sjs track february 2012 draft

© Colmar Brunton 2012 1

SJS TrackFebruary 2012

© Colmar Brunton 2012 2© Colmar Brunton 2012 2

Who?

When? Fieldwork conducted between 8th – 22nd February, 2012.

How? Computer Assisted Personal Interview using online SJS panel

What? 15 minute online interview using agreed questionnaire

n= 520 respondents from the Say What panel

Our Methodology…


Background & Objectives

SJS intends to be the leader in understanding Tertiary Youths’ needs/preferences in relation to employment and careers.

Amongst other things, SJS would therefore like to know:

• What are the attitudes of today’s youth towards products

And additionally:

• Find out how the youth of today view the services available to them

• Obtain a feel for the attitude held towards the future by today’s youth


Most students are living in a shared flat, with parents or with a partner in a flatting situation

41%

36%

7%

5%

5%

3%

3%

Base: February 2012. Total Sample (n=520)

What is your current living situation?Q= significantly higher/lower than previous wave

• The proportion of first years living with parents is significantly higher than those in other year. However, the proportion living in a shared flat is significantly lower.

Of those who have changed their living situation:• Most are now living in a shared flat• The proportion of those living with parents is

significantly lower than total• The proportion of those living in a

hostel/student digs is significantly higher than total

• Those who buy their favourite brands more often than not are less likely to be living in a shared flat

− Flatters are more likely to have yellow stickers, discounts and budget items as their primary influencers as they cannot afford to always be buying their favourite brands

• Of those living in a hostel/student digs, the proportion of those more concerned with enjoying the moment and don’t consider price too much is significantly higher

Living in a shared flat

Living with parents

Living with partner flatting situation

Living with partner

Living in a hostel/student digs

Living alone

Other

http://storm/Experience/Graphics/People/groups/02A13C57.jpg


Most have not changed their living situation, but most of those who have are living with parents, in a shared flat or in a hostel/student digs

Base: February 2012. Respondent whose living situation had changed (n=197)

Has your living situation changed in the last three months? Q

62% 38%YesNo

48%

27%

14%

4%

3%

3%

2%

Previous Living Situation

Living with parents

Living in a shared flat

Living in a hostel/student digs

Living with partner flatting situation

Living alone

Other

Living with partner

Q What was your previous living situation?

Base: February 2012 – Total sample (n=520)

http://storm/Experience/Graphics/People/groups/02A152R8.jpg


5.1

5

4.1

4.1

3.8

3.6

3.6

3.4

3.2

2.8

2.1

10%

15%

25%

23%

33%

37%

35%

42%

41%

50%

69%

40%

35%

46%

46%

36%

39%

44%

38%

47%

27%

25%

49%

49%

28%

28%

28%

24%

20%

19%

12%

12%

3%

1%

1%

1%

3%

3%

1%

1%

11%

3%

(1-2) Not stressed (3-5) Mild concern (6-7) Big stress Not Applicable

The biggest stress factors appear to be getting through the semester with good enough grades, getting a job at the end of all this study and what to do next. Students are significantly more stressed about getting through the semester with good grades and whether they are doing the right subjects than they were in November 2011, but significantly less stressed about the next assignment deadline and what friends think of them.

Q For each of the following activities & moments, let us know how stressed you feel when thinking about them

Base: February 2012. Total sample (n=520)

Mean

= significantly higher/lower than previous wave

*Caveat: Wording changed from “what people think of me” in previous wave

Those living alone are significantly more stressed about this. Males are less stressed about this.

• First years and those living in a hostel are less stressed about this, while those in their final year of study are more stressed. Also, those who have specified they would like an employment service provider to provide help with interview skills/CV writing are more stressed about this.

• Those living alone are more concerned with this, while those who had no plan but have recently come up with one are less stressed

• Those living alone are significantly more stressed about this

• Second years are more stressed about this than any other year level

• Those who chose to finish study/found a job/chose not to do post grad are less stressed about this

• Those living alone or in a shared flat are more concerned with this than total, while those living with parents are significantly less concerned than total

Getting through the semester with good enough grades

Getting a job at the end of all this study

What to do next?

