Andrea Kraushaar from Youth Dynamix talks at The Heavy Chef Project in Johannesburg, August 2009. The presentation covers relevant and fascinating statistics on youth trends and behaviour.

1. Painting a picture of SA youth in the digital world Presented by Youth Dynamix 26 August 2009 Property of Youth Dynamix www.youthdynamix.co.za

2. Introduction to Youth Dynamix

4. Introduction to Youth Dynamix Property of Youth Dynamix www.youthdynamix.co.za Specialist Youth Agency 10 Years Experience & Data Ability to Track Trends & Mine Insights Developing Market Family

5. Youth Dynamix has extensive experience across a wide range of brands and categories Introduction to Youth Dynamix

6. Introduction to Youth Dynamix

7. The youth today

8. Property of Youth Dynamix www.youthdynamix.co.za We are living in a very youthful world, with almost half of the current global population under the age of 25! - United Nations World Youth Report 2005 The youth today

9. Property of Youth Dynamix www.youthdynamix.co.za New challenges A new generation of young consumer who requires different treatment to previous generations New opportunities The youth today

10. Property of Youth Dynamix www.youthdynamix.co.za 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24+ The Age of Observation 0-2 The Age of Exploration 3-6 The Age of Investigation 7-9 The Age of Experimentation 10-12 The Age of Analysis 16-18 The Age of Examination The Age of Contemplation 19-24 Early adopters of technology 13-15 The Age of Belonging Move to independence The youth today Fickle technology users Technology multitaskers, authors, creators

11. Property of Youth Dynamix www.youthdynamix.co.za “ A desk is a dangerous place from which to view the world” -John Le Carre

12. Trends Property of Youth Dynamix www.youthdynamix.co.za

13. Trends Taking the wealth of raw youth research data and mining them into brand and campaign relevant insights Insights that show pervasive trends affecting the youth’s environment, behaviour and mindsets

14. MXbook Property of Youth Dynamix Ü ber Generation extreme materialism brand power demandage extreme consumerism the ‘NOW’ crowd YouthTrax® 2008/9 Ü ber Generation: This generation is characterised by excess : the more they get, the more they want. Happiness on Lay-bye as well as Eat, drink & be merry (Now Generation): These trends have morphed from the youth’s love of materialism and an aspired lifestyle cell U life globalisation world in room technological revolution Tech slaves world in your hand Cell U life & Mxbook: Cellphones have become the centre of the youth’s universe. Happiness on Lay-bye Eat, drink & be merry Trends Technological revolution: Youth are growing up with screen based media from a young age

15. Ü ber Generation world in your hand globalisation world in room cell U life technological revolution Tech slaves Trends: Technological Revolution New playing field –shifted traditional boundaries; affecting how they think, how they access and share information , how they play, interact socially and communicate

16. Ü ber Generation world in your hand globalisation world in room technological revolution Tech slaves Ü ber Generation Trends: cell U life The youth have an insatiable need to be connected all of the time -> mobile oxygen cell U life

18. Trends : Über Generation extreme materialism brand power demandage extreme consumerism Ü ber Generation the ‘NOW’ crowd “ Freedom of expression is part of the revolution for the way kids want to grow these days….” `Sakhile Mzizi Township- Skateboard and BMX event organiser

20. They have an insatiable need to spend, spend, spend… consuming brands / products conspicuously Trends: Brand Power & Extreme Consumerism brand power the ‘NOW’ crowd Ü ber Generation demandage extreme consumerism extreme materialism BratTrax® 2006/7

21. Youth today Property of Youth Dynamix www.youthdynamix.co.za

22. Property of Youth Dynamix www.youthdynamix.co.za Outspoken Youth today

23. Property of Youth Dynamix www.youthdynamix.co.za Well connected Youth today

24. Individualistic Youth today

25. Property of Youth Dynamix www.youthdynamix.co.za Youth today Media proliferation

26. Property of Youth Dynamix www.youthdynamix.co.za Youth today Multi-tasking

27. Property of Youth Dynamix www.youthdynamix.co.za Youth today Digital Native

28. Property of Youth Dynamix www.youthdynamix.co.za Youth today ME-centric

29. New rules of marketing Property of Youth Dynamix www.youthdynamix.co.za

30. Property of Youth Dynamix www.youthdynamix.co.za New rules of marketing Community

31. Property of Youth Dynamix www.youthdynamix.co.za Networks New rules of marketing

32. Property of Youth Dynamix www.youthdynamix.co.za New rules of marketing Contribution

33. Property of Youth Dynamix www.youthdynamix.co.za Conversation New rules of marketing

34. Property of Youth Dynamix www.youthdynamix.co.za Content New rules of marketing

35. Property of Youth Dynamix www.youthdynamix.co.za New rules of marketing Choices

36. Property of Youth Dynamix www.youthdynamix.co.za New rules of marketing Multi-sensorial

37. Property of Youth Dynamix www.youthdynamix.co.za New rules of marketing Authenticity

38. Property of Youth Dynamix www.youthdynamix.co.za Moving to four e’s Product EXPERIENCE

39. Property of Youth Dynamix www.youthdynamix.co.za Moving to four e’s EVERYPLACE Place

40. Property of Youth Dynamix www.youthdynamix.co.za Moving to four e’s EXCHANGE Price

41. Property of Youth Dynamix www.youthdynamix.co.za Moving to four e’s Promotion EVANGELISM

42. Thank You Think Youth, Think Youth Dynamix! Youth Dynamix retains the intellectual property rights to this document. Unauthorized usage of the ideas presented herein, or replication in any form is strictly prohibited For Further Enquiries / Information please contact: Youth Dynamix South Africa at 34 Homestead Rd, cnr 12 th Avenue & Rivonia Rd, Rivonia, South Africa Tel: +27 11 806 8000