What is 4Youth Community?
4Youth Community is an online community owned by Channel 4 and is home to 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 and deliver a report to you. We’ve asked questions on pretty much everything - from tampons to veganism, testing hair care adverts to finding out their passions.
Who can use it?
We offer the 4Youth Community for free to support our commercial agency and client partners. The team at Channel4 have partnered with bespoke community providers LRWTonic to help get you the answers you need. So if you have burning questions for the 16-24 audience, let us know what you want to investigate and we’ll take it from there!
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
16-24s Lifting Lockdown
Following non-essential retail, beauty salons, pubs/ restaurants and gyms re-opening as lockdown restrictions continue to be lifted, we spoke to over 500 Adults and 100 16-24s to see how they are feeling.
Although 16-24s tend to feel excited by the prospect of lockdown ending, their approach to the recent easing of lockdown remains cautious and sceptical. The most common word used to describe their feelings is anxious. In comparison to our sample of all adults 16+, they appear to be less troubled or down and more excited. However, a third of both samples primarily feel anxious. In our 16+ sample, 38% of women chose to describe themselves as anxious versus 25% of men. Whereas the top answer for men was happy at 33% in contrast to 29% of women using the same word.DOWNLOAD 16-24s Lifting Lockdown Research
16-24s Generation Buy
One of the announcements in Rishi Sunak’s 2021 budget was around the return of the 5% deposit mortgage schemes. We’ve put together some bitesize insight to summarise how young people feel after this announcement and what this means for brands specifically:
- 63% of young people feel secure, excited or happy following the announcement. There is a noticeable enthusiasm and positivity young people have around the prospect of owning their own home, in fact as a result 64% of 16-24s feel hopeful for the future.
- 16-24s are already taking action since the announcement. 47% have spoken to family and friends about buying a property, 38% have looked online for home/decorating inspiration, 24% have downloaded a property app and over 1 in 4 have already or are planning on booking an appointment with a bank or mortgage advisor.
- In advertising, young people want brands to take an active role in explaining the property buying process, 83% of 16-24s would like to see TV adverts explaining the mortgage process. 61% of 16-24s are saving money to buy a property since the announcement, meaning they’d like to see advertising from brands personalised towards young people/first time buyers specifically. Lastly, 45% would like to see TV adverts giving them home/decorating inspiration also.
16-24s Kill the Bill
In light of the nationwide Kill the Bill protests, and increasing tension surrounding civil disobedience in the UK, we
asked 16–24-year-olds their views on political protests and the new Police, Crime, Sentencing and Court Bill
currently making its way through Parliament.
16-34s Valentine's Day
Almost half (48%) of 16-34s will be celebrating Valentines Day. Many are keen to make this year’s Valentines even more special than previous years with some opting to watch a film (41%), purchase a card for the occasion (36%) and get a takeaway (33%) or cook a special meal (32%). When young people are asked which TV channels they’d be most likely to watch on Valentines Day vs. competitors, both Channel 4 & E4 take the top spots! This is a similar story when we ask the same question for on demand services, where All 4 takes the top spot!DOWNLOAD 16-34s Valentines Day Research
16-24s NY Resolutions
We asked over 500 16-24s about their aspirations for the New Year via opinion platform OnePulse.
Interestingly, Channel 4 is the TOP commercial channel that 16-24s would like to watch more of in 2021. We also found that 43% of 16-24s have made a New Year’s resolution for the year ahead and that the top three resolutions were exercising, saving money and losing weight.DOWNLOAD 16-24s New Year Resolutions Research
Xmas Ad Review Sainsbury
Sainsbury's 2020 Christmas Ad Review
The Gravy Song features a phone call between a father and a daughter, both of whom are hoping to see each other this Christmas. This week we spoke to the 16-24s in our 4Youth Community about the ad – here’s the lowdown on what they thought:
Captures how the UK are feeling
Perhaps the most shared feeling millions of people in the UK are experiencing right now is the separation from friends and family, and the hope that lockdown is lifted in time for Christmas. 4Youth members praise the advert for capturing this sentiment in an authentic way that evokes feelings of nostalgia and hope, reflecting what we all want at Christmas – to be with our loved ones.
"It’s relevant to society and lockdown and very emotional showing the importance of family and the things we might miss this Christmas."
Reflect what Christmas is really about
The Gravy Song is a welcome reminder about what Christmas is about for many; spending quality time with family, having fun, enjoying food and partaking in Christmas traditions. This is a welcome break from the generation who value experience over things, deeming other Christmas adverts to sometimes be too centred on gifts.
"I loved the advert! It seems like such a genuine advert rather than a marketing ploy to get people to go to Sainsbury's - they have embodied everything that this year has become. Lots of people would be doing this currently since they don't know what their Christmas plans would be."
