teenage sons and their dads version 1 a

© Colmar Brunton 2010 1

Teenage Dad’s and Teenage Son’sColmar Brunton’s inside look into generational differences and similaritiesDecember 2010


Background

Online survey among n=150 Baby Boomer Dad’s of teenage son’s and n=150 Gen Y teenage son’s using Colmar Brunton’s Fly Buy’s Panel and the CByouth Facebook panel

Survey was carried out during 22 Oct – 21 Nov 2010


Quick Fire Q’s


The biscuit debate is easy, but there is a slight shift amongst the young males towards the round ball game!

28%

77%

23%

72%

Tim Tams Afghans

Prefer…

19%

73%

27%

Rather win…

81%

Rugby World Cup Soccer World Cup

Colmar Brunton’s Young Blokes and their Dad’s Survey 2010; Father’s of teenage sons (n=150); Teenage sons (n=150)


Wouldn’t it be cool if…

Again the males show similarities regardless of age and being stuck in a lift with Nicky Watson beats Helen Clark.

Paul Henry shows more youth appeal however……..

Public transport was cheap & reliable in my lifetime

59%65%

41%35%

Stuck in a lift with….

26%19%

74%81%

19%

73%

27%

Commercial space travel

happened in my

lifetime

Nikki Watson

Helen Clark

Have round for dinner...

81%

John Key Paul Henry


vs.

vs.

vs.

vs.


Who is seen to be a role model

and why


Richie McCaw provides both generations something to hook into, however it’s the older generation looking at Sam Morgan and the

younger generation looking at Peter Jackson that’s interesting

“Who is the best role model for young men in NZ today?”

Richie

McC

aw

Sam

Mor

gan

Dan C

arte

r

Pete

r Jac

kson

John

Key

Scot

t Dix

on

Stev

e Pr

ice

Benji

Marsh

all

Stan

Wal

ker

Gordo

n Te

itche

ns

Other

Dont k

now

None

9%

1% 1%

11%

1%0%

Best role model for young men in NZ today...

26%

26%

4%

26%

13%

13%

7%

13%

10%

6%

6%7%

5%6%

3%

3%

4%

3% 3%

3%



“Why? What makes Richie McCaw a role model?”

Men and boys both look at hard work, authenticity and honest presentation as values they expect from their idols


Honest, trustworthy,

hard working, dedicated, polite, approachable etc

Good leader. Speaks well. Has

very good reputation (not known for wild

parties - drinking smoking, etc)

Determined, always gives a 100%, team

player, loyal, has self belief, real New Zealander and a

leader.

Heartland NZ fellow makes it to the all blacks,

and captains the all blacks and during a

winning run. Speaks well and seems to be

community mined still. Always focussed on

the task at hand. Don’t blame other people for failure.

Enjoy success when it comes his way. Not

afraid to work hard to achieve success.

Sensible, sets a good example on and off the field. Gracious in defeat and modest

when winning.

He is the All Blacks captain and the whole world looks up to him. Every rugby player in NZ wants to be just like him. He plays fair too. He does heaps of work outside of rugby for lots of groups and

everyone likes him.

He leads a team. He has developed

and grown over the years and is a

story of potential and motivation

leading to success.

Richie McCaw is so down to earth and

hasn’t let fame ruin his personality. He gives

people his time and is a great role model for

NZ rugby here and overseas.

Strives for his goals and as a public figure holds himself high and acts how other people should. Is involved and

invokes national pride.

He is someone to look up to on and off the field, does well in the

community and in business and is the best

captain the all blacks have ever had.


There are no ‘superstars’ here or celebrities of the moment – kiwi blokes seem to choose by credibility and

history rather than profile


Sam Morgan

Dan Carter

Peter Jackson

John Key

Scott Dixon

Steve Price

Kiwi 'can-do' attitude plus

creativity. Professionalism.

World-class entrepreneur.

Sporting, successful, appears

to be doing well. Women like him

Self-made man, not overly

pretentious. Respected around

the world.

He didn’t have an easy childhood, yet rose

above his circumstances to

become one of the most successful contemporary

New Zealanders.

