Post by account_disabled on Dec 24, 2023 7:08:41 GMT
Younger consumers are exposed to multiple prejudices and one of the most lacerating is perhaps that, when confronted with the media and brands, their attitude is rather negligent. Teenagers are often accused of not scrutinizing the way media and brands satisfy their own needs and of not looking beyond as long as they are treated to a more or less satisfying experience. However, a recent GroupM study carried out in Germany among adolescents between 13 and 17 years old refutes this prejudice and reveals that younger people approach consumption in a more reflective way than it may seem a priori. Teenagers are not easy prey for "fake news" . 78% say they do not trust all the content that is published on the Internet. And 67% reflect on the mark they leave on social networks and the effects their publications can have there in order to publish only and exclusively well-considered content.
More than half of young people between 13 and 17 years old (51%) also consider bullying to be a serious problem that is therefore a cause of anxiety. When it comes to purchasing, teenagers Phone Number List are equally thoughtful and 63% only make their purchasing decisions after exhaustive research. In fact, 42% say that they do not make so-called spontaneous purchases. The (very thoughtful) consumption decisions of adolescents are alien to thoughtlessness 42% of teenagers also have sustainability in mind when purchasing (particularly in the fashion industry). In their relationship with brands, young people, like adults, do not take their eyes off the values that companies display . Transparency and authenticity are the main priorities of teenagers when choosing one brand or another. The brands that are most popular with teenagers in the fashion and lifestyle sector are Nike (26%) and Adidas (23%). And in the consumer electronics sector, young people between 13 and 17 years old pay attention to Apple (6%), Samsung (6%) and PlayStation (3%).
On the other hand, in order to connect with teenagers, brands can definitely rely on good advertising. 62% of adolescents are not opposed to advertising if it really aligns with their interests. In this sense, this generation is not as unattainable as it is assumed (although many young people develop themselves above all in channels other than advertisements). It is true, however, that when making their purchasing decisions, adolescents do not allow themselves to be guided as much by advertising as brands would like. The majority prefer to make their decisions using their friends (87%) and family (85%) as a lighthouse. On the other hand, the influence of social networks (33%), teachers (35%), the media (26%) and celebrities ( 11%) is less influential in the decisions that young people choose to make. between 13 and 17 years old.
More than half of young people between 13 and 17 years old (51%) also consider bullying to be a serious problem that is therefore a cause of anxiety. When it comes to purchasing, teenagers Phone Number List are equally thoughtful and 63% only make their purchasing decisions after exhaustive research. In fact, 42% say that they do not make so-called spontaneous purchases. The (very thoughtful) consumption decisions of adolescents are alien to thoughtlessness 42% of teenagers also have sustainability in mind when purchasing (particularly in the fashion industry). In their relationship with brands, young people, like adults, do not take their eyes off the values that companies display . Transparency and authenticity are the main priorities of teenagers when choosing one brand or another. The brands that are most popular with teenagers in the fashion and lifestyle sector are Nike (26%) and Adidas (23%). And in the consumer electronics sector, young people between 13 and 17 years old pay attention to Apple (6%), Samsung (6%) and PlayStation (3%).
On the other hand, in order to connect with teenagers, brands can definitely rely on good advertising. 62% of adolescents are not opposed to advertising if it really aligns with their interests. In this sense, this generation is not as unattainable as it is assumed (although many young people develop themselves above all in channels other than advertisements). It is true, however, that when making their purchasing decisions, adolescents do not allow themselves to be guided as much by advertising as brands would like. The majority prefer to make their decisions using their friends (87%) and family (85%) as a lighthouse. On the other hand, the influence of social networks (33%), teachers (35%), the media (26%) and celebrities ( 11%) is less influential in the decisions that young people choose to make. between 13 and 17 years old.