Ngens represent the future of the UK. They’re young – aged 18 to 34 – and urban – from eight major UK cities: They live for the moment, and spend much of their time Out of Home. They are highly connected, sociable and influential.
Connected: Ngens are tech-savvy and used to documenting their lives through social media. They own at least two internet-enabled devices and tend to check social networks daily.
Sociable: Ngens socialise both online – with nearly half using social networks for at least one hour a day – and offline, with two in three Ngens meeting up with friends more than once a week.
Influential: Ngens tend to buy new products before most of their friends, while three Ngens in five say they are the person people turn to for advice about consumer technologies, food and drink, holidays and travel, music, gigs, clothes and fashion.
All that socialising means Ngens spend 5% more time Out of Home than their peers – that’s 2.5 hours more every fortnight.
Creating the community
Working with our research partners Crowd DNA and Trajectory Partnership, we established a community of 400 Ngens from eight cities.
Community members needed to:
Be aged between 18 and 34
Own at least two of these: a smartphone, tablet, laptop, games console or PC
Be an active social networker
Be sociable, going out for entertainment, leisure, non-food shopping at least twice a week
They also had to agree with at least two of these statements:
“I cannot do without mobile communication”
“People ask me for advice before buying new things”
“I spend a lot of my spare time with friends”