This week, our Global Youth Survey explores the various media outlets young people around the globe get their entertainment. We also will take a look at which types of advertising are convincing this young bunch to go out and spend their money.
Its no surprise that like some of us, quite a few of our respondents (ages 14-29) get the majority of their entertainment from television, which accounted for 36% of all survey respondents. But when the eyes of these couch potatoes aren’t glued to the tube, chances are they are out catching the latest flick. “I love movie theaters. I go nearly once a week. When I am home, I rent DVDs,” says a 28-year-old female respondent from Hong Kong.
- Both personal computer and movie theater came in second at 19%
- 12% get their entertainment from the Internet
- The remaining 15% get entertainment from their mobile phones, video games and theme parks
Entertainment sources vary slightly by location. TV takes the cake in every country aside from the United Kingdom and South Korea where respondents prefer their PCs.
- In Malaysia, Internet (33%) and TV (33%) are equally popular sources of entertainment. Movie theaters are also quite popular (23%)
- Singaporeans spend an equal amount of time watching television (45%) and online (45%)
What types of advertising and marketing is most effective on young people around the world? This seems to be something that most respondents agree on with TV advertising being the most popular across all areas surveyed. However the experiential approach–giving free trials and samples–are equally as effective in Hong Kong. “The best kind of advertising would be giving free samples and television ads that use interesting and new ideas says a 20-year-old female respondent. Limited editions are popular in places like South Korea and Hong Kong. “The most effective kind of ads would be supported by stars like Edison Chan and Juno. They release ‘limited edition’ items that lure youngsters to buy their merchandise, according to a South Korean teen.
- 37% say TV ad placement is the most effective type of product advertising
- Magazine and Internet ads both came in distant second at 6%
- 55% of respondents in the United Kingdom and 50% in the US say that TV ads are the most effective form of advertising compared to 25% in Malaysia and 27% in Hong Kong
- Word of mouth campaigns are very effective especially in the UK, Amsterdam and Malaysia
And the least appealing form of advertising? It seems that across all areas surveyed the least are flyers and online pop-up ads. But while the majority of respondents shunned wasted paper and annoying disruptions, others responded radio, newspapers, billboards, even television ads (the most popular for some).
- In Amsterdam, 20% or respondents cited “untruthful ads” as least effective form–makes sense
- 62% in Singapore say flyers are least effective
- 58% in the US cite Internet pop ups as least favorite
Says a US respondent, “An ad shouldn’t pop up and annoy you while you are trying to get something done online, it should intrigue you when you want to be intrigued.” A well-stated argument in favor of effective targeting, which we see as the future of advertising.
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