By collecting data from key markets we help businesses understand what young people think about their current and future economic prospects. By using a select group of growth and developed markets, it allows for a comparison of youth confidence in different economies. It also gives businesses looking to develop in growth markets, a good indication of the current and future health of the economy. The YPPC will be repeated regularly so trends can be tracked over time. Key results: Overall young consumers in growth markets are at least twice as confident, compared to those in developed markets. Confidence is being driven in growth markets by a very positive outlook for the economy and future job prospects. Young consumers in growth markets haven’t been jaded by a hard hitting recession that those in developed markets have, and there is a serious risk of young people in developing nations becoming the ‘lost generation’. Growth markets optimisms towards their economy, transfers into views on buying large purchases and provides a fantastic opportunity for UK and US companies looking to export into these markets. However when exporting to growth markets, companies must understand the different business practices, regulations, infrastructure, cultural differences and population makeup - in Nigeria 60% of the population is under 25, which impacts product demand. What is clear, is that the mobile device is very important in the lives of young consumers all over the world, which will be reflected in not only how we research these consumers, but also how marketers communicate and transact with them.

1. Young People’s Consumer Confidence -
Developed and Growth markets
October 2012

2. Summary
• Overall young consumers in growth markets are at least twice as confident, compared to
those in developed markets. Confidence is being driven in growth markets by a very
positive outlook for the economy and future job prospects.
• Young consumers in growth markets haven’t been jaded by a hard hitting recession that
those in developed markets have, and there is a serious risk of young people in developing
nations becoming the ‘lost generation’.
• Growth markets optimisms towards their economy, transfers into views on buying large
purchases and provides a fantastic opportunity for UK and US companies looking to export
into these markets.
• However when exporting to growth markets, companies must understand the different
business practices, regulations, infrastructure, cultural differences and population makeup -
in Nigeria 60% of the population is under 25, which impacts product demand.
• What is clear, is that the mobile device is very important in the lives of young consumers all
over the world, which will be reflected in not only how we research these consumers, but
also how marketers communicate and transact with them.
Contact us at info@ondeviceresearch.com to add in your own survey questions

3. Young Consumer Confidence Index (YPCC)
By collecting data from key markets we help businesses understand what young
people think about their current and future economic prospects.
By using a select group of growth and developed markets, it allows for a
comparison of youth confidence in different economies. It also gives
businesses looking to develop in growth markets, a good indication of the
current and future health of the economy.
The YPPC will be repeated regularly so trends can be tracked over time.
Sign up to our newsletter on our website to receive future updates.

4. Methodology
• 5,600 mobile users completed a survey
via the mobile internet
• Study covers China, India, Nigeria, Brazil
and the UK and US
• Not nationally representative, but
representative of young consumers 18-34
• Age, gender and regional quotas
The discrepancy between mobile and desktop internet penetration means
mobile is the only way to research a growth market

5. Index Questions
The index score is calculated using the mean results of six key questions,
asking consumers:
1. How do you expect your employment situation/prospects to change
over the next 12 months?
2. How do you expect the general economic situation in this country to
change over the next 12 months?
3. How are you feeling about your current employment
situation/prospects?
4. In view of the economy, is now the right time to buy big purchases?
5. How are you feeling about your current personal/household
financial situation?
6. Overall how are you feeling about the economy?

6. Index
• Overview
• Developed vs Growth Markets comparison
• Highlight on US vs China
• Demographics
• Importance of mobile

7. Developed vs Growth Markets

8. Overall young consumers in growth markets are at least twice as
confident, compared to those in developed markets. Young Chinese
consumers have the overall highest confidence level
YPCC Index
45
39 38 37
40
35 32
30
25
Index
20 16
15
10
10
5
0
China Brazil Nigeria India US UK
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US,UK
n = 5600
August 2012

9. A reason for China’s youth confidence? They’re experiencing stable
GDP growth, compared to the UK and US where growth is minimal
GDP growth (annual %)
14
2007 2008 2009 2010 2011
9
4
-1 China India Nigeria Brazil US UK
-6
Source: The World Bank

10. Increased GDP also contributes to wealth and a mass of humanity
the size of the population of Europe, will be stepping up to the
middle classes in China in just two decades
74%
12% China’s middle class
China’s middle class
2012 2030
Source: Hargreaves Lansdown

11. So what’s driving this confidence?

12. Young people in the UK and US are fairly positive about their
current financial situation, but they are not so positive when it
comes to their current employment prospects
Brazil Nigeria UK India China US
How are you feeling about your
current personal/household
financial situation?
How are you feeling about your
current employment
situation/prospects?
0 20 40 60
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

13. In July 2012, 1.02 million young people in the UK aged 16-24 were
unemployed, +37,000 on the same quarter in 2011. There is a
danger that the UK’s youth will become a ‘lost generation’
Source: UK Government Statistics
July 2012

