marketing to tweens&teens fuse lima 2010
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Marketing to Tweens &Marketing to Tweens & Teens: Insights, Strategy
and TacticsPresented by Bill Carter, Fuse
July 2010
11
Contents
• Teens & Tweens: Who They Are• Market PowerMarket Power• Technology, the Internet, and Social Media• Gamingg• Music• Sports • Fashion• Other Product/Cultural Trends
22
Fuse
Offices in Burlington
Founded in 1995
Offices in Burlington, VT & New York, NY
For more information Founded in 1995 see fusemarketing.com
Fuse develops marketing
strategies that h Brand Strategy F i l di th reach a mass
market while maintaining legitimacy
throughout youth culture
Brand Strategy, PR/Social Media, Event
Marketing, Design, Interactive
Fuse is a leading youth culture marketing services agency
33
Teens and Tweens: Who They Are
4
Population
Teens (Gen Y, Mill i l ) d Millenials) and tweens (Gen Z,
iGeneration, NetGen) are 8-19 year olds
born between about born between about 1991-2002
About 55 million in total or nearly 20%
f th US
Most ethnically diverse
generation to date (one in of the US
population
date (one in three is non-Caucasian)
33
55
Born At The Right Time
1991
Internet madeavailable
1996
Ebay goes live
2001
Wikipedia goes onlinecommercially
y g online
66
Social/Environmental
• 83% will have more trust in a company if it is socially/environmentally responsible3, 7y y p
• Nearly ¾ are more likely to pay attention to the company’s message if they are deeply committed to a ca se3, 7to a cause
• 69% base their shopping decisions on a company’s social and environmental p ycommitments3, 7
• Almost 90% would likely switch brands (if quality d i l) if d b dand price are equal) if a second brand was
associated with a good cause7
• 66% consider a company’s commitments when
77
66% consider a company s commitments when recommending it7
Historic Concerns
Money (and the current recession)
Independence (“DIY”)
Happiness
( DIY )
Happiness
88
Free Time
Friends Gaming
M i
Friends Gaming
Movies/DVD’s (mostly on the Music (mostly on the weekends/Su
mmer)
Free TV Internet
TimeTV Internet
99
Television
• Teens and tweens still watch a lot of TV – about two hours per dayp y
• While they watch TV, they multi-task: do homework, talk to friends on the phone, and spend time onlinetime online
• Fuse Teen Advertising Study available for free download here (http://www.fusemarketing.com/Youth_Research) in 2009 indicated teens approve of/think its appropriate for advertisers to reach them throughappropriate for advertisers to reach them through TV (ranking it the highest among any media)
1010
Market Power
11
Market Power
Spending power d $200 billi
6exceeds $200 billion
They buy
Gen Y influences another $300 -
They buy products that are either
cheap or $300 -$400
billion33
pelite, not
much middle ground
8
Spend an average of $30 per mall visit
33
1212
$30 per mall visit
Where Money Is Spent
• Tweens spend money on entertainment and things they can use at home with their friends since they y yare less independent• Video games, music, toys
• Teens spend money on activities away from home because they are more independent• Going to the movies eating outGoing to the movies, eating out
1313
Spending Habits
More brand loyal than you’d think, more than
50% purchased the same b d t t f th 15% of total spending is 1 44% go to the mall at 1fbrand on two out of three
of last shopping trips across all brand
categories32
15% of total spending is done online
1e 44% go to the mall at least once every month
1f
19% of their disposable income is spent on
5.6% on accessories/personal care 14% buy four or more
i f j i 1fincome is spent on
clothing1d accessories/personal care
items1d pairs of jeans in a year
10% of 12 – 19 year-olds have their own credit 1e
1414
card1e
Consumer Profile
• They are critical and highly savvy consumers• Price is the number one purchasing factor for 70% ofPrice is the number one purchasing factor for 70% of
this population2
• One-quarter consider brand names as an important 2factor when buying new products2
• They are turned off by blatant branding and the hard sellsell
• They like products that let them show individuality8
