Researches show that the teenage audience is a much segmented one. Nevertheless, in different countries the teenagers can be classified by six behavioral types. Teens, which belong to each of the following types, have very distinctive values and motives. Let us take a close look at each of them:
Their main strife is to pursue the higher and higher level of extreme feelings in their life by all possible means. They are a step ahead of their generation; they are the ones, who become its heroes, its leaders. They tend to reject and mock at the beliefs and opinions of the older generations. If you ever succeed to create images of your product that will be clear and understandable for them, they may become its loyal consumers.
2. Spaced out.
Mostly, this type includes the teenagers, who do no have much financial income. They are not fond of luxury or pomposity. That is the reason why they will be more open to the advertising mocking at them.
Humanism, patience and friendliness are their ideals. They love to experiment and get new impressions; however, they do not become their goal. They long to gain new experience and new knowledge. They are the only teenagers, who have a positive attitude toward the social advertising.
In the product advertising it is important to communicate to them as many positive qualities and characteristics of the products or services as possible.
4. Steady going
Achievement is what really matters to them. They are diligent at school or at work. Perhaps, they will be interested in the products that might help them out in their progress of achievement. They are not that easy spending, rather due to their narrow minded way than to their greediness. They tend to choose one or two areas of the activity and achieve the perfection in it.
They are very self motivated teens. According to the statistics, in the US, there are twenty five percent of the teenagers, who belong to this particular type and among Afro-Americans this percentage is twice higher. Their main qualities are leadership, individualism, optimism, resoluteness. Such teenagers are interested in the products, which represent some values of life. This is the essential matter your advertising has to be based on.
These teens are quiet and unlikely to risk. They cling to the traditions and family values. They are willing to follow the examples of the older generation. Frequently, they can keep a life-long loyalty to the brands or products they chose. They are mainly attracted by the advertising of the old brands with long history.
There is one more important aspect of the teenage advertising. Most teenage boys and girls are likely to express themselves in some special ways, to impress surrounding people and to draw their attention. They choose different ways to do that.
Most likely, the teenagers are the most demanding customers. That is the reason why the teenage oriented advertising has to be designed with a special care and approach, in close cooperation with the deep knowledge of their mentality.