Firms Combine to Understand Teenagers

Two divisions of marketing services agency Euro RSCG Worldwide have teamed up to launch a tool to help marketers target teen consumers and their families. The two are data analytics and behavioral marketing arm Euro RSCG Discovery and American Student List (ASL).

Their new 'ASL Teen Segments' solution groups teens according to gender and social and behavioral differences. It identifies 11 distinct segments of teen consumers, six male and five female.

'Jockettes' are the largest category of female teens, who lead healthy and active lifestyles and enjoy outdoor activities and sports. 'Metrosexuals' represent a quarter of male teens, characterised by caring about their appearance.

Both genders shop online and are more likely to make purchase decisions in stores. TV, radio and magazines are among the most trusted channels teens look to for both information and relaxation, although the Internet dominates for certain male teen segments.

'Historically, brands have always treated teens as one homogeneous audience, when in fact, they are a constantly evolving group that is comprised of various consumer tastes and behaviors,' stated Euro RSCG Discovery CEO Zain Raj. 'We can now help marketers identify teens according to their unique and dynamic consumer behaviors, not just their age and geography.'

Additional segment definitions include In-Style Socialites, Most Likely to Succeed, Style Meets Thrift, Technosapiens, Tuned Inward and Big Man on Campus.

ASL CEO Don Damore said that these definitions break down not only what teens are interested in, but where and how they shop, and how they respond to direct mail, digital advertising and in-store marketing.

Web sites: www.eurorscgdiscovery.com and www.studentlist.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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