Life In Lockdown
We utilised our 4Youth community to get a clearer picture of what life in lockdown was like for young people around the UK...
Overall, the mood of our Tribes (our segmentation of 4Youth audiences) has shifted positively since the start of the outbreak. Although regular routines have been thrown up in the air, they have maintained a rational mindset that looks towards the future and focuses on more on their long-term plans, which still remain largely unaffected.
Social lives have understandably shifted, with face-to-face meet-ups being replaced with Zoom catch-ups. In making use of the capabilities of the digital sphere, relationships amongst this age group remain tight and largely unchanged by the disruption. That being said, it was unanimously agreed amongst the Tribes we spoke to that they are looking forward to regaining a sense of normality. They are particularly excited at the prospect of being able to meet up with friends and family, heading to the pub, going shopping and, eventually, going on holiday.
In order to keep spirits high, many have focused on keeping themselves busy with familiar activities such as exercise, reading, going for walks, catching up on content and connecting with their friends. With this new found time, Tribes are watching more content; they’re being more experimental welcoming anything with entertainment value, and find themselves actively avoiding the news as time goes on.
Our Tribes are of the opinion that in order for communications to stand out and be received positively, they must be appropriate to the brand ethos.
Companies should capitalise on the opportunity to drive home important messages, remaining topical to the current Covid-19 climate, whilst keeping it relevant by staying true to their brand personality. To do this, Tribes recommend that brands should keep comms light-hearted and funny; to provide positivity in contrast to the doom and gloom they are consuming through the news.
What is 4Youth?
4Youth offers our commercial partners a gateway into the everyday lives of 16-24’s and how they consume media and brands in an increasingly fragmented media world. The project now combines a plethora of projects all of which are available for free for our partner brands and agencies.
- Pop Up Projects: These are small scale nimble insight projects which we conduct on an ad-hoc basis in order to answer some of the key questions we have around youth audiences today.
- Partnership Projects: These are the projects we have done in collaboration with our commercial partners with the aim to bring our expertise together to reach a richer and deeper insight.
- Principle Projects: These are the three key ongoing studies including two segmentation projects and our online community of 16-24 year olds.
- UKTribes: our cultural youth segmentation which is now in it’s 11th year,
- AV:ID (Audiovisual Identities): our brand new commercial segmentation which looks into the video consumption preferences of 16-24s.
- Your4: our online community of 16-24s
What is 4Youth Community?
4Youth Community is an online community with over 1200 16-24 year olds. We put your questions to them each and every week to get the insight you need on this hard to reach and rapidly evolving audience.
How does it work?
We use a range of methodologies; Q&As, surveys, ideation sessions, focus groups, diaries and live chats. We’ll mix and match to make sure we get the most useful answers.
Who can use it?
Your4 Snapshot is available for free for our commercial partners. The Your4 team at Channel4 have partnered with bespoke community providers Tonic to help get you the answers you need.