Insight You Need to Successfully Market to Tweens and Teens


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Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. The lives and minds of this dynamic group are ever-changing, so it's essential to gain a better understanding of our youth today before launching your next youth-oriented product or marketing campaign. Much of Brenda Hurley's time is focused on C&R's youth business, providing research and consulting services to clients through its KidzEyes and TeensEyes Divisions. She was also very involved in this year's launch of YouthBeat, C&R's syndicated report covering the attitudes and behaviors of today’s youth.

Published in: Business, Spiritual
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Insight You Need to Successfully Market to Tweens and Teens

  1. 1. <ul><li>Insight to Successfully Market to Tweens and Teens </li></ul><ul><li>Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. </li></ul><ul><li>During this webcast you will learn: </li></ul><ul><ul><li>What tweens and teens do with their free time </li></ul></ul><ul><ul><li>What is important in their lives today </li></ul></ul><ul><ul><li>Their relationship with technology </li></ul></ul><ul><ul><li>Their engagement with social issues </li></ul></ul><ul><ul><li>Where they get their money </li></ul></ul><ul><ul><li>How today's economy is impacting them </li></ul></ul><ul><ul><li>How they find out about new products </li></ul></ul><ul><ul><li>Ways to reach this illusive audience </li></ul></ul>
  2. 2. Aquent – The Talent Agency for Marketing & Design <ul><li>Aquent’s marketing practice partners with companies to help them run their marketing more effectively and efficiently. </li></ul><ul><li>Aquent can help with: </li></ul><ul><ul><ul><li>Flexible brand, product and marketing communications teams </li></ul></ul></ul><ul><ul><ul><li>Support and execution for marketing programs </li></ul></ul></ul><ul><ul><ul><li>Specialized skill sets/knowledge for projects </li></ul></ul></ul><ul><ul><ul><li>Brand and business planning </li></ul></ul></ul><ul><ul><ul><li>RFP proposal development </li></ul></ul></ul><ul><ul><ul><li>Data analytics </li></ul></ul></ul><ul><li>Contact us </li></ul><ul><li> </li></ul>
  3. 3. Presentation Title Here Session Name and Company Concerned, Connected & Plugged In <ul><li>June 23, 2009 </li></ul>
  4. 4. The Psychology of Kids… <ul><li>Four underlying factors that motivate kids’ attention & interest </li></ul><ul><li>Desirable products or services have meaningful “pay-offs” (i.e., meet kids’ needs) </li></ul><ul><ul><li>By age & gender </li></ul></ul><ul><ul><li>The more dimensions, the better! </li></ul></ul>Pleasure/Fun Power/ Control Social Acceptance Personal Development/ Self Confidence
  5. 5. Products That Are Home Runs! Pleasure…Control…Personal Development…Social Acceptance
  6. 6. Why these products are a homerun? <ul><li>Fun </li></ul><ul><li>Stimulating </li></ul><ul><li>Physical & emotional, </li></ul><ul><li>Resolution & payoff </li></ul>Pleasure Control Development Social Acceptance <ul><li>Stimulating </li></ul><ul><li>Exciting </li></ul><ul><li>Surprising </li></ul><ul><li>Customization </li></ul><ul><li>Break the rules </li></ul><ul><li>Customization </li></ul><ul><li>Do it myself </li></ul><ul><li>Collectability </li></ul><ul><li>Identification </li></ul><ul><li>Customization </li></ul><ul><li>Feel grown up </li></ul><ul><li>Skill/ competency </li></ul><ul><li>Ego boost </li></ul><ul><li>Creativity/Self-expression </li></ul><ul><li>Unique identity </li></ul><ul><li>Identification </li></ul><ul><li>My importance </li></ul><ul><li>Aspirational </li></ul><ul><li>Appeals to others </li></ul><ul><li>Allows me to be social </li></ul><ul><li>Fit in with peers </li></ul><ul><li>Gender differences </li></ul><ul><li>Fit in with peers </li></ul><ul><li>Makes me feel special – status </li></ul><ul><li>Dual personalities </li></ul><ul><li>Gender differences </li></ul><ul><li>Allows me to be social/interactive </li></ul><ul><li>Fit in with peers </li></ul><ul><li>Makes me feel special </li></ul>
  7. 7. Context
  8. 8. Marketing Challenge… The Tween/Teen Paradox <ul><li>The Size and Opportunity is exciting but… </li></ul><ul><ul><li>More autonomy for tweens and teens means its harder to find them </li></ul></ul><ul><ul><li>More fragmented lifestyle means its harder to reach them </li></ul></ul><ul><ul><li>More tech savvy means its harder to impress them </li></ul></ul>
  9. 9. The Internet & Technology Revolution The Years that Preceded Them 3 millionth IBM PC shipped Cell phone network introduced in U.S. First edition of MS Windows sold CD’s Introduced Macintosh Plus 1981 1982 1983 1984 1985 1986 1987 1980 1988 1989
  10. 10. The Years They Were Born Goes public with 165 locations World Wide Web DVD format introduced Cell phone boom Instant Messenger 1991 1992 1993 1994 1995 1996 1998 1999 1997 1990
  11. 11. The “New” Millennium The Years of Their Childhood Opens 12,000 th location Cable providers start to offer DVR service DVD Players become portable PSP unveiled Xbox launched Wii revolutionizes Console Gaming 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
  12. 12. Today’s Presentation… <ul><li>Is from our YouthBeat® Syndicated Report: </li></ul><ul><ul><li>YouthBeat® is a comprehensive report providing an in-depth view of today's youth covering grades 1st-12th (or 6-18 years of age)   </li></ul></ul><ul><ul><li>Based on more than 200 questions and approximately 7,000 monthly interviews of kids, tweens and teens  </li></ul></ul>Data in this presentation was collected during July – December, 2008, with each topic surveyed among approximately 2,800 U.S. tweens and teens.
