issues media adconference sskey

Slide1: 

Tweens & Teens Media Landscape

Tweens and Teens: By the Numbers: 

Tweens and Teens: By the Numbers Tweens: 19.6 million Ages 8-12 (sometimes classified as ages 6-12 or 8-14) Skews slightly male: 51% male, 49% female Teens: 33.5 million Ages: 12 - 17 Skews slightly male: 51% male / 49% female Student Population: 31.5 Million (94%) Tweens and Teens: Racially diverse: 1 in 3 is non-white White 67% (TW), 65% (T) Hispanic 16% (TW), 16% (T) African American 13% (TW), 16% (T) Asian 5% (TW), 1% (T) Population by Age, Sex, Race & Hispanic Origin: 1999 to 2100, U.S. Census Bureau, July 2006 Projection

Spending Power: 

Spending Power In addition to their significant size, the tweens - teens confer unique power and significance for marketers: Direct spending power Tweens: spent $30 billion of their own money Teens: $209 billion per year Influenced spending power Estimates are that Millennials influence as much as 3x their direct spend Tweens: impacted $126 billion of their parents’ money in 2004 and forecasted to influence $150 billion by 2007 Future spending power Teen spending is expected to increase to $190 billion in 2006. This represents an increase of 10.5% between 2001-2006 82% of teens say they’ll spend more/same next year “Coming of Age in Consumerdom,” American Demographics, 2004, TRU Study, Spring 2006, James McNeal, 2003 & 2004

What Influences Tweens as Consumers?: 

What Influences Tweens as Consumers? Do not consider themselves kids, but not yet teens Live in both reality and fantasy worlds Want products their friends have Beginning to identify strongly with brands Solicit input and approval from mom and dad

What Has Shaped Tweens as Consumers?: 

What Has Shaped Tweens as Consumers? Growth in Technology Tech-savvy Multitaskers Increasing connectivity to friends, social network Greater exposure Growth in Advertising Media-savvy Growth in Product Options Customization

Tweens: Tech-Savvy Multitaskers: 

Tweens: Tech-Savvy Multitaskers Tech-Savvy 80% play games online 72% e-mail 58% chat or post messages on message boards Being sent to their room can be fun: 59% have a CD player 56% have a TV in their room 36% have a video game console 16% have a computer in their room Multitaskers 27% of tweens multitask Common multitasking activities = homework, IM’ing friends, listening to music, watching TV The Great Tween Buying Machine, MRI 2005, Marketing to the New Super Consumer: Mom and Kid, prmediaconnection.com

Teens: Tech-Savvy Multitaskers Too: 

Teens: Tech-Savvy Multitaskers Too Today’s teens adopt all types of technologies to keep in touch with friends and stay aware of the latest trends 87% have Internet access at home 54% play games online 47% have made purchases online 56% own a cell phone 14% have purchased ring tones in the last month 9% have downloaded free ring tones 54% play games on their phones Multitaskers Viewers with Digital Video Recorders (DVRs) skip about 70% of ads Only 18% of teens say that they watch TV commercials 23% of teens change the channel during commercials When they’re watching TV, they are keeping in touch with their friends (Internet, IM, e-mail, cell phone, etc.) TRU Study, Fall 2005 and 2004 Teen Mark

Custom Consumer: My Way, NOW: 

Custom Consumer: My Way, NOW I want a … Grande Decaf Soy Macchiato Extra syrup Extra Hot Whip cream Chocolate sprinkles

Slide9: 

A.M. P.M. homework computer activity MP3 A Day in the Media Life

What Impact Does This Have on Traditional Media?: 

76,000,000 $1,500,000 $2,000,000 51,000,000 What Impact Does This Have on Traditional Media? While advertising costs continue to increase, ROI decreases “Advertisers paying $2M to be 'Friends' with NBC for finale,” Reuters, April 2004

So What Does This Mean for Advertisers?: 

So What Does This Mean for Advertisers? Teens and, increasingly, tweens, are empowered consumers They control their media experience and own the tools to avoid traditional commercial messaging Advertising landscape is more cluttered than ever, making engagement the holy grail for marketers

Advertising Mix is Evolving: 

Advertising Mix is Evolving

Looking for New Ways to Engage: 

Looking for New Ways to Engage To keep up with young people’s evolving media consumption, advertisers are experimenting with new types of integration Branded entertainment Peer networks Online social networks User-generated content Ambient media Cause marketing

Slide14: 

cause supporters

Slide15: 

The Tragedies Experienced By Today’s Teens ‘87 ‘89 ‘93 ‘95 ‘96 ‘99 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06

Cause Marketing: 

Cause Marketing Teens’ purchase decisions are influenced by which brands are giving back to the community and supporting causes What influences teens’ purchase decisions? 49% - if product is made by a company that is socially responsible 43% - if product is manufactured in a way that is animal friendly 42% - if product is manufactured in a way that is environmentally safe 66% of teens surveyed are worried about the state of the world and feel personally responsible to make a difference Source: AMP Insights, 2005 and AMP Insights and Cone, Inc., 2006

Teens Look to Companies to Make a Difference: 

Teens Look to Companies to Make a Difference 80% of teens agree or strongly agree that companies have a responsibility to support social and/or environmental causes “I think when you’re getting so much like money from everyone in a community, like it’s good to give back to the people of that community that need your help.” However, teens are naturally skeptical about companies and feel they must be completely honest when sharing their socially responsible initiatives “Every company is untrustworthy in some ways because what’s on their commercials is not necessarily their products, and how they advertise is not necessarily what you’re gonna get. And you always keep guessing…” Source: AMP Insights / Coin 2006 Study

Questions?: 

Questions? Samantha Skey SVP, Strategic Marketing Alloy Media + Marketing SSkey@AlloyMarketing.com