gen y

Much has been written and spoken about the subject of the "youth" market. Branded as Gen Y, terms like "ad literate" and "media savvy" are used to describe them, but how much do we really understand about them?

For advertisers, attracting consumers to their brand at an early age can lead to a long and prosperous relationship. This increasingly makes this mobile and independent 16-24 year old GEN Y audience a vital target for marketers.

The 3rd in our series of Consumer Insight studies looks at the lives and attitudes of GEN Y 16-24 to provide advertisers with a deeper understanding of their brand choices and media habits.

Increasingly challenging to target in a fragmented media environment the findings demonstrate how Adshel can play a key role in assisting advertisers to reach and engage this demographic.

adultescents

Wedged in between the much spoken about Gen Y and older demographics is a new segment termed Adultescents. Characteristics of this segment include an aversion to taking on “adult” burdens and being tied down by mortgages and children, preferring instead to prolong their youth. The research provides a greater understanding of the lives and attitudes of 25-39 year old Adultescents with valuable insights into reaching and connecting with this audience.

main household shoppers

Busy family schedules, a packed social calendar, a forgotten item – there are many reasons why New Zealand Grocery Buyers are shopping for grocery items more frequently than in the past.

Exploring the attitudes, habits and purchase decision process of key grocery segments, our study aims to show advertisers how they can make the right media and creative choices.