TRENDSPOT 2008 BY NIELSEN MEDIA

WHAT ARE THE YOUTHS SEEKING FOR?
More content applications
68% of youth want the industry to help THEM get more digital contentat fair price
63% of youth love music -Own, Rent or Free
15% of youth would listed every minute of the day (if they could Download,stream)
57% listening to more music now that it’s digital

SO WHAT MATTERS TO YOUTHS?
MUSIC MATTERS
-Music passion at an all time high: everyone loving it
-Music content explosion: so many artists, so many songs
-Need for guides: charts, highlights of what’s hot, to keep up
-Global: music focused on a few mega stars
-Arise: rise in interest for music from Asia (Korea, Japan)
-Local: 80% of preference for content in local context.

HOW THEN DO MARKETERS CONNECT TO YOUTH?
-Back to the music
-Live events
-Digital cleared content
-Read content

MEDIA INSIGHT - WHAT’S HOT
-Spending time online 48%
-Listening to music 36%
-Using my mobile 27%
-Sending emails 17%

WHAT’S NOT
-Spending $$$ on music 11%
-Playing console games 14%
-Watching TV 20%

THE BIG SWITCH TO?
-Posting,Hosting,Sharing, Building Friendship Communities

VISIT SOCIAL NETWORKS SITES WEEKLY
-Brazil (84%),India (83%),China (69%),USA (66%),UK (58%),Mexico (49%), Australia 47%), Japan (45%), Italy (41%)

ASIA
-69% are viewing blogs
-39% are posting comments
-30% have their own blog


THE 3 LIFE STAGES,9 SEGMENTS,
YOUNG ADULTS
-The Spirited,
-The Sheltered,
-The Pragmatic

WORKING ADULT
-The Go-getters
-The Established
-The Clock-workers

SENIOR CITIZENS
-The Silveries
-The Toilers
-The Strugglers

WHO ARE OUR CONSUMERS?
SILVERIEs-Born before 1945
BABY BOOMERS- Born between 1946-1964
GENERATION X- Born between 1965 - 1980
GENERATION Y- Born between 1981 – 1994
DIGITAL GENERATION- Born after 1995


Source: MTV Asia LDC