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Pakistani Youth Sentiment Survey: Time For Change
December 5, 2012
1
2
Topic Pages
Approach and Methodology 3
Key Findings and Implications for Advertisers 5
Anxiety Amongst Youth 8
Pessimism Prevails: The Economic and Political View 16
Youth as Agents of Change 21
Attitudes and Beliefs 25
Youth and “Me time” 31
Appendix (Who are Popular Personalities?) 46
Contents
APPROACH AND METHODOLOGY
3
4
JWT Pakistan conducted a comprehensive research on Pakistani Youth this year to: o create a snapshot of today’s young adults that illustrates the diversity of education, profession,
language, ethnicity, education, marital status, cultural and social backgrounds, as well as key influencers;
o examine what issues are impacting the outlook of Pakistani youth, and how those issues are shaping the sentiment of the next generation;
o analyze how these issues affect the way they consume literature, entertainment and advertisements;
o understand what kind of media they are spending the most time with, what kind of ads they recall, and what sources of information they deem to most credible and trustworthy.
JWT Pakistan worked with research company “Winning Solutions” to conduct a series of face-to-face interviews of 1,749 young adults, aged 15-29, across the full range of socio-economic classes (A-E). The door-to-door survey was conducted between June 7 to June 18, 2012, across 8 key cities of Pakistan , including Karachi, Hyderabad, Lahore, Islamabad, Multan, Faisalabad, Quetta and Peshawar.
Approach and Methodology
KEY FINDINGS AND IMPLICATIONS FOR ADVERTISERS
5
Time For Change: Key Findings
Pakistan is going through a challenging period: poverty, unemployment and inflation are high, the GDP growth rate is low, and terrorism continues to wrack the country. All this makes the Pakistani youth anxious and nervous. Our survey shows that 9 out of 10 young adults in Pakistan feel anxious about events in their lives and the world around them; their key concerns span a range of issue from oil and food prices to unemployment to terrorism. The majority feel the recession has impacted them directly – and believe things are going to get worse over the next six months.
Over 80% of Pakistani youth believe that the current political system is not working, and believe revolutionary changes are required to change the status quo. But they don’t want violence. Instead, young adults want to change things via peaceful means, like elections. This desire for “change” is further supported by the popularity of opposition politicians like Imran Khan and Nawaz Sharif. Just over 73% of survey respondents over the age of 18 intend to vote in upcoming elections in 2013. Except for Karachi, Hyderabad (Sindh cities) and Faisalabad; Imran Khan’s PTI is the most popular political party. Although voting age is 18+, young adults aged 15-29 make more than 45% of the country’s adult population (age 15+) and are an important forward indicator of popular sentiment.
T
6
Today’s youth are starting to feel a greater sense of connection to their religion and disillusionment with their own country: the majority of respondents feel their religious identity is more important than their national identity – and the majority would also rather live abroad than in Pakistan. This reflects their desire to pursue a better life in a country that offers more stability and opportunity. To escape from everyday anxieties, youth spend their “me time” watching TV, listening to music and spending time with family and friends. They broadly prefer entertainment, and advertisements, that leverage humor or star power to offer an escape from the daily stress of life in Pakistan.
Implications For Advertisers
• Brands should advocate change to better connect with the youth of Pakistan. Social and political change are issues that are close to their hearts of young Pakistanis. Brands can tap into that deep-seated desire for change and connect with young people with messaging that resonates with the broad theme of change and revolution. Communications that give a call to action, or serve as a rallying cry, will appeal to hearts and minds of Pakistani youth. However, this desire for drastic change should not be equated with violence which youth and Pakistan are sometimes mistakenly associated with. Rather, the majority of youth in Pakistan are peace loving citizens who would prefer a social or political revolution via ballot or religious reforms. We do believe that brands are apolitical and should remain that way. However, brands could leverage the revolution theme by championing social and environment related issues, and positioning themselves as agents of change. They need to make this part of their brand DNA, however, and not just talk about it. Pakistani youth will be disillusioned quickly by brands that appear to be all talk, no action.