The next assignment deadline

Getting a job to get by right now

Disappointing my parents

Am I doing the right subject

Feeling lonely / isolated

* What friends think of me

How to pay my share of the rent this week

Next decent meal


19%

15%

11%

8%

8%

8%

7%

6%

5%

5%

37%

1%

Biggest fears when leaving study seem to be around finding employment (particularly employment which is enjoyable, in their chosen field and well paying), closely followed by paying off student loans

Q Tell us your biggest fear when you leave study?


Getting the grades/good enough grades/certified/grades for Post Graduate study

Money/being able to pay my bills/support myself/family

I have wasted my degree/doesn't qualify for anything/not getting a job from it

The transition from student to work/the change in life

That I won't get where I want to in my future/degree won't take my career where I want

Being able to get a job in the location I want

I will find myself in a low paying/menial job

How fast/quick can I find a job

Lack of work experience/practical skills

Finding employment in New Zealand

Work that is permanent/long term/stable

My degree will be redundant/not relevant

I am a disappointment to my family

I have wasted my time and money

Coping with a fill time job - stress/hours

Being able to have a work life balance/still being able do the things I want to do

Other Fears

Being unemployed/not getting a job/long term unemployment

Finding employment in my chosen field

Being in a job I dislike/discovering I do not want to work in the field/industry I studied for

Finding a good/well paying job

Paying/being able to pay my student loan - debt

Finding a job I enjoy/an interested in/am passionate about

Deciding what to do next/with the rest of my life

Finding a job (non specific)

Acquiring a decent/good/right job

Failing in my job/not being able to do what is needed of me

Other

Don’t know

=Significantly higher than previous wave=Significantly lower than previous wave


One third of students plan to go straight into career mode, while one fifth have no plan and are nervous about it. The proportion of those who plan to take some time out and stay in NZ is significantly lower than it was in the last wave

Q When you finish study do you have a plan on what the next 12 months will be like?


Yes – I have a plan, it’s straight into career mode

No plan – Pretty nervous about it actually

Yes – Gently getting into career mode

No plan and I’m cool with it

Yes – Overseas for me to take some time out

Yes – Overseas for me to start career

Yes – I’m taking some time out and staying in NZ

33%

19%

17%

12%

10%

8%

2%

The proportion of students in the

final year of their degree who have no plan and are cool with it is

significantly lower than any other

year level



Only a fifth of students have changed their plan in the past 3 months. The top 3 plan changes involve planning to continue/extend studies , go overseas to live/work/study or travel before starting a working life


Planning to continue/extend/studies/post grad

Decided to go overseas to live/work/study

Was going to work/now will go on OE/travel

Degree/studies/papers have changed

Was going to travel/now will stay in NZ/try to find work

Chose to finish studies/found a job/not do post grad

Have a better idea/had no plan before/more relaxed (general)

Happy to get any job not related to study/poor job prospects/temp work

Other

Don't know/keeps changing/unsure what to do

Nothing has changed/none

23%

15%

13%

12%

12%

9%

9%

7%

5%

4%

1%

Has this plan (for what the next 12 months will be like) changed over the last 3 months?Q

78% 22%

Please tell us how this plan (for how the next 12 months will be like) has changedQ

Base: Respondents whose plans for the next 12 months had changed in the last 3 months (n=114)

No Yes

The proportion of third years whose plan has not changed is significantly

higher than any other year level. Those whose change of plans

involved deciding to go to live, work or study were more likely to be in their final year of studyThe proportion of third years who

were going to travel but now will stay in NZ and try to find work is

significantly higher than any other year level.


