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- In its May 22, 2000 edition, Brandweek reported
some fascinating findings about the global teen market as detailed
in a recent book entitled, “The $100 Billion Allowance:
Accessing the Global Teen Market,” by Elissa Moses. Based
on a study surveying more than 27,000 teenagers in 44 countries,
Moses created six categories to help marketers understand and
effectively target teens across the globe. The following is a
summary of her findings:
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- Segment 1: Thrills
and Chills (Germany, England,
Lithuania, Greece, Netherlands, South Africa, U.S., Belgium,
Canada, Turkey, France, Poland, Japan, Italy, Denmark, Argentina,
Norway)
Description: Represent the trendsetters who appreciate fun, friends
and sensation. They comprise the largest base of teen consumers
and love to buy.
Approach:
Respond to sensory stimulation but get bored easily. Seek color
and excitement.
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- Segment 2: Resigned (Denmark, Sweden, Korea, Japan, Norway, Germany,
Belgium, Netherlands, Argentina, Canada, Turkey, England, Spain,
France, Taiwan)
Description: Tend to have low expectations for their futures
and feel alienated from society and prospects of economic success.
Approach:
The majority do not have much discretionary income and therefore,
do not buy many expensive items. Those who do have income are
similar to the “Thrills and Chills” segment.
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- Segment 3: World Savers (Hungary, Philippines, Venezuela, Brazil, Spain,
Colombia, Belgium,
Argentina, Russia, Singapore, France, Poland, Ukraine, Italy,
South Africa, Mexico, England)
Description: Focus on the environment, humanism, fun and friends.
They tend to love culture and are smart consumers.
Approach:
Are attracted by honesty and sincerity and respond well to a
cause.
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- Segment 4: Quiet Achievers (Thailand, China, Hong Kong, Ukraine, Korea, Lithuania,
Russia, Peru)
Description: Value success, anti-individualism and social optimism.
They tend to be goal-oriented with strong family ties.
Approach:
Are prime consumers who love to buy. Many are rewarded financially
for their
achievements and seek products with defined benefits.
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- Segment 5: Bootstrappers (Nigeria, Mexico, U.S., India, Chile, Puerto Rico,
Peru, Venezuela, Colombia, South Africa)
Description: Are the most “dreamy” segment prioritizing
achievement and individualism. Are highly family-oriented, eager
for power and seek recognition. One in four U.S. teens belongs
to this segment and bootstrappers represent 40% of young African
Americans.
Approach:
Are attracted by messages that portray aspirations and brands
that connect to positive values.
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- Segment 6: Upholders (Vietnam, Indonesia, Taiwan, China, Italy, Peru,
Venezuela, Puerto Rico, India, Philippines, Singapore)
Description: Are inner-directed and value family, custom, tradition
and respect for individuals. Tend to adhere to strict beliefs
of family and nation and conform to norms. Unlike “Quiet
Achievers,” they don’t communicate an overwhelming
desire to succeed.
Approach:
Appreciate youthful messages and are avid media consumers. However,
they tend to shy away from consumer risk.
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- “The $100 Billion Allowance: Accessing
the Global Teen Market,” Elissa Moses
John Wiley & Sons; ISBN: 0471298484
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