New Youth Research Sends Advertisers Back To School
The growing spending power of school children aged between 11 and 18 is making them an increasingly lucrative market for advertisers, according to the latest study from youth research group, Vegas.
The study shows that the average 13 to 14 year-old has an income of £794 per year, which is primarily derived through their regular pocket money allowance. However, the average 17 to 18 year old has an even higher disposable income of around £1,900, which is boosted by regular part-time work.
The research claims that television is a winning way for advertisers to tap into the high disposable income of the younger consumers, with 92% of British school children aged between 11 and 12 watching a staggering 28 hours of TV per week.
However, it is unlikely these children will be found watching politics or current affairs programmes, with just 26% of 11 to 18 year-olds that took part in the survey expressing an interest in who governs Britain.
The research also revealed the increasing importance of the internet amongst this age group, with 83% of 11 to 18 year-olds using web to help with their schoolwork. The favourite online leisure activity amongst this age group was downloading music.
Dance music was found to be the least popular genre amongst 11 to 18 year-olds, despite having once been the ubiquitous soundtrack to youth culture. Urban music was favoured by a massive 68% of respondents, the majority of whom were female.
A prior wave of research from Vