The document discusses findings from a survey of 100 American teenage girls aged 13 to 18 conducted in November 2009. Some key findings include:
- Teenage girls spend purposefully online, knowing what they are looking for, which is mainly keeping in touch with friends through social media.
- They are selective about what brands and trends they follow and prefer to actively seek out sales and deals from brands rather than being passively marketed to.
- They share new brand or shopping information mainly through one-on-one communication like texting rather than broadcasting on social media. Intimacy with a small circle of close friends is important.
- They prefer to shop in physical stores so they can see and touch items, and enjoy
Smartphones have become increasingly important in our daily lives for work, education, productivity, and social engagement. Recent analyses show that the number of people accessing the web through smartphones surpassed desktop computers by 2014. Worldwide smartphone sales increased from 179 million in 2009 to 579 million in the same time period. Smartphones positively impact work through applications that allow banking, managing finances, and remote conferencing. They also help educate children, as even young kids are able to learn quickly using smartphones. Over 50% of smartphone users' time is spent on their devices to stay connected through social media and access news and information anytime. Smartphones are integrated into nearly every aspect of modern life and will continue becoming more essential over time.
Digital Marketing Capstone Project PresentationImranKassim3
This document outlines a digital marketing plan for Lithan, a digital learning and talent network. It begins by introducing Lithan and its target customer segments. It then performs a situational analysis of Lithan's current digital presence and performance. Goals are identified to increase website visits, social media engagement, leads, and customer retention. Strategies are proposed to achieve these goals through content creation and distribution across different social media platforms tailored towards millennial and pioneer generations. Partnerships with companies and the government are also recommended to help graduates find jobs.
This document provides an overview of digital marketing strategies in the fashion industry. It discusses how fashion brands have become less reticent about digital marketing. The objectives are to understand digital marketing strategies and tools used in fashion. It outlines how marketing budgets are evolving to integrate digital, with examples of budget percentages dedicated to digital in different countries. Key concepts in digital strategies like engagement, permission, and content are covered. The document also provides examples of different digital strategies for different fashion brands based on their business models. It emphasizes the importance of consistency across channels and having clear objectives in digital strategies.
Ogilvy_For Gen Z Brand Is What You Share MarketingTrips.com.pdfMarketingTrips
This document provides a playbook for brands to build lasting bonds with Gen Z through an approach of sharing and co-creation at all levels. It discusses how Gen Z, as the largest, most diverse generation, expects brands to involve them in ideation and culture through digital participation. The playbook advocates that brands must be willing to share control and collaborate with Gen Z on shaping brand purpose, products, and communities. It makes the business case that this approach helps brands avoid missteps, gain talent and cultural insights, build loyalty, and drive innovation through an ongoing process of co-creation.
This document discusses the concept of "behavior brands" and how brands need to shift from simply communicating messages to taking meaningful actions that demonstrate their values. It provides examples of brands like I LOHAS water and Nestle that have become more engaging by focusing on behaviors that help consumers. The document also discusses how a new generation, referred to as "Gen B", values brands that act according to their stated purposes and priorities, not just talk about them. It advocates that brands develop "blueprints" focused on actions and behaviors to engage this new generation of consumers.
LG L Integrated Marketing Communications UK Launch ProposalJuan Mejia
The target audience is young women ages 15-20 who enjoy fashion and social media. They influence purchase decisions through online research and consulting friends. They are open to switching smartphone brands and have not decided on an operating system. They share photos and videos online and use their phones for communication. Retailers should enhance the shopping experience through interactive features. The campaign aims to drive 400k units of LG's L series phones between March to August 2012 by positioning the phones as fashionable and affordable for young women.
Reliance JIO is a 4G LTE mobile network operator in INDIA.(without 2G/3G based service.
The services were first beta-launched to JIo's partner and employees.
3.case study e_bay_direct marketing & dircet selling systemRevisiting Strategy
This document discusses direct marketing and direct selling. It begins by defining direct marketing as an interactive marketing system that uses advertising media to generate a measurable response. It then discusses eBay as an example, describing how eBay sent out catalogs through newspapers to promote holiday shopping on their site. The document also provides definitions and discussions of direct selling, multilevel marketing, advantages and disadvantages of direct marketing, examples of companies that use direct marketing, and prospects and problems of direct selling.
Smartphones have become increasingly important in our daily lives for work, education, productivity, and social engagement. Recent analyses show that the number of people accessing the web through smartphones surpassed desktop computers by 2014. Worldwide smartphone sales increased from 179 million in 2009 to 579 million in the same time period. Smartphones positively impact work through applications that allow banking, managing finances, and remote conferencing. They also help educate children, as even young kids are able to learn quickly using smartphones. Over 50% of smartphone users' time is spent on their devices to stay connected through social media and access news and information anytime. Smartphones are integrated into nearly every aspect of modern life and will continue becoming more essential over time.
Digital Marketing Capstone Project PresentationImranKassim3
This document outlines a digital marketing plan for Lithan, a digital learning and talent network. It begins by introducing Lithan and its target customer segments. It then performs a situational analysis of Lithan's current digital presence and performance. Goals are identified to increase website visits, social media engagement, leads, and customer retention. Strategies are proposed to achieve these goals through content creation and distribution across different social media platforms tailored towards millennial and pioneer generations. Partnerships with companies and the government are also recommended to help graduates find jobs.
This document provides an overview of digital marketing strategies in the fashion industry. It discusses how fashion brands have become less reticent about digital marketing. The objectives are to understand digital marketing strategies and tools used in fashion. It outlines how marketing budgets are evolving to integrate digital, with examples of budget percentages dedicated to digital in different countries. Key concepts in digital strategies like engagement, permission, and content are covered. The document also provides examples of different digital strategies for different fashion brands based on their business models. It emphasizes the importance of consistency across channels and having clear objectives in digital strategies.
Ogilvy_For Gen Z Brand Is What You Share MarketingTrips.com.pdfMarketingTrips
This document provides a playbook for brands to build lasting bonds with Gen Z through an approach of sharing and co-creation at all levels. It discusses how Gen Z, as the largest, most diverse generation, expects brands to involve them in ideation and culture through digital participation. The playbook advocates that brands must be willing to share control and collaborate with Gen Z on shaping brand purpose, products, and communities. It makes the business case that this approach helps brands avoid missteps, gain talent and cultural insights, build loyalty, and drive innovation through an ongoing process of co-creation.
This document discusses the concept of "behavior brands" and how brands need to shift from simply communicating messages to taking meaningful actions that demonstrate their values. It provides examples of brands like I LOHAS water and Nestle that have become more engaging by focusing on behaviors that help consumers. The document also discusses how a new generation, referred to as "Gen B", values brands that act according to their stated purposes and priorities, not just talk about them. It advocates that brands develop "blueprints" focused on actions and behaviors to engage this new generation of consumers.
LG L Integrated Marketing Communications UK Launch ProposalJuan Mejia
The target audience is young women ages 15-20 who enjoy fashion and social media. They influence purchase decisions through online research and consulting friends. They are open to switching smartphone brands and have not decided on an operating system. They share photos and videos online and use their phones for communication. Retailers should enhance the shopping experience through interactive features. The campaign aims to drive 400k units of LG's L series phones between March to August 2012 by positioning the phones as fashionable and affordable for young women.
Reliance JIO is a 4G LTE mobile network operator in INDIA.(without 2G/3G based service.
The services were first beta-launched to JIo's partner and employees.
