Young North Americans NowAn Overview of the Current Continental Youth Landscape

Presented to: CIPS / MicrosoftPresented by:Mike Farrell Partner and CSO, Youthography / Y SyndicateMay 2007

about youthography

• Founded in 1999, Youthography is North America's only full service research, strategy, marketing, promotion and creative agency dedicated exclusively to youth

• Youth market research, strategy and marketing• Plenty of research (quant and qual)

– We put ‘youth at the epicenter’– Access to over 2.5 million young Canadians through partner

databases (3 X that in USA and EU)• A lot of marketing

– ‘money where mouth is’ factor

company model

• We don’t offer one service and do it for everyone– We do the opposite: we do lots of things but for one distinct age

range (tweens, teens and young adults)• We respond to a market, rather than a product…• And thus put the young North Americans at the centre of everything

we do• Also, we’re immature

some of our clients

about youthography

• Working in both the private and public sector gives us a realistic perspective on all that young North Americans are doing, wanting, needing

• Appropriate for our discussion….

public? private?

• Now, more than ever, you all need to understand that effective marketing efforts (for HR, for government, for the NFP sector) have to work like successful private efforts

• Your “competition” for mindshare and transference of ideas is Nintendo Wii, Pepsi, Much Music, Kanye West, Borat and so on…

a very brief overview of their mindset

so…

ARE younger Canadians different than previous generations?

yes…

some important demographics

• 80% of them come from families with only 1-2 children at home• 60% of women work out of home• 67% of unmarried 20-24-year-olds live at home• 88% high school completion rate• 1 in every 2 young people (20-24) attending post-secondary school• More students working part-time and taking longer to graduate than

previous generation• Very immigrant-based culture (particularly in urban areas – Toronto,

New York, LA, Montreal, Vancouver, Miami)• 90% + have regular access to Internet

impact

• These demographic factors drive more youth trends than anything else…

…keep this in mind as we move forward

psychographics

• There is a prolonged pre-adult life stage• This is one thing you need to know…

psychographics

• Partially getting into adulthood earlier, but fully getting into adulthood later than ever…

• Average age of educational enrollment: <4• Average age of 1st menstruation: 11• Average age of 1st cigarette: 13• Average age of 1st intercourse: <16 • Average age at graduation: 26 (median 23)• Average age of 1st marriage: 29• Average age of 1st childbirth: 29

psychographics

• Compare those numbers to 20-years ago

• Average age of educational enrollment: <4• Average age of 1st menstruation: 12• Average age of 1st cigarette: 13• Average age of 1st intercourse: <18• Average age at graduation: 24 (median 22)• Average age of 1st marriage: 25• Average age of 1st childbirth: 26

psychographics

• Think about this: how old is someone who is on-line all the time, likes movies, has a cell phone and texts with it, is in school but working part-time, sort of knows what they want to do with their life, is unmarried, childless, drinks beer, has sex, lives at home, and smokes a bit of dope on some weekends?

Are they 15 or 25?

psychographics

Are they 15 or 25?

demographics psychographics

• Fewer siblings at home = reliance on friends• Single parent households = greater self-reliance• Staying longer at home / in school = longer “pre-adult” stage• Immigration = colour blindness and diversity• Internet access = tons of information, more universal cultural

context, less rural vs. urban divide

other psychographics

• Psychographic trending with youth in North America continues to show a group that puts high priority on:– Responsibility (to self and society)– Balance– Individuality– Pragmatism

• This is one thing you need to know…

Topbox results

1-5 scale

Canada USA

Being loyal to your friends 93.2% Keeping your word 87.3%

Keeping your word 92.9% Being loyal to your friends 84.3%

Developing new skills 90.9% Showing courtesy to others 80.7%

Showing courtesy to others 89.7% Having a lifelong partner 77.8%

Getting formally educated 88.9% Working hard 77.6%

Working hard 88.2% Having strong family ties 77.5%

Exploring new places 87.8% Developing new skills 77.1%

Having a healthy lifestyle 85.7% Planning for your financial future 76.1%

Finding things out for yourself 84.0% Having a lifelong career 76.0%

Having a lifelong career 82.8% Accepting responsibility for your actions

74.8%

Simply rate each of the following concepts, ideas or values in terms of their importance to YOUR LIFE

other psychographics

n=1480 “Ping” Quarterly National Study / Spring 2006 / 13-29 year oldsn=1693 “Ping US” National Study / Fall 2006 / 14-29 year olds