  13. 13.
  14. 14. What They Do in Their Free Time (Weekends) Go on Internet 74% / 78% Watch TV 83% / 77% Media Non-Media Solitary Social Prepare a meal 43% / 45% Read 42% / 40% Paint/Draw 28% / 16% “ Hang out” w/friends 68% / 73% Go Shopping 41% / 44% Watch Movie/ DVD at Home 64% / 62% Play Video Games Alone 55% / 41% Play Video Games w/Others 60% / 44% Exercise 40% / 33% Listen to Music 67% / 78% Tweens / Teens #’s / #’s Design Websites 4% / 5 % Knit/Sew 6% / 4 %
  15. 15. A Perfect Saturday Tweens Teens
  16. 16. TV is Not A Lost Past time <ul><li>Although busy and heavily scheduled, Tweens and Teens still manage to find time to watch TV </li></ul><ul><ul><li>Not surprisingly, they have more time to watch on the weekends than during the week </li></ul></ul># of Hours Spent Watching TV (Weekdays) # of Hours Spent Watching TV (Weekends) Mean (Hours per Day) 2.1 2.1 3.3 3.2 Tweens Teens Tweens Teens
  17. 17. Online All the Time <ul><li>Most tweens and teens are online daily </li></ul><ul><li>Many, especially teens, go online several times each day </li></ul>Frequency They Go On The Internet 80% 1x+ per day 66% 1x+ per day
  18. 18. Social Network Connection <ul><li>Among youth who use social networks… </li></ul><ul><ul><li>MySpace and Facebook dominate </li></ul></ul><ul><ul><li>But, MySpace is trending down over time, while Facebook is trending up among both tweens and teens. </li></ul></ul>Q. Which of the following social networks do you go to? <ul><li>Twitter may be all the rage in media…but it hasn’t made a connection with tweens/teens – at least not yet </li></ul>
  19. 19. Online Connection Isn’t Enough <ul><li>Cell phones are a vital connection for tweens and teens – most have them </li></ul><ul><ul><li>Driven in part by parents’ desire to be able to reach their mobile kids </li></ul></ul>% Who Have Their Own Cell Phone
  20. 20. Advertising Captures Their Attention <ul><li>Tweens and teens are most likely to notice TV ads </li></ul><ul><li>However, in a week’s time, they are also exposed to many types of advertising – radio, magazines, Internet </li></ul>Q. Which, if any, of the following types of advertising have you seen or heard in the past week?
  21. 21. Today’s Youth Market + Source: 2006 U.S. Census ++ Source: YouthBeat® $48.12 ++ with 20.6M + Tweens in their pockets right now = $991,272,000 $39.26 ++ with 21.3M + Teens in their pockets right now = $836,238,000
  22. 22. What They Spend Their $$ On <ul><li>Tweens tend to spend on entertainment they can use with friends and home – particularly, video games </li></ul><ul><li>Teens – with $$$ and car keys – their money goes to outside activities like. . . </li></ul><ul><ul><li>eating out </li></ul></ul><ul><ul><li>going to the movies </li></ul></ul><ul><ul><li>shopping </li></ul></ul>
  23. 23. The Social Issues They Care About <ul><li>Virtually all tweens and teens are engaged in social issues </li></ul>Q. What social issues are most important to you? <ul><li>The issues that are most important are those that hit closest to home </li></ul><ul><li>Teens are more aware of the economy </li></ul>95% of tweens and teens cite interest in a social issue !
