Study: Teens Are Very Brand Conscious Consumers

PriceWaterhouseCoopers has released a new consumer study suggesting best ways to market to teens. Teens are hugely influenced by their friends however, advertising is considered a credible source of information on a brand. And speaking of brands, teens take them very seriously, and develop a strong affinity for the ones they believe deserve their interest.

Social networks play a critical role in the way teens communicate about brands. Users pass on music playlists, video urls, and opinions about movies, games, sites and services to their friends on facebook and other sites. They also regularly use search engines and pay attention to ads, especially entertaining ones.

Teens listen mostly to their peers, particularly those they consider to be adventurous, cool, confident, good looking, funny, or in-the-know. Often intellectual, creative and male, these influencers can really help make or break a brand. Savvy marketers should understand this group and work hard to capture their (positive) attention.

Best ways to do that include advertising – particularly across several or many online platforms; brand collaboration – working with other brands that engage this age group to enhance an offering (such as Xbox working with Netflix); and free trials. Trials are often this age group’s introduction to a brand. Advertising in exchange for content is acceptable to this group as well. And in case you don’t know one, teens prefer typing and texting to talking.

According to MediaPost, teens wield influence over $176 billion in spending power and have significant influence over friends and family, making them an important segment of any brands online marketing strategy.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: