Youth Perspectives 2003

Youth Perspectives 2003


Identifying the Tribes


William Pitt, the Younger

The youngest Prime Minister on record, winning the post at the age of 24 in 1783

The youngest Prime Minister on record, winning the post at the age of 24 in 1783

Entered Cambridge at 14 years of age and Parliament when he was 22Entered Cambridge at 14 years of age and Parliament when he was 22

Remembered for his tough policies against corruption, fiscal reform, shifting power towards the House of Commons and the union with Ireland

Remembered for his tough policies against corruption, fiscal reform, shifting power towards the House of Commons and the union with Ireland

George Armstrong Custer

Custer became the youngest general in the Union army in June 1863 at the age of 23.

Custer became the youngest general in the Union army in June 1863 at the age of 23.

He is remembered as a hero of the “last stand” at the Battle of Little Big Horn.He is remembered as a hero of the “last stand” at the Battle of Little Big Horn.

Started Microsoft with his childhood friend Paul Allen in 1975 when he was 20 years old

Started Microsoft with his childhood friend Paul Allen in 1975 when he was 20 years old

Bill Gates

Ellen MacArthur

Sailed alone Sailed alone around Britain at around Britain at the age of 18the age of 18

Completed the Completed the Vendee Globe 2000 Vendee Globe 2000 race at the age of race at the age of 24: 100 days alone 24: 100 days alone at sea.at sea.

It’s not just 18-26 year olds who are young…

It’s not just 18-26 year olds who are young…

2 million people aged 27 or over are interested in extreme sports

2 million people aged 27 or over are interested in extreme sports

GB TGI 2003 Summer (April 2002-March 2003)

Adults aged 27 or over consume 53% of the total volume of alcoholic carbonates

drunk in Great Britain

Adults aged 27 or over consume 53% of the total volume of alcoholic carbonates

drunk in Great Britain


59% of people who go clubbing are aged over 26

59% of people who go clubbing are aged over 26


AGEAGE TRIBESTRIBES

Tribal DemographicsTribal Demographics

What does 18-26 mean?

There are 6.3 million 18-26 year olds in Great Britain. The things common to all of them are: • They have left school (although may still be in education)• They are able to drink legally• They can all vote

There are 6.3 million 18-26 year olds in Great Britain. The things common to all of them are: • They have left school (although may still be in education)• They are able to drink legally• They can all vote


18-26 Year Olds by Social Grade

C2DE

2.9 million

C2DE

2.9 million

ABC1

3.4 million

ABC1

3.4 million


Motivation and Aspiration18-26 and ABC1 Index• I consider myself interested in the arts 125

• My work is a career not just a job 122

• I am interested in different cultures 116

18-26 and ABC1 Index• I consider myself interested in the arts 125

• My work is a career not just a job 122

• I am interested in different cultures 116

GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26Base: 18-26

18-26 and C2DE• I find it difficult to say no to my kids 140

• A woman’s place is in the home 129

• I’ll never get used to computers 126

18-26 and C2DE• I find it difficult to say no to my kids 140

• A woman’s place is in the home 129

• I’ll never get used to computers 126

Clothes Shopping

60

70

80

90

100

110

120

130

140

FrenchConnection

House ofFraser

Gap H&M Littlewoods

ABC1

C2DE


Ind

ex

Attitudes to Advertising

60

70

80

90

100

110

120

130

Advertising onlygenerates

superfluous needs

Nearly all TVadvertising annoys

me

I find advertising awaste of my time

On television Ienjoy the advertsas much as the

programmes

18-26 and ABC1

18-26 and C2DE


Ind

ex

TGI Lifestage

• TGI Lifestage is a classification based on household composition

• It divides the GB population into 12 groups, which provide a clearer explanation of lifestage than basic demographics.

• TGI Lifestage is a classification based on household composition

• It divides the GB population into 12 groups, which provide a clearer explanation of lifestage than basic demographics.

18-26 Year Olds and Lifestage


Flown the Nest

Non-standard Families

Nest Builders

Fledglings

Primary School Parents

Playschool Parents

Fledglings

Account for 2.5 million 18-26 Year Olds

Group is defined as:Not married and don’t have a son or daughter; living with own parents


Group is defined as:Not married and don’t have a son or daughter; living with own parents


Playschool Parents


Group is defined as:Live with son or daughter and youngest child is aged 0-4


Group is defined as:Live with son or daughter and youngest child is aged 0-4


Lifestage Groups Expenditure

20

40

60

80

100

120

140

160

180

Spent £1,000plus on

holidays inthe last 12

months

Spent £300+on DIY in the

last 12months

Spent £200+on VideoGames or

Systems inthe last 12months

Spent £8,000+on a Car

Spent £50+ onLingerie inthe last 12

months

Fledglings

PlayschoolParents


Ind

ex

Lifestage GroupsConsumption Habits

0

20

40

60

80

100

120

140

160

Eaten at BurgerKing

Pre-mixed spirits- heavy

Bottled lager -heavy

Trying to give upsmoking

Visited Spain inthe last 12

months

Fledglings

Playschool Parents


Ind

ex

Lifestyle - Fledglings

I loathe doing any form of housework

I loathe doing any form of housework


My car should attract people’s attention

My car should attract people’s attention

Home décor is of no

particular interest to me

Home décor is of no

particular interest to me

I leave the financial arrangements at home to

someone else

I leave the financial arrangements at home to

someone else

A designer label improves a person’s image

A designer label improves a person’s image

Lifestyle – Playschool Parents

There’s little I can do There’s little I can do

to change my lifeto change my life

I always buy the brands my I always buy the brands my children preferchildren prefer

