Abstract
The Teens Market in the U.S., a new Packaged Facts report, provides a
comprehensive analysis of the consumer behavior of the 26 million 12- to
17-year-olds who comprise the teens market. With an aggregate income of $80
billion, teens represent an important consumer segment in their own right.
Moreover, parents spend another $110 billion on teens in key consumer
categories such as apparel, food, personal care items, and entertainment.
Twenty-first-century teens are among the first Americans to grow up using
computers and engaging with the Internet as part of their everyday routine.
The report demonstrates how teens are on the cutting edge of the media
revolution now underway in the American consumer economy and highlights what
marketers can do to attract the attention of this important consumer segment
both now and in the future.
The report begins with an assessment of the size and growth of the teens
market and a demographic profile of teen consumers. The next section of the
report focuses on how teens spend their time, beginning with their involvement
with computers and the Internet. The report continues with an in-depth look at
how social networking sites have changed how teens relate to their friends and
the world at large. There is a separate chapter on the leisure and
entertainment choices of teens, including books, video games, music, watching
movies at home, and going out to live entertainment events, the movies, and
restaurants. An analysis of teens' media consumption includes an assessment of
trends affecting magazine readership, the effect of multitasking on television
viewing, and the impact of the Internet on traditional media usage.
The next section of the report analyzes how teens spend their money. This
includes chapters on the sources of teens' income; their shopping behavior and
buying patterns, both in stores and online; and highlights of consumer
behavior in fashion, personal care, and food.
The report concludes with a section analyzing emerging trends in the teens
market. A chapter on advertising and marketing approaches highlights the
impact of social networking sites on marketing to teens today, while another
chapter provides an overview of strategic trends and marketing opportunities
in the teens market.
Report Methodology
The information in The Teens Market in the U.S. is based on both primary and
secondary research. Primary research involved interviews with experts, public
relations and industry analysts in firms that specialize in teen market
research. The report features unique analysis based on the Simmons Market
Research Bureau Fall 2006 National Consumer Survey and Fall 2006 Teen National
Consumer Survey. Secondary research entailed data-gathering from relevant
trade, business, and government sources, including company literature.
About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts
reports analyzing demographic trends and marketing strategies in key consumer
segments. Topics have ranged from kids to mature consumers to multicultural
groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have
co-authored several Financial Times Business Reports on strategic business
issues and have provided market and competitor intelligence studies for
clients in a variety of industries. Dr. Brown has a B.S. from Georgetown
University and a Ph.D. degree from The George Washington University. Ms.
Washton has a B.A from Skidmore College and an M.A. from the State University
of New York.
How You Will Benefit from this Report
If your company is interested in understanding and reaching the teen market,
you will find this report invaluable, as it provides a comprehensive package
of information and insight about teenage consumers not offered in any other
single source. You will gain a thorough understanding of the current
demographic profile of the teen population. Contributing to that understanding
will be a complete analysis of data from published and trade sources, and
in-depth examinations of the economic and societal trends that influence the
consumer behaviors of this large and influential segment of the population.
Plus, you' ll benefit from extensive data, presented in easy-to-read and
practical charts, tables and graphs.
This report will help:
- Marketing Managers identify market opportunities and develop targeted
promotion plans for teen products.
- Research and development professionals stay on top of competitor
initiatives and explore demand for products targeting the teenage population.
- Advertising agencies to develop messages and images that compel teen (or
their parents) to purchase these products.
- Business development executives understand the dynamics of the market and
identify possible partnerships.
- Information and research center librarians provide market researchers,
brand and product managers and other colleagues with the vital information
they need to do their jobs more effectively.
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