Analyse Asia Podcast: Connecting With Youth In Asia With Patrick Rona

2 min read

Patrick Rona, the Chief Digital Officer in Asia Pacific from the McCann World Group, joined us in an interesting conversation about connecting with youth in Asia. Drawing Patrick-Ronafrom the McCann World Group’s recent study “Your Toughest Audience? Connecting with Youth”, we discussed how the youth market is defined, their habits and characteristics, and the behavior and aspirations of youth in Asia as well as around the world. In this episode, we also reviewed social platforms that are dominating Asia’s youth market, such as QQ and Snapchat, and discussed the best practices for brands to engage with this customer group.

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Analyse Asia with Bernard Leong is a weekly podcast dedicated to the pulse of technology, business & media in Asia. They interview thought leaders and leading industry players and gain their insights to how we perceive and understand the market. Analyse Asia is a content partner of TechNode.

Notes:

  • Patrick Rona, Chief Digital Officer – Asia Pacific, McCann World Group
    • How did you start your career in marketing? How did it lead to your current role? [1:22]
    • Rona’s role in the McCann World Group [3:10]
    • What are some interesting career lessons that you have learned? [3:55]
  • “Your Toughest Audience? Connecting with Youth” [6:37]
    • How is the research report put together? [7:06]
      • Based on global research sample: 33,000+ interviews, 32 markets, 120+ focus groups. The research is specifically for markets in APAC and includes Japan, Korea, China, India, Hong Kong, Philippines, Australia, and Thailand. The study covers people ages 16-30 but today we’re going to focus on 16-20, or “Generation Z.”
    • When we talk about youth, who are we talking about? [8:41]
    • What are some characteristics of youth today? [10:04]
      • 25% of youth has sent out a “sext” message
    • What are some of interesting observations on the youth market as a whole? [13:55]
      • Characterization of today’s youth as “super-species” in the evolutionary biology context [14:18]
    • How does today’s youth use mobile smartphones? [16:09]
      • Making voice calls
      • Sending Texts
      • Sense of smell vs having a smartphone
    • How do older and younger millennial define their real persona vs their social persona? [18:25]
    • Are youth habits similar across US, Europe and Asia, barring certain cultural nuances? [20:15]
    • What are the rules for youth on social media, specifically youth in Asia where messaging apps include QQ, WeChat, and LINE?  [21:22]
      • Unwritten rules on how to behave in social media [21:45]
        • Don’t look like you are trying too hard
        • Look like you are having fun
        • Don’t over-edit your pictures
      • The Instagram / Finstagram (Fake Instagram) phenomenon – kids today setting up 2 accounts [24:20]
    • What are some best practices for brands to engage with youths? [28:50]