“The average monthly income of 15-19 year olds was £214 last year, according to a poll of 6,000 teens by Mintel, the market research company,” James Hall reports for The Telegraph.
“As well as being wealthier, Mintel’s research shows that teenagers across the board are also more responsible, more technologically literate and more unpredictable than ever before. And this is presenting a big challenge to companies trying to sell things to them,” Hall reports.
“On the plus side, businesses have an ever-expanding market to go for. Verdict Research estimates that UK teenagers spend an average of £3,300 a year on consumer goods. However, giving these shoppers what they want is the hard bit. Teenagers no longer shop in herds, and attempts to deliberately target this demographic tend to be cack-handed or patronising and often end in failure,” Hall reports.
“When the teenagers were asked about what brands they liked, most of the girls mentioned Ugg, which makes sheepskin boots, because of its subtle logo. And when asked what brand they most wanted, there was only one that they all agreed on: Apple iPods, Apple MacBooks and Apple iPhones. Even those whose iPods had broken said they wouldn’t defect to rival Sony, which also sells MP3 players. ‘It’s all about the iPod right now,’ came one answer,” Hall reports. “This point highlights a fundamental rule about selling to teenagers: they cannot be led. In fact, things that adults think that teens think are cool are generally not cool… And all the evidence points to the fact that where teenagers go, fat profits follow.”
Full article here.
[Thanks to MacDailyNews Reader “Tacitus” for the heads up.]
Apple doesn’t sell mp3 players.
MikeR,
All Apple iPods play MP3, so, yes, Apple sells MP3 players:
http://www.apple.com/ipodtouch/specs.html
My iPods play mp3s. I believe every iPod does.
Sure they do. iPods play mp3. Come on!
The teenagers were consulted at a Piper Jaffray conference…so expect them to bump up AAPL targets yet further..
MikeR, an average dude who buys into the FUD.
guys, MikeR couldn’t have been serious. that’d be like saying they don’t sell macs, or microsoft doesn’t sell windows. (well, if we’re talking about vista, i suppose that last one would be true..!)
“attempts to deliberately target this demographic tend to be cack-handed or patronising…”
“cack-handed”? Brits, help us out here…
@grok
Cackhanded = Left-handed i.e. awkward
Apple sells iPods.
Hang on a minute – if their income is £214 a month, and they spend £3,300 a year on consumer goods that leaves them £732 in debt per annum. Who taught these people good housekeeping?
Parents, Twenty Benson, parents. Who didn’t teach these spoiled brats housekeeing or accounting, but rather taught them that their parents are a bottomless pit of philanthropy. (Sigh)
Cack handed!
After one too many glasses of Camel’s Milk, the result is quite simple (if you have been following my wittysims*) In order to prevent oneself from the embarrasment of dropping a really large fart, those marketing lot have covered their arses with their hand only to find that they have released some cack with the fart hence cack handed!!!!!!
Only happens to people who take themselves far too seriously!
But seriously I go on to add…..Those teenagers have learnt from the many scares printed in & lauded over the various media that listening to so called experts is not always a reliable activity to undertake. This follows:- BSE or Mad Cow Disease (something camel’s do not suffer from) Salmonella, Foot & Mouth (not what politicians do these days), Blue tongue (not scoffing from too much blue sherbert), Triple Jab (nothing to do with atheletics), Gulf War (not the gulf between the young & old), WMD (not MDN) and the list goes on…..SO are you surprised that the youth today actually think and analyze what it is they spend their money on?
Do Not Drink & Drive Camel’s Milk!!! lest you end up CACK HANDED!!!
Mike R, a great career as an Enderle analyst awaits
@ Twenty Benson
The answer is obvious:
Americans.
My iPod doesn’t contain mp3’s, only ACC.
@MikeR
While you were trying to be amusing… *sigh*
You could *try* to be accurate, it’s AAC
http://en.wikipedia.org/wiki/Advanced_Audio_Coding
Thanks for reading my little rant.
LG
If 15 year olds are spending £3300 is their parents money.