Topbox results 1-5 scale Canada USA

Being popular 20.3% 24.7%

Being known for the friends you hang out with 16.9% 23.3%

Being really famous 16.7% 17.2%

Risking life and limb 12.0% 14.1%

Getting drunk 8.9% 10.9%

Getting high / stoned 4.5% 10.2%

Simply rate each of the following concepts, ideas or values in terms of their importance to YOUR LIFE

other psychographics

n=1480 “Ping” Quarterly National Study / Spring 2006 / 13-29 year oldsn=1693 “Ping US” National Study / Fall 2006 / 14-29 year olds

translation?

• Young North Americans are:

• Increasingly self-reliant

• Increasingly independent and expressive

• Increasingly culturally aware

• Increasingly media aware

• Increasingly pragmatic

what they value

• Communication• Relationships• Information• Diversity• Empowerment

• And what sews it all together…Technology

technology ownership Technology Total %

Canada

Total %

USA

Desktop Computer 86.2 85.1

Digital Cable 32.9 42.5

Digital Camera 62.7 74.6

DVD Player 89.2 90.6

HDTV 7.6 13.6

High Speed Internet 80.7 74.6

Laptop Computer 41.1 49.8

PDA (i.e. Blackberry, Palm) 14.7 15.9

Plasma TV or LCD TV 7.9 17.7

Portable Gaming System 30.3 47.7

Portable MP3 Player or iPod 44.7 51.8

PVR 22.2 29

Satellite Television 20.6 25.3

Video Game Console 46.9 66.9

VoIP 6 10.8

n=1605, Canadian youth 9-29, Ping national survey, August 2005n=1962, American youth 9-29, Ping US national survey, Fall 06

technology ownership

• Young North Americans are extremely technology-enabled• Their tech ownership acts as a potent window into media

opportunities and new communication vectors• It also gives us a window into how important communication is to

them• All of this is currently in a state of almost perpetual transition

media in transitionculture in transition

media in transition

• There has never been such a huge shift in media habits as over the past decade

• This is the one thing you need to know…

media in transition

• Media exposure in an average day for youth:

video games

radio

school

movie theatres

public transit

billboards

bathroom stalls

internet

TVwild postings

mallmagazines

bus stop

newspaper

SMS

time spent with mediaAverage number of hrs per week Canada USA

9 to 13 14 to 29 9 to 14 15 to 29

Listening to the radio 4.94 5.12 3.48 4.87

Listening to online radio 0.72 1.25 0.79 1.42

Listening to satellite radio 0.43 0.30 0.38 0.97

Reading a daily newspaper 0.62 2.13 0.48 1.48

Reading a local weekly newspaper 0.40 0.75 0.18 0.64

Reading a magazine 1.80 1.45 0.8 1.57

Riding public transit 0.92 3.38 0.27 1.11

Using the Internet for news and entertainment 5.15 6.48 1.95 4.36

Using the Internet for work or studies 3.12 8.56 3.99 9.23

Using the Internet to communicate 4.77 9.48 2.86 7.48

Using the Internet to blog 0.82 1.45 2.04 3.75

Watching television 13.42 8.85 12.97 12.04

n=1417, Canadian Youth 9-29, Ping national survey, October 2005

n=1962, American youth 9-29, Ping US national survey, Fall 06

unprecedented!

• Incredible media saturation

• Remarkable media literacy

• Always known a multi channel universe

• Had the ‘Net’ as long as it’s mattered

• More advertising than ever before

• More sources of communication than ever

media in transition

• We need to look at advertising and culture in aggregate…

• …as there has never been such a huge shift in media habits as over the past decade

• This is the one thing you need to know…

media: the 3 Cs

1. Change: constant, regular change in forms of media from rampant technological change

2. Charge: consumers are in charge of when and how they interact with media

3. Challenge: consumers challenge the traditional top-down model of cultural creation

1. change

• Then (1980-1996):

– CDs, VHS, 30 Channels: little change in technology

– HMV, movie theatres, broadcast radio: traditional models of consuming culture

• Then to Now (1996-2006):

– CD to MP3, DVD, Gaming Consoles, All-in-ones

– Complete reversal in way culture is distributed

• Now:

– Huge speed of change is regular

– On-demand culture, with one device to rule them all

technology in transition

2002 2004 2005 2005 2006 2006

2. charge

• Then (1980-1996):

– TV, Movies, Music: someone else’s schedule, delivery devices, w/ little variety: little personal control, choice

– You have to watch commercials, be home at a certain time, use limited radio formats, go to a store, etc.

