New Data Shows the Tween Scene is Online
CMOs no longer need to be convinced of search engine marketing’s power or potential. Today’s focus is on advanced objectives, like creating efficiencies between paid and natural search campaigns or better understanding search from the perspectives of key demographics.
At DoubleClick Performics, we sought to better understand the online search and purchase behaviors of seven influential demographic segments and commissioned ROI Research to study these habits across 10 different product categories.
Results just arrived for one of the most dynamic segments – Tweens, consumers between the ages of 10 and 14. Using eRewards’ panel of more than 2.8 million active members, more than 1,000 respondents shared their thoughts.
Media Consumption
Tweens consume information through many channels, but the Internet leads. When asked how much time they spent with various media types, 83% said they spend at least an hour per day online, and 68% reported at least an hour per day watching TV. Radio, magazines and newspapers came in much lower with 29%, 10% and five percent indicating they spent an hour per day with these channels.
Nearly half of respondents go online many times per day (more than three), and 87% usually spend at least a half hour each time. Looking closer at this time spent online, the survey found:
· 72% have a profile on at least one social networking site
· 54% have a MySpace profile
· 35% have a Facebook profile
· 45% have some other social networking profile
· 64% visit social networking sites at least once per day
· 34% spend four or more hours per week on social networking sites
Tweens reported less involvement with blogs. Only eight percent said they read blogs frequently; another 31% said occasionally. Forty percent said rarely, and 20% said never.
For search engines, Google was the overwhelming choice among tweens, with 78% indicating they use Google most frequently. Yahoo came in second with 14% of respondents.
Top Tween Categories
Tweens reported varying levels of involvement across product categories, but apparel was the most popular. On average, tweens shopped for apparel 8.2 times over the past six months. Other popular product categories for tweens included electronics (4.5 times) and home furnishings (4.4 times).
Within apparel, findings revealed that tweens primarily recommend or purchase everyday/casual clothes, footwear and accessories. Specific to their most recent recommendation or purchase:
· 71% were made at an offline retail location
· More than one third reported search results having an “extreme impact” on purchase decision
For apparel purchases in general:
· More than half reported using search to determine where to purchase offline
· 47% use search after seeing an ad
· About half reported now going directly to sites they found in previous search results
· 39% will use search for their next apparel purchase
· 80% typically search for specific brand names
· 40% click on paid search listings at least occasionally
Regarding electronics, tweens primarily recommend and purchase MP3 players, video gaming systems and digital cameras, and they have an especially strong affinity toward search engines when shopping in this category:
· Two-thirds use search to find the best price
· 57% use search after seeing an ad
· Nearly half always use search as part of the process
· 59% will use search for their next electronics purchase
In the home furnishings category, tweens reported an even higher online/offline connection than in apparel. With 71% of respondents’ most recent purchases happening offline, 52% indicated these purchases involved search. Among those who reported using search, many did so to fulfill different but related information needs including looking for offline purchase locations (60%) and price comparisons (more than half).
Marketers Should Integrate Search
Across each of the 10 product categories, at least 40% of respondents said they use search to further learn about a product or service after seeing an ad. Many also reported using search engines to find places to buy, check prices or start researching a purchase from scratch.
To capture the demand generated in complementary channels, marketers should incorporate search ads into other online and offline marketing campaigns. While a nice rule of thumb for any marketing program, this golden rule is especially true when targeting tweens.
Stuart Larkins is senior vice president of search operations at DoubleClick Performics.
