LONDON, October 16, 2014 /PRNewswire/ --
Media first audience study by Manning Gottlieb OMD casts spotlight on previously overlooked Ethnic Youth demographic
Today Manning Gottlieb OMD proudly announces the launch of proprietary research 'Our Ethnic Youth: Redefining Gen Y'. This cutting edge piece of research explores the changing youth demographic in the UK, a previously overlooked audience which already accounts for just over 1 in 4 of Gen Y, and is set to grow rapidly.
(Logo: http://photos.prnewswire.com/prnh/20141016/712135-a )
(Logo: http://photos.prnewswire.com/prnh/20141016/712135-b )
The ground breaking study reveals that whilst politics is a greater passion point for the Ethnic Youth demographic compared with White British Youth[1], they are significantly less likely to vote in the next general election (34% vs. 44%).
This lower voting intention signals a potential lack of relevant, ethnic politicians currently motivating Our Ethnic Youth, who place a much greater importance on representation. 64% believe it's important for people of their ethnic background to be represented in politics and public life, with over a quarter feeling very strongly about this.
There is also a distinct lack of engagement in voting and politics in general among our White British female youth[2] which highlights a potential lack of representation at a gender as well as ethnic level in politics.
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1. 44% of Our Ethnic Youth agree that politics is important to them personally vs. 39% White British Youth
2. Only 57% White British female youth are likely to vote in comparison to 74% White British males.
Other key insights
Alison Tsang, Head of Insight at Manning Gottlieb OMD comments: "I am very excited to launch Our Ethnic Youth - Re-defining Gen Y. Despite real and perceived barriers in researching ethnic audiences, I believe we've conducted research, and created insights which fill a genuine knowledge gap on an important and increasingly influential audience. Giving our under 30 Ethnic Youth population a vital mouthpiece has resulted in fresh, up to date insights which are interesting to wider society as well as beneficial to our agency, clients and media partners. It's all part of our commitment here at Manning Gottlieb OMD, at delivering sharper, relevant insights which push the boundaries of our work."
#EthnicYouth
Our Ethnic Youth: Redefining Gen Y
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3. Asian Youth - Indian, Pakistani and Bangladeshi Youth
4. Black Youth - Black African and Black Caribbean Youth
The ambitious, three stage audience study, speaking to over 1,700 respondents aged 18-29 across eight key ethnicities, is believed to be the largest of its kind ever conducted in the UK.
Crucially voiced by the young people themselves the core research is formed of 40 filmed street interviews, 20 comprehensive blog diaries and a large scale quantitative survey among our White British and Ethnic Youth, with innovative methods including Harvard inspired implicit association tests.
About Manning Gottlieb OMD
Founded in 1990, Manning Gottlieb OMD is a member of Omnicom Media Group's leading media network, OMD - the second largest UK agency group by agency billings (source: NMR). With an ethos of 'Continually Create Difference', Manning Gottlieb OMD provides creative media communications ideas and solutions that have a real tangible effect on its clients' businesses. Manning Gottlieb OMD's diverse range of over 60 clients include Sony, Specsavers, TSB and the John Lewis Partnership.
Manning Gottlieb OMD is Media Week's 'Media Agency of the Year 2013' and achieved a media agency first in 2012 by winning the Media Grand Prix at Cannes and the Grand Prix at The IPA Effectiveness Awards in the same year.
For further information contact:
Anneka Dew, PR & Marketing Manager, Manning Gottlieb OMD
Email: ADew@mgomd.com Tel: +44(0)207-470-5346
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