• Then to Now (1996-2006):

– Internet and digital culture changes everything

– Culture-on-demand!

• Now:

– Seemingly infinite choice of what to consume, when, how

– Control shifting from creators to consumers

3. challenge

• Then (1980-1996):

– Everything is top-down

– Corporate machine creates culture; youth absorb it

• Then to Now (1996-2006):

– “The Street” starts to drive and dictate trends

– Coolhunters and tipping points

• Now:

– Young people either directly create culture…

– …or set trends that the corporate world replicates

– First seen in fashion (as always) moved to music, film and television, marketing and on-line

…and they adopt it quickly

• Cultural Creation

– MySpace

– YouTube

– GarageBand

– Indie Movies

– Home-made TV, Movies

– Blogging

– SNL Digital Shorts

– Andy Milonakis

– wikipedia

3. challenge

• And they’re not just challenging content creation and delivery methods...

• The power they increasingly command via their PVR, iPod and cheap digicams is making them increasingly challenge ALL top-down models

• Corporate structure, government, organized religion, traditional cultural milestones are all under the magnifying glass now…

• …and seen as symbolic totems from another era to many youth and young adults

transition

top box result

Canada USA

getting formally married 63.5% 64.2%

vs.

having a lifelong partner 82.8% 77.8%

going to church, synagogue or mosque 24.8% 38.7%

vs.

finding your own religion/defining your spirituality

42.0% 43.7%

n = 1480 “Ping” Quarterly National Study / Spring 2006 / 13-29 year olds

n= 1693, American youth 14-29, Ping US national survey, Fall 06

so what does this mean?

they ARE a different generation

• Changing culture as we speak

• Incredibly:– well-informed– connected– empowered – open to new ideas– open to creating new solutions

In Control of Technology

In Control of the Culture

In Control as Consumers

impact on human resources

• You have to rethink the way you recruit and retain them…

impact on IT studies and human resources

Are you even on their radar?

– What is your presence in the secondary world? Is it stand-out or simply just there?

– Are your PR or communication campaigns employing the right media mix?

– Healthy mix of “mass” and “grass”

impact on IT studies and human resources

What’s the perception of your industry?– Look to pop culture for cues– Since they have not developed transferable skills they will feel “stuck”

in an industry– You need to show them the transferable skills learned as well as an

identifiable path to internal advancement

impact on IT studies and human resources

What’s the perception of your industry?– Think of your industry as a “brand”; young people sure do– Understand that corporate social responsibility is increasingly a key

“brand” criteria (environment and working conditions)

in fact…

• In a recent survey of 1,393 Canadians (aged 13–29) Youthography found that when asked how long they intended to stay in their current jobs, more than 80 per cent said they expected to be "outta here" within two years.

• Only 4 per cent reported that they had no plans to leave their current employers.

impact on IT studies and human resources

What will help to make them stay?– Flexibility– Skills development (over security)– Fair compensation– Fun atmosphere– Incentives / benefits (that fit their world)– Respect

impact on IT studies and human resources

Skills development is HUGE!– Want a diversity of experiences; focusing on stability but

increasing emphasis on new skills, new knowledge– Expect to be working at a whole range of jobs– Many have aspirations for owning own business (a good third

want that right away!)

Young Canadians, Technology and the IT IndustryA Topline Review

Presented to: CIPS / MicrosoftPresented by:Carolyn PetersQuantitative Supervisor, YouthographyMay 2007

Background of Study

• The discussion will be based on the results of a survey Youthography fielded in order to understand of Canadian students’ IT perceptions and attitudes as well as understand more about IT in the education system

• The survey on connections and experiences with technology was answered by 11th and 12th grade or Cégep students and 1st and 2nd year university or college students across Canada

• The questionnaire was split into four sections: first, a look at the students’ perceptions of technology; second, a look at technology in society; third, a look at technology in careers and finally a look at technology in their education system

• The final sample consisted of 1002 Canadians, with 559 females and 443 males– The students reflected Canadian census regional representation

What are students’ perspectives on technology?

