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THE ESSENTIAL GUIDE TO GEN Y 16-24
RESEARCH & INSIGHTS 2009 | AUSTRALIA
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ADSHEL / THE ESSENTIAL GUIdE To GEN Y 16-24
Much has been written and spoken about the
subject o the youth market. Brande d as Gen Y,
terms like ad literate and media savvy are
used to describe them, but how much do we
really understand about them?
For advertisers, attracting consumers to
their brand at an early age can l ead to a long
and prosperous relationship. This makes the
increasingly mobile and independent Gen Y 16-24
audience a vital target or marketers.
Adshels Essential Guide to Gen Y 16-24 explores
the lives, attitudes, and aspirations o the 16-24
year old youth demographic to provide advertisers
with a deeper understanding o their brand
choices and media habits.
The fndings demonstrate how Adshel can play
a key role in assisting advertisers to reach
and engage a demographic that is increasingly
challenging to target in a ragmented media
environment.
Access the full research report via the
Client Area on our website.
Whaee wa all he,wee e w he well.
GEN Y 16-24TOESSENTIAL
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THEApprOAcH
THEObjEcTIvES
Six cus grup sessins were hel in Syney
an Melburne, split by age. Respnent
recruitment criteria inclue:
Agesub-groups:
16-17 year l male an emale schl
age stuents
18-21 year l male an emale university
stuents in r starting their frst jb
22-24 year l male an emale career
cuse stuents wh are unertaking
extene stuies
Gender:Bothmaleandfemale
Location:BothSydneyandMelbourne
Hmewrk activity inclue a pht iary a
tw week winw int their lie. In aitin t
the pht iary, respnents were aske t
bring a avurite bran r visual reerence t t he
grup t illustrate the statement My avurite
bran is.
The research was cnucte by The See, an
inepenent research an strategy cmpany
with wie ranging experience in bth qualitative
research an meia.
Explre the wrl the Gen Y 16-24
emgraphic t unerstan:
Theirlives,attitudesandaspirationsand
hw these change as they mve thrugh
this emgraphic
Theinuencesonbrandpreferences,
chices an purchase ecisins
Howtheyconsumedifferentmediaandthe
rle that avertising can play
Theirperceptionsofoutofhomeandstreet
urniture an hw it is cnsume in the
braer cntext their lives
ADSHEL / THE ESSENTIAL GUIdE To GEN Y 16-24
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ADSHEL / THE ESSENTIAL GUIdE To GEN Y 16-24
A SNApSHOT OFTHE FINDINGS
04
PArt of my
DAiLy LifE
Brands that play a role in
enhancing everyday lie
scored well
I live in these shoes
02
rEcognition of tHE
brAnDS LongEvity
Reputation over time
encourages trust a sense o it
being here or the long haul
Ill stick with the same brands
in the future, but probably havedifferent styles
Each respnent was aske t bring an
example their avurite bran with
them. They were aske t explain why
they ientife with these brans, an
their answers prvie insight int hw
ierent brans can resnate with this
auience.
03
HigH quALity,
rELiAbLE ProDuctS
Quality and reliability are
undamental
I like these mixers because
the brand has a reputation
for high quality sound and
reliability
05
nEW brAnDS gEnErALLy DiScovErED
viA SEvErAL kEy SourcES
Word o mouth is key to
discovering new brands, while
advertising and the internet
also play an important role
When a friend tells you about it,
it gives that stamp of approval
01
iDEntificAtion WitH
brAnD vALuES
They eel comortable with
brands that have a clear and
acceptable brand image
I love the whole vibe,
everything that it stands
for, the energy that it
stands for
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THE ESSENTIAL
The research generates varius insights
int the wrl 16-24 year ls. The
llwing themes an their implicatins
r bran, creative an meia strategy are
imprtant r any marketer in reaching
an engaging the Gen Y 16-24 auience.
