Youth study discounts celebrity factor
<p>HONG KONG: A youth marketing survey found that tapping into the
</p><p>passions of young people rather than looking to engage mass,
</p><p>celebrity-driven strategies had more influence with this major market
</p><p>segment.
</p><p><BR><BR>
</p><p>The recently-released survey, Digital Tribes Series 2, conducted by
</p><p>youth marketing specialists, Filter, in conjunction with AMI,
</p><p>highlighted three leading trends to shape strategic marketing
</p><p>initiatives in Asia. The first was that keeping up-to-date with music,
</p><p>football and tech gadgets were the areas of greatest interest to the 15
</p><p>to 24-year segment across Asia.
</p><p><BR><BR>
</p><p>The survey then measured these areas of general interest to discover
</p><p>which "tribes" demonstrated the highest level of passion. The music
</p><p>findings look set to break the mould of traditional youth marketing in
</p><p>Asia.
</p><p><BR><BR>
</p><p>"We looked at different music styles, such as R&B, commercial pop,
</p><p>techno and hip-hop and found that while commercial pop had more
</p><p>listeners, the smaller tribes of techno and hip-hop had much higher
</p><p>levels of passion," said Filter founder Ian Stewart.
</p><p><BR><BR>
</p><p>"This is interesting because a lot of the big brands go for the big
</p><p>celebrities which attract more people, but hip-hop, for example, is a
</p><p>part of people's lives. The implication is that you may reach more
</p><p>people, but you need to question how much relevance does that have,"
</p><p>Stewart added.
</p><p><BR><BR>
</p><p>He expected to see more companies tapping into the passions of tribes,
</p><p>especially following San Miguel's backing of hard-core Chinese hip-hop
</p><p>act LMF. The spread of what the survey called the Japan Watchers
</p><p>phenomenon was the third trend influencing youth consumer choices in
</p><p>markets such as Thailand, Indonesia, the Philippines and Malaysia, where
</p><p>Japanese products were preferred over US or European products.
</p><p><BR><BR>
</p>
by
|
09/28/2001
HONG KONG: A youth marketing survey found that tapping into the
passions of young people rather than looking to engage mass,
celebrity-driven strategies had more influence with this major market
segment.
The recently-released survey, Digital Tribes Series 2, conducted by
youth marketing specialists, Filter, in conjunction with AMI,
highlighted three leading trends to shape strategic marketing
initiatives in Asia. The first was that keeping up-to-date with music,
football and tech gadgets were the areas of greatest interest to the 15
to 24-year segment across Asia.
The survey then measured these areas of general interest to discover
which "tribes" demonstrated the highest level of passion. The music
findings look set to break the mould of traditional youth marketing in
Asia.
"We looked at different music styles, such as R&B, commercial pop,
techno and hip-hop and found that while commercial pop had more
listeners, the smaller tribes of techno and hip-hop had much higher
levels of passion," said Filter founder Ian Stewart.
"This is interesting because a lot of the big brands go for the big
celebrities which attract more people, but hip-hop, for example, is a
part of people's lives. The implication is that you may reach more
people, but you need to question how much relevance does that have,"
Stewart added.
He expected to see more companies tapping into the passions of tribes,
especially following San Miguel's backing of hard-core Chinese hip-hop
act LMF. The spread of what the survey called the Japan Watchers
phenomenon was the third trend influencing youth consumer choices in
markets such as Thailand, Indonesia, the Philippines and Malaysia, where
Japanese products were preferred over US or European products.
