Tue, 11th November 2008

New research reveals high levels of online engagement with brands amongst 16-30 year olds

Research study into the digital behaviours of 16-30 year olds in the UK found that that this age group are spending a vast amount of their spare time online (an average of 19 hours per week) and more than watching TV (15 hours).

Also, contrary to much commentary from industry heads, online brand engagement has spread across social media, with over half (55%) welcoming brands' involvement on social networks and nearly a third (31%) being members of a group connected to a brand or product. On top of this, a fifth (21%) have used a branded widget (e.g. Trip Advisor's 'Where I've Been' Facebook application) and 22% have sent a branded, virtual gift to a friend, lover or relative.

The study also highlighted that the internet is no longer only a destination for emailing, shopping and gathering information but is fast becoming the primary source of entertainment for this age group. For example, BBC's iPlayer and Channel 4's 4oD have shifted a considerable amount of TV viewing online with 40% claiming to watch TV programmes over the internet at least once a week. Heading to YouTube for a fix of entertainment is even more popular with 56% going to the site at least once a week and nearly a quarter (21%) visiting every day. It is social media however that dominates online activity with, on average, nearly half (45%) of all time online spent on social networks and for 47% of 16-30s their profile page is the first website they check when they go on the internet.

The research findings also suggested that, whilst they are online, this market is incredibly willing to engage with brands, although only on their terms. Intrusive advertising is not welcomed at all, with 82% getting annoyed by pop-ups however nearly two thirds (62%) welcome online advertising that is targeted at their interests. Over half (52%) have searched out a video advert on YouTube and the same proportion have actively visited a brand's website for a purpose other than purchasing a product or service.

Commenting on these findings, Douglass Dunn, co-founder and managing director of Tuned In, says, "We have learnt from this and much of the work we do, that young consumers are very happy to digitally engage with brands, so long as they are rewarded in terms of value. And value to this market can mean a number of things from entertaining content, useful tools that enhance their lifestyle activities to the social currency that exclusive information and access can give them."

The study also highlighted the extent to which consumers are communicating with one another about brands as well as spreading brands' messages, with two thirds having posted a comment or review about a brand or product on the internet and one third having emailed a viral advert. On this, Dunn added, "The internet has taken the importance of word-of-mouth to the next level with consumers basing more and more of their purchase decisions on information gathered from their peers. In this age brands must accept that a degree of control is out of their hands and must try to steer positive conversations through offering real value."