1515
Consumer Profile
• They want to discover products, but on their terms and in appropriate places
• 52% of males and 38% of females “couldn’t care less” about advertising, while 44% say that it has no impact on their purchasing decisions2no impact on their purchasing decisions
• They are in constant contact with friends by cell phone, IM, email and online social networks
• One-third say their friend’s opinions impact their purchasing decisions2
1616
Technology, the Internet, and Social Media
17
Born Into Technology
Tweens and teens were born into a world that already included:• 24 hour cable TV news and
ientertainment • Mobile phones• Video gaming industry with multiple console and hand‐held brands
18
Technology Usage
Technology Approximate Percentage of Tweens/Teens UseTweens/Teens Use
Computer 80
Cell phone 80 (for teens)
DVD player 85
Gaming device 75g
19
Internet
Social
VideoMedia
Video Sharing Search
Most
g
Most Popular
Destinations
20
• E mail while still used by tweens and teens• E-mail, while still used by tweens and teens continues to diminish in importance
• Rapidly being replaced by daily use of IM and social p y g p y ymedia (Facebook and twitter in particular)
• Marketers should not expect youth to communicate with them by email but rather social media norwith them by email, but rather social media – nor should marketers consider e-mail a marketing tactic
21
New Sites
• How they learn about sites is critical for marketers• Most important are referrals from friends (includingMost important are referrals from friends (including
discussions with friends on Facebook) • Links from other sites are very important too
22
Mobile Phones
• Over 80% of teens have mobile phones and over 50% of tweens have them
• In addition to talking to friends, they use mobile phones for texting, playing games, and taking pict res/ ideopictures/video
23
Social Media
FacebookFacebook
MySpace
twitter Tumblr24
Social Media
• Connecting with friends is by far the most prevalent reason youth uses social mediareason youth uses social media
• Meeting new people is not a key use, and should be noted by marketers trying to introduce their brands online
25
Gaming
26
Who’s Playing
• Age gamers• Under 18: 31%Under 18: 31%• 18 to 49: 44%• 50+: 25%
• The average game player is 33 years old and has been playing for 12 years
• 61% of teens (80% males and 42% females) play• 61% of teens (80% males and 42% females) play video games in a given week
• 38% of all players are women
27
Frequency
• Youth who game spend about one hour per day doing itg
• They purchase just a handful of new games per year
28
Consoles & Handhelds
• Most videogame play is on a console• PS and XBOXPS and XBOX
• Tweens and teens also do a significant amount of gaming online/through websitesT lik l t h dh ld th• Tweens are more likely to use a handheld than a teen• Wii and Gameboyy
• Fuse’s Teen Advertising Study in 2009 found that only 10% of teens think in game advertising is acceptable way to reach themacceptable way to reach them
29
Casual Gamers
44% of game players say they play online for one or more
More people spending more time playing Web Browser mini‐games such as poker
th l i “ i ” M ltiplay online for one or more hours per week than playing “serious” Multi‐
Player Online Role‐Playing games like World of Warcraft
The average adult woman gamer plays games 7.4 The average adult man gamer
l 7 6 h / kg p y ghours/wk plays 7.6 hours/wk
Females average two hours of game play
more per week than they did
30
more per week than they did a year ago
Music
31
Music Basics
Youth listen to music more than five hours per day – far exceeding other media and entertainment
Most new music is
found on the inte net and
Nearly half of teens prefer to
buy music online (digital internet and
from friends(digital
downloads) versus at a retail store
Even young teens spend over $25 per month on
music
3232
Downloads
• iTunes is the dominant player and as much as 7x more popular than its nearest competitormore popular than its nearest competitor
• Amazon.com is surprisingly popular, while retail sites like FYE.com are not
3333
Sports (Action Sports)
34
Importance
