C Byouth Presentation V4

© Colmar Brunton 2010 1

Striving for leadership in knowledge on youth culture in NZ


Background

9 year veteran of youth research

Agencies, leading brands and SOE’s


17% of the 18-24 group are ASIAN

19%

of

the

15-1

7

gro

up

are

M

aori

908,120 Kiwi’s aged 15 - 29

50

.5%

Male

4

9.5

Fem

ale

18-2

4

BIG

GES

T

SEG

MEN

T

48%

21%

15 –

17 y

ear

old

17% of the 18-24 group are ASIAN

19%

of

the

15-1

7

gro

up

are

M

aori

Census 2009 data


Free stuff


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 third of Gen Y are playing on their mobile for 11 hours+ a week

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


Favourite ad…

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

1

1

7%

11%

2 3 4 5

3% 3% 3% 3% 3%

2 3 4 5 6

5% 5% 4% 3% 3%

6

3%


Light reading


The not so free stuff


QUAL……….CByouth Style

QUALCByouth

Style


QUAL

PLAN

OUTPUTSWHO

DECISIONSUCCESS

EVOLVE

DOWNLOADMEANING

GO DEEPERSUCCESS

IMMERSE

5 CLIENTS8 AGENCY

2 RESEARCHERS

6 TARGETS1 WILD CARD


QUANT

Current Flybuys and CBclique panel is good enough

Student Job Search partnership provides in excess of 100,000 students

Strongest youth research panel in the country


DIFFERENT

Q-txt is Colmar Bruntons simple yet effective and economical research tool

It doesn’t get anymore GenY than this…

In situ feedback on in store display / experience or service experience

Immediate decision making information at POS or based on service experience

Fresh and

immediate –

results can

be acted on

quickly

Text based survey system designed to provide feedback and opinion in real time


SUMMARY

CByouth is a unique department within the larger, older structure of Colmar Brunton.

It provides the breadth of Quant, the depth of Qual and a dedicated focus on youth issues and the environment that impacts on youth.

Sometimes we do things a little different because we can, sometimes we do things ‘old school’ because they work….most of the time we mash it up to get the best result for our client


For further information please contact:

Spencer Willis, Director – Youth Insights

Colmar Brunton, a Millward Brown Company

@cbyouthnz

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


Important InformationMarket Research Society of New Zealand [MRSNZ] Code of Practice

Colmar Brunton practitioners are members of the MRSNZ are obliged to comply with the MRSNZ Code of Practice. A copy of the Code is available from the Executive Secretary or the Complaints Officer of the Society.

ConfidentialityReports and other records relevant to a Market Research project and provided by the Researcher shall normally be for use solely by the Client and the Client’s consultants or advisers.

Research InformationArticle 25 of the MRSNZ Code states:

a. The research technique and methods used in a Marketing Research project do not become the property of the Client, who has no exclusive right to their use.

b. Marketing research proposals, discussion papers and quotations, unless these have been paid for by the client, remain the property of the Researcher.

c. They must not be disclosed by the Client to any third party, other than to a consultant working for a Client on that project. In particular, they must not be used by the Client to influence proposals or cost quotations from other researchers.

Publication of a Research ProjectArticle 31 of the MRSNZ Code states:Where a client publishes any of the findings of a research project the client has a responsibility to ensure these are not misleading. The Researcher must be consulted and agree in advance to the form and content for publication. Where this does not happen the Researcher is entitled to:

d. Refuse permission for their name to be quoted in connection with the published findingse. Publish the appropriate details of the projectf. Correct any misleading aspects of the published presentation of the findings

Electronic CopiesElectronic copies of reports, presentations, proposals and other documents must not be altered or amended if that document is still identified as a Colmar Brunton document. The authorised original of all electronic copies and hard copies derived from these are held to be that retained by Colmar Brunton.

Documents

C Byouth Presentation V4