Channel Y: Media Preferences of Australian Youth

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Bias aside (this was commissioned by Australia Post), I couldn't help that the findings of recent report on Generations Y’s media preferences in Australia resonated with me (a fellow Gen Y'er). So what are Gen Y’s (and my) thoughts on different media channels and being marketed to in each of them?

The assumption is true - we spend a lot of time online and we watch a lot of TV. We like our friends and family communicating to us through our phones (calls and text), email and social media channels.
We actually think that being sent an SMS or receiving a phone call is really irritating (myself maybe more than others - I know my bill is here, you sent it to me, I don't need an email and 2 x SMS's to tell me you’ve sent it after I’ve paid it).
Facebook ads are Easy to Ignore, are expected and border towards Irritating
Traditional channels are Expected and Easy to Ignore; but they're convenient
So here's the interesting (albeit bias) one. Addressed Mail is considered Important, Personal and Formal, and its the only channel that observes this.


Gen Y missed the days of getting mail; we got emails, SMS's, Interactive TV and Instant Chat, I think some of the younger Gen Y'ers would be hard pressed to answer... What is VHS? And although we are glued to our phones, it’s for friends and family.
Gen Y "compartmentalize" their communication channels. We have separate email addresses for different purposes and a clear division; some channels are for friends and family and some are not. Business needs to be careful not to overstep the mark, just because we spend a lot of time on our phones and Facebook, doesn't mean we think it's appropriate for Bank ACME to communicate to us there. This annoyance factor could cost a brand not help it. The findings suggested that these Irritating channels weren’t just irritating, they were actually unacceptable.
The big question not answered here is; just because we like something more (DM vs. say Social Media) does that mean we convert at a higher rate? And does the 'Annoyance' or 'Irritating' factor of being sent a advertising SMS, outweigh the sales you get from it?
For more info visit: http://www.openuptomail.com.au/channely
And just in case you were wondering, I got mailed the report, not emailed, hence the dodgy images. But I opened it and wrote a blog article didn’t I?



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