9 myths you thought were true

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9 Myths You Thought Were True David Trahan

sábado 5 de febrero de 2011

http://www.mediapost.com/publications/?fa=Archives.showArchive&author=2797



9 Myths You Thought Were TrueMany marketers assume that, because teens are young, their needs are the same as Millennials and that they will interact with brands in the same way. As technology evolves, teens are finding their own uses for it that are unique to their personal and social needs.


@moodvertisingmoodvertising9 Myths You Thought Were True

Myth #1:All teens want smartphones

While it is true that teens want phones, smartphone adoption has only reached 31% as of 2010. If 90% of teens own a cell phone, why aren't they buying smartphones? The answer is actually pretty simple: texting. Teens send an average of 3,339 texts per month, and typing that many messages on a touch screen is a lot more difficult than typing on even the most basic phone keyboard. That's why BlackBerry is one of the most popular phones for teens.



Myth #2:Texting is the way in

We already know that teens love to text. What some marketers fail to realize is that teens only love to text with their friends. Only 10% say they want companies to contact them via text message. There are some instances where a brand can use a texting campaign to engage this audience, but most teens see texting as "too personal," and aren't inviting brands into their personal space.

9 Myths You Thought Were Truesábado 5 de febrero de 2011


Myth #3: Teens use Facebookthe way we use Facebook

Don't count on just your Facebook page to reach teens. Teens interact with brands on Facebook if they feel there is a real benefit to them for doing so. They're not "liking" every brand on Facebook that they purchase, and even if they do, they're not likely to come back to your page after the first visit.



Myth #4:Teens are going to join Twitter

Recent findings from the Pew Research Center's Internet & American Life Project show that only 8% of teens have embraced Twitter. Other studies also show that most teens don't have any interest in joining Twitter in the future (76%). By the time they decide to use Twitter, they probably won't be teens anymore.



Myth #5:If you build it, teens will come

Great ideas go to waste when no one knows about them. Many marketers believe that creating a social experience for teens will spread itself through word-of-mouth and online sharing. A good social media activation can always benefit from a mass-media driver.



Myth #6:Teens are online all the time

Teens spend roughly two hours per day on the Internet, and almost half of that time is spent on entertainment. Teens don't need the Internet to interact with their friends -- they see them all the time, and if they're not with them, they're texting them. If you want to reach teens online, you have to find a way to bridge their online and offline experiences.



Myth #7:Teens don't watch TV

Teens watch over 100 hours of television per month -- most of which is not viewed on TiVo, Hulu or Netflix. They may be texting or playing games while they watch TV, but they're definitely still watching it.



Myth #8:Teen word-of-mouthhappens online

Teens do not spend most of their online time communicating with their friends. In fact, over 80% of teen word-of-mouth happens offline. If you want to tap into teen word-of-mouth, find a reason for them to talk about your brand offline.



Myth #9:Teens love online video

Teens use the Internet for entertainment, and online video is an important component of that. Branded video can be a great way to engage with teens as long as it doesn't come off as one long commercial. Teens aren't going to be tricked into thinking that your "viral video" is anything more than an advertisement.



9 Myths You Thought Were True David Trahan

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9 myths you thought were true