FBIQ: Coming of Age on Screens

Real Life. Real Insights. Real Action.

03| 02

THE THREE TRIBESToday’s youth can be broken down into three groups.

FOBO IS THE NEW FOMOFor young people, connectivity is like oxygen and using the internet comes as naturally to them as breathing. Many young people actually suffer from a fear of being offline.

SOCIAL MEDIA IS SOCIAL GLUESocial media makes young people feel more connected to each other – it’s also a

window for them to develop a greater understanding of, and closeness with, the world.

Forward-looking and socially conscious. Sophisticated users of social media but less engaged with brands

72% of young people can’t leave the house withouttheir mobile phone

57% would prefer to give up their TV than their phone

87% of young peopleown or use a smartphone

45% of young people on average feel lost without social media

59% feel closerto the people they know as a result of social media

61% agree social media makes them feel part of a wider community

THREE THINGS TO REMEMBER ABOUT YOUNG PEOPLE TODAY

Confident digital natives who are passionate users of social media and highly engaged with brands

Young adults with a growing world awareness. Social media helps them maintain relationships and brands re-enter their lives as income grows

OPTIMISTS (13-15) EXPLORERS (16-19) REALISTS (20-24)

66% agree social media makes them feel more up to date with the world

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The future is mobile.

Connected devices and the mobile internet are radically transforming the way people behave. Mobile phones, tablets and even wearable technology are resulting in large parts of our lives being conducted online.

But the real meaning of mobile is people. This is not a technological revolution; it’s a deeply human one. The gadgets may change but the behaviour they enable – that basic desire to connect, create, share and discover – is timeless.

This is also a revolution that’s being led from the bottom up. Young people have always been in the vanguard of change and never has that been more true than today. The future belongs to those mobile-centric millennials who will set the template for consumer behaviour in the next 10 years and beyond.

As an insight-first, insight-fast business, it's Facebook's job to help brands meet that future head-on. To do this we've created a global insights practice called FBIQ to help make sense of how technology impacts cultural, economic and social behaviours around the world. We’ll use the outputs of FBIQ to improve our platform as well as share them with clients, agencies and partners to improve decision making in their businesses.

Our first FBIQ study, Coming of Age on Screens, aims to find out what – or rather who – lies behind the radical shifts in consumer behaviour driven by mobile. We wanted to understand the reality for young people today: how do they feel? What do they think? What are their hopes, dreams and fears? What role does technology play in their lives and how does it change as they grow up? So we set out on a comprehensive study of global youth commissioned from a research partner, Crowd DNA.

Crowd DNA conducted in-depth studies with 11,000 13-24 year-olds in 13 countries, including 1,000 in the UK. What we learned is that the universal truths of growing up haven’t changed, but where they play out has. Coming of age is – as it’s always been – a period of growth, change, possibility and, at times, difficulty. What’s different today is that youth are coming of age on screens. Growing up today is digital and overwhelmingly mobile, revolutionising how young people form identity, express themselves and connect.

What follows is a snapshot of our findings for young people in the UK, presented in a manner we hope you find simple to digest. Flip this book around and you can also read an exclusive comic inspired by our study.

There’ll be more to come from FBIQ, but we hope you find this first chapter as illuminating as we did.

Nicola MendelsohnVP EMEA, Facebook

05| 04

56% describe themselves as optimistic

70% try to see the positives in every situation

48% agree their generation is going to change the world

They are digital natives whose lives have been shaped by technology – especially the smartphone. In fact, technology is so pervasive in their lives that they have a fear of being offline (FOBO).

75% can’t leave the house without their mobile phone

66% believe it’s important to have the latest technology and gadgets

70% agree they like to be connectedto the internet wherever they are

Young teens have a positive outlook on life. They are happy and confident, close to their family, and respect all generations.

AGE13-15 They are passionate users

of social media and are most likely to use Facebook to keep up with friends and express their true self.

49% feel lostwithout social media

49% believe the number of followers you have on social media is a good indication of your popularity

54% like to tell people about their everyday life

61% would share interesting brand contenton their mobile withtheir friends

70% expect brand content to be entertaining

They see brands as an important form of expression, and are interested in connecting with them online.

55% agree brands and labels are important whenit comes to buying things

“It would be a lot harder without the internet because I wouldn’t be able to communicate with as many people, especially if they’re abroad. It would be hard to keep in touch and I wouldn’t have as close a relationshipwith them as I do now.”Thomas, 14

Source “Coming of Age on Screens”by Crowd DNA (study commissionedby Facebook), April-May 2014. Surveyof 1,000 UK people online, age 13-24

GOOD VIBES

DIGITAL NATIVES

SOCIAL SOULS

BRAND BONDING

07| 06

71% say they are worried about the future

57% say they are planning for the future now

42% are passionate about educationExplorers lead busy lives and are conscious of how others view them. Technology is integral to their social lives, with the internet taking over from the shopping centre and the school corridor as the place where they hang out and flaunt their individual style.

