Mktg – Probing the minds of teenage consumers

– Stacy Straczynski

NEW YORK Marketers may want to fine-tune their advertising to target “jockettes” and “young metrosexuals.” These are the two largest teen segments, according to a new behavioral segmentation report by Euro RSCG Discovery.

Euro RSCG teamed with American Student List, a youth and teen marketing data provider, to develop “Teen Segments.” The report identifies 11 key teen markets based on demographic and psychographic characteristics, which are meant to help marketers better target direct marketing communications to teens, according to Euro RSCG. The segmentation is comprised of six male and five female groups.

When it comes to teen males, the report found that “young metrosexuals,” those classified as individuals who focus on their outward appearance, make up more than 25 percent. The other male segments include “big man on campus,” “technosapiens,” “red-blooded boys,” “tuned inward” and “under construction.”

“Jockettes,” young women who embody active lifestyles and participate in sports, are the most common female segment that makes up over 25 percent. The report also categorized girls as “in-style socialites,” “most likely to succeed,” “style meets thrift” and “traditionalists.”

“Brand marketers that target teens have so many variables to consider, including their interests, brand loyalties, shopping behaviors and Internet usage,” said Don Damore, CEO of ASL, in a statement. “This segmentation breaks down not only what teens are interested in, but where and how they shop, and how they respond to direct mail, digital advertising and in-store marketing. It also shows how teens use different forms of traditional and new media.”

The segmentation data found that gender influences teen buying habits. Fourteen percent of both male and female teens shop online, but are more likely to make in-store purchases. Despite increases in teen Internet usage, most still rate traditional media — TV, radio and magazines — as their most trusted sources of information; however, online sources did dominate some male segments.

Nielsen Business Media