• Commercials that are humorous or use popular celebrities (or both) resonate best. Pakistani youth like watching TV or listening to radio to escape the grim realities that surround them. The entertainment factor needs to be high.
• Below-the-line activities and event ideas should be sensitive to the fact that youth like to spend their free time with family. The youth of Pakistan are upholders of family values. They either live with their families or have families of their own: 1/3rd of respondents, and almost ½ of female respondents, in this age group are married. On-the-ground events and activation campaigns should be family-friendly.
7
ANXIETY AMONGST PAKISTANI YOUTH
8
Times are tough Pakistan
From poverty to unemployment
From inflation to recession
From riots to terrorism
9
10
Clips on Pakistan from online newspapers
11
9 OUT OF 10 PAKISTANI YOUTH WE SURVEYED SAY THEY FEEL VERY NERVOUS/ ANXIOUS OR ATLEAST SOMEWHAT NERVOUS/ ANXIOUS
0
20
40
60
80
100
Veryanxious/nervous
Somewhatanxious/nervous
Not veryanxious/nervous
Notanxious/nervous
at all
49% 42%
7% 0%
91%
Q. Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are?
Overall Anxiety Levels Are High
On a Macro Level, PAKISTANI YOUTH ARE MOST ANXIOUS ABOUT:
CURRENT COST OF LIVING
CURRENT POLITICAL LEADERSHIP
THREAT OF TERRORISM
• Women, Home makers & SEC E are
significantly more anxious about the above.
12
Q. Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you are currently.
Anxiety Index: % who are nervous or anxious/% who are not
0
200
400
600
800
1000
1200
Current state ofeconomy
Family's job security
Current militaryhostility
Current cost of living
Cost of personalhealthcare
Potential militaryhositilities
Rate of crime
Threat of terrorisim
Current politicalleadership
Anxiety Index
13
On a Micro Level, PAKISTANI YOUTH ARE MOST ANXIOUS ABOUT:
INCREASED UNEMPLOYMENT RATES
FOOD PRICES
OIL/ GAS PRICES
Q: Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are about each of the following?
Anxiety Index: % who are nervous or anxious/% who are not
0
200
400
600
800
1000
1200
1400War in Afghanistan
Housing/propertymarket
Oil/gasoline prices
Food prices
Increased employmentrate
Stock market
Government budgetdeficit
State of our educationinstitution
Protection/safety of ourfood resources/supply
Quality of Chineseproducts imported in…
Natural disasters
Impact of globalwarming
Global viral/ pandemicdiseases
State of our nationalinfrastructure
Anxiety index
14
Anxiety and Gender
ALTHOUGH MEN ARE MORE ANXIOUS IN THE OVERALL PICTURE, WOMEN ARE SIGNIFICANTLY MORE ANXIOUS ABOUT THE MICRO LEVEL ISSUES
Q: Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are about each of the following?
Anxiety Index: % who are nervous or anxious/% who are not
0
500
1000
1500
2000War in Afghanistan
Housing/propertymarket
Oil/gasoline prices
Food prices
Increasedunemployment…
Stock market
Governmentbudget deficit
State of oureducation…
Protection/safetyof our food…
Quality of Chineseproducts…
Natural disasters
Impact of globalwarming
Global viral/pandemic diseases
State of ournational…
Anxiety Index
Male
Female
More youth (93%) who are married are anxious than unmarried (90%)
37% of youth as per this study married 48% females married 26% males married
72% between the ages of 26-29 married
15
This reflects the stress that young people face as they start their own families.
16
PESSIMISM PREVAILS: THE ECONOMIC AND POLITICAL VIEW
Youth of the country… Feel the current political system is not working
properly
Are pessimistic about the future
Have no idea when the economy will improve
Teenagers most dissatisfied with the current political system
0102030405060708090
100
Total 15-18 yrs 19-22 yrs 23-25 yrs 26-29 yrs
No 87 92 88 82 85
Yes 13 8 12 18 15
%
Do you believe that current political system is working correctly in Pakistan?
