%
<
ZE RO
5H OU RS 510 HO UR 10 S -1 5H OU RS 15 -2 0H OU RS >2 0H OU RS
3%
16
5%
1%
1%
5H OU RS 510 HO UR 10 S -1 5H OU RS 15 -2 0H OU RS >2 0H OU RS
<
5H OU RS 510 HO UR 10 S -1 5H OU RS 15 -2 0H OU RS >2 0H OU RS
14%
<
18%
ZE RO
33%
Itâ&#x20AC;&#x2122;s hard to ignore the black and white truth: young people are not big readers of print. A maligned UK newspaper industry will be further troubled by results that show little interest in their
offering, with more than half not reading newspapers or magazines at all. Meanwhile time online is high among this demographic, with a third spending almost three hours or more browsing the internet every day.
LIFESTYLE
When it comes to fashion, which of the following applies to you? I WOULD CONSIDER MYSELF AHEAD OF THE TREND WITH MY OWN UNIQUE STYLE
210+790= 21% I LIKE TO WEAR WHAT’S FASHIONABLE RIGHT NOW
360+640= 36% I AM NOT INTERESTED IN FASHION
320+680= 32% DON’T KNOW
100+900= 11% When it comes to technology, which of the following would you consider yourself to be? AN EARLY ADOPTER – I OFTEN GET THINGS LIKE NEW PHONES, COMPUTERS OR GADGETS BEFORE MY FRIENDS
140+260= 14% MAINSTREAM – I BUY NEW TECHNOLOGY WHEN I NEED IT OR WHEN I SEE MY FRIENDS BENEFITING FROM IT
720+280= 72% I AM NOT INTERESTED IN TECHNOLOGY
120+880= 12% DON’T KNOW
20+980= 2% Students in particular have been labelled trendsetters and early adopters, but they don’t regard themselves as either. They reject the idea of being interested in fashion much more strongly than they do the idea of being interested in technology, with only one in ten saying they pay no attention to technology. This result that shows that tech, once associated with ‘geeks’, is now firmly mainstream.
“I love shopping for clothes, but I’m not going to say I’m on-trend or whatever. I just wear what I like and what looks good on me.” Ffion, 20
17
Youth Insight Report 2012/13
How often do you eat out? EVERY DAY A FEW TIMES A WEEK ONCE A WEEK A FEW TIMES A MONTH ONCE A MONTH LESS THAN ONCE A MONTH
DON’T KNOW
10+990= 1% 120+880= 12% 180+820= 18% 370+630= 37% 180+820= 18% 130+870= 13% 10+990= 1%
“My top three restaurants are Nando’s, Pizza Express and...Nando’s! Plus the occasional dirty curry.” Zach, 19
Rank the following factors in order of importance when deciding where to eat out. (1 being the most important and 5 being the least important.)
MOST IMPORTANT
PRICE
ATMOSPHERE
TYPE OF CUISINE
PROMOTIONS
ENTERTAINMENT
51%
10%
36%
7%
1%
36%
19%
28%
20%
2%
11% 31% 23% 29% 9% 2% 33% 10% 34% 18% LEAST IMPORTANT DON’T KNOW
1% 7% 4% 10% 66% 0%
1%
0%
1%
4%
A third of young people eat out once a week or more. For the majority it’s a case of a few times a month. For restaurants, this audience has continued potential - so long as they can meet their top criteria of needing to get good value for money.
18
LIFESTYLE
Thinking about travelling and holidays, which of these do you expect to do in the next 12 months (tick all that apply)? Short city break Beach holiday Backpacking trip (more than 2 weeks) Ski holiday Working hoilday (e.g. Summer camp USA) I will not travel abroad this year Don’t know
500+500= 50% 550+450= 55% 170+830= 17% 100+900= 10% 120+880= 12% 160+840= 16% 80+920= 8%
Will you be attending any music festivals this year? No, I won’t Yes, one Yes, two Yes, three or more Don’t know
530+470= 53% 190+820= 19% 60+940= 6% 30+970= 3% 200+800= 19%
As austerity grips families across Europe, the annual beach holiday is likely to be high on the list of budget cuts. But not for independent young people. More than half will head for the sun and sand this year, and almost the same plan to enjoy a short city break in the next 12 months. Only an eyebrow-raising 16 per cent say they won’t go abroad at all. But almost as surprising to some will be the numbers that aren’t planning to attend one of the UK’s numerous festivals this year. More than half say they are staying away from the likes of Reading, Bestival and Latitude.
19
Youth Insight Report 2012/13
What mobile phone do you currently use as your primary phone? IPHONE BLACKBERRY ANDROID E.G. HTC SENSATION, SAMSUNG GALAXY OTHER SMARTPHONE NOT A SMARTPHONE I DON’T HAVE A MOBILE PHONE
190+810= 19% 190+810= 19% 310+690= 31% 60+940= 6% 240+760= 24% 10+990= 1%
And what is your next mobile phone likely to be? IPHONE BLACKBERRY ANDROID E.G. HTC SENSATION, SAMSUNG GALAXY OTHER SMARTPHONE NOT A SMARTPHONE DON’T KNOW
340+660= 34% 70+930= 7% 290+710= 29% 50+950= 5% 60+960= 6% 190+810= 19%
When you first started university, which type of mobile contract did you have? PAY AS YOU GO TARIFF CONTRACT I DIDN’T HAVE A MOBILE
360+640= 35% 640+360= 64% 10+990= 1%
The future looks grim for BlackBerry, at least with its youth customers. A fifth of all surveyed are currently using a RIM device, but only 7% expect to be when they next change phones. The iPhone is most desirable, with over a third expecting it to be their next handset. Android devices are not far behind on 29%, though if young people follow through with these choices Google will see a significant loss of market dominance for its operating system.
20
MARKETING AND BRANDS
MARKETING AND BRANDS Do you agree or disagree with the following statements? As a student I expect a discount STRONGLY AGREE AGREE NEITHER AGREE NOR DISAGREE DISAGREE STRONGLY DISAGREE
350+650= 35% 490+510= 49% 130+870= 13% 30+970= 3% 0+1000= 0%
Brands that offer discounts appear cheap STRONGLY AGREE AGREE NEITHER AGREE NOR DISAGREE DISAGREE STRONGLY DISAGREE DON’T KNOW
90+910= 9% 310+690= 31% 180+820= 18% 260+740= 26% 160+840= 15% 10+990= 1%
If a brand offers a student discount, my view of them improves STRONGLY AGREE AGREE NEITHER AGREE NOR DISAGREE DISAGREE STRONGLY DISAGREE
410+590= 41% 480+520= 48% 90+910= 9% 20+980= 2% 0+1000= 0%
These figures should send a clear message to marketers who worry about discounting and their brand. Students see discounts differently, and a reduction makes little difference to how they view a brand’s quality. Student-savvy brands like Apple, TopShop and Pizza Express understand that it’s not a question of what students might think if you offer a discount, but what they’ll think if you don’t. Students expect discounts.
21
Youth Insight Report 2012/13
64+27+9
“I think almost everywhere I shop I get a student discount, even the little places.” Zoe, 21
Thinking of the products you are likely to buy and places you will eat at over the next few years, which of these statements apply? :
I KNOW AND TRUST THE PRODUCTS I USE NOW AND I AM LIKELY TO KEEP USING MOST OF THEM 65% :
I AM LIKELY TO CHANGE MOST OF THE PRODUCT CHOICES I MAKE 27% :
DON’T KNOW 8%
Are you more or less likely to buy a product if you have seen it advertised online? MORE LIKELY LESS LIKELY NO DIFFERENCE DON’T KNOW
330+670= 33% 20+980= 2% 600+400= 60% 60+940= 5%
After enjoying a free sample of a product, which of the following applies to you? I am more likely to buy that product in future I am less likely to buy that product It doesn’t make a difference Don’t know
630+370= 63% 20+980= 2% 310+690= 31% 50+950= 4%
The popular notion that young people are not brand loyal is blown away by this survey. Some might expect respondents to be more nonchalant and regard themselves as smart consumers, but the majority say they stick with what they know and like. Around two-thirds also say that a good experience with a product they sample is likely to lead to their custom.
