3rd April 2012

• Long running study of 16-24 year olds & part of our long standing dedication to youth

• A segmentation exercise based on brand, media and cultural touch points

• But Tribes are not new, they’ve been around for years (Punks, Mods, Teddy Boys)

• Not all young people are the same – UK Tribes helps us understand the differences and similarities that unite and divide young people

UK Tribes –

Background

A brief history of Tribes

• Created in partnership with Crowd DNA the project is now around 7 years old

• The original project consisted of the findyourtribe.co.uk website – over 40,000 people took part in the viral campaign in its first few years

• We then made a planning tool – fusing the results from the Tribes survey to the TGI dataset

• And now there’s video blogging…

Meet the Tribes

• Tribes are commonly united by key factors such as; music, fashion, common interests and ideological beliefs

• 23 Tribes in total • 5 macro segments:

– Mainstream – Alternative – Aspirant Mainstream – Urban – Leading Edge

Mainstream - Townies - Chavs - Street Rats - Ravers - Boy Racers - Sports Junkies - Casuals

Aspirant Mainstream

- Rahs - Trendies

Leading Edge

- Hipsters - Craft Kids - Indie Scenesters - Geeks

- Young Alts. - Emos - Scene Kids - Skaters - Gamers - Metalheads

Alternative

Urban

- Trackies - Blingers - Get Paid Crew - DIYers

Video blogging

• The Video blogging methodology allowed us to talk to young people on a more personal level

• Great qualitative insight and useful because it can often be hard to talk to the youth via traditional research methods

• They answer questions on camera, in their own environment without the gaze of a moderator

It’s all about choice

and control 1

“It’s convenient, it

fits in with the

timings like around

my lifestyle”

• Using multiple devices and dual screening is common

• Laptop, smartphone or games console – technology opens doors to increased content consumption

• Tribes have a busy lifestyle and the ability to choose what and when they want is key...

But TV still has a

collective power 2

“If it’s a show that I’ve

got a couple of mates

that watch it then I will

wanna watch it when

it’s on that night”

• Young people are connected all the time – they’re always online

• This has given rise to a modern day water cooler moment

• If they don’t watch it live, they will miss out on the talk online or hear what’s happened before they watch

Facebook fatigue? 3

“I think it’s

become polluted

with a lot of

external things...”

• There’s a slight sense of Facebook fatigue…

• Having everything connected, linked and increased brand interaction has made for a busy social space

• Young people want a simple, clean and functional social experience

They’re open to new

advertising models 4

“There should be

an opportunity for

you to actually

but it on the spot”

• Tribes are open to new developments in advertising

• They were asked to say exactly what they want from advertising in the future

• But despite being marketing savvy and au fait with technology they struggled to imagine what the future may hold

• We can show them the way - entertaining them or make their life easier is always a winner!

Uktribes.com/videoblogs

Plenty of more video can be found at uktribes.com/videoblogs

Sign up: Uktribes.com/videoblogs

Want to know more…? Contact: ntaylor@channel4.co.uk