• Sports such as skateboarding, BMX and snowboarding that embrace individuality, creativity g y, yand style
• These sports have high rates of youth participation and spectatorship (33+ million participants18)and spectatorship (33+ million participants )
• For many, they are a complete lifestyle rather than just an activityj y
3535
Growth
• The fastest growing sports in the US are action sportsp
Sport Total Participation* 6 Year % Growth**
S fi 1 936 000 +38 8%Surfing 1,936,000 +38.8%Skateboarding 10,592,000 +47.3%
Snowboarding 7,110,000 +30.2%
Wakeboarding 2.843,000 +26.2%
BMX 2,642,000 NAM t / FMX 5 000 000 NAMotocross / FMX 5,000,000 NA
Freeskiing 3,500,000 NA
Totals 33 623 000
3636
Totals 33,623,000
Acceptance
• Teens today are the first generation to grow up in a society that accepts action sports
• Parents attend action sports events like they attend soccer or baseball gamesF iliti th t f t ti t ti t• Facilities that foster action sports continue to emerge
• Skateparks (over 2,000 parks in existence)• Ski / Snowboard terrain parks• Ski / Snowboard terrain parks• Action Sports Camps (Woodward, Point X
Camp, Mount Hood)
3737
Action Sports Influence
• Youth that don’t skate/surf/snowboard still want to identify with the lifestyles associated with these sportsC b b d j k t f• Consumers can now buy snowboard jackets from non-snowboard brands like Old Navy, black slim-legged skate/punk inspired jeans at the Gap or board short inspired sheets at Pottery Barnsheets at Pottery Barn
3838
Fashion
39
Trends
• 48% of youth consider fashion and trends when making a purchase2g p
• 26% females and 19% males say trends influence their purchase2
• Thrift and vintage stores increased the most in terms of where young mostly people buy their clothes4
• Spending on T-shirts denim jeans and footwearSpending on T shirts, denim jeans and footwear, specifically sneakers, have increased on average since spring of 20064
• Stores such as Target and H&M have commissioned well-known designers to create accessible well-designed products
4040
accessible well designed products
Denim
• Media exposure and visibility is on high end denim brands like Paper Denim and True Religion ($150 - $250 per pair), p g ( p p ),but this is not a youth phenomena
• Youth generally spend under $40 per pair, but buy on a erage si se en pairs per earaverage six-seven pairs per year
• Levi’s still #1
4141
Sneakersis
m
• Shoes as a canvas, reflect b
an
• Shoes as a fashion piece, rich designs kate • Skate
inspired footwear
vidual
i reflect personality, showcase color palettes,
Urb rich designs,
materials (Swarovski crystals) and textures,
Sk footwear
worn by skaters and non-skaters, paired with
Indiv palettes,
allow for design-it-yourself concepts
textures, themed patterns and colors, alternative
paired with skate and higher fashion apparelp
styles such as flats or heels
pp
4242
Other Product/Cultural Trends
43
Tech Integration
Oakley MP3 & Bluetooth Sunglasses
Kyono iPod JacketLevi’s iPod Jeans
4444
Tunebuckle iPod Belt Nike iPod Running Shoes Burton / Motorola Audex
Limited Edition
DC Shoes / New Era Set: 115 Sets
New Era Capture The Flag Series: 200 Hats Per Issue
Obey Poster: 100 Produced
45455Boro Beastie Boys
Skateboard: 100 Produced
yGorillaz Toys: 250 Produced
Collaboration
Nike SB / Futura
4646
Vans/ Marc Jacobs Burton / Stash
Customization
Nike ID
Boardpusher Custom Sk t D k
O’Neill Custom Series Board Shorts
Skate Decks
4747
Burton Series 13
Q&A: Any remaining questions?
48
Please contact me with any question @ b t @f k ti 802 598 1008bcarter@fusemarketing.com or 802-598-1008
*As a reminder, you can download this presentation at licensing.org and download the Fuse Advertising Study g g g y
from fusemarketing.com
49
Appendix
50
Resources
1) EPM Communications “Teen/Tween Crib Sheet.” <epmcom.com>.a. Child’s Play Communications & Insight Research Groupb. Grunwald Associatesc. BuzzBackc. BuzzBackd. Piper Jaffraye. Harris Interactivef. Simmonsg. Teenage Research Unlimitedh. Census Bureau
2) “Price Matters, Celebrity Doesn’t For Teen, Young Adult Purchases.” PhatGnat, DK, Founder/President <phatgnat.com>. (Youth Markets Alert. 1 Sept 2006.)
