Background

Watching Gens X, Y & i:
How Lifestyles Impact Viewing Behaviors

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With the explosion of new technologies and platforms over the recent decades, younger generations have been raised in a new entertainment world with content available anytime, anywhere. The 2011 CTAM study, Watching Gens X, Y & i: How Lifestyles Impact Viewing Behaviors will investigate younger demographic groups (specifically ages 13-17, 18-24 and 25-34) to determine the effect of lifestyles and life stages on media and technology adoption, as well as include C&R Research's YouthBeat™ research on parents' perspective on teens' media usage.

This study will explore these younger demos’ online viewing behavior, mobile device and social media impact on linear television attitudes and behaviors, with further investigation into the “first-net” generation who are living on their own without multichannel service.

This study will:

Garner insights on what new technologies and platforms younger demographics groups are using to consume media (i.e. online streaming, linear TV, On Demand, DVRs, apps and mobile viewing).

How do these platforms impact linear TV?
How much video consumption is on these platforms and when and where does it occur?
How do multi-screens and content increase engagement and brand loyalty among these younger viewers (A18-34)?

Uncover how these viewing behaviors impact their propensity to adopt pay TV services in the future.
Investigation of those who view online programming via their TV through services and devices, such as Netflix, Google TV and AppleTV, as well as those who stream content through platforms including mobile, laptop, and video game players.
Exploratory research on the “First Net” generation (those with live on their own and subscribe to high-speed Internet service, but not to multichannel service) to uncover how and where they receive content, as well as their perceptions of pay-TV, specifically for cable service.
Garner insights on their use of social media as a communication and entertainment platform and the impact it has on their linear television viewership and attitudes.
Provide parents' perspective on teens' media usage and the influence it has on their own viewership, decision-making and purchases through C&R Research's YouthBeat™ study.

Lifestyles:

With the changing employment landscape and current economic situation, the life stages and lifestyles within each of these age groups greatly vary, impacting their media and purchasing behaviors. Therefore, to fully understand these different lifestyles, this study will further investigate the following segments:

Among Teens (A13-17): Those that have part-time jobs and control over their own spending vs. those who rely on parents for purchases.
Among A18-24 and A25-34: Independent Purchasers (those living on their own, working full-time and making the majority of purchasing decisions)
Among A18-24 and A25-34: Those still living at home with their parents.
Among A18-24 and A25-34: Those who returned home to live with their parents after time on their own.
Among A18-24 and A25-34: First-Nets (those that live on their own and subscribe to high-speed Internet service, but not to multichannel service)

Methodology

There are two-phases for this research, Phase I: Qualitative online Bulletin Boards and Phase II: Quantitative online survey

Phase I:

A 3-day bulletin board was conducted (June 21-23) among 17 consumers in the 15-29 year old age group, using the QualBoard platform.
Those who qualified to participate in the bulletin board phase were those who:

Watch TV programming/movies on a regular basis,
Have access to high-speed Internet, and
We recruited a mix of ages (15-17, 18-21, 22-24, 25-29), genders, regions, and ethnicities across the 15-29 year-old age group.
We also ensured that we’d have at least a few “First Nets” (who primarily watch movies/TV programming online), as well as at least one “mobile viewer” in each of the age groups.

Phase II:

Online survey, conducted July 27 – August 8, 2011
2,124 total interviews were conducted…

506 among teens, age 13-17 years of age
800 among those who are 18-24 years of age
818 among those who are 25-34 years of age

This report also utilizes data from C+R’s comprehensive syndicated YouthBeat study to provide context about today’s teens.

YouthBeat is a quantitative study of over 14,000 tweens, teens, and parents, designed to help marketers and researchers make meaning of the complex and ever-changing youth and family markets.
YouthBeat data included in this study concentrate on areas relevant to CTAM, specifically related to teens’ influence on technology purchasing, including their parents’ perspectives, reasons for watching TV, ways of communicating, as well as parents’ monitoring of their teens’ communications/technology habits.

Demographics will also play a key role in defining these lifestyles and will include elements, such as:

Gender
Ethnicity, with a concentration among Hispanic viewers
Education, with focus on current college students
Income
Those married or living with a significant other
Number of people in the household
Children in the household

Deliverables:

By subscribing to the Watching Gens X, Y & i: How Lifestyles Impact Viewing Behaviors study, you will receive the following deliverables:

Reports:

Full Comprehensive Generational Report: A full report, including a topline executive summary, in-depth analysis and integrated graphics on teens, A18-24 and A25-34, as well as data from C&R Research's YouthBeat™ study.
Full Comprehensive Lifestyles Report: A full report profiling First Nets (those who watch primarily online and don’t subscribe to pay-TV service), mobile viewers, adults living at home (dependents), adults living on their own and working full-time (independents), college students, those likely to cancel TV service and adults with their own children.
Summary report of online bulletin board qualitative findings
Exclusive webcast presentation of key findings and profiles, with a Q&A session with generational and youth experts. Available to all employees of subscribing eompanies.

Data Banners:
Complete set of data banners, including:

One free exclusive custom banner of your MSO subscribers or network viewerss
Teens, A18-24 an A25-34
First Nets (those who watch primarily online and don’t
subscribe to pay-TV service)
Mobile viewers
13-17 year old lifestyles (part-time jobs, rely on parents
for money, etc.)
A18-24 and A25-34 lifestyles (living with parents and
those who returned home to live with parents, living on
their own, with children, college students)
Cable, telco, satellite subscribers
Male vs. female
Income levels of <$25K, $25K-<$50K, $50K+

*Custom banners are available for most MSOs/cable networks. Please contact dana@ctam.com for more info.

Order Information:

The Watching Gens X, Y & i: How Lifestyles Impact Viewing Behaviors study is now available. Orders are being accepted. For more information or if you have any questions, please contact Clay Collier at 301.485.8900 or at clay@ctam.com.