Flip through a magazine or walk through a mall and one thing is “obvi”: so much of today’s marketing targets teenagers. From retail chains to tech giants, it seems everyone wants a share of the 13 – 19 year old market.
What makes teenagers such an important market segment? America’s 26.8 million teens “wield significant purchasing power”. Though their individual incomes may be modest (averaging $2,841 to $4,972), teens collectively earn about $92.5 billion per year. And thanks to mom and dad, who cover mortgage payments and other necessities, most of this income is discretionary. Teens can spend it on shoes, make-up, iPods, movie tickets, or “whatevs”!
Teenagers are also an attractive cohort because “traditionally, their brand preferences aren't yet firmly defined”. Through savvy marketing, companies can “capture the attention and loyalty of this demographic while they’re young and impressionable”, resulting in lifelong clientele.
Finally, teenagers “tend to be early adopters" of new products. They often set trends – not just among peers but also other demographic groups. Consider, for example, technology: “Teens are now passing technology down to their parents, not the other way around…they were the ones telling their parents to buy iPhones and tablets. They were the driving force behind their family's technology switch".
Despite the importance of the teen market, many market research companies choose not to survey this generation. Some cite legal concerns, as teens aged 13 – 17 are minors. Others argue that finding a random sample of teenagers is too difficult (and thus expensive). After all, only about 8% of the US population are teens, and virtually all use unlisted cell phones as opposed to landlines.
Opinions4Good, however, will survey anyone “13 years of age or older”. As a result, we have built a sizeable teen panel, gaining unique insight into the teenage market. While you have to be 13 years of age or older to join the Op4G panel, we've worked on many projects in the past inviting parents and their younger children to participate in surveys.
Op4G has a lot of experience in this area. Recently, we completed a project for the University of Pennsylvania Childrens Hospital of Philadelphia where we recruited parent and child dyads and children who have second or third grade reading levels. Op4G worked with University of North Carolina to survey parents and their adolescent children.
To learn more about our market research on teens and how your company can benefit, please contact: firstname.lastname@example.org.