Real Life. Real Insights. Real Action.
Connected devices and the mobile internet are radically transforming the way people behave. Mobile phones, tablets and even wearable technology are resulting in large parts of our lives being conducted online. But the real meaning of mobile is people. This is not a technological revolution; it’s a deeply human one. The gadgets may change but the behaviour they enable – that basic desire to connect, create, share and discover – is timeless.
THREE THINGS TO REMEMBER ABOUT YOUNG PEOPLE TODAY THE THREE TRIBES Today’s youth can be broken down into three groups.
OPTIMISTS (13-15)
EXPLORERS (16-19)
REALISTS (20-24)
Confident digital natives who are passionate users of social media and highly engaged with brands
Forward-looking and socially conscious. Sophisticated users of social media but less engaged with brands
Young adults with a growing world awareness. Social media helps them maintain relationships and brands re-enter their lives as income grows
This is also a revolution that’s being led from the bottom up. Young people have always been in the vanguard of change and never has that been more true than today. The future belongs to those mobile-centric millennials who will set the template for consumer behaviour in the next 10 years and beyond. As an insight-first, insight-fast business, it's Facebook's job to help brands meet that future head-on. To do this we've created a global insights practice called FBIQ to help make sense of how technology impacts cultural, economic and social behaviours around the world. We’ll use the outputs of FBIQ to improve our platform as well as share them with clients, agencies and partners to improve decision making in their businesses. Our first FBIQ study, Coming of Age on Screens, aims to find out what – or rather who – lies behind the radical shifts in consumer behaviour driven by mobile. We wanted to understand the reality for young people today: how do they feel? What do they think? What are their hopes, dreams and fears? What role does technology play in their lives and how does it change as they grow up? So we set out on a comprehensive study of global youth commissioned from a research partner, Crowd DNA. Crowd DNA conducted in-depth studies with 11,000 13-24 year-olds in 13 countries, including 1,000 in the UK. What we learned is that the universal truths of growing up haven’t changed, but where they play out has. Coming of age is – as it’s always been – a period of growth, change, possibility and, at times, difficulty. What’s different today is that youth are coming of age on screens. Growing up today is digital and overwhelmingly mobile, revolutionising how young people form identity, express themselves and connect. What follows is a snapshot of our findings for young people in the UK, presented in a manner we hope you find simple to digest. Flip this book around and you can also read an exclusive comic inspired by our study. There’ll be more to come from FBIQ, but we hope you find this first chapter as illuminating as we did.
Nicola Mendelsohn
Source “Coming of Age on Screens” by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 1,000 UK people online, age 13-24
The future is mobile.
FOBO IS THE NEW FOMO For young people, connectivity is like oxygen and using the internet comes as naturally to them as breathing. Many young people actually suffer from a fear of being offline.
72% of young people can’t
leave the house without their mobile phone
57%
would prefer to give up their TV than their phone
87%
of young people own or use a smartphone
SOCIAL MEDIA IS SOCIAL GLUE Social media makes young people feel more connected to each other – it’s also a window for them to develop a greater understanding of, and closeness with, the world.
45%
of young people on average feel lost without social media
59%
feel closer to the people they know as a result of social media
66%
agree social media makes them feel more up to date with the world
61% agree
social media makes them feel part of a wider community
VP EMEA, Facebook
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03
AGE
13-15
SOCIAL SOULS
49%
feel lost without social media
They are passionate users of social media and are most likely to use Facebook to keep up with friends and express their true self.
49% believe the number of followers
you have on social media is a good indication of your popularity
GOOD VIBES
56%
describe themselves as optimistic
70%
try to see the positives in every situation
Young teens have a positive outlook on life. They are happy and confident, close to their family, and respect all generations.
48% agree their generation
is going to change the world
75% can’t leave the house without their mobile phone
BRAND BONDING
DIGITAL NATIVES They are digital natives whose lives have been shaped by technology – especially the smartphone. In fact, technology is so pervasive in their lives that they have a fear of being offline (FOBO).
