Global Habbo Youth Survey 2008 | Sulake
Habbo, the largest virtual world for teenagers, makes available the results of its second Global Habbo Youth Survey. Examining the interests, values, attitudes, online habits of a global audience, the survey reveals teens’ current media usage, consumption behavior and brand preferences in order to better understand what compels youth around the world.
IMPORTANT NOTE: this report is a 250-page hard copy, which is delivered by express mail from Europe after purchase. Delivery may take up to four days. Please contact research@ypulse.com for information.
For a complete Table of Contents of the report, see below.
For the study, Habbo surveyed 58,486 teens between the ages 11 and 18 from 31 countries, and identified five clearly defined behavioral segments amongst the respondents.
The research was conducted within the virtual world, Habbo, and the total number of respondents (after data cleaning) was 58, 486. The research was conducted between October and November 2007. 31 countries were surveyed and statistical weighting was employed to give all participating countries an equal weight in the global results.
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 travelling
• 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
A major focus of the survey was how teens communicate today. 76 per cent of teens globally use the internet to Instant Message friends. Overall, Instant Messaging is the most popular communication tool in most of the countries. Though 72 per cent of teens still hold active email accounts, the majority of communication with peers is no longer conducted over email. The survey revealed that email is generally reserved by teens more for non-personal needs such as school or work, or correspondence with family members.
Habbo has worked in partnership with leading brands that enter the virtual world to engage creatively with teens online. The survey showed that brand familiarity clearly affects teens’ choices as consumers, with 74 percent saying that familiar brands guide their purchasing decisions. Reinforcing the brand familiarity findings, global well-known brands, such as McDonald’s, Coca-Cola and Nokia ranked high for both boys and girls. Gender differences are more visible for example in clothing brands. According to the results, boys favor Nike, Adidas and Billabong as their top clothing brands, whereas girls preferred Hennes and Mauritz, Nike and Roxy.
TABLE OF CONTENTS
FOREWORD 6
INTRODUCTION 7
HABBO – WHERE ELSE? 9
Habbo Hotel – the Virtual World
Celebs Love Habbo!
Habbo Multiplayer Games
Safety in Habbo
Brands in Habbo
METHODOLOGY 13
Conducting the Survey
Data Preparation
Data Reliability
Comparisons to the 2006 Survey
Segmentation
RESPONDENT BACKGROUNDS 18
Gender Ratio
Respondent Age
VALUES AND ATTITUDES 26
I Want a Normal Life
I Want to Fit in and Be Respected
I Want to Study Hard So I Can Work Hard
I Want to Spend Time With My Parents and My Buddies
I Want to Be a Good Boy/Girl
I Want to See the World
I Want to Stop Global Warming
My Worldview: Conservatism Versus Liberalism
I’m Young, but I Worry
INTERESTS 52
The Things I Like
My Music
My Sports Teams
My Celebs
MEDIA USAGE 76
My TV Programs
My Life Online
My Life on My Mobile
My Online Games
CONSUMPTION HABITS 116
I Get My Parents to Buy What I Want
My Cash Flow
Why I Buy What I Buy
My Gadgets
My Brands
Top Teen Brands
YOUTH SEGMENTS 154
Segment Sizes
Demographics
Personality, Values and Attitudes
Interest Areas
Media Usage
Money and Consumption
Favourite Brands
COUNTRY RESULTS 180
CONCLUSIONS 245
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