Half the youth aged 15 to 25 in the US consider New York to be a “cool” city. This is significantly more than the 1 out of 3 American youth who think London, Paris and Tokyo are cool. Even on an international level youth in 15 countries in the world choose the Big Apple as the absolute coolest. It are mainly Italian (66% thinks NYC is cool) and Danish youngsters (60%) who love the city most. Other cities such as Los Angeles (26%) and San Francisco (15%) do not score badly amongst US youngsters either. Globally, LA appears to be the most popular amongst French and Swedish youngsters, 1 out of 3 of them thinking the city is cool. Frisco is the coolest amongst the own American youth and with the Germans (13%). Chinese youth are relatively less crazy about American cities. Youth in the US seems less cosmopolitan when compared to the same age group in other regions around the world. On average merely 1 out of 5 global young people would call their national main cities ‘cool’ while according to US youth 3 of the top 5 coolest cities are in North America.
The least positive scores in the US are for Istanbul, Saint Petersburg and Sao Paolo. A mere 1% quotes these cities as cool. Brussels and the Scandinavian capitals of Copenhagen and Stockholm do not do much better (2%).
These are first results from a new global InSites Consulting youth study in over 15 countries. The full research report is available online.