Dubit launches first ‘direct to youth’ online omnibus survey
Dubit has launched the UK’s first ‘direct to youth’ online omnibus survey, offering companies regular and cost effective access to the UK’s largest youth research panel.
For over a decade we’ve been offering bespoke services to clients looking to research tweens, teens and the youth market. Increasingly we are finding agencies and brands need the ability to access young people with one or two questions, either to test ideas, help support pitches or generate that elusive headline for their client. Insight is essential and by offering the omnibus solution, thereby enabling clients to communicate directly with young people, we are ensuring that in a climate where budgets are still tight, research can be afforded to continue to play a central role.
Full details on the Dubit Direct to Youth Online Omnibus
The Dubit Youth Omnibus surveys 1,000 11-18 year olds across the UK. Field work will last seven days with results presented the following week.
The Dubit Youth Omnibus uses our Informer Panel, which is made up of 37,000 young people aged 11-24 and is the largest of its kind in the UK. Panellists under the age of 16 are admitted only after verbal and written consent is obtained from their parents.
The Dubit panel has been bolstered by a recent agreement with RBS/Natwest that offers their young account holders the option to join the Dubit panel. Members benefit from a range of incentives that include the option to complete surveys in reward for financial incentives paid directly into their RBS/Natwest account.
Packages are available from only £250. Interested parties should contact Jonathan Clough on 0113 394 7951 or email jonathan.clough@dubitlimited.com.
QR Codes could be a winner with teens – if only they knew what to do with them
Research conducted using our monthly Direct to Youth Digital Omnibus suggests that a lack of awareness is preventing Quick Response (QR) codes from achieving their full potential as brands look to engage teens through their phones.
The special barcode allows smartphone users to get access to information by photographing the image using free software. As they have gained in popularity, QR codes’ use in marketing campaigns has become commonplace as brands look for new ways to engage their audiences through their mobile phone. However, with 72 per cent of 11-18 year olds either not having or not being aware that they have the software to read QR codes, these brands may be missing out on a significant proportion of their audience.
Our research questioned 1,000 teens aged between 11-18 years of age with an equal balance between gender and age. When shown an image of a QR code only 43 per cent correctly identified that it could be read by a mobile phone while 19 per cent admitted they didn’t know what it was. Eight per cent of girls suspected it might be a magic-eye picture.
Although QR codes have become part of marketing lexicon – the same can’t be said for the playground. Only 33 per cent of those questioned correctly identified the image as a QR code, with 22 per cent believing it was called an RFID tag and 12 per cent labelling it as an infograph.
A positive note for marketers is that despite only 19 per cent of teens having used software to read QR codes, 74 per cent of those who have used say it was worth doing so.
Paula Cubley, head of marketing at Dubit said: “Although this research highlights a lack of awareness with teens, it goes to show that when the technology is being used it is being done affectively. What’s missing is the messaging alerting teens to the opportunities. Marketers can’t just stick a QR code on a poster or in an advert, teens need to be told what to do with them. It might even be advisable to suggest places to download QR code readers. Considering teens are very much attached to their mobile phone this lack of awareness is surprising.”
The benefits and various applications for QR Codes have been widely promoted through the marketing press, with 2011 being seen as the year QR codes go mainstream. However, Dubit’s research shows that the most desired application for teens is to receive vouchers or exclusive content to their phone. Automatically ‘liking’ the brand on Facebook was the least attractive option closely followed by being taken to a brand’s web presence or Facebook page. Both of these examples appeared below the relatively mundane option of receiving directions to the brand or store.
The opportunity to receive a ringtone or wallpaper, or view an advert or make the current advert interactive all ranked joint third for desired application.
Ms Cubley added: “It might not be rocket science that teens like discounts and exclusive content but what is interesting is that they are prepared to receive such content through the use of QR codes.
“Historically, when compared to Americans, Britons have been adverse to using coupons and vouchers. However, the popularity of Groupon and the promotion of Facebook Deals and Foursquare have made the practice more acceptable. What our research shows is that QR codes may be the way to get these vouchers into the hands of teens.”
The survey was undertaken using Dubit’s monthly Direct to Youth Digital Omnibus. The survey offers brands the opportunity to quiz the agency’s panel of over 40,000 children, young people and families.
Youth not convinced of Foursquare app
Methodology
An on-line line focus group using Dubit clickroom technology with 7 participants (mix of genders) ranging from 16 to 19 years old
Key findings
Facebook loved for its simple layout
All of the participants in the group were frequent users of facebook and were drawn to it by the “large percentage of friends using it and a wide range of functionality”; with the majority saying it was good for keeping up to date with “events, photos and updates into friends’ lives”. They were also keen on the simplicity of the layout, which meant the site overall was easier to navigate and engage with. Most had accounts with other social networking sites (twitter, myspace, foursquare, bebo, et al) but have a lesser interest in using them regularly to connect with their friends.
Blogging is like marmite: They either love it or hate it!
On the subject of blogs, the participants seemed to fall into two distinct groups: those who use blogs regularly and intensely, and those who didn’t use them at all; there appeared to be no middle ground of casual users. However those who didn’t use them, did hold the opinion that they are a good way of voicing and accessing opinion.
Phone and computers serve different needs for Social Networking
The trend for accessing social networking sites seems to be to use a phone for fast and convenient updates, and to use a computer when spending longer amounts of time posting information and organising social events with friends. The main deterrent from using a phone for a wider range of tasks being: the speed at which pages load and the inferior appearance of the mobile versions of the main social network sites.