3.case study e_bay_direct marketing & dircet selling systemRevisiting Strategy
This document discusses direct marketing and direct selling. It begins by defining direct marketing as an interactive marketing system that uses advertising media to generate a measurable response. It then discusses eBay as an example, describing how eBay sent out catalogs through newspapers to promote holiday shopping on their site. The document also provides definitions and discussions of direct selling, multilevel marketing, advantages and disadvantages of direct marketing, examples of companies that use direct marketing, and prospects and problems of direct selling.
The Use of Information and Communication Technology (ICT) and Business Manage...Dr. Nazrul Islam
Information and Communication Technology (ICT) is an integral part of business management now-a-day. It is inevitable for the smooth running of business irrespective of size and complexity all over the world. Due to the rapid development of ICT and its huge use in all spheres of our lives, businesses are also influenced by it. Now, businesses are managing their resources by using ICT support that is helping them to perform their tasks faster and accurate than before. But the developing countries like Bangladesh are still struggling to introduce ICT supports in all areas of businesses. But due to a very strong culture at work place, this effort is hindered substantially. Therefore, this paper aims at identifying the present status of the use of ICT in business management and its challenges it faces. Secondary data have been primarily used for conducting this study which was collected from the different business reports and the journal papers. An experience survey was also conducted among the senior administrators of the business houses were also included in the study. Results show that the use of ICT is very low in the small and medium business enterprises while the large businesses houses are using ICT supports. Results also show that the use of ICT primarily depends on the complexity and the nature of the business. The entrepreneurs who have ICT literacy, they are mostly using ICT supports in the management of their businesses. This study suggests that the business houses in Bangladesh should use ICT support in order to increase the efficiency at their work. But this is often depends on the ICT infrastructure of the country as a whole.
I teach a course The Internet Economy. I teach it in a classroom setting and online through Eliademy.com. These slides are the latest from a classroom course in India New Delhi in November 2017
Integrated marketing communication Plan for education consultancy Parth Katti
Craft Future Education Services is an education consultancy founded in 1998 that helps students pursue higher education programs abroad. It has headquarters in Bangalore and 28 branches globally. The company offers counseling and exam preparation for programs in various domains and levels across Europe, Asia, Australia, and North America. In recent years the number of students registered with the company has steadily increased from 8,320 in 2010 to 12,500 in 2015. The company uses a variety of online and offline marketing strategies including advertisements, social media, events, and personal selling to promote its services and achieve objectives of increasing market share, student enrollment, and brand awareness.
Web Analytics : Google Merchandise Store - Google AnalyticsSahil Sehgal
Created a Google Analytics Account, and added the demo account for the Google Merchandise store in the same.
Analyzed the data for different reports, namely Real-Time, Audience, Acquisition, Behavior and conversion reports, using Google Analytics for Google Merchandise Store.
E-commerce is a new way of conducting, managing an executing business transactions using modern information technology. E-commerce is a ‘commerce based on bytes’. E-commerce, defined simply, is the commercial transaction of services in an electronic format. In general terms, e-commercial is a business methodology that addresses the needs of organizations, traders and consumers to reduce costs while improving the quality of goods and services and increasing the speed of service delivery. It may also be referred to as the paperless exchange of business information using Electronic Data Interchange, Electronic Fund Transfer etc. E-commerce is not only about simple transactions of data but also general commercial acts such as publicity, advertisements, negotiations contracts and fund settlements. It refers to all forms of transactions relating to commercial activities including both organizations and individuals that are based upon the processing and transmission of digitized data, including text sound and visual images. E-commerce is thus a business practice and involves use of computers, computer system or computer networks.
This document analyzes the smartphone market in Bangladesh. It discusses key target consumer segments, the competitive landscape of major brands, and market share and trends. The top three points are:
1) The target consumer segment prefers brands that make them look modern and stylish. Local brand Symphony leads the market due to affordable prices, features, and strong distribution.
2) Smartphone shipments grew 222% in early 2013 though they still make up a small portion of the overall market. Feature phones are declining as 3G access and data usage drive smartphone adoption.
3) Major brands like Samsung and Nokia face challenges competing with local brands that offer better value. Growth opportunities exist in offering affordable smartphones and data plans tailored
Thailand's retail industry is worth approximately 1.4 trillion baht and is expected to grow 3-5% in 2011. The market consists of traditional mom and pop stores and modern retailers operating in various formats. Major modern players include Tesco Lotus, Big C, 7-Eleven, Central Food Retail, and Central Retail Corporation. Future growth is expected from tourists from China and India, and infrastructure projects like a new Bangkok skywalk are expected to boost certain retail areas. Competition remains high as new entrants expand and existing players renovate stores.
This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
Apple and Samsung both focus on quality products with competitive pricing, extensive distribution networks, and promotional incentives. Their marketing strategies are similar, relying on websites, campaigns, free gifts and services to advertise new devices and raise brand awareness. Both companies advertise directly through TV, internet and events and indirectly by encouraging trials of new products.
Full report smart phone impact on social relationship managementvarsha nihanth lade
Smartphones are having wide-ranging impacts on society. They are affecting social relationships as people use their phones more than interacting face-to-face. This can damage family and friendship bonds. Smartphones also negatively impact work productivity as employees are distracted and use phones excessively for non-work purposes. In education, smartphones disrupt classrooms and cause students to neglect schoolwork in favor of social media and games. While smartphones provide access to information, their overuse has many disadvantages for social interactions and productivity.
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
This report was meant to identify the mobile phone industries of Bangladesh based on major mobile brands in Bangladesh, company analysis, present situation etc.
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
The document provides a history of mobile phone design from 1946 to the present. It describes the evolution from early wireless car phones that only 12 people could use at a time, to the first portable "luggables" in 1981, to Motorola's first true mobile phone the DynaTAC 8000X in 1983. It outlines the transition to digital 2G networks using GSM and CDMA standards in the late 1980s and 1990s. Current phone designs integrate features like cameras, internet access, and media playback. 3G networks further increased data rates and efficiency. The history shows the progression from very large early mobile phones to today's converged multi-function devices.
This is the case study report of Alibaba.com.This report tells you about the Alibaba Group, it's several others services and its growth and also about the methods of payments , types of product and many more.
Extensive study across 16 cities in India reveals the digital lives of kids (9-11 years), tweens (12-15 years) and teens (16-18 years) in India, a group called Generation Z
Around 30 million of 69 million urban Generation Z consumers own mobile phones, and 3 million of these use mobile broadband on their phones
Kids explore new technology and use the mobile phone in the same way as their older counterparts
Parents using mobile broadband are more likely to introduce their children to the technology. For more reports from the ConsumerLab visit: http://www.ericsson.com/thinkingahead/consumerlab
This document is a student paper investigating whether girls fear math more than boys. It begins by stating the hypothesis that girls fear math more. It then presents some common feelings and myths about math. The bulk of the document consists of charts and graphs analyzing survey results. The surveys asked students about their math preferences, interests in becoming mathematicians, reasons for girls' fear of math, and factors responsible for mathematical fear. In the conclusion, the student indicates the paper aimed to determine if math fear is a psychological problem and whether the hypothesis that girls fear math more was proven right or wrong.
The Use of Information and Communication Technology (ICT) and Business Manage...Dr. Nazrul Islam
Information and Communication Technology (ICT) is an integral part of business management now-a-day. It is inevitable for the smooth running of business irrespective of size and complexity all over the world. Due to the rapid development of ICT and its huge use in all spheres of our lives, businesses are also influenced by it. Now, businesses are managing their resources by using ICT support that is helping them to perform their tasks faster and accurate than before. But the developing countries like Bangladesh are still struggling to introduce ICT supports in all areas of businesses. But due to a very strong culture at work place, this effort is hindered substantially. Therefore, this paper aims at identifying the present status of the use of ICT in business management and its challenges it faces. Secondary data have been primarily used for conducting this study which was collected from the different business reports and the journal papers. An experience survey was also conducted among the senior administrators of the business houses were also included in the study. Results show that the use of ICT is very low in the small and medium business enterprises while the large businesses houses are using ICT supports. Results also show that the use of ICT primarily depends on the complexity and the nature of the business. The entrepreneurs who have ICT literacy, they are mostly using ICT supports in the management of their businesses. This study suggests that the business houses in Bangladesh should use ICT support in order to increase the efficiency at their work. But this is often depends on the ICT infrastructure of the country as a whole.