17
BELIEVE THAT THE CURRENT POLITICAL SYSTEM IS NOT WORKING PROPERLY 87%
BELIEVE THAT TRANSPARENCY IS THE
SOLUTION
18
25%
23% BELIEVE ‘NEW POLITICAL
LEADERSHIP’ IS THE ANSWER
WHILE
Q: If not, then what do you think is the solution for current political situation?
Total %
0
5
10
15
20
25
30
Transparentsystem
New politicalleadership
Militaryintervention
Accountability Accessibilityof common
man topoliticians
More powerto the
judiciary
Revamp ofelectoralsystem
IMPROVE
-50
-45
-44
-44
-42
-42
-36
-35
-34
-32
-25
-25
-25
-24
-23
-23
-23
-21
-21
Bank failures
Potential military hostilities around theworldGlobal viral/pandemic diseases
State of our national infrastructure
Housing/property market
Military hostilities around the world
Security of the food supply resources
Stock market
Cost of personal health care in ourcountryCurrent political leadership in thecountryState of the economy
You/your family members's job security
Threat of terrorism
Crime rate in our country/community
Youth are Pessimistic
Especially about issues related to:
• Economics
• Terrorism
19
Q: Over the next 6 months, do you expect that each of the following will…?
WORSEN
% who expect it will get better minus % who expect it will get worse in the next six months
GET WORSE GET BETTER
Expectation of Improvement
20
Q:When, if ever, do you think the economy will start to get better?
Total %
2 2
9
15
4
39
29
0
5
10
15
20
25
30
35
40
45
Has alreadystarted to get
better
start to getbetter this Fall
(2012)
start to getbetter nextyear (2013)
start to getbetter in 2013
or later
Neverconsideredcountry inrecession
No idea Will neverimprove
…And have a dim view of the future
The majority either have no idea if or when the economy will improve or think it will never improve,
21
AGENTS OF CHANGE
Pakistani Youth are crying out for ‘revolutionary change’ – but via peaceful
means.
0
20
40
60
Totally agree somewhat agree somewhatdisagree
totally disagree
To change status quo in the country revolutionary changes are required
0
20
40
60
80
Election Armedrebellion
Civildisobedience
Religiousreforms
How to change status quo in the country?
22
23
Q: Will you vote in the upcoming elections?
73% of the eligible voters (age 18+) amongst the youth intend to vote
Expected Voter Turnout
0
10
20
30
40
50
60
70
80
Yes No
Intend to vote
24
Q: Who would you vote for in upcoming elections?
PTI, with majority youth
supporting them in 5 out of 8
cities, has emerged as a real threat to
traditional parties
Popular Parties
Cities
Karachi Lahore Pindi/
Islamabd Quetta Multan Peshawr Hyderbd Faisalbd Political Parties
Sample 261 224 108 60 87 79 79 110
PML-N 6 29 34 5 36 0 0 58
PML-Q 0 8 0 0 7 0 1 0
ANP 3 1 0 5 1 6 8 0
PPP 9 5 3 22 2 11 5 6
MQM 35 5 1 3 0 0 48 0
APML/ Musharf 2 0 0 0 0 3 0 0
Jamat Islami 3 1 3 12 1 8 30 3
PTI 30 49 51 45 53 72 1 25
BNP 1 0 0 8 0 0 1 0
Others 0 0 0 0 0 0 1 0
Don’t know 10 0 8 0 0 0 4 7
25
ATTITUDES AND BELIEFS
Pakistani Youth are religious with liberal disposition to social issues
26
ATTITUDES AND BELIEFS
Pakistani youth are striving to balance religion and culture with a desire to progress and keep pace with the rest of the world. Youngsters show a liberal attitude towards a range of issues, from men & women working and studying together, to choosing their own spouses. Young adults believe that happiness not possible without money; yet the majority of young people believe Western influences are damaging the local culture. Young adults feel their sense of religious identity is stronger than the prior generation, although they are less likely to adhere to religious practices. They also feel they are more outspoken and are more likely to voice their opinions on issues that matter to them, compared to their parent’s generation. Religious identity is indeed much more important for the youth than national identity. This, combined with a pessimistic view of the outlook for the local economy, translates into a widespread desire to leave Pakistan.
