Posh And Becks Top Chart In 'Cool For Kids' Poll
Motorola's i-generation youth survey reveals what's hot and what's not in teenage Britain
Motorola's i-generation youth survey reveals what's hot and what's not in teenage Britain
Posh Spice Victoria Adams and Manchester United footballer David Beckham were voted the coolest parents by 43 per cent of Britain's 10 to 16 year olds, according to Motorola's i-generation survey launched today. Jennifer Aniston and Brad Pitt came a distant second with 15 per cent of votes, while Zo? Ball and Fat Boy Slim ran a close third with 12 per cent. Uncool parents were Liam Gallagher and Patsy Kensit, and Ricky and Bianca Butcher, both claiming a mere three per cent.
The survey, commissioned by Motorola and conducted by MORI, explores the general attitudes, thoughts and aspirations of British teenagers on what's hot and what's not. It covers issues ranging from hobbies and brand preferences to hopes and fears for the future.
Over half of Britain's teenagers expected to marry and become homeowners, and, despite the threat of debt, 42 per cent aspired to go to university. Interestingly, 32 per cent of boys expected to run their own business, compared to only 21 per cent of girls. By contrast, more girls planned to go to university (47 %) than boys (38%).
On the question of branding, the response was predictably less traditional. The survey revealed that teenagers associate trendiness predominantly with designer labels. Calvin Klein and Nike emerged as the top-rated brands, taking 55 and 45 per cent of the vote respectively. Armani (19%) and Gap (17%) were also among the most desired labels.
The survey also looked into young people's lifestyles, revealing interesting observations about their use of technology. Teenagers today live very mobile lives. While travelling, they regularly eat, listen to the radio, and do their homework. This approach to life was reflected by 32 per cent who stated that if they could have one piece of technological equipment they would choose a mobile phone.
Mark Durrant, communications and public affairs manager for Motorola Ltd, commented, "Today's young people are more aware and have access to more information, more products and more choice than any previous generation. They live in a time when information and knowledge is all-powerful. As one of the leading technology companies in the UK, Motorola believes it is vital to know how young people view the world they live in. We believe that the i-generation report goes some way in helping us to achieve this."
Regional comparisons revealed some interesting differences. Traditional life is low on the agenda for Northern kids, with only 42 per cent expecting to be homeowners and only 41 per cent expecting to marry. The South, by contrast, is the most romantic region, with 64 per cent of young people expecting to tie the knot. Moreover, a huge 60 per cent of Southerners expect to become homeowners, despite high housing prices. The Scots emerged as by far the most ambitious, with 41 per cent of young people anticipating fame in later life. Scottish kids are also the most positive about their future, with 68 per cent expecting to own their home and 61 per cent planning to go on to further education, as compared to the national average of 52 per cent in both cases.
When asked about their day-to-day concerns, the Scots expressed the most concern about job prospects - 17 per cent, compared with a national average of 11 per cent. Southerners were least worried about finding a job, only 10 per cent, but worried the most about schoolwork (16%). Young people in the Midlands were the most worried about the death of someone close to them.
About Motorola's i-generation Research:
Today's kids live in a time when information and knowledge is power - hence the title i-generation. The research took place during June and July 1999. 1,161 children aged between 10 and 16 were interviewed face-to-face across Great Britain. The respondents were selected on the basis of being representative of British youth as a whole, with no bias made towards users of technology or any other group. For ease of reference the country was divided into four regions: Scotland, the North (from south of Manchester to the Borders), the Midlands (including Wales and East Anglia) and the South (including London, the South East and South West).
The research was designed with and analysed by MORI, the UK's largest independent market research firm. Children were interviewed by specialist agency Carrick James Research.
For more information about the research please visit: www.i-generation.co.uk
About Motorola: Motorola is a global leader in providing integrated communications solutions and embedded electronic solutions. These include:
- Software-enhanced wireless telephone, two-way radio, messaging and satellite communications products and systems, as well as networking and Internet-access products, for consumers, network operators, and commercial, government and industrial customers.
- Embedded semiconductor solutions for customers in the consumer, networking and computing, transportation, and wireless communications markets.
- Embedded electronic systems for automotive, communications, imaging, manufacturing systems, computer and consumer markets.
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