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Digital Lifestyle Youth Culture Profile Report 2008
Label Networks, July 2008, Pages: 137
Digital Lifestyle Youth Culture Profile Report 2008 includes 137 pages of actionable results, including Macro Trend Editorial Summaries for a quick snapshot of key findings, plus clear, colorful quantitative charts and graphs for each topic by topline, by gender, and age groups including: 13-14, 15-17, 18-20, and 21-25.
- Consumer research conducted from May-July 5, 2008, release date: July 27, 2008
- Representative sample of thousands of 13-25-year-olds across North America including 49 different regions
For business directors, marketing managers, new media strategists looking to maximize their plans as they pertain to the youth marketplace, the Digital Lifestyle Youth Culture Profile Report 2008 provides the most authentic, timely, and street-level information currently available.
Fresh data released today measuring the digital lifestyle and technology patterns from a new generation that has grown up in a completely connected world may cause many brands to re-examine just how they plan to reach this savvy marketplace. The Digital Lifestyle Youth Profile Report 2008, produced by Label Networks, the world’s leading global youth culture intelligence media company, reveals fresh and provocative new insights among 13-25-year-olds across North America as they pertain to many aspects of youth market online activities.
“The results will cause many brands to re-examine how they plan to reach this savvy marketplace,” states Tom Wallace, President of Label Networks. “Young people are the inherent trend leaders when it comes to new technology and usage patterns, and are the ones pushing forward the speed of change in communication and information technology. This Report reveals that it may be imperative for some brands to re-think strategies--even among progressive companies--if they are to reach youth culture effectively.”
For example, miniDV cameras are not only among the new tools of self-expression, but the very act of creating personal videos with friends and creating events and key themes to shoot have become key aspects of entertainment in and of itself. To this generation, playing music via your cell phone, and movies and TV shows via your iPod are a given. Emailing is considered too old-school by many, whereas texting is outpacing cell phone calls. These things also go hand-in-hand with changes in online shopping patterns, top website preferences, communication and blogging patterns, and new habits for using social networks—not to mention the tremendous changes in preferred social networks and profile page usage patterns in general. These things are changing the paradigm of how the businesses of entertainment, communication, retail, marketing, advertising, and branding have been done in the past.
Unfortunately, as more companies pour big money into expanding their new media marketing components, as many people have discovered, the Field of Dreams theory (“if we build it, they will come”) certainly doesn’t apply when it comes to reaching savvy youth today. Popping up a site (or social network for that matter) no matter how cool it is means nothing if you can’t reach the market it’s intended for. This Report, therefore, also includes a great deal about how young people find out about new websites, communicate with others, and other forms of grassroots networking.
Overall, the Digital Lifestyle Youth Culture Profile Report 2008 not only reveals traits by target demographics, but also the growing generation gap occurring even within this generation. With quantitative charts and graphs and qualitative insight about what’s going on and where things are headed next, this Report is a crucial business tool for companies interested in making the most savvy, important decisions for the future.
Key topics:
- Effectiveness of Word-of-Mouth, Personal Profiles, Email, IM-ing, Texting, Links
- New media effectiveness towards reaching youth culture
- Threat of user-generated content on the entertainment industry
- Future formats young people would you prefer to watch entertainment on
- Downloading habits: video, music, shopping
- Key digital communication patterns
- New Media preferences and patterns, including Social Networks
- Blogging culture
- Top electronic devices
- Hours spent online and where young people find out about new websites
- IM services
- Internet browsing patterns and what’s most important
- Parents and teachers and measuring the technology Generation Gap
- Frequency of online activities in the last 6 months: blogging, social networking, email, IM/Chat, Games, News
- Shopping patterns online, habits, preferences, frequency
- Social Networks: Preferences, personal profile characteristics
- User-generated content concepts and effects
- Future entertainment preferences and devices
- Music downloading habits, finding new music, reviews, user-generated reviews
- Measuring the potential of band content exclusives
- Music listening patterns: iPod/MP3 Player, Cell Phone
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