Youth market research survey welcomes input

4 May 2011

South African marketers, interested in research in the youth markets of seven to 15 and 16-24 year olds, may suggest categories that could be added to these two groups, due to be researched by Youth Dynamix for its 2011 YouthTrax and BratTrax surveys.

Current categories include media, technology and telecommunications, advertising, fashion and music, financial and shopping behaviour, bank preferences and perceptions, food and drink habits, lifestyle, attitudes and role models.

"With youth markets becoming increasingly technologically savvy and brand conscious, this information is invaluable in shaping media messages for groups ranging between seven and 24 years old," said Andrea Kraushaar, research and insights director of Youth Dynamix.

The research in the 16-24 year old market is reportedly the largest such study in South Africa and has been going on for the last 10 years to provide an in-depth understanding of this group. It uses a wide range of data gathering methods such as face-to-face interviews (900 are conducted), focus groups and multimedia platforms.

Upcoming buying group

The BratTrax research, among seven to 15 year olds, looks at how this age group has become more technologically savvy, with media as a major influence on their world. Research into cellphone applications, the Internet and other technologies are a core part of the research into this market, as is the way these technologies shape various differing attitudes across age groups.

"The impact of both these studies is in the understanding of how the influx of globalisation, exposure to fashion, media, technology and first world attitudes, all shape the lifestyle choices, decision making processes and the integration of consumer culture into the lives of both markets," adds Kraushaar.

"Research into this extremely influential and fragmented market can help marketers make informed decisions around trends and attitudes that affect this market and discern whether these attitudes are reflected in the brand.

"By using this information, marketers afford themselves the opportunity to tweak and fine-tune their strategies according to the ideas and values of both markets involved in their decisions around products," she concluded.

Any marketers interested in these age groups and in further improving either survey are welcome to submit their suggestions on www.ydx.co.za.