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GENERATION Z. Who is the next influential ad market?. METHODOLOGY. Habbo is one of the leading sources of teen insights & data. There are more than 129 million registered Habbo characters worldwide & 3.9 million in Australia.

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GENERATION Z


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    1. GENERATION Z

      Who is the next influential ad market?
    2. METHODOLOGY Habbo is one of the leading sources of teen insights & data. There are more than 129 million registered Habbo characters worldwide & 3.9 million in Australia. Six online surveys were conducted during 16 April and 11 May 2009, with an average of 3,000 teens who are registered Habbo users participating in each survey.  Additional insights regarding Generation Z have been compiled from Habbo online research completed during 2008-09. Survey participants were between 12 – 18 years, and were evenly spread between males and females. Teens from every Australian State and Territory participated in the Survey. Survey questions were developed and results analysed by the Launch Group. Due to the age of the survey respondents, these research results provide an indication only of the emerging characteristics of this generation of youth.
    3. GENERATION Z – OVERALL PROFILE Generation Z is a down-to-earth generation, who appear more comfortable in their own skin and may be less faddish than Generation Y. Generation Z aren’t trying to make a statement about their choices…they are just making choices. Having a sense of community is paramount to Generation Z. They gravitate towards media which provides a sense of LIVE community – knowing this means their friends and peers are on the platform at the same time. Generation Z engages in live and fast interaction – whilst they are watching TV, they are generally on the internet and their mobiles at the same time. They follow good content – not necessarily the newest platform/medium.
    4. GENERATION Z – OVERALL PROFILE The ultimate career goal for Generation Z is to “enjoy their work” versus earning a lot of money, becoming famous or working towards the top of a company – which were more typical choices seen amongst previous generations. This generation doesn’t appear to have as strong a desire as Generation Y to live overseas or travel globally. Generation Z has a deep connection with Australia and its characteristics. They seek to understand and comment on national issues, and they are proud of Australia’s multicultural nation status. The desire to be entertained is powerful amongst this generation, who have grown up in a world which provides 24-hour access to digital entertainment. Generation Z has its own language, which rapidly and continuously evolves and can be difficult for those outside the community to access.
    5. GENERATION Z – OVERALL PROFILE Generation Z have strong family values, and they appear to mirror the values of their parents. Whilst they are extremely tech-savvy and are avid users of online services, Generation Z tends to favour more traditional media, such as television, as their news and entertainment source. Generation Z are very media and advertising literate. They are aware of the power of advertising and its impact on consumption habits. Generation Z are extremely altruistic, caring deeply about the environment and global humanitarian issues. Accordingly, they prefer brands which align with their personal value systems. Social justice issues are important to this generation. The majority of teens identified discrimination on the basis of race, religion, gender or sexuality as a key concern when selecting their future employers.
    6. Lifestyle Habits
    7. LIFESTYLE – OVERVIEW For the average Australian teenager, home life consists of: Living with their mum and dad in a household of around four people. Getting up between 7 and 8am and going to sleep between 8 and 10pm during the week. On the weekends – going to bed after midnight, with no set time for getting up the next day. Having one pet. Dogs are the most popular choice of pet
    8. LIFESTYLE – OVERVIEW Australian teens like to be involved in decisions around grocery items – however, they are open to parental advice, and to having their parents involved in decisions around what they eat. Food & television brings families together in the home. In addition to spending time around the dinner table during the week, watching favourite programs on TV is a popular way for families to spend time together. Australian teens prioritise digital activities on their weekends – surfing the internet and playing computer games are main priorities. Playing sports and going out with friends, whilst important, were lesser priorities. Australian teens want to connect to a global community – surfing the internet is something they will always do in their spare time.