Came from humble beginnings and is

now one of the best in the world

following his passion A talented young

gentleman who likes to strive and

achieve his goals through both hard

work and in a humble manner

A great man yet down to earth. Shows genuine care for the disadvantaged in society. Didn’t leave NZ as planned after the Christchurch Earthquake.

He has worked hard from a young age to get where he is and is now settled, married with

children and is giving back to the

community that helped him. He is humble while still confident of his abilities, not out

spoken but still says what he means.

Because he is so successful. Gives so much back to the community.

Someone who has good morals.

Reliable, and sets boundaries within

his life. A good guy

Benji Marshall Stan Walker

Gordon Tietchens

Young Maori gentleman who has started from the

bottom and made a success of his life and

career. Dedicated, patriotic,

determined, skilful, has learnt from his mistakes,

leadership, speaks articulately, has family

values, team player.

An underdog who is doing well and

upholds good family values

He is a hard worker, dedicated to his job and to achieving the best possible results he can


Pippa Wetzell is seen to be the most desirable kiwi woman among fathers of teenage boys; while teenage sons rate Rachel Hunter as no.

1

28%

19%

10%9% 9%

7%

2%1% 1% 1%

0%

8%

2% 2%

15%

19%

11%

16%

2%

13%

7%

5%

1% 1%

4%5%

0%

2%

Who do you think is the most desirable kiwi woman?


15%

28%

19%

19%

11%10

%

16%

9% 9%

2%

13%

7%

1%

1%

1%

1%

1%

7%

2%

5% 5%


2%

5%6%

7%

2%

0%

5%

0% 0%

5%4%

1% 1% 1% 1%

Sir Ed gets mentioned in terms of being promoted to the $10 – distinct lack of opinion from our Gen Y’s whereas the Dads will lean

towards ol’Pinetree

“Who is the best role model for young men in NZ today?”

If they redesigned the $10 note in 5 years time and they wanted to replace Kate Shepard with a bloke, who would be worthy...

9%

6%

7%

5%


5% 4%

3%

Other – 37% Don’t Know/ None - 21%

Other – 31% Don’t Know/ None - 22%

Nett Sports 27% 28%

Nett Rugby 17% 15%

Nett Prime Minister 5% 4%

5%5%

2%

5%5%

5%

3% 3% 3%

2%

0%

2%

1%2%

2%

0%

2%

0%

2%

0%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%


If they redesigned the $10 note in 5 years time and they wanted to replace Kate Shepard with a bloke, who would be worthy and why...

Sir Colin Meads

Sir Peter Blake

Sir Peter Jackson Sir Edmund

Hillary

Richie McCaw Billy T

James

Cause he’s a good, hard, tough, but fair kiwi bloke, he took no shit and was

always a bloody good leader.

For his outstanding contribution to

sailing but also his extensive charity work including the

inspiration he provides to the

young.

His efforts in the NZ film industry have

done a lot for our economy and

helped put NZ on the map in regards

to how the world views us

He was a true champion, humble and a giving spirit

An iconic NZ Sportsman of our

time

Because he is awesome and

speaks his mind

Willie Apiata VC

Paul HenryDan Carter

For military achievement

Because everybody you ask on the street will be proud of him and being the same nationality as him.

Iconic New Zealander

For building significant

international relations as Prime Minister as well as

running the country through tough

economic times. Colmar Brunton’s Young Blokes and their Dad’s Survey 2010; Father’s of teenage sons (n=150); Teenage sons (n=150)

