opel presentation

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How young urbanites have fun Pan-European survey August 2006

Methodology: 

Telephone survey of 1,601 young people in their twenties in 8 European countries, who live in the top five urban areas in each country: Great Britain (n=200) - London, Birmingham, Glasgow, Liverpool, Manchester France (n=200) - Paris, Marseilles, Lyon, Lille, Bordeaux Germany (n=200) - Munich, Berlin, Hamburg, Frankfurt, Cologne Italy (n=200) - Rome, Milan, Turin, Palermo, Naples Spain (n=200) - Madrid, Barcelona, Valencia, Sevilla, Zaragoza Netherlands (n=201) - Amsterdam, Rotterdam, the Hague, Utrecht, Eindhoven Belgium (n=200) - Brussels, Antwerp, Ghent, Charleroi, Liege Hungary (n=200) – Budapest, Debrecen, Miskolc, Szeged, Pecs Fieldwork was conducted between August 7th – August 21st 2006 Methodology

Overview – young European urbanites: 

Overview – young European urbanites The survey reveals a surprisingly consistent international community of young people in the large cities in Europe – common values, leisure preferences, aspirations and access to modern European life and fun. What do young Europeans need, to have fun? - Friends come out top of young Europeans’ priorities - Time and money to have fun to go clubbing, to listen to pop music, to chat to friends and to shop - To holiday on a beach partying and romancing - To do sports occasionally trying out an alternative 'extreme' activity - To do something new now and then a new place, a new culture - A car of their own to be with friends, for thrills, for romance, a vital tool for having fun.

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How twenty-somethings have fun

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Q7. How much fun do you think the following would be to do? Base: All twenty-somethings(N=1601) Clubbing and music top the bill Three in four (74%) Eurbanites say a night in clubs with friends would be a lot of fun. Seven in ten (68%) say a concert or music festival would be a lot of fun. Euro youth turn their noses up at drugs Only a tiny minority (4%) say taking recreational drugs would be a lot of fun. Girls still like shopping and chatting Young women are much more likely than young men to say shopping for clothes would be a lot of fun (68% v 31%), or chatting with friends on the internet or phone would be a lot of fun (40% v 29%). Driving really is fun once you’ve tried it Eurbanites who have a car (87%) are more likely than those without (62%) to say it would be fun to drive their own car.

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Q15. Which of the following would help you have more fun? Base: All twenty-somethings (N=1601) Note, based on those who do not have a partner You need time and money to have fun say European young urbanites Four in five Eurbanites (82%) say more money would help them have more fun. Seven in ten (71%) say more time on their hands would help them have more fun.

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Q9. Which of the following would be the most fun type of holiday? Base: All twenty-somethings (N=1601) One in five want to experience new cultures to have fun on holiday A backpacking holiday to discover new places andamp; cultures would be the most fun type of holiday for around one in five (19%). However, Relaxing on an exotic beach by a clear blue sea would be the most fun type of holiday for four in ten (38%).

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Q12. In which of the following cities would you find it most fun to live? Base: All twenty-somethings (N=1601) European cities lose out to New York and Sydney as fun places to live One in three (35%) Eurbanites say it would be most fun to live in New York. One in five (22%) say they it would be most fun to live in Sydney. London (8%) and Barcelona (8%) top the list of European cities but only small minorities say it would be fun to live in these.

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Q8. Which of these sporting activities would you find it fun to take part in? Base: Twenty-somethings who find sport fun (N=1331) Team sports are top but Euro youth have a strong interest in alternative sports Four in five (79%) Eurbanites who find sports fun, say team sports are fun to take part in. However six in ten (58%) say snowboarding or surfing would be fun to take part in, and around one in three say roller-blading (36%) or archery (33%) would be fun.

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Q11. What kind of music would you say is fun? Base: All twenty-somethings (N=1601) Having children is pop-tastic! Eurbanites with children are more likely than those without children to say pop music (85% v 75%) or hip hop (67% v 60%) is fun. While those without children are more likely than those with children to say Latin music (33% v 22%), classical music (20% v 13%), jazz (35% v 22%), or rock music (68% v 60%) is fun.

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Q10. Which of these do you have fun doing on your computer? Base: All twenty-somethings (N=1601) Shopping is better than sex (on the computer) Around half of Eurbanites find shopping (58%), downloading music (52%) or using messenger chat (50%) on the computer fun. While around one in ten find it fun viewing erotic material (10%) or gambling online (9%). The Dutch are not keen on Internet erotica The Dutch (6%) are the least likely to find viewing erotic material fun. While Spaniards (14%) are the most likely to find it fun. Men (17%) are six times more likely than women (3%) to say they find Internet erotic fun

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Q16. Some people may say the following activities are fun things to do. Would you try to discourage a good friend from doing any of the following activities? Base: All twenty-somethings (N=1601) Eurbanites would discourage their best friend from a range of vices A vast majority would discourage their best friend from driving over the legal alcohol limit (87%), having unsafe sex (78%), taking recreational drugs (74%) or sleeping with their best friend’s ex (74%).

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Q18. I’d like you to compare your life with your parents when they were your age. Who… Base: All twenty-somethings (N=1601) You Parents Young European urbanites say they have more fun and less responsibility than their parents had at their age

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Fun andamp; Cars

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Q3. Do you own a car or have use of a car that belongs to someone else? Base: All twenty-somethings (N=1601) Eight in ten (79%) Eurbanites have use of a car

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Q4. How important do you think having a car is to have fun? Base: All twenty-somethings (N=1601) 74% The car a vital fun accessory for young Eurbanites Three in four (74%) European young urbanites say it is important to have a car to have fun. One in three (33%) say a car is very important.

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Q13. How much fun have you had doing the following in a car? Base: Twenty-somethings who have use of a car (N=1272) Cars are for romance, friends, and speed Three in four (77%) Eurbanites with use of a car say they have had fun having a romantic encounter in the car. Nine in ten say they have had fun chatting with their best friend (93%) in the car. Over half (56%) say they have had fun driving very fast.

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Q14. What’s the first thing you’d do if you’d just bought a new car? Base: All twenty-somethings (N=1601) Eurbanites want to personalise their cars – and drive fast in them! Around four in ten (44%) say the first thing they would do if they bought a new car is fill it with personal things to make it theirs. One in three (28%) say the first thing they would do is see how fast it can go.

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How young urbanites have fun Pan-European survey August 2006