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Values Youthsite data (Humanism (Trust (Advice (One third of 16-24 year…
Values Youthsite data
Humanism
Fairmess
e.g. 53% of 16-24 year olds would pay more for ethical produce (Spotlight, May 18)
64% of Gen Z believe unpaid internships are unfair (SYN, April 16)
Just world
E.g. 63% of Gen Z prepared to work very long hours to progress their careers (Youthsite, Feb 18)
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Social causes
60% of 16-24 year olds aim to live environmentally friendly (SYN, Sept 15)
veganism - 350% in rise of vegans in the UK (SYN, Sept, 17)
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Trust
16-24 year olds trust the recommendations and advice of their friends and family (SYN Wave 10, T7-T9)
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Advice
One third of 16-24 year olds need advice when saving (SYN, Jan 18)
Authenticity - e.g. Love Island shows real people, real lives and love lives of individuals (SYN, Dec 17)
Development
Rewards
E.g. 63% of Gen Z prepared to work very long hours to progress their careers (Youthsite, Feb 18)
Skills development
29% of 16-17 year olds wish they had better social skills (SYN, Feb 18)
16-17 year olds wish to learn skills such as : new language, career skills, cooking and money management (SYN, Aug 17)
Learning
e.g. 34% of school children are now familiar with a programming language (Spotlight, January 18)
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87% of young people read physical copies of books (SYN, Oct 17)
Self-directed teaching
Coding -
Code Academy, Barclays 'Code Playground', Udacity
Self - enhancement
80% of users of 'Robin Hood' are u35 (spotlight July 18), an app that provides skills and confidence to save and invest
23% wish to improve their communication skills (SYN, Aug 17)
Future
Aspirations
63% of Gen Z and 48% of millennials are ambitious about their careers (SYN, June 18)
48% of 16-24 year olds spend a lot of time thinking about their finances (SYN, Jan 18)
goals / ambitions
80% of 16-24 year olds are confident about their futures/ confident that their finances will improve (SYN, May 18)
Independence
16-17 year olds wish to learn skills such as : new language, career skills, cooking and money management (SYN, Aug 17)
Exploration
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Trying new things
e.g. 98% of iPhone users have tried Siri (State of the Nation, Spotlight, Sept 18)
42% of 16-17 year olds find intelligent personal assistants appealing (state of the nation, Spotlight, Sept 18)
Nike in store VR experience, Thomas cook Try before you buy experience)
Novelty
AR/VR e.g 400, 000 people watched the champions league in VR (SYN, Aug 18)
73% of young females like to buy in-store because they can try before they buy (SYN, Dec 17)
Discovery
e.g. young people like to discover new films (social media, at the cinema, Netflix, TV ads) (SNY Wave, Z25)
New experiences
69% of 16-24 yr olds are always looking for new experiences (SYN, August 18)
Maintaining interests
Following sports
More than half 16-24 year olds follow sports (SYN, Jan, 18)
54% of Gen Z and 48% of millennials regularly follow at least one sport (SYN, Jan 18)
Travel
70% young people agree that travel is part of who they are (sYN, Sept 17)
Beach, city break and adventure rank as the most ideal holiday off young people (SYN, Sept 17)
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Stability
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Financial security
Money e.g. 56% of Gen Z and 48% of Millennials report being anxious about their future (SYN, August 17)
Financial independence
a quarter of 20-35 year olds live with parents (SYN, June 18)
54% of 16-24 year olds say money is their biggest concern at the moment (SYN, Aug 17)
Future
80% of users of 'Robin Hood' are u35 (spotlight July 18), an app that provides skills and confidence to save and invest
e.g. 66% of Gen Z and 57% of Millennials report being anxious about their future (SYN, August 17)
settling down
77% of 16-24 year olds hope to own their own home by 30. (SYN, Aug 17)
Family
Two thirds hope to have had their first child by 30 (SYN, Aug 17)
Context
Life stages/milestones
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18, 21 are considered markers of adulthood by 16-24 year olds (SYN, Jan 18)
Markers of 'adulthood' as defined by 16-24 year olds relate to Independence ( Moving out of parents house, 71%; making own appointments 61%; living with your partner 47% ) SYN, Jan 18)