“I like Dell laptops because they are reliable and you get a really good spec for your money.” Jonathan, 24
22
MARKETING AND BRANDS
Are you more or less likely to visit a restaurant, shop or bar if you have a discount voucher?
920+80= 92% 10+990= 1% 60+940= 6% 10+990= 1%
MORE LIKELY LESS LIKELY NO DIFFERENCE DON’T KNOW
When looking online for a discount voucher, which of the following would you go to FIRST? GOOGLE STUDENTBEANS.COM VOUCHERCLOUD GROUPON MONEY SAVING EXPERT QUIDCO DON’T KNOW
370+630= 37% 390+610= 39% 50+950= 5% 70+930= 7% 60+940= 6% 10+990= 1% 50+950= 5%
When thinking about restaurant vouchers, which of the following statements applies to you?
65+35z 12+88z 67%
12%
VOUCHERS ENCOURAGE ME TO EAT OUT MORE OFTEN THAN I WOULD DO USUALLY
VOUCHERS ENCOURAGE ME TO SPEND MORE WHEN I EAT OUT THAN I WOULD USUALLY
65+35z 7+93z 65%
7%
VOUCHERS ENCOURAGE ME TO TRY A RESTAURANT THAT I HAVEN’T BEEN TO BEFORE
I DON’T USE VOUCHERS AT RESTAURANTS
23
Youth Insight Report 2012/13
Will you buy an NUS Extra card again when it expires?
31+3+66z 70+18+12z
Do you have an NUS Extra card?
:
YES 31% :
NO 67% :
NOT SURE 2%
:
YES 70% :
NO 11% :
NOT SURE 19%
Are you asked to show your NUS Extra card when you want a student discount? [All respondents who have an NUS Extra] ALWAYS SOMETIMES RARELY NEVER
390+610= 39% 470+530= 47% 110+890= 11% 30+970= 3%
Banks and technology firms are currently looking at new ways their customers can pay for goods online and offline or for ID. Which of the following applies to you when it comes to mobile phones? I WOULD LIKE TO BE ABLE TO USE MY MOBILE PHONE TO BUY THINGS IN SHOPS
300+700= 30% I WOULD NOT LIKE TO BE ABLE TO USE MY MOBILE PHONE TO BUY THINGS IN SHOPS
570+430= 57% DONâ&#x20AC;&#x2122;T KNOW
130+870= 13%
24
MARKETING AND BRANDS
And what about Facebook?
And what about iris recognition?
I WOULD LIKE TO BE ABLE TO USE MY FACEBOOK ACCOUNT TO BUY THINGS ONLINE
I WOULD LIKE TO USE MY EYE (IRIS RECOGNITION) TO PROVE MY IDENTITY
40+960= 4%
460+540= 46%
I WOULD NOT LIKE TO BE ABLE TO USE MY FACEBOOK ACCOUNT TO BUY THINGS ONLINE
I WOULD NOT LIKE TO USE MY EYE (IRIS RECOGNITION) TO PROVE MY IDENTITY
910+90= 91%
390+610= 39%
DON’T KNOW
DON’T KNOW
50+950=
5%
150+850= 15%
Like most people, the young show initial hesitancy about new ways of doing things and are especially cautious around money and identity. But the low level of trust around Facebook is especially notable, considering this audience is among its core users. The results show that new mobile payment solutions like Barclaycard’s PayTag will need to work hard to win over sceptics.
