The rise of the ‘C’ generation

They live online, they play their games in a digital environment and this is also where they do their shopping. The experts call them the ‘content generation’. When one considers that over 70 percent of the 19 million young people between the ages of 12 and 24 in Turkey have mobile telephones and internet connections then the basic trends in this generation become clear. Their spending power is conservatively estimated at around $40 billion,

The young people known as the ‘Content Generation’ have established virtually an alternative lifestyle online. They live there, buy there, play games there and have fun there. They are creating a special content world for themselves over the web. In the US, sites such as ‘myspace.com’, ‘xanga.com’ and facebook.com have virtually turned into online meeting venues for these young people. It is striking that the majority of those who have this kind of lifestyle are 12-24 years old.

The population in Turkey is 19 million
Twenty-six percent of the population in Turkey, that is to say over one quarter, are in the 12-24 age group. This means approximately 19 million young people. The 10 million young people in the 12-17 age group in Turkey spend an average of $15 per week. This means that this group, just with their pocket money, create a market of $7.8 billion a year. When one adds the money that their families spend on them then the figure rises at least fivefold. The spending and spending power of the 18-24 age group are much higher than this figure. They are estimated to be around $30 billion.

The results of a study conducted by ACNielsen of 1,000 young people aged 12-22 in the six major provinces which account for half of all commercial activity (Istanbul, Ankara, Izmir, Samsun, Adana and Erzurum), clearly reveal the trends of the content generation.

How will it affect the sectors?
This generation will force companies to develop interactive strategies. In the next five years we shall see many more companies use this method in order to reach this target. We shall see the customer concept in many sectors change in accordance with the demands of this generation. For example, retailers will develop café type venues in their stores which will enable people to meet friends and have fun.

Automobile companies will produce more websites which bring together fans of car models, and there will be an increase in picnics and other such events. They will invest in customer relations and interactivity. The video games and entertainment sectors will emphasize competitions and games which can be played by groups. The media will be reorganized to try to catch this market.

The telecommunications sector will develop pricing schemes which will make it economical to chat with friends and will try to win the hearts of this generation by offering melodies, pictures, competitions and similar mobile contents.

SEDEF SEÇKİN BÜYÜK
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