01
AcknoWLEDgE
tHEir journEy
Be part o the lie-changing
landmarks they are going
through
02
givE tHEm confiDEncE
to fit in
Help minimise the risk o
them standing out rom
the crowd
07
EncourAgE tHEm to
SPrEAD tHEir WingS
Help them fnd ways to
explore their world, both
near and ar
08
rEcogniSE tHE vALuE
of monEy to tHEm
Find ways to help them
stretch their budget urther
06
bEcomE PArt of tHEir
tHirD PLAcE
Be seen in the places
where they spend most
o their spare time
04
HELP tHEm
to DiScovEr
Help satisy their curiosity
to uncover new experiences
05
ALLoW tHEm to
ExPrESS tHEmSELvES
Give them the tools to
demonstrate their emerging
individuality
03
tAP into tHE PoWEr of
SociAL nEtWorkS
Find ways to become part
o the dialogue between
groups
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ADSHEL / THE ESSENTIAL GUIdE To GEN Y 16-24
TArGETING prINcIpLES HOW ADSHEL cAN HELp
connet with the gen y audiene:
Gen Y have an established relationship with
the outdoor medium and have been exposed
to the growth o street urniture like no other
age group.
Ashel leverages this cnnectin by prviing
a platrm t cut-thrugh an engage Gen Y as
relevance ther traitinal bracast meia
has ecrease.
tae he thd Plae:
There is hme, schl/wrk/uni an the
Thir Place where they meet riens,
scialise an spen much their time. Frm
caes an pubs t ast utlets an parks,
these places are cnnecte with a un time
with riens an psitive m states.
The Auience Slutins apprach, unique t
Ashel, uses prximity ata t target these
Thir Place envirnments an maximise
meia cntent.
ree ad e ad edl:
Reinforcing external cues for reassurance in
brand preferences and decisions, familiarity
and credibility is critical to connecting with
this audience.
Through requency and density o site locations,
Adshel builds brand recognition and establishes
credibility by validating cues rom riends and
popular culture in the out o home space.
tap ew ehl:
Grwing up with the internet, mbiles, SMS
an instant messaging t keep up t ate
means that technlgy is a natural extensin
their lives.
In aitin t acting as a key river t nline
meia channels, Ashel gives brans the
pprtunity t leverage this alignment with
technlgy an Gen Ys esire t search ut
new inrmatin by ering interactive ptins
in the ut hme envirnment.
As 16-24 year ls mve thrugh this
emgraphic, they enjy the benefts greater
mbility, wiening scial grups an mre mney.Cnventinal ieas n targeting this auience
are cntinually challenge. This stuy ientifes
ways in which avertisers can use Ashel t
maximise the increasing pprtunity t reach the
yuth auience in the ut hme envirnment.
HELp YOUrbrAND STAND UpAND bE cOUNTED
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rEAcHINGGEN Y
cAN bE EASY92% of gen y live in
Adshel areas*
Adshels Audience Solutions approach to
campaign planning uses key learnings rom
our Research and Insights Program to tap
into the attitudes and behaviours o the
Gen Y demographic.
Weve done the work, so that you can plan
an eective and targeted Youth package
with minimum uss.
ADSHEL / THE ESSENTIAL GUIdE To GEN Y 16-24
broADcASt Ieal r gaining wie cverage r pruct launches r keeping existing
pructs tp min. Bracast Packages are esigne t prvie wie
expsure with the ptin street wnership thrugh heavy weights an
multiple executins. Cverage inclues CBd, inner city an suburban sites
acrss Australia.
tArgEtED yh
Ashel takes learnings rm the Essential Guie t Gen Y 16-24 an
applies prximity analysis an emgraphic prfling t capture this
market in places where they li ve an hang ut with riens. This package
can be split t target the 14-17 an 18-24 year l sub-segments.
crEAtE The Adshel Create Portolio provides innovative advertising solutions to
target the younger demographics, delivering added impact and engagement.
rEtAiL Leverage Ashels Retail Package an get yur bran n the shpping list.
Panelsarestrategicallylocatedtoinuencereceptiveconsumersin
a spening rame min clse t pints purchase.
rEcOMMENDED ADSHEL pAcKAGES GEN Y
* Surce: Pathfner Slutins (Base n place resience, ABS 2006 Census), 16-24 year ls in
5 metr cities.
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b p hese des
wh fs gee, 6126s
co sss hae ee saed.
Syney 02 8425 7200 | Melburne 03 9865 9600 | Brisbane 07 3250 8200 | Aelaie 08 8334 6000 | Perth 08 9213 5600
MAKING OUTDOOr cOUNT
Visit ashel.cm.au
Access the ull research reprtvia ur website.