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Culture
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Consumption patterns
Our half 16-24 yr olds follow sports only one third watch on TV (SYN, Jan 18)
Live streaming
e.g. 54% of the lived streamed PGA Golf championship was U35 (SYN, Jan 18)
Traditional TV viewing fell by more than a quarter in 2017. 85% of millennials use streaming services
Multi-tasking - 27% of young people(18-34) engage in at least 5 online activities while commuting (Ofcom, 2018 Market report)
Barriers
Money
Despite the shift to Live streaming technologies (e.g. Instagram Live, Livestreaming of sports, etc) young people don't want to pay (SYN, Jan 18)
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32% of young males (16-24) are subscribed to sports channels on youtube (SYN, Oct 17)
Only 5% of young people had used SkyGo in the last 12 months (SYN, Sept 17)
House prices on the rise
home ownership has halved over the last two decades (SYN, March 18)
Hedonism
Fun environment
e.g. 52% of millennials and 41% of Gen Z prioritised a 'good working environment' (excluding salary) in their job hunts (SYN, June 17)
Passions
77% of young people listen to music in their free time - 72% watch TV, 70% watch Youtube videos (SYN, Oct 17)
Fun
e.g. the most popular snapchat features of 2016 were image enhancing humorous or social (SYN August 17)
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Unity
Community
e.g. Snapchat = most popular platform for 16-17 year olds (spotlight, March 18)
Many young people follow stories and invest their time and energy in following stories off screen, e.g. Love Island (SYN, Dec 18)
Engagement
e.g. Love Island App debuted at number one (SYN, Dec 18)
Connection
e.g. 82% of 16-24 year olds use Facebook Messenger, 74% use WhatsApp, (Spotlight, sept 18)
69% of young people say social media is an essential part of their life (SYN, Oct 17)
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23% of 16-17 year olds wish to improve their social skills (SYN, Aug 17)
Gen Z send more than 128 texts per day (SYN, Feb 18)
Shared experience
Events
e.g. 68% 16-24 year olds would choose an experience over a physical present (SYN, August 18)
successful campaigns (e.g. #BigSpritzSocial,
Maintain bonds
65% of snapchat users use to stay in touch with people I know, (SYN, Feb 17)
e.g. the most popular snapchat features of 2016 were image enhancing humorous or social (SYN August 17)
three quarters of adults said being online helps maintain personal relationships (Ofcom Market report 2018)
Self expression
Freedom for expression
e.g. 60% millennials consider themselves geeks (spotlight, Jan 18)
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Phluid project - retail space for non-gender conforming customers (SYN, Dec 18)
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Self-image
e.g. the most popular snapchat features of 2016 were image enhancing humorous or social (SYN August 17)
Influencers like to go to places that are 'Instagrammable' (SYN, July 18)
29% of men and 71% of women wear makeup to 'look good' (SYN, Dec 17)
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Utility
80% of users of 'Robin Hood' are u35 (spotlight July 18), an app that provides skills and confidence to save and invest
Connections
Facebook is the most used messaging app amongst 16-24 year olds SYN, Z10)
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e.g. 82% of 16-24 year olds use Facebook Messenger, 74% use WhatsApp, (Spotlight, sept 18)
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Convenience
Apple Pay is used by 43% of young people (SYN, August 17)
64% of young people prefer online shopping because they don't have to deal with crowds and 56% prefer it because it's more convenient (SYN, Dec 18)
Wellness
e.g. The most important political issue rated by 16-24 year olds = healthcare (Spotlight, June 18)
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Social modeling
One third of 16-24 year olds need help when planning their finances (SYN, Jan 18)
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CREATIVITY
Creation
Platforms that offer creativity are becoming popular, e.g. musical.ly (lip-synch service)
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Creativity
e.g. 16-24 year olds using snapchats - the most used features are stories (81%), filters (78%) and video (77%)
Over one quarter of Gen Z consider themselves creators of digital content (SYN, Aug 17)
Relaxation
58% of millennials watch TV in bed (SYN, Wave 9. Z20)