3) Jayson Sharon “Generation Y Gets Involved ” USA Today 23 Oct 20063) Jayson, Sharon. Generation Y Gets Involved. USA Today. 23 Oct 2006. <usatoday.com>.
4) “Youth Culture Study Reveals Consumer Market Trends.” TransWorld Business. 02 Oct. 2006. <twsbiz.com>.
5) “Marketing to Teens & Tweens.” EPM Communications Report.
6) “Generation Y Defined.” OnPoint Marketing and Promotions. <onpoint.com>.
7) “Civic-Minded Millenials Prepared to Reward or Punish Companies based on C it t t S i l C ” CONE 2006 Mill i l C St d
5151
Commitment to Social Causes.” CONE 2006 Millennial Cause Study. Business Wire. 24 Oct 2006. <businesswire.com>.
Resources
8) O’Donnell, Jayne. “Gen Y Sits on Top of Consumer Food Chain.” USA Today. 11 Oct. 2006. <usatoday.com>.
9) Kharif Olga “Everyone’s Aiming at Satellite Radio ” BusinessWeek Online9) Kharif, Olga. Everyone s Aiming at Satellite Radio. BusinessWeek Online 13 January 2006. <businessweek.com>.
10) MySpace.
11) “XM S t llit R di Thi d Q t 2006 S b ib Additi ” O bit t 411) “XM Satellite Radio Third Quarter 2006 Subscriber Additions.” Orbitcast. 4 Oct 2006. <orbitcast.com>.
12) “Music News.” What’s the Download? 13 Oct. 2006. <whatsthedownload.com>.
13) “Music News.” What’s the Download? 19 Oct. 2006. <whatsthedownload.com>.
14) “Music News.” What’s the Download? 24 Oct. 2006. )<whatsthedownload.com>.
15) “SIRIUS Satellite Radio Third Quarter 2006 Subscriber Additions.” Orbitcast. 4 Oct 2006. <orbitcast.com>.
5252
16) Ipsos-Reid’s Digital Music Research Study. TEMPO, 2004.
Resources
17) National Sporting Goods Association 2005 and 2006.
18) American Sports Data. 2002 -2005.
19) American Motorcycle Association
20) Freeskier Magazine.
21) “Mobile Gaming Grows.” Center for Media Research MediaPost C i ti 15 M 2006 t f di hCommunications. 15 May 2006. <centerformediaresearch.com>.
22) Elliot, Stuart. “Tony Hawk’s New Trick: 2 Marketers in 1 Campaign.” New York Times. 23 Oct. 2006. <newyorktimes.com>.
23) GameSpot com23) GameSpot.com
24) Entertainment Software Association
25) “Sneaker Culture Changes + Predictions – Preview from ‘North American Youth Culture Study – Fall Report ’06 September 19 2006 ’” Label NetworksYouth Culture Study Fall Report 06 September 19, 2006. Label Networks. <labelnetworks.com>.
26) “IG Picks.” Trend Central. 22 Sep. 2006. <trendcentral.com>.
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Resources
27) “Cassandra Report Day 2: Mainstream Green.” Trend Central. 03 Oct. 2006. <trendcentral.com>.
28) Jesella Kara “Grunge is Good ” New York Times 22 Oct 200628) Jesella, Kara. Grunge is Good. New York Times. 22 Oct 2006. <newyorktimes.com>.
29) “The Trendcentral Newsletter.” Trendcentral. 18 Sep. 2006. <trendcentral.com>.
30) Fixins Sneakers. 26 Sep. 2006. <fixins.com>.
31) Writer, Ghost. “DC Shoes X Methamphibian.” Hype Beast. 27 Oct. 2006. <hypebeast.com>.y
32) “Teen Spending.” High School Newspaper Network. Dept Zero.
33) Horovitz, Bruce. “Gen Y: A Tough Crowd to Sell.” USA Today. <usatoday.com>y
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