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© Blyk Sunday, September 21, 20081 Blyk
Blyk UK
UK Update
Member Insight and
Campaign Results
Shaun Gregory
The UK is home to …
7.6 million16 – 24s
That’s more than the entire population of London
Source: TGI Quarter 1 2008
They behave differently …
Socially fragment
ed
Glocal
They are …
60% of teens prefer to communicate through technology such as text and instant messaging rather than face-to-face
(Source: The Future Laboratory 2007)
Digital Natives
1
Socially Fragmented
4A recent report on Tribes by TV broadcaster Channel4 uncovered 25 different youth tribes within the UK alone
(Source: C4 Teen tribes 2008)
3
Collaborative
89% of 16 – 24’s are a member of a social network, 64% are on Facebook, 20% MySpace and 8% Bebo
(Source: Facegroup, tech tribe report 2007)
Self Promoting
14% of 18 – 24’s have made money through their social networks
(Source: The Future Laboratory 2007)
6
2
Knowledge Driven
Knowing the ins and outs about the latest and greatest is all part their social currency
5
Early Adopting
They are quick to adopt early attitudes, habits, new products and new thinking
A generation of super consumers …
16 – 24s have an average weekly disposable income of £911; the average UK family of 4 has just £53 each per
week2
Have spend power
(Sources: 1 - Facegroup, tech tribe report 2007 2- The Telegraph 3- Habbo Global Youth Report)
90% of 16 – 24s olds say recommendations from
friends have a huge influence on the things they
buy1
Shop collaboratively
27% of all shopping by 16 – 24s is now
done online1
Are spending online
43% of young people globally prefer brands which are familiar – 42% like brands that are keeping in touch
with trends
Are brand savvy
They …
Blyk asks…
On Politics45% 18+ voted in the recent local elections
Boring, bullshitBoris, Full of liars, two-faced, vital, deception,
warzone, cheaper petrol & undemocratic
On Buying Music19% buy music from high street stores,
10% from online stores27% file sharing sites
44% from friends
On Kate Moss60% said doghouse over
catwalk
On Watching TV Programmes
64% TV 14% online & 15% mobile 8% don’t watch TV at all
Top 10 Travel Destinations1) Dubai, 2) New York, 3) Spain 4) America, 5) Hawaii, 6) Australia, 7) Egypt, 8) Jamaica, 9) Florida and
10) Japan On Hangover Cures40% more sleep
25% fry-up 24% more booze 11% chocolate
Just 41% of 6th form and college students plan to go to university in September
90% worry their skin does not look as good as it should
On their Favourite Jeans
50+ different brands named
1) Levis 56%2) Armani 6% 3)Diesel 4%
They are harder to reach than ever before…
Sources: 1 Facegroup, tech tribe report 2007, 2- Nielson Online 2008 3- BRANDchild 2006
Mainly online16 – 24s are
spending 19.3 hours a week
online; they are spending just
13 hours watching TV1
Using social mediaSocial
networking as a weekly online
activity was up 45% between
2006 and 2007, chat was up
27%1In micromedia
formatYouTube saw a
50% rise in visitors between
2007 - 20082
Anytime anyplace
50% of 16 – 24s access the
internet from their mobile
device1
Multi-channelingYoung people can handle 5.4 media channels simultaneously
with good understanding - for adults its just
1.73
Media consumption has changed rapidly
This is where Blyk comes in
…Targeted relevant and engaging mobile communications to 16 – 24s from brands and businesses like you
Brands need to be …
Honest
Consumer-centric
Transparent
Original
AccessibleAuthentic
Integrated
Innovative
This generation of 16 – 24s don’t want to be advertised to; they want information, entertainment and experience
© Blyk Sunday, September 21, 200812 Blyk
Advertising on Blyk
Awareness
Insight
Sales
Engagement
Reaching a relevant, targeted audience using mobile messaging
Response & interaction
Call to action
Create multi-stage conversation with your core audience group
© Blyk Sunday, September 21, 200813 Blyk
Examples of Blyk working for advertisers
Awareness
Insight
Sales
Engagement
© Blyk Sunday, September 21, 200814 Blyk
media.blyk.co.uk
© Blyk Sunday, September 21, 200815 Blyk
Thank you
