“Crashes remain the leading cause of death among teens in the U.S., with device distractions being a major contributor. A recent American Automobile Association poll revealed that 94% of teen drivers acknowledge the vast dangers of texting and driving, while 35% of those polled admitted to still committing the act.”
Why aren’t advertisers giving radio the credit it deserves, especially when considering reaching out to younger generations? Here’s why radio is a good addition to any ad campaign.
Two-thirds of U.S. females consider themselves to be a special size; one-third identifies as plus-size
Teenage females in the U.S. are changing when it comes to the types of clothing sizes they are purchasing, according to the 2015 Women’s Special Sizes Study from global information company The NPD Group. While there has been a sizeable decline among U.S. teens purchasing in the junior size category – from 81 percent in 2012, to 73 percent in 2015 – the percentage of those purchasing plus-size clothing has grown almost two-fold – now 34 percent, compared to 19 percent in 2012.
Teenagers want more denim, more Netflix and YouTube; but less handbags and less broadcast media, according to a survey of 9,400 teens. Piper Jaffray Companies completed its 30th semi-annual Taking Stock With Teens research survey, which highlights spending trends and brand preferences amongst 9,400 U.S. teens across 46 states.
Michael Kors remains the No. 1 preferred handbag brand among teenagers, eclipsing CoachÛªs peak share in 2012. The Piper Jaffray Survey of 6,200 teens indicates optimistic economic views among the teens, with an average age of 16.3 years. Females are slightly less optimistic than their male counterparts.
Teen spending is beginning to improve following a period of decline. According to new research from Piper Jaffray, teen spending contracted just 1% from the Fall of 2013, compared to more substantial declines previously. Across both the upper and average income groups, teen male spending is up 4% from Fall 2013. This compares to continued
Teens are experiencing general spending fatigue across key categories, specifically fashion related items. Despite over two-thirds of teens signaling confidence the economy is stable to improving, intent to spend is moderating. Teens are shopping more in multi-branded, multi-category and online retail environments.
Teen discretionary budgets are recovering, as more teens are spending on fashion, beauty, technology and food. Teens cited improvements in both current fashion spending and intention to spend, across income levels and genders. Teen pending on food and restaurants is at or near the highest level since early-2000. In addition, teen spending on portable devices continues to accelerate with 86% of teens reporting that they are likely to purchase a smartphone for their next device.
More than half of all teens indicate that their moms help them make cosmetic choices, but this varies greatly by age. As expected, tweens are most likely to rely on their mothers to help with purchasing decisions (73%) while only 39% of girls aged 15-17 say they need (or want) mom’s help. According to new research from Mintel, a substantial 61% of girls aged 9-11 would like to wear more makeup than their parents allow.
Economists have been using the term bifurcated when they discuss the recovery lately. Yes, some consumers are spending more on some items. But other consumers are looking to save whenever possible. And this purchasing behavior extends to the teen market. Merchants should keep this trend in mind when they are developing ad campaigns.