Thursday, March 16, 2006
The New Global Teen Customer: Well Connected and Tough To Reach
byEnergy BBDO just released a new GenWorld global teen study (PDF here). It reveals some fascinating insights into the present generation of teens. Here are a few highlights:
- These kids are connected to each other and the world. As the report says, “They are hyper-informed. In the developed and developing world, this age group is regularly involved in at least a couple of the following activities: talking on a cell phone, text messaging, going online, using search engines, email and IM.
- They engage in regular family communication, but they are also part of larger social networks that are enabled by the activities above. Adults are often unaware of just how broad and deep these networks might be.
- Here is a challenge: 69 percent feel there is too much advertising and marketing and only 13 percent are interested in wearing a brand logo. To reach them individually, you must often first affect their peer group. You can’t buy the affinity of this group by overwhelming them with media exposure; it must be built with trust and by creating a connection.
Chip Walker, the main author of the Energy BBDO report, presents a good summary on the Chief Marketer e-newsletter.
The report also highlights some fundamental differences between teens in the U.S. and the rest of the world. It’s a mandatory read if you’re a marketer (or a parent).
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