Word of mouth and internet favoured by youth

Hi Class,

We have been talking about this subject in class, so thought id add this article published in B & T 22/5/07

Word of mouth and internet favoured by youth

New research has underlined the power of word of mouth and the internet among 16 to 24 year-olds when discovering new brands, while TV and newspaper consumption continues its downward spiral.
In a study commissioned by AdShel and carried out by research firm The Seed into the behavioural patterns of this age group, it was found young people usually only listen to the radio in the morning or while driving; they have reduced TV watching to favourite "core shows", borrow DVDs to watch at their convenience and skip ads, or download shows from the internet; and don't even think about picking up a newspaper. This is backed by figures from the Roy Morgan Single Source for July 2005 to June 2006, which show 16-24 year-olds are 35% more likely to engage in heavy "out-of-home" activity, 16% are likely to engage heavily in magazines, 4% in extensive radio and 2% in heavy internet use.Respondents also revealed that they discovered their current favourite brand through a combination of word of mouth, advertising and the internet. Technology brands such as Apple, Nokia, LG, iriver and Motorola are popular with both sexes. However, specifically among boys, brands such as Red Bull, Oroton, Rip Curl, Billabong, Nike, DKNY and Asics are the picks.The favourites among girls are brands such as Sportsgirl, Converse, Covergirl, Maybelline, Chanel, Bonds, Hugo Boss and Adidas, according to the survey.In terms of advertising, a level of intrigue or creative that is a little confronting, were deemed to be the most effective.