I teach a course The Internet Economy. I teach it in a classroom setting and online through Eliademy.com. These slides are the latest from a classroom course in India New Delhi in November 2017
Integrated marketing communication Plan for education consultancy Parth Katti
Craft Future Education Services is an education consultancy founded in 1998 that helps students pursue higher education programs abroad. It has headquarters in Bangalore and 28 branches globally. The company offers counseling and exam preparation for programs in various domains and levels across Europe, Asia, Australia, and North America. In recent years the number of students registered with the company has steadily increased from 8,320 in 2010 to 12,500 in 2015. The company uses a variety of online and offline marketing strategies including advertisements, social media, events, and personal selling to promote its services and achieve objectives of increasing market share, student enrollment, and brand awareness.
Web Analytics : Google Merchandise Store - Google AnalyticsSahil Sehgal
Created a Google Analytics Account, and added the demo account for the Google Merchandise store in the same.
Analyzed the data for different reports, namely Real-Time, Audience, Acquisition, Behavior and conversion reports, using Google Analytics for Google Merchandise Store.
E-commerce is a new way of conducting, managing an executing business transactions using modern information technology. E-commerce is a ‘commerce based on bytes’. E-commerce, defined simply, is the commercial transaction of services in an electronic format. In general terms, e-commercial is a business methodology that addresses the needs of organizations, traders and consumers to reduce costs while improving the quality of goods and services and increasing the speed of service delivery. It may also be referred to as the paperless exchange of business information using Electronic Data Interchange, Electronic Fund Transfer etc. E-commerce is not only about simple transactions of data but also general commercial acts such as publicity, advertisements, negotiations contracts and fund settlements. It refers to all forms of transactions relating to commercial activities including both organizations and individuals that are based upon the processing and transmission of digitized data, including text sound and visual images. E-commerce is thus a business practice and involves use of computers, computer system or computer networks.
This document analyzes the smartphone market in Bangladesh. It discusses key target consumer segments, the competitive landscape of major brands, and market share and trends. The top three points are:
1) The target consumer segment prefers brands that make them look modern and stylish. Local brand Symphony leads the market due to affordable prices, features, and strong distribution.
2) Smartphone shipments grew 222% in early 2013 though they still make up a small portion of the overall market. Feature phones are declining as 3G access and data usage drive smartphone adoption.
3) Major brands like Samsung and Nokia face challenges competing with local brands that offer better value. Growth opportunities exist in offering affordable smartphones and data plans tailored
Thailand's retail industry is worth approximately 1.4 trillion baht and is expected to grow 3-5% in 2011. The market consists of traditional mom and pop stores and modern retailers operating in various formats. Major modern players include Tesco Lotus, Big C, 7-Eleven, Central Food Retail, and Central Retail Corporation. Future growth is expected from tourists from China and India, and infrastructure projects like a new Bangkok skywalk are expected to boost certain retail areas. Competition remains high as new entrants expand and existing players renovate stores.
This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
Apple and Samsung both focus on quality products with competitive pricing, extensive distribution networks, and promotional incentives. Their marketing strategies are similar, relying on websites, campaigns, free gifts and services to advertise new devices and raise brand awareness. Both companies advertise directly through TV, internet and events and indirectly by encouraging trials of new products.
Full report smart phone impact on social relationship managementvarsha nihanth lade
Smartphones are having wide-ranging impacts on society. They are affecting social relationships as people use their phones more than interacting face-to-face. This can damage family and friendship bonds. Smartphones also negatively impact work productivity as employees are distracted and use phones excessively for non-work purposes. In education, smartphones disrupt classrooms and cause students to neglect schoolwork in favor of social media and games. While smartphones provide access to information, their overuse has many disadvantages for social interactions and productivity.
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
This report was meant to identify the mobile phone industries of Bangladesh based on major mobile brands in Bangladesh, company analysis, present situation etc.
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
The document provides a history of mobile phone design from 1946 to the present. It describes the evolution from early wireless car phones that only 12 people could use at a time, to the first portable "luggables" in 1981, to Motorola's first true mobile phone the DynaTAC 8000X in 1983. It outlines the transition to digital 2G networks using GSM and CDMA standards in the late 1980s and 1990s. Current phone designs integrate features like cameras, internet access, and media playback. 3G networks further increased data rates and efficiency. The history shows the progression from very large early mobile phones to today's converged multi-function devices.
This is the case study report of Alibaba.com.This report tells you about the Alibaba Group, it's several others services and its growth and also about the methods of payments , types of product and many more.
Extensive study across 16 cities in India reveals the digital lives of kids (9-11 years), tweens (12-15 years) and teens (16-18 years) in India, a group called Generation Z
Around 30 million of 69 million urban Generation Z consumers own mobile phones, and 3 million of these use mobile broadband on their phones
Kids explore new technology and use the mobile phone in the same way as their older counterparts
Parents using mobile broadband are more likely to introduce their children to the technology. For more reports from the ConsumerLab visit: http://www.ericsson.com/thinkingahead/consumerlab
This document is a student paper investigating whether girls fear math more than boys. It begins by stating the hypothesis that girls fear math more. It then presents some common feelings and myths about math. The bulk of the document consists of charts and graphs analyzing survey results. The surveys asked students about their math preferences, interests in becoming mathematicians, reasons for girls' fear of math, and factors responsible for mathematical fear. In the conclusion, the student indicates the paper aimed to determine if math fear is a psychological problem and whether the hypothesis that girls fear math more was proven right or wrong.
Jorge Silva, Sr. Research Statistician Developer, SAS at MLconf ATL - 9/18/15MLconf
Estimating the Number of Clusters in Big Data with the Aligned Box Criterion: Finding the number, k, of clusters in a dataset is a fundamental problem in unsupervised learning. It is also an important business problem, e.g. in market segmentation. Existing approaches include the silhouette measure, the gap statistic and Dirichlet process clustering. For thirty years SAS procedures have included the option of using the cubic clustering criterion (CCC) to estimate k. While CCC remains competitive, we propose a significant and original improvement, referred to herein as the aligned box criterion (ABC). Like CCC, ABC is based on a hypothesis-testing framework, but instead of a heuristic measure we use data-adaptive reference distributions to generate more realistic null hypotheses in a scalable and easily parallelizable manner. We have implemented ABC using SAS’ High Performance Analytics platform, and achieve state-of-the-art accuracy in the estimation of k.
Adam McLane's presentation "Teenagers + The Small Screen" is intended to give adults a window into the ever-changing world of mobile usage, behavior, and trends as it relates to online usage generally, and specifically mobile devices. (Phones, tablets, etc)
[NOTE: October 2014 version]
The document contains a collection of random facts covering various topics such as animals, insects, plants, human anatomy, food, and inventions. Some key facts include: bamboo can grow up to 3 feet in 24 hours; grapes explode in microwaves; honey is the only food that does not spoil; ostriches can run faster than horses and roar like lions; and Leonardo da Vinci could write with one hand and draw with the other at the same time.
