Following on from my last post on Habbo's Global Youth Survey, another part of the interesting research clearly identified five clearly defined behavioral segments amongst the generation Z and generation Y teenagers surveyed. It examined interests, values, attitudes, online habits, current media usage, consumption behavior and brand preferences to understand what drives these generations. With each group representing approximately one-fifth of the total teens surveyed, the five groups were categorized and described as the following:
- Achievers: Ambitious, strong minded and materialistic. They value material success and whilst having lots of friends do not consider other people's feelings as much as other segments
- Rebels: Value gathering lots of experiences in life and enjoy a fast-paced lifestyle. Like Achievers they want to become “rich and famous”, but they are not willing to compromise on having fun in order to achieve this goal
- Traditionals: Value having an ordinary life and see themselves as honest, polite and obedient. They are keen to help others but are less ambitious and pleasure seeking compared to other segments
- Creatives: Share many of the same positive traits as Traditionals, but with a focus on creativity. They place value in getting a good education and being influential in life, but they are also active, social and have an interest in traveling
- Loners: More introverted and less likely than other segments to identify with any specific personality traits. They rarely see themselves as active or self-assured, but are more open minded in their attitudes compared to Traditionals or Achievers
For those of you with children, I am sure you can identify with some of these groups, but for employers it will be more difficult. The one thing for sure, is that they will have to learn fast how to identify the right group mix for their future recruiting strategies.
