Overview
Introduction
Teenage marketing has been subject to a boom over the last few years. New insights have been accompanied by finer segmenting of the teenage market. However, marketers in many industries are making a U-turn as they realize the small size of the market precludes successful subsegmentation. This report answers the question as to whether this is also true for banks.
Scope
- UN and proprietary data on the size of different teenage market segments
- Proprietary data on income levels of teenagers
- Analysis supported by Financial Services analysts as well as academics and consumer experts
- Coverage of Western Europe, with country data for Germany, France, the UK, Spain, Italy, Sweden and the Netherlands
Report Highlights
Teenagers made up 8.8% of the total Western European population in 1997. By 2007, this will have fallen to 8.2%. The total European market value is 6.0bn for tweens and 10.5bn for 14-to-17 year-old teenagers in 2002. The effect of independence parenting will be that current and future generations of teenagers will have much more of a say over who they bank with. Current approaches to marketing to tweenagers often fail to take into account the level of development of tweenagers and their need to affirm their maturity.
View Cart