The Teenage Girl as Consumer and CommunicatorHavas PR
Euro RSCG Worldwide PR’s white paper analyzes data from a survey the agency commissioned of 100 girls between the ages of 13 and 18 about their spending and communications habits. The research reveals that the teenage girl contradicts almost all cultural stereotypes in those areas. But the core finding of the white paper is more sociological than statistical. Tearing down another false platitude about teenage girls, the paper proves that a sense of intimacy with a select group of friends and family drives almost all their social interaction—including shopping, which the study characterizes as a core social activity for teenage girls. The findings are helping to launch a new Euro PR initiative. Eventually focusing on teen boys and girls, the first phase is called The Sisterhood.
Importance of mathematics in our daily lifeHarsh Rajput
The document discusses the history and origins of mathematics. It notes that mathematics originated from practical needs like measurement and counting, with early forms found on notched bones and cave walls. Over thousands of years, mathematics has developed from attempts to describe the natural world and arrive at logical truths. Today, mathematics is highly specialized but also applied in diverse fields from politics to traffic analysis. The document also provides examples of how concepts in commercial mathematics, algebra, statistics, geometry are useful in daily life.
50 Mobile Marketing Statistics, Trends & InsightsPocket Your Shop
The mobile industry is evolving.
Marketers are beginning to realize that this recent explosion of mobile is not just a fad. That is why we wanted to share these stats to show you the effect that mobile has had on modern marketing.
So without further ado, we present 50 mobile marketing statistics, trends, and insights. Enjoy!
Statistics are used in many areas of daily life including business, agriculture, forestry, education, ecological studies, medical studies, sports, and computer science. Some examples include using statistics to measure business performance, understand customer data, compare crop yields over time in agriculture, track changes in forest areas and species populations, analyze education spending and enrollment trends, study the impacts of pollution and more. Statistics help with data analysis, prediction, and drawing conclusions across various domains.
Applications of statistics in daily lifeminah habib
Statistics is used to analyze and interpret collected data using measures like the mean, median, and mode. The mean is the average and is used by teachers to analyze student marks and by businesses to examine employee salaries and benefits. The median is the middle value and is used to analyze income distribution and player heights. The mode is the most frequent value and is used to study public transportation usage and the number of patients visiting hospitals. These statistical concepts have various applications in everyday life and business to understand data distributions and make comparisons.
This document provides information about statistics including its definition, origins, uses in different fields, and key statistical concepts. It defines statistics as the mathematical science pertaining to the collection, analysis, interpretation, and presentation of data. Some key points:
- Statistics originated from needs to base policy on demographic and economic data and has broadened to include collecting and analyzing data in general.
- It is widely used today in government, business, and natural and social sciences to make accurate inferences from data and decisions in uncertainty.
- The document also defines and provides examples of important statistical concepts including the mean, mode, and median.
22 Insightful Statistics About What to Expect from Generation Z in the WorkplaceRyan Jenkins
According to the recent Get Ready For Generation Z Study by staffing company Robert Half and Enactus, a student-focused nonprofit that encourages entrepreneurship, Generation Z will make up 20% of the total workforce by 2020. The statistics below are from the study which surveyed 770 individuals born between 1990 and 1999.
While I believe this to overlap the age range of Millennials (typically defined as those born in the 80s and 90s), employers and leaders can still benefit from the insights as they begin to prepare to work alongside a new generation of professionals. Prepare for Generation Z in the workplace.
Presented by Ryan Jenkins, Millennial & Generation Z keynote speaker and blogger. http://ryan-jenkins.com.
Are you interested in learning more about mobile marketing? If so, then this mobile marketing SlideShare deck is for you. It was compiled by Jamie Turner from the 60 Second Marketer and Jeanne Hopkins while she was at HubSpot.
Here are just some of the amazing facts you'll learn in this SlideShare deck:
• 91% of adults have their mobile devices within arm's reach 24/7
• 25% of Americans only use mobile devices to access the internet
• There are 5 times as many cell phones in the world as there are PCs
If you're interested in learning more about mobile marketing, this deck is for you.
Mathematics is applied directly and indirectly in many aspects of daily life. [Geometry is used in nature like honeycomb cells and in car design with circles, rectangles, and quarter spheres.] [Medicine uses protein modeling and geometry.] [Engineering applies math to determine materials and solar energy.] [Forensics uses calculus to clarify blurred images.] [Trigonometry helps find heights of objects.] [Number theory creates codes and helps with bulk purchasing costs.] [Calculus studies change and is used in acceleration, satellite movement, and more.] Mathematics plays a key role in many fields.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
Meet generation Z, the 12- to 19-year-old cohort, who care deeply about ethical consumption, are the most progressive generation to date, use digital technology more than any previous group, and are set to change the world with their optimism and ambition.
This is an executive summary of the report. To purchase the full 79-page report, visit www.jwtintelligence.com.
Meet Generation Z: Forget Everything You Learned About Millennialssparks & honey
Marketers have been focused on Gen Y (a.k.a. Millennials) for more than a decade. In fact, Millennials are the most researched generation in history!
But Gen Z (born 1995 to present) is different from the Millennial generation. In many ways, Gen Zers are the opposites or extreme versions of Millennials and marketers need to adjust to them.
We are just beginning to understand Gen Z and its impact on the future, but this report explores what we know and foresee.
GenZ is the largest generation yet and they are truly digital natives. The attitudes and behaviors of Zs will have a huge impact on the future of technology. Grounded in data from hundreds of online research sessions, diaries, and interviews, learn what Gen Z really does online and the ways it will change how we design the experience.
This document provides a summary of emerging consumer trends based on insights from LHBS's Inspiration-Hub digital platform. It outlines several shifting consumer behaviors, including more energy drink consumption by parents than childless individuals; consumers trusting smaller food brands more than big brands; average-sized models selling more clothing; millennials exploring less conventional relationship styles; and consumers preferring brands that care about social and environmental issues. The document encourages organizations to track relevant business opportunities by utilizing LHBS's Inspiration-Hub platform to gain customized consumer insights and fuel innovation.
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Resea...Influence Central
Millennials – the group of young, up-and-coming Americans in their post college 20s to early 30s – now represent the next rising generation, rapidly increasing in consumer power and influence. Yet despite this, Millennials remain among the least understood consumer sectors. To gain more in-depth insight into this group of consumers, Influence Central embarked on a groundbreaking study of 1,100 American Millennial Women. Our study focused on Millennials’ purchase path both online and offline, how their deep connections with family and friends impact the choices in their lives, and the effect of various types of media on their day-to-day decisions. The research findings paint a picture of a generation with a strong sense of self, influenced by family and peers alike, and steeped in the mosaic of the world around them.
Language of Listening Marketing Plan - The Whoadionescu
This document discusses strategies for marketing to different groups of mothers online through social media. It finds that mothers with young children, especially those under age 3, are very active socially online and influential purchasers. Mothers with children ages 3 to 5 are also socially engaged online, though less so than new mothers. The document recommends tailoring social media strategies and content to the specific ages and interests of target mother audiences in order to inspire brand engagement. It also discusses "empowered women", aged 25-54, who are highly influential household decision-makers and active online, especially in communication and sharing about their lives. The marketing plan advises incorporating the interests and behaviors of target groups like empowered mothers into social strategies.
Nita Rollins and Dale Edman present Resource Interactive's latest research from Kelly Mooney's keynote at this year's Shop.org Annual Summit in our November iCitizen Webinar, Recession-Rewired: Leaner times hit home for moms and younger millennials.
This document discusses relationships and trust among young women based on research. Some key points:
- Young women today form relationships and trust in new ways due to low trust in institutions. They rely more on personal networks.
- Relationships with parents are more like peers, and marriage/partnerships are less obligatory and more diverse.
