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Here is the BIMA presentation we facilitated and part presented at Social Media Week London 2014. We discussed how to engage 3 distinct youth segments through digital and social media and the state of digital skills in the UK today.
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Youth social media &digital engagement
BIMA Exec at Hot100 2014
Hello! Andrew Natalie Tiffany
What challenges do you have
reaching young people digitally?
Image credit: Scott Macklin: www.mcdm.uw.edu
How NOT to be annoying
Superheroes have changed
Three distinct categories of
digital natives*
Generation Y (Born early 80s, Now 27-34y)
– used it more collaboratively to share thoughts and appreciate others
Generation C (Born 88-93, Now 21-26y)
– use social media more expressively to earn respect
Generation Z (Born after 95, Now up to 19y)
– Mechanism to pursue their own interests
Gen Y
Gen C
Gen Z
Digital Skills Crisis
BIMA Digital Day
Insights
Best use of channel vs task
Seamless use of physical and digital
Appreciation for all devices
Inherently creative
Me, You and Us
Keep Out
Inherently social
Cultural references span decades
Brand intelligence
Celebrity integration
Generation
At Amaze we had a simple idea…
Take a small group of 10 to 15 year olds and study them for 5 years.
Not a snapshot.
Not a large, one off quantitative study.
But a long term study in digital ethnography.
The Amaze Generation are tomorrow’s society shapers.
They are digital natives - digital is so normal it is like the air that they breathe.
Today’s technological change is part of their lives – it’s unremarkable; they adopt it and change it at will.
But how is it changing them and how will they, in turn, change society?
We talk to them about…
Social, culture, relationships, consumerism, learning, etiquette, knowledge sharing, communication, relaxation, motivation
Methodology
Started winter 2010
Following a group of twenty 10 to 15 year olds
Annual base level surveys for year on year comparison
Annual topic specific research
Ad hoc subject specific research
Face to face interview; Surveys/ questionnaires; Focus groups; Observation; Targeted research
Research Themes
2010 - Initial findings
2011 - Social media and Privacy
2012 - Ownership and possessions
2013 - Attitudes towards online shopping and social networks
Insights
Facebook is still popular the site’s popularity appears to have reached a plateau, as the group reveals how it is using the site ‘a lot less’ than 12 months ago.
“there will be very minimal stores as most shopping will be done online due to people being lazy and thinking it’s easier to do it at home. There will be lots of fashion stores around and expensive designers.”
This savvy, technologically connected age group are clear about what they want – ease of use, convenience and choice.
…the group uses technology as an easy way to share and decide what to buy, even when purchasing in-store…
…clear, rational, unsympathetic view towards store closures …. little loyalty towards traditional retailers. “people shop online because it is more convenient” …“nobody can afford to buy stuff that isn’t absolutely necessary.” One participant sums up the group view: “Even though I rarely actually bought anything from there [HMV] I enjoyed browsing.”
Make it happen
As an industry to learn more about young people we
need to engage more with young people.
Links, apprenticeships, interns, placements etc.
Opportunities for 121 interaction and research
No one’s going to do it for you
Call us tomorrow and go to a school on October 8th
www.bimadday.org.uk
Digital Education
What can you do?
@BIMA
Thank you!