Has a fresh production style
Despite being digital natives, 4Youth welcome the ‘home-style’ production of the advert that’s filmed through an old camcorder. These home recorded videos playing in the background of the phone call elevate the authenticity of the conversation taking place.
"The format was different and innovative - narrated through an off-screen phone call - while still revolving around classic Christmas ad themes like family and comfort. I liked the journey it took us on, letting us work out the connection and nuances of the dynamic, before culminating in the iconic scene of a family Christmas dinner."
For the 4Youth Community, The Gravy Song is a long overdue, welcomed reflection of non-white British families celebrating Christmas.
Typically a ‘whitewashed’ season, a number of white participants praise the advert for reflecting modern Britain. Most importantly, our 4Youth members who are black or mixed race find the advert to be highly relatable and reflective of their household dynamic at Christmas
"It is my house! This represents me. I am so happy to watch an advert that looks like my family."
"I love that they’re using a non-white family within it - this country seems to usually not acknowledge the diverse population at Christmas and sort of whitewash the advertisements! This is the first advert I can recall featuring a darker skinned all-black family and it’s just so pure and lovely."
However, the inclusive nature of Sainsbury’s advert initially goes unmentioned by the vast majority of 4Youth – not because they don’t recognise its importance or celebrate the inclusion of a black family, but because fundamentally they saw a heart-felt advert about family.
Whilst the community felt that the Gravy Song shouldn’t be a controversial advert, 60% were aware before being prompted that the advert has received criticism online by some for featuring a black family. When we asked 4Youth how they felt about some of the tweets in circulation (see right), the majority were outraged that the advert had received negative comments in relation to its inclusive nature – though many are sadly unsurprised.
"I am disgusted, but I'm not surprised - after everything that has happened this year it's very clear that the UK still has a massive issue with racism and it's just bizarre and alien to me, but its sad that it is still a thing."
Sainsbury's 2020 Gravy Song outperforms the 2019 Nicholas The Sweep advert in all categories for our 4Youth community.
83% like the advert a lot (vs. 63% in 2019)
86% find the advert relevant
(vs. 66% in 2019)
76% feel more positively toward Sainsbury’s
(vs. 59% in 2019)
60% likely to share the advert with a friend/family/online
(vs. 58% in 2019)
80% find the advert to be very festive (vs. 69% in 2019)
DONWLOAD GRAVY SONG RESEARCH
Xmas Ad Review Co-op
Co-op's 2020 Christmas Ad Review
We asked our 4Youth community of 16-24s for their feedback on Co-Op’s 2020 Christmas advert that featured real life brothers singing an Oasis classic, ‘Round Are Way’.
Respondents spoke about how much they enjoyed the new Co-Op Christmas ad, in fact, 76% liked the advert and 25% gave the ad 10 stars. Most felt the ad was very real and relatable, and particularly liked how it featured two real life brothers from Leeds giving a heartwarming Oasis rendition to their local community. A positive energy was picked up on by many respondents, who loved the optimistic message of community throughout.
The majority spoke about how the advert made them feel. They often described how they felt emotional and hopeful for better days to come. With that in mind, it’s no surprise that 46% felt touched by the advert and 57% felt happy as a result. Respondents liked that the advert depicted how important a strong family bond is in difficult times, whilst capturing the true spirit of Christmas – it’s not about presents, but all about kindness.
Noticeably, the advert was successful at creating brand warmth around the Co-Op brand. When asked to personify the brand, it was described as a person with community values at their core who believed in the power of love and hope. Co-Op was described as always having a sense of togetherness and optimism, whilst caring for others in everything it does.
"loved the brother relationship, it was endearing and normal. I liked the song choice, not a classic Christmas song like you'd expect. I also like how at the start you could hear on the news it talking about how it won't be a normal Christmas which is obviously very relevant and relatable"
"I really loved this advert. I think that it has a great naturalness about it and believability, as well as pushing forward the importance of community and care. An idea that is often selfless. The endnote where the siblings walk off together is great too, a heart-warming moment and a reminder of the importance of family."
"I think it was very simple, yet somehow that simplicity is appealing. It’s really heart-warming. The innocence of the small children combined with the deeper meaning of the ad really stand out to me, making it memorable"
Key stats for Co-Op’s 2020 Christmas advert:
76% liked the advert
46% felt touched
when watching the ad
69% found the advert to be unique
74% found the advert relevant
43% feel more positively toward Co-Op
47% likely to share the advert with a friend/family/online
59% find the advert to be very festiveDOWNNLOAD Co-op research
Xmas Ad Review Mcdonald's
McDonald's 2020 Christmas Ad Review
We asked our 4Youth community of 16-24s for their feedback on McDonald's Inner Child Christmas advert.
