UK’S YOUTH TODAY

fahmina

Tribes in UK today

GROUPS

ASPIRANT MAINSTREAM

Aspirant Mainstream kids will spend money just to get “the look”, the music and the lifestyle. The image and style they are trying to achieve are expensive!

STATISTICS

• 19% admitted to going to alteast ‘one music festival every year’, which was slightly more than the average age range of 16 to 24s (15%)

• 24% said they talk about TV programmes with my friends compared to the 34%

MAINSTREAMThese are seen as the people who are most probably just turned a teenagers. The Townie and Chav subsets are among the most visible around Britain and entry requirements are extremely low! If u like chart music, TV and the old alcohol- you in there!

STATISTICS

• This group are not very interested in “seeing the world”

• Children is very important to this group

• 34% of this segment state they love “spending time with my family” slightly more than then the total 16 to 24s (31%)

URBAN

Urban music is seen to be the most persuasive genre in popular music. Members of this segment are close to one of the biggest culture signifiers in the youth market. However looking at the market on a bigger scale, Urban only make-ups a small segment.

STATISTICS

• These people usually mix different fashions to create their own style.

• Agreed they “really enjoy sport” more than any other group

• The were on average double the times drunk at home compared to 16 to 24year olds (8%)

ALTERNATIVE

An enthusiasm for indie fashion and band culture is now almost a must in the making of middle class teens

STATISTICS

• These people openly agreed that “they like to share music with my mates” (more often then the other groups)

• They loved going to gigs more than any other group (47% compared to the 29% of 16 to 24 year olds)

• Only 9% had ‘high powered jobs’ as ‘very important to their future’ contrasting negatively with the total 16% for all 16 to 24s

LEADING EDGE

This segment are the smallest in comparison to all the other groups in the youth market. However these tribes use fashion from across the board and are the main influence over the other groups like the Young Alts. However, leading edge tribes are hard to manipulate.

STATISTICS

• 25% agreed they most definitely “watch more TV on my computer these days” compared to the 19% of among all 16 to 24s

• These lot are prepared to pay extra for good quality wine

• 20% believed that heavy drinking is more harmful that taking drugs

OUR TARGET AUDIENCE

When going through all the

segments which are present in in

the UK and reading all the briefs it

shows me that our target audience is

the ALTERNATIVES. Within this group there were niche markets which

followed our music genre. These were the young alts and

skaters.

Young altsThey love a lot of mainstream fashion and music. The young alts make up for a large safe and non-judgemental Tribe in which experiments with all of the styles.

SkatersThese people are influenced by skateboarding and a mid-point between extreme spots and urban culture. These people most usually baggy and loose clothing.