Stumbling Toward Teen Sales
"It's always a matter of catching their attention, particularly with young people who are constantly on the move," explains Ira Mayer, president of EPM. He echoes MTV's findings about relevancy, adding that young customers look for products that fit into their lives, and he emphasizes that today's young audience consists of multi-taskers who like to be untethered (that is, wireless).
Figuring out how to sell into this environment requires more effort than putting cool hues on portable devices. Or recruiting today's hot celebrity endorser. MTV's research has confirmed that kids like certain cool brands, ranging from LandRover vehicles to H&M, the upstart fashion retailer. But as shoppers, they are not arrogant about where they buy merchandise; hence the success of Wal-Mart and Target in attracting young customers for a variety of fashion and hard goods.
The emergence of entertainment storage devices, especially PC media centers and similar tools that expand the viewing and listening and game-playing options, creates new challenges for electronics vendors. Many of these products are tied to digital distribution of music, video and games, applications that parents, as well as merchants, often barely comprehend.