  24. 24. Being Green? What’s it Mean? <ul><li>Tweens and Teens focus on topics they learn about in school – recycling and water conservation…even energy efficient light bulbs </li></ul>82% of tweens and teens understand the meaning of “being green” !
  25. 25. What Worries Them Q. How do you think the world will be worse? About the Environment “ I believe with the direction the world's natural resources are going, and the people in charge of our nation doing practically nothing, my generation will be left a HUGE mess to clean up. I'm afraid that we won't be able to correct the mistakes that people are making now.”  “ The world is dying. We are running out of clean water, clean air, clean food... Everything we eat, drink, and breathe has been chemically polluted in one way or another...”  “ because people don't open their eyes and their will be worse global warming, and no one really recycles and people waste so many things”  “ The economy is beginning to crumble, and so is the very infra-structure of the country.” “ I think that our country will be even more in debt, with higher taxes, and trouble with our depleting oil resources “ The U.S. is in a recession, the governments a mess, and no change is being made. The future scares me.”  “ It will be bad for a while. The economy is horrible and everyone is worried”  “ look around you, my father lost his job, the economy sucks, stores are closing all the time and more people are out of work and I have little faith in the government to fix this mess”  About the Economy
  26. 26. What Does It All Mean?
  27. 27. Today’s Youth Market Does Not Represent Your Childhood <ul><li>Born 1991 - 1999 </li></ul><ul><ul><li>Tweens – the Middle School Years (age 10-13) </li></ul></ul><ul><ul><li>Teens – the High School Years (age 14-18) </li></ul></ul><ul><li>Has never known a life without... </li></ul><ul><ul><li>Computers </li></ul></ul><ul><ul><li>The Internet </li></ul></ul><ul><ul><li>Starbuck’s </li></ul></ul><ul><ul><li>Cell phones </li></ul></ul><ul><ul><li>eBay </li></ul></ul><ul><ul><li>24 x 7 Entertainment </li></ul></ul><ul><ul><li>MTV </li></ul></ul><ul><ul><li>The Simpsons </li></ul></ul><ul><ul><li>CDs </li></ul></ul><ul><ul><li>John Madden Football </li></ul></ul>
  28. 28. Leverage Psychology to Make Your Product/Service a Winner <ul><li>Products and services that win with youth having meaningful pay-off by delivering against. . . </li></ul><ul><ul><li>Pleasure, by making it fun, satisfying or stimulating </li></ul></ul><ul><ul><li>Control, by giving them choice, customization or personalization </li></ul></ul><ul><ul><li>Personal Development, by elevating their competency, creativity or self-importance </li></ul></ul><ul><ul><li>Social Acceptance, by enhancing their status or fit in their world </li></ul></ul>
  29. 29. How Do You Succeed With Tweens and Teens? <ul><li>Strategies that incorporate tween and teen passions for causes can create an endearing linkage to your brand or service. </li></ul><ul><ul><li>Tweens and teens are aware of their surrounding and the changes that are taking place and challenge their future. </li></ul></ul><ul><ul><li>As such, they are cause focused and are willing to take action through donations, volunteerism and brand purchasing. </li></ul></ul><ul><ul><li>They are important to them, but the focus shifts with age and maturity away from current interests to future interests. </li></ul></ul>
  30. 30. How Do You Succeed With Tweens and Teens? <ul><li>Connectivity and Community will be a theme throughout their lives. </li></ul><ul><ul><li>Tweens and teens are more connected than any generation before them – and connected through words, voice and visuals. </li></ul></ul><ul><ul><li>Look for increased commitment to Facebook and video/ picture sharing sites. </li></ul></ul>
  31. 31. How Do You Succeed With Tweens and Teens? <ul><li>Marketing and advertising will capture their attention and deliver your message as long as it is entertaining and authentic . </li></ul><ul><ul><li>Advertising reaches this generation through many, many channels. </li></ul></ul><ul><ul><li>TV ads will get you the best reach, but be aware that non-broadcast networks are the place your most likely to capture their viewing </li></ul></ul><ul><ul><li>Entertainment sells for this generation – and ads that deliver on it become favorites…even if it isn’t a product that is targeted at them. </li></ul></ul>
  32. 32. Brenda Hurley, Senior VP C&R Research/YouthBeat® [email_address] 312.828.9200 Questions?