Finding it difficult to connect with young audiences who are constantly looking to define themselves? The Lifelounge Sweeney Report has all the answers.
Too often marketers and advertising agencies battle against the digital noise to reach the elusive audience of 16-30 year old Australians. In the digital age, young Aussies have the upper hand in controlling what content they wish to see and consume. With the ability to download TV shows, movies, music, and the options to skip ads, it has been increasingly difficult to engage with this young audience and obtain their loyalty.
Brands must move beyond traditional advertising methods, and educate themselves on what this fickle demographic are interested in, identifying their core passion points, and understand how young people are engaging with the media that inundates them.
Aiming to cut through the noise and understand how young Aussies operate, the Lifelounge Sweeney Report extensively studies and researches the lifestyle behaviours of those aged between 16-30 years. Surveying 4,000 participants quarterly, the report covers pillars including Music, Sport, Fashion, Travel, Entertainment, Communication, Finance, Sex, Health and Education.
According to participants, the following 5 passion points are how they define themselves as individuals:
Young Australians feel experiences to define their worth, and are traded as social currency. The more shareable experiences they are part of, the higher their perceived “cool” rating goes up among their peers.
Friendship provides young Australians a communication circle to share their experiences – social transactions where experiences become currency. Friends enrich these the defining experiences, which become the fabric of their fledgling adult lives.
Music provides a common interest, and for many, a tribal sense of identity. We associate music with memory, attaching soundtracks to experiences. Unlike other forms of entertainment, music is easily accessible with many genres to identify with.
With the constant need to connect and share experiences, the young audience cannot live without technology. According to the Lifelounge Sweeney Report, 9 in 10 young Australians own a mobile device. Technology aids in the communication and transaction of experiences with peers.
Not only a component of entertainment, film is a social connector as it opens engagement and discussion.
These insights and findings are available to assist brand managers and advertising agencies alike to better understand how young individuals define themselves via their lifestyle choices and activities, so marketers can better seed their messages, and connect with their audience in more engaging ways.
Photo by Aleksandar Jason.