Your best mate

Parents

Lecturers (excluding the bad ones)

Police

Part time work boss

The last boss you worked for

Younger siblings

Older siblings

The Prime Minister

CEO of Air NZ

The guy who works the night shift at Macca’s

88%

87%

77%

69%

46%

45%

38%

38%

36%

30%

27%

10%

10%

20%

25%

25%

32%

23%

15%

39%

38%

45%

1%

1%

7%

15%

6%

4%

21%

13%

20%

2%

1%

2%

1%

22%

9%

33%

43%

4%

19%

9%

Totally respect Respect a little Not a lot of respect Dont Know/NA

The people youth respect the most are their best mates, parents and lecturers. Respect for the CEO of Air NZ seems to have gone up significantly since November 2011

Q In terms of the relationships you have with other people or types of people, rate the following people in terms of how much you respect and look up to them

Base: February 2012. Total sample (n=520) = significantly higher/lower than previous wave

The proportion of males who respect their parents and the police “a little” is significantly higher than females, while the proportion of

those who “totally respect” them is significantly lower

The proportion of females who totally respect the police is

significantly higher


49% 46% 5%

(6-7) Very happy (3-5) OK (1-2) Not Very Happy

Just under half are very happy with where they live, and just under half are okay with it. Only 5% are unhappy with where they live.

Q How happy are you with where you live?


Mean

5.2

The mean happiness score is significantly lower for those who

live in Christchurch

It is also lower for those who specified that having more

shops/stores would increase their happiness score


Things youth believed have the most potential to increase their happiness with where they live are cheap entertainment, improved part-time job prospects and improved transport. More shops and improved networking opportunities make the bottom of this list.

Q What factors could potentially change your score to a more positive one? Please choose up to three of the options below.

Base: February 2012. Total sample (n=520).

Cheap entertainment/things to do

Improved part-time job prospects

Improved transport

Improved work experience opportunities

Better entertainment/places to go to

Improved full-time job prospects

Less crime

More shops/stores

Improved networking opportunities

None of these

41%

41%

36%

29%

28%

23%

17%

15%

14%

8%

The proportion of final year students and the proportion of those living with a partner are

significantly higher than any other year level when it comes to

believing that improved full time job prospects would improve their

happiness scores

Those living in Auckland and Wellington are more likely to believe improved

transport would increase their happiness score, while the proportion of

Christchurch-residents with this belief is significantly lower

Those in Christchurch are also less likely to believe improved part time job prospects would improve

their happiness score. They are instead more concerned with having cheap entertainment/things

to do.

The proportion of those who believe “improved transport” would improve their happiness score is significantly lower for Hamilton than for any other place. Hamilton residents instead

believe lower crime would improve their happiness score.


Only 4% buy what they like first and foremost and generally don’t get distracted by discounts.

28%

31%

4%37%

Q Thinking about grocery shopping, please select the statement which best applies…


Yellow stickers, discounts and budget items etc. tend to be the primary influencer when it comes

to purchasing grocery items because I cannot afford to always

be buying my favourite brands

I buy what I like first and foremost and generally don’t get distracted

by discounts

I have my favourite brands and try to buy them more often than

not, but I often get influenced by really

good deals

Yellow stickers, discounts and budget items etc tend to be the primary influencer when it comes to purchasing grocery items because I

don’t have any preferences brand-wise

Those for whom yellow stickers and budget

items are the primary influencer because they cannot afford to always

be buying their favourite brands are less likely to be living with parents and more likely to be living in a

shared flat.


One half are extremely price conscious, whatever type of shopping they’re doing, while one fifth are pretty relaxed in supermarkets and more price conscious around other types of shopping. Only 7% are more concerned with enjoying the moment and don’t consider price too much.

Q Which of the following best describes your ‘shopping philosophy’?


50%

20%

14%

9%

7%

I’m extremely price conscious whatever type of shopping I’m doing, from grocery to

clothes

I’m pretty relaxed in supermarkets and more price conscious around other types of

shopping

I’m extremely price conscious in the supermarket and less so in the mall / high

street stores

I’m extremely price conscious in the supermarket and less so in the mall / high

street stores

I’m more concerned with enjoying the moment and don’t consider price too much

Those in the final year of their degree

are significantly more extremely price

conscious, whatever type of shopping

they’re doing.


