3 rd April 2012 UK Tribes Background Long running study of 16-24 - - PowerPoint PPT Presentation

3rd April 2012

• Long running study of 16-24 year olds & part
• f our long standing dedication to youth
• A segmentation exercise based on brand,

media and cultural touch points

• But Tribes are not new, they’ve been around

for years (Punks, Mods, Teddy Boys)

• Not all young people are the same – UK

Tribes helps us understand the differences and similarities that unite and divide young people

UK Tribes – Background

A brief history of Tribes

• Created in partnership with

Crowd DNA the project is now around 7 years old

• The original project consisted of

the findyourtribe.co.uk website –

• ver 40,000 people took part in

the viral campaign in its first few years

• We then made a planning tool –

fusing the results from the Tribes survey to the TGI dataset

• And now there’s video blogging…

Meet the Tribes

• Tribes are commonly united by key factors such as;

music, fashion, common interests and ideological beliefs

• 23 Tribes in total
• 5 macro segments:

– Mainstream – Alternative – Aspirant Mainstream – Urban – Leading Edge

Mainstr stream eam

• Towni

nies es

• Chavs

vs

• Stre

reet et Rats

• Ravers

ers

• Boy Racers

ers

• Sport

rts s Junkies es

• Casuals

uals Aspirant ant Mainstr stream eam

• Rahs
• Trendi

ndies es Leading ng Edge

• Hipster

ters

• Craft

ft Kids

• Indie Scenester

enesters

• Geeks
• Young

ng Alts.

• Emos
• Scene

ene Kids

• Skaters

ers

• Gamer

mers

• Meta

talhe lheads ads Alterna rnati tive ve Urban

• Tracki

ckies es

• Blinger

gers

• Get

t Paid Crew

• DIYers

rs

Video blogging

• The Video blogging methodology allowed

us to talk to young people on a more personal level

• Great qualitative insight and useful

because it can often be hard to talk to the youth via traditional research methods

• They answer questions on camera, in

their own environment without the gaze

• f a moderator

It’s all about choice and control

1

“It’s convenient, it fits in with the timings like around my lifestyle”

• Using multiple devices and dual

screening is common

• Laptop, smartphone or games

console – technology opens doors to increased content consumption

• Tribes have a busy lifestyle and the

ability to choose what and when they want is key...

But TV still has a collective power

2

“If it’s a show that I’ve got a couple of mates that watch it then I will wanna watch it when it’s on that night”

• Young people are connected all the

time – they’re always online

• This has given rise to a modern day

water cooler moment

• If they don’t watch it live, they will

miss out on the talk online or hear what’s happened before they watch

Facebook fatigue?

3

“I think it’s become polluted with a lot of external things...”

• There’s a slight sense of Facebook

fatigue…

• Having everything connected, linked

and increased brand interaction has made for a busy social space

• Young people want a simple, clean

and functional social experience

They’re open to new advertising models

4

“There should be an opportunity for you to actually but it on the spot”

• Tribes are open to new developments in

advertising

• They were asked to say exactly what

they want from advertising in the future

• But despite being marketing savvy and au

fait with technology they struggled to imagine what the future may hold

• We can show them the way - entertaining

them or make their life easier is always a winner!

Uktribes.com/videoblogs

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Want to know more…?

Contact: ntaylor@channel4.co.uk