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作为消费风向标的青少年数据 – 译学馆
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作为消费风向标的青少年数据

Scott Galloway: Teens as a Forward-Looking Indicator

评价品牌最具前瞻性的指标?
The best forward-looking indicator for brands?
那就是青少年喜欢什么
What teens are into.
青少年在食品上花的钱比其它任何东西都多
Teens spend more money on food than anything else,
包括衣服
including apparel.
他们最喜欢的餐厅是?福乐鸡
Their favorite restaurant? Chick-fil-A.
福乐鸡?确定吗?
Chick-fil-A? Really?
塔可小屋或者肉桂邦 这才是真正的快餐连锁品牌
Taco Cabana or Cinnabon – that’s a real fast food chain.
运动休闲仍然很受欢迎
Athleisure is still in.
41%的青少年选择了运动品牌
41% of teens cite an athletic brand
作为他们最喜欢的服装品牌
as their favorite clothing label,
和去年的26%相比上升显著
up from 26% last year.
那么他们最喜欢的社交平台呢?
And their favorite social platform?
快拍
Snapchat.
在我们的评论里 不是开玩笑的
I’ve been told in our comments, no joke,
有人说我长得像瑞安·雷诺兹
that I look like Ryan Reynolds
当你不断划动屏幕
when you sort of flick in and out
转换快拍滤镜时
of a filter on Snapchat
或者当你神志不清时
and if you’re on meth.
失败者:苹果
A loser: Apple.
全球最有价值的公司
The most valuable company in the world
说服9千万美国人买了iPhone
convinced 90 million Americans to buy iPhones
但这公司却始终无法让用户使用这些iPhone为产品买单
but it’s struggling to get them to use those iPhones to pay for products.
使用拥有Apple Pay功能手机的美国人中 只有三分之一尝试过这个功能
Just a third of Americans with Apple Pay-enabled devices have tried the service
会再次使用这个功能的就更少了
and few ever use it again.
在一个月中使用Apple Pay
The number of people who used Apple Pay
超过一次的人数
more than once in a month
在2015年3月达到顶峰
peaked in March of 2015.
苹果指责这是因为零售商们适应性太差
Apple blames the poor adoption on retailers.
让我说清楚
Let me get this.
你的公关总经理和百事还有联合航空的总经理上的是同样的研究生学校
Your PR executives went to the same graduate school as the executives at Pepsi and United.
零售商们 这是你们的问题
It’s your fault, retailers.
不管怎样 在我们专门的零售研究中 100个零售品牌中只有5个
Anyways, only five of the 100 brands in our Specialty Retail study
接受Apple Pay
accept Apple Pay.
但真正的原因是这个服务还没有起步?
But the real reason the service hasn’t taken off?
消费者们其实更倾向于信用卡
Consumers prefer credit cards.
赢家?
A winner?
道路安全
Road safety,
作为一款可以防止酒驾致死的叫车软件
as ride-hailing apps prevent deaths from drunk driving.
优步2011年在纽约发布之后
After Uber launched in New York in 2011,
酒驾相关的交通事故降到35% 下降了25%
alcohol-related traffic accidents fell by 25 to 35%.
平均每天在美国都有28个人因酒驾相关的撞车死亡
Every day 28 people in the US die in alcohol-related crashes,
这占到了交通事故死亡总数的三分之一
which account for a third of traffic-related deaths.
优步的到来对南非甚至更意义重大
Uber’s arrival could be even more meaningful in South Africa
那里有三分之二道路死亡由酒驾引起
where almost two-thirds of road deaths are alcohol-related,
这是全世界最高的比例
the highest proportion in the world.
这家公司在约翰尼斯堡和开普敦的第一年发展得
The company grew faster during its first year in Johannesburg and Cape Town
比在伦敦和旧金山发展更快
than London or San Francisco.
这周的结尾是
We leave you this week
这幅绝美的纽约交通情况可视化图景
with this stunning visualization of New York City commuter trips
由威尔·吉尔里创作
created by Will Geary
配上我最喜欢的DJ
set to my favorite DJ.

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视频概述

青少年对食品,服装,社交平台,叫车软件等的偏好

听录译者

收集自网络

翻译译者

可可天使

审核员

vicky

视频来源

https://www.youtube.com/watch?v=0CCmzsWC-e8

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