“Ninety-nine percent use the Internet for up to three hours a day. And almost four-fifths of them get to the Web via their cellphones. Our local youth are truly mobile,” says Marc Kornberger, director at youth marketing and career development specialist Student Village.
He was commenting on the results of research conducted by Student Village and Interact RDT on local campuses during November this year. Altogether 660 students between 18 and 24 years old were surveyed nationally, with 80 percent of them being interviewed face-to-face, and the rest completing an online questionnaire. The headline findings, contained in Student Village’s first SA Student Social Media Report, were released in Johannesburg last month.
“The SA Student Social Media Report provides a snapshot of youth consumption of social media by analysing what students are doing online right now. Social networking is an essential part of campus life. On many campuses, nine out of 10 students use social networking sites on a regular basis. Other traditional mediums such as TV, radio and print are being consumed less and less,” said Kornberger.
“Students are a key audience for online word-of-mouth marketing efforts. They care about what their friends think and what they like, not traditional marketing and advertising campaigns.
“In addition, they are more likely than the rest of the population to use online video and user-generated content such as blogs. In fact, one out of three students has created a group online and published his or her own blog,” says Kornberger.
At the same event UK-based youth marketing guru Graham Brown pointed out that advertisers would have to continually find new ways of driving sales. “Youth marketers understand that the traditional methods don’t work the way they used to. The youth no longer trusts advertisers. Brands will now have to find ways to partner with consumers,” he said.
