updated in April/2009

 

The Brazilian adolescent is living in the moment "all at once now." Perform several activities at once, with phone, iPod, computer and video game in hand, live in the network and are interested in many subjects, but without attempting to delve into any subject.

According to research conducted by Veja.com site, which surveyed 527 parents and young people 13 to 19 years across the country, today's youth and idealism has less charm than previous generations. Do not crave any revolution - be it social or political.

The current generation of young people are less idealistic, is you really want to earn good money from their work (64%) like to live in tribes in social networking and have difficulty deciding and continue to do in life, love relationships, friendships, aspirations and courses.

How they live in tribes, are all very similar: same clothes, accessories, hairstyles and these gadgets.

The youth today is great influencer of purchase of their parents (nine out of ten families) when the product is electronics.

45% of Brazilian adolescents are at the shops as soon as a new gadget is released (Deloitte Research), hence the importance of a point of sale attractive to receive them.

What the young man really likes to do is stay at home (77%), movies and Shoppping.   31% pass the afternoon at home and spend 3 hours and 40 minutes a day surfing the internet. Consider 76% always or almost always happy.

 

The YOUTH CLASS C, D and E - 18 and 24 years and family income up to $ 1,000.

Young people these classes behave as the rich when they go shopping: prefer releases and famous brands. And they are willing to commit a larger share of their income to purchase electronic products with higher prices - notebooks, LCD TVs and home theaters.

The novelty is that these young people are choosing quality over a greater number of installments for payment (which does not happen with their parents, for example). Seek offers on the internet and making purchases in stores.

 

Source: Analysis Institute, Center Young Publisher Veja.com April and published in View, 2/18/09.

Sources: Young Nucleus of Editora Abril, Ipsos Marplan, Dossier 4 - Universe MTV Young and Deloitte.