Marketing to the Millennial Teens

There is no teen generation that has ushered in more change for marketers than the millennial generation or Echo Boomers. With this market segment we saw a radical shift in disposable income, technology and key buying influencers. As the generation’s influence grows, Marketers are granting these teens ever increasing ownership of brands. So who are the Echo Boomer teens?

Demographics:

• Age: 13 to 18 years of age
• Ethnicity: Predominantly Caucasian
• Disposable Income: $3,309 per year per teen (does not include influence on parental purchases)
  

Behavioral Profile:

• Raised on the internet and technology gadgets, Echo Boomers not only embrace technology, for them technology is a way of life.
• Granted an unprecedented access to information has made them very brand and product savvy.
• Due to parental time pressures and guilt, Echo Boomers yield considerable influence on major family purchases.
• They have little to no brand loyalty, therefore new and emerging brands or products have more likelihood for success than in previous generations.
• Media is a significant focus for this group, including the following areas: TV, internet, video games, cell-phones and digital-media devices.
• Use the internet as a way to experiment with ‘self’, particularly areas like MySpace and FaceBook.
• Though they have changed significantly, there still are unique groups that impact buying patterns such as Moshers, Cool Geeks, Socialites, Sporties, Techies, Urbos, Chavs and Goths.
  

Psychographic Profile:

• Echo Boomer teens want to be acknowledged, but do not want extra-special attention or want marketers to be overtly courteous.
• Surprisingly this group is less concerned about peer pressure.
• Echo Boomers are very motivated by causes (e.g. environment, education, poverty, etc.), but it does not appear that any one cause stands out.
• Jeans and tennis shoes are no longer believed to be status symbols; it is the ipod, cell phone and lap top that identify you.
  

As I continue to research this market segment I plan to narrow my research focus, potentially just to this segment, their use of technology and its impact on marketing.