I like to take holidays in I like to take holidays in Britain rather than abroadBritain rather than abroad

When shopping I When shopping I budget for every budget for every

pennypenny


Finance

Playschool Parents:(+) I like to pay cash for everything I buy(+) I spend money more carefully than I used to(-) I look for profitable ways to invest my money

Playschool Parents:(+) I like to pay cash for everything I buy(+) I spend money more carefully than I used to(-) I look for profitable ways to invest my money


Fledglings:(+) I tend to spend money without thinking(-) Consult financial advisers(+) I’m interested in financial services advertising

Fledglings:(+) I tend to spend money without thinking(-) Consult financial advisers(+) I’m interested in financial services advertising

Costa Coffee

40

60

80

100

120

140

160

Fledglings 18-22 23-26 PlayschoolParents


Ind

ex

Tribal ValuesTribal Values

Life Values

Schwartz’s model of universal values (1992) Schwartz’s model of universal values (1992)

Values priorities established on two fundamental dimensions

The key dimensions

Adventure & Exploration


Self Interest & Image


Safety & Conservatism


Conscience & Spirituality

Conscience & Spirituality

The 9 SegmentsAdventure & Exploration






Conscience & SpiritualityConscience & Spirituality

MotivatedMotivated

MaterialistsMaterialists

ExperiencersExperiencers

Comfort zone dwellers

Comfort zone dwellers

VirtuousVirtuous

UtopiansUtopians

TraditionalistsTraditionalists

IndependentsIndependents

Motivated – 25%Motivated – 25%

Materialists – 18%Materialists – 18%

CZDs – 8%CZDs – 8%

Traditionalists – 4%Traditionalists – 4%

Virtuous – 3%Virtuous – 3%

Utopians – 6%Utopians – 6%

Independents – 11%Independents – 11%Experiencers -18%Experiencers -18%

18-26 Year Olds and Life Values

Indifferent - 7%Indifferent - 7%

GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003)

Motivated – 25%Motivated – 25%

Materialists – 18%Materialists – 18%

Experiencers -18%Experiencers -18%



CZDs – 8%CZDs – 8%

Traditionalists – 4%Traditionalists – 4%

Virtuous – 3%Virtuous – 3%



Motivated

• I like to have control over people and resources

• I want to get to the very top in my career

• It’s important that my family thinks I’m doing well

• I like to have control over people and resources

• I want to get to the very top in my career

• It’s important that my family thinks I’m doing well

GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003) Base: 18-26Base: 18-26

Experiencers

• I like taking risks

• I like to drive fast

• I have a keen sense of adventure

• I like taking risks

• I like to drive fast

• I have a keen sense of adventure


Materialists

• Money is the best measure of success

• A designer label improves a person’s image

• I don’t want responsibility, I’d rather be told what to do

• Money is the best measure of success

• A designer label improves a person’s image

• I don’t want responsibility, I’d rather be told what to do


Lager Consumption

70

80

90

100

110

120

130

140

Experiencers Motivated Materialists

Stella Artois

Heineken


Ind

ex

Lager Consumption

70

80

90

100

110

120

130

140

ABC1 C2DE

Stella Artois

Heineken

GB TGI 2003 Spring (Jan 2003-Dec 2003) Base: 18-26Base: 18-26

Ind

ex

Media Consumption

60

70

80

90

100

110

120

130

140

Heavy TV Heavy Internet Heavy Cinema HeavyNewspaperReadership

Heavy PosterExposure

Heavy Radio

Experiencers

Motivated

Materialists


Ind

ex

Attitudes to Advertising

80

90

100

110

120

130

On television I enjoy theadverts as much as theprogrammes: Any Agree

I find TV advertisinginteresting and quite oftenit gives me something to

talk about: Any Agree

Advertising helps mechoose what I buy: Any

Agree

Experiencers

Motivated

Materialists


Ind

ex

Music preferences


Experiencers:

Indie, House / Garage / Dance

Motivated:

R&B / Swing, Reggae / Ragga

Materialists:

Chart / Mainstream, Pop / Boy and Girl Bands, Reggae / Ragga,

International TribesInternational Tribes

Life ValuesInternational Comparison

%% GBGB GermanyGermany

ExperienceExperiencersrs

1818 2121

MotivatedMotivated 2525 1717

MaterialistMaterialistss

1818 1414

CZDsCZDs 88 66

TraditionaliTraditionalistssts

44 33

VirtuousVirtuous 33 44

UtopiansUtopians 66 88

IndependeIndependentsnts

1111 1515

IndifferentsIndifferents 77 1212TGI + Life Values Base: 18-26Base: 18-26

ChinaChina

1515

1919

1212

88

77

66

99

1313

1313

MexicoMexico

1515

1212

1010

99

88

99

1010

1515

1212

ExperiencersOwnership of Nike Trainers (Index)

118118

113113101101

115115

TGI + Life Values Base: 18-26Base: 18-26

In Summary

Age is a dying concept...Age is a dying concept...

Nobody likes a smart arseNobody likes a smart arse

…and tribes are the new reality…and tribes are the new reality





Documents

Youth Perspectives 2003