Issue 5, vol. 2 - April 2006

Lights. Cameras. Download!

Well, not exactly. But our latest data on young Canadians and their relationship with major motion pictures has highlighted just how important and pervasive the proverbial “downloading issue” is becoming in our culture.

Perhaps the biggest bombshell of a stat is that 14-29 year-olds report downloading an entire movie in an average month at just under the rate they report going to see a movie at a bonafide theatre within the same time period. On average, in any given average month, they report going to see a movie at a theatre 1.38 times per month while reporting that they download 1.13 entire movies off the internet. Startling stats to be sure and, judging by the upwards trajectory this movie downloading figure has been on over the past 18 months, stats that will certainly become closer to one another sooner vs. later.

The next most significant piece of insight from this recent data is how very male-driven the downloading of entire movies really is. Females aged 14-29 report only downloading an average of .52 entire movies off the internet in any given average month. Meanwhile, not surprisingly, males of the same age report downloading over 3 times this amount in an average month (1.87 full movies).

We also took a look at the rental and purchase of movies. Here we see the continuing love affair young Canadians have with viewing movies in the comfy confines of their own home. As expected, 9-13 year-olds drive this market quite significantly with the highest average number of both rented and bought DVDs in a given month (3.25 and 1.23 respectively). Something to definitely consider when creating communication strategies aimed squarely at this tween and young teen market.

Also of interest is the lack of any really important gender driving in terms of the DVD market, when viewed in aggregate. Of course, if you're looking at these stats by genre all gender-based bets are indeed off.

There are always a bunch of different ways to look at these types of stats. On a glass is half empty tip, we'd say that movie theatre attendance amongst young Canadians is being threatened by various, digital permutations of the genre. However, we'd rather prefer to wisely see this new data as an indication of important new arenas that a savvy marketer must now consider when advertising to younger cultural consumers. Cross promotion across a variety of different platforms, well thought out and executed, can indeed create a 1+1=3 equation.

Movies are not anathema to young Canadians not by a long shot. Where and how often they wish to experience them is simply changing.

On a final note, we would also recommend that one views this set of stats as yet another example of how previously established notions of what “mass” media is are indeed changing. As we've repeated often over the past couple years, the big story in media currently should not be the demise of traditional mass media vehicles but, instead, the ascent of previously “nice-to-have” or “niche” media vectors into true “need-to-have” starting points for communication and marketing strategies.

The Telus World Ski & Snowboard Festival included an art exhibition this past weekend called Brave Art. Aside from a selection of artists who produce some of the most important art commentary on pop culture this decade, the exhibition also played host to a selection of brave brands. These brands include Rossignol, New Era, Nike, Gravis and BIC. These are marketers who have embraced the avant-garde of youth culture in no small or timid way. With curated original artwork and respectful product integration, these brands blaze a trail for marketers wading into unfamiliar territory that is especially note-worthy. From sneakers made of pieces of a painted canvas, to a line of original collectible lighters, these marketers understand the resounding potency of art, as it relates to fashion, action sports and music with young people. Quickly becoming its own pillar of youth culture, art provides a promising vehicle for brands looking to engage young Canadians in all aspects of their lives. Brave marketers with a stomach for new territory will do well to look to art in future integrated marketing campaigns that pertain to young people in this country. There's more room out on the edge be brave.

Youthography is proud of the integral role we played, and continue to play, with the ultra-successful Stupid.ca campaign for the Ontario Ministry of Health Promotion; click here for an insider's look at this project. Click here