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First via radio and then television those with something to sell could now communicate directly with their niche market without the filtering effect of adults. This access continues to grow. Probably one of the earliest efforts were product placements in movies and on television programs directed at teens. Recent technologies only add to the advertising channels available. Web advertising is the most visible of the new advertising channels. According to a 2006 Pew survey, over 89% of teens reported having used the web (Macgill, 2007). This reflects a 16% increase from 2000 and the frequency of web uses by teens increased by 51% over the same period (http://www.magazine.org). Another telling statistic is that in 2003, 47% of teens reported that their parents asked them to do online research prior to the family making a purchase (http://www.magazine.org). The web can target teens with shopping sites, social sites, informational sites, advice sites, popovers, popunders, and more. Beyond the web, advertisers can use podcasts, RSS casts, blogging, and cell phone advertisements as ways to reach
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Parents report that teen and even tweens are maturing faster than ever (Maich, 2006). Maich (2006) goes on to explain, “Tastes in everything from clothes to entertainment are maturing at a much younger age. This may be distressing for mom and dad, but for retailers it presents huge opportunities. It means even pricey electronics like cell phones and MP3 players can now be marketed directly at the youth market. It also means that things traditionally aimed at older age groups, such as cosmetics and grooming products, are selling earlier and in greater quantities. For example, a few years ago, Procter & Gamble introduced Axe body spray, aimed directly at adolescent boys. It hit $150 million in sales in 2005 and now controls 83 per cent of a rapidly growing market.” Beyond just the number of teens is the strength of the economic impact. David Rosenberg, chief North American economist for Merrill Lynch, believes that contrary to conventional wisdom placing the driving economic engine in the hands of aging boomers, it is the teenager that represents “one of the most powerful forces in shaping the future of business (Maich,
Parents report that teen and even tweens are maturing faster than ever (Maich, 2006). Maich (2006) goes on to explain, “Tastes in everything from clothes to entertainment are maturing at a much younger age. This may be distressing for mom and dad, but for retailers it presents huge opportunities. It means even pricey electronics like cell phones and MP3 players can now be marketed directly at the youth market. It also means that things traditionally aimed at older age groups, such as cosmetics and grooming products, are selling earlier and in greater quantities. For example, a few years ago, Procter & Gamble introduced Axe body spray, aimed directly at adolescent boys. It hit $150 million in sales in 2005 and now controls 83 per cent of a rapidly growing market.” Beyond just the number of teens is the strength of the economic impact. David Rosenberg, chief North American economist for Merrill Lynch, believes that contrary to conventional wisdom placing the driving economic engine in the hands of aging boomers, it is the teenager that represents “one of the most powerful forces in shaping the future of business (Maich,