1. Youth Tribes2010

2. BackgroundIdentifying the tribes - Methodology - Video - The tribal mapTargeting using Youth Tribes - Survey, TGI fusion and segmentation - The macro segments - Examples of tribal media - Case study: Targeting the Aspirant Mainstream

3. Background

4. UK Tribes is a product of Channel 4s ongoing ambition to understand youth audiences In a nutshell, its a segmentation of the 16-24 market. What makes it unique is that the groups are described by young people themselves, in their own terms. This map was drawn by a 14 year old boy when asked to describe his area.

5. Our first task was to investigate which tribes young people identify with in 2010.Identifying the tribes

6. We knew that some of the more niche groups would be difficult to reach - youll never find a Street Rat on anMethodology online research panel so we decided to hit the streets and interview the young people we found there. Interviews 200 in street vox pops London, Norwich, Cardiff, Liverpool, Glasgow Open questions about tribes, then prompted with list Discussion Group 6 youth experts (journalists, researchers etc.) 6 young people from a wide range of backgrounds Structured discussion about current youth culture

7. First, we asked about the factors which bring young people together and create tribes.Then we asked respondentswhich tribes could be found in their area Finally, we asked them what tribe they belonged to. This video can be found at: http://www.youtube.com/watch?v=q0E89CRoJmM&feature=player_embedded

8. In the end 23 tribes were identified 2 less than last year. Get Paid Crew Skaters Metalheads DIYersBlingers Emos Trackies Sports Junkies Young Alts Street Rats Scene Kids Casuals Gamers Chavs Boy Racers Geeks Ravers Indie Scenesters Townies Trendies Hipsters Rahs Craft Kids

9. For detailed information on all the tribes please visit the website. Weve commissioned om articles, photographs andvideo content to bring each group to life es .c kt rib w.u w w Your password is: iblametheparents

10. Having identified the tribes, our second objective was to develop a tool which would help us target youth audiences.Targeting usingyouth tribes

11. Previous experience has told us that targeting at a tribal level is often too complicated. Unfortunately it just isnt practical to create different strategies for each of the 23 groups. Macro segmentation So we decided to group similar tribestogether to create five macro segments. The segmentation is based on the key factors which define tribes: music, fashion, hobbies, interests, attitudes and culture

12. Once the five segments had been identified, a large scale survey was undertaken. We interviewed a sample of 4000 16- 24s, selected to be representative of the national population TGI fusion The results of the survey were then fused to the TGI dataset so that Tribes information is availablealongside the familiar TGI questions. The fusion provides us with detailed media, brand, attitude and behaviour information for each macro segment, enabling deeper understanding and precise targeting

13. The first and largest segment is the Mainstream:The Mainstream is the biggest part of the market, butwith alternative/trendy lifestyles and music now much more accessible, the various Mainstream Tribes also lose much of their membership in later years. Those who remain tend to specialise into more aspirational subsets like Casuals, Boy Racers and Sports Junkies. Siege mentality makes the alpha males among Mainstream tribes suspicious of trendy music or clothes and quick to criticise peers who seem to be standing out. Big brand sportswear and high streetfashion dominates with Mainstream tribes, and music, even for Ravers, is mostly commercial. Mainstream - Casuals - Street Rats - Townies - Boy Racers - Chavs - Sports Junkies - Ravers

14. The TGI fusion provides us with a wealth of information on the mainstream segment. Here are a few examples. Slightly older and lower social grade Fashion choices heavily influenced by television Not ambitious, but confident about their future Unconcerned with political issues MainstreamMost likely to desire a top of the range car

15. Segment 2: Rahs and Trendies make up a significant proportion of the youthmarket, and their spending habits puts both Tribes in the most desirabledemographic for marketers. AspirantMainstream kids will spend money to Aspirant Mainstream get the look, the music and the - Rahs lifestyle they want and the effect they are going for is expensive. - Trendies

16. Some key facts from the Tribes dataset: More likely to be female, upmarket and younger Keen to travel and give something back to society LOVE fashion, and particularly admire the style of Prince William! Aspirant MainstreamThe most likely to worry about violent crime, but least likely to be a victim

17. Segment 3: Possessing an alternative taste in music and fashion no longerautomatically denotes outsider status. Instead, this segment makes up a significant slice of the youth market,with the internet helping to smash thebarriers to the Alternative lifestyle. Anenthusiasm for indie fashion and bandculture is now almost obligatory in the development of middle class teens. Alternative - Scene Kids - Metalheads - Emos - Young alts. - Skaters - Gamers

18. Some key facts from the Tribes dataset: More likely to be male, upmarket and younger Most common in the North, West and Scotland Love going to gigs and downloading and sharing musicTech savvy and more likely to use video on demand Fashion choices are inspired by favourite musicians Alternative

19. Segment 4: Leading Edge tribes are the smallest segment in the youth market. However, they drive taste acrossvirtually all other sectors, impacting on the listening habits and fashions of everyone from rural teenage Emos to the stars of US hip hop. These tribes stand at the gateway of popularculture, and are the main influence over other Tribes like the Young Alts. Leading Edge - Indie Scenesters - Hipsters - Craft Kids - Geeks

20. Some key facts from the Tribes dataset: Love all things niche and cutting edgeFound all over the UK, NOT just in London Most concerned with global and political issues Leading Edge Love to party: take more drugs than any other group Hate sport!

21. Segment 5: Urban music is the most pervasive and Urbaninfluential genre in popular music, topping the charts around the world and sound-trackingthe lives of many different Tribes. Members ofthe Urban segment are therefore very close to - Blingers one of the biggest cultural signifiers in the youth market although in planning terms, - Trackies genuine Urban segment members make up a - Get Paid Crew small slice of the market. - DIYers

22. Some key facts from the Tribes dataset: Urban Male, younger and lower social grade The most diverse segment in terms of ethnic background Mix fashion influences to create own style Love sportAmbitious: the most likely segment to desire a high powered job

23. Aspirant Leading Edge These charts can be used to demonstrate the tribal profiles of brands and media. The following slides contain a few examplesMainstream Alternative Urban

24. Aspirant Leading Edge Mainstream Alternative UrbanFirst or second favourite TV channels

25. Aspirant Leading Edge Mainstream Alternative UrbanFirst or second favourite TV channels

26. Aspirant Leading Edge Mainstream Alternative UrbanTV channels watched in last week

27. Aspirant Leading Edge Mainstream Alternative UrbanWebsites visited in last 12 months

28. Aspirant Leading Edge 4% Mainstream Alternative Urban% ownership

29. Contact us:Joe Beek jbeek@channel4.co.uk 0207 3068054Neil Taylor ntaylor@channel4.co.uk 0207 3068127