14. Britons are 15x less confident than growth markets (4 vs. 57) about how
the general economic situation will change in their own country in next
year, and 3x less confident about their future employment prospects
UK US India China Nigeria Brazil
How do you expect the general economic
situation in this country to change over
the next 12 months?
How do you expect your employment
situation/prospects to change over the
next 12 months?
0 10 20 30 40 50 60 70 80
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

15. Young people in Brazil are very optimistic about their future – in
fact they’re 6x more confident about their future than young
people in the UK and US
Why?
Two potential reasons
These events are going to have a major long term impact on improved
infrastructure, tourism, creating jobs and bringing business to Brazil

16. Differences in confidence is reflected in purchasing intent - growth markets
index 32 points higher vs UK in believing now is the right time to make big
purchases, a positive for companies looking to move into these markets.
UK US Nigeria Brazil China India
Overall how are you feeling about the
economy?
In view of the general economic
situation, is now the right time for people
to buy big purchases e.g electrical goods?
-10 -5 0 5 10 15 20 25 30 35
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

17. Summary of the major driver of confidence
39 38 37 32 16 10
Optimism for the future both for the Most confident about their current
economy and job prospects financial situation
Propensity to purchase big items
In comparison these are areas developed
nations are least confident about
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

18. US vs China

19. Young Chinese consumers are 2.5x more confident than young
American consumers
YPCC Index
39 16
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

20. The Chinese are over five times more confident than young Americans
about the future economic situation of their country, and three times
more confident about their employment prospects
China US
70
60
50
40
30
20
10
0
Employment situation to change in Economic situation to change in next
next year year
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

21. The difference in economic confidence between young American
consumers and China is reflected in purchase intent - China index 24 points
higher than US in believing now is the time to be making big purchases
China US
30
25
20
15
10
5
0
Feeling about the economy Right time to buy big purchases
-5
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

22. Differences in gender and age

23. Generally young females tend to have a lower level of overall
confidence
Male Female
45
40
35
30
25
20
15
10
5
0
Nigeria Brazil China India US UK
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

24. Apart from in Brazil and India the over 25s tend to have a lower
level of overall confidence
Under 25 Over 25
45
40
35
30
25
20
15
10
5
0
China Nigeria Brazil India US UK
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

25. Importance of mobile

26. One similarity between all markets however is the importance of
their mobile, and this device is certain to have a big impact on
young consumers lives across the developing and developed nations
Mobile phone is very important/important to them
96% 92% 89% 80% 80% 73%
Source: On Device Research YCCI
Brazil, China, India, Nigeria, US, UK
n = 5600
August 2012

27. Summary
• Overall young consumers in growth markets are at least twice as confident, compared to
those in developed markets. Confidence is being driven in growth markets by a very
positive outlook for the economy and future job prospects.
• Young consumers in growth markets haven’t been jaded by a hard hitting recession that
those in developed markets have, and there is a serious risk of young people in developing
nations becoming the ‘lost generation’.
• Growth markets optimisms towards their economy, transfers into views on buying large
purchases and provides a fantastic opportunity for UK and US companies looking to export
into these markets.
• However when exporting to growth markets, companies must understand the different
business practices, regulations, infrastructure, cultural differences and population makeup -
in Nigeria 60% of the population is under 25, which impacts product demand.
• What is clear, is that the mobile device is very important in the lives of young consumers all
over the world, which will be reflected in not only how we research these consumers, but
also how marketers communicate and transact with them.
Contact us at info@ondeviceresearch.com to add in your own survey questions

28. Sarah Quinn
sarah@ondeviceresearch.com
+44 (0)207 278 6627
www.ondeviceresearch.com
@ondevice
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29. Sign up to our newsletter to receive the next wave of YPCC data & analysis

30. On Device Research Services

31. On Device Omnibus
• Contact hard to reach people in emerging markets quickly and cost effectively
• Survey up to 1,000 respondents per month in Brazil, India, China and Nigeria, UK and US
• Robust, sample of 16-34 year old consumers
• Online interface for data analysis
1-3 Countries 4-6 Countries
Per Complete Total Cost for Per Complete Total Cost for 5
Discount
(£) 1 Country (£) Countries
1-2 Questions £0.50 £500 20% £0.40 £2000
3-5 Questions £1.00 £1000 20% £0.80 £4000
6-10 Questions £1.50 £1500 20% £1.20 £6000
10-15 Questions £2.00 £2000 20% £1.60 £8000

32. On Device Research

33. On Device Research
uses the mobile
Internet to gain access
to consumer opinions
at any time, place or
country
So far we’ve surveyed over 1.4 million consumers across 53 countries

34. We make mobile research work…

35. Some of our clients