Youth Research R.O.A.R’s Again
The latest wave of Right Of Admission Reserved (R.O.A.R) research into the media habits, lifestyles, attitudes and brand preferences of 15-24 year olds is under way.
Running form August to October the research will look closely at the role of media in the lives of 15-24 year olds, and will examine their attitudes towards TV advertising, SMS and Email advertising, sponsorship and ambient media.
The last instalment of R.O.A.R research, for Spring 2001, was carried out by 2CV and assessed a panel of 600, 15-24 year olds via a variety of methods including; group discussion, online surveying and SMS polling. The topics covered included brand ratings, values and aspirations, as well as the consumption of, and attitudes towards TV, press, radio, cinema and new technology.
Some of the key findings were as follows:
- When choosing brands, purchasing is driven by brand names and friends recommendations instead of choosing ethical brands, although ethics are slightly more important to older respondents.
- Sony and Nokia are the highest rating brands, but this is mainly driven by the younger males. Heinz and Kelloggs rate higher for older respondents.
- When asked their favourite TV channel, Channel 4 comes out top for 15-24 year olds, but E4 is highest for 15-17’s.
- FHM and Q are the top two magazines for 15-24’s, although men exhibit narrower magazine repertoires than women.
- When asked their favourite radio station, Radio 1 comes out on top, but Kiss and Virgin perform well as second favourites.
- Respondents strive for the rock n roll lifestyle – alcohol, drug culture, pubs/clubs – and the need to pull is paramount.
- There are very high levels of technology adoption amongst 15-24’s – 78% own a PC at home and 42% have digital TV.
- Over half of the respondents go to the cinema once a month or more. Almost half of 15-24’s saw Gladiator and Snatch at the cinema and these were the most popular films among the sample.
- 69% of respondents turn to national newspapers to catch up on the latest news.
R.O.A.R began in 1995 and is owned by Carlton Screen Advertising, Channel 4, Emap advertising, Guardian Newspapers and OMD UK, all of whom have strong interests in the 15-24 market.
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