Audience Insight - Advertising to Teenagers and Tweens
Audience Update:
Advertising to Teenagers and Tweens
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Date:
Q2 2019
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Sponsor:
Stardoll Media
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Advertising to Teenagers and Tweens
There are 7.3 million young people in the UK, that’s youth aged 10-18 years defined by the Office of National Statistics. Of that total, 3.6 million are female. Today, Stardoll reaches around half of this demographic every quarter.
Generation Z are the children of the mid to late 90s. They have never known a life without email, mobiles, online chat, Internet searches, social networking and computer games. They are the digital generation.
There are many assumptions and myths associated with how teenagers use media what influences how they live their lives.
Gen Z Girls: Growing up in a Digital World
For young girls today, digital media forms part and parcel of their social interactions. But it is the mobile phone that is their most important piece of kit and the centre of their communications world. Perhaps surprisingly though, the influence of family and friends is as important as ever. While parental influence may decline as they approach adulthood, their core friendship groups remain hugely important.
For this media savvy generation, filtering the editorial wheat from the chaff is second nature, as they retain a healthy level of cynicism around the information presented to them. While advocacy and recommendations are essential elements of their online lives, they value comments from people or sources they know far more than from those they do not.
This ongoing research delves into the lives of Generation Z across the globe, providing marketers with insight into how they respond to and communicate with the world around them. This partnership with global agency group Aegis marks the first time a project of this scale and depth has been carried out into this demographic group. Below are some highlights:
Under 12s
- 65% use a gaming console
- Only 35% put listening to music in their top 5 activities
- More than 60% own a mobile
- More than 60% never read a newspaper
- Prefer instant messenger to social networks
13 – 15 year olds
- More than 45% say listening to music is one of their 5 favourite activities
- Almost 80% own a mobile
- YouTube, followed by Facebook are their favourite social networks
- 25% regularly visit online shopping sites
- Start to use mobile web and mobile social networks
16 – 18 year olds
- Most interested in music — nearly 50% list it in their top 5 activities
- Are the most likely to read newspapers
- Are the least likely to use a gaming console
- Are the heaviest media users
- Are more likely to use social networks than instant messenger
Source: Carat November 2010/Gen Z Insight
With more than 110 million registered users globally and 9 million in the UK, Stardoll Media is the largest global publisher dedicated to the lives of young women and girls.
We offer a safe environment where brands can become an integral part of the user experience. Our innovative and measurable solutions create compelling branded content across social media and virtual world environments.
For more information, contact Joan Lockwood at joan@stardoll.com or call 0207 292 7143
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