Fresh results from Label Networks’ new set of consumer research questions from a representative sampling of 13-25-year-olds across North America indicate major new trends when it comes to youth perceptions and influences about topics such as non-profits”, green marketing, the environment, gun control laws, and humanitarian concerns. In this week’s story, we concentrate on the findings to the question, when it comes to non-profit organizations, “What do you think are the best ways for these non-profits to get their message across?“
Results indicate the clear generation gap already starting when it comes to new media and social networks as a form of communication, with younger demographics having higher percentages that say Community Websites such as MySpace, Facebook, than older demographics–with the change starting at the age of 19-20. Overall however, 25.6% of youth culture in North America say Community Websites indicating the power of new media. This drops to Event Sponsorship at 22.7%, TV Ads at 19.3%, School Education programs at 12.3%, and Internet Ads at 7.6%. Interestingly, Documentary Films also rank fairly high as do Radio Ads and YouTube videos.
What’s also quite telling about reaching youth culture today however are the differences in percentages based on specific demographics. For example”, females clearly believe that Community Websites are more effective for non-profits to get the word across compared with males, ranking them as the #1 method, whereas males rank Event Sponsorship #1 as the most effective means. Males also rank TV ads higher than females.
By age groups, the results also indicate where trends are headed to communicating with youth culture in general as older demographics have higher percentages for Event Sponsorship than younger and younger have higher percentages for Community Websites. Interestingly, Documentary films peaks among 18-20-year-olds, indicating a new target market in this sort of format.
While the results to this question were based on getting the message across for non-profits, the information is also applicable in some cases to branding and marketing in general, especially in North America whereby the marketplace is more philanthropic oriented. What’s important to note however are the differences based on the target demographic, not only by gender, but even more importantly by age groups which are where changes in communication patterns are clearly different.
For more information about the cross-tabs by gender and age groups, or information on Label Networks’ Premium Global Youth Culture Subscription 2008, contact firstname.lastname@example.org; (323) 630-4000.