In true adolescent fashion, teens continue to be influenced by their friends when it comes to trends.
Port Washington, NY (PRWEB) August 14, 2012
The NPD Group, Inc., a leading market research company, released the results of a new study on shopping behaviors of teens and adults. The survey revealed that teens are persuaded by multiple factors when deciding what to purchase with word-of-mouth and brand significance topping the list.
“In true adolescent fashion, teens continue to be influenced by their friends when it comes to trends," said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “Teenagers care 20 percent more than the average shopper about brands, most likely due to peer pressure.”
Even though shopping for brand names is more important to teenagers than it is to the average shopper, teens still search for bargains while relying on adult income and approval of purchase.
“This generation of teens has grown up in a tough economic climate, so they appreciate value,” said Cohen. “With a sluggish teen job market, teens depend more than usual on their parents to buy the products they want.”
Results indicate that brand savvy teens find more labels they desire for less at off-price retailers and outlets than at department stores and specialty retailers. If given the choice to purchase a technology or fashion item, technology will make the sale with this group.
“With the realities of the information age, teens have access to many forms of communication, challenging brands and retailers with developing strategies to drive awareness,” stated Cohen. “In the 21st century, marketers need to touch all vehicles with their messages – social media, word-of-mouth marketing, and traditional advertising – to pitch a sale to teens and the other decision-makers.”
Methodology: Findings presented here are based on a poll of 1,500 adult and 1,000 teen members of The NPD Group, Inc.'s consumer panel. The study was fielded between July 23 and August 2, 2012.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 2,000 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us Twitter at https://twitter.com/npdgroup.
The NPD Group, Inc.