Tag: teens

Younger Consumers Shifting Online Time Away from Blogs

Most analysts and marketers know that younger consumers have typically been bigger Internet users than older consumers. Web use by younger consumers is nearly ubiquitous (93%) while adults over age 65 now have a usage rate of 65%. The bigger news, according to a Pew Internet and American Life Project report, is that the type of Internet use varies drastically by age group.

Marketing Sporting Goods to Teens May Change

Teens form a ready market for sporting goods equipment and apparel. Members of this demographic may be playing sports on school teams or exercising for fitness. And this demographic also possesses its own spending money.

Youth Purchases Linked to Social Cause Support

Several studies that I’ve highlighted in the past couple of months suggest that consumers are increasing their support of companies that effectively show their commitment to social causes ranging from the environment to cancer research. In fact, consumer buzz about what’s fashionable and relevant these days may be more closely linked to the causes a corporation is supporting than to the type of brand-name jeans they’re selling. This new attitude also seems to extend to America’s youth.

Marketing to Teens Means Targeting Ethnic Heritage

As the digital universe increasingly consumes the time of teens and young adults, is there any reason for marketers to use traditional media when they introduce new products and brands? The results of the Cassandra Multicultural Report 2009 indicate that traditional media continues to influence teens and there’s a big difference when it comes to ethnic heritage. A couple of top-line statistics from the report may come as no big surprise. The Internet and TV ads both serve as a source of information about new products for over half of all consumers between the ages of 14-24.

The detailed findings in this report hold valuable information for marketers planning their next product release for teens and young adults, especially when it comes to media channels beyond the Internet and TV. For example, Asian-American consumers in this age group report the following percentages of influence:

Retail stores 37%
Social networking sites 27%
Direct mail 17%
Blogs 18%

The chief information source, after the Internet and TV ads, for young Black consumers is entertainment in the form of TV shows and movies. Over 1/3 (35%) of this group learns about new products through TV shows and movies. For young Hispanic consumers, retail stores serve as the information source (32%) on new brands.

Marketers may wonder whether using celebrities makes a difference when marketing to younger consumers. The only ethnic group that weighed in as high as 10% for this factor was Blacks.

This report indicates that while the Internet reigns supreme as an information source, marketers who might want to stand out or reach a specific demographic should also use alternate media forms that are important to specific ethnic groups of young consumers.

[Source: The Cassandra Multicultural Report 2009, Reprinted in Youth Markets Alert, epm.com, 10.1.09]

Even in the Digital Age, Teens Rely On Mom and Dad for Health Advice

According to a new study by Scarborough Research, Mom and Dad are the leading sources for health advice; 63% of teens said that when they have questions about health and nutrition, they go to their parents/guardians for information. One half (50%) turn to the Internet. With regard to their role as future consumers, teens value an informative product website when making decisions about purchasing health related products such as vitamins or nutritional supplements. Fifty-six percent of teens indicated “informative websites” were very or somewhat important to their purchase decision.

Marketing, Teens and the Mall

Does it pay to market to teens? If you advertise in a venue where teens spend a lot of time, they’ll notice your ads. The local mall has long been a mecca for this demographic and these days, teens are actively searching out information about stores, products and mall entertainment destinations. That’s one of the key findings from a study recently released by Scarborough Research.

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