Research was conducted in sixteen markets across Europe, Asia, Latin America and North America, covering almost 10.000 youths globally aged between 14-24 years, the objectives were to shed light on issues such as how today’s youth differ from their predecessors; whether boys or girls use technology differently and why; understanding global differences across devices; and the role of entertainment media and brands in the future.
- Although face to face communication is critically important for young people, they also value the rolemail plays in helping them stay in touch with their friendship group. 42% of females aged 14-24 think it's important that a friend is someone who they can contact via email, while the same is true for 38% of males in the same age group.
- Youths describe their Instant Messenger conversations as funny, flirty and social (involving lots of people), with the majority of IM conversations centred on gossip (62%), making social arrangements (57%) and flirting (55%), with one youth revealing “Actually we talk about nothing. It’s all about flirting” (Female, 16, Netherlands).
- However, entertainment is also fuelling IM conversations. Young people talk about and share content on films/music/TV (52%), links to websites (50%), clips and photos they have found (46%), and sport (37%).
- The mobile phone is ingrained into young people’s everyday lives with 42% claiming it’s the first thing they look at in the morning and they last thing they do at night.
- Watching content via a PC is now widespread, with two thirds of youths having watched film trailers, music videos and clips from YouTube. However 46% watch previews of TV shows from the Internet, 45% watch highlights of TV shows/sports and 43% watch fulllength TV shows. In addition, there was a significant increase amongst those interested in watching fulllength TV shows in the future (56%).
Further details are at advertising.microsoft.com/.../Circuits_of_Cool_Booklet_FINAL_1.PDF
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