- Motherhood is pursued individually rather than as an obligation, and young mothers collaborate online.
- Peer influence is strong through social media and crowdsourcing opinions.
- Institutions and brands must build authentic, two-way relationships with young women through common values and goals to earn their trust.
Leaner times hit home for moms and younger millennials
As Americans ride out the nation’s protracted economic recovery, they are retaining some of the consumerist values and habits acquired during one of the worst of the downturns in U.S. history, when choices were tougher than usual. Kelly Mooney, President and Chief Experience Officer of Resource Interactive, shows some interesting shifts in the shopping decisions and brand affinities of the new consumer. Looking specifically at two of the most influential cohorts, Moms and their at-home Millennials, Kelly debuts new modes of digital engagement and ecommerce amenities to help marketers make the most of the increasingly powerful digital channel.
Amaze generation phase 2 final - October 2013Microsoft
This document summarizes the key findings from the second phase of a long-term study on today's digital generation. The study follows 10-15 year olds to understand their relationship with digital technologies and the internet. Key findings include:
- Facebook continues to be widely used by the group, though boys use it more than girls. Staying connected with friends is the main reason for using Facebook.
- Girls tend to be spectators on Facebook rather than contributors, while boys are more likely to update their status daily. Both are aware of how they are perceived online.
- Most brands fail to engage this generation, who prefer following celebrities. Misunderstandings are easy on Facebook given the lack of emotional cues, so
Rather than identify strongly with either her generation or the ages and stages of her children, our study showed that upon becoming a mother, Moms adopt a core group of shared values that impact her lifestyle, behavior, the way she interacts with her peers and her purchasing decisions. We call this Generation Mom.
The document summarizes the findings of a survey conducted by Good Scout on men's charitable habits and motivations. Some key findings include:
- Men prefer to be solicited for donations through word-of-mouth from friends and family over other methods like mail or advertising.
- While most men donate small amounts of money monthly, over half prefer non-monetary ways of supporting causes like volunteering time.
- Men are most motivated to support causes they have a personal connection to, such as children/youth causes.
- Peer-to-peer communication may be an effective way to encourage more monetary donations and engagement from men.
1) Mobile apps are facing challenges as many users delete apps after one use and see most apps as just marketing tools rather than engaging experiences.
2) Both baby boomers and millennials have attitudes that can inform better mobile app design, such as baby boomers valuing simplicity and millennials prioritizing immediacy.
3) New interactions like brain control, as well as addressing user needs for assurance, stress reduction, and respect for their data privacy and context will be important to engage users.
Voor de zesde keer op rij organiseert JIM het jaarlijkse jongerenonderzoek Youthlab.
Josh Dhaliwal director van mobileYouth, UK gaf een keynote speech over de mythes rond jongeren en jongeren marketing.
The document summarizes research on how consumers, especially teens and mothers, have changed shopping behaviors due to the recession. It finds that teens are more concerned with practical issues like career prospects, while still seeking brands. Mothers have become smarter shoppers, using online research and sales. Both groups appreciate value and necessity over luxury. Digital tools help teens feel independent and mothers stretch budgets and learn from each other through social networks.
Social media and marketing have significant psychological impacts on children and teens. Excessive exposure to ads, desire for brand names, and focus on appearance can lower self-esteem and promote unhealthy behaviors. Parents struggle to set limits in the face of intense marketing pressures. Schools and communities need to support parents by educating youth, restricting ads, and promoting critical thinking skills to resist undue influence.
This document summarizes the commercialization of childhood and its effects. It discusses how marketers use child psychologists to target advertising at children, influencing their choices and values. Studies show this exposure is linked to increased materialism, anxiety, and health issues in children. While parents bear responsibility, government policy could do more to curb inappropriate advertising and protect children's privacy. The document provides a critical analysis of these issues and their psychological and social impacts on children.
This document discusses strategies for marketing to millennial parents. It begins by outlining an agenda to understand millennial characteristics and wants in order to determine effective marketing messages and tactics. It then provides details on millennial demographics, experiences, parenting styles, and values. Key strategies recommended include explaining reasons for policies, understanding sources of information for millennial parents, increasing transparency, offering flexible personalized experiences, and having a human-centered approach. The presentation concludes by providing contact information for the speaker.
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?Dr. William J. Ward
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
- The digital landscape from a teen's perspective
- Social media facts and figures related to teen media usage
- Five tips to sparking valuable conversations through engaging content
This document provides an overview of Millennials and strategies for capturing their attention. It defines Millennials as those born between 1981-2000, totaling over 92 million in the US. Millennials are highly connected through social media and prefer urban environments. The document outlines Millennials' unique traits like being special, sheltered, team-oriented, and achieving. It recommends meeting Millennials on social media as they get most of their news from television and the internet. The document proposes aligning company messaging and initiatives with what resonates with Millennials and implementing an strategic social media plan to reach this important demographic.
Gen z’s views on LGBTQ+ rights and acceptanceGenZandu
Gen Z, born roughly between the late 1990s and early 2010s, exhibits strong support for LGBTQ+ rights and acceptance. This generation tends to be more progressive and inclusive, advocating for equality regardless of sexual orientation or gender identity. With widespread access to information and diverse social networks, Gen Z is more likely to challenge traditional norms and embrace diversity, fostering a more accepting environment for LGBTQ+ individuals in society. Their attitudes reflect a growing trend towards greater tolerance and understanding.
Similar to The Teenage Girl as Consumer and Communicator (20)
The document discusses the results of a study on the effects of exercise on memory and thinking abilities in older adults. The study found that regular exercise can help reduce the decline in thinking abilities that often occurs with age. Older adults who exercised regularly performed better on cognitive tests and brain scans showed they had greater activity in important areas for memory and learning compared to less active peers.
The document discusses 7 trends to watch in 2012:
1. People power and social media empowering both individuals and large organizations.
2. The always connected millennial generation reshaping notions of time and place.
3. Increased focus on privacy as people limit what they share online.
4. The rise of hyperlocal and location-based content and apps while universal interests remain.
5. PR professionals needing a wide range of skills to adapt to changing media landscapes.
6. Fragmented approaches to health and wellness combining scientific and alternative approaches.
7. A turn toward optimism and hopeful stories to boost consumer sentiment.
This document discusses six key trends in Western Europe: 1) Continuing optimism despite economic crises, with companies focusing on culture and communities. 2) Growing austerity and frugality as lavish consumption declines. 3) Embracing imperfection over perfection. 4) Increasing urbanization as cities offer opportunities. 5) Addressing climate change through weather prediction and dealing with effects. 6) Sustained luxury market through technology and temporary pop-up stores.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow, releases endorphins, and promotes changes in the brain which help enhance one's emotional well-being and mental clarity.
The document discusses several trends that may emerge in the future, including:
1. Life apprenticeships from ages 19-29 to prepare for lifelong reinvention.
2. Domestic partnerships formed for healthcare and tax benefits.
3. Homeschooling increasing through online resources and social media.
4. Monitoring fatigue as an increasingly discussed condition.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
This document summarizes trends in gender roles and relationships in 2011. It discusses how millennials have different views of gender than previous generations. Both men and women are redefining traditional roles at home and in the workplace. While gender stereotypes are breaking down, finding happiness and love remain high priorities for many.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise stimulates the production of endorphins in the brain which elevate mood and reduce stress levels.
1. The document discusses 15 trends related to marketing to women around the world. It focuses on trends in the Gulf region as well as worldwide.
2. Some of the key trends discussed include: the growing perception that society has become too obsessed with youth; more women obtaining higher education globally and becoming smarter faster than men; and an increasing number of single women ("singletons") choosing to not marry or have families, especially in Western countries.
