9 myths you thought were true

9 Myths You Thought Were True
David Trahan

moodvertising @moodvertising
sábado 5 de febrero de 2011

Many 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.


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.

9 Myths You Thought Were True moodvertising @moodvertising

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.


Myth #3:
Teens use Facebook
the 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-mouth
happens 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.


David Trahan
Artículo completo: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138068


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