    9. HOUSEHOLDS How many people in each household? Four – 37% Five – 23% Three – 19% Other – 21% Single or double parent household? Live with both parents – 66% Live with one parent – 20% Main way that you spend time together as a family: Eat dinner together most weeknights – 30% Go out together on weekends – 13% Watch favourite television programs together – 13% How many pets do you have? 1 pet – 23% 2 pets – 21% 3 or more pets – 66% (fish may be included)
    10. HOUSEHOLDS What time do you get up during the week? Between 6 -7am – 36% Between 7-8am – 33% What time do you get up on the weekends? It depends, no set time – 26% Depends on which day/ or if I have sport – 19% 9am or later – 18% What time do you normally go to sleep during the week? Between 8 – 10pm – 37% Between 10-11pm – 27% 11pm – midnight – 11% What time do you normally go to sleep on the weekend? After midnight – 30% It depends, not set time – 22% 11pm – midnight – 20%
    11. EXTRA CURRICULAR ACTIVITIES Time spent on activities on the weekend:
    12. GROCERY DECISIONS
    13. GROCERY DECISIONS
    14. Media Habits
    15. MEDIA HABITS – OVERVIEW Australian teens are news-hungry. Whilst the teens surveyed are extremely tech-savvy and are avid users of online services, they tend to favour more traditional media, such as television, as their news and entertainment source. Online media is a very popular communication and networking tool for Generation Z, who are clearly open to receiving advertisements online. The teens surveyed like to view information and entertainment content when it suits them best, and therefore will choose mediums that allow them the greatest control over the source, i.e. Subscription Television, iTunes, YouTube etc. Generation Z use different media simultaneously for entertainment and to communicate.
    16. MEDIA HABITS – OVERVIEW Almost three quarters (73%) of Generation Z prefer to watch Subscription television. Australian teens like to control and mould the medium – the majority of teens do not have a set TV viewing time. FOXTEL is the favourite TV brand of Generation Z, which reflects the need to be in control of the media. Australian teens like watch what they want, when they want to. Teenagers respond to new forms of advertising – nearly half (46%) of those surveyed have pressed the red button.
    17. NEWS PREFERENCES Major news source: Nightly news on TV – 53% Online – 16% Most trusted news source: TV – 42% Trust all equally (newspapers, online, radio & TV) – 37% Newspapers – 9% Teens read/watch the news: Once a day– 47% A few times a day – 29% Once a week – 17% Online news preferences: Newspaper website (i.e. smh.com.au, dailytelegraph.com.au) - 27% Google News – 19% Reasons for reading/watching the news: Teens like to stay informed and up-to-date with current affairs – 57% To understand what other people are talking about – 10%
    18. TV HABITS Favourite TV Brands: FOXTEL – 38% Channel Ten – 25% Channel V – 10% Channel Seven/Prime – 6% TV Platforms: Homes with Subscription TV – 56% Homes without Subscription TV – 44% Preference for viewing TV: On their own – 38% With family – 32% With friends – 14% TV viewing time: No special time – 45% After dinner, or later at night – 33% After school – 18%
    19. TV HABITS TV platform preference: Prefer Subscription TV generally – 43% Prefer Subscription TV sometimes – 30% Prefer television on Channel 9, 7, 10, ABC, SBS – 13% Not sure – 13% TV advertising: 46% have pressed the “red button”. Time spent watching TV: 16% spend 2-4 hours a day watching TV 34% spend 4-6 hours a day watching TV 11% spend 6-8 hours a day watching TV 10% spend more than 8 hours a day watching TV 3% spend less than 1 hour a day watching TV
    20. TV & ONLINE HABITS
    21. TV & ONLINE HABITS
    22. ONLINE HABITS Time spent online: 35% spend 2-4 hours a day online 26% spend 4-6 hours a day online 16% spend 1-2 hours a day online 11% spend 6-8 hours a day online 10% spend more than 8 hours a day online Why Generation Z spends time online: To stay in contact with friends and family – 35% To make new friends on social networking websites – 17% What else they do whilst online: Use mobile phone to text friends – 18% Watch TV (Channel 9, 10, 7, ABC, SBS) – 16% Watch Subscription TV – 13%
    23. ONLINE HABITS
    24. Advertising & Purchasing Habits
    25. ADVERTISING / PURCHASING – OVERVIEW More than three-quarters (82%) of Australian teenagers like advertising – not only tolerating it, but welcoming it. Australian teens have grown up in a media environment with constant exposure to advertising. Make me laugh – the use of humour in advertising is the preferred method of engagement, over serious content or high profile brands. What short attention span? Australian teens don’t seem to have a short attention span when it comes to advertising – when they are entertained they will keep watching/ listening.
