Youth Technology - UK - October 2010
The report examines how 16-25-year-olds perceive, use and purchase new technology products. It explores strategies for effectively targeting this group and methods for circumventing some of the aforementioned inhibiting factors.
- An established brand is not essential to make in-roads with 16-25s. The majority do not see brand as a significant factor when making new technology purchases, with just two in five agreeing that it is ‘very important’ to them. By contrast, about three in five place importance on appearance, multiple features and price.
- 16-25s do not generally make impulse purchases. Nearly three in four use saved up wages to buy new technology products while over half (52%) wait for Christmas for parents to buy products for them.
- Contrary to popular assumption, most young people do not simply follow their friends when making technology purchases. Only 14% agree that ‘I often buy the same things my friends have’.
- Despite growth in the broader smartphone market, they are not yet owned by a majority of 16-25s. Some 41% say they own one, and though this ranks higher than 28% ownership across the general population, they are still among the least owned technology products in this age group. Price is a significant barrier to wider ownership, with most young people inhibited by low purchasing power.
- Almost eight in ten own a portable computer, with ownership driven by the increased prevalence of flexible payment schemes and the growing importance of them as study tools. DVD players (74%) and games consoles (70%) also rank among the most widely owned devices.
- On-demand movie services are not generally used among 16-25s. Only 18% say they have paid for an on demand movie in the last 12 months. By contrast, about two in three say they have streamed video online.
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