just dance generation_ipsos study for ubisoft_2013_keyinsights_eng_final....pptx

7/29/2019 Just Dance Generation_IPSOS study for Ubisoft_2013_KeyInsights_ENG_FINAL....pptx

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may not be disclosed or reproduced without the prior written consent of Ipsos.

JUST DANCE GENERATION !

A European survey conducted for Ubisoft

KEY INSIGHTS

April 2013


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OBJECTIVES & METHODOLOGY

1. Research objectives

Gather data on Just Dances key target in Europe: teens 12-18 y.o. also called Gen C orZ or Connected generation - in terms of lifestyle: use of digital technology, videogames, relationship to sharing, to partying

Show the parallel between values embodied by Just Dance and this very connectedgeneration.

2. Methodology

Sample of 200 teens aged 12 to 18 y.o. in each of the 5 main countries of EU (so 1000

people total): Germany, UK, Spain, France and Italy. Sample is national representative on

sex, age and region.

This research has been conducted in ad hoc online

Fieldwork dates : April 2013

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KEY INSIGHTS

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74 %own a smartphone

87% use the internet every day

90%use social networks, especially Facebook (79%)

But for 61%, the time spent on the internet doesnt impinge on other activities. Digital natives are multitaskers and naturally integrate the use of technology in

their everyday life, without it preventing them from having other activities.

SO CONNECTED !

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92 % of social networks users publish on them: commentson pictures, personal pictures or videos, personal opinions

1 young European on 4 has already created a blog, mainly to share their passions.

63% have virtual friends that they never actually met:

On average 78 !

7/10 use the internet to communicate with their closeones and take part in social networks.

Technology is above all a mean of expression, sharing and discussion with others

for this hyper-social generation, that interacts with mutliple spheres: family,

friends, virtual friends

CONNECTED VIRTUALLY

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68% prefer to meet their friends in realitythan virtually

Being connected, itsbeing together ! Being surrounded by technology doesntprevent teens from spending time with their close ones in real life, wether its family

or friends.

Meeting with friends is the 2nd favorite leisure (67%), same lev

el as

listening to music (69%) & going on the internet (66%)

59% say they have no preference between time spent with their

friends or their family.

Teens meet at each others (64%), but also at the cinema (58%)

or simply outside in a public space (51%).

BUT ALSO IN REALITY

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9/10 take part in parties with friends or family,including half regularly (at least once a month)

12-18 y.o. live with music ! A key leisure and a essential ingredient ofparties with

friends.

Ingredients of a successful party ? Above all the friends (89%) and the music (59%)

During parties with friends, they talk (50%), play

(36%), and of course have fun (27%) and dance !

(19%)

Preferred music is pop (54%), before rap/hip hop (37%) and electro (36%)

MUSIC, AT THE HEART OF THE PARTY

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83% own a gaming device at home, especially a Wii (65%

of gaming device owners) or a Playstation (55%)

95% play video games, including 66% weekly and 27% daily

For most, the gaming device is located in the living room (65%). But

it can also be in the teens room, especially in the UK (60%).

89% play games on mobile devices or tablets, 73% weekly and 44% daily

12-18 y.o. are highly equipped in gaming devices. Video games are part of their daily

life.

Almost 1/3 girls play dance video games (32%)

GAMING GENERATION

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VERBATIMS


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We often talk about school or our favourite stars (FR)

We atalk about everything, we eat, drink, play games, dance and sing

(FR)

We talk and send SMSs (FR)

We dance, we talk, eat, then have drinks. Then around

midnight we go out to a bar or a club and dance all night long

(FR)

Video games. Discussions. Listen to music. Skate. Drink.

Eat. Smoke. Talk about girls. Chat up (FR)

We play board games or the Wii. We talk. Bake cakes. (FR)

We have dinner together, have drinks, go dancing

(FR)

We talk, look at videos on YouTube, listen to music,

play video games (FR)

We eat, drink a little vodka, listen to music, some dance and

sometimes we hang on the internet (FR)

Play truth or dare, go to the park (UK)

Talk, play music and go on to play computergames

(UK)

We talk and maybe go on a video game that we can all play

Dance ,chat and have a laugh (UK)

We dance, sing to our fave music, play around with

make up, talk about boys and do each others hair (UK)

We play Zumba, get our nails done and we then meet up with

people (UK)

Have a look around, joke around andmake complete idiots of ourselves (UK)

What do you do during parties with friends ?

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The main thing for me is to feel good, laugh, have

fun, be around nice people and that there is no bad

spirit (FR)

At a friends birthday, the theme was disco. We had a good laugh, we were

all dressed up and it gave a party feel to the place as soon as you entered. (FR) Opening presents at Christmas (FR)

Have fun with my cousins, pyjama parties with my

girlfriends, go to bed late, dance at friends (FR)

Relaxed evenings when everybody has a good time (FR)

Going clubbing with my friends, weddings with my

family, playing sports with my friends (FR)

A birthday party with a DJ who

livened things up (FR)

During summer when we do camping

parties in a garden and dance (FR)

Giggles (FR)

It was nice dancing with the family and

watching them all having a dance and

good time as a family. Some of my

friends enjoyed seeing my family

dancing (UK)

Just having fun and lots of laughter (UK)

Laughter, relaxed, togetherness and fun (UK)

Connecting with people not seen for ages (UK)

Sleepover at my friends (UK)

Mum allowing me to drink some alcohol (UK)

Singing Bob Marley with friends outside in public REALLY loud (UK)

When we stay up late and talk into the night and

laugh so much (UK)

What are your best party memories?

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just dance generation_ipsos study for ubisoft_2013_keyinsights_eng_final....pptx

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