3. The document provides analysis of each trend and implications for marketers, emphasizing the need to recognize changing demographics and address the anxieties and values of women consumers.
April 2012: Marian Salzman (Havas PR CEO) speech given at Eller College of Management, University of Arizona. Spots five key trends for Western Europe by examining various criteria.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Best 20 SEO Techniques To Improve Website Visibility In SERPPixlogix Infotech
Boost your website's visibility with proven SEO techniques! Our latest blog dives into essential strategies to enhance your online presence, increase traffic, and rank higher on search engines. From keyword optimization to quality content creation, learn how to make your site stand out in the crowded digital landscape. Discover actionable tips and expert insights to elevate your SEO game.
Building Production Ready Search Pipelines with Spark and MilvusZilliz
Spark is the widely used ETL tool for processing, indexing and ingesting data to serving stack for search. Milvus is the production-ready open-source vector database. In this talk we will show how to use Spark to process unstructured data to extract vector representations, and push the vectors to Milvus vector database for search serving.
Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
Get an inside look at the latest Neo4j innovations that enable relationship-driven intelligence at scale. Learn more about the newest cloud integrations and product enhancements that make Neo4j an essential choice for developers building apps with interconnected data and generative AI.
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc
How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
This webinar will review:
- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
- The top challenges for privacy leaders, practitioners, and organizations in 2024
- Key themes to consider in developing and maintaining your privacy program
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
AI 101: An Introduction to the Basics and Impact of Artificial IntelligenceIndexBug
Imagine a world where machines not only perform tasks but also learn, adapt, and make decisions. This is the promise of Artificial Intelligence (AI), a technology that's not just enhancing our lives but revolutionizing entire industries.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Programming Foundation Models with DSPy - Meetup SlidesZilliz
Prompting language models is hard, while programming language models is easy. In this talk, I will discuss the state-of-the-art framework DSPy for programming foundation models with its powerful optimizers and runtime constraint system.
2. Seeking to better understand how teen girls spend, socialize and communicate, Euro RSCG
Worldwide PR commissioned a survey by MicroDialogue to a random and representative
sample of 100 teenage girls aged 13 to 18 during November 2009. This white paper presents
the proprietary study’s findings in the context of today’s communications and business worlds
as they are increasingly dominated by social and other digital media. The objective is to
present a picture of how American teenage girls spend money, consume media and socialize
with friends and family.
With the Winter 2010 analysis of this data and insights from
teen girls across the country in hand, Euro RSCG Worldwide
PR will launch The Sisterhood this spring.This agency within
an agency will offer PR and marketing tools and a dedicated
blog that will help brands sell to and influence teenagers, or
at least join the trialogue—multi-way exchanges of ideas and
opinions among consumers and brands, which matter now
more than ever—as authentic players.
3. As the Great Recession grinds on, marketers and retailers
are pressed to find markets populated with willing-to-spend
consumers. American teenage girls have emerged as one
such market, a demographic heavily motivated by trends1
that wields almost totally discretionary income. The U.S.
Census Bureau reports that the average teen has $2,634 of
annual income from allowance, part-time work and gifts.
That’s in addition to the $5,496 of parental money an
average teen spends each year. All that amounts to more
than $216.3 billion in yearly purchasing power for teen
girls and boys combined.2
These numbers are eye-opening. Teens’ ability to affect a
brand’s bottom line is considerable. But among teens, the
spending habits of girls are drastically different from those
of boys, with girls a more dynamic consumer demographic.
A 2008 market study found, for example,
that both year-over-year (2007 to 2008)
and sequential spending by boys dropped
by 3 percent, whereas spending by girls
was up 6 percent from 2007 but
down 7 percent sequentially.3 This
discrepancy indicates that when it
comes to spending, girls’ peaks
are higher and their troughs
lower; they are inclined to ride
the high tide and mellow in the
ebb of the changing economy.
Does this reflect sensitivity to the
market? An ability to restrain and
moderate spending when times
call for it? A social equilibrium
more given to reaching a tipping
point than that of boys?
Euro RSCG Worldwide PR’s focus on teen girls, including
the November study and this white paper, endeavors to
answer such questions by better understanding the
American teenage girl consumer.
In addition to their purchasing power, this demographic is
also a crucial one because of their engagement with social
media. Teenage girls have been shaped by social media and,
in turn, are shaping its development, particularly at the
synapse points where social media interfaces with shopping.
Since their generation is arguably the first fully wired one,
their habits will determine how relevant markets develop.
Euro RSCG Worldwide’s November 2009 study of social
media revealed that people have come to accept social media
as not just a part of social life but also an enhancement of
it.Tools such as smartphones, SMS, instant messaging,
Twitter and Facebook are no longer used
simply as stand-alone services or devices but
form a social web that is changing how
people think, behave, socialize,
communicate and—of course—spend.
Today’s teenagers, part of the first
generation of people who have never
experienced communication in a
world without the Internet, are
self-taught masters of social
technology and can seamlessly
weave this social media web into
their lives.They include what they
want and need, and ignore, block
or disable what they don’t.
Teenage girls are among the
most widely affected and involved
of today’s social media users.
3
INTRODUCTION
4. TEEN GIRLS SEARCH AND SPENDTOPICALLY
The conventional wisdom is that teens spend countless hours lost online, trolling
haphazardly through fields of digital content, often of potentially dubious moral or
educational value. This image of teen media consumption coincides with the popular
notion of trend-addicted teen girls flocking to the latest fad, on Amazon.com or in the
mall, and snapping up goods in a frenzy.
The sober reality is that while teens certainly consume a lot of digital media, they do so in
a purposeful and targeted way, spending a relatively modest amount of their time online.
In fact, according to Nielsen, teens spend an average of 11 hours and 32 minutes per
month online, well below the average for U.S. adults of 29 hours and 15 minutes.4 The
widespread ownership of mobile platforms such as iPods and
iPhones allows teens to dip in and out of media repeatedly
through the day, including while they’re on the move. According
to a Kaiser Family Foundation study of 8- to 18-year-olds
released in January 2010, 20 percent of their media
consumption occurs on mobile devices, such as cell phones, iPods
or hand-held video game players.5
Our data shows that teenage girls do not indiscriminately
consume media and shop. A full 71 percent of respondents to
the Euro RSCG Worldwide PR survey report that when they go
online, they know what they’re looking for. And what is that?
Friendship and a space to conduct their social relationships.
4
6. For teenage girls, social media and social relationships reinforce each other—almost 8 in 10
use social media to keep in touch with friends. Three-quarters say they are in “constant
contact” with friends via text (Nielsen reports that teens send a daily average of 96 text
messages), Facebook, iChat, AIM or other social media sites or services.
The goings-on at school or among their friends dominate these communications. More than
half (51 percent) say they use social networking sites to keep up with school gossip, while
54 percent fear missing out on important gossip or social events if they are not in “constant
communication” with friends.
“Constant communication,” however, does not mean teenage girls are permanently online; they
dip in and out. They surf the Web and use social media with a high degree of focus, making
quick checks of Facebook, sending lightning-fast IM chats and posting short messages across
online social media platforms. They search rather than browse and actively communicate
rather than passively consume.
6
For teenage girls, social media enables social relationships, which are
conducted, to a significant extent, through the tools of social media.
3,500
3,000
2,500
2,000
1,500
1,000
500
0
Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1
2007 2007 2007 2007 2008 2008 2008 2008 2009
Number of Calls Sent/Received Number of Billed SMS Sent/Received
435
1959
1742
1514
1051
904857
255
286 280 240 238 231 239 203 191
2899
2272
AVERAGE NUMBER OF MONTHLY PHONE CALLS AND TEXTS
U.S. MOBILE TEENS 13-17
SOURCE: The Nielsen Co.
