Starcom MediaVest Group and CNET Networks Unveil Youth Market Research That Breaks Through Common Myths
September 25 2006 - 1:00PM
Business Wire
Today�s young people care about the brands they use, talk often
with their friends about brands, and like watching real-time
television. These myth-busters and other compelling insights are
being revealed today by Starcom MediaVest Group (SMV) and CNET
Networks, Inc. (Nasdaq:CNET) as part of Advertising Week in New
York City�s annual schedule of industry events. SMG and CNET
Networks partnered on an extensive ethnographic youth study aimed
at helping marketers understand how to reach today�s elusive
population of 13- to 34-year-olds, responsible for $600 billion
each year in consumer spending. The findings can be found at
www.brandsirens.com. The two companies talked to more than 10,000
young people through 30 ethnographies, followed by a series of
online surveys and conversations. The goal was to determine how
young people feel about brands, how they talk about them with
friends, and how they take in, manipulate, and redistribute
marketing messages. Some of the findings � like the fact that they
value honesty and candor in marketing � were expected, while others
contradicted today�s commonly held beliefs. In addition, the study
identifies �brand sirens,� the super-influencers of the youth
market, including who they are, what they do, and how marketers can
better reach them. �We were able to confirm that some of today�s
commonly held perceptions about youth as consumers are wrong,� said
Renetta McCann, CEO of Starcom MediaVest Group, a leading global
brand communications group. �Historically, young people have
demonstrated brand skepticism. It has also been generally accepted
that they are losing interest in television, they don�t pursue
brand loyalty, they are impossible to reach, and that getting into
their inner circle is almost impossible. By putting the youth
market under the microscope, we ultimately learned that brands
still matter to them, and we gained invaluable insights about how
to engage them in a dialogue.� Highlights of the study include: 2
in 3 youth care about the brands they use 7 in 10 say there are
brands that they love Two-thirds feel there are important
differences between brands They seek loyalty: more than 40 percent
wish they could find brands to stick with and would switch if
another brand comes out that seems better More than half talk to
friends often about brands 73 percent watched real-time television
within the last day 7 in 10 will spend more to purchase a brand
they know and trust The �brand sirens� of the study (15 to 20
percent) are distinguished by their deep expertise in their
passions and interests, their constant quest for information on
those interests, and their desire to share what they learn with
large groups of people who rely on them for advice. Whereas in the
past, influential consumers helped their family and friends make
decisions, today�s brand sirens leverage technology to expand their
networks of influence exponentially. Key features of brand sirens
include: 82 percent talk about brands with their friends 87 percent
love sharing info about brands 85 percent love brands that keep
their promises More than half wish they could find brands to stick
with 70 percent send emails to friends about products and services
77 percent post reviews and product feedback online �This research
is an important step forward for marketers, who have less and less
control over their brands in this age of consumer choice, voice and
control,� said Barry Briggs, President and COO of CNET Networks,
Inc., an interactive media company that builds Web brands that
target passionate audiences. �We are giving them the tools to
understand how they can build strong relationships with the people
who have the power to make or break their brands.� For detailed
results, including data showing what types of campaign approaches
and marketing touch points get the attention of the youth market,
and examples of campaigns that have resonated with this market, go
to www.brandsirens.com. Starcom MediaVest Group Ranked one of the
largest brand communications groups in the world, Starcom MediaVest
Group encompasses an integrated network of nearly 5,300 contact
architects specializing in media management, internet + digital
communications, response media, entertainment marketing, sports
sponsorships, event marketing and multicultural media. A subsidiary
of Paris-based Publicis Groupe (www.publicis.com), SMG's network of
100 offices in 67 countries works in service to some of the world's
leading companies, and stewards many of the best loved brands on
the planet. About CNET Networks CNET Networks (Nasdaq:CNET)
(www.cnetnetworks.com) is a global media company with some of the
most important and valuable brands on the Web targeting passionate
audiences. The company's brands � such as CNET, GameSpot, TV.com,
MP3.com, Webshots, BNET and ZDNet � serve the technology, games and
entertainment, business, and community categories. CNET Networks
was founded in 1993 and has always been "a different kind of media
company" creating engaging media experiences through a combination
of world-class content and technology infrastructure. Today's young
people care about the brands they use, talk often with their
friends about brands, and like watching real-time television. These
myth-busters and other compelling insights are being revealed today
by Starcom MediaVest Group (SMV) and CNET Networks, Inc.
