Study Uncovers Insights for Brands Seeking to Engage a New Generation of Highly-Connected, Technology and Brand-Savvy Teens
NEW YORK, NY--(Marketwire - Aug 15, 2011) - New York-based social media agency Mr Youth today released the findings of a new research study, Class of 2015, that examines the next generation of youth, specifically this year's incoming college freshman. The purpose of the study was to uncover insights for brands that are seeking to build a connection with this new consumer. Through national surveys and focus groups, the study looked at how this generation uses social media to stay connected, how they use technology to get social, and what they expect from brands.
"We know the Class of 2015 is active online, using many different technologies and forms of social media," said Matt Britton, Founder and CEO of Mr Youth. "Our research focused on looking behind the scenes to uncover what purpose each channel serves in their lives and determining what drives their brand engagement decisions."
Through a mix of both quantitative research (nationwide polls and discussions) and qualitative insights gathered through user-generated video and focus groups, Mr Youth distilled the findings into five distinct areas for brands to consider as they seek to understand and reach this generation, i.e. Five Ways to Friend the Class of 2015:
"The Class of 2015 is profoundly different from other generations in some ways, and similar in others," said Britton. "Knowing how to connect with this age group requires brands to know the difference."
To view the full report and video, please visit www.meet2015.com.
ABOUT THE METHODOLOGY
The study was conducted in three phases during the spring of 2011, and consisted of both quantitative and qualitative elements:
ABOUT MR YOUTH
New York-based Mr Youth is a social media agency that was founded in 2002 as the antidote to traditional media burnout. Since then, Mr Youth has worked with some of the world's leading brands -- including MSN, P&G, Ford and HP -- to help them connect with the rapidly evolving consumer by developing strategies and campaigns centered around word of mouth, social interactive and experiential marketing. Mr Youth is dedicated to building a legacy of innovation and best-in-class proprietary platforms like RepNation and Crowdtap. RepNation, the leading word of mouth network of 125,000+ savvy consumers, provides marketers a direct channel to conceive ideas, market with, and gain insights from their own consumers. Crowdtap, an on-demand network for participation, enables marketers to easily tap insightful and influential crowds of people to involve consumers at all points of the marketing lifecycle.
Mr Youth was recently ranked 7th among Fast Company's "Most Innovative Companies in Advertising and Marketing." Crain's New York Business named Mr Youth one of its "Best Places to Work 2010," and in 2009 Mr Youth was awarded "Social Media Agency of the Year" by Mashable's Open Web Awards. For more information, visit www.mryouth.com.
Contact Information:
Contact:
Kristen Bryan
DiGennaro Communications
kristen@digennaro-usa.com
212.966.9525