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UBISOFT REVEALS THE ‘JUST DANCE^TM’ GENERATION

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 Dance^TM 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 Dance^TM 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 4^th, 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).