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Keeping Up with the Teen MarketTeenagers are a sought after demographic, but their tastes are often unpredictable. What appeals to them today will more than likely be considered old news tomorrow. At the CEO Roundtable in December, Peter Zollo of Teenage Research Unlimited (TRU) presented an overview of this elusive market segment based on his company's syndicated studies. The first key to understanding them, he said, is recognizing that teens are more alike than they are different. These similarities are seen in: *Need states - The need for acceptance, belonging, and affiliation is more palpable during this time of life than any other. This is a uniform phenomenon among this age group. *Milestones - Getting a driver's license, going on a first date, and graduating high school are just a few of the hundreds of universal milestones teens experience, all within an extremely short amount of time. *Day shapes - Teens' days follow essentially the same pattern as opposed to the many different types of days adults may experience in the workforce. What this means is that the traditional view of teens as a segmented group that shies away from marketing is a myth. This age group consists of nearly 33 million people nationwide who are going through essentially the same experiences, at nearly the same time, and therefore can actually be easier to reach than other segments. The difficulty comes in figuring out what message to carry when you do connect with them. This is what the researchers at TRU specialize in. "It's a challenge to stay on top, to stay connected," says TRU Vice President Michael Wood. "Just when you think you've heard it all, something completely unexpected comes up that no one could have predicted." Wood, head of TRU's syndicated division, will deliver the Elam Lecture at AEP's 2005 Educational Publishing Summit, presenting some of the most up-to-date information available on the teen market. Questions, ideas, or in need of more information? Please contact Stacey Pusey at 302-295-8349. |
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