Money, Trend-watching, The ‘Cool’ Factor and Questioning Value

A CB Youth Presentation

Husband/PartnerMyself

My baby/childBest friend

PetJesus

Flatmate

Mum

A musician/artist I’m into right now

An actor/celebrity I’m into right now

Brother

Female family friend

Dad

Sister

Male family friend

A teacher, priest or other community figure

Grandparent

Other male family member

Other female family member

Other (please specify)

15%

12%

10%

7%

7%

6%

5%

4%

3%

2%

1%

1%

26%

2Base: Total Sample (n=220)Q8: Who is the coolest person in your life right now?

26%

Mum is the coolest person, while Dad is the sixth coolest. Musicians/artists/actors celebrities, brothers and females family

friends also make the top 5.

$100,000+$90,000$80,000$70,000$60,000$50,000$40,000$30,000I'm already over 30

0%

10%

20%

22%

5%

18%

15%

20%

13%

5%

1%1%

3Base: Total Sample (n=220)Q5: What salary do you expect to be earning when you are 30?

Most expect to be earning between $60,000 to $100,000 by the time they are 30…22% are dreaming!

Conversations with others appear to be the most common method of catching up on current affairs for youth, closely followed by Social Media posts on Twitter, Facebook

etc…Essentially current affairs has become user generated.

71%

65%

44%

41%

31%

30%

25%

22%

20%

18%

14%

11%

5%

5%

5%

4Base: Total Sample (n=220)Q6: How do you get your updates on current affairs and news? Please select as many as apply

Conversations with other people

Social media posts on Twitter, Facebook etc

Watch or read news online daily

Watch news on TV, not daily but more than twice a week

Watch or read news, not daily but more than twice a week

Listen to the radio for news and updates, not daily but more than twice a week

Watch news on TV daily

Read someone else’s or a free copy of a newspaper, not daily but more than twice a week

Read someone else’s or a free copy of a newspaper daily

Listen to the radio for news and updates daily

Rely on email updates from newsletters, sites, RSS feeds etc.

Watch or read news using my smartphone, not daily but more than twice a week

Buy and read a print newspaper daily

Watch or read news using my smartphone daily

Buy and read a print newspaper, not daily but more than twice a week

The ability to access knowledge, validated by friends and followers at the swipe of a finger….while not doing any damage is the trend for 2012

5

Base: Total Sample (n=220)Q7: www.trendwatching.com is the world’s most visited source for consumer trends and insights. 2012 ‘Trend Predictions’ according to trendwatching.com include a raft of ideas. We’ve selected a few and would like you to select the 2 you feel are most relevant or likely to be the most relevant here in NZ

Eco The quest for a more sustainable

society. Green and Eco-friendly products will be mainstreaming

36%

The power of knowledge We will know more than we ever did. We will be able to track our own health, touch screens in stores and on the streets will tell us about things, mobiles mean we can search the best deals immediately, location based apps will allow us to see where our friends are. We will have the ability to know whatever we want.

Screen culture

Get ready for a world where

consumers will be incessantly

touching, swiping, pinching and

tapping.

Price Pricing in 2012 will be more

transparent, fluid, complex and personalised. There will be dynamic

discounts where prices change throughout the day and are

personalised to suit a customer type or member.

25%

MobileA mobile tipping point

where the mobile phone is at the centre - It’s about social media,

real time, location-based and instant

gratification rewards, which all become

achievable and expected.

HonestyBrands being honest and admitting flaws ‘flawsome’ and demonstrating a ‘human touch’.

36%

26%

25%

The F-Factor Where consumer decisions are decided by tips from friends, fans and followers – what other people say about something will be more powerful than what a brand says about itself.

19%

Don’t know

8%

15%

Best TVC of 2012 (so far ) is……

Drink driving/Ghost chips/legend

Lotto/Wilson Lotto Ad

Sky Ad/My Sky/My happy place

Mitre 10/Mitre 10 ad with boys

Don't know/haven't watched TV lately

Other

16%

4%

3%

2%

51%

24%

6Base: Total Sample (n=220)Q11: What has been the best ad on TV in the last 6 months and why?