Talking to friends/family, doing online price comparisons between different retailers and looking at online reviews seem to be the most popular methods of research before making a purchase

8%

17%

26%

23%

45%

36%

59%

47%

46%

50%

44%

58%

33%

36%

28%

25%

11%

7%

(1-2) Never (3-5) Sometimes (6-7) All the time

Q How often do you do each of the following to research products so that you’re informed before you make a purchase?


I talk to my friends/family

Online – I do price comparisons between different retailers

Online – I look at reviews/blogs about other people’s experiences

I visit different retailers to collect information

Online – I look at what people say about the product on Social Media sites such as

Facebook or Twitter

Other

4.8

4.6

4.1

4.1

3.1

3.2

Mean

Males are more likely to look at reviews/blogs, do price comparisons between different retailers and look at what people say about the product

on social media sites such as Facebook or Twitter

Those who use an iPhone as their main phone are more likely to look at what people say

about the product on social media sites such as Facebook or Twitter.


Food, drink and clothing (particularly basic clothing, socks, underwear, etc) are the least researched items. Only 6% research everything before buying

Q What type of products do you NOT research before making a purchase?


61%

34%

10%

6%

5%

Food/grocery items/drink

Clothes/basic clothes/socks/

underwear

Cheap items/under certain value

Toiletries/make up/personal care

items

Stationery/books/ study

materials/study related items/

magazines

Top 5 items not researched before purchasing:

Shoes/footwear

Don't research

much/many

items – 2%

Alcohol

Petrol

Fast food/takeaways

Items/brands they know of or

have aleady used/researched

before

Jewellery/accessories

Phone credit/topup

Music/DVDs/Movies/

entertainment

6% Research EVERYTHI

NG


The proportion of those who use a standard phone as their main phone is significantly lower than in November 2011, while the proportion of those who use a smart phone as their main phone is significantly higher

Q

44%

54%

2%Smart Phone

Standard Phone


What type of mobile phone do you currently use as your main phone?

Other



53%

47%

…however, those who still use a standard phone as their main phone are still not willing to forego smartphone-like capabilities, with over half using a standard phone with internet capabilities

Base: February 2012. Respondents who use a standard phone as their main phone (n=279)

Q What type of mobile phone do you currently use as your main phone?

LOL Standard Phone - Text/call only

Standard Phone - Internet Capabilities


Just over half of smart phone users are using Androids, while a third are using iPhones. Only 2% are using a Blackberry.

Q What type of mobile phone do you currently use as your main phone?

Base: February 2012. Respondents who use a smart phone as their main phone (n=227)

56%

33%

2%

9% Android

iPhone

Blackberry

Other

Nokia 5800, 560, N97,

E63

Windows

Samsung

LG G300

Maemo 5

LG KM900

• The proportion of those who use their mobile phone for banking, social media, Apps and Internet browsing is significantly higher for those who use an iPhone as their main phone and significantly lower for those who use a standard phone with Internet capabilities.

• The proportion of those who use their mobile phone for Apps and Internet browsing is significantly higher for those who use an android smartphone as their main phone.

• The proportion of those who have used a tablet regularly in the last 3 months is significantly higher for those who use an iPhone as their main phone and significantly lower for those who use a standard phone for text/call only.


29%

25%

25%

14%

1%

1%

4%

2%

Main phone

What type of mobile phone do you currently use as your main phone?


Q

• The proportion of those who use their mobile phone for banking, social media, Apps and Internet browsing is significantly higher for those who use an iPhone as their main phone and significantly lower for those who use a standard phone with Internet capabilities.

• The proportion of those who use their mobile phone for Apps and Internet browsing is significantly higher for those who use an android smartphone as their main phone.

• The proportion of those who have used a tablet regularly in the last 3 months is significantly higher for those who use an iPhone as their main phone and significantly lower for those who use a standard phone for text/call only.

Standard phone(internet capability)

Smartphone(Android)

Standard phone (text/call only)

Smartphone(iPhone)

Smartphone(Blackberry)

None of these

Other Smartphone

Other

Nokia 5800, 560,N97, E63

Windows

Samsung

LG G300

Maemo 5

LG KM900


Almost everyone uses their phones for texts. Calls are not far behind with 87% people using their phones for this. Just under half use phones for Social Media sites, internet browsing and Apps. One third use their phones for Banking.