(Nasdaq:CNET) as part of Advertising Week in New York City's annual
schedule of industry events. SMG and CNET Networks partnered on an
extensive ethnographic youth study aimed at helping marketers
understand how to reach today's elusive population of 13- to
34-year-olds, responsible for $600 billion each year in consumer
spending. The findings can be found at www.brandsirens.com. The two
companies talked to more than 10,000 young people through 30
ethnographies, followed by a series of online surveys and
conversations. The goal was to determine how young people feel
about brands, how they talk about them with friends, and how they
take in, manipulate, and redistribute marketing messages. Some of
the findings -- like the fact that they value honesty and candor in
marketing -- were expected, while others contradicted today's
commonly held beliefs. In addition, the study identifies "brand
sirens," the super-influencers of the youth market, including who
they are, what they do, and how marketers can better reach them.
"We were able to confirm that some of today's commonly held
perceptions about youth as consumers are wrong," said Renetta
McCann, CEO of Starcom MediaVest Group, a leading global brand
communications group. "Historically, young people have demonstrated
brand skepticism. It has also been generally accepted that they are
losing interest in television, they don't pursue brand loyalty,
they are impossible to reach, and that getting into their inner
circle is almost impossible. By putting the youth market under the
microscope, we ultimately learned that brands still matter to them,
and we gained invaluable insights about how to engage them in a
dialogue." Highlights of the study include: -- 2 in 3 youth care
about the brands they use -- 7 in 10 say there are brands that they
love -- Two-thirds feel there are important differences between
brands -- They seek loyalty: more than 40 percent wish they could
find brands to stick with and would switch if another brand comes
out that seems better -- More than half talk to friends often about
brands -- 73 percent watched real-time television within the last
day -- 7 in 10 will spend more to purchase a brand they know and
trust The "brand sirens" of the study (15 to 20 percent) are
distinguished by their deep expertise in their passions and
interests, their constant quest for information on those interests,
and their desire to share what they learn with large groups of
people who rely on them for advice. Whereas in the past,
influential consumers helped their family and friends make
decisions, today's brand sirens leverage technology to expand their
networks of influence exponentially. Key features of brand sirens
include: -- 82 percent talk about brands with their friends -- 87
percent love sharing info about brands -- 85 percent love brands
that keep their promises -- More than half wish they could find
brands to stick with -- 70 percent send emails to friends about
products and services -- 77 percent post reviews and product
feedback online "This research is an important step forward for
marketers, who have less and less control over their brands in this
age of consumer choice, voice and control," said Barry Briggs,
President and COO of CNET Networks, Inc., an interactive media
company that builds Web brands that target passionate audiences.
"We are giving them the tools to understand how they can build
strong relationships with the people who have the power to make or
break their brands." For detailed results, including data showing
what types of campaign approaches and marketing touch points get
the attention of the youth market, and examples of campaigns that
have resonated with this market, go to www.brandsirens.com. Starcom
MediaVest Group Ranked one of the largest brand communications
groups in the world, Starcom MediaVest Group encompasses an
integrated network of nearly 5,300 contact architects specializing
in media management, internet + digital communications, response
media, entertainment marketing, sports sponsorships, event
marketing and multicultural media. A subsidiary of Paris-based
Publicis Groupe (www.publicis.com), SMG's network of 100 offices in
67 countries works in service to some of the world's leading
companies, and stewards many of the best loved brands on the
planet. About CNET Networks CNET Networks (Nasdaq:CNET)
(www.cnetnetworks.com) is a global media company with some of the
most important and valuable brands on the Web targeting passionate
audiences. The company's brands -- such as CNET, GameSpot, TV.com,
MP3.com, Webshots, BNET and ZDNet -- serve the technology, games
and entertainment, business, and community categories. CNET
Networks was founded in 1993 and has always been "a different kind
of media company" creating engaging media experiences through a
combination of world-class content and technology infrastructure.
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