Jeunes et médias sociaux : quel impact pour les marques ?

7/29/2019 Jeunes et mdias sociaux : quel impact pour les marques ?

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2012: A YeAr in reviewThe MAYAns ThoughT The world would end;Teens jusT know iTs chAnging fAsT

globAl focus reporT

TRU-INSIGHT.COM / @TRUINSIGHTTHE GLOBAL LEADER IN YOUTH RESEARCH + INSIGHTS

DECEMBER 2012


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TRU VIEW

inTroducTionAs 2013 approaches, global teens continue to nd themselves adapting to an evolving new-media landscape and a poten-tial global recession. In this TRU Global Focus Report, well take a look at how teens vow to spend more in the comingyear could potentially help orestall an anticipated economic downturn.

Additionally, TRU orecasts the uture o Facebook. While we see no evidence that global teens are using the social-mediagiant any less, data rom a recent U.S.-only TRU Study suggests it wont be long beore teens worldwide begin to think

o it less as an aspirational part o their lives and more o an operational one. In other words: The thrill isnt gone, but itsgoing. What, i any, ramications should this attitude shit have on brands social-media plans?

Finally, TRU analyzes changes in the ways teens consume new media. Todays teens are on Facebook, Orkut, Renren, orTwitter, not the device that supplies them. Thats a sea change rom a not-too-distant past, when youth allotted time intheir day with the express purpose o going online.

reAd More AbouT iT

DECEMBER 2012


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TRU VIEW

insighT #1:

Teen spending MAYhelp AssuAge looMing

globAl recession.Were oten asked what 2013 holds interms o global spending and the econ-omy. TRU boasts three decades o expe-rience with young people and a globalreach, butalaswe havent yet perectedthe art o ortune-telling. Considering theold joke that economists have success-ully predicted 40 o the past ve reces-sions, well let them try to burnishor re-ormthat record themselves. In case youhavent heard, the dismal scientists rom

The Wall Street Journal, Forbes, and theOrganization or Economic Cooperationand Development are particularly downon the worlds near-term prospects. Inact, the OECD recently said that ore-casts or the global economy tenderedin the spring are cloudy with a chanceo thunderstorms, with U.S. budget woesand, in particular, high unemployment inthe tumultuous 17-country Eurozone be-ing largely to blame.

But heres the thing about economists

labyrinthine algorithms and apocalyp-tic orecasts: teens could care less. Thisisnt the rst time teens have endured aneconomic spasm; in act, or some teensits all theyve ever known. Theyre boredwith it and, perhaps, even resentul oit. They viscerally want retail therapywhether its prudent or not. The pluralityo teens (46%) tell TRU that they expect tospend more in the next year than they didin the previous one (a ull 86% say they'llspend the same or more), while only 14%o 12- to 19-year-olds anticipate spending

less. Furthermore, global youth, takenas a whole, are an optimistic lot. Moreoten than not, theyll see the glass halull even when all evidence suggests itsdrying on the dish rack. Grim prospectsmay dampen their parents spirits, butits doubtul teens will ully comprehendor even acknowledge the bad news. The

only way global teens are sharing WSJorFTlinks on Facebook is i theyre lookingto lose riends.

Fact is seven out o 10 global teens be-lieve their uture standard o living willbe better than their parents, with a mere4% predicting itll be worse. And, orteens, impatient or adulthood and inconstant need o instant gratication, the

uture means tomorrow (almost literally).TRUs not saying global youth can single-handedly counteract adults who seem tobe poisoning the economic well, or eventhat theyll make good on their promiseto spend more. What TRU is saying isthat they want to spend and, given theresources (e.g., parents money or accessto credit cards), they very well may. I thelargest generation in history decides togo shopping, the results might just sur-prise the experts.

iMplicATion #1:

MAke sure pArenTAlApprovAl is pArT ofThe equATion.

Its important to remember that our-thso global teens spending money comesrom their parents on an as-needed basis.

O course, parents and teens denitionso need can be quite diferent, so itsincumbent upon brands to nd commonground (when possible). While teensprimary motivation may be impulse oreven peer pressure, or parents it otenboils down to value. Will buying [inserproduct or service here] or my child jusspoil him or her, or does it have residuabenet? Such benets could include a

compelling value proposition comparedto a uture purchase, a ail-sae moneyback guarantee, or tangible developmenpromises such as improved educationaproductivity, tness, or motor skills. Consider a recent Facebook campaign by theGerman retailer Bonprix: By leveraginginormation gleaned rom users likesand interests, Bonprix was able to microtarget both teen girls and women theirmothers age with right-rail ads oferingdiscounts on apparel. The bottom line isthat parents dont want to eel grited

either by their kids or brands. Targetedmessaging that caters to Mom and Dadshigh standards or sense o thrit can be eective, so long as it doesnt work againswhat teens nd attractive about the brandin the rst place.

