Phatgnat Youth Survey Report 2005

This report details the results from the Phatgnat Online Youth Survey 2005. The survey was developed to find out what are the influencing factors behind young peoples purchasing decisions. According to the survey creator the results "highlight some obvious known factors such as price and friends recommendations, but there are some startling surprises." The aims of the survey were to undertake research into the purchasing decisions of young people and gain understanding on how a brand or company's ethical/community profile impact (if at all) on those purchasing decisions. 393 young people between the ages of 11-25 completed the survey which was online for two weeks from September 7-21 2005.

The following results were concluded from the survey:

• Price continues to dominate purchase choices.
• The need to be ethical and to communicate those values, is an area in which brands/companies need to refine as it is a factor in determining purchase choices.
• The importance of peer recommendations is evident and this could be an indication of the growth (and success of) 'word-of-mouth' and 'viral'’ advertising aimed at the youth market.
• Although there is evidence showing females and the older age groups being more interested in social issues, overall, the ethical values and community support brands/companies demonstrate/communicate is an area which presents opportunities for future development.
• Youth desire relevance, transparency and authenticity - it explains how advertising and celebrity endorsements are failing to reach this demographic and why young people are hungry for brands/companies which traverse the simple buyer/seller relationship.
• Results raise the question that maybe the money spent on celebrity endorsements and one-way advertising could be more effectively spent on social projects which would deliver a better return on investment?