Shopping for brand names is more important to teenagers than it is to the average shopper, a new poll shows. But that doesn't stop them from also being savvy shoppers looking for the best deal. Growing up in a touch economic climate with a sluggish teen job market may have helped turn them into value shoppers, researchers say.
That value consciousness translates into teen shopping patterns. Brand-savvy teens find more labels they desire for less at off-price retailers (32 percent) and outlets (30 percent) than at department stores (28 percent) and specialty retailers (28 percent), a survey of 2,500 adult and teen consumer panel members conducted by The NPD Group, a consumer research organization.
Although they may be frugal, they are still adolescents and are influenced by their friends when it comes to trends. Teenagers care 20 percent more about brands than the average shopper, most likely due to peer pressure, NPD said.
Word of mouth has the greatest influence on teen purchase decisions (36 percent), followed by advertising (32 percent) and online reviews (29 percent).
"In true adolescent fashion, teens continue to be influenced by their friends when it comes to trends," said Marshal Cohen, chief industry analyst at The NPD Group, Inc. "This generation of teens has grown up in a touch economic climate, so they appreciate value. 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. 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."