Foursquare pushes the level of openness too much?
On a related topic, one participant mentioned how sites such as foursquare “compromise safety” through the speed at which your current location is made available.
No real negative feelings towards adverting on social networking as long as the brand is relevant……with brands appealing more than actual products
All the participants were aware of the rise in companies using social networks as a space for advertising, and had contrasting views on their usage. Some argued that the ‘personalisation’ and ‘targeting’ of ads was intrusive, whereas others held the opinion that this style of advertising was a convenience, as it aimed at their specific interests. On the whole the group were more tolerant of brand ads as opposed to product specific ads, as they felt a brand was more likely to appeal to them than a certain product. However the users said they would only ever click on an ad 5-10% of the time. One user also mentioned that they regarded ads for “fake” or ‘imitation’ goods with suspicion, as they didn’t feel they could trust the site it linked to.
British teenagers are emerging from recession with more money sense
British teenagers are emerging from recession with more money sense
Independent research shows a breakthrough in British teenagers’ money management skills as money lessons in secondary schools pay off.
- Over two thirds of the 10,000 teenagers surveyed say their money management skills have improved during the recession
- Boys are more likely to save than girls – 33 per cent compared to 24 per cent save all or most of their money
- Teens in the North East are the biggest savers while those in the East Midlands worry most about money
- The highest future salary expectations are in London
30th March 2010
According to research released today there is one group in particular who are emerging from the recession with more money sense: British teenagers.
The findings from NatWest’s 2010 MoneySense Research Panel, an annual poll which surveys over 10,000 12-19 year olds across the UK to assess their financial awareness and aspirations, reveal that the recession has had a profound – and encouraging – impact on the attitudes, beliefs and behaviours of British teenagers around money. It shows that, compared to 12 months ago, they are now significantly more considered now in how they plan, budget, spend and save.
As many as 67 per cent of young people surveyed thought their money management skills had improved from last year. Commenting on the news, Sarah Neary, Head of NatWest MoneySense Panel, said:
“The results from this year’s Panel demonstrate that young people recognise the importance of money management and the need to make prudent financial choices. Having surveyed close to 30,000 young people over the last three years, and provided impartial money lessons in 60 per cent of British secondary schools, we are certainly encouraged by this news.”
The recession has exposed many young people to “adult” money issues; feeling the household budget tighten and increased awareness of unemployment and parents’ money worries. This has not only influenced their thinking, it has had direct impact too: teens today report receiving just over half the amount of money they received each month last year.
Boys lead the savings trend
The findings show clear differences in behaviour between Britain’s boys and girls:
- Boys are much more likely to save than girls, with a third of boys (33%) compared to a quarter of girls (24%) saying they save most or all of their money;
- Boys are also more likely to be earning money in some way, either through part-time work or chores (30% for boys, compared to 27% for girls);
- Boys have seen less of a drop in their pocket money as a result of the recession than girls (15% for boys, compared to 18% for girls).
There are also significant differences between age groups, with:
- 11-13 year olds most likely to save all of their money;
- 14-16 year olds most likely to spend all their money;
- 18 year olds, those closest to higher education and the workforce, likely to save most of their money, indicating a sensible approach to money as they reach adulthood.
Breakthrough as research shows money management lessons pay off
For the first time since this five year research project began, there are now proven findings that show NatWest MoneySense lessons in schools around the country have directly and positively impacted on teenagers’ ability to translate their attitudes and beliefs into positive behaviours. Young people receiving MoneySense lessons are:
- More likely to keep track of their money;
- Less worried about money in general because of their increased understanding;
- More likely to have saved most of their money;
- More likely to discuss money matters at home – money conversations are no longer taboo.
“These results are proof that financial education in schools does make a difference. Money management lessons help students become ‘financially fit’, instilling good budgeting practices and helping to prepare the next generation for a brighter financial future,” Neary continued.
Programmes like MoneySense, which is taught by NatWest staff in 60 per cent of secondary schools across the country, coupled with the advice given by parents and guardians, will help lay the foundations for a financially stable future.
Continued support of the UK’s younger generations to build their holistic understanding, attitudes and behaviours towards money, will help them become financially capable consumers, and in turn will help make our communities more sustainable.
Sensible today, daydreaming tomorrow – unrealistic aspirations
There is still work to be done to ensure that the good habits teenagers form now continue into adulthood, as there is currently a significant gap between expectation and reality regarding young people’s future financial expectations:
| The expectation | The reality |
|---|---|
DebtMore than a third (38%) of young people who hope to go into higher education expect to owe up to £10,000 by the end of their course. |
In fact:The average amount of debt that young people incur in higher education is currently around £20,000*. |
PropertyMore than 6 out of 10 young people (61%) expect to be able to buy a house by the time they are 25. As many as 85% expect to be homeowners by the age of 30. The average response for how much a typical three bedroom house should cost was £75,000. |
In fact:Only 14 per cent of homeowners in the UK are under 25**. The average house price valued at £163,481 according to the Nationwide House Price Index. |
SalariesOver half of those surveyed said they did not know how much they would be earning at different life stages (classified as ‘when they first finish their education’, ‘by the age of 25’, and ‘by the age of 35’) In these three groups young people report expectations of:
|
In fact:Young people’s salary expectations are over-inflated – average salaries are:
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