Teenagers play an important role in society because their actions, accomplishments and exposures give an indication of their personal future and the future of society as a whole. To understand them better, Wavemaker, the second-largest media agency network in the world has launched a Teenage Research Report to help brands and companies identify with their interests and needs.
Over the years, Wavemaker has been helping clients translate audience behaviours and provided insights into smart decisions using extensive data. According to Delia Van Staden, Head of Analytics and Insight at Wavemaker, “Data and insights are part of Wavemaker’s DNA, and these are used to under-pin and inform decisions in media strategy at Wavemaker. Having a rich data set like this enables us to understand the needs, motivations and driving forces in the SA teenage market – something which the industry and other agencies have been lacking for a long time now”. This data allows marketers to develop their targeted advertising campaigns to suit the up and coming consumer.
The report was officially launched yesterday in Bryanston and was specifically designed for teenagers who come from middle to top income households and was a collaborative effort between MediaCom, Mindshare and Wavemaker. Delia Van Staden unpacked valuable insights into understanding the behaviour, attitude, media consumption, and psyche of teenagers. To kickstart the event, she welcomed the guests and encouraged the guests to play a Q and A mobile game focusing on teenagers.
The report was conducted in a form of a Research panel where teenagers who are aged between the ages of 13-17, were asked to complete an online questionnaire, which was done with the consent and supervision of the parents. The sample size was split equally between girls and boys.”To avoid obscure answers from the teen’s, questions were asked in different ways. She added that the findings proved that being connected is a top priority and that social media is important to teenagers”, said Van Staden.
During the launch, Van Staden highlighted 10 key points of the report:
1.Marjority of teenagers are satisfied with their lives
2.SA teens are very focused on their futures and opportunities that lie ahead
3.Most teenagers are highly aspirational when it comes to money and security
4.Most teenagers are aware of the value of money and maximize on every penny spent
5.Most teenagers say that the media and celebrities have little influence on their purchase decisions
6.Most teenagers spend most of their time watching TV, which plays a role of discovery
7.Digital media is not that exciting to them but they recognise that it is fundamental
8.46%of teenagers said they find it easier to post emotional posts via
social platforms instead of talking to someone face-to-face
9.They are recording, events and thoughts from their daily lives and sharing these online and want their followers to like their posts(using features such as filters which alters their physical appearances.
10.Most teenagers are aware of the risks and dangers of cyberspace, with 75% sceptical about trusting the internet as a source
“Teenagers are important to brands because they are early adopters and wield substantial purchasing power. Understanding this market and what makes them tick, can help marketers grow their brands and acquire life-long customers. As we all know, the youth, and in particular teenagers are the trendsetters of tomorrow”, explained Van Staden.
Although greatly dependent on their parents, the external environment influences teenagers with regards to their media consumption, purchasing behaviour and attitude towards various brands. This influence continues well into adulthood.