RESEARCH: Understanding Clear Channel's Urban Tribes: NGEN
Provided by Clear Channel
Ngens are one of Clear Channel's audience 'tribes'. Young, social, connected and passionate about their cities
What was the Challenge / Background of the Campaign?
Clear Channel know the urban audience inside-out. They have identified six key audience groups (TRIBES) that make up 70% of the UK population - each has a lot of money to spend and all of them are hard to reach through other forms of advertising.
Clear Channel delved deeper into each of their TRIBES to share unique insight into each TRIBE influential Out of Home audience.
Here we focus on the NGEN Tribe: Ngens represent the future of the UK. They live for the moment, and spend much of their time Out of Home. They are highly connected, sociable and influential.
What was the Campaign Objective?
Where a typical panel would only deliver part of the picture, Clear Channel set about building a community that would give them deep and rich insight and allow on-going engagement for Clear Channel and our brand partners.
To truly understand the NGEN influential and hard-to-reach audience, the following topics were developed:
- Shopping, leisure and the changing high street
- Technology and must-have gadgets
- Advertising and brands
- Global issues, politics and trust
- Neighbourhood and community
What was the Solution?
Working with our research partners Crowd DNA and Trajectory Partnership, we established a community of 400 Ngens from eight cities and collated information on their lifestyles, attitudes and behaviours via an exclusive online portal.
The community members needed to be:
- Be aged between 18- 34
- Own at least two of these: a smartphone, tablet, laptop, games console or PC
- Be an active social networker
- Be sociable, going out for entertainment, leisure at least twice a week
What were the Results?
- 42 hours spent out of home per fortnight
- 15 hours spent socially with friends each week
- 60% say they are the person their friends turn to when they need advice
- Fortnightly discretionary spend of 200 million pounds
- 1 in 4 have been prompted by a poster to find out more about the product that is being advertised
What were the Key Learnings of this Campaign?
Ngens are urban, connected and influential consumers whose upward mobility allows them to live in the moment and plan their lives Out of Home, engaging less with traditional media.
Connected: Ngens are tech-savvy, active users of social media and own at least two connected devices.
Sociable: Ngens socialise both online and offline, meeting up with friends more than once a week.
Influential: Ngens tend to buy new products before most of their friends.
All that socialising means Ngens spend 5% more time Outside than their peers - 2.5 hours more every fortnight.