3 rd April 2012
UK Tribes – Background Long running study of 16-24 year olds & part • of 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
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 – over 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
Leading ng Edge Aspirant ant Mainstr stream eam - Hipster ters - Rahs - Craft ft Kids - Trendi ndies es - Indie Scenester enesters - Geeks Mainstr stream eam Alterna rnati tive ve - Towni nies es - Chavs vs - Young ng Alts. - Stre reet et Rats - Emos - Ravers ers - Scene ene Kids - Tracki ckies es - Boy Racers ers - Skaters ers - Blinger gers - Sport rts s Junkies es - Gamer mers - Get t Paid Crew - Casuals uals - Meta talhe lheads ads - DIYers rs Urban
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 of a moderator
It’s all about choice 1 and control 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 • “It’s convenient, it ability to choose what and when fits in with the they want is key... timings like around my lifestyle”
But TV still has a 2 collective power 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 “If it’s a show that I’ve what’s happened before they got a couple of mates watch that watch it then I will wanna watch it when it’s on that night”
Facebook fatigue? 3 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 • “I think it’s and functional social experience become polluted with a lot of external things...”
They’re open to new 4 advertising models 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 • “There should be fait with technology they struggled to imagine what the future may hold an opportunity for you to actually We can show them the way - entertaining • but it on the spot” them or make their life easier is always a winner!
Uktribes.com/videoblogs Plenty of more video can be found at ukt ktribes. bes.com/ com/vi videob eoblogs logs
Want to know more…? Contact: ntaylor@channel4.co.uk Sign up: Uktribes.com/videoblogs
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