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Mist on Habbot tehty

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Mist on Habbot tehty

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    1. Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Mistä on Habbot tehty? ITK Seminaari – Nuoret ja Media Paneeli: 20.4.2007 Satu Heliö, User & Market Insight, Sulake Corporation This is the front page of the template. Don’t change anything else then the text! This is the front page of the template. Don’t change anything else then the text!

    2. 2 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Sulake Corporation Interactive online entertainment: online communities, and casual multiplayer games Founded 2000, HQ in Finland Core Product: Habbo Hotel Businessmodel: end user revenues and advertising ~300 employees, 19 countries

    3. 3 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Habbo Concept Habbo is a new type of youth brand, based on one of the world’s fastest growing online communities for teenagers Users create their personalised characters User can browse the community site, visit different public rooms or go to other Habbos’ guest rooms The key to Habbo is social interactivity: Meeting other Habbos and having fun together! Growth by word-of-mouth Over 7 million unique users monthly Over 60 million characters created globally

    4. 4 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Habbo User Profile

    5. 5 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Media Usage Globally

    6. 6 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Habbo Users...

    7. 7 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Research in Web 2.0 Environment In Habbo, one of the world’s fastest growing online communities for teenagers, you can feel and touch trends, hear teens’ opinions and get immediate reactions Users extremely eager to participate in research projects, and respond with strong sense of duty Quick way to get to teens’ opinions in over 20 countries Core teens 13-17 year old, also tweens 10-12 yr Enables data collection with versatile research methods Note: legislation in different countries

    8. 8 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information About the Segmentation Research The Global Habbo Youth Segmentation survey was conducted in May 2006 in 22 Habbo Communities The users were invited through Habbo to an external survey form 42 400 Habbo users participated in the survey globally NOTE: Each community has an equal weight in the analysis The Research was conducted by 15/30 Research, a Finnish market research company that focuses on the youth segment

    9. 9 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Objectives Main purpose to increase understanding of the Teenagers behind the Habbo avatars

    10. 10 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Survey Themes Who are they? Demographics Values, attitudes, personality What is their life like? Interests, hobbies Lifestyles Media usage Consumption behavior What do they do in Habbo? Habbo usage, favorite activities etc

    11. 11 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Most Respondents 13-16 year old

    12. 12 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Global Teen Characteristics No 1 Value: having warm social relationships, both with friends and parents Most rather conservative in their values Fame, wealth and influence important to about half Generally very positive self-image A socially responsible world-view Most claim to be tolerant, but many have negative attitudes towards minorities Top 3 interests globally similar: music, movies and computers

    13. 13 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Media Usage Globally

    14. 14 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Net Usage

    15. 15 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Money Usage Median respondents have 30 €/month for their personal use Average amount is 110 €/month

    16. 16 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Consumption Behavior Even though many say they are experimenting consumers, most prefer to buy brands they know 40% say they are environmentally conscious consumers Top Teen Brand listings available from all countries

    17. 17 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Global Habbo Youth Segmentation

    18. 18 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information How does User Segmentation work? Cluster-factor analysis provides an accurate and reliable method for identifying groups with similar characteristics The variables examined were personality, values, attitudes, subculture membership, areas of interest and consumption behaviour – no pre-assumptions were made The segments were formed so that the variation inside each segment is as small as possible, and the variation between different segments is as large as possible Using these statistical methods several clusters were found After iteration and testing, a five segment model proved to be the most accurate

    19. Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Global Habbo User Segments

    20. 20 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Achievers 56% Boys Highest ratio among 13-16 yr old users VALUES Material welfare and success PERSONALITY Self confident, ambitious, self centred ATTITUDE Intolerant towards minorities, e.g. foreigners & homosexuals. Negative towards environmental issues INTERESTS Sports (competitiveness), computers, fashion, partying CONSUMING TRENDS Follow mainstream trends, buy also luxurious brands

    21. 21 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Traditionals 49% Girls Largest ratio in under 12 yr olds VALUES Personal safety, ordinary life, risk aversion PERSONALITY Responsible, helpful, modest ATTITUDES Conservative, but positive towards environmental protection INTERESTS Nature, pets, sports (health) CONSUMING TRENDS Cautious, high savings rate

    22. 22 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Creatives 59% Girls Largest in 11-16 yr olds VALUES Creative self-fulfilment, artistic PERSONALITY Open-minded, curious, active, social ATTITUDES Tolerant, strong social conscience INTERESTS Wide range of cultural & intellectual interest, e.g. design and books CONSUMING TRENDS Experimenting, ethical, creating upcoming trends

    23. 23 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Rebels 52% Boys Similar ratio in all age groups VALUES Fun and enjoyment, fast-paced lifestyle PERSONALITY Carefree, disobedient, open-minded, risk-taking ATTITUDES Quite positive towards non-severe illegal practices, like computer piracy and mild drugs INTERESTS Extreme sports, gambling & betting, street culture, e.g. graffiti CONSUMING TRENDS Experimenting, low savings rate

    24. 24 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Loners 46% Boys Size of segment grows with age VALUES Security, unsocial IRL PERSONALITY Passive, generally unsatisfied, insecure, shy ATTITUDES Quite positive towards homosexuality, but not foreigners. Somewhat supportive to computer piracy and similar INTERESTS Focused areas of interest, like computers, comics, role-playing, gaming, science CONSUMING TRENDS Selective consumers, not interested in trends nor environment

    25. 25 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Global Segment Sizes

    26. 26 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Segment Sizes in Different Countries

    27. Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Habbos in Finland This is the sub title slide. To this you can add different Sulake/Habbo images (check instruction from Intra how/when to use what image) This is the sub title slide. To this you can add different Sulake/Habbo images (check instruction from Intra how/when to use what image)

    28. 28 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Finnish Teens in Habbo Sample size 2480 Median age 13 years Girls 61% Boys 39% 69% live in cities

    29. 29 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Finland – Top Teen Brands NOTE: The most preferred teen brands were asked with open questions – no pre defined options given

    30. 30 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Finland – Top Teen Media

    31. 31 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Finnish Users’ Differencies compared to other countries Personality Finns are among the least ambitious users Especially uninterested in obtaining influence in life Values & attitudes Very traditional attitudes, security-seeking E.g. very positively disposed towards marriage The most patriotic users (61% vs 26% other countries) Less interested in having friends from foreign countries More positive towards environmental protection and helping poorer countries

    32. 32 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Finnish Users’ Differencies II Interests Especially interested in comic books and most interested in reading books in general Most interested in sports, exercising, health and well-being More interest to nature and outdoor activities (e.g. highest interest towards fishing and hunting (41%)

    33. 33 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Finnish Users’ Differencies III Media and Consuming trends 20 € for personal use/month Most likely to prefer domestic products from all countries Magazines are less important to Finns than other countries

    34. 34 Firstname Surname – Sulake Corporation Oy Strictly confidential – legally protected and privileged information Kiitos, Thank You!

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