Results show bravery, optimism and pro-technology are core values championed by Europe's young generation
SHENZHEN, China, Aug. 18, 2016 /PRNewswire/ -- Honor, a leading smartphone brand created for digital natives, today releases the results of a survey on European millennials which shows risk-taking and family-centricity are inherent qualities in this generation, and that technology is recognized as an enabler which helps people achieve life goals and create more opportunities for society. The survey also shows optimism is still pervasive amongst Europe's young people despite the challenges currently facing the region.
The study was conducted by Honor in conjunction with Penn Schoen Berland (PSB), a global market research and opinion polling firm, in July and August 2016 with the objective of understanding the values, challenges and aspirations that are driving this important demographic who will shape the world's future. 1,500+ millennials in UK, France and Germany between the ages of 18 and 34 participated in this cross-market survey study.
"The survey demonstrates that members of the young generation in Europe truly embrace the spirit of bravery and are willing to make bold life choices to achieve goals that are important to them. They also champion the fearless and can-do attitude towards challenges which Honor particularly advocates," said George Zhao, President of Honor. "Honor stands 'For the Brave', and by providing state-of-the-art smartphones, including the one we will introduce to the European market next week, we strive to empower digital natives to achieve great things in life and Honor will grow with them."
The study reveals that 9 in 10 of the respondents see risk-taking as essential to achieving their life goals, and "finding the right partner for life" is at the top of the list of goals, indicating millennials are largely family-centric. 60% of respondents believe their generation takes more risks compared to previous generations and over one third say they've taken a risk in their social life, education and their career. Risk-taking is also strongly associated with the concept of bravery. Starting a new business, having children and travelling the world are commonly seen by European millennials as brave life behaviors.
"Mental toughness and courage are key themes which run through all of Honor's marketing campaigns, and they resonate very well with young people," said Steven Wang, Global Marketing Director of Honor.
Regarding technology, 8 in 10 of the respondents say they feel empowered by current technology. Three quarters consider a smartphone vital to their everyday life and a majority anticipate running their household from their phone or computer in the next five years.
"Millennials are a future-looking generation that sets lofty goals and are not deterred by hard times. Technology helps them achieve these goals -- it's not simply a tool they rely on every day, it enables them to live the life they want to live, engage the way they want to engage, and ultimately, take the bold leaps they know they need to take," said Lauren Vincelli, Vice President at research firm PSB.
While the region is shadowed by some uncertainties and difficult issues, European millennials remain optimistic according to study results. Their confidence in their personal futures is strong. 7 in 10 respondents agree they will have the opportunities to follow their dreams and a sizeable majority think their own generation is the best equipped to help their countries tackle the biggest issues.
The study also investigates European millennials' expectations of brands with the results showing young people particularly welcome high quality products which embrace new trends, innovation and interactive engagement that reflects their values.
To access the survey data set, please visit: http://photos.prnasia.com/prnk/20160818/8521605239-b
Honor is a leading smartphone e-brand under the Huawei Group. In line with its slogan, "For the Brave", the brand was created to meet the needs of digital natives through internet-optimized products that offer superior user experiences, inspire action, foster creativity and empower the young to achieve their dreams. In doing this, Honor has set itself apart by showcasing its own bravery to do things differently and to take the steps needed to usher in the latest technologies and innovations for its customers.
For media enquiries, please contact:
Burson-Marsteller Hong Kong