In coping with economic challenges over the past few years, many people in the US have combined households with other family members or individuals. These “doubled-up” households are defined as “those that include at least one ‘additional’ adult”. In other words, a person 18 or older who is not enrolled in school and is not the householder, spouse or cohabiting partner of the householder. The Census Bureau reported last week, that the number and share of doubled-up households and adults sharing households across the country increased over the course of the recession in the US. In spring 2007, there were 19.7 million doubled-up households, amounting to 17.0 percent of all households. Four years later in 2011 the number of such households had climbed to 21.8 million, or 18.3 percent.
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Posted in Gen Y DNA
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Young adults are far and away the most active users of text messaging. 31% of text message users prefer texting to voice calls, and young adults stand out in their use of text messaging. According to research done by the Pew Research Center in the US, the average 18-to-24-year-old US adult sends and receives an average of 109.5 texts per day, or more than 3,200 per month, according to this recent PEW-report [pdf]. No group compares to young adults when it comes to text messaging, although several other groups do text on a daily basis at higher-than-average levels. Heavy text users are much more likely to prefer texting to talking. Some 55% of those who exchange more than 50 messages a day say they would rather get a text than a voice call.
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With the rise in use of mobile internet and smartphones, youngsters are always on. They are chatting with friends constantly. The old skool “booty call” has left the building and has to make room for a more modern version. Dutch telephone company Hi did research amongst 1121 youngsters between 18 and 29 year. The research shows that a third phones and 50% texts less since they have mobile internet. Not really surprising, but in 2010 a survey of PEW (USA)showed that teens sent more than 100 text messages a day or 3000 texts a month. Things are changing! Today teens share mostly things at Facebook or Whatsapp (an app that combines texting and chatting by using mobile internet). These networks are also used for other things such as the ‘booty call’. Such requests appear via texts (45%), WhatsApp (9%), Facebook (5%), e-mail (4%) or even Twitter (1%).
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Posted in Advertising, Gen Y DNA
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I have just discovered the new Coke Zero commercial. I think it’s a brilliant summary of how Gen Y was raised and became the savvy, demanding, stimulation junkie generation, we know today. Coca-Cola only needed one word, “AND”, to tell their story… It took us a substantial 45 pages to define Generation Y in our book!
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Posted in Advertising, Self-ID
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Brand consideration has become a key pastime for consumers. For over half of the population studied in this paper by Initiative (pdf), – 52% of the interviewees said they enjoy searching online for a wide range of brands and products. This varies by category: 29% of consumers enjoy searching for shampoo brands, but this leaps to 66% for cars. And it varies by country: the Chinese are the most likely to search for brand information, followed by the Spanish. Some consumers told us they simply enjoyed searching for information and opinion about brands. Across the globe, nearly half of consumers – 45% – told they are spending more time than ever when considering their choice of products. This rises to 60% for mobile phones.
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Posted in Branding, Conversations
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