    26. ADVERTISING / PURCHASING – OVERVIEW Advertising adds value – almost half (42%) of Generation Z surveyed thought advertising improved their experience with a product, game, social networking site etc.. by making it more entertaining Advertising is successful – 61% of teens acknowledge that advertising makes them purchase products. More than three-quarters (79%) of teens surveyed said they will go to a website for further information about a product after watching an advertisement on TV. The majority of Generation Z (53%) said they will purchase products online.
    27. ADVERTISING PREFERENCES Opinion of advertising: I like it when it’s about things I want, need or like – 31% I love advertising – it can be fun and entertaining – 29% I like it as long as there’s not too much advertising – 22% I don’t like it very much but I understand it’s role – 14% I hate advertising – 4% Advertising preferences: Advertising that makes me laugh – 46% Advertising about my favourite brands or products – 22% Advertising that doesn’t seem to be advertising – it’s just like entertainment – 16% Short advertising – 8% Video-style advertising – 8% Do you prefer advertisers to tell you when they are promoting something to you? No, I don’t care – 50% Yes, I always want to know when someone is advertising to me – 50%
    28. KEY FINDINGS
    29. KEY FINDINGS
    30. IMPACT OF ADVERTISING Is advertising successful in getting you to buy products? Yes – 61% Unsure – 23% No – 16% How do brands impact your experiences with a product/ game/ social-networking site? Brands make my experience more entertaining – 42% I don’t really take notice of the brands/advertising – 32% Not sure – 14% Brands disturb my experience – 12%
    31. PURCHASING HABITS How do you find out about the new clothing that you like? I prefer to go into shops and look at clothes in person – 46% Through advertisements in the media – magazines, TV, radio, online – 34% Through friends – 14% Do you purchase things on the internet? Yes – 53% No – 47% How often do you purchase things on the internet? A few times a year – 38% Never – 37% Once a month 14% Once a week – 6% Several times a week – 5%
    32. PURCHASING HABITS If you see something (a product, experience or competition) you are interested in on television, would you go to a website and find out more information? Yes, but after watching the program – 32% No – 23% Yes, to do a search to read product reviews before purchasing – 19% Yes, straight away – 14% Yes, at the same time as watching television – 12% How would you prefer to look up the website? On my home computer – 47% On my laptop, while I am still watching television – 25%
    33. Social Networking, Internet & Mobile Habits
    34. OVERVIEW Generation Z mainly uses their mobile phone to send text messages. The vast majority (66%) of parents do not restrict their teenager’s mobile phone use. Almost one-quarter of Generation Z said they would watch TV on their mobile phone, and 34% said they would watch mobile TV if it was affordable. 10% of teens surveyed said they already view TV on their mobile. Google is by far the most popular search engine for Generation Z (81%). Teens in this survey said they spend less time on Bebo and MySpace than they used to. The Habbo teens surveyed cited Habbo as their favourite social networking site (73%), with others being Facebook (12%), MySpace (7%), and Bebo (6%), and Twitter (2%). (NB: All survey participants are registered Habbo users). Generation Z is divided on the usefulness of blogs. Almost a quarter have their own blogs, however another quarter of the teens said they find blogs “boring”, and 14% said they don’t have time for them.
    35. MOBILE HABITS What do you mainly use your mobile phone for? Sending text messages – 52% Instant messaging (i.e. MSN for mobiles) – 13% Phone calls – 12% Do your parents restrict your mobile phone use? No – 66% Sometimes – 23% Yes – 11% Would you like to watch television on your mobile phone? Only if it was affordable- 34% Yes- 25% No – 24% Yes, I already do – 10% Not sure – 6%
    36. SOCIAL NETWORKING HABITS Which of the following do you spend the most time on? (NB: all survey participants were registered Habbo users) Habbo – 73% MySpace – 12% Facebook – 7% Bebo – 6% Twitter – 2% Do you spend less time on any of these sites than you used to? Bebo – 24% MySpace – 20% No I spend the same time or more time on all of these sites – 12%
    37. INTERNET HABITS What do you think of blogs? I am bored by blogs – 23% I have my own blog – 22% I don’t have time to read blogs – 14% I read and subscribe to blogs I like – 12% When you are searching for something on the internet, what website do you use the most? Google – 81% YouTube – 10% MSN – 5% Yahoo – 2% Not sure – 2%
    38. INTERNET HABITS
    39. Music Preferences
    40. MUSIC – OVERVIEW Music is a constant in Australian teenagers’ lives. Australian teenagers are willing to spend money on music. Australian teens like to be in control of when of what music they listen to, which is why they the majority of Generation Z favour iPod/ MP3 player (61%) & iTunes (40%). Music appeals to teenagers because it’s entertaining and relaxing. More than three-quarters of Australian teens (82%) access music from the internet. The majority (54%) of Australian teenagers spend up to $120 a year on music.
