LONDON: A new study, exploring trends among tech-savvy 12- to 24-year-olds in the U.K., U.S., Germany, India and Japan, reveals that TV is still the most effective medium for marketers targeting young people.
The A Beta Life Youth survey was conducted on behalf of MTV Networks International, Nokia, 20th Century Fox, Fox Mobile Group and Channel 4, analyzing how young people use the TV, Internet and other platforms to inform themselves about particular products and brands before making purchases. The study reports that 1 in 4 people claim they first see or hear of brands or products through TV adverts, and 6 in 10 claim that TV advertising plays a role in their brand decisions. This is particularly valid for youth when making technology buying decisions, especially electronic goods like games consoles. TV advertising also plays a role in clothing and fashion purchase decisions. Moreover, for youth, a brand appearing on TV elevates its status and gives it an image of quality. The study also found that respondents had a favorite channel that they always tune into (80 percent in U.S., 73 percent in the U.K., 70 percent in Germany and 88 percent in India). The exception was Japan, where just 38 percent of youth have a go-to TV channel.
TV is also driving young people online to find out more information about brands they have been exposed to; 71 percent agreed that the Internet makes choosing a brand easier, while blogs, review sites and social networking sites are increasingly important in affecting brand decisions.
“A Beta Life Youth has improved and updated our knowledge on the importance of technology and media to youth since previous MTV studies such as Circuits of Cool," said Jules Robinson, the senior VP of Viacom Brand Solutions International. "It is interesting to note that, despite the economic climate and challenging circumstances for advertisers, we still see a proven ability for TV advertising to reach the target youth audience in the most direct, impactful way. It is also significant that we’re registering the rise of the influence of blogs and Internet research to inform purchasing decisions amongst these consumers. This highlights the real importance of online reputation management for brands seeing their names increasingly widespread and the associated need to engage in comprehensive 360-degree campaigns. These studies allow us to understand our core audience more deeply—in turn enabling us to provide better solutions for our advertising partners who are focussed on reaching this influential audience”
Commissioned by OTX Europe in association with MTV Networks, 20th Century Fox, Fox Mobile Group, Nokia and Channel 4, the study surveyed 8,000 12- to 24-year-olds between September and December 2008.