7. TEEN GIRLS HUNT FOR WHATTHEY WANT
The shopping behavior of teenage girls can be compared with the hunting strategies
of birds of prey, which soar high above the land to spot exactly what they want. They’re
keen-eyed and patient, willing to wait until they see the right item at the right price.
Then they swoop.
They know the parameters of what they want: brand and price. With their budgets
limited to the takings of part-time jobs and allowances, teenage girls look for sales,
with 61 percent saying they tend to wait for items to go on sale before buying them.
In addition, 77 percent say they are more likely to buy on sale than at full price.
But, importantly, low price alone is not the primary consideration.
Almost two-thirds say that if they can find a good brand at a
fair price, they tend to justify costly purchases. And
catching a preferred brand—they are very
loyal to their favorites—at a discount
retailer provides a sense of enjoyment
to 7 out of 10 teen girls.
7
9. When it comes to interfacing with a brand about sales and special offers, teen girls prefer to
be the active seeker rather than passive recipient. They show a clear preference for
approaching a brand to find out about sales and special promotions versus having the brand
approach them. Thirty-seven percent say they sign up for e-mail incentives and discounts from
their favorite brands, while 28 percent “browse the Web and subscribe to newsletters” for
coupons and sale updates. Only 19 percent like to become fans of their favorite brands on
Facebook; about three times as many (56 percent) don’t do so.
9
Teen girl shoppers have clear ideas about what they want and
what it feels like in their hands. They know how to find what they
want and prefer to actively seek it out by approaching brands, not
the other way around. And they’re willing to seek out their
preferences at the right price.
10. TEEN GIRLS SOCIALIZE IN GROUPS,NOT FLOCKS
When they find a good deal, teen girls want to share it—but
they’re more interested in tipping off a friend than in
broadcasting the information. Almost two-thirds of girls (65
percent) say that when their favorite brand or store has a sale,
they tell their best friend or sister; 57 percent say that when they
find out about a new brand or trend, they share it with a best
friend or sister.
The means by which girls tend to share this information is key.
Just 5 percent use Facebook and 5 percent use IM; factoring in
e-mail and Twitter, only a quarter of teen girls turn to social or
online media to spread the word about shopping and sales. The
overwhelming majority relies on a much more traditional method
of communication: word-of-mouth.
10
12. Nearly half the girls we surveyed pass along this
information by text message, and 28 percent do so by
phone, which means that close to 8 out of 10 use a
one-on-one form of communication to spread news
about shopping and discounts.
With girls using SMS, phone and social media to
roughly the same extent when it comes to telling
their friends or sisters about other important
topics—fashion and style, entertainment and even
social events—it’s clear that teen girls operate in
segmented social networks.
12
While the average teen girl might have more than 100 friends on
Facebook, she focuses on sharing key information with the one or
two people closest to her.
100
90
80
70
60
50
40
30
20
10
0
Nov. Nov. Nov. Feb. Sep.
2004 2006 2007 2008 2009
% of teens 12-17 who own cell phones
45%
75%
71%71%
63%
TEEN CELL-PHONE OWNERSHIP
SOURCE: The Pew Foundation
13. INTIMACY ISTHE MOST IMPORTANT FACTOR
This approach to communication and sharing bespeaks a culture of intimacy in which
important things are communicated only to important people. When it comes to topics that
play a role in their daily life, teen girls prefer to talk to a select few rather than to a mass
of people, and they would rather be in on a conversation than be part of a big group of
onlookers. They don’t broadcast information on Twitter or even Facebook. They almost
adamantly prefer to both receive and disseminate information by conversing with very
close friends.
Thinking of a teen girl’s intimate circle as exclusionary, however, misses the point. Rather,
the small group formed by two or three girls who think of each other as sisters allows each
to have her say and ensures that each will be heard. Individual identity is not lost, as it can
be in larger groups; on the contrary, it gets highlighted. This intimate group interaction, key
to all aspects of a teenage girl’s life, is better known as sisterhood.
The parallel between how teen girls communicate and how they shop again emerges. Just
as teen girls prefer texting or calling their best friend or sister about sales, trends and
brands rather than broadcasting the information, they also greatly prefer an intimate
dynamic when they shop.
13
15. Shopping with just her best friend or sister, a teen girl will spend 23 percent more than
when shopping with two or more friends. Shopping with a boy, she will spend less than half
(43 percent) of what she spends with her close friend or sister. And shopping with her
mother, who provides access to a larger budget and is also a key member of her intimate
circle, she will spend triple the amount she spends with a group of friends.
This connection is about comfort, as well as trust and credibility: When it comes to getting
an honest opinion, teen girls have the same level of trust with their best friends/sisters as
they do with their mothers. And when it comes to shopping, being able to rely on an honest
opinion is what matters to a teen girl.
15
For the teenage girl, the inner circle is the inner sanctum.
Important interactions, shopping and communication happen
within this circle, where a sense of sisterhood can influence
decisions.
16. THE INDIVIDUAL ME
It’s no secret that teens are me-focused. Researchers from University College London
have even found that the brains of teen girls react differently from the brains of adult
women when presented with questions and situations involving other people. “We think
that a teenager’s judgment of what they would do in a given situation is driven by the
simple question: ‘What would I do?’” says UCL brain researcher Sarah-Jayne
Blakemore. “Adults, on the other hand, ask: ‘What would I do, given how I would feel
and given how the people around me would feel as a result of my actions?’” 6
Teens today live in a world structured for such self-centeredness. This has reached a new
level with the advent of cheap mobile communications and social media. Just about every
teen girl has a cell phone, many of which are Web-connected. The MySpace page is hers,
the Facebook profile is hers. So are the cell phone number, the details on her profile page
and the intimate group of friends who get to learn her secrets.
16
18. Today’s world has been remade for the female teenager—or so it must seem to the teen
girl. That her approach to personal style agrees with this worldview is only natural.
Almost 6 out of 10 teen girls we surveyed said that maintaining a unique personal style
is important to her—that’s roughly double the number of girls who said they like to
follow the same trends and adopt the same styles as their friends.
For fashion inspiration and to keep up with trends, teen girls look to their own role
models, with 42 percent saying their style is influenced by their favorite movie and TV
stars; just 26 percent are influenced by the style of the popular and “cool” girls at school.
18
The teen girl sees herself as uniquely defined by her tastes and
preferences, and wants to feel that uniqueness as she spends
and shops.
19. ME FOCUS BRINGS GIRLS TO PHYSICAL STORES
The Euro RSCG Worldwide social media study found that this narrowing focus on “me”
and “mine” reflects another important trend: hyperlocalism. The refocusing of digital media
on local communities, local shopping and geography-specific microtrends is returning the
consumer to his or her own world. Whereas in its earlier years the Internet was an
amorphous mass of content with little local specificity, today’s Web is becoming segmented
and focused on local communities.
Teen girls in one sense have primarily encountered
the Main Street of their home cities or towns and in
another sense have only known the incredible power
and specialized reach of social media. They want
access to both the local-specific and the me-focused.
Our survey found that more than half of teen girls
(52 percent) say they typically shop at places near
home. And, contrary to any notions that teens are
super-wired cyber-zombies who point and click for
everything, three-quarters of teen girls say they
prefer to shop in stores so they can touch and feel
the items to determine quality, rather than online.
19
21. This need to touch and feel is woven into the wider social experience of shopping. As a social
experience that’s focused on the girl herself, the presentation of brand and store is important.