27
FRIENDS & FAMILY
75% EXPECT THEIR FRIENDS TO BE
RELIGIOUS, ALTHOUGH ALMOST HALF ARE FINE IF THEIR FRIENDS DON’T ADHERE TO ALL TRADITIONS.
Q. One’s attitude towards friends and family in general
Attitudes & Beliefs
Total % scores
73% THINK YOUNG ADULTS
SHOULD BE ALLOWED TO CHOOSE THEIR OWN SPOUSE.
50
75
36
52
73
0
10
20
30
40
50
60
70
80
am fine withfriends notadhering toall traditions
expect myfriends to be
religious
parents needto be morerestrictive
withdaughters
would go forsomething Ibelieve in
strongly, evenfamily
disagrees to it
one should beallowed to
choosehis/herpartner
Attitude towards friends and family
28
FEELING ABOUT THEMSELVES & OTHERS
Traditional in clothing
Materialistic in terms of money
Q: Here are a list of statements which people have said as to how they feel about themselves and others in general. Please tell how much do you feel each statement best describes you
67
39
47
68
50
69
55
0
10
20
30
40
50
60
70
80
Liberal in terms of women and men working/studying
together
Attitudes & Beliefs
29
Generation Gap
Q: Do you think today’s youth does (insert subject here) more ore less than the previous generation?
Today’s youth believe that they associate more with their religious identity, and are more outspoken on issues they strongly believe in, compared to the previous generation
Total % scores
53 58
69
0
10
20
30
40
50
60
70
80
.. Associates more withreligious identity than earlier
ones
..does not adhere toreligious practices
.. Voices opinions that theystrongly believe in
Today's generation…
Attitudes & Beliefs
30
62% FEEL THAT THEIR RELIGIOUS
IDENTITY IS MORE IMPORTANT THAT THEIR NATIONAL ONE.
Q.: Different people may have different opinions about their personal choices. We have few phrases that people have said about this. As I read out each of these statements, I want you to tell me how much do you agree or disagree to that
LACK OF NATIONAL IDENTITY ALONG WITH ANXIOUS TIMES MAKES EVERY OTHER YOUTH DESIRE TO LEAVE THE COUNTRY
IDENTITY – RELIGIOUS OR NATIONAL Top 2 Boxes - Agree Total
36
54
0
10
20
30
40
50
60
My national identity is moreimportant than my religious
identity
Would rather live abroad thanin my own country
Religion and patriotism
Attitudes & Beliefs
31
YOUTH AND ‘ME TIME’
What are the sources of entertainment for youth in these anxious times?
Me Time
32
Average “ME TIME” is 2.3 hour daily
Q:How much time daily do you get as “me time”?
General View
14
33 30
18
5
0
5
10
15
20
25
30
35
Less than 1hour
1-2 hours 2-3 hours 3-4 hours 4-5 hours
Me Time
Youth and Leisure activities
33
• Watching TV • Spending time with family and friends
• Listening to music
Q: How do you generally enjoy your “me time”?
64
42 41 38 35
0
10
20
30
40
50
60
70Watching TV
listening to music
spending time with family
spending time withfriends
sleeping more
Copyright Winning Solutions 2012 34
75% of young Pakistanis Do not
use Internet.
Internet usage lowest amongst 26-29 years.
Q: Have you used internet in the last 1month?
Internet Usage
Used Internet in Last 1 Month
Yes
No
0
10
20
30
40
Used Internet in Last 1 Month
15-18 years
19-22 years
23- 25 years
26-29 years
Dramas Are The Biggest Draw
0
5
10
15
20
25
30
35
Drama News Movies Sports Music
Most watched TV Programs
35
Youth particularly favour dramas that help them escape from reality
The genre of most popular drama series at the time of this survey is humor
Cities in Punjab preferred romance and thrill
Male and lower SEC liked suspense and thriller
36
Q: Have you seen any drama or movie in last 24 hours on TV? Which one?
Bulbulay:
Pakistani comedy drama serial
Channel: ARY Digital
3% of Pakistanis claimed to
have watched this in the last 24 hours.
