RESEARCH: The Truth About Youth: TV and Young People
Provided by Thinkbox
Thinkbox conducted a survey to see young peoples' attitudes towards media and TV.
What was the Challenge / Background of the Campaign?
With the growth of TV, it is important to take a close look at how developments like new devices, new platforms, and new commercial opportunities are affecting young people. Thinkbox conducted a quantitative and qualitative study using a nationally representative sample of 1000 10-24 year olds to gain a broad and comprehensive understanding of their attitude to media and the role they play in their lives.
What was the Campaign Objective?
TV is expanding at a breathtaking pace. New devices, new platforms, new commercial opportunities... these are all having an impact on our relationship with TV and it is important to take a close look at how these developments are affecting the younger generation.
What was the Solution?
During the study, we explored a number of key issues, including how young people aged between 10 and 24 use content and the role played by TV and other media in their lives. We commissioned Tuned-In to examine how TV fits into young people's tech-filled lives, their attitudes to viewing and the impact TV advertising has on them.
What were the Results?
The Thinkbox TV study found that 58% of our respondents claimed to watch the majority of their TV via a computer although the importance of shared viewing is strong with 59% watching most of their TV with someone else. We also recognised that now there is a real coming together of social media, messaging and mobile with the convergence of technology such as smartphones enabling these 3 activities at once. Overall, 63% of all young people agree that they love watching TV with agreement to this statement rising the older they get.
What were the Key Learnings of this Campaign?
Our last work into youth was only a few years ago yet gaming, social media and the use of smartphones have all increased in prominence giving young people more options than ever. Despite this our Truth about Youth work has shown that TV is continuing to play an important role in their lives and still addresses the key needs states we identified in 2007. In addition to this, TV is still the most impactful and memorable advertising medium by far.