Youth has always been a very difficult to approach TG for marketers and they are in a constant quest of reinventing reliable ways to connect with this effervescent target group.
How to influence these young buyers remains a question of great importance always. WSJ reports that teens do not email, the best way to get through to them is innovative texting. And few brands are doing just that to experience stupendous success.
As per a global survey it is revealed that texting is the dominant daily mode of communication between teens and all those with whom they communicate.
The volume of texting among teens has risen from 50 texts a day in 2009 to 60 texts for the median teen text user.
March data on teenage internet users in the US from Common Sense Media, a non profit that advocates for kids and families, shows that adolescents do not prefer electronics to face-to-face contact.
Nearly half of 13- to 17-year-old respondents said their favourite way to communicate with friends was in person. Texting was a close second, though, with one-third saying they preferred it.
Among those who liked texting better, 30% said it was the quickest way to communicate, 23% said it was easiest and 16% said it gave them more time to think about how to respond. For those who preferred face-to-face communication, 38% indicated that it was more fun, while 29% said they could better understand what people mean in person.
According to WSJ brands like Vans and Charlotte Russe are finding that teens respond to marketing texts with alacrity and with far higher response rates than other methods.
Resulted, "Forward 2 ur girls!" urged the text message last week. Using the text-speak that many teens see as their own secret code, trendy retailer Charlotte Russe was inviting customers to a "Happy Hour"—a late-afternoon sale offering $1 sunglasses for every $30 purchase.
These high fashion brands are following teens with their innovative images and videos to lure them into making a purchase.
a research by Pew Internet & American Life Project found that 63% of all teens say they exchange text messages every day with people in their lives, including their parents. Also, nearly half of all teens send and receive text messages with friends daily.
For teens, cell phones appear to correlate with social privilege. Nearly 90% of older teens (aged 14-17) have a cell phone, while just less than 60% of 12- to 13-year-olds have a cell phone. White teens are most likely to have a cell phone (81%), vs. 72% of black teens and 63% of Hispanic teens.
More than 90% of teens from households earning $75,000 or more annually have a cell phone, compared with 62% of teens from households earning less than $30,000 per year. Also, teens who live in the suburbs or whose parents graduated from college are most likely to have a cell phone.
Only about one in four U.S. teens currently uses a smartphone, says Pew, in contrast to about 46% of U.S. adults. Interestingly, Pew found that smartphone-using teens are slightly less likely than teens with simpler feature phones to have recently used a computer to access the Internet. However, teens with smartphones also are "substantially more likely than other teens to have used a tablet computer to go online in the last 30 days."
This rapid rise in texting has led to confrontation as parents and schools try to control cell phone use. The report finds that parents are trying a variety of ways, from monitoring content to limiting the time of day or number of minutes children may talk or text. Many parents surveyed — 62 percent — say they've taken away their child's cell phone as punishment, though Lenhart says this can backfire: Parents often give children cell phones to keep track of their whereabouts, and don't like giving up that easy access.