16 24 year olds online - cake
DESCRIPTION
Jim Dowling from Cake discusses the digital landscape for 16 to 24 year olds.TRANSCRIPT
Today
4 Key Areas:
1. Communication
Virtual Is Reality
Digital IS Where & How They Live Their Life
2. Lifestyle
Mix And Match Chic
The Death Of Tribes
3. Music
The Raconteurs
Story Telling, The New Social Currency Of The UK’s Music Fans
4. BeliefsWho Am I?
16-24 Year Olds Hope, Dreams & Fears
“They consume more hours of media a week than they get sleep. They’re masters at multi-tasking,
squeezing 31 hours of activity into one day. 26% of their time is spent on multiple media and as
a result, they have got very good at filtering out all the boring bits...
Nearly half of 18 to 24-year-old social networkers (45%) said that, if they had 15
minutes of spare time, they would choose to spend it on social networking sites, rather than watching TV, reading, talking on their mobile or
playing video games
The role of the internet in friendshipscontinues to be very important, with 83%
agreeing that it is important.
The MillennialsSources: MediaLife 2006, Media Week, Youth Tech Tribe Report
Social Currency
With the millennial generation seeing online as anatural part of their socialising with peers, social
currency has migrated online
Sites with interesting, ‘pass-on-able’ contentbecome key destination sites
Where They Are
Social Networking (3.2m)
Gaming (2.2m) Music (2.3m) Retail therapy (1.9m)
Source: Comscore 2007 / TGI 2007
General entertainment (3.1m)
Have grown up in a speeded up world. They want it now
Powerful group as they will spread information quickly
Adopted the web for knowledge, communication and entertainment - everything in their life
Summary - Virtual Is Reality
“Before the explosion of the internet, information about street fashion was much harder to find, and those who sought it had to rely on trend magazines, which sprang up in Japan to cater to otaku—obsessives who care about the precise type of rivet on a particular year’s Levi’s or how many eyelets are on a certain pair of Troop sneakers.”
Portfolio Magazine, October 2007
BAPE
The rise of blogs, broadband and digital camerashave exposed this cult to a global mass market
Brands such as Bathing Ape have capitalised onthis
Widens out into the mainstream
The influence of friends on purchases made is huge, with 91% saying that friends’
recommendations have influence on what they buy
22% of 16-24 year olds said that, to earn their endorsement, brands should provide them with incentives, free downloads/content or
feedback opportunities
11% said social networks have made them expect more from brands and content online
14% of respondents believed brands appear more friendly and creative on such sites
85% read comics/magazines
% of kids who read magazines
Once a week: 23%
Once every two-three weeks: 22%
Once a month: 31%
Less often: 24%
77% reading magazine less than weekly
Vs 70% visiting social networks every week
Source: TGI
If you are over-slavishly following one particular subculture that doesn’t look particularly impressive in terms of self expression which is really, really
important to young peoplePaul Hodkinson, Lecturer in Sociology and author of Youth Cultures: Scenes, Subcultures and Tribes
“I never wanted to attach an identity to myselfbecause I am into so much different stuff”
Paul, 23, The Phoenix Report
Bands like the Klaxons link elements of electronic, new wave music, disco, punk and indie and got a
generation of gig going kids into club culture
Bathe in the now culture of instant gratification thanksto information and entertainment at their finger tips
Cruise different styles, cultures and references, taking what they like and filtering out what they don’t
Everything they watch, buy or wear defines the world they live and who they are to their peers
Summary - Mix And Match Chic
Power Shift
“For years record companies have had their it all
their own way but that’s changing and we have
to change with it”Ged Doherty, Head of Sony BMG
20 billion songs were illegally downloaded in
2005 aloneIFPI, Piracy Report 2006
64% have recommended artists to others
77% have discovered music they love on SN’sEMR, 2007 Digital Music Survey
Nokia - Comes With Music
Madonna - $120m, 10 yr deal with Live Nation
Prince - Album give away with Mail
Radiohead - Pay what you want
Everyone Is An Expert
“The ownership of a huge and eclectic music collection has become ordinary. Thanks to the iPod, and digital music generally, anyone can build a glorious 10,000-song collection”www.rocknrollreport.com
Hype Machine - 700,000 unique users a month
Stereogum 400,000 unique users a monthwww.trafficestimate.com
