Tag Archives: Teens

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.

Study: Streaming Up, Filesharing Down in UK

earbudsTeens are streaming more music and filesharing less, according to a newly released study by The Leading Question/Music Ally of UK music fans. New research shows that illegal filesharing is being replaced by legal streaming activity as more and more teens are streaming and sharing playlists online.

What’s more, this trend to increased streaming is leading to increased songs being purchased. There are now more UK music fans regularly buying single track downloads(19%) than file-sharing single tracks (17%) each month according to the new study.

The results of this report suggest that – at least in the UK – licensed streaming services that provide easy access to new music are replacing filesharing activity among teens. The best way to beat piracy is to create great new licensed services that are easier and more fun to use – like streaming services such as Spotify (not currently available to US listeners, but coming later this year) or services that offer unlimited mP3 downloads and streams, such as a new service recently announced by Virgin.

This is news that should be of interest to online stations and music labels here in the US as well. As mobile platforms for Internet radio expand, more and more teens are listening to Internet radio. Sites that enable music sampling and sharing are particularly appealing as they mimic the kind of behavior that drove listeners to share music illegally. What’s more, the study also shows that once they share and sample music on a stream, they’re likely to purchase it. That’s a win win for streaming services and record companies.

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