Category Teen Talk
According to the Retrevo Gadgetology Report, an ongoing study of people to understand the changing role of parents in this new age of technology, today’s parents have a whole new world of social tools to consider when it comes to raising their children. Leading the way in most digital activities are iPhone owning parents, or “iParents,” coined by the report.
When compared with the general parent population, iPhone owning parents are more likely to be social on Facebook than the average parent. The study found that 13% of iPhone owning parents had more than 500 Facebook friends as opposed to only 8% of all parents who had more than 500 Facebook friends. Conversely, only 5% of iPhone owners were likely to have a small amount of Facebook friends, as opposed to 20% of all parents.
According to a timely AMP Insights Holiday Shopping Behavior survey looking at teens between the ages of 13 and 19, with 45% male and 55% female respondents, 39% began shopping on Black Friday and another 29% started a month ago.
Teens have deep pockets:
* 49% are planning on spending over $150 on gifts for others this holiday season
* 20% are planning on spending over $300 on gifts for others this holiday season
They’re planning to give gifts to those closest to them:
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.
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.
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.”