Teen virtual world and community Habbo has unveiled the results of its Global Habbo Youth Survey Brand Update for 2009, which takes a look at the connection kids 11 to 19 have with brands and their media consumption habits.
The study, which was conducted in April, surveyed 112,000 teens between the ages of 11 and 19 from more than 30 countries.
In the US, 62% of survey respondents most agreed with the statement ‘I nearly always buy my favorite brands,’ compared to 63% from all countries. A full 51% of US teens most agreed that ‘I prefer brands that are targeted to teenagers,’ compared to 61% of respondents from all countries, while 43% of US respondents said they preferred the most popular brands versus 52% of global respondents.
As for the social function of brands, half of the US teens surveyed agreed with the statement ‘I want to stand out from the crowd with my brands,’ while only 38% of respondents in all countries agreed.
Interestingly on the ad front, 48% of global survey respondents said it’s great to have advertising in Habbo, while another 37% say it’s OK. 70% of them also said that they tell their friends about promos they’ve seen in Habbo, with 29% stating they do this often.
The top TV channels named by the kids were MTV and Disney Channel, with Nickelodeon and Cartoon Network tying for third. Top TV programs were Family Guy and SpongeBob SquarePants. Tied were South Park, iCarly and House. Apple was the runaway winner in the electronics category, followed by Sony and Nintendo.
The Global Youth Survey Brand Update 2009 is available to purchase as a 98-page paperback book. For inquiries and orders, contact the Sulake Web Store at http://webstore.sulake.com.