Top 5 Technological Topics to Know About

Understanding the latest in technology

Surfing the Internet

YouTube

Gaming

Computer Programming

Most students think it is ‘cooler to be in the know’ about topics like music, movies, sports and fashion than technology, but understanding the latest in technology and surfing the Net top the list in the tech realm

Males and secondary school students are more inclined to think being smart about technology is cool. They also are more likely to say that ‘my friends think I’m cool’ when they talk about technology

• Overall, students are more interested in simply using computer applications than performing programming activities

• Males are the most avid programmers

Top 5 Areas of Interest in Computer Activities

Finding cool websites

Learning new software

Writing/reading blogs

Designing web pages

Creating computer games

Nearly ¾ of all students say that they have a positive to very positive relationship with technology – IT ‘rocks their world’

What are students doing on computers?

Top 5 Uses of Computers for Students %

Homework (essays/assignments) or research

98.1

Internet communication (i.e. email, chat, IM, VoIP, blogging)

95.1

Listening to music 87.5

Internet entertainment/downloading/videos/TV/movies/etc.

80.1

Downloading music 77.4

Computers are integral to a student’s life•Almost all Canadian students are doing their homework and research on the Internet, and they rely on their computer for communicating as well as listening to music•Over two-thirds of all students also use computers for entertainment, downloads, news, and playing games

There are some clear gender differences in computer usage – males are more into gaming and entertainment whereas females are into communicating and information seeking

Males vs. Females

Playing games

Watching DVDs

Building websites or games

Software programming

Job searching

Internet blogging

Web 2.0

Canadian youth are fully entrenched in the Web 2.0:

- 93% of 14 to 29 year olds have watched YouTube in the past month

- Notice the explosion of Facebook since it opened to the public

Students are very aware that we are entering Web 2.0 – though only 21% are aware of this term, 82% agreed that this is the new era of

the Internet when provided with a description.

About a third of Canadian students report having their own blog – this new trend has been adopted mainly by females and those in Ontario or Western CanadaThose who have their own blog currently have more than just one

Perceptions of Education

• Do students feel they are receiving a comprehensive and adequate education overall?

School preparing for career? (%)

Total

Gender Education Career Interest

Female Male SecondaryPost

SecondaryIT Career

Non-IT Career

Yes 48 49 47 39 60 45 50

Areas for improvement:1. Funding2. Quality of teachers3. Curriculum4. Technology resources5. Class sizes

Female students were twice as satisfied with technological resources as male students

Perceptions of school and teachers

How do students rate their school and teacher contribution (% Agree or Strongly Agree)

%

My teachers have excellent knowledge of the course material 68.5

I feel my teachers have the necessary professional training to teach my courses 64.2

I feel my teachers have done a good job explaining all the concepts in my classes 59.5

My teachers have inspired me to be innovative and creative 52.8

My school encourages students to develop technological/computer skills 41.9

My school has been very good at keeping students informed of new technological advances 28.0

Secondary students especially don’t feel that their school keeps them up to date nor feel encouraged to develop technological / computer skillsLess than half of secondary school students rated their school as good or excellent at bringing in new and diverse technology

Importance of Technology and Computers

The majority of Canadian students recognize the importance of technology and computers in their everyday life, career and especially their education

Importance of Technology (Top 2 Box Score)

Total Female Male IT Career Non-IT Career

Education 96.5 97.3 95.5 97.3 95.9

Everyday life outside of school and work

83.0 80.9 85.8 87.8 79.7

Career 89.4 88.7 90.3 93.2 86.8

Almost 92% of all students say that having experience in technology / computers is ‘somewhat’ to ‘very’ important in contributing to their career success

Technology in Education

• Do students feel they are receiving a comprehensive and adequate education in computers and technology in the following areas?

% Agreed or Strongly Agreed

Total

Gender Education Career Interest

Female Male SecondaryPost

SecondaryIT Career

Non-IT Career

Higher education

64 62 66 61 67 67 62

Career 61 64 57 59 63 57 63

Everyday life 58 56 60 53 63 58 57

Areas for improvement:1. Online access to course

materials2. More computers3. Wireless access4. Software5. Added hardware

26% of students interested in a career in IT feel online access is where schools can improve the most vs. 20% of non-IT interested students

Technology in Education – Non-computer classes

• Where are secondary students using computers / technology in other courses?

Course %

English 59.9

Social Sciences (History, Politics, Sociology)

52.7

Math 40.1

Physics 33.5

Biology 32.9

Chemistry 30.9

Geography 28.2

Students spend the most time on the computer when at home (vs. school or work)

Students are making use of computers mostly in the area of writing papers and researching online

Technology Education

• Where are students most learning how to use computers / technology?