58% say they are image-conscious

50% hang out online – second only to friends’ houses

AGE16-19

85% like to keep in touch with their friends via technology They are sophisticated users of

social media, which keeps them connected to each other and helps them feel more up to date with the world at large. They are more likely to use Facebook to connect with friends than as a place to talk about themselves.

69% agree social media makes them feel more up todate with the world

75% agree social media helps them stay up to date with their friends/family 67% say

Facebook is goodfor keeping up with friends and familywho are far away

52% would share interesting brand content on their mobile with their friends

67% expect brand contentto be entertaining

They are less interested in brands than younger teens but are still prepared to share brand messages – especially on Facebook.

41%agree brands and labels are very important to them when it comes to buying things

“I feel like the world is gettingsmaller because more and morepeople are getting connected.”Alanah, 17


Older teens are forward-looking and globally curious. Of all the age groups they are the most aware of life’s impending challenges, but they understand what is required of them to succeed and are prepared to work hard to achieve their goals.

TECH ME OUT

SOCIAL SAVANTS

PAY IT FORWARD

FUTURE FOCUS

09| 08

Only 45% describe themselves as optimistic

59% are concerned about global issues

Only 49% are happywith their social life Older youths remember a time

before the internet, so they are less likely to believe that technology is integral to their lives. Even so, they are natural adopters of technology – with second-screening second nature to this age group.

78% agree they liketo keep in touch with theirfriends via technology

82% always/mostly use a mobile devicewhile watching TV

73% like to be connectedto the internet wherever they are

As they grow into adulthood, young people become less positive and more concerned about global issues. They have less spare time as university and jobs absorb their attention.

Social media becomes more important again as they move away from friends and family. Facebook is the primary way they stay connected, while their overall use of digital platforms shrinks to only the most useful ones.

63% say Facebook is goodfor keeping up with friends and family who are far away

2x more likely to say Facebook is part of their life (1.8x vs Twitter and 2x vs Snapchat)

47% like to tell people about their everyday lives

53% are likely to interactwith brand content on Facebook


With more disposable income, brands become more relevant again. They are more likely to interact with brands on Facebook vs other platforms.

46% agree brands and labelsare very importantto them when it comes to buying things

“When I watch things like TV or movies I’m always doing something else at the same time. I can’t seem to just sit still and watch a film. I normally have my laptop there, especially if I’m watching a film on it, and I’ll just have a quick browse on Facebook or other sites while I’m watching it.”Melody, 21


REALITY COMPLEX

SELECTIVE SOCIAL

BUYING BACK IN

AGE20-24

NATURAL ADOPTERS

11| 10

While young people access the web through different devices, the destination is always the same. Online is a place where they connect, converse and form bonds with their friends over time and in real time.

Despite coming of age during a difficult time, young people today value happiness above all. They’re not afraid to work hard to achieve their goals and they believe their generation is going to change the world.

What it means for you: Brands can reinforce or reignite the positivity and hope that defines this generation. What inspirational stories can you share of youth that have defied the odds with their talent, ingenuity and motivation? How can you turn that inspiration into action? What tools can you provide this group to reach their own aspirations?

48% of young people agree brands and labels are important to them when it comes to buying things


52% would share interesting brand content received on their mobile

Brands have a role to play in young people’s lives as they look for ways to express their identity. They also welcome brand content on social media – but relevancy and trust are key.

What it means for you: Unlike hangout spots of old, there is a legitimate space for brands online. But brands need to earn the right to enter this space. Knowing that young people value humour and expect brand content to be entertaining, what can you do to earn their attention, while staying authentic to your brand voice? How can you come across as human and likeable – a presence they want to invite into their worlds?

53% agree they only pay attention to advertising from brands they trust

Facebook is 2.8x more popular than Twitter for interacting with brands

And 1.4x more important than YouTube for brand discovery

Growing up today is digital and overwhelmingly mobile, revolutionising how young people form identity, express themselves and connect.

What it means for you: The universal truths of growing up haven’t changed, but where they play out has. What role can you play as a brand to aid young people in this transition? How can you use the same tools they’re using to be a source of information, inspiration or validation?

1. Coming of Age on Screens

3. A Place of their own

2. Optimism over Adversity

We often view 13-24 year-olds as one big, homogeneous group. In truth, there are nuanced phases young people pass through as they inch towards adulthood.

What it means for you: Young people value personalisation. They’ve grown up during a time where everything is personal, from playlists to technology so they like to be treated as individuals. Explorers are more open to experimentation, so how can you fuel discovery? Realists are more aware of their time and have lost a bit of their optimism. Is there a way you can help bring it back?

Online is a key place where young people foster their image, curate their personas and express themselves through engaging content.

What it means for you: What content can you create that reflects the image young people want to share online and appeals to their values?

Eighty-seven percent of this generation own or use a smartphone. Seventy-two percent can’t leave home without it. And 57% would prefer to give up their TV over their mobile phone. Their mobile phone is their lifeline.

