Survey Uncovers Youth Culture

New research suggests that the use of SMS text messaging could be as high as 90% among 20-25 year olds. This figure comes from quantiative research carried out by Target NMI’s Sub-Urban plus project, which uses a bespoke interactive online panel of 5,000 people who express an active interest in music, film, fashion, home entertainment and youth culture. SMS usage was found to be more or less equal across the country, with a slight bias towards girls (53%).

Other key findings from the latest wave of research include insights into how this group make decisions about new films and music. In the case of films, 26% cited film trailers as the best method of finding out about up and coming films. With all respondents online, the high score for the internet, of 15%, was perhaps unsurprising. 11% cited posters and 9% TV, although of this figure, half referred to the BBC’s Film 2001 programme, as opposed to TV advertising or other programmes.

Radio came out on top when it came to music, with 23% of respondents citing it as the best way to find out about new releases. Hearing tracks in clubs was named by 20% of respondents, followed by music magazines, opted for by 17%. Again the internet did well, cited by 12% as a good source of information. BBC programming once again made an appearance, if modest, among responses, as 4% named Top of the Pops.

Target NMI: 020 7436 5000 www.targetnmi.com

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