Highest % for any drama/movie in
Pakistan
37
38
What does this mean for Brands?
TV still rules in Pakistan, and so does star power
Youth like ads that provide some escape – but also want core product information
39
ALTHOUGH VIEWED AS AN IMPORTANT SOURCE OF INFORMATION, INTERNET IS USED BY ONLY 25% OF THE YOUTH WHERE AS 64% VIEW T.V. IN THEIR ‘ME TIME’
TV Commercials remain the core communication channel
Pakistan Youth Like Ads That Let Them Escape
When we asked respondents to name which ad they remembered the most, U-fone and Pepsi ads came out on top.
The U-fone ads were written and performed by a popular comedy group from Pakistan. It also starred former cricket star Wasim Akram. The Pepsi ad was also humorous and had two very popular cricketers (Shahid Afridi and Misbah ul Haq)
40
Humor and celebrities drive popularity of ads
0
2
4
6
8
10
12
Favorite ads
Ufone
Pepsi
Jazz
Dew
Lux
Tarang
41
42
Q:Why is this your favorite ad?
Famous and Beautiful
19
10 9
6 5 5
4
0
2
4
6
8
10
12
14
16
18
20
Reasons for being favorite ad A copy will resonate with youth if product benefits are communicated via
celebrities, beautiful faces or/and humor
What kind of TV advertisements are liked?
A brand story augmented via humor and celebrities
43
Summary: Take Aways for Brands in Pakistan Recipe for a successful communication is a product story and consumer insight* that breaks through the clutter via humor and a powerful celebrity. Young consumers want real information on the product’s functions and benefits, as much as they want to be entertained and ‘take a break’ from day to day realities of life in Pakistan.
Brands could also gain traction by leveraging the evergreen youth theme of revolution and change, which is particularly pertinent in Pakistan right now. Brands need to make sure, however, they don’t go too far: Pakistani youth want to bring about change through peaceful means, and have deep respect for the institutions of family and religion. Marketing communications that promote social or environmental change, or tap in other ways into the basic desire of young people to better their lives and the world around them, will strike a fundamental chord.
44
* This is our conclusion after reviewing popular ads in this study and the open ended statements that respondents gave in this study
46
Appendix
Popular musicians Key Youth Influencers: Popular local & international personalities
Youth and Leisure activities
47
Music provides the second most popular leisure activity
Q:How do you generally enjoy your “me time”?
64
42 41 38 35
0
20
40
60
80Watching TV
listening to music
spending time withfamily
spending time withfriends
Youth and Leisure activities
48
Music is more popular among younger age groups
Q: How do you generally enjoy your “me time”?
49 46 38 35
0
20
40
60
15-18 yrs
19-22 yrs
23-25 yrs
26-29 yrs
% o
f th
ose
wh
o li
sten
to
mu
sic
in t
hei
r m
e ti
me
56% of the youth claimed to have listened to music in the last 7 days
49
50
Favorite singers
• Q: Who is your favorite singer?
Pakistani pop singer and film actor
18%* said that he is their favorite singer
Starred in movie “bol” in 2011
Popular songs amongst youth are: Ore Piya
Hona tha piyar
Sample size: 1749
*open ended questions
Atif Aslam
51
Singer primarily of Qawwali
15%* said that he is their favorite singer
Nephew of Ustadh Nusrat Fateh Ali Khan
Popular song amongst youth is:
Teri meri prem kahani
Sample size: 1749
*open ended questions
Rahat Fateh Ali Khan
52
Singer and movie actor
7%* said that he is their favorite singer
Acted in many Bollywood movies
Popular song amongst youth is:
Channo ki aankh main aik nasha hai
Sample size: 1749
*open ended questions
Ali Zafar
53
Singer and politician
6%* said that he is their favorite singer
Teacher of geography at Aitcheson college, Lahore
Popular songs are: Billo day ghar
Sample size: 1749
*open ended questions
Abrarul Haq
54
World renowned Pakistani musician
6%* said that he is their favorite singer
Died in 1997 at the age of 48
Popular songs amongst youth are:
Yeh jo halka halka suroor hai
Sample size: 1749
*open ended questions
Late Nusrat Fateh Ali
55
Music is a very popular source of entertainment. Specially
amongst the youngest (15-19 year old). Famous singers are either
pop singers (Atif Aslam, Ali Zafar and Abrarul Haq) or Qawwali (Sufi
South Asian music). Famous singers like Rahet Fateh Ali and his late uncle
Nusrat Fateh Ali are primary singers of Qawwali.
