Youth - Day in the life

Marketers already know about the importance of online for Youth but please also take note of lifestyle focus around cinema going and coffee shops – getting your product and ‘postcards’and collateral into places like The Coffee Bean in Singapore or in any Mamak Restaurant in Malaysia is a sure shot way of reaching this audience.

In Australia individually owned coffee places are also meeting places for Youth especially females where it's a great place to spend hours together though perhaps not as big as in Asia.

It’s surprising how 20 to 24s are so similar in Singapore, Malaysia and in Australia in all sorts of ways. Here are the sorts of things we are finding about what Singaporean 20 – 24s females and males do from day to day:

 Typical to be online every night – at least one hour
 MSN Messenger chats with friends
 Also cooperate on work and research projects with others
 Minority of females play games on-line, some interest in role play games – online games very strong with males (Warcraft, DOTA)
 TV still playing a role – soaps/dramas, Singapore idol
 Action movies, Sci Fi, Scary movies, Fantasy (eg Lord of Rings)
 Still lots of single sex activity - meet girlfriends at The Coffee Bean for hours chatting/gossiping
 Niche segments into Anime – not that well liked. Stronger among males. Manga not really on radar
 Likely to still be students, lots of study – love sleep, more sleep
 Outdoors life key to Singaporean lifestyle – active: swimming, gym, wakeboarding
 Beach and sun tanning popular
 Not generally yet too concerned about weight
 Shopping for most females - on line too, now starting to buy and sell
 Mango highest profile, Zara – (younger age groups – surf brands)
 Clubbing though not for everyone
 Liquor and increasingly wine, champagne still special
 Smoking common
 Want to enjoy life and have fun while they can - before life's responsibilities kick in
 Mostly widely acceptable music - - R&B
 Music downloads huge
 Magazines –Cleo mainly, My World, Hello, Star
 Typically wear very casual clothes during day – don’t want to be overdressed.. T shirt + jeans – thongs
 T shirt with messages (slightly provocative) cool
 Graphic Tees still happening

As far as fads go....

 Vintage/retro is huge - Haji Lane in Singapore is full of retro shops - little owner operated places that have imported retro gear and that now sell to the public. Previously importing just for self and friends - these are now viable businesses at least for a while. Youth is moving away from designer labels though not abandoning them - they will where D&G bag, a LV belt and mix up with other retro stuff to create a different more individual look
 Highlights in the hair in Malaysia - probably a trend from Japan
 Gym and exercise
 Pink T-Shirts for males
 Wine consumption increasing
 Travel overseas increasing
 Blogs happening but still at fringes – like the sensational/infamous blog of Xia Xue and the anti Xia Xue blogs, podcasting and podcaste listening not really happening yet
 Body piercing (still strong), tattoos

Fads are quickly adopted ‘must have’ experiences or goods that have currency for those who adopt them. Usually has a limited lifespan a part of the appeal is its currency.

Some can be revived.

A trend is a long term change in sentiment or behaviour that has enduring impact over over several generations.

And now to leave you with a few words from Eminem.....

I'm a trend, I set one every time I'm in/ I go out and just come back full circle again/
You a fad that means you something that we already had/
But once you're gone you don't come back/
Too bad, you're off the map now radar can't even find you.

Eminem