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BizReport : Trends & Ideas archives : July 16, 2007

Teens prefer real world not virtual activities

This may come as a surprise to some marketers, but the teen market may actually prefer real world fun - dating, games and shopping - to virtual alternatives.

by Kristina Knight

"In this ever-evolving technological landscape, we have to constantly invent new ways to reach teens," said Radha Subramaniyam, vice president of research and planning at MTV Networks Kids and Family.

However this study indicates that mixing traditional advertising - radio and television - opportunities with online opportunities is the best way to reach the teen market.

The study, from Online Testing eXchange (OTX), found that more than 50% of teens between the ages of 13 and 17 would prefer to go on a date to surfing the Internet. The study also showed that 47% would give up playing video games for a date, 42% would give up listening to music and 58% would give up television for a date.

Rather than focusing advertising geared to the teen market to online areas, then, marketers would be better served to also look to traditional advertising outlets. Coming up with a great viral campaign that kids can share through their social networks and creating a new television or radio campaign will cover the major bases. But, including ads with in store or in mall digital billboards or advertising with movie theaters are two more ways to target the teen market.


Because teens still like the mall. The study found that teens go to the movies (87%), go to the mall (64%) and go to restaurants (58%) on dates.

Tags: advertising, advertising demographics, online advertising

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