Tapping the Teen Tech Buyer
You'd be hard pressed to find a demographic group that is not at least a casual user of CE products. But despite consumer electronics popularity with all types, resellers of CE products still need to understand how their customers are different, and how these differences can affect sales and marketing strategies. In this month's column, we focus on one of the more important CE consumer groups today—the American teenager.
In many respects, teens can be called technology trendsetters. They seek out innovation; and more so than other groups, teens are more willing to adopt new technologies. The level to which teens integrate technology into their lives rivals the most tech-savvy business executive. This intense connection with technology enables teens to wield considerable influence in household technology purchases. And let's not forget, teens are also the technology consumer of tomorrow. If we can make a positive impression on the teens of today, then in future years they are more likely to be loyal to our brand, label, store and service.
CEA's recent study, "Understanding the Generation Tech Consumer: Tapping the Teen Market," conducted in December 2004 found American teenagers are heavy, regular users of consumer electronics products, with a substantial majority of teens reporting usage of DVD players, digital cameras, wireless phones, videogame consoles and computer-based CD burners in the past 30 days.