Nearly half of girls (47 percent) say the music and atmosphere of a store are important
factors in their shopping experience.
There is also a pragmatic barrier to online shopping: 67 percent of teen girls we surveyed don’t
buy online simply because they don’t have a credit card. And 49 percent say that if they had
their own credit card, they would shop more online.
21
Teen girls like what’s theirs, which means they want to shop in
the places they know best. This focus on what they know brings
them into the physical stores in their local communities.
22. THE BRAND APPROACH
Teen girls live in a world where they are empowered by a sense of possessing. They own
media and have control over it—a notion that not long ago was unimaginable. They have an
unprecedented ability to acquire their own products and services. Possession structures their
lives: no longer the family-shared land line but the personal cell phone, the Facebook page
and the WiFi-enabled iPod.
By virtue of this all-encompassing sense of possession, they
are annoyed by intrusions into spaces they feel are theirs. After
configuring her Facebook profile, posting the right photos and
moderating responses to messages, the sight of an irrelevant
ad is a blight. Even the right brand advertising in the wrong
place provokes annoyance. And as one brand manager once
observed of teen girls’ response to brands,“Once they’ve been
turned off to it, it’s hard to turn around.”7
News of a bad experience travels, with 72 percent of girls from our survey saying that an
awful experience (like a good experience) with a brand, product or service is worth telling
“lots of people” about.
Teen girls show a clear preference for making the first move in approaching brands—signing
up for specific e-mail alerts rather than receiving newsletters to browse, searching for
favorite brands at a reduced price rather than browsing for alternate brands or accepting
full-price offerings.
22
24. All this means brands face the challenge of how to meet the teen girl. One key is that as the
vanguard of fully acclimated social media users, teen girls are an important part of another
feature of today’s new consumer world: the centrality of marketing-as-discussion. Teen girls, like
other social media-oriented groups, want to talk about the brands that are important to them—
and they want to talk with the brand as they talk about the brand among themselves.
This notion of a three-way conversation, the trialogue, is important. And with teen girls, it must
be translated into a marketing language that suits their tendency to share and discuss with
their intimate circle. The conversation, which often occurs on social media sites like Facebook,
needs to be tailored to fit within the parameters of text messaging, the social/digital
communication of choice for teen girls.
The rise of social cause marketing online also presents an inroad to the teenage girl market.
While few teen girls give money to social causes, 31 percent use online resources to find out
about ways to volunteer for a cause, and about a quarter use these resources to organize people
in benefit of a cause. While the participation numbers are not exceedingly high, a brand’s
association with a social cause is one way to help develop a relationship with teen girls and their
mothers.Teen girls triple their spending when they shop with mom, so a positive brand image
held by both mother and daughter can result in significant benefits for brands.
24
Teen girls are empowered by owning their own media and communication
devices, and they don’t like any intrusions from brands into that space.
They like to make the first move and be involved in a social-media-based
conversation with their favorite brands. Social causes are one inroad.
25. THE INTENSE MID-TEENS
On many scores, the mid-teen years (15-16) appear to be the most intense—many of the
distinctive female teen attributes are at their most widespread. Girls are no longer kids but
not yet fully young women. In the midst of a massive life transition, these girls are more
likely than other ages to be casting around for connection and assurance. For example, while
77 percent of the overall teen sample communicate by text with their sister(s)/best friend
daily or several times a day, 84 percent of the 15-year-olds do so.
Mid-teens are the most frequent and avid users of
many technologies. We found that 58 percent overall
phone their sister(s)/best friend daily or several
times a day, versus 74 percent of 15-year-olds. The
same applies to e-mail (24 percent overall versus 47
percent of 15-year-olds). It also applies to usage of
less popular tools: Just 4 percent overall use Flickr
often or always for photo sharing versus 11 percent
of 15-year-olds; 9 percent overall use video chat
often or always versus 16 percent of 15-year-olds.
With Facebook, 42 percent overall communicate
daily or several times a day, versus 63 percent of
15-year-olds. And where a huge 78 percent overall
use social networking sites to keep in touch with
25
27. friends, virtually all 15-year-olds do so (95 percent). One big factor driving this intense
usage is fear of missing out on important gossip or social events if they’re not in constant
communication with friends (54 percent overall, 69 percent of 15-year-olds and 70 percent
of 16-year-olds).
Both setting and following trends is especially important to this cohort. While around a third
(35 percent) of the overall sample aspire to be a trendsetter whom other girls will admire and
copy, just under half of 15-year-olds (47 percent) feel this way. A very substantial 84 percent
of 15-year-olds wish they could customize/personalize more of their clothing and accessories
versus 59 percent overall. At the same time, 15-year-olds are more likely to say they like
to wear the same styles and trends as their friends (53 percent versus 32 percent overall).
And 74 percent of the 15-year-olds consider themselves stylish/trendy/cool compared with
58 percent overall.
Expensive brands help give them the confidence they seek; more than half of 15-year-olds
(53 percent) feel more important and substantial on a day when they’re wearing brands that
are known to be more expensive versus 37 percent overall.
Sisterhood—by blood or friendship—provides a crucial sense of connection for teen girls, but
especially for those in their mid-teens. While 49 percent of the overall sample thinks no bond is
stronger than that of sisterhood, as many as 69 percent of 15-year-olds believe this. When they
seek brutally honest feedback, two-thirds overall first turn to a sister or best friend versus
84 percent of 15-year-olds. And 72 percent overall say their sister/best friend knows them better
than anyone else, compared with 84 percent of 15-year-olds and 87 percent of 16-year-olds.
Across the sample, 64 percent believe a sister/best friend is the most important relationship
in life, while 74 percent of 15-year-olds believe so. Correspondingly, a high proportion of
75 percent overall tell their sister/best friend secrets and personal information that they don’t
share with anyone else, but the proportion is even higher among 15-year-olds (84 percent) and
16-year-olds (87 percent). When they get exciting news, 71 percent overall share it with their
sister/best friend first versus 79 percent of 15-year-olds. Not surprisingly, while 63 percent
trust their sister/best friend more than anyone in the world, an even higher 79 percent of
15-year-olds feel this way.
27
Among teen girls, 15 is the pivotal age when teen-ness goes into high gear,
when energy meets confidence and a growing sense of possibilities.
28. CONCLUSIONS AND IMPLICATIONS
FOR BRANDS AND MARKETERS
Boys Want Thrills, Girls Want Relationships
While teen boys seek thrills and spills, teen girls have a more complex agenda in which
relationships play a crucial role. Many activities are driven or supported by their
developing relationships. They use social media to manage and maintain these
relationships in a highly purposeful way. Brands and marketers must ensure they don’t
impinge; to the extent that they’re present, they should be available to facilitate the
interactions.
Customization and Contests
Brands have an opportunity to bring teen girls into their stores (both online and
physical) by coupling contests and customization. Girls are attracted by the ability to
modify and personalize goods. And to do so as part of a team—with her best friend
and/or sister—provides a social motivation for girls to get involved with brands and
campaigns.
Brand-and-Price Nexus
Teen girls buy when they find the correct nexus of brand, price and environment. They
will not compromise on brand. With more time than money, however, they will wait until
they find their brand at their price. To maximize unit sales, stores must offer the right
brands at the right prices—and those must be presented in the right ambience, where a
girl can feel comfortable enough to engage in the social experience of shopping.
Knowing Who Each Teen Girl Is and What She Prefers
Knowing teen girls is about knowing each teen girl. An accurate profile of a teen girl—
her pop culture role models, her favorite bands and her shopping history—makes all the
difference in marketing to her successfully. Social media provides unique opportunities
for girls to compile this information for brands in exchange for access (or alerts) to
special offers.
28