John Key Peter Leitch

His generosity and common sense and no nonsense attitude

John Kirwan

Greatest ever All Black winger and had the guts to

bring metal health issues into the public arena


Relationship with Media

Consumption


56%

17%15%13% 19+ hours

11-18 hours

Between 7 and 10

Less than 7 hours

90%

6%4%

43%

29%

28% 19+ hours

11-19 hours

Up to 10 hours

The shift in media doesn’t seem to come from Gen Y males tuning out of TV, it seems to be more about ‘media multi tasking’ – TV, internet, mobile

aren’t necessarily competing – they are just part of the mix

41%

40%

19%

55%

30%

15%19+ hours

11-19 hours

Up to 10 hours

65%

23%13%

Dad’s are moderate TV watchers

Sons claim to be watching TV

marginally less often

Teenage sons are spending

considerably more ‘play’ time

And around a quarter of Gen Y



Favourite TV Programme – Humour dominates the sphere of male viewing with a sprinkling of competition based

reality for Dad’s and train wreck reality for the Gen Y boys


6%

8%

14%

5%

3%

5%

3%

3%

3%

6%

6%

3%

3%

3%

3%

http://www.sodahead.com/entertainment/miley-bombs-at-amas-which-awards-show-needs-to-die/question-1347529/


First website visited (after email/work stuff) – If one thing can be used to define the difference between the generations it would be their internet

usage – for Dad’s its update me, for Gen Y males its about connecting me.


57%1

3%

8%

19%

16%

8%

5%

5%

3%

3%

4%

3%

2%

http://thenextweb.com/apps/files/2010/03/google_logo.jpg

http://thenextweb.com/apps/files/2010/03/google_logo.jpg


Males are driving the handset market with circa 50% carrying 3G phones – content is key, esp to Gen Y with

over a ¼ of them spending 11 hours+ “playing”


4G

3G

2G

4G

3G

2G

2%1%

53%

46%

19%

18%


Favourite ad…


1

1

7%

11%

2 3 4 5 6

3% 3% 3% 3% 3%

2 3 4 5 6

5% 5% 4% 3% 3%


A look into our blokes

consumer brain


Top 10 things our guys want for Christmas…no.1 is cash – Not so hard to buy for, regardless of age. Dad even wants

socks again, but a sleep in would be much more appreciated!

Cash

Sports/Hobby related stuff

$ for Travel

Sleep/Lie in

New TV/Stereo

iPad

Music (CDs/iTunes vouchers etc)

Blackberry/iPhone

Playstation 3

Socks and Undies

Cash

Sports/Hobby related stuff

$ for Travel

Blackberry/iPhone

Playstation 3

iPad

Music (CDs/iTunes vouchers etc)

New TV/Stereo

XBOX

Sleep/Lie in

$$$$



“What’s statement best describes your attitude to doing the grocery shopping?”

2 in 5 dads claim to always do the supermarket shopping I think it’s ok – Time to re-think the regular household

shopper is a female, guys are involved, very involved!

42%

16%

3%

1%

45%

56%

9%

10%

2%

17%


I always do it and its OK

I always do it and hate it

I sometimes go and its OK

I sometimes go and hate it

I never go supermarket shopping


Online, farmers markets – none of these new fads or trends have reached our males. Going to the supermarket is part of

the weekly schedule and the baby boomers are loyal

“How is your grocery shopping done?”

Go to my preferred supermarket(it may also be the nearest)

Go to my nearest supermarket regardless

Online all the way for me

Starting to use farmers market more, supermarkets

not doing it for me

Would like to change behaviour from going to supermarkets

but don’t know what

I’ll never go supermarket shopping, someone else will do it for me

76%15%1%

3%3%2%

61%21%1%

1%4%13%Colmar Brunton’s Young Blokes and their Dad’s Survey 2010;

Father’s of teenage sons (n=150); Teenage sons (n=150)


WANTCOST

Impulsive vs. considered approach consumerism does not differ by generation – Around a third are impulsive to a

degree whereas the majority remain firmly stuck in reality

I may need to justify it a bit and price can be a hurdle,

but not a barrier

It’s a balancing act, price can sometimes beat the

‘want’ factor

More often than not, the cost of what I want means

I don’t get itCan’t remember the last time I bought something

I really wanted


“‘Thinking about the price of something you really want, a new toy, clothes, gadget etc”

11% 12%

23% 22%

39% 39%

19% 23%

7% 4%

If I want it, I just buy it, price is secondary to

‘want’


Being a kiwi icon is not the sole property of any one product or item – to be kiwi in the eyes of males is an eclectic mix of many things from Buzzy bees to Jandals to beating the Aussies.

