Always keen to see the latest, worthy research into those young wipper-snappers that apparently are our future so was lucky to be sent some insights today into Australian Youth, 4 million of them aged 16-30, from Urban Market Research (UMR) a joint initiative between Lifelounge and Sweeney Research.
There are the usual eye opening statistics, multi-tasking, mobile texting, overuse of social networks and so on (listed below) but the research is more interesting as it digs a little deeper and explores a few emergent behaviours, from years of doing all of the above.
The survey shows that multi platform storytelling, while slightly alien to those older folk indoctrinated with linear, mono media is an absolute natural space for this age group – they swim and immerse themselves in multi media and like the proverbial fish are unaware of the water they breathe and that surrounds them.
“While multitasking when consuming online and other media has been growing in recent years, it is now the norm. The research confirms life online is frantic, with over 80% of the youth market ‘doing other things’ while surfing the web and being active on social networks…it also reveals ‘interruptive’ marketing tactics are out, in favour of a more ‘discovery-led’ approach that allows young people to unearth new products, artists and fashion labels in their own time, and bank the street cred that comes with it.” – This group also cannot live without “An internet connection and mobile phone were rated the two top things UMR respondents couldn’t live without (30% and 20% respectively) over their car, TV, alcohol, favourite piece of clothing, drugs and favourite movies. Being connected is important.”