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The 0-25 year age group

THE “DIGITAL” GENERATION

Stay connected with the “Digital Natives”

• Among 13-to-24-year-olds, over 80% use the Internet at least once a month
• On average, 15-to-25-year-olds spend 13 hours per week on the Internet
• 70% of teens aged 12-14 and 94% of teens aged 14-17 have their own laptop

Source: Cultural practices among young people - 2009 Ministry of Culture and French Association of Mobile Phone Operators (AFOM) Study 2008

The 0-25 year age group : a never-ending demand of needs and targets

0-10 year olds
Between the ages of 0 and 10 years old, needs are related to stages of child development. These needs stay the same from one generation to another. However, the methods that brands and institutions use to respond to these needs are undergoing profound change. This is partly a result of new information technologies and communications, but is also the result of an increasingly protective regulatory framework (addressing issues of obesity, advertising, safety, etc.).
10-25 year olds : the "digital native" revolution
The "Digital Native" revolution has led to monumental changes within the 10-to-25 age segment. This has to do as much with expectations as it does with the ways to meet to these expectations.
The “Digital Natives” (a term popularized in early 2000 by writer Marc Prensky) are children and young people for whom digital technologies already existed when they were born (video games, the Internet, cellular phones, social networking sites, etc.).

BVA kid helps you better understand the changes associated with the digital revolution

The digital revolution has influenced the learning methods, socialization, consumer habits, values, and aspirations of “Digital Natives” so much that the risk of misunderstanding between them and “Digital Immigrants" (parents, companies, brands, institutions) is very real.
In light of studies on this topic, this revolution leads us to pursue constantly evolving methodological creativity to help us "stay connected.”
However, these monumental changes have also created incredible opportunities for those committed to supporting the future of new generations. With an ongoing concern for ethical practices (ESOMAR international code of ethics): the BVA Kid team will provide you with the assistance you need to interpret current changes and turn them into areas of opportunity.

Innovative methodologies

A 360° underrstanding
Our expertise provides a combination of adapted qualitative and quantitative approaches to give you a 360° understanding of a target for which verbalization or reporting methods could be a potential barrier.

We have developed tools and methodologies adapted to new digital practices to help meet these needs.
SOME EXAMPLES

KID REPORTER
Provides tools (digital cameras, camcorders, journals, etc.) with which children/teens/young adults can make their own reports at home. These then can be used as a stimulus during face-to-face interviews.CONSO BLOG (12-18 YEARS)
A platform where teens can freely express themselves using a tool they understand as well as enjoy.
A detailed individual data collection method that lets you follow the daily activities of a young person for any given period of time (anywhere from 8 to 45 days, depending on the study) to better understand in-situ test results in real conditions by means of daily feedback of personal experience.E-@NALYSIS
Social networking sites, blogs, and forums have become undeniably popular platforms for free/spontaneous expression that takes place in the form of discussion and exchange. The influence of these tools starts as early as adolescence.

However, the “webosphere” remains very dense and difficult to interpret.
BVA Kid has therefore developed e-@nalysis, a qualitative ad hoc tool designed to research, analyze, and observe the intricacies of this multi-layer “web.”
E-@nalysis is available in 4 different applications :

• E-explorer: Explore what is being said about a target group, a product category, a category relationship, or an issue associated with a category
• E-insight: Identify insights based on consumer practices and usage.
• E-brand: Assess what is being said about a brand on the web, i.e. who is talking about it, etc.
• E-wom: Assess brand “buzz” after an event (product launch, crisis, etc.)

Influence of age on methodologies

"CHILDREN” AGED 0-10 YEARS

Although we commonly and generically classify the 0-to-10-year age group as "children," we cannot approach this group operationally without addressing the particularities of the specific age segments within the target.
Depending on age and a child’s educational background, levels of conceptualization and verbalization will be different. The methods used to question these different target groups will vary and must be thoughtfully considered.
• The 0-to-3 age segment: “toddlers/pre-schoolers." Period of first acquisition / beginning of autonomy / age of imitation / very strong maternal relationship. An approach done mostly with participation of mothers
• The 4-to-5 age segment: “kindergarteners.” Period of identification and socialization. The family is the point of reference. Mostly qualitative approaches are used.
• The 6-to-10 age segment: “elementary kids.” Mastering of language; humor and social interaction become more developed. Starting from the second grade, playmates/friends become very important. Both qualitative and quantitative approaches are possible.ADOLESCENTS AGED 11 TO 17 YEARS
Understanding adolescents requires being familiar with their world, i.e. what they like, what they watch, what they buy, what they need, the tools with which they communicate, etc. Each age segment (and generation) evolves independently of one another. Influences, models, and vocabulary all change extremely fast. We therefore must learn how to constantly adapt to change.
• The 11-to-14 age segment: middle-schoolers. Self-affirmation by opposition, discovery of sexuality, a very distinct separation between boys and girls. It is at this age when kids start to pay attention to their body, appearance, and clothing. Brands and idols become important.
• The 15-to-17 age segment: high-schoolers. Although it is also true for middle school, high school is the time in life when group identity is most important.

This age bracket requires methodological creativity involving new technologies (blogs, forums, virtual worlds, peer-to-peer games) and a moderator who speaks their language. This is a way to engage them more effectively and to obtain information from them that they would otherwise be reluctant to share.YOUNG ADULTS AGED 18 TO 25 YEARS
For this age group, segmentation is based mainly on social status, i.e. students vs. young working people.

Young adults express themselves freely, provided that the right media are used. Our methodologies incorporate mobility as an additional dimension (cell phone usage, 3G Internet, etc.).