“Sorry, but I would not trust Facebook to have my cash. All the dodgy links and skanky apps you see on there, plus the fact I would get fraped the first time I put my phone down. No thanks.” Yanik, 19 When communicating to young people, what do companies do wrong? THEIR MESSAGE IS NOT RELEVANT TO ME THEY ARE PATRONISING THEY SEND CONFUSING MESSAGES NOT ENOUGH OFFERS TRY TO ACT COOL / YOUNG
440+560= 44% 290+710= 29% 210+790= 21% 460+540= 46% 410+590= 41%
Do you follow any brands on sites like Facebook, Twitter or YouTube YES, LOTS A FEW THAT I REALLY LIKE NONE
110+890= 11% 560+440= 56% 330+670= 33%
25
Youth Insight Report 2012/13
Have you ever used social media to communicate with brands? For example to give feedback or ask a question? YES, I HAVE NO, I HAVE NOT DON’T KNOW
290+710= 29% 630+370= 63% 80+920= 8%
What do you like most about using social media to talk to brands? I LIKE THE INTERACTION
150+850= 15% I LIKE THE TRANSPARENCY - OTHER PEOPLE CAN READ MY EXPERIENCES
140+860= 14% I LIKE THE CONVENIENCE - I CAN GET ISSUES RESOLVED QUICKLY AND EASILY
290+710= 29% I DON’T WANT TO TALK TO BRANDS
390+610= 39% DON’T KNOW
210+790= 21% And what don’t you like about brands and social media? WHEN THEY IGNORE MY COMMENT OR DON’T INTERACT WITH OTHERS
280+720= 28% WHEN THEY ANSWER, BUT IN AN UNSATISFACTORY WAY
240+760= 24% WHEN THEY TRY TO GET MY ATTENTION DIRECTLY (E.G. MESSAGE ME)
220+780= 22% WHEN THEY ARE ONLY TALKING ABOUT THEIR PRODUCTS
190+810= 19% DON’T KNOW
380+620= 38%
26
MARKETING AND BRANDS
Some websites and apps let you use them by connecting with Facebook to share your details. How do you feel about this? I AM ALWAYS HAPPY TO DO THIS I AM HAPPY TO DO THIS WHEN I TRUST THE WEBSITE OR APP I DO THIS, BUT AM NEVER HAPPY ABOUT IT I DON’T DO THIS DON’T KNOW
30+970= 3% 250+750= 25% 300+700= 30% 380+620= 38% 40+960= 4%
Some of the figures here will give ammunition to those who are bearish on the potential of social media marketing. At the very least the response shows apathy about the presence of brands in this space. Well over a third of young people cannot give any reason that brands might annoy them, yet even more say “I don’t want to talk to brands”. A third don’t follow any brands at all on Facebook, Twitter or YouTube and the same number have never engaged with a brand using social media.
“I did start following our local shopping centre on Twitter for some reason, but all the tweets were basically the same and in the end I just thought there’s no point, they were boring.” Jemina, 20 When you hear that a company has ethical issues, for example it uses sweatshops or harms the environment, how do you feel? VERY CONCERNED I would not buy their products
150+850= 15%
CONCERNED I might not buy their products
530+470= 53%
CONCERNED But I would still buy their products
240+760= 24%
UNCONCERNED
50+950= 5% 30+970= 3%
DON’T KNOW
The old stereotype of students as political activists, battling against global injustice and always ready for a sit-in or protest, can be safely left in storage. Most young people – 68 per cent – say that the ethical record of a company is going to have no effect on their purchasing decisions.
“I think there is a ban on KitKats at my uni, but I don’t know why. I buy them in the newsagent any way.” Hughie, 21 27
The Beans Group is the business behind the UKâ&#x20AC;&#x2122;s most popular website for 16-24s: studentbeans.com. It also owns graduate money-saving site More Beans. The Beans Group publish youth marketing insights every day at thebeansgroup. com and send monthly best practice guides to our audience of over 5,000 UK marketing professionals. We are proud to be a part of Youth Marketing Strategy, the annual industry summit for top youth brands and agencies.
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