    41. KEY FINDINGS How do you prefer to listen to music? iPod/MP3 player – 61% Internet – 19% Radio – 7% CD – 6% TV – 4% Where is the main place you get information on new music and/ or your favourite bands? Internet – 37% TV – 19% Friends – 16% Radio – 16% If you listen to music on the internet, what’s the main platform you like to use? iTunes – 40% YouTube – 37%
    42. KEY FINDINGS Have you ever downloaded music form the internet? Yes, occasionally – 42% Yes all the time – 40% Never – 18% How much do you spend on music per month? $0- $10 – 54% Over $30 – 18% $10-$20 – 17% $20- $30 – 11% How often do you listen to music? Several times a day – 83% Once a day – 9% Several times a week – 6%
    43. MUSIC IMPORTANCE
    44. KEY FINDINGS Why do you listen to music? It’s entertaining – 35% It helps me relax – 25% It helps put me in a particular mood – 16% Because I aspire to be a professional musician – 7% Have you gone to see a live concert? Yes – 62% No – 34% I’ve booked tickets but haven’t seen it yet – 4% Do you play a musical instrument? If so, which style? I don’t play a musical instrument – 34% Guitar – 30% Piano – 13%
    45. Sport Preferences
    46. SPORT - OVERVIEW Sport is viewed by the majority of Generation Z as an essential part of everyday life and wellbeing. Almost 70% of teenagers said they played sport a few times a week, with a further 41% saying they couldn’t live without sports on a general basis. Exercise and health are important issues – Australian teens feel participating in regular sporting activities is a healthy way to have fun (34%), with nearly a quarter (24%) of teens saying they play sport for its exercise benefits. One-third (34%) of Generation Z surveyed demonstrated strong independence in their choice of sporting preference, with no outside influence on their decision to play sport. Extreme action sports are highly popular amongst Australian teens, reflecting their desire for stimulation, challenging activities and independence. Only a small number of Generation Z (16%) said they start to lose interest in sport when professional players engage in illegal off-field behaviour .
    47. KEY FINDINGS Are you interested in playing sports? Yes – 75% Sometimes – 16% No – 6% I prefer watching sport to playing sport – 3% How often would you play sports? A few times a week - 68% Once a week - 19% I don’t play sports – 5% Why do you play sport? Its fun – 34% It’s good exercise – 24% Because I aspire to be a professional sportsperson – 15% I like being competitive – 7% I like playing in a team – 7%
    48. SPORT PREFERENCES
    49. KEY FINDINGS What is the main sport you play? Soccer – 21% Netball – 10% Basketball – 8% Rugby League – 7% Tennis – 6% Australian Rules – 6% Who mainly influences your decisions to play sports? Nobody Influences me – 34% Friends – 22% Dad – 20% Do you lose interest in a particular sport when you see your favourite sporting heroes involved in illegal off-field behaviour (e.g. Ben Cousins’ drug use)? It’s none of my business what players do their personal lives – 46% No – 28% Yes – 17%
    50. KEY FINDINGS Do you prefer action/extreme sports to other sports? Yes – 36% No – 35% Unsure – 29% If you could try one action/ extreme sport, what would it be? Snowboarding – 24% Surfing – 14% White water rafting – 10% BMX – 9% Skateboarding – 8% Motor cross racing – 7% Is it your dream to take part in the Olympic Games? No – 42% Yes – 38% Not sure – 21%
    51. PREVIOUS RESEARCH CONDUCTED BY HABBO
    52. CAREER HABITS
    53. OVERVIEW The spirit of egalitarianism runs deep with Australian teenagers, who consider the absence of workplace discrimination as the second only to happiness on the job when it comes to selecting their future employer. Generation Z is more like ‘Generation Equality’ and they value their parent’s opinions over money when it comes to choosing their careers. Generation Z appears to be quite down-to-earth when it comes to their career planning, identifying their ultimate career goal as enjoying their work rather than earning a lot of money, becoming famous or working their way to the top of a company.