We want to try and understand a little bit more about your mobile phone and where it fits in your life. Which of the following do you use your mobile phone for?

Base: February 2012. Respondents who use their phone for more than text/call only (n=385)

Q

Texts

Calls

Social Media sites

Internet Browsing

Apps

Banking

99%

87%

45%

45%

44%

33%

• Males are more likely to use their phone for Apps

• The proportion of those who have actively been reading and posting messages that month are fully involved in at least one social media site is significantly higher for those who use their phones to go on social media sites

• The proportion of those who have used a smartphone regularly in the past three months is significantly higher for those who use their phones for banking, social media sites, apps and internet browsing.


App downloads, in general, are happening significantly less frequently than they were in November 2011, but Games apps are downloaded the most frequently, followed closely by Entertainment and Utilities apps.

Thinking about mobile phone apps, what are you downloading apps for and how many in each category?


Q

Games

Entertainment

Utilities

Social Networking

Photography

Musical

News

Books

Education

Navigation

Productivity

Other

2.8

1.5

1.0

0.8

0.7

0.6

0.6

0.5

0.5

0.5

0.5

2.7

Average number of downloads per respondent

Health & Fitness

Lifestyle

Weather

Reference

Travel

Business

Finance

Medical

Sports

Other App categories downloaded:


90% regularly use their laptops, while just under half use desktop PCs (almost the same proportion as those who use Smartphones). Only 14% regularly use Tablets.

Which of the following devices have you used regularly in the last 3 months?


Q

Laptop

Desktop PC

Smartphone

Public Computer

iPod Touch for internet browsing

Tablet

Other device which allows internet

None of these

90%

47%

45%

23%

23%

14%

3%

1%

• Standard Phone

• Gaming Console (eg.PS3, XBOX 360)

• eReader

Those living with parents, particularly males, are

more likely to regularly use Desktop PCs

The proportion of those who have rarely checked in

and are not actively involved in any social

media sites (if at all) is significantly lower for those who use laptops regularly

The proportion of those who use a standard phone

with only text/call capabilities is significantly lower for those who use a

Tablet or Desktop PC regularly


The proportion of those who think about recycling but have not really changed their behaviour towards the environment has increased significantly since November 2011.

What’s been your general behaviour around doing environmentally friendly things?


Q

22%

73%

5%

I care a lot about the environment and I’ve

consciously gone out of my way to do whatever I can to be

environmentally friendly

I do think about it and I’ve recycled, but I’ve not really

changed my behaviour or done anything different

I haven’t thought about it and haven’t done anything particularly environmentally friendly



Just over half are okay and sometimes stick to a budget, but have had a hit and miss month. Just under a third take budgeting and managing money extremely seriously and had run a tight ship that month.

I take budgeting and managing money

extremely seriously and this month I’ve run a tight ship & feel in total control


Q

29%

52%

18%

Money comes and goes, it’s been one of those kind of months where I’m probably a little worse off

The proportion of those who use their phones for social media sites is:

-Significantly higher for those who have actively been reading and posting messages this month and are fully

involved in at least one social media site

- Significantly lower for those who have rarely checked in and are not actively

involved in any social media

Generally I’m okay and sometimes stick to a budget, but this month has been a little hit and miss


Most would like to save for more expensive items, but are willing to forego this in order to be able to spend their income on items that allow them to enjoy themselves on a day-to-day basis

When it comes to budgeting and spending…Please select the statement that describes you best:


Q

66%

23%

11%

I would like to save for more expensive items (in fact, I have a couple of

examples in mind), but I’m willing to forego this in order to be able to spend

my income on items that allow me to enjoy myself on a day-to-day basis

I prefer to pass on buying smaller items and instead try to save my income for

more expensive items such as electronics, car gadgets, label clothing,

etc

I like to spend my income on items that allow me to enjoy myself on a day-to-day

basis eg alcohol, meals/coffee with friends, movie passes, etc. I do not care too much

about saving for more expensive items.