Where do students learn about new technology

Total Female Male

At home - on my own 49.5 41.1 60.0

At home - from friends, family members, parents 33.9 40.6 25.5

At school - from teachers, courses 14.6 16.3 12.4

Other 2.0 2.0 2.0

Students are not learning about computers and technology at school – they are learning on their own or through friends and family

Male students have more of a tendency to learn on their own than female students

Technology in Careers

• While technology and computers are not top career choices for most students, it is not an option that is completely ruled out

– 27% said that a tech career was a viable option, with 40% of males saying it was an option

– 44% of all students said ‘maybe’ - that an IT career might be an option

Top 5 Choices for Females

Education

Medical and Health

Entertainment

Media

Social services

Though tech / computers is not the top choice for most students, most of the top career choices require knowledge and or expertise in technology and computers (i.e. management and medical/health)

Top 5 Choices for Males

Entertainment

Management/Business

Engineering

Education

High Tech/Computers

Importance of Technology in Different Careers

• The top 3 careers that students felt required technology to play a large role were computers, engineering and media

Top 5 Careers Where Technology Plays a Role

High Tech/Computers

Engineering

Media

Marketing/PR/Advertising

Financial/Banking

While business, health care and entertainment did not make the top 5 in terms of importance of technology, over 80% of students still felt that the role technology was important or very important to those careers

Bottom 5 Careers Where Technology Plays a Role

Entertainment

Travel and Tourism

Education

Law

Social Services

• While the vast majority of students felt that a career in IT would be somewhat or very rewarding, 41% said they would actually consider it– Just 29% of female students are considering a career in technology or

computers vs. 56% of males• The biggest draw for students is love of technology and “interesting work”

Reasons for interest in IT career (%)

Total Female Male

I love technology and computers 33.4 18.6 43.0

Interesting work 33.4 40.4 28.9

Lots of jobs available 12.9 19.3 8.8

The pay / salary 8.8 7.5 9.6

Ability to work abroad 7.6 11.2 5.2

Other 3.9 3.1 4.4

IT Career Interest

Why Not a Career In IT?

So why not a career in IT or computers?

• Almost a third of respondents feel it would be boring, while another 23% do not know anything about IT careers.

• Difficulty or pay are not big reasons for not being interested.

• Male students are also more likely to cite pay and job market than female students

Top 5 Reasons For Not Being Interested in a Career in IT (%)

Total Female Male

It seems boring 29.7 28.1 33.0

Don’t know anything about it 23.3 26.9 16.0

Want to go into a different field 16.9 16.8 17.0

Not interested 11.8 12.6 10.3

Too difficult 9.3 10.1 7.7

Female students are much more likely to not know about careers in IT or computers than male students

Women and Technology

• Women understand the importance of technology in their everyday lives and in their future careers

• They may not want to specialize in a computer or IT career, but they embrace technology and it is a part of their lives

– Communication, entertainment, research

• Although women may not want to enter into careers in IT they still feel computers and technology have an important role in their lives and careers

IT or Computer Courses for Another Career

• Over a third of students who are not interested in an IT career would take a computer related course to help them another career– Technology and computers are highly valued among most

career choices and students expect their employers to keep up to date with latest technology

• The top 3 areas of where students felt computer skills would be beneficial: basic Office software, mobile technology and video/multi-media

Student Perceptions of Tech Industry

• Almost half of all students feel that the technology or IT industry is a leader in innovation

Males vs. Females

Most males felt that technology or IT led the pack

• those that did not were most likely to find that biotech/energy was the field that led in innovation

Female students who did not think technology or IT led in innovation thought that the Health/Medical field led the pack

Synopsis

The incredibly technology-infused culture and mediasphere of young Canadians is NOT being commensurately reflected in desires to continue on in the IT industry proper

Synopsis

• Three key areas to focus in on include:– Increasing the role that secondary education can play as

advocates of the industry (right now, it’s simply not up to snuff as a source of technology advances information and passion for the industry)

– Females are particularly isolated in this regard (there could be a bit of a gender stigma still to deal with, though we see that changing culturally)

– Industry needs to act like a brand and strive to be relevant and resonant (right now stigmas continue to dog it; in particular, it’s seen as “boring” and there is a diminished sense of opportunity overall)

Discussion