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Insight of the Week: Targeting Teenagers

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shutterstock_209350150With teen marketing as prevalent as ever, Kantar Media TGI Ireland reveals there are 287,000 15-19 year olds to market to in Ireland. It’s important to remember this audience is not a homogenous group and marketers could often be savvier in their teen targeting. Using TGI, marketers can understand the motivations, behaviours and attitudes of teenagers in order to enhance their advertising campaigns.

Looking at the attitudinal differences between these teens and the population at large, nearly a fifth of teenage males agree that celebrities influence their purchase decisions, compared to 7% of all Irish adults.

Their female counterparts are similarly influenced by celebrities when making a purchase. Teen girls also spend a lot of money on toiletries and cosmetics (39% of them do so) and 44% believe they are easily swayed by other people’s views.

In order to reach this group of 15-19 year olds, marketers would do well to consider the internet. Young males are more likely to visit sites on music and academic study. Young females are similarly, likely to visit sites on academic study, but also sites on a specific television channels or programmes.