Philippine Business Magazine: Volume 8 No. 5 - Agenda
The Youth Defined
The youth of today are more sociable

A recent survey commissioned by McCann Erickson Philippines about the Filipino youth reveals very interesting results. Among other things, the study concludes that the youth in an environment that is extremely different from that of the previous generation. This environment has enabled them to be more sociable and interactive, even evidenced by the findings that majority consider the school as a venue to socialize, not mainly to listen to teachers. Disparities in income levels do not prevent those from the lower strata to find ways to access the information otherwise available to the rich ones. But in this highly-interactive world, the youth considers that money is still the biggest single factor that has a bearing on the level of satisfaction they would have on their lives.

McCann-Erickson partnered with GMA-7 for this study and commissioned the services of Trends-MBL in doing the market research. Actual survey took place in mid-November to early December 2000. Unlike the previous McCann Youth Study of 1992 which was conducted only in Metro Manila, this was a nationwide survey, covering urban areas in Luzon, Visayas, and Mindanao. A statistically projectible sample of 900 respondents aged 13 to 21 years old from class ABCD homes were interviewed for the study. All were chosen randomly using multi-stage probability sampling methods.

The questionnaire used was similar to that of the 1992 McCann Youth Study and attempted to cover broad topics such as values, morals, attitudes, and practices. Philippine Business, however, highlights the technology bias and spending patterns of this totally-important market that is the youth.

New Social Environment
The youth of today live in an environment that is very different from the one the previous generation experienced. In the past 10 years, infrastructure has developed so rapidly, giving the youth today access to activities the previous generation could only envy (or even fathom). About a decade ago, for instance, SM North Edsa was the only major mall. Now, malls are everywhere, in various key cities around the country.

Telephones are also more accessible now. While land line penetration rates are not yet at saturation levels (23% of homes nationwide; 64% in Metro Manila), ownership of telephones has jumped significantly since the liberalization of the telecommunications industry during the Ramos administration. Cellular phones were also virtually unheard of among the previous generation.

Computer games, the internet, and the proliferation of mass media are also making a profound impact on the lifestyle and psyche of today’s youth.

Interactive Generation
Today’s generation are even more social and connectivity-driven than those who came before them. With the kind of physical and social environment they now live in, they feel a much stronger need to be stimulated by the world around them.

This is evident in the kinds of activities that they do during their free time. While traditional activities like watching TV (88% of respondents), listening to the radio (73%), reading books (50%), and doing household chores (40%) are still the most prevalent, it is also noteworthy that using technology toys and gadgets such as cell phones (12%) and the internet to connect with other people and the outside world (37%) are already starting to encroach on the youth’s lifestyle.

Also, there are indications that even the youth’s slew of ‘traditional’ activities is becoming more skewed towards social interaction and connectivity. In Metro Manila, activities like eating out (58% in 2000 vs. 38% in 1992), playing billiards (29% vs. 12%), going to the mall (14% vs. 7%), talking on the phone (31% vs. 15%), and going to a friend’s house (36% vs. 21%) are more popular now than in 1992.
Post-school activites that involve interaction or socializing with others and the outside world are much more popular among this generation of youth.

Leveling the Field in Technology
Technology usage today is not anymore only for the affluent.
Access to the virtual / digital world is now within reach for many – even those from class CD homes. Only 13% and 1% of the class C and D markets, respectively, have computers that are hooked up to the internet at home (vs. 62% for Class AB). Still, this does not stop them from accessing the virtual world. Internet cafes have enabled them to make contact with cyber-space for only a few pesos every hour. This is especially true for youth in the Visayas where internet cafes can be seen in almost every major district.

This study also substantiated the incidence of texting going on among the youth. Even for the class CDs and those outside Metro Manila, levels are direc-tionally higher than traditional chatting via the landline.

Learning, Redefined
The increased emphasis that today’s youth place on connectivity and social interaction has impacted on their attitudes towards school.

The youth generally enjoy going to school. About three-fourths would say that they like school “very much.” However, what they really like most in school are not so much the teacher’s lectures (23%). Instead, they go to school mainly to take part in activities that involve interaction with their friends and classmates (33%) such as doing group projects, joining sports activities and so on.

In fact, students in Metro Manila are not studying as much as before. The proportion who said they study after school has dropped (42% in 2000 vs. 55% in 1992) and so has the amount of time that they spend doing so (119 minutes in 2000 vs. 132 minutes in 1992). Incidence of accomplishing schoolwork has also declined significantly. There are just more things — the mall, fast food chains, text messaging, internet cafes, cable TV — competing for the attention of the youth today.

Clearly, the youth may no longer respond well to traditional methods of learning. This implies that new teaching approaches are necessary.

Money Rules
Money remains to be an important item for the youth. When asked what the most pressing problem of the country is, financial-related issues are the ones that surfaced first and foremost.

Those from class AB homes are generally more satisfied with their way of life than those in the lower class. But the difference is not so great considering disparity in income — indicating that the lower classes have learned to cope somehow.

For the lower classes, overall satisfaction with their way of life is being pulled down by their lower perception of their standard of living, health, and living conditions. Even their family life is not deemed as vibrant as that of the upper class.

Despite gaps between the different income groups on overall satisfaction with way of life, there is an important point of convergence. The youth in general are equally satisfied with their school life. For the lower classes, their school life is a very significant source of emotional well-being. While they are not as happy with their standard of living, family life, health, and physical surroundings, school provides them a venue to interact with friends and classmates. School also represents their hope for a brighter future through education, making it a ‘psychological equalizer.’

Rich in Ambitions
The youth want to land good jobs. Many want to be professionals — engineers, lawyers, CPAs (23%) or teachers (17%). Some also want to be part of the healthcare industry — doctor, nurse, physical therapist (11%). A good number would also like to join the police force, become entrepreneurs or seamen.

It is noteworthy that technology-related professions are already being considered by a good number of the youth. About 6% say they plan to join the I.T. industry as computer engineers, programmers, or systems analysts.