54% like to tell people about their everyday life
66%
believe it’s important to have the latest technology and gadgets
They see brands as an important form of expression, and are interested in connecting with them online.
70%
expect brand content to be entertaining
70%
agree they like to be connected to the internet wherever they are
55%
agree brands and labels are important when it comes to buying things
61%
would share interesting brand content on their mobile with their friends
“It would be a lot harder without the internet because I wouldn’t be able to communicate with as many people, especially if they’re abroad. It would be hard to keep in touch and I wouldn’t have as close a relationship with them as I do now.” Thomas, 14
Source “Coming of Age on Screens” by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 1,000 UK people online, age 13-24
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05
AGE
16-19
85% like to keep in touch
with their friends via technology
SOCIAL SAVANTS They are sophisticated users of social media, which keeps them connected to each other and helps them feel more up to date with the world at large. They are more likely to use Facebook to connect with friends than as a place to talk about themselves.
69%
agree social media makes them feel more up to date with the world
75% agree social media
67%
helps them stay up to date with their friends/family
FUTURE FOCUS Older teens are forward-looking and globally curious. Of all the age groups they are the most aware of life’s impending challenges, but they understand what is required of them to succeed and are prepared to work hard to achieve their goals.
71% say they are
worried about the future
42% are passionate about education
57% say they are
planning for the future now
PAY IT FORWARD
41%
TECH ME OUT Explorers lead busy lives and are conscious of how others view them. Technology is integral to their social lives, with the internet taking over from the shopping centre and the school corridor as the place where they hang out and flaunt their individual style.
58%
say they are image-conscious
say Facebook is good for keeping up with friends and family who are far away
They are less interested in brands than younger teens but are still prepared to share brand messages – especially on Facebook.
agree brands and labels are very important to them when it comes to buying things
52%
would share interesting brand content on their mobile with their friends
67%
expect brand content to be entertaining
“I feel like the world is getting smaller because more and more people are getting connected.”
50% hang out online –
Alanah, 17
second only to friends’ houses
Source “Coming of Age on Screens” by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 1,000 UK people online, age 13-24
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07
SELECTIVE SOCIAL
AGE
20-24
63%
say Facebook is good for keeping up with friends and family who are far away
Social media becomes more important again as they move away from friends and family. Facebook is the primary way they stay connected, while their overall use of digital platforms shrinks to only the most useful ones.
2x
47% like to tell people
more likely to say Facebook is part of their life (1.8x vs Twitter and 2x vs Snapchat)
REALITY COMPLEX
59% are concerned
45%
Only describe themselves as optimistic
about global issues
As they grow into adulthood, young people become less positive and more concerned about global issues. They have less spare time as university and jobs absorb their attention.
49%
Only are happy with their social life
BUYING BACK IN
NATURAL ADOPTERS Older youths remember a time before the internet, so they are less likely to believe that technology is integral to their lives. Even so, they are natural adopters of technology – with second-screening second nature to this age group.
78%
agree they like to keep in touch with their friends via technology
With more disposable income, brands become more relevant again. They are more likely to interact with brands on Facebook vs other platforms.
65%
expect brand content to be entertaining
73%
like to be connected to the internet wherever they are
82% always/mostly use a mobile device while watching TV
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about their everyday lives
46%
agree brands and labels are very important to them when it comes to buying things
53%
are likely to interact with brand content on Facebook
“When I watch things like TV or movies I’m always doing something else at the same time. I can’t seem to just sit still and watch a film. I normally have my laptop there, especially if I’m watching a film on it, and I’ll just have a quick browse on Facebook or other sites while I’m watching it.” Melody, 21
Source “Coming of Age on Screens” by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 1,000 UK people online, age 13-24
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4. Mobile is their first screen
5. From One Screen to Five
Eighty-seven percent of this generation own or use a smartphone. Seventy-two percent can’t leave home without it. And 57% would prefer to give up their TV over their mobile phone. Their mobile phone is their lifeline.
THE OPPORTUNITY Brands have a role to play in young people’s lives as they look for ways to express their identity. They also welcome brand content on social media – but relevancy and trust are key.
