One of the powers of branding is that brand preference sticks with consumers for a long time. Marketers who are able to catch the attention of younger consumers can find themselves with a customer for life if they treat them right. Unfortunately, reaching teens isn’t something marketers are terribly good at. By the time you’re old enough to be a marketer, you’re pretty far removed from the teenage mindset. Thankfully, we have statistics. Recent studies by Nielsen and other research teams have produced data that can help marketers. Here are 10 recent stats to help marketers reach tweens, teens and young adults.
A recent study on media by Nielsen reported that 80% of US teens 14-17 own smartphones and 90% of those teens watch videos on their devices.
The study also found that kids spent less time watching TV with adults as they grew older. According to the researchers, 54% of kids aged for 2-4 watch TV with adults, it’s 41% for kids age 5-7 and the rate drops to just under 30% of US kids by ages 8-17. This means marketers who are trying to reach parents by advertising on kids programs are reaching fewer adults as the kids age.
As one might expect from a generation on the go, most teens access the internet via mobile devices. Only 29% of US teens aged 14-17 use the internet via a desktop computer.
The Nielsen research also showed that teens still watch a lot of traditional television. According to the study, 95% of US children aged 2-17 watch over 20 hours of TV per week.
Contrary to popular opinion, books still matter to teens. A different study from researchers at Nielsen found that 45% of US teens are influenced by references to books on social network sites.
A report from L2 showed that teens make up a smaller percentage of Facebook’s audience than in the past. 5.4% of US Facebook users are between the ages of 13 and 17, down from 8.9% in 2011. However, it’s important to remember that this can easily be explained by the growth of Facebook with other demographics like older adults and seniors.
Though technology has changed much about adolescence, some things remain the same. Teens still love to go to the movies and they often go as a group. A Nielsen study found that 66% teens and young adults (12-24) usually go to the movies in groups of at least 3 people.
A more recent study from Nielsen that focused on how to reach moviegoers found that 58% of US moviegoers aged 12-24 pay attention to text, email, and social media ads. This is significantly higher than the rates for older demographics.
Another thing that has remained the same from 30 years ago is video games. A Nielsen study from the end of 2014 reported that 90% of US children aged 6-12 play video games.
This finding echoed a study from Pricewaterhousecooper that found 97% of US children aged 12-17 play video games, for an average of 1 hour per day.
Teens and young adults are the future of businesses because the impressions they develop of a brand now will stick with them for years to come. It’s at these ages that people start establishing preferences for one brand over another, so using the above information to reach teens is vital for the success of certain kinds of products and brands.
Understanding the target audience is necessary for any marketing campaign that wants to be successful. For more information to help you reach your target demographic, read this article with 9 stats to help you reach your target demographic.