Virtual Attitude

Virtual world teen brand Habbo has launched its latest Global Youth Survey conducted across 31 countries and covering 58,000 teens between 11 and 18. Key findings include:

· 76% of teens globally use the internet to Instant Message friends
· Overall, Instant Messaging is the most popular communication tool in most of the countries.
· Though 72% of teens still hold email accounts, the majority of communication with peers is no longer conducted over email.
· Perhaps surprisingly social networks appear as relatively low online priorities for young people, as 40% of teens do not view social networks as an important part of their online experience on a global basis.
· In countries where social networks are considered popular, they have become a regular communication channel between friends.
· Teens are also very conscious of what brands they associate with. For example, boys favour Nike, Adidas and Billabong as their favourite clothing brands; whereas girls prefer Hennes and Mauritz, Nike and Roxy.
· Celebrity culture influences teens.
· Teens are now regularly using their mobile handsets as entertainment devices.
· In the 2006 survey, only 38% of teens used their handset to listen to music; now 71% of teenagers are using their mobiles as a portable mp3 player.
· Text messages are still the most used phone function, with 88% of teens regularly communicating via SMS.
· The survey shows that teens are also using entertainment applications much more than they were in 2006.
· 70% of teens are now using their mobile to take photos and videos, an 11% increase on 2006.
· 64% now play games on their mobile compared to 51% in 2006.
· Over a quarter of teens also use their mobile to surf the net, email and send an instant message.

The survey reveals five core teen personality types/youth profiles. Each type represents about a fifth of the total respondents but the quantities of each one differs significantly according to region:
Achievers: Are ambitious, strong minded and materialistic. They value material success and whilst having lots of friends do not consider other people’s feelings as much as other segments.
Rebels: Value getting lots of experience in life and enjoy a fast-paced lifestyle. Like Achievers they want to become rich and famous, but they are not willing to compromise on having fun in order to achieve this goal.
Traditionals: Value having an ordinary life and see themselves as honest, polite and obedient. They are keen to help others but are less ambitious and pleasure seeking compared to other segments.
Creatives: Share many of the same positive traits as Traditionals, but with a focus on creativity. They place value in getting a good education and being influential in life, but they are also active, social and have an interest in travelling.
Loners: Are more introverted and less likely than other segments to identify with any specific personality traits. They rarely see themselves as active or self-assured, but are more open minded in their attitudes compared to Traditionals or Achievers.

Emmi Kuusikko, Director of User and Market Insight at Sulake (Habbo), who conducted the survey comments: “The survey shows how important brands are to teenagers and how they build their identity through brands. In addition, the consumption patterns of teenagers are affected by a number of trends and most say they are worried about climate change and the environment.”