The 4Youth Community spoke about how much they enjoyed Inner Child, in fact, 85% liked the advert. Most spoke about how they really liked the idea that, Christmas reveals your inner child and felt the advert captured the magic of Christmas really well. They also really liked the relationship between the mother and son, some described how they found this bond relatable.
The majority spoke about how the advert made them feel. They often described how they felt emotional, nostalgic and how the story pulled on their heart strings. With that in mind, it’s no surprise that 63% felt touched by the advert and 59% felt happy as a result. Young people spoke about how they liked that McDonald's highlighted the importance of what Christmas stands for and the family values they expressed in the story.
Noticeably, the advert was successful at creating brand warmth around the McDonald's brand. When asked to personify McDonald's, they spoke about how it was a kindhearted and hospitable brand. Many described, McDonald's as being a place that brings people together, offers comfort, is family friendly, caring and holds traditional values to be true. As well as this, they also spoke about how McDonald's was a brand that wasn’t afraid to have fun.
"I love the emotion and relatability in the story. Everyone knows what it's like to grow up and feel like the magic at Christmas is lost. However, the advert is very heart-warming and makes you feel like your inner child is still there. It's very touching!"
"Overall I love this Advert, I think that it captures the true spirit of Christmas and shows Young People growing up and the loving connection we have with Good Food. The advert itself makes me feel super festive and reminded me of my childhood and the memories I have of my own Christmas."
"McDonald's believe in comfort, They are reliable and they are fun. People are always excited to go to McDonald's for dinner and it's always a comfort to eat in."
Compared to McDonald's 2019 Christmas advert Reindeer Ready, here’s how the Inner Child performs:
85% liked the advert
(vs. 68% in 2019)
63% felt touched
when watching the ad
(vs. 49% in 2019)
63% feel more positively toward McDonald's
(vs. 65% in 2019)
60% likely to share the advert with a friend/family/online
(vs. 65% in 2019)
89% find the advert to be very festive (vs. 82% in 2019)DOWNLOAD MCDONALD'S INNER CHILD RESEARCH
Xmas Ad Review Tesco
Tesco 2020 Christmas Ad Review
We asked our 4Youth community of 16-24s for their feedback on Tesco’s No Naughty List Christmas advert.
Tesco’s No Naughty List, proved to be very popular amongst the 4Youth Community with 81% liking the advert. They really enjoyed how different Tesco’s Christmas advert was compared to other Christmas adverts. The majority spoke about the relatable narrative, which they found very funny yet still festive. The lighthearted, humorous tone resonated well with the community, they often described it as an uplifting, fun and joyful advert. As a result of watching No Naughty List, 69% felt happy when watching the advert.
They liked that Tesco put people at the heart of their advert. Many praised Tesco on being representative of modern Britain and liked that the advert showed a variety of different people enjoying Christmas. This was often why the advert felt so relatable to them.
When asked to personify Tesco’s characteristics, they mentioned many positive attributes. They spoke about how family and community was at the heart of what Tesco do. They also spoke about how Tesco is for everyone, the idea that, Tesco resembled being equal and inclusive. Many also spoke about how Tesco embodied integrity, honesty and a friendly persona.
" I really LOVE this advert. When I first saw it on TV I rewound it to show the rest of my family, I think it is really funny and clever whilst also being really heartwarming. I like the jokes that are made, santa going on holiday and forgetting to sing happy birthday while washing hands etc. and I absolutely love how everyone is included in this advert. The lady doing sign language was especially my favourite. I actually just like everything about it! "
"It feels relevant without feeling like a quick cash-grab. There's a nice diverse range of people and it kind of says "this year's been horrible, let's treat ourselves" which everyone can relate to."
"(Tesco) believes in equality, where we all have rights to everything that life presents us, where we can make the smallest thing big, where family is the most important."
Compared to Tesco’s 2019 Christmas advert Delivering Christmas, here’s how No Naughty List performs:
81% liked the advert
(vs. 72% in 2019)
69% felt happy
when watching the ad
(vs. 59% in 2019)
63% feel more positively toward Tesco
(vs. 61% in 2019)
56% likely to share the advert with a friend/family/online
(vs. 59% in 2019)
83% find the advert to be very festive (vs. 86% in 2019)
DOWNLOAD TESCO NO NAUGHTY LIST RESEARCH
TikTok: An Exploration
A short report based on responses from our 4Youth Community which explores the rising appeal of TikTok amongst 16-24s, how they like to use the platform, and which content really cuts through with young people.DOWNLOAD TIKTOK REPORT
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.