19. Need it. Want it. Gotta’ have it. Q2. “ There are many sources you can turn to when researching for technology. Please select the three you trust the most?” Base: N = 2357, 14-34 year olds, Ping National Study, Spring 2009 Technology items most wanted by 9-34 year olds include smartphones, PVRs, laptops, and high end TVs. The trend towards preferring laptops over desktop computers remains solid. I own this It’s in my home I want this DVD Player 39% 53% 4% High-Speed Internet (DSL) 28% 61% 6% Desktop Computer 33% 43% 7% Digital Camera 51% 34% 10% Video Game Console 45% 31% 9% Portable MP3 Player or iPod 43% 17% 18% Laptop Computer 29% 25% 24% Digital Cable 15% 37% 16% Satellite Television 7% 24% 20% Personal video recorder (i.e. PVR, DVR, TiVo) 11% 21% 34% Plasma TV or LCD TV 14% 32% 34% HDTV 10% 26% 34% PDA or smart phone (i.e. Blackberry, Treo) 11% 12% 34% VoIP (Voice Over Internet Protocol) 5% 8% 14%
20. Q4. “ Please tell us which brand comes first to mind when you think of…?” Base: N = 2693, 9-34 year olds, Ping National Study, Spring 2009 48 % 29% 34% 71% 30% 16% 13% 12% 12% 43% 24% 22% Plasma or LCD TVs MP3 Players Laptops Video Consoles GPS Digital Cameras Mobile Devices
31. n=1,762 Canadian Youth 14-34, Ping National Study, Summer 2008 Now. Where to reach them. Best Places to Advertise to People Your Age Total 14-18 Total 19-24 Total 25-29 Total 30-34 On television 76% 82% 74% 73% On popular web sites or portals 61% 69% 64% 58% In stores and other venues where younger-oriented oriented products are sold 57% 66% 61% 51% In your school or on your campus 56% 70% 69% 46% In popular magazines 55% 64% 53% 54% Before movies at a cinema 50% 61% 51% 44% On public transit 50% 53% 59% 42% On the radio 46% 44% 40% 49% In your local free daily newspaper (i.e. Metro) 38% 30% 38% 42% Outside (billboards, on garbage and recycling containers) 37% 40% 37% 32% In your local free entertainment weeklies (i.e. NOW Magazine in Toronto, See Magazine in Edmonton or Georgia Straight in Vancouver) 34% 27% 34% 38% On television 76% 82% 74% 73% On popular web sites or portals 61% 69% 64% 58%
43. Control = Challenge VS. 22.4% Going to Church, Synagogue or Mosque 35.3% Finding your own religion/defining your spirituality 74.8% Having a lifelong partner VS. 57.9% Getting formally married Topbox Results n = 1693 “ Ping” Quarterly National Study Summer 2008 – 14-34 year olds
50. New ways they look at brands… n = 1693 Canadian youth 14-34, Ping national survey, Spring 2008 topbox totals 12.5% A celebrity s endorsement of a brand may influence my opinion of that brand 24.8% I consider what other people think of me when I wear / use certain brands of clothing or products 38% I would choose a small / local brand over a large well-known brand (assuming similar price) 40.5% Brands help me make decisions on product purchases 57% I am loyal to my favorite brands 57.2% I will purchase a brand if it stands for something that I believe in 65.8% People place too much importance on brands
52. New factors joining the decision making matrix… n = 1693 Canadian youth 14-34, Ping national survey, Spring 2008 38.2% Consider products with reduced packaging 40.3% Consider if the company is Canadian 37.4% Consider buying in bulk to cut down on packaging topbox totals 29% Consider if an item was ethically manufactured 30.1% Consider buying organic-produced products when possible 30.3% Consider the general values of the company you get involved with or buy from 40.4% Consider buying products made from, or packaged in, RECYCLED materials 41.1% Consider buying products that are made of, or packaged with, RECYCLABLE materials 41.4% Consider buying locally-sourced and/or produced products when possible 47.1% Consider buying environmentally friendly products (contain no pollutants and no pollutants in manufacturing process)
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58. These new perceptions are only going to get stronger as young citizen-consumers mature
60. The Rise of the Creative Citizen Consumer Direct young Canadian (aged 14-34) participation in various cultural activities across the country aggregates down to approximately 15% 52.9% of Canadians aged 14-34 agree with the statement “graffiti is a form of art”; 22% disagree and 25% are on the fence coming in with “I have no opinion”.
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63. The Commoditization of Experience 51% of 14-34 year olds “typically save for a vacation or a special occasion”. On the face of it - a relatively benign statistic. However, when you consider that vacations and special occasions are, far and away, the number one most typically saved for items amongst this age group and that the next most “typically saved for” items are “technology purchases (i.e. computer, PDA, MP3 or DVD player, etc.)” , at 30.1% and “rent / food and other basics” , at 29.4%, then this figure provides a much more compelling picture of today’s emerging citizen-consumers. Saving up for a car, incidentally, lags behind significantly at 21%
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68. Is getting to know your local farmers really modern? You’re telling me at the end of the day a real, live person at the end of a customer service line can still make or break a brand relationship? Isn’t facebook just an updated photo album and public diary combined? MEET YOU AT THE BAR. Isn’t “crowd-sourcing” kind of how all companies are formed?
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