Teens and early Generation Yers have always had a love – hate relationship with brands, whilst they can be brand loyal, many believe they are savvy enough to know they are being marketed too. Nearly 46% of teens surveyed believe that they tend to stick to brands they really like, with 52% believing that brands were purely created by marketers to generate money.
From the research, Apple iPod was announced to have the strongest brand, and was referred to by many of the survey participants that it was not only their favourite, but a brand that defined their generation. Further into the research, brand names were particularly important when it comes to; clothing and apparel, mobile phones, shoes and computers.
Marketers need to understand this progressive teen dynamic, yet must not overlook one of the major influencers of teens purchase decisions – their parents, especially, for those ‘big ticket’ items.
Adam
