german teenagers and their media behaviour (infografik)
DESCRIPTION
Wir haben uns die Zielgruppe "Jugendliche im Alter von 15 bis 18 Jahren" einmal genauer unter die Lupe genommen und haben dafür unsere CCS-Brille aufgesetzt: Die CCS ist eine Aegis-eigene Single-Source-Erhebung, die wir halbjährlich aktualisieren. So kommen jedes Jahr neue Touchpoints hinzu, womit wir der schnellen Entwicklung im Mediabereich Sorge tragen. Durchgeführt wird sie in über 50 Ländern, in Deutschland nehmen 10.000 Personen zwischen 15 und 64 Jahre teil. Die CCS liefert uns Antworten zu Fragen wie: Welche Kommunikationsmuster haben Konsumenten? Wie viel Zeit verbringen Konsumenten mit welchen Touchpoints und wie fügen sich diese in den Tagesablauf ein? Welche Rollen spielen das Internet und Social Media? Warum nutzen Menschen Medien? Gegenüber welchen Touchpoints sind Konsumenten besonders aufmerksam und aufgeschlossen? Was dabei herauskam, haben wir in dieser Infografik zusammengefasst.TRANSCRIPT
I consider myself to be a very stylish person.
THIS IS WHAT THEY USE IT FOR
89% SMS 75% Internet 68% Music 62% Social Networks 60% Taking Pictures/Videos 55% Games 52% Downloading Apps 42% Emails 33% Navigation 32% Searching for products/services
Findings from the CCS Consumer Connection System 2013 of 1.276 German teenagers between 15 and18 years.
GERMAN TEENAGERS AND THEIR MEDIA BEHAVIOUR
Even though their pocket money might be low their technical equipment is state of the art. This is what they call their own: 186
MINUTES SPEND ON THE WEB AT HOME
ON A NORMAL WORKDAY
141 MINUTES SOCIAL NETWORKS, 129 MINUTES TV, 102 MINUTES MOBILE INTERNET , 95 MINUTES INTERNET OUT OF HOME, 81 MINUTES RADIO, 33 MINUTES NEWSPAPERS, 10 MINUTES MAGAZINES
THEIR FAVOURITE TV PROGRAMS: 1. How I met your mother 2. Two and a half men 3. The Simpsons 4. Galileo 5. Soccer
83% Facebook 80% Youtube 32% Skype 11% Twitter
FACEBOOK AND YOUTUBE ARE THEIR MOST IMPORTANT NETWORKS:
THEIR MOBILE PHONE IS TREMENDOUSLY IMPORTANT FOR THEM.
I always like to have the latest mobile phone.
My mobile phone is an
important part of my social life.
Without my mobile phone
I feel lost.
My mobile phone is my
most important source of
entertainment.
I use my mobile phone
like a computer.
I like to play games on my mobile phone.
When they watch TV they do this to
be entertained and to fight boredom.
I am often bored.
THEY NEED CHALLENGES THEY ARE FASHION VICTIMS
A DAY IN THE LIFE OF A GERMAN TEENAGER
Work
day
www TV
Tim
e
6:00 0:00 9:00 12:00 15:00 18:00 21:00 24:00
Weeke
nd
www TV
MUSIC AND FILMS ARE OF HIGH INTEREST THEY ARE AN ATHLETIC AGE GROUP
82% THINK MUSIC IS A VERY IMPORTANT PART OF THEIR LIVES
76% SAY THEY ARE PASSIONATE ABOUT FILMS
SP
OR
TS
AR
E V
ER
Y IM
PO
RTA
NT
T
O T
HEM
If I miss something I like on TV, I watch it
on the internet say 46%
DO THEY HAVE A MOBILE PHONE?
98% YES
2 % NO
Carat is the world´s leading independent media planning and buying specialist in the market. Today advances in digital technology and changing consumer behavior has created an era of unprecedented complexity and opportunity for our clients. Media is now an ecosystem that includes bought, ownes and earned communications. In this era, Carat is redefining the role of a media agency. Our people understand how media can drive business value better than anyone else. We move beyond the provision of media savings and exploit the new era of media to deliver greater buisness value to our clients. The Consumer Connection System (CCS) is our proprietary survey on communication behaviour, attitudes and consumption behavior. It describes the usage of bought, owned and earned media touchpoints and their role and function for consumers.
www.facebook.de/carat.germany
@CaratDE
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OOH
OOH Cinema
*All adults: 14%
57% agree
22% neither nor
21% disagree