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Live Chat Sales & Customer Services in UK
Tweenagers
The age group between 10-14 years or early adolescence is classified as Tweenagers. Even though there was a growth of 11% between 1990 and 2005, but it is expected to decline by 2015 with a lower birthrate in the current times.
All the same, the tweens will continue being a rising force in the market due to the following reasons.
- Increasing media awareness and peer pressure
- Increasing level of decision-making power
- Higher disposable incomes of parents
 With an average weekly pocket money of over £10, tweenagers now have ample time to develop impeccable irreversible taste in food, clothes and leisure activities, owing to the degree of freedom, more so in leisure and fashion and the volume of advertising connected to any entertainment medium. This is what determines the future lifestyle as well.
Today’s tweenagers want to be approached as adults. They are brand-conscious and environmentally aware. They are enjoying more personal attention and a command over their own lives than any preceding generation of tweenagers. They are more sheltered cocooned, preferring to ‘tweenspeak’ with their friends through the internet and sms. They spend an average of 7 hours in the school, 7 hours to sleep, and most of the remaining10 hours on their computers, bypassing even TV or any other media. Clearly, this new age attitude towards computers, the internet and entertainment is going to reflect on the decisions made by future generations as well, in terms of their shopping preferences, media priorities and brand interactions.
They are also the largest consumer demographic for mobile equipment/ cellular phones and accessories. Tweenagers are increasingly using remote devices for everything from downloading and gaming to homework and social interaction.
Your website needs to ‘tweenspeak’, so to speak, with this target group, on their terms. These are the most tech savvy and add savvy internet users yet seen, and hence are so not susceptible to spam or substandard / shady deals. They need facts and Our WebGreeters will give that to them directly from your website, on your behalf.
Teenagers
This age group spanning from 13 to 19 years forms the9.2 % chunk of the entire population in UK. The expected representation is some 7.9 % though, by 2015.
This is an ever more influential factor in the market than the tweenagers. The students are enjoying an average of £20 as their weekly pocket money and an even larger majority is already earning wages regularly.
Thankfully, this generation enjoys a much more positive relationship with their parents. The parents too are responsible for this shift, because of their acceptance of their children as equal members of the family and society in general. This has led to the need of new product development as well as new marketing communication and interaction stratagem.
A regular teenager listens to Eminem and Limp Bizkit, wears Diesel and would rather spend on downloads than going to the cinema.
Teen magazines like Sugar and Bliss reflect the precipitating maturity of these “young adults”. This has over all resulted in different responses from the marketing arena. Where Coca-Cola and Nike are just targeting this group in a generic manner, the rest are developing products for this age group exclusively. One such giant is L’Oreal.
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Today’s youth is keener about individualism and originality than a group identity. Their market is defined by swift deflections in lifestyles. This makes it even hard for the marketers to keep up with. An average teenager is very skeptical about the media promotion modalities. The one most effective way they respond to is the internet and that too, if the offer is straightforward, from a trustworthy and appropriately branded.
The Splash Plastic online payment system (debit and through pay sites like PayPal) is basically using the new found procuring potentiality of the teenagers. Splash Plastic is being used on a large number of UK websites like CDWow and Blockbuster. Car phone Warehouse and Sainsbury's are the most frequently visited places for the topping up of the cards. |
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