Musician would love to see in 2012

7

Taylor Swift

Lady Gaga

Adele Florence and the Machine

Coldplay Six60

Katy Perry Radiohead Linkin Park Bruno Mars

Beyonce Metallica Jessie J

LMFAORed Hot Chilli

Peppers Kanye West Deadmau5

Base: Total sample (n=220)Q3 What is one band or musician you’d love to see in 2012? (By ‘love’ we mean you would definitely do everything in your power to see them)

Brand would have tattoo on rear for $10k

8Base: Total sample (n=220)Q4 Hypothetically, what Brand’s Logo would you accept $10,000 to have tattooed on your butt?

41%

36%

7%

5%

5%

3%

3%

Base: February 2012. Total Sample (n=520)

What is your current living situation?Q= significantly higher/lower than previous wave

• The proportion of first years living with parents is significantly higher than those in other year. However, the proportion living in a shared flat is significantly lower.

Of those who have changed their living situation:• Most are now living in a shared flat• The proportion of those living with parents is significantly

lower than total• The proportion of those living in a hostel/student digs is

significantly higher than total

• Those who buy their favourite brands more often than not are less likely to be living in a shared flat

− Flatters are more likely to have yellow stickers, discounts and budget items as their primary influencers as they cannot afford to always be buying their favourite brands

• Of those living in a hostel/student digs, the proportion of those more concerned with enjoying the moment and don’t consider price too much is significantly higher

Living in a shared flat

Living with parents

Living with partner flatting situation

Living with partner

Living in a hostel/student digs

Living alone

Other

Brand loyalty changes with living situation...a student is not always ‘just a student’

49% 46% 5%

(6-7) Very happy (3-5) OK (1-2) Not Very Happy

Just under half are very happy with where they live, and just under half are okay with it. Only 5% are ‘not very happy’ with where they live.

Q How happy are you with where you live?

Base: February 2012. Total sample (n=520)

Mean

5.2

The mean happiness score is significantly lower for those who live in

Christchurch

It is also lower for those who specified that having more shops/stores would

increase their happiness score

Things youth believed have the most potential to increase their happiness with where they live are cheap entertainment, improved part-time job prospects and

improved transport.

Q What factors could potentially change your score to a more positive one? Please choose up to three of the options below.

Base: February 2012. Total sample (n=520).

Cheap entertainment/things to do

Improved part-time job prospects

Improved transport

Improved work experience opportunities

Better entertainment/places to go to

Improved full-time job prospects

Less crime

More shops/stores

Improved networking opportunities

None of these

41%

41%

36%

29%

28%

23%

17%

15%

14%

8%

The proportion of final year students and the proportion of those living with a

partner are significantly higher than any other year level when it comes to believing

that improved full time job prospects would improve their happiness scores

Those living in Auckland and Wellington are more likely to believe improved transport would increase

their happiness score, while the proportion of Christchurch-residents with this belief is

significantly lower

Those in Christchurch are also less likely to believe improved part time job prospects would improve their happiness score. They are instead more concerned with having cheap entertainment/things

to do.

The proportion of those who believe “improved transport” would improve their happiness score is significantly lower for Hamilton than for any other place. Hamilton residents instead believe lower crime would improve their

happiness score.

31% of students polled say they try to stick to their favourite brands – understanding brand love could be worthwhile

28%

31%

4%37%

Q Thinking about grocery shopping, please select the statement which best applies…

Base: February 2012. Total sample (n=520).