http://storm/Experience/Graphics/Finance/02C03856%5B1%5D.jpg


34% 66%

Travel/flights/trip/holiday

House/deposit on a house/rent/bond/flatting

Car/tyres/rego/car related costs

Bed/couch/tv/freezer/furniture

Paying off student loan/debt/keep loan as small as possible

Computer/laptop

General savings/nothing in particular/emergency fund

Clothing/shoes/bag/jewellery/watch

Uni/tuition fees/field trip

Wakeboard/surfboard/ski's/other sporting equipment

iPad/tablet

iphone

Other

35%

13%

11%

6%

6%

6%

5%

4%

4%

3%

3%

3%

20%

Most popular items currently being saved for are travel and accommodation expenses, closely followed by cars or car related costs


Are you currently saving up for anything?Q

YesNo

What are you currently saving up for?QBase: Respondents who are currently saving up for something (n=342)

Camera

Mobile phone/phone

Books/text books

Motorbike/scooter/moped

Concert/sevens/festival tickets

PS3/xBox/Nintendo/games

iPod/touch/MP3/stereo/headphones

Gifts/presents for friends/family

Software/hardware/printer

Smartphone

Uni/tuition fees/books/equipment

Uni/tuition fees/books/equipment related to study

Macbook/pro/air

Equipment /printing related to study

Other items they’re currently saving for


47%45%

8%

Social Media involvement is rather polarising, with just under half checking in but not really contributing, and just under half actively reading and posting messages. Only 8% are not actively involved in Social Media sites.

In terms of Social Media, please select the statement that describes you best


Q


Most have used an employment service to help them find a job. Of those who haven’t, almost half intend to.


Have you ever used an employment service to help you find a job?Q

70%

30%

Yes

No

Do you intend to use an employment service to help you find a job while you are still studying?Q

Base: Respondents who have never used an employment service to help them find a job (n=156)

53%

47%

Yes

No

http://storm/Experience/Graphics/People/men/02A15CJJ.jpg


A user-friendly website is the number one most important factor when considering the services of an employment service provider, followed closely by a cheap/free service. Friendly and approachable staff also make the top three

Listed below are a number of factors that may or may not be important to you when considering the services of an employment service to help you find a job:

Base: Respondents who have used/or intend to use an employment service to help them find a job (n=438)

Q

User-Friendly website

Cheap/Free service

Friendly, approachable staff

Convenient location – close to

Help with interview skills/CV

Recommended/suggested by family

87%

85%

70%

56%

42%

37%

The proportion of those who believe helpful interview

skills/CV writing is significantly higher for those who plan to gently get into

career mode

http://storm/Experience/Graphics/People/men/02A15NQS.jpg


Demographics

40%

60%

MaleFemale


18 years

19 Years

20years

21 years

22 years

23 years

24 years

12%

21%

23%

18%

12%

9%

6%

First year

Second year

Third year

Final year of degree

Final year of Postgraduate Study

Other

11%

29%

19%

23%

8%

10%

Where are you in terms of the study journey?Q

67% 33%Teens

Early 20s


AucklandChristchurch

DunedinHamilton

InvercargillNew Plymouth

Palmerston NorthTauranga

WellingtonOther town or city in North Island

Rural area in North IslandRural area in South Island

38%12%14%

7%1%1%

5%2%

16%2%1%1%


Sample Breakdown

19%n=252

41%n=544

26%n=350

Wave 1 - July 2011n=298

2%n=26

1%n=16

11%n=150

0.3%n=4

Total Completesn=1542

Total Unique Completesn=1342

Wave 2

November

2011

n=724

Wave 3February

2012n=520


For further information please contact:

Spencer Willis

Colmar Brunton, a Millward Brown CompanyLevel 1, Colmar Brunton House6-10 The StrandTakapuna, Auckland 0622PO Box 3622, Auckland 0740

Phone (09) 919 9238 | Mobile 021 455 297www.colmarbrunton.co.nz

sjs track february 2012 draft

Documents

total living

living situationbase

current living situation

shared flat flatters

shared flat are1

total sample n

previous wave colmar

total q