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!