Top 100 selling albums in 90’s = 30% of sales,
today its closer to 5%Wired, May 2006
Festival Fever
“It is total boom time for festivals. They are as
much a part of the summer now as Club 18-30”Paul Stokes, editor of NME
240 festivals in 2006 a 20% increase from ‘04Mintel, Music Concerts & Festivals 2006
Glastonbury 2000 - 100,000
Glastonbury 2008 - 180,000
European Market
- 65% rise in tickets sold to Brits at BenicassimYour Music Entertainment, 2007
Challenges:
Saliency - vs competition
Relevance - of brand at that moment
“Its like all music fashions. Look at the superclubs
that were hugely popular 10 years ago. Now
they are completely gone”Neil Greenway, founder of efestivals
Power of Experience
82% increase in number of gigs
35% increase in attendanceMintel, Music Concerts & Festivals 2006
The Twang- Sold out 2000 capacity Astoria before releasing a single- Sold out Brixton just 4 months after first album release
70% attend for the atmosphere as much as the musicMintel, Music Concerts & Festivals 2006
“We talk more about music experiences than music itself” Mark, 24
“Glastonbury festival is about more than music. There's theatre, cabaret and a huge outdoor cinema screen...” Imogen Tilden, Guardian
Power shifted from institutions to the punter
The social currency of music is shifting from the track to the
overall experience
An era of experience where people are becoming more
discerning and adventurous but less tribal
Summary - The Raconteurs
Ambitions
“I want to be really really famous, I just want to be really good at something”
“To be successful and original and have a fun life doing what I enjoy for a living”
“I want to see everything, go everywhere, travel the world, own a nice house with a big garden, get a decently paid job that I enjoy”
90% of London teenagers want a job that helps the environmentDepartment for Children, Schools and Families
Passions
“My friends, I’m nothing without them”
“I don’t really have a passion, my passion is just to enjoy life”
“I love taking photographs, I love capturing moments”
“Making music, playing music, hearing music”
“Travel, exploring new places, learning new things, good food and drink, laughing with friends, the great outdoors, driving fast, live music”
When Do You Feel Great?
“Being praised after you have done something,achieved something” “Earning money after you have done a hard job” “Being with friends and being able to doanything, just being yourself” “I like Xmas. Then everyone spends time witheach other and everyone gets presents”
Fears
“That I’m not going to be able to get a good job”
“That I’m not going to accomplish anything before I die”
“Global warming, I just feel so helpless, to be honest I just ignore it now”
“Growing old and regretting not having done all the things I wanted to do”
What Would You Change?
“Less stress. Remove all stressful things (like)school. Nice easy life, just lie down all day”
“No laws. You can do what you want” “Being able to express yourself more. Not havingto hide who you really are. Like a job interview orsomething, you have pretend to be someoneother than who you are...because people don’tlike other people they want robots”
“You have to be quite plain to get on. A lot ofpeople don’t get on with each other and it getsquite stressful. So you have to work around that”
Currency Of Cool
They care less about salaries, and more about flexible working, time to travel and a better work-life balance.The Observer
‘What people yearn for these days is no longer an old-fashioned ‘status’ job, like being a Doctor. The ‘cool job’ has become the holy grail of the modern economy’
‘It is best to think of cool as the central status hierarchy in contemporary urban society. And like traditional forms of status such as class, cool is an intrinsically positional good.’
Rebel Sell, J. Heath
Crave personal recognition and the trappings of status
and success
Anything that they do not have control over worries them
particularly failure to achieve their goals
Happiness is their holy grail and money, work, education
and experience are perceived to deliver it
Summary - Who Am I?
Adopted the web for knowledge, communication and entertainment - everything in their life
Cruise different cultures and references, takingwhat they like and filtering out what they don’t
Led to an era of experience where people are becoming more
discerning and adventurous but less tribal
Without defined groups to belong to they crave personal
recognition and the trappings of success
Anything that they do not have control over worries them particularly
failure to achieve their goals