48% of young people agree
53% agree they only pay attention
68% expect brand content
Facebook is more popular than Twitter for interacting with brands
52% would share interesting
And more important than YouTube for brand discovery
to advertising from brands they trust
2.8x
to be entertaining
brand content received on their mobile
1.4x
6. Content is King
THE INSIGHTS
Eight takeaways for marketers who want to connect with young people on Facebook.
2. Optimism over Adversity
1. Coming of Age on Screens Growing up today is digital and overwhelmingly mobile, revolutionising how young people form identity, express themselves and connect. What it means for you: The universal truths of growing up haven’t changed, but where they play out has. What role can you play as a brand to aid young people in this transition? How can you use the same tools they’re using to be a source of information, inspiration or validation?
3. A Place of their own While young people access the web through different devices, the destination is always the same. Online is a place where they connect, converse and form bonds with their friends over time and in real time.
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What it means for you: As multi-screening becomes the norm, marketers can turn what could be perceived as a distraction into an integrated brand experience that extends from TV across multiple screens. An integrated media approach can create “surround sound” where a brand’s message, voice and identity are clear, consistent and recognisable across devices.
Source “Coming of Age on Screens” by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 1,000 UK people online, age 13-24
brands and labels are important to them when it comes to buying things
What it means for you: To reach this generation, brands must adopt a mobile-first mentality. This includes creating bite-sized, image-heavy content and catchy videos designed for minds on the move. How would you recalibrate if you were to operate with a mobile-first mentality?
Youth today use an average of five devices and often use multiple screens in the evening, especially while watching TV. Eighty-one percent of them always or mostly use their mobile phone while watching TV.
What it means for you: Unlike hangout spots of old, there is a legitimate space for brands online. But brands need to earn the right to enter this space. Knowing that young people value humour and expect brand content to be entertaining, what can you do to earn their attention, while staying authentic to your brand voice? How can you come across as human and likeable – a presence they want to invite into their worlds?
Despite coming of age during a difficult time, young people today value happiness above all. They’re not afraid to work hard to achieve their goals and they believe their generation is going to change the world. What it means for you: Brands can reinforce or reignite the positivity and hope that defines this generation. What inspirational stories can you share of youth that have defied the odds with their talent, ingenuity and motivation? How can you turn that inspiration into action? What tools can you provide this group to reach their own aspirations?
Online is a key place where young people foster their image, curate their personas and express themselves through engaging content. What it means for you: What content can you create that reflects the image young people want to share online and appeals to their values?
7. Pictures are Worth a Thousand Words Youth today express themselves via photos, videos, emoticons and emojis – driving a shift to a new visual vocabulary and often replacing the need for text.
What it means for you: It’s important to communicate with young people in the language that they speak and understand, and that language is increasingly visual. What assets can you translate for an image-oriented generation?
8. They are Individuals, Not a Collective We often view 13-24 year-olds as one big, homogeneous group. In truth, there are nuanced phases young people pass through as they inch towards adulthood.
What it means for you: Young people value personalisation. They’ve grown up during a time where everything is personal, from playlists to technology so they like to be treated as individuals. Explorers are more open to experimentation, so how can you fuel discovery? Realists are more aware of their time and have lost a bit of their optimism. Is there a way you can help bring it back?
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“Social media makes me feel up to date with the world” UK: 66%
UK: 63%
France: 54%
France: 46% Germany: 59%
Germany: 62% Italy: 67% Nordics: 60%
Conclusion Social media plays a less central role for connecting people every day in France compared to the rest of the Europe.
“It’s important to me to have the latest technology and gadgets” UK: 54%
France: 39% Germany: 45% Italy: 49% Nordics: 36%
Although our research has found that Europe’s youths share a great deal in common, they all have their nuances, too. Compare and contrast our findings across different countries.
Conclusion The UK is the most tech- obsessed country in Europe, while the Nordics are much less likely to be early adopters.
Italy: 64%
Nordics: 61% Conclusion People in the UK and Italy are the most likely to feel up to date with the world thanks to social media, but once again the French place less emphasis on it.