What it means for you: To reach this generation, brands must adopt a mobile-first mentality. This includes creating bite-sized, image-heavy content and catchy videos designed for minds on the move. How would you recalibrate if you were to operate with a mobile-first mentality?

Youth today use an average of five devices and often use multiple screens in the evening, especially while watching TV. Eighty-one percent of them always or mostly use their mobile phone while watching TV.

What it means for you: As multi-screening becomes the norm, marketers can turn what could be perceived as a distraction into an integrated brand experience that extends from TV across multiple screens. An integrated media approach can create “surround sound” where a brand’s message, voice and identity are clear, consistentand recognisable across devices.

Youth today express themselves via photos, videos, emoticons and emojis – driving a shift to a new visual vocabulary and often replacing the need for text.

What it means for you: It’s important to communicate with young people in the language that they speak and understand, and that language is increasingly visual. What assets can you translate for an image-oriented generation?

THE OPPORTUNITY

4. Mobile is their first screen

6. Content is King

8. They are Individuals, Not a Collective

7. Pictures are Worth a Thousand Words

5. From One Screen to Five

THE INSIGHTSEight takeaways for marketers who want to connect with young people on Facebook.

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Although our research has found that Europe’s youths share a great deal in common,they all have their nuances, too. Compare and contrast our findings across different countries.

“I try to see the positivesin every situation”

UK: 63%France: 67%

Germany: 67%Italy: 67%

Nordics: 64%

Conclusion A positive attitude is consistent across Europe, but

Britain’s young people are slightly less optimistic than the rest.

“I am worried about the future”UK: 56%

France: 60%Germany: 56%Italy: 59%Nordics: 54%

Conclusion French and Italian youths are more likely to be concerned about the

future, reflecting a greater degree of political and economic instability in those regions.

“Social media is a good indicator of popularity”

UK: 38%France: 36%

Germany: 34%Italy: 41%Nordics: 37%

Conclusion: Italian youths are the most likely to see social media friendships as a

way to validate their popularity.

“I use social media to connectwith people I see every day”

UK: 63%France: 54%Germany: 62%

Italy: 67%Nordics: 60%

Conclusion Social media plays a less central role for connecting

people every day in France compared to the rest of the Europe.

“I would feel lost if I couldn’taccess social media”

UK: 45%France: 33%


Nordics: 36%

Conclusion Germans and Brits are most wedded to their social media,

while the French play it down.

“Social media makes me feelup to date with the world”

UK: 66%France: 46%


Conclusion People in the UK and Italy are the most likely to feel up to date with

the world thanks to social media, but once again the French place less emphasis on it.

“I like to be connected to the internet wherever I am”

UK: 72%France: 57%Germany: 65%Italy: 70%Nordics: 69%

Conclusion People in the UK and Italysuffer from serious FOBO, while French youthsare the least likely to need to be online.

“It’s important to me to have the latest technology and gadgets”

UK: 54%France: 39%


Nordics: 36%

Conclusion The UK is the most tech- obsessed country in Europe,

while the Nordics are much less likely to be early adopters.

“I can’t leave the house without my mobile phone”UK: 72%France: 68%Germany: 64%Italy: 76%Nordics: 68%

Conclusion French youths are surprisingly wedded to their phones – although not as much as Italians – while Germans are the most likely to leave the phone at home.

“I always or mostly use a mobile device while watching TV”

UK: 81%France: 77%


Conclusion: Second-screening is second nature for European youths, with

Germany and Italy leading the way.

“Brands and labels are very important when it comes

to buying things”UK: 48%

France: 47%Germany: 43%

Italy: 42%Nordics: 43%

Conclusion Levels of brand love are broadly consistent, though people in the

UK are the most brand-focussed shoppers.

“I expect brand contentto be entertaining”


Conclusion Italian and French youths set a high bar for brand content, while the

Nordics are less fussed.

“I would share interesting brand content received on my mobile”

UK: 52%France: 46%


Conclusion And yet Italians are most likelyto share brand content, while the

Nordics are more skeptical.

“I like it when brands I likespeak to me on social media”

UK: 46%France: 44%


Conclusion Italian youths lead the way in welcoming brands on social media.

“Facebook helps me connect with friends and family”


Conclusion The French arethe most positive about the possibilitiesof Facebook to stay connected.

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Conclusion UK youths are most likely to stay connected to their friendsvia technology, while people in the Nordics are slightly less connected.

“The best opportunities for me are in my country”

UK: 43%France: 38%


Conclusion German youths’ confidence echoes the country economic outlook, while young people in Italy are resigned to looking

abroad for the best opportunities.

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63% try to see thepositives in every situation

83% want to work hard to accomplish their goals in life

56% are worriedabout the future

45% would be lostwithout social media

72% like to be connected to the internet wherever they are

87% own or use a smartphone

81% always or mostly use a mobile device while watching TV


53% only pay attention to advertising from brands they trust

10KEY STATS TOUNDERSTAND

TODAY’S YOUTH

52% rank being happy in the top three most important things in their future

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Documents

FBIQ: Coming of Age on Screens