    54. KEY FINDINGS Careers are a focus for teens – with 58% of respondents saying their future career is very important to them, 39% said their career is “important” and only 2% said their career was not important. Despite this, 81% of respondents said they don’t feel pressured to choose a career Almost half (47%) of the teen respondents said “career enjoyment” was their primary career goal. For 40% of teens, the absence of discrimination based on race, gender or sexuality was a significant issue when it came to choosing an employer. “Earning a lot of money” ranked a distant third in consideration for teens – with only 16% of respondents indicating that this is an important factor in their future choice of employer or career. Power and influence gained a low score from teens, with their interest in being able to work their way to the top of a company receiving a favourable response from only 13% of respondents.
    55. KEY FINDINGS 32% of respondents said parents are the main influence on their career choice, 18% said friends. When considering what future employers may be looking for, 37% of teens thought “willingness to learn” was the most important attribute. This was followed by qualifications (24%), and work experience (19%). 44% of respondents said that they would attend university after school, 20% said they would study and work at the same time, 11% were unsure and 10% said they would go to TAFE. 30% of respondents believed they would only have one career, 31% were unsure yet, 23% said they would have two and 8% said they would have as many career choices as they could. 34% of respondents said they want to own their own business someday, 42% were unsure & 24% did not want to own their own business.
    56. ENVIRONMENTAL HABITS
    57. OVERVIEW Australian teens are very much in tune with important environmental issues within both Australia and overseas. Teens prefer to purchase brands/products that are environmentally responsible - the majority of teens (61%) said that they cared about whether their families purchased environmentally responsible or ‘green’ products. With the recent bushfires in Victoria, Australian teens feel even more concerned about the way the environment is being cared for. Teens want to play a hands-on role - most teens incorporate eco-friendly and green living activities into their everyday lives, including saving power and recycling. The majority of teens surveyed also understand the importance of investing in green, sustainable technologies and renewable energy resources.
    58. KEY FINDINGS When teens were asked which environmental issue they were most worried about at the moment, the following were the most popular responses (teens could choose only one issue): Bushfires (30%) Climate change (15%) Animal extinction (13%) O-Zone Layer reduction (9%) Water shortage & drought (8%) Air pollution (6%) Deforestation & removal of trees (5%) Melting of polar ice caps (5%) Please note: this survey was conducted in February 2009, in close proximity to the bushfires.
    59. KEY FINDINGS Bushfires were also the environmental problem that the majority of respondents chose to fixif they were able to (19%). Climate change (17%), animal extinction (15%), O-Zone layer improvements (12%), and water shortages (10%) were also popular choices. 70% said they actively make an effort to reduce their energy consumption. The majority of teens (61%) said that they cared about whether their families purchased environmentally responsible or ‘green’ products, and 43% said they or their family purchased environmentally responsible or ‘green’ products when they had the option to do so. Almost all teens (97%) said they believe that recycling is important and 82% said they recycled every time they could.
    60. KEY FINDINGS Over half the respondents (57%) use eco-friendly grocery bags every time they shop with their parents. Almost half the respondents (45%) currently help the environment by planting trees, recycling, saving water and walking over using a vehicle. Investing in clean green technology for the future was also a priority, with 90% of teens believing that Australia should be investing in renewable energy technologies such as solar power, wind power, and hydroelectricity to help save the environment. 85% believe they could do more to help the environment, and 65% believe that the Government is not doing enough to help our environment. The media are the greatest source of information for teens learning about environmental issues (65%), followed by school & teachers (14%) and discussion amongst friends (8%).