Nordics: 69% Conclusion People in the UK and Italy suffer from serious FOBO, while French youths are the least likely to need to be online.
France: 60%
Conclusion A positive attitude is consistent across Europe, but Britain’s young people are slightly less optimistic than the rest.
“Social media is a good indicator of popularity” UK: 38% France: 36% Germany: 34%
Italy: 41%
Nordics: 37% Conclusion: Italian youths are the most likely to see social media friendships as a way to validate their popularity.
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UK: 56%
Germany: 56%
Italy: 59%
Nordics: 54% Conclusion French and Italian youths are more likely to be concerned about the future, reflecting a greater degree of political and economic instability in those regions.
UK: 43% France: 38% Germany: 62%
Italy: 19%
Nordics: 49% Conclusion German youths’ confidence echoes the country economic outlook, while young people in Italy are resigned to looking abroad for the best opportunities.
“I like to keep in touch with my friends via technology” UK: 83%
France: 77% Germany: 80% Italy: 80% Nordics: 76% Conclusion UK youths are most likely to stay connected to their friends via technology, while people in the Nordics are slightly less connected.
“I always or mostly use a mobile device while watching TV” UK: 81% France: 77%
Germany: 83% Italy: 83% Nordics: 72%
Conclusion French youths are surprisingly wedded to their phones – although not as much as Italians – while Germans are the most likely to leave the phone at home.
UK: 63%
Conclusion Germans and Brits are most wedded to their social media, while the French play it down.
Italy: 70%
Nordics: 68%
France: 67% Germany: 67% Italy: 67% Nordics: 64%
Italy: 38% Nordics: 36%
France: 57% Germany: 65%
Italy: 76%
“The best opportunities for me are in my country”
Germany: 49%
UK: 72%
UK: 72% France: 68% Germany: 64%
“I am worried about the future”
UK: 45%
France: 33%
“I like to be connected to the internet wherever I am”
“I can’t leave the house without my mobile phone”
“I try to see the positives in every situation”
“I would feel lost if I couldn’taccess social media”
Conclusion: Second-screening is second nature for European youths, with Germany and Italy leading the way.
“Brands and labels are very important when it comes to buying things”
“I expect brand content to be entertaining”
“I would share interesting brand content received on my mobile”
UK: 48%
France: 74%
UK: 68%
Germany: 68%
UK: 52% France: 46% Germany: 44%
Nordics: 56%
Nordics: 39%
Conclusion Italian and French youths set a high bar for brand content, while the Nordics are less fussed.
Conclusion And yet Italians are most likelyto share brand content, while the Nordics are more skeptical.
France: 47% Germany: 43% Italy: 42% Nordics: 43% Conclusion Levels of brand love are broadly consistent, though people in the UK are the most brand-focussed shoppers.
“I like it when brands I like speak to me on social media” UK: 46% France: 44% Germany: 44%
Italy: 51%
Nordics: 43% Conclusion Italian youths lead the way in welcoming brands on social media.
Italy: 76%
Italy: 54%
“Facebook helps me connect with friends and family” UK: 72%
France: 78% Germany: 65% Italy: 66% Nordics: 74%
Conclusion The French are the most positive about the possibilitiesof Facebook to stay connected.
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Source: “Coming of Age on Screens” by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 5,000 people online in the UK, France, Germany, Italy, Denmark, Sweden and Norway age 13-24. All numbers are on average unless otherwise stated.
“I use social media to connect with people I see every day”
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KEY STATS TO UNDERSTAND TODAY’S YOUTH
56%
are worried about the future
72% like to be connected
to the internet wherever they are
81%
always or mostly use a mobile device while watching TV
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83% want to work hard to accomplish their goals in life
52%
rank being happy in the top three most important things in their future
45%
would be lost without social media
87% own or use a smartphone
68% expect brand
content to be entertaining
53% only pay attention to advertising from brands they trust
Source “Coming of Age on Screens” by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 1,000 UK people online, age 13-24
63%
try to see the positives in every situation