People sometimes talk about ‘iconic’ New Zealand items (“Kiwiana”). These are things which are felt to be quite unique to New Zealand and New Zealand life. Which of the following do you think are the best example of kiwiana?

Buzzy Bees

No.8 Wire

Hokey Pokey IcecreamTiki

Jandals

HangiPavlova

NZ All Blacks

Beating the Aussies

Edmonds Cookery Book


Whereas the story for brands is clearer – L&P, Air NZ and Trademe unite the generations as being seen as proud kiwi brands. The difference is more about function (bank and beer for Dad’s) and nostalgia for Gen Y (Pineapple Lumps

and Tip Top)

What brand or product would you be proud to say is ‘A real New Zealand product / brand’?

Q.

11%

11 2 3

4 5

19% 15% 12%

9% 7%

11 2

4 5

3

24% 14% 11%

9% 7%


What issues are concerning our

blokes?


Practical, real issues such as drink driving, increased costs of living, broadband, beer are the same for both generations whereas time

becomes more of a valuable commodity the older we get and what the opposite sex think is more of a concern for Gen Y !

Impact of Global Warming

What Women Think of You

Price of Beer in a Bar

Price of Broadband

Time Spent with Family

Increased Cost of Living2

3

4

5

6

Drink Driving

7

1

2

6

3

5

7

4

1


Concerned

Not concerned

Drink Driving

1

70%

59%

8% 13%


1


Increased Cost of Living


2

67%

45%21%6%

Concerned

Not concerned

2


61%

29%23%9%

Concerned

Not concerned

Time Spent with Family

3


6


15%

25%

Concerned

Not concerned

Price of Broadband

4

45%

45%


3


Price of Beer in a Bar


27%

33%43%51

%

Concerned

Not concerned

5 5


37%

45%

Concerned

Not concerned

Impact of Global Warming on NZ

6

25%

25%


7


13%

40%22%53

%

Concerned

Not concerned

What Women Think of You

7


4


How happy are our blokes with different aspects that shape

their lives?


Dads are most happy with their relationship with their son, wife and their career ; while Son’s are equally as happy

with their relationship with dad but most happy with their health

2

34

5

6

7

1 2

6

3

5

7

4

1


Generally teenage son’s has a slightly more positive outlook on life compared to our dad’s

The relationship with your son/dad

The relationship with wife/partner/gf

What achieved in career/your career plan

Your health

Your job/your education

Time I get to spend with mates

How fit you are

0% 25% 50% 75% 100%(8-10) Its great (5-7) Neutral DK (1-4) Could be better


The relationship with your son/dad

The relationship with your wife or partner/gf situation

What you’ve achieved in your career/career plan

Your health

Your job/education

Time I get to spend with mates

How fit you are


Relationship with your dad


Probably the most revealing in terms of the changing face of kiwi bloke-dom. Baby Boomers Dads are aware they are more open than their

fathers and today Gen Y boys seem to recognise and respect their Dad’s for it

41%

30%

29%

Not really

Potentially yes

No opinion

63%

23%

14%

You’re a better Dad than your Dad was?

You think you’ll be a better Dad than your Dad is?



Both dads and sons tend to agree that today’s generation have little respect for their elders. Sons have a greater perception that career

defines you as a man

65%

41%

29%

35%

71%

50%

24%

36%

16%

30%

81%

61%

Today’s generation have little respect for their elders?

Today’s generation are smarter than

their elders?

What you do for a living / career

defines you as a man?

Disagree

Agree Disagree

AgreeDisagree

Agree



Both Dads and sons tend to agree that life is more complicated for today’s generation; however feelings are mixed on perceptions of life

being harder

16%

15%

81%

71%

Disagree

Agree

54%

50%

42%

37%

Disagree

Agree

Life is harder for today’s generation than the previous

generation?

Life is more complicated for

today’s generation than the previous

generation?



For further information please contact:

Spencer Willis, Director – Youth Insights

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

Mobile 021 455 297Phone (09) 919 9241 | Fax (09) 919 9201www.colmarbrunton.co.nz


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teenage sons and their dads version 1 a

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