56
POPULAR PERSONALITIES
57
Key Influencers in the Youth Market
78% youth are most influenced by local personalities, whereas 12% list international celebrities as key influencers
58
Famous local personalities are
Sample size: 1368
59
60
Q.55 - Who are your most favorite local personalities?
Favorite Pakistani Personalities
32% of the youngsters
chose Imran Khan as
their favorite local
personality.
The most popular Pakistani personalities are either opposition leaders freedom fighters or cricketers
32
15
11 11 10 9 8 7 7 6
0
5
10
15
20
25
30
35
Favorite Pakistani Personalities
Famous International personalities are
Sample size: 217
61
62
Q:Are you reading or have you read a book in last 30 days?
Top 10 International Personalities
The clear winner is Indian actor Shahrukh Khan, with
26% of the vote.
Sample size: 217
0
2
4
6
8
10
12
14
16
18
20
Favorite International Personalities
The only personality in Top 10 who does not belong to Bollywood is US President Barack Obama
WHO ARE POPULAR PERSONALITIES?
63
Famous local personalities are
Sample size: 1368
64
Cricket Star Turned Anti-Status Quo Politician
32%* listed him as favorite most personality
Captained the team that won 1992 Cricket world
cup
Claims that his party (PTI) will sweep the elections in
2013
Sample size: 1368
*32% of those who claimed that local personalities are more influential
Imran Khan Niazi
65
Founding Father of Pakistan
Died in 1948
Lawyer by profession 15%* listed him as favorite most personality
Sample size: 1368
*15% of those who claimed that local personalities are more influential
Muhammad Ali Jinnah
66
Chief Ideologue for Pakistan
“Poet of the East” for his Pan Islamic and Sufi poetry
11 %* listed him as the most favorite personality
Died in 1938
Sample size: 1368
*11% of those who claimed that local personalities are more influential
Muhammad Iqbal
67
2 Times Ex-PM
Still considered the most powerful opposition
leader
11 %* listed him as the most favorite personality
Leader of Pakistan Muslim League
Sample size: 1368
*11% of those who claimed that local personalities are more influential
Muhammad Nawaz Sharif
68
Cricket Celebrity
Known for his aggressive batting and attitude
10 %* listed him as the most favorite personality
Most popular non political personality of Pakistan
Sample size: 1368
*10% of those who claimed that local personalities are more influential
Shahid Khan Afridi
69
Thus, from within Pakistan popular personalities are either
1. Opposition leaders
2. Freedom fighters
3. Cricketers
Imran Khan qualifies as an opposition leader and a Cricketer
70
For commercials, cricketers seem to be the best celebrity.
Amongst popular ads,
• Ufone has Wasim Akram
• Pepsi uses Shahid Afridi
71
Famous International personalities are
Sample size: 217
72
Indian Bollywood Celebrity
King of Bollywood 19 %* listed him as the most favorite personality
Sample size: 217 *19% of those who claimed that International personalities are more influential
Shahrukh Khan
73
Indian Bollywood Celebrity
13 % listed him as the most favorite personality
Sample size: 217
*13% of those who claimed that International personalities are more influential
Salman Khan
74
Indian Bollywood Celebrity
Former Miss World 8 %* listed her as the most favorite personality
Goodwill ambassador for UNAIDS
Sample size: 217 *8% of those who claimed that International personalities are more influential
Aishwarya Rai
75
Indian Bollywood Celebrity
7 %* listed her as the most favorite personality
Sample size: 217 *7% of those who claimed that International personalities are more
influential
Katrina Kaif
76