Young Consumers Keep Changing
Winning new customers sometimes demands letting go of your assumptions about consumer behavior. Case in point: teenage boys who love fragrance brands. Read more »
Winning new customers sometimes demands letting go of your assumptions about consumer behavior. Case in point: teenage boys who love fragrance brands. Read more »
Alexis Harris – Global Research & Insights Partner, Marketing Science, TikTok
Jaclyn Williams – Research and Insights Manager, NA & Global Functions, TikTok
Alexis Harris and Jaclyn Williams of TikTok explained best practices for developing successful multilingual campaigns. Their data came from a survey where bilingual Hispanic TikTok users evaluated different creative elements in Spanish, to see how best to positively influence brand perceptions and business outcomes. This group feels one hundred percent both American and Hispanic culturally. They prefer to see and hear things in both languages throughout the day, a desire not currently being met by brands. Done consistently and authentically, language resonance can transfer into long-term benefits like brand loyalty and advocacy. Voiceover was the number one creative element to lift upper and mid-funnel metrics. Importantly, Spanish voiceover did not turn off English only speakers. TikTok partnered with NRG to conduct this 20-minute quantitative survey. It leveraged in-context ad exposure. They analyzed 32 ad variations (such as adding Spanish voiceover, music or subtitles) across four verticals: beauty, auto, QSR dining and telco. The survey was given to 1,600 monthly TikTok users in the US: 1,200 were multilingual, while 400 were English-only speakers. They found that fluency in Spanish is diverse. Researchers put respondents into three groups: English dominant, bilingual and Spanish dominant. Thirty-four percent of respondents identified completely with Hispanic culture, 31% identified completely with American culture and 17% completely with both. Key takeaways:Kantar’s Knowledge Lead J. Walker Smith has a clear, simple answer to that question: No.
“The Rise of Alpha” is the title of a new study that alerts us to the need to understand the cohort of kids under age 12. Read more »
Gen Z, born between 1997 and 2011, is now coming of age in large numbers, and marketers can’t afford to take as long to come to grips with Gen Z as they did with Millennials.
The first cohorts of this new generation, who are now 16 to 19 years old, are increasingly relevant to a wide variety of categories and products. Globally, they are huge too: around 2 billion of the world’s citizens—approximately 27% of the global population—belong to Gen Z.
The danger for marketers is that Gen Z is not “millennial-lite” or “millennial-extra-strong”, but different in distinct ways. Gen Z not only challenges how brands communicate, they challenge the very notion of a brand’s authenticity and transparency in digital.
“Measure More Consumers, More Choices, More Screens” – ABC Television
ABC’s research findings will include:
Creating new ways of measuring all viewing across all platforms.
Better understanding reach, frequency, and time spent across the platforms.
How viewers reached on digital change the overall profile of the audience.
The impact SVOD services have had on traditional TV viewership.
Best ways for tracking and reporting multiplatform viewing.
“Children and Teens: Cross Platform Media Consumption” – RealityMine
Measuring media consumption of children and teens has traditionally presented challenges.
In conjunction with Center for Innovative Media Measurement (CIMM), RealityMine partnered with TiVo Research, key family content media owners (e.g. Google, Viacom, Disney and Turner), and children’s manufacturers (e.g. Crayola and Lego) to measure, and deliver a thorough view of the total media consumption of these two key audience segments.
Nearly a quarter of the population consists of Centennials, who are between 13 and 18 years of age and who were born around the turn of the century. This consumer segment will represent 40% of the population by 2020, according to this article in Direct Marketing News by Andrew Corselli.
Centennials, also known as Generation Z, have always lived in a technology-connected world and have an estimated average attention span of eight seconds, according to the author.
Corselli presents new research from PowerReviews which shows that it will be important to focus on engagement when marketing to this generation. Important characteristics of centennials include being resourceful and practical when spending money and valuing online reviews more than brand name, price or free shipping.
PowerReviews also provides tips for marketing to Centennials:
-Emphasize quality and differentiation of products and services.
-Engage with shoppers online early in the purchase cycle.
-Strengthen your online presence, including a mobile-friendly website.
-Start real conversations. A consumer’s online review provides an opportunity for a brand to engage with that consumer.
Centennials represent a large segment of consumers with long-term revenue potential for marketers.
See all 5 Cups articles.
The MarketingCharts staff analyzed the results of a YouGov Omnibus Parents Survey. This analysis focused on US teens and the considerable influence they have on the purchases made by their parents.
-96% of teens have some degree of influence on the apparel purchased for them.
-95% of teens influence the selection of a fast-food restaurant.
-93% of teens influence the purchases of their personal care products.
-78% influence the purchase of in-home entertainment content.
-45% influence which vehicle the family purchases or leases.
This study shows that American youth strongly influence many parental purchases. According to the survey, pester power is the top tactic according to 71% of the parents. Additional teen strategies include promising to do additional chores or earn better grades or offering to pay for some portion of the product desired.
The significant direct and indirect influence of these teens should be considered by marketers when developing campaigns both for teens and for products and services used by the entire household.
See all 5 Cups articles.
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Gen Z, the generation of teens following Millennials are the next target of marketers, according to Ashley Rodriguez, writing for Advertising Age.
Members of Gen Z have their own unique set of characteristics:
-Practical and value conscious.
-Seek best quality at the right price.
-Value experiences.
-Risk takers who thrive on discovering something new and different.
-Creative and entrepreneurial.
-Want to be unique and not blend in.
-Consider technology as a given since they were raised with it.
-Utilize the vast amount of available information.
-They’re loyal once they find a brand, product or service that they like.
-Have great potential as brand ambassadors.
-Use social media to instantly share both good and bad experiences with a brand.
-Focus on a rental, rather than ownership model, such as cars and formal dresses.
-Drawn to nostalgia.