Ubisoft IPSOS study reveals generation of young people brought together by digital technology
Today, Ubisoft announced the results of a study, conducted by the research institute IPSOS, into the way in which modern teenagers use digital technology, and the role it plays in the way they socialize. Teenagers from five European countries answered questions about their lifestyle, and how they use digital entertainment and dance games, like the Just Dance series, for connecting, sharing and socializing with others.
The results of the survey have revealed a new generation of teenagers, affectionately dubbed ‘The Just DanceTM Generation’, for whom technology is a vital part of daily life. Rather than isolating them from reality, the use of gadgets and social networks is central to how young people interact and communicate. The study also illustrates that teenagers are using dance games and technology to enhance their social lives, reflect their passion for music and parties, and bring them closer to friends and family.
The study highlights that video games form a part of daily life for this generation: 95% of them actively play video games, many on mobile devices (89%), but with a large majority also owning a game console (83%). Dance video games, like Just Dance, are much more than a solo pastime, offering a modern and inclusive way of getting together with friends or family of all ages to enjoy dancing and music: 94% of survey participants play dance games with friends, 89% with their family. 75% of those surveyed highlighted that the Just Dance series allows them to have a great evening together with friends and family, whilst 75% identified the game as a great way to get a party started.
‘The Just DanceTM Generation’ is hyper connected, with music playing an essential role. The study showed that these teenagers prefer pop music (54%), followed by rap/hip-hop (37%) and techno/dance music (36%). This is reflected in the hit-packed tracklists of the Just Dance games: Just Dance 2014, out on October 4th, features Nicki Minaj, Robin Thicke, David Guetta, Rihanna and Katy Perry amongst many others.- some of the priorities and values that are most important to the young people today.
The study, commissioned by Ubisoft, was conducted online by Ipsos in April 2013 and conducted among 1,000 teenagers (aged 12 to 18) in five different European countries (200 online interviews per country: France, Germany, Italy, Spain and the UK).
About Just Dance:
Just Dance is the world’s No. 1 selling dance game franchise.* With more than 40 million units sold to date worldwide, the game has become a cultural phenomenon winning multiple Nickelodeon Kids’ Choice Awards for “Favorite Video Game” and the Teen Choice Award for “Choice Video Game.” Just Dance is also currently part of the Active Play PALA+ Challenge, a collaboration between the Entertainment Software Association (ESA) and the President’s Council on Fitness, Sports & Nutrition (PCFSN).
Just Dance 2014 will be released worldwide for all current and next-generation platforms, including the Wii U™ system from Nintendo, Xbox One®, the all-in-one games and entertainment system from Microsoft, and Sony PlayStation® 4 computer entertainment system. The game will be available on all current platforms on October 1 in EMEA, October 4 in the United Kingdom, October 8 in the US, and will be released on upcoming next-gen platforms at each console’s launch.
Ubisoft is a leading producer, publisher, and distributor of interactive entertainment products worldwide and has grown considerably through a strong and diversified lineup of products and partnerships. Ubisoft has offices in 29 countries and has sales in more than 55 countries around the globe. It is committed to delivering high-quality, cutting-edge video game titles to consumers. For the 2012-13 fiscal year Ubisoft generated sales of €1,256 million. To learn more, please visit www.ubisoftgroup.com.
Ipsos is a worldwide Research Company, based in 85 countries, and conducting surveys in more than 120 countries. Ipsos focuses on a single activity, namely the production, interpretation and distribution of information gathered from individuals about their opinions, desires, attitudes and behaviours. Thus, Ipsos experts analyse the subtle differences between individuals to produce accurate snapshots of their expectations, motivations and intentions as citizen-consumers, and enable their clients to understand their markets, their customers and a changing world. http://www.ipsos.com
© 2013 Ubisoft Entertainment. All Rights Reserved. Just Dance, Ubisoft and the Ubisoft logo are trademarks of Ubisoft Entertainment in the U.S. and/or other countries. Xbox One is a trademark of the Microsoft group of companies and is used under license from Microsoft. KINECT, Xbox, Xbox 360, Xbox LIVE, and the Xbox logos are trademarks of the Microsoft group of companies and are used under license from Microsoft. “PlayStation” is a registered trademark of Sony Computer Entertainment Inc. Nintendo trademarks and copyrights are properties of Nintendo. Wii U is a trademark of Nintendo. © 2012 Nintendo.