the essential guide to gen y 2009

8/6/2019 The Essential Guide to Gen y 2009

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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



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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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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.


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.

the essential guide to gen y 2009

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