youth dynamix

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Painting a picture of SA youth in the digital world

Presented by Youth Dynamix

26 August 2009

Property of Youth Dynamix www.youthdynamix.co.za 1

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Introduction to Youth Dynamix

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Strong African Footprint• (South Africa), (Kenya) and

(Nigeria)

Youth Dynamix successfully conducted work across 11 Sub-Sahara African countries

Developing relations in India, Russia and the Middle East.

Part of JWT & WPP groupLong-standing international affiliations with:

Global pedigree


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Specialist Youth Agency

10 Years Experience & Data

Ability to Track Trends & Mine Insights

Developing Market

Family


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Youth Dynamix has extensive experience across a wide range of brands and

categories


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The youth today

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We are living in a very youthful world, with almost half

of the current global population under the

age of 25!- United Nations World Youth Report 2005

The youth today

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New challenges

A new generation of young

consumer who requires different treatment to

previous generations

New opportunities

The youth today

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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24+

The Age of Observation

0-2

The Age of Exploration

3-6

The Age of Investigation

7-9

The Age of Experimentation

10-12

The Age of Analysis

16-18

The Age of Examination

The Age of Contemplation

19-24

Early adopters of technology

13-15

The Age of Belonging

Move to independence

The youth today

Fickle technology users

Technology multitaskers,

authors, creators

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“A desk is a dangerous place

from which to view the world”

-John Le Carre

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Trends


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TrendsTaking the wealth of raw youth research

data and mining them into brand and campaign relevant insights

Insights that show pervasive trends affecting the youth’s environment,

behaviour and mindsets

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MXbook

Property of Youth Dynamix

Über Generation

extreme materialism

brand power

demandage

extreme consumerism

the ‘NOW’ crowd

YouthTrax® 2008/9

Über Generation: This generation is characterised by excess: the more they get, the more they want.

Happiness on Lay-bye as well as Eat, drink & be merry (Now Generation): These trends have morphed from the youth’s love of materialism and an aspired lifestyle

cellUlife

globalisation

world in room

technological revolution

Tech slaves

world in your hand

CellUlife & Mxbook: Cellphones have become the centre of the youth’s universe.

Happiness on Lay-bye

Eat, drink & be merry

TrendsTechnological revolution: Youth are growing up with screen based media from a young age

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Über Generation

world in your hand

globalisation

world in room

cellUlife


Tech slaves

Trends: Technological Revolution

New playing field –shifted traditional

boundaries; affecting how they think, how

they access and share information, how they play, interact socially

and communicate

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Über Generation

world in your handglobalisation

world in room


Tech slaves

Über Generation

Trends: cellUlife

The youth have an insatiable need to be

connected all of the time → mobile oxygen

cellUlife

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Trends: cellUlife & MXbook

Über Generation

world in your handglobalisation

world in room


Tech slaves

Über Generation

cellUlife

24/7 Connectivity

Networks

2-way communication

YouthTrax® 2008/9

MXbook

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Trends: Über Generation

extreme materialism

brand powerdemandage

extreme consumerism

Über Generation

the ‘NOW’ crowd “Freedom of expression is part of the revolution for the way

kids want to grow these days….”

`Sakhile Mzizi Township- Skateboard and BMX event organiser

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•Über-stimulated

This generation is characterised by excess:

extreme materialism

brand powerdemandage

extreme consumerism

Über Generation

the ‘NOW’ crowd

Trends: Über Generation

•Über-indulged

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They have an insatiable need to

spend, spend, spend… consuming brands / products

conspicuously

Trends: Brand Power & Extreme Consumerism

brand power

the ‘NOW’ crowd

Über Generation

demandage

extreme consumerism

extreme materialism

BratTrax® 2006/7

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Youth today


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Outspoken

Youth today

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Well connected

Youth today

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Individualistic

Youth today

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Youth today

Media proliferation

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Youth today

Multi-tasking

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Youth today

Digital Native

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Youth today

ME-centric

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New rules of marketing


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Community

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Networks


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Contribution

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Conversation


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Content


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Choices

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Multi-sensorial

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Authenticity

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Moving to four e’sProduct

EXPERIENCE

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Moving to four e’s

EVERYPLACE

Place

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Moving to four e’s

EXCHANGE

Price

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Moving to four e’sPromotion

EVANGELISM

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Thank YouThank You

42

Think Youth, Think Youth Dynamix!

Youth Dynamix retains the intellectual property rights to this document. Unauthorized usage of the ideas presented herein, or replication in any form is strictly prohibited

For Further Enquiries / Information please contact:Youth Dynamix South Africa at

34 Homestead Rd, cnr 12th Avenue & Rivonia Rd, Rivonia, South Africa

Tel: +27 11 806 8000

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