Yellow stickers, discounts and budget items etc. tend to be the

primary influencer when it comes to purchasing grocery items

because I cannot afford to always be buying my favourite brands

I buy what I like first and foremost and generally don’t get distracted

by discounts

I have my favourite brands and try to buy them more often than

not, but I often get influenced by really good

deals

Yellow stickers, discounts and budget items etc tend to be the primary influencer when it

comes to purchasing grocery items because I don’t have any preferences brand-wise

Those for whom yellow stickers and budget items are the primary

influencer because they cannot afford to always be buying their

favourite brands are less likely to be living with parents and more

likely to be living in a shared flat.

One half are extremely price conscious, whatever type of shopping they’re doing, while one fifth are pretty relaxed in supermarkets and more price

conscious around other types of shopping. Only 7% are more concerned with enjoying the moment and don’t consider price too much.

Q Which of the following best describes your ‘shopping philosophy’?

Base: February 2012. Total sample (n=520).

50%

20%

14%

9%

7%

I’m extremely price conscious whatever type of shopping I’m doing, from grocery to clothes

I’m pretty relaxed in supermarkets and more price conscious around other types of shopping

I’m extremely price conscious in the supermarket and less so in the mall / high street stores

I’m extremely price conscious in the supermarket and less so in the mall / high street stores

I’m more concerned with enjoying the moment and don’t consider price too much

Those in the final year of their degree are

significantly more extremely price conscious, whatever type of shopping

they’re doing.

The proportion of those who use a standard phone as their main phone is significantly lower than in November 2011, while the proportion of

those who use a smart phone as their main phone is significantly higher

Q

44%54%

2%Smart Phone

Standard Phone

Base: February 2012. Total Sample (n=520)

What type of mobile phone do you currently use as your main phone?

Other

= significantly higher/lower than previous wave

53%

47%

…however, those who still use a standard phone as their main phone are still not willing to forego smartphone-like capabilities, with over half

using a standard phone with internet capabilities

Base: February 2012. Respondents who use a standard phone as their main phone (n=279)

Q What type of mobile phone do you currently use as your main phone?

LOL Standard Phone - Text/call only

Standard Phone - Internet Capabilities

Just over half of smart phone users are using Androids, while a third are using iPhones. Only 2% are using a Blackberry.

Q What type of mobile phone do you currently use as your main phone?

Base: February 2012. Respondents who use a smart phone as their main phone (n=227)

56%

33%

2%

9% Android

iPhone

Blackberry

Other

Nokia 5800, 560, N97, E63

Windows

Samsung

LG G300

Maemo 5

LG KM900

• The proportion of those who use their mobile phone for banking, social media, Apps and Internet browsing is significantly higher for those who use an iPhone as their main phone and significantly lower for those who use a standard phone with Internet capabilities.

• The proportion of those who use their mobile phone for Apps and Internet browsing is significantly higher for those who use an android smartphone as their main phone.

• The proportion of those who have used a tablet regularly in the last 3 months is significantly higher for those who use an iPhone as their main phone and significantly lower for those who use a standard phone for text/call only.

© Colmar Brunton 2012 17

The proportion of those who think about recycling but have not really changed their

behaviour towards the environment has increased significantly since November 2011.

What’s been your general behaviour around doing environmentally friendly things?

Base: February 2012. Total Sample (n=520)

Q

22%

73%

5%

I care a lot about the environment and I’ve

consciously gone out of my way to do whatever I can to be

environmentally friendly

I do think about it and I’ve recycled, but I’ve not really

changed my behaviour or done anything different

I haven’t thought about it and haven’t done anything particularly environmentally friendly

= significantly higher/lower than previous wave

I’ve been checking in and seeing what’s going on, but I haven’t really been participating/con-

tributing

I’ve actively been reading and posting messages this month

and am fully involved in at least one social media site

I’ve rarely checked in and am not actively involved in any social

media site (if at all)

47%45%

8%

Social Media involvement is rather polarising, with just under half checking in but not really contributing, and just under half actively reading and posting messages.

Only 8% are not actively involved in Social Media sites.

In terms of Social Media, please select the statement that describes you best

Base: February 2012. Total sample (n=520)

Q

19

Thanks…..now back to business