sergei cheikhetov ipsos russia (russia) session exploring the blogosphere the benefits and...
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Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Generation 2000: people aged 18-30 y.o.
Young and promising. In 5-7 years they will strike the keynote in society
Marketers dream about winning their loyalty. Every second research
project is devoted to the young consumers
Studying young people coupled with obstacles. Traditional research
methods, such as focus groups and in-depths do not work
YOUNG RUSSIANS: GENERATION 2000YOUNG RUSSIANS: GENERATION 2000
Exploring the Blogosphere: Young Russians in the light of blog-culture
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Exploring the BOGOSPHERE
REASONS:
Virtual means of communication are very important ones for the generation
2000
As of February 2008, in Russia the number of blogs exceeded 3.5 million and,
moreover, that number is expect to triple each year
Blogs are a dominant culture-forming influence
CLIENTS’ CRITICISM:
Bloggers always lie. The “virtual identity” is a fake one
Bloggers do nor represent the entire young generation
RESEARCH METHODRESEARCH METHOD
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Generation 1990 vs. Generation 2000
“The landmarks have changed”
Many marketing and advertising strategies persist in following decade-long stereotypes
TWO GENERATIONS – TWO WORLDSTWO GENERATIONS – TWO WORLDS
Exploring the Blogosphere: Young Russians in the light of blog-culture
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
JOBS: FROM SELF-SEEKING TO “WHO JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDECARES” ATTITUDE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
1990s generation was extremely hard working, 16-18 hours a day Work and career were principal values in life – all the rest is not important Dreamed of working in big corporations as lawyers, commercial and finance
directors Eager to take up any business – from the fur coat and napkin trades to private cabs
and security operations
JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDEJOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Present-day young people look askance at career idea Don’t buy into the value of work, which is associated with money-making only Don’t want to work in an office, don’t tolerate working on schedule and, not ready to
spend most of their time at work Dream of professions that don’t pay a lot of money but provide more opportunities
for creativity, such as journalism, design, PR, etc.
JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDEJOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Why?
“Social lift” has stopped – no more fast
promotion
Economic stabilization – no more need to
fight for life
Rise of value of liberty - freedom is one of
the key values, in direct contrast to
“corporate serfdom”
JOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDEJOBS: FROM SELF-SEEKING TO “WHO CARES” ATTITUDE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Admiration of the emerging consumerist society
Respect for the social hierarchy
Predominance of group norms of behavior
Naivety and enthusiasm
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
“Cult of individuality”
Intolerance of the “mass culture”
Acute criticism towards the “mainstream reality”
Skepticism and lack of trust
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
TV, cinema and stage advertising are also favorite targets for mockery
The parody of TV programs and their characters is extremely popular part of the youth culture
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Evgeny Petrosyan (popular parodist)
Xenya Sobchak (TV-star and reality show presenter)
Vladimir Putin, ex- president
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
“Be mine” – Beeline, mobile phone operator
“We came to enslave the Earth” – MTS, another mobile phone operator
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
“Carlsberg is the general sponsor of Moscow gay parade”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
“I use only Gillette razor”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Young people merely ignore all forms of political
activity
don’t participate in elections
Any form of political activity becomes the object of
satire
Attend various political events, but their basic
motivation - to have FUN
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Absurdist “flash mobs” as an expression of young people skeptical attitude towards everything
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Slogans
“No colonization of Mars”,
“No exploitation of Siberian savagery in modern art”,
“404 not found”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Parodies,
Total skepticism
Flash mobs
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Unconscious protest against:
hackneyed thinking,
correctness,
tunnel vision of political and social life,
lack of new ideas
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Escape from civilization and
downshifting
Popularity of “hitchhikers
movement”
“Movement southwards” — to
India, Thailand and Vietnam —
has recently started
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
“We belong to the last generation of travelers. The world is sweepingly getting uniform: asphalt, democracy and dollars quickly spread all over the planet surface.
Ancient fortresses, monuments and ruins, discovered by the archeologists and travelers 100-120 years ago, became tourist centers, ticket collectors and sellers of postcards and souvenirs graze around each ancient temple or a pyramid.
Uniform goods are brought aboard the steamers to the port worldwide: asphalt roads are constructed everywhere; crafts and local lifestyle are dying, coca-cola, Kodak-service and jeans are coming instead.
“Travels are replaced with tourism, world is reduced to a common denominator, is becoming more convenient and less exciting”. (quoted from the website “Academy of Free Travelers”)
BREAKOUT FROM MASS CULTUREBREAKOUT FROM MASS CULTURE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
DOWN SHIFTERS OR “CHILDREN OF A DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
recent changes in the value system and lifestyle have exerted a strong influence on purchasing behavior
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
1990s1990s
Conspicuous consumption
Idolization of status
Brands are “status-denominators”
2000s2000s
Status is no longer an absolute value
Brands help to form one’s own style
and individuality
Combination of cheap and expensive
brands and non-branded items
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Inna:“Unfortunately, I don’t remember at all where I’ve bought the clothes I am wearing. All the articles of clothing are of some unknown brands”.
Ira is wearing:Trousers – made by her friend-designerT-shirt – DieselShoes – Chie MIHARAFrontlet – ExtraGlasses – Cotton ClubPants – DSquared
The photos are taken from http://www.street-fashion.ru
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
On the whole, today’s urban Russian youth pay less attention to the
process of purchasing commodities and services:
Shopping is an unpleasant and time-consuming obligation
“Consumerism is primitive”
Yet, there are some exceptions
Consumer electronics, Internet, PC, etc.
Hobby-related goods
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Generation 2000 is a very skeptical one:
Do not believe advertising
Do not trust mass media
Are very skeptical about any PR campaign
A new “semi-expert” attitude to advertising has taken shape
“Companies aspire to conciliate our good attitude and bombard us with ads and PR activity. ОК, we’ll regard these attempts with interest.”
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Young people like bright, non-standard, “smart” advertising:
Elegant advertising campaigns which achieve maximum results at minimum costs
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Mass ad campaigns with million-dollar budgets
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
“Primitive”, deceiving advertising
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Credit at 0% Send SMS to 1717 and get the prize
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Young generation developed allergy towards “enthusiastic” ads advocating consumerist, bourgeois, “mainstream” values
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
Despite their declaration of downshifting values, they are still, “children of the consumption society.”
They can not imagine their life without “luxuries of civilization”
DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”DOWN SHIFTERS OR “CHILDREN OF A CONSUMPTION SOCIETY”
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
IMPLICATIONS FOR THE FUTUREIMPLICATIONS FOR THE FUTURE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
“achievement” values such as status, success and high levels of consumption are replaced by individuality, freedom and varied life experiences
Within several years, the attitudes/values of “generation 2000”, which is so different in values and behavior from today’s average Russian consumer, will become the norm.
IMPLICATIONS FOR THE FUTUREIMPLICATIONS FOR THE FUTURE
Ipsos Russia | BRIDGES TO EXCELLENCE CONFERENCE 7-9/05/2008
Exploring the Blogosphere: Young Russians in the light of blog-culture
From a marketing point of view, this shift in values implies the need to change the promotion strategies of various goods and commodities:
placement of mass, “universal” brands on the market will lead to complications
The market will face increased segmentation and a growing number of brands
Consumption models, based upon psychographic characteristics of the audience will become increasingly important and widespread
Active use of downshift values in advertising (especially in that of youth brands)
Brands with the most effective interaction between the marketers and consumers will be most successful
Significant changes lie ahead for the advertising industry: new media, new forms and undoubtedly new scenarios
IMPLICATIONS FOR THE FUTUREIMPLICATIONS FOR THE FUTURE