Blue Fusion Releases National Youth Survey On The Brand Loyalty Of Teens
February 17, 2004 - Blue Fusion, a new youth marketing consultancy formed out of a partnership between DC consulting firm Westin Rinehart and teen marketer Buzz Marketing Group, announced results today of a national online survey of Four Hundred Forty (440) buzzSpotters from all across the U.S. detailing their views on the topic of brand advertisements. Respondents ranged in age from 12-20. The survey was administered between Friday, February 13th and Monday, February 16th.
You Won't Offend Me If You Tell Me The Truth
In response to the question, "What advertising, promotions
and messages have you been offended by?", Seventy Two (72) percent of
teens said "None", Eight (8) percent said "Condom promotions", Five (5)
percent said "Violent toys", Five (5) percent said "Gay clothing & promotions",
Five (5) percent said "Cigarette companies", and Five (5) percent said
"Political campaign commercials."
In response to the question "What advertising, promotions and messages
have positively affected you?", Twenty Seven (27) percent of teens said
"Truth commercials", Twenty Six (26) percent said "Anti-drug commercials",
Eighteen (18) percent said "Toy & game", Five (5) percent said "Clothing",
Five (5) percent said "Bodily care", Five (5) percent said "Word of mouth"
and Fourteen (14) percent said "Don't know."
"Over the past several months, we have noticed a new trend that teens
aren't as brand loyal as they used to be. Unlike Gen X, today's teens
pay more attention to positive causes and messages instead of to brand
advertisements. In addition, teens are paying more attention to other
forms of promotion and advertising, including guerilla marketing," said
Tina Wells, chief executive officer of BuzzMG and managing partner of
Blue Fusion.
"I try not to give into advertisements, given most contain falsified
or embellished information, thus I normally purchase products through
word of mouth or my own interest," said Kumar, a 17-year-old from Erial,
NJ.
Don’t Blame It On Peer Pressure
In response to the question, "How much of a role does your friends and peer pressure play in your purchasing decisions?", Forty Six (46) percent said "None" while another Forty Six (46) percent said "Small role", and only Eight (8) percent said "Big role."
"My friends and peer pressure play a minor role in my
purchasing decisions. I won't go shopping and spend ridiculous amounts
of money on certain brand clothes just because my peers do. I like to
wear those types of brands, but at a reasonable price, but I usually wear
t-shirts with a cute slogan or other casual clothes." said Brittany, a
17-year-old from Sicklerville, NJ.
"I only use their judgment on whether or not they like a product, but I normally purchase something on my sole opinion of a product or brand," said Kumar, a 17-year-old from Erial, N.J.
In response to the question, "Are you more or less likely to buy something
that your favorite star owns?", Fifty five (55) percent of the teens surveyed
said "Less likely" while Forty Five (45) said "More Likely."
"For me, it does not matter who is wearing it. It all depends on how
much I like it. When I shop, everything (style, color, cut, shape...)
is about me and how much I like what I am about to buy, because I will
be the one wearing it. So it does not matter if Beyonce is wearing it
or a bum on the street," said Lisa, a 16-year-old from Erial, N.J.
In response to the question, "Is a brand more powerful if you feel you've discovered it yourself and your parents don't know about it?", Sixty Four (64) percent of the teens surveyed said "No" and Thirty Six (36) percent said "Yes."
"No, I think it's cool when my mom says she used to wear the style when
she was younger," said Erica, a 19-year old from Buffalo, NY.
"Our survey showed that teens seem less affected by traditional advertising
and seem to rely on their own opinions when it comes to making buying
decisions," said Morris L. Reid, managing director of Westin Rinehart
and managing partner of Blue Fusion.
About Blue Fusion
Blue Fusion is a consultancy and talent agency focused solely on the youth market. The company is created with the belief that young people make up a large market of consumers who deserve a campaign that speaks directly to them. Blue Fusion is dedicated to providing companies with the ability to reach youth by better understanding youth. Through aggregation and analysis research, Blue Fusion is able to produce quality ideas that positively affect the bottom line of its clients. Through Blue Fusion's proprietary network of youth consultants, the firm is able to provide companies with the expertise they need.
About Westin Rinehart
Westin Rinehart is a leading strategic communications consulting firm serving Fortune 500 companies and large organizations. Westin Rinehart devises strategies for safeguarding clients' corporate profiles, establishing relationships with federal, state and local leaders, meeting market challenges and a host of other activities aimed at increasing the bottom-line. For more information on Westin Rinehart, visit the website at www.westinrinehart.com.
About Buzz Marketing Group
Buzz MG serves as a liaison between youth and companies that target them. Our proprietary peer-to-peer network of 9,000+ youth provides us with a plethora of information and resources for targeting youth better. Our unique group of youth consultants brings added value to every client we serve. The foundation of Buzz MG has always been a research-based corporation, and we utilize that knowledge to benefit all of our clients. For more information on Buzz Marketing Group, visit the website at www.buzzmg.com.
CONTACT
Tina Wells
tina@buzzmg.com
tel: 646 792 2174