youth dynamix
DESCRIPTION
Andrea Kraushaar from Youth Dynamix talks at The Heavy Chef Project in Johannesburg, August 2009. The presentation covers relevant and fascinating statistics on youth trends and behaviour.TRANSCRIPT
Research
Strategy
Marketing
Painting a picture of SA youth in the digital world
Presented by Youth Dynamix
26 August 2009
Property of Youth Dynamix www.youthdynamix.co.za 1
Research
Strategy
Marketing
Introduction to Youth Dynamix
Research
Strategy
Marketing
Strong African Footprint• (South Africa), (Kenya) and
(Nigeria)
Youth Dynamix successfully conducted work across 11 Sub-Sahara African countries
Developing relations in India, Russia and the Middle East.
Part of JWT & WPP groupLong-standing international affiliations with:
Global pedigree
Introduction to Youth Dynamix
Research
Strategy
Marketing
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Specialist Youth Agency
10 Years Experience & Data
Ability to Track Trends & Mine Insights
Developing Market
Family
Introduction to Youth Dynamix
Research
Strategy
Marketing
Youth Dynamix has extensive experience across a wide range of brands and
categories
Introduction to Youth Dynamix
Research
Strategy
Marketing
Introduction to Youth Dynamix
Research
Strategy
Marketing
The youth today
Research
Strategy
Marketing
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We are living in a very youthful world, with almost half
of the current global population under the
age of 25!- United Nations World Youth Report 2005
The youth today
Research
Strategy
Marketing
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New challenges
A new generation of young
consumer who requires different treatment to
previous generations
New opportunities
The youth today
Research
Strategy
Marketing
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24+
The Age of Observation
0-2
The Age of Exploration
3-6
The Age of Investigation
7-9
The Age of Experimentation
10-12
The Age of Analysis
16-18
The Age of Examination
The Age of Contemplation
19-24
Early adopters of technology
13-15
The Age of Belonging
Move to independence
The youth today
Fickle technology users
Technology multitaskers,
authors, creators
Research
Strategy
Marketing
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“A desk is a dangerous place
from which to view the world”
-John Le Carre
Research
Strategy
Marketing
Trends
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Research
Strategy
Marketing
TrendsTaking the wealth of raw youth research
data and mining them into brand and campaign relevant insights
Insights that show pervasive trends affecting the youth’s environment,
behaviour and mindsets
Research
Strategy
Marketing
MXbook
Property of Youth Dynamix
Über Generation
extreme materialism
brand power
demandage
extreme consumerism
the ‘NOW’ crowd
YouthTrax® 2008/9
Über Generation: This generation is characterised by excess: the more they get, the more they want.
Happiness on Lay-bye as well as Eat, drink & be merry (Now Generation): These trends have morphed from the youth’s love of materialism and an aspired lifestyle
cellUlife
globalisation
world in room
technological revolution
Tech slaves
world in your hand
CellUlife & Mxbook: Cellphones have become the centre of the youth’s universe.
Happiness on Lay-bye
Eat, drink & be merry
TrendsTechnological revolution: Youth are growing up with screen based media from a young age
Research
Strategy
Marketing
Über Generation
world in your hand
globalisation
world in room
cellUlife
technological revolution
Tech slaves
Trends: Technological Revolution
New playing field –shifted traditional
boundaries; affecting how they think, how
they access and share information, how they play, interact socially
and communicate
Research
Strategy
Marketing
Über Generation
world in your handglobalisation
world in room
technological revolution
Tech slaves
Über Generation
Trends: cellUlife
The youth have an insatiable need to be
connected all of the time → mobile oxygen
cellUlife
Research
Strategy
Marketing
Trends: cellUlife & MXbook
Über Generation
world in your handglobalisation
world in room
technological revolution
Tech slaves
Über Generation
cellUlife
24/7 Connectivity
Networks
2-way communication
YouthTrax® 2008/9
MXbook
Research
Strategy
Marketing
Trends: Über Generation
extreme materialism
brand powerdemandage
extreme consumerism
Über Generation
the ‘NOW’ crowd “Freedom of expression is part of the revolution for the way
kids want to grow these days….”
`Sakhile Mzizi Township- Skateboard and BMX event organiser
Research
Strategy
Marketing
•Über-stimulated
This generation is characterised by excess:
extreme materialism
brand powerdemandage
extreme consumerism
Über Generation
the ‘NOW’ crowd
Trends: Über Generation
•Über-indulged
Research
Strategy
Marketing
They have an insatiable need to
spend, spend, spend… consuming brands / products
conspicuously
Trends: Brand Power & Extreme Consumerism
brand power
the ‘NOW’ crowd
Über Generation
demandage
extreme consumerism
extreme materialism
BratTrax® 2006/7
Research
Strategy
Marketing
Youth today
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Research
Strategy
Marketing
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Outspoken
Youth today
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Strategy
Marketing
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Well connected
Youth today
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Strategy
Marketing
Individualistic
Youth today
Research
Strategy
Marketing
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Youth today
Media proliferation
Research
Strategy
Marketing
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Youth today
Multi-tasking
Research
Strategy
Marketing
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Youth today
Digital Native
Research
Strategy
Marketing
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Youth today
ME-centric
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Strategy
Marketing
New rules of marketing
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Strategy
Marketing
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New rules of marketing
Community
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Strategy
Marketing
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Networks
New rules of marketing
Research
Strategy
Marketing
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New rules of marketing
Contribution
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Strategy
Marketing
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Conversation
New rules of marketing
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Strategy
Marketing
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Content
New rules of marketing
Research
Strategy
Marketing
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New rules of marketing
Choices
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Strategy
Marketing
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New rules of marketing
Multi-sensorial
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Strategy
Marketing
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New rules of marketing
Authenticity
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Strategy
Marketing
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Moving to four e’sProduct
EXPERIENCE
Research
Strategy
Marketing
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Moving to four e’s
EVERYPLACE
Place
Research
Strategy
Marketing
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Moving to four e’s
EXCHANGE
Price
Research
Strategy
Marketing
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Moving to four e’sPromotion
EVANGELISM
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Strategy
Marketing
Thank YouThank You
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Think Youth, Think Youth Dynamix!
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