Презентация исследовательской компании Salt (www.salt-research.com) Содержание: - Образование и карьера - Семейные ценности - Развлечения и поведение в digital - Потребительское поведение

1. Salt. Market Research Company // 1st Truzhenikov pereulok, 14 b.1, Moscow, Russia // +7 495 987 21 61 // www.salt-research.com
Key lifestyle patterns
Russian
youth

2. 2
EDUCATION
& CAREER

3. 3
About 80% of 16-year-old students in 2013 set
a goal to go to the university and graduate
from it*. In Europe and the United States only
every second student has intention to go
to the university
Fact 1
* According to research by FOM (Public Opinion Foundation) and Foundation for the preparation of a personnel reserve

4. 4
Young people in Russia are set to earnings,
but more than 70% of them associate it with a
career in big companies. In the US, 76% of
teenagers plan to conduct their own
business*
Fact 2
* According to Levada Center

5. 5
Working age of Russian teenagers comes later,
they usually start working after graduation. Part-
time jobs are not usually welcomed by parents,
they are possible only in case of real necessity*
Fact 3
* According to the research by SLON magazine

6. 6
For young people in Russia vacations and travels
are related to the career and work. The more
successful the career is, the more opportunities
they have.* In the US and Europe travels for
teenagers are a measure of personal freedom
Fact 4
* According to the research by the RAS Institute of Sociology

7. 7
While a quarter of teenagers in the United States
are involved in volunteer activities, in Russia this
culture is only beginning to emerge*
Fact 5
* According to a study by Levada Center

8. 8
EDUCATION & CAREER
 Any education and the opportunity to
develop play an important role in the lives of
young people. On average, each student
attends 2 to 3 additional courses in addition
school
 Herewith, one of these activities is dedicated
to physical fitness – modern teenagers pay
more attention to sports than their
predecessors
 Russian teenagers dream to link their future
career with their current interests, but are too
afraid to think ahead. Now it’s hard for them
to imagine what they will do in 10 years. They
would like to believe that they will just be
successful, without specifying what this
success will include

9. 9
FAMILY
& MARRIAGE

10. 10
The average age of marriage in Russia is 22
years for women, 24 years for men.* In the
USA this age is 26 years, while in Germany - 30
years
Fact 1
* According to Levada Center over 2012

11. 11
The average age of women giving birth is 23
years, in the mid-1990s, it was 20 years*
Fact 2
* According to Federal State Statistics Service

12. 12
At the same time, 42% of people under 24 believe
that they must first engage in a career, and only
then think about the children and the family*
Fact 3
* According to the survey by recruitment portal SuperJob

13. 13
FAMILY & MARRIAGE
 For today’s young people the family takes a
back seat. Compared to previous generations,
they do not associate their main desire – self-
realization – with the marriage and the birth
of children, although they do not deny the
importance of these things
 For Russian teenagers, the family is rather the
bastion of stability, something that will
always exist, and where you can go back at
any time
 Unlike the previous generation, modern
teenagers often are the only children in the
family or the younger children. Because of
this, the image of a small child in their minds
is mythologized. Teenagers do not have a
specific opinion on this matter, so it is difficult
to understand how important for them it will
be to have their own children. They have no
idea what it is and how it can affect the life

14. 14
DIGITAL
& ENTERTAINMENT

15. 15
89% of Russian teenagers use the
Internet on a daily basis*
Fact 1
* According to research by the Foundation for Internet Development

16. 16
At the same time, more than 80% of Russian
teenagers regularly watch TV*
Fact 2
* According to MASMI Russia

17. 17
Among people of 18 to 22 years, demand for
mobile navigation is growing rapidly. In the US,
the situation is similar - many teenagers poorly
orient even in their cities*
Fact 3
* According to the research by SLON magazine

18. 18
Less than 30% of Russian teenagers actively
play computer games (51% in the US)*
Fact 4
* According to the research by SLON magazine

19. 19
More than 40% of Russian teenagers have more
trust in the media and not in the views of the
social networks which are perceived as a
means of entertainment.* In the US, the
situation is quite the opposite
Fact 5
* According to the Nielsen Company

20. 20
DIGITAL & ENTERTAINMENT
 Modern teenagers in Russia are the
generation of the Internet and mobile
phones. As it is not such a novelty for them,
they do not try to keep up with all the latest
developments in technology, as do
representatives of the older generations.
Expensive gadgets for them are not a way to
show themselves, they do not play such a big
role. The main thing for them is their
individuality
 Young people refer to the wealth of
information that has become available over
the Internet more neutrally. They do not seek
to try all the new applications and games for
mobile phones. They read reviews, talk to
friends and choose the best one

21. 21
CONSUMER
BEHAVIOR

22. 22
In 2013, the Russian teens spent 5 to 6 billion
dollars, which is 1.5 times more than last year.
In the US teenagers spend 44 billion dollars*
Fact 1
* According to the research by SLON magazine

23. 23
Teens in Russia buy online less than young
people in the US and in Europe, but the way
they make purchases is different from the
traditional – first they search for information
on the Internet and obtain the approval of
peers*
Fact 2
* According to a study of the Fitch consulting agency

24. 24
In the US, 74% of mothers recognize that
children have a significant influence on their
purchases. In Russia, parents are more
conservative, 47% of representatives of the
older generation are skeptical about the
preferences of young people*
Fact 3
* According to the research by SLON magazine

25. 25
CONSUMER BEHAVIOR
 Since modern Russian teenagers have more
opportunities of leisure and shopping, their
expenses have become more independent
and mature, though they are not devoid of
teenage specifics
 Internet plays an important role in making
purchases: the needs of youth are formed by
photos and pictures accidentally found in
social networks. In addition, teenagers get
acquainted with all the possible range on the
Internet first, and only then try to find this in
the offline stores

26. 26
Moscow
1st Truzhenikov lane, 14 b. 1
www.salt-research.com
+7 495 987 21 61
 Maxim Drozd,
Director
md@salt-research.com
Mobile: +7 903 168 24 80
 Marina Ovchinnikova,
Innovations and Development
Director
mo@salt-research.com
Mobile: +7 926 528 96 12
Salt © Essential ingredient in your marketing kitchen!
www.salt-research.com
Contacts