Ubisoft IPSOS study reveals generation of young people brought together by digital technology and Just Dance games
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. The study focuses on teenagers from five European countries who were asked to answer questions about their lifestyle, how they use digital entertainment, and dance games in general. They also asked they use games like Just Dance, to connect, share, and socialize with others.
The results of the survey have revealed a new generation of teenagers, affectionately dubbed the “Just Dance” 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. Now that’s not news to yours truly, but this study proves it I suppose.
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. What’s more, the study highlights that video games are a part of daily life for this generation with over 95% of them actively playing 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 also more than just a solo pastime, instead they offer 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 Dance” 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.
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).
Just Dance 2014 will be released worldwide for all current and next-generation platforms, including the Wii U, Xbox One, and PlayStation 4. Current generation versions will also be released this October. For more information on Just Dance 2014, head over to the games website.
*Writers Opinion*
Just going to throw this out there; people usually find it repulsive to dub their generation after a product. It’s a bit different if it’s a huge product, say like an iPhone. We could easily be the iPhone generation, but “Just Dance”? Personally I think interactive gaming is on its way out the door, but this research suggests otherwise. Now their sample size isn’t that impressive, and they don’t indicate in the press release what group these teenagers belong to. For instance, what if the survey sampled 1000 dance students, well then of course we’re going to be dubbed the “Just Dance” generation. Just thinking outside the box here.
