Category Teen Talk
eBrand Media Research Brief: Texting talks for teens and twenties
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
Results from the second annual Vlingo Consumer Mobile Messaging Habits Report show that, this year, nearly 60% of mobile phone owners use their phones to text, with 94% of teens the largest user group, and 20-somethings at 87%. Among those in their 40s, usage jumped from 56% in 2008 to 64% this year, and for those in their 50s it jumped from 38% to 46%.
Texting is also gaining on sending/receiving calls as the primary use of mobile phones, with 35% of all respondents using their phones for texting more than for phone calls. Almost half of respondents do both in equal numbers.
The volume of text messages has gone up as well across all age groups, although the 13 to 19 age group remains the most active, sending more than 500 texts per month on average.
Posted by Tom Polanski in Teen Talk on June 5th, 2009
eBrand Media Research Brief: TV elevates brand status and perception of quality for young people
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
According to study results released by MTV Networks International, reported by MarketingCharts, television remains the most effective medium for reaching today’s youth, and it also is most efficient for introducing young people to brands and helping to shape their decisions about purchasing. The study finds that one in four young people between ages 12-24 report that they first see or hear of brands or products from TV ads, and 60% claim that TV ads play a role in their brand decisions.
A brand’s appearance on TV elevates its status and gives it an image of quality among youth, the study found. In addition, young people tend to trust TV channels, with the majority of youth reporting they have a favorite channel that they always tune into (80% in US, 73% in UK, 70% in Germany and 88% in India). Japanese youth have much less affiliation to particular TV channel (38%).
Though TV is important to youth in and of itself, it also is one of the most dominant ways of directing youth online, with both TV and Online media becoming increasingly interrelated, says the study. Both media contribute to the pathway to purchase, though the study reveals that brand image matters more on TV, while information and validation matter more Online.
71% of the respondents agree that the internet makes choosing a brand easier, while blogs, review sites and social networking sites are increasingly important in affecting brand decisions. Website reviews are the fourth most important factor for movie decisions (behind friends, TV and cinema ads) and they play an equally important part as official websites when youth are looking to purchase electronic items.
Posted by Tom Polanski in Teen Talk, Trend Tracker on May 13th, 2009
Teens Online Buy Stuff, Prefer Reality Over Virtual Sometimes, And Have Concerns
From Tom Polanski, EVP, eBrand Media and eBrand Interactive
New research from OTX and The Intelligence Group studies teens’ online behavior, finding that teens are spending an average of 11.5 hours per week online, doing everything from instant messaging and visiting social networking sites to shopping and listening to music, but dispels myths that this group wants to do everything online. The study did find that 24% of teens are spending more than 15 hours a week online.
The study determined that teens chose reality over virtual reality in many aspects of their lives. Given the choice, teens prefer:
Real friends (91%) to online friends (9%)
To date someone from school (87%) over someone from the Internet (13%)
To shop in a store (82%) rather than shop online (18%)
To get their locker vandalized (63%) versus their homepage (37%)
To IM a friend (54%) instead of calling (46%)
Jane Buckingham, President, The Intelligence Group “… (the) report shows this group to be complex, sophisticated consumers and media users, just as we all are.”
Posted by Tom Polanski in Teen Talk on October 27th, 2008
Hey Teens! Flipping Burgers isn’t Your Only Option Anymore…
By Tom Polanski
It’s a painful realization for many teens: money really doesn’t grow on trees. But if you need some extra cash – you don’t have to look far. In fact, you can start your own business almost for free. All it takes is a little research, a dash of dedication and these five tips: Read the rest of this entry »
Posted by Tom Polanski in Teen Talk on May 6th, 2008