"32% of teens think the economy is worsening, up from 25% who thought the same last fall, according to a Piper Jaffray survey of American teenagers," reports Retail Dive. But that doesn't mean these consumers don't still have money to spend and that advertisements aimed at teenagers will fall short.
While teenagers are spending 4% less year-over-year and 10% sequentially, that still leaves them with $2,400 in spending money each year. With less money to spend, these consumers will be pickier about what they choose to spend their limited funds on. Those tough decisions are where advertisements aimed at teenagers can come in handy.
What to Feature in Advertisements Aimed at Teenagers
Piper Jaffray survey revealed that most female teenagers say that they prefer to spend their money on clothing items. Many female teenagers also want to purchase cosmetic products. When it comes to shopping, 91% of these teens would rather do their shopping in a physical store rather than online, especially when it comes to beauty products. This is an important aspect to note when creating advertisements aimed at teenagers. In addition, when they are online, 89% of teenage girls say that they are influenced to try new brands of beauty products that they see promoted by influencers.
Other popular spending categories among teenage girls are eating out at restaurants and footwear. So, restaurants and shoe stores should jump on the bandwagon of making advertisements aimed at teenagers and take a look at the Generation Z audience profile on AudienceSCAN on AdMall from SalesFuel to see which types of restaurants these shoppers prefer to eat at.
"Piper Jaffray's report also illustrates Lululemon and Amazon's continued sway with Gen Z," reports Retail Dive. "Per the firm's research, Lululemon peaked this year as the 7th preferred activewear brand among Gen Z compared to number 11 last fall. And preppy brands like Ralph Lauren and Vineyard Vines continue to lose share to athletic brands, with Piper Jaffray noting that 36% of the preferred apparel brands fall within the sportswear category (up from 34% last year)."
Members of Generation Z are also heavily influenced by digital advertisements and deals. Last year, this demographic was motivated to action by either mobile smartphone ads or text ads (55.6%), email ads (46.8%) and ads on daily deals sites such as Groupon (43.1%), according to AudienceSCAN. They're also 26% more likely than others to click on text link ads on websites and 18% more likely to find ads on social media useful. Within the last month, 34.5% of these shoppers have used the internet to find coupons or discount codes, and 48.5% say that their favorite emails to get from businesses contain coupons or discount codes.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on casual clothing stores and quick-serve, fast-casual and full-service restaurants, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.