Youth Marketing Statistics

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TV Ads Most Helpful; Web Banners Most Ignored

More than one-third of Americans (37%) say that TV ads are most helpful to them in making a purchase decision, while nearly half say they ignore internet banner ads, according to (pdf) a poll from AdWeekMedia and Harris Interactive.

In terms of the helpfulness of ads in other media, newspapers rank second behind TV, with 17% reporting that newspaper ads are most helpful, while 14% say the same about internet search-engine ads:

Teens between ages 13 and 17 listened to more online music in 2008 than they did in 2007, but acquired 19% less, according to research from the The NPD Group, which reported that this decline includes a combined 26% decrease in CD purchases and a 13% dip in paid digital downloads.

In the case of paid digital downloads, 32% of teens purchasing less digital music expressed discontent with the music that was available for purchase, while 23% say they already have a suitable collection of digital music, according to NPD’s music tracking surveys. Nearly one-quarter (24%) of teens also cited cutbacks in overall entertainment spending as a reason for buying fewer downloads.

"Figures from MobileYouth, a research consultancy which tracks technology use by youngsters, found that 52 per cent of UK children aged five to nine have a mobile. Among ten to 14-year-olds, usage is running at almost 85 per cent."
Source: MobileYouth report, cited by the Daily Mail, 254th June 2009

Forty-eight percent of Americans said they would drop their mobile data plan completely if circumstances dictated they must reduce household expenditures, according to a new consumer study published by Strategy Analytics' Multiplay Market Dynamics service.

Posed with the scenario "Imagine that, due to household budgetary constraints, you have to reduce home entertainment /communications services expenses," only 10 percent of respondents said they would halt their home broadband subscription, while 12 percent said they would eliminate digital television and 19 percent would sacrifice mobile voice services.

"Given the extraordinary importance consumers place on home broadband, we fully expected broadband to have a high ‘keep rate,'" said Strategy Analytics Multiplay Market Dynamics Service director Ben Piper in a prepared statement. "What surprised us was the vulnerability of mobile services."

Under the same scenario, 17 percent of respondents told Strategy Analytics they would scale back to a lower mobile data tier, 33 percent said they would leave their service unchanged and 2 percent said they would upgrade to a higher tier. At the same time, only 21 percent of broadband subscribers said they would scale back to a lower tier, and 2 percent would move to a higher tier. "These results suggest that, while American consumers consider home broadband service to be a vital utility, they see mobile data service as simply a ‘nice to have,'" said Strategy Analytics Digital Consumer Practice vice president David Mercer in a statement