TEENAGER CONSUMER BEHAVIOR TAKESHI ANDO

　 SATOSHI NAMIKI

RYOTA SAKURAI

Teenage pocket money

• age⇒15~19,mobile phone user

　 main 5 item⇒mobile phone, fashion, foods, beauty,

date, friend

• Monthly Average/13,700yen

man⇒12,700yen

woman⇒14,700en

　　　 Women’s 　 consumption • As for the woman, "mobile phone" "beauty" has much

expenditure

Women’s 　 consumption2

wants to increase expenditure

• wants to increase "dates" or "a fashion“

Wants to save “mobile phone”

wants to increase expenditure2

fashion

dates

Mobile phone

Wants to save wants to increase

reason of the expenditure• Foods want to go luxuriously （ 19 years old woman ） hungry when I exercise （ 16 years old woman ）

Mobile phone use it as a music player （ 17 years old woman ） want to talk more （ 19 years old man ）

fashion want to become beautiful （ 19 years old woman ） became a member of society （ 19 years old woman ）

friends want to play in various places （ 15 years old woman ） want to go for more trips （ 19 years old woman ）

reason wants to save

• Foods overeat myself （ 18 years old man ） , affects the family budget directly （ 18 years old

man ） want to get thinner （ 16 years old woman ）

Mobile phonespend too much it （ 15 years old man ） , angry at a parent （ 19 years old woman ） have a parent swing it （ 18 years old woman ）

Fashion many clothes which I do not wear even if I buy it （ 18 years old woman ） overbuy it （ 19 years old woman ）

Friends It is talking than it takes money! （ 15 years old woman ） much number of times to play with a friend （ 19 years old woman ）

What teenager do for a saving?• do not go out very much （ 17 years old man ）

do not carry money （ 18 years old woman ）

do not hang around the cake section （ 18 years old woman ）

keep a petty cash book （ 16 years old woman ）

do not use the mobile phone very much （ 17 years old woman ）

use an email, not a call （ 19 years old woman ）

endure it （ 18 years old man ）

do not eat out （ 17 years old woman ）

work part-time （ 16 years old man ） do not buy it on impulse （ 18 years old woman ）

study （ 17 years old woman ）

Teens are eager in savings• “ ① thought savings to do it in future" exceeded half at

54.5%.

• 40.0% “②do not now, but to think to do it in future“

• About 95% of the teens show positive intention for savings.

Teens are eager in savings2

①②

Teens are eager in savings ３

① ②

① ②

man

women

conclusion

• Teens have the consumption that mobile telephone or 　 fashion in current society.

• It is necessary for the company to get needs while considering that a teenager has savings will.