Harris Interactive, a reputable consumer market research company conducted various consumer market surveys. The findings of these surveys indicate a significant increase in the teenage consumer market since 2005.
Based on their findings, they argue that brands and category preferences take root in the early teenage years and the long-term future of many businesses is contingent on their success in understanding and reaching the young generation, now.
Apart from the tremendous buying power of Generation Y, kids today have more influence over parent-purchasing choices, a phenomenon dubbed kid-fluence. Moreover, these same kids will soon be adults making major purchasing decisions themselves. ( Source Understanding Youth: What Works and Doesn’t work when Researching and Marketing to Young Audiences. http://www.harrisinteractive.com)
In another report on the findings of an online focus group with teens, these were some of the criteria teenagers gave for what they considered constitutes good advertising:
The effective use of humour.
Advertisers should get straight to the point. Advertisements should not me too long or complex because complexity misses the point.
Teens know they are being sold and have little tolerance for poorly branded ads.
Regarding internet advertising and the use of banner ads, they expressed a certain level of annoyance with such advertising.
Teens’ choice in music works to define them among their peers. Music is a key ingredient for making a memorable advertisement.
Teens have been described as savvy consumers who gather information about a product. Most every significant purchase they make must be defended at some level. As a result, advertising or marketing material directed at teens must include “adult” justifications for purchase.
Teens use the internet as a tool to start, cement and evolve peer relationships. Email, chat and instant messaging are the three online methods most used. Word-of-mouth recommendations from friends figure strongly in teen’s purchase decisions. Advertising and music are frequently the basis or framework for social interaction among teens. In other words, the message is the medium.
Benefits are also important to teens, and “cool” can be a significant benefit. There must also be a strong practical streak, a product’s utility is often the top kid-to-parent selling point. (Teens Talk About Advertising. http://www.harrisinteractive.com)
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