The media behavior of young people is constantly changing, presenting both opportunities and challenges for marketers. The Youth Research 2024 provides in-depth insights into how individuals aged 15 to 35 consume media and what they expect from brands. In this article, we will guide you through the key lessons for anyone looking to reach this target audience.
The different age groups and their media usage
The Youth Research 2024 reveals that young people do not form a homogeneous group. They are divided into three age groups: 15-21, 22-28, and 29-35 years. Each group has unique media habits and preferences, which means that a targeted marketing approach is essential. Young people under 28 primarily get their news from social media, while the older group (29-35 years) relies more on online newspapers. The use of linear television is stabilizing, but on-demand and streaming services like Netflix remain dominant. This underscores the necessity of placing content and advertisements where the different age groups are located.
Social Media Usage and Its Influence on Brands
Young people spend an average of 5 hours a day on screen time, primarily on social media. Platforms like WhatsApp, Instagram, and Snapchat dominate, while Facebook continues to decline in popularity. These changes compel marketers to constantly evaluate and adjust their strategies to remain relevant to the younger audience. Despite the popularity of social media, 30% of young people indicate that its use negatively affects their well-being, which brings important considerations for brand communication.
How young people experience advertising: the preference for authenticity
Young people respond more positively to traditional, less intrusive forms of advertising, such as print and outdoor advertising. Online ads and influencer marketing often provoke irritation, although sponsored posts from influencers can still be effective, especially among young women and men aged 15-28. For brands, it is essential to project authenticity and avoid intrusive tactics.
The rise of podcasts and traditional media
Podcast listening is on the rise, especially among young people aged 29-35. This presents an opportunity for brands to connect with this group in an authentic way. Advertisements in podcasts are perceived as more credible than in other media, indicating a strong match between podcasts and young audiences. Although the digital age dominates, a significant portion of young people still occasionally reads magazines, particularly in print form. For marketers targeting young people, print remains a valuable medium, especially for the older segment within this demographic.
Brands and their reputation: important for young people
Finally, the research shows that young people are setting increasingly high standards for the reputation of brands. They expect authenticity, openness, and honesty, especially in advertising. Brands that are transparent about their production processes and communicate clearly about their products are more likely to gain the trust and loyalty of young people.
Aligning marketing strategies with youth trends
The insights from the Youth Research 2024 are essential for developing effective marketing strategies. By responding to the media preferences and expectations of young people, brands can enhance their relevance and impact within this demographic. Authentic communication and a targeted approach for each age group are of great importance in this regard.