Nothing excites me more than research studies that give me information and real insights about the world that we live in. (And that's why I work mostly in research and believe that numbers have a story and the "why's" provide greater value than knowing the "what's".)
This is one study that falls in that category.
Conducted by McCann Worldgroup, this study looks into the 'why's' behind the emergence of digital social media across several cultures. I particularly liked the section on why the Youth are very much into digital social media:
1. The need to commune - to connect, to relate, to be a part of a community, to be a part of something bigger than one is
2. The need to right what seems wrong - by influencing others that they may see the light
3. The need to be authentic - the search for truth, for meaning, for what's real (beyond the reality-TV phenomenon).
Below is the report I picked up from Isuu.Com -
What do you think of their findings? Are you noticing the same trends in your markets?
And spefically for Gen-X'ers: Do they sound, look, feel familiar? It seems that what Gen-X used to stand for also defines the new generation - albeit expressed differently. Or... hmmm.
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