DECEMBER 2012


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TRU VIEW

sTAndArd of living (%)GLOBAL TEENS

Mine will be better 70

Mine will be about the same 26

Mine will be worse 4

qt: As an adult, how do you think your standard of living ( how much money you make,how nice your house and cars are, etc.) will compare to your parents?

spending ouTlook (%)GLOBAL TEENS

Spend more money 46

Spend about the same 40

Spend less money 14

qt: Do you think you are going to spend more money, about the same, or l ess money inthe next 12 months as you did in the past 12 months?

DECEMBER 2012


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TRU VIEW

insighT #2:

globAl Teens Are sTillusing fAcebook A loT,

buT soon wonT like iTAs Much.

Facebook is the only website that morethan hal o global teens (55%) call theiravorite; Google (33%) is a very distantsecond. In act, Facebook is the avor-ite site in each o the seven regionsmeasured or this report. Further, moreglobal teens tell TRU that they visitsocial-networking sites like Facebookseveral times a day this year (37%) thanlast year (31%). (For ull disclosures sake,

last year TRU elded in 40 countries,three more than this year). So, whats theproblem? Why is TRU even suggestingFacebook atigue is coming when the per-centages indicate otherwise?

For one thing, Facebook is losing lusteramong U.S. teensthe very individualswho were rst exposed to the soc-net sitenearly nine years ago. Theyre the rst-responders and the undisputed guineapigs in the Facebook experiment. We canuse their archetypal ambivalent relation-

ship with the premier social network asa global harbinger. When Facebook rstramped up, and or several years there-ater, MySpace was the dominant social-media player in the U.S. Since then, itsbeen all Facebookprimarily because nocompetitor (not Twitter, not Pinterest, notInstagram) has been able to usurp it. Butthat doesnt mean U.S. teens remain rav-enous Facebook evangelists; theyre sim-ply without better alternatives. (In act,Orkut, too, seemed indeatigable in Bra-zil until Facebook arrived, and now Orkut

is ast playing second ddle.) Thereore,U.S. teens, in particular, are more likelynow than ever ready to abandon it or thenext big thing should it come along.

Using data culled rom The U.S. TRUStudy 2013, weve learned that while a-miliarity hasnt quite bred contempt, U.S.

teens and Facebook are amidst a torridlike/dislike relationship, with ewer andewer U.S Millennials leaning like. Inother words, while they still use it a lot,many tell us they dont like it as much.First, lets explore the positive side othe equation: 46% o U.S. teens eel out otouch i they havent been on Facebookin a ew days, and 37% call Facebook animportant part o their lives. Now, or thenegative side: Just 43% o U.S. teens callFacebook more popular now than it wassix months ago; just 41% are more ac-tive on Facebook now than they were sixmonths ago; and only 22% couldnt livewithout Facebook.

True, these percentages only representhow one countrys teens eel about Face-book. But, i theres one thing Facebookhas taught us, its that young people aremore similar than they are diferent interms o how they behave and interactwith the world around them.

iMplicATion #2:donT give up onfAcebook Too soon.

Consider it a case o down, but not out.All things considered, its more impor-tant that global teens are still using Face-book than that theyre no longer quite so

smitten with it. Eventually, everythingwill go the way o ObsolessencetheTRU theme that orecasts inevitable irrelevanceand Facebook is no diferentDont let Facebooks miserable IPO doomyour social-media plans. Did people stoplistening to music when musicians started getting less money to make it? Fornow, stay the course. The act is that morethan hal o global teens call Facebooktheir avorite website, and no other website (social media or otherwise) is evenclose to that percentage. So its importantthat marketers not jump of the bandwagon or the next big thing because ithasnt rolled into the station yet. Rare exceptions, o course, are in China, whereFacebook is orbidden (and Renren is itsequivalent), or in Russia, where V Kontakte and Odnoklassniki duel with Facebook or supremacy. Furthermore, theresgreat parity with regards to which website is riding Facebooks coattails: In theU.S. and U.K., its Twitter; in Austria, Bel

gium, and Italy, its Badoo; and in Braziand India its Orkut. In act, in several areasincluding the Nordics, Canada, andAustraliaLinkedIn is the second-mospopular soc-net site, and while LinkedInmay be great or networking, theres nothing youthul about it.

DECEMBER 2012


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TRU VIEW

ATTiTudes TowArds fAcebook (Top-2 boX %)BASE: U.S. TEENS WITH FACEBOOK PROFILE Total Male Female

Facebook changes its format/layout too often 56 54 58

I feel out of touch if I have not been on Facebook in a few days 46 42 49

Facebook is more popular now than it was six months ago 43 47 40

I am more active on Facebook now than I was six months ago 41 45 36

Im worried about my privacy on Facebook 41 39 42

I am getting tired of Facebook 40 41 40

I think Facebook takes up too much of my time 40 37 44

Facebook is an important part of my life 37 36 37

I couldnt live without Facebook 22 22 22

b denotes signicant difference.

qt: Thinking about how you spend time on Facebook, how much do you agree o r disagree with the following statements?

Top-5 fAvoriTe websiTes (%)REGION

qt: Please write in the names of the three websiteswhere you spend the most time.

MenA (%)

Facebook 64

Google 45

YouTube 36

Yahoo (net) 26

Hotmail 15

norTh AMericA (%)

Facebook 67

YouTube 35

Google 21

Hotmail 12

Yahoo (net) 11

sub-sAhArAn AfricA (%)

Facebook 70

Yahoo (net) 40

Google (net) 35

Mxit.co.za 13

Twitter 11

AsiA pAcific (%)

Facebook 52

Google 40

Yahoo (net) 28

YouTube 21

Naver 10

europe (%)

Facebook 52

YouTube (net) 27

Google (net) 23

Vkontakte.ru 17

Mail.ru 6

AusTrAliA (%)

Facebook 67

Google 39

YouTube 32

Hotmail 14

eBay 11

lATin AMericA (%)

Facebook 50

YouTube 40

Google 37

Orkut 34

MSN (net) 20

DECEMBER 2012


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TRU VIEW

insighT #3:

in An increAsinglYApp-bAsed world,

globAl Teens ArecoMpuTing, buTless And less AT AcoMpuTer.

Increasingly, being online is analogousto simply being. Its rarely about seek-ing out and parking onesel in ront ocomputer hardware: Desktops are well ontheir way to Obsolessence, while newersolutions such as smartphones and tab-lets are designed to be even more mobilethan laptops.

Today, its about the online experience,not the process. Global teens are on Face-book, Orkut, or Renren, and how they gotthere is, or them, immaterial. The em-phasis is on computing, not the comput-er. Who cares i the message went out viaemail, text, IM, Skype, or call to conrm ameet time? Who can recall i a Facebookupdate was issued on a laptop, an iPad, ora Galaxy S III? The important thing is themessage, not the method.

True, smartphones (36% ownershipworldwide) arent yet the norm, and tab-lets (11% ownership) remain an indulgentextravagance or most, but its clear whatroad were headed down. Purchase intento desktop computersthe only online-compatible device that more than hal oglobal teens currently ownis lower thanthat o laptops, smartphones, tablets, andeven e-readers.

Mobility and ever-present online accessis increasingly vital to teens whove cho-sen to join the online conversation. Aterall, their proles make it inevitable thattheyll be part o the discussion, whethertheyre there to react or not. The onlyway to monitor and curate their socialmedia presencewhether theyre beingtagged in a photo, reerenced in a tweet,or included in upcoming plansis to beonline, all the time and rom everywhere.

iMplicATion #3:

be sMArT AbouThow You TreATglobAl Teens,now And forever.

Granted, the majority o global teensdont own smartphones or tablets. Butthats where they were, not where theyregoing. I you see a striker streaking acrossthe center circle, you pass the ball in frontof him (not to or behind him), becausethats where momentum is carrying himand thats his best chance to score. Thesame goes or mobile marketing. I yourea brand, dont concern yoursel with per-centages when it comes to smartphone

or tablet ownership. Just know this: itsgrowing rapidly worldwide. In act, themarket intelligence rm HIS iSuppliorecasts that 2013 will mark the rst yearthat smartphones will account or morethan hal o all cellphone shipments (54%,up rom 46% in 2012, and 35% in 2011). Soeven i its global teens parents who are

accounting or most o the growth, youtharent shy about making the amilys technology their own (theyve been doing iwith TVs and desktops or years!). And

when theyre nally able to trade in theistarter phone or one o the smart variety, theyll be that much more able tonavigate it.

Brands need to think less about wheretheyre appearing (e.g., Facebook orTwitter), and more about why a consumeshould need them. What utility or entertainment value does a brand provide?Global teens have no end o new-mediarelated stimuli to digest, so asking a teento divide his or her time between watch-

ing TV, texting, browsing, and beingamongst riends, demands a whats-init-or-me return on investment. Treatingglobal teens less like K-I-D-S and morelike V-I-P-Swith arsenals o discountsdeals, and ront-o-the-line accessis paramount.

DECEMBER 2012


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TRU VIEW

durAble iTeMs: purchAse inTenT (%)TOTAL Asia Latin North Sub-Saharan

Region GLOBAL Pacic Australia Europe America MENA America Africa

Smartphone 21 22 22 23 20 18 18 18

Laptop computer 20 21 12 16 24 24 16 21

Mobile phone 16 15 10 11 20 29 7 22

Tablet computer 15 11 30 27 10 17 12 8

E-book reader 12 7 26 23 2 14 9 7

Desktop computer 9 10 7 8 8 9 4 12


qt: Which of the following do you plan to buy in the next 12 months?

durAble iTeMs: ToTAl ownership (%)TOTAL Asia Latin North Sub-Saharan

Region GLOBAL Pacic Australia Europe America MENA America Africa

Mobile phone 80 78 77 79 86 92 77 77

Smartphone 36 27 62 49 27 50 57 22

Desktop computer 56 46 83 76 61 79 83 15

Laptop computer 50 37 87 73 46 58 84 17

Tablet computer 11 7 27 15 7 23 18 2

E-book reader 10 11 15 13 3 13 18 1


qt: Which of the following do you personally own? Which of the following does your family own?

DECEMBER 2012

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Jeunes et médias sociaux : quel impact pour les marques ?