Habbo's 'Breakfast Club'

Habbo
released some research highlights the other day (thanks Paloma!) based
on surveying over 58K teens between the ages 11 and 18 from 31
countries and identified five clearly defined behavioral segments
amongst respondents. It shows just how much high school hasn't changed.

- Achievers: Ambitious, strong-minded and materialistic. They
value material success and while they have many friends, they do not
consider other people's feelings as much as other groups. [aka "a
beauty" and "a jock"]

- Rebels: Value gathering a lot of experiences in life and
enjoy a fast-paced lifestyle. Like Achievers, they want to become "rich
and famous," but are not willing to compromise on having fun in order
to achieve this goal. [aka "a criminal"]

- Traditionals: Value having an ordinary life and see
themselves as honest, polite and obedient. They are keen to help others
but are less ambitious and pleasure-seeking compared to other segments.
[aka "a brain"]

- Creatives: Share many of the same positive traits as
Traditionals, but with a focus on creativity. They place value in
getting a good education and being influential in life, but they are
also active, social and have an interest in traveling.

- Loners: More introverted and less likely than other
segments to identify with any specific personality traits. They rarely
see themselves as active or self-assured, but are more open-minded in
their attitudes compared to Traditionals or Achievers. [aka "a
basketcase"]

Ok, I know they aren't exactly like our old friends from "The
Breakfast Club," but you get the gist. Other not so surprising findings
include:

- Nearly 76 percent of teens globally use the Internet to instant
message friends, and, overall instant messaging was the most popular
communication tool in most countries

- Despite 72 percent of teen respondents' saying they have active
email accounts, results showed it is no longer a primary means of
communication with peers

- The most popular global Web sites amongst teens are YouTube and MySpace

- In the U.S., the most popular web sites amongst respondents were
MySpace and YouTube, followed by AddictingGames, RuneScape and Facebook

- Of those surveyed, 50 percent responded that they forward humorous
links and videos to their friends, while 30 percent regularly upload
content

- 74 percent saying that familiar brands guide their purchasing
decisions. Reinforcing the brand familiarity findings, global
well-known brands, such as McDonald's, Coca-Cola and Nokia ranked high
for both boys and girls

- Gender differences are more visible for example in clothing
brands. According to the results, boys favor Nike, Adidas and Billabong
as their top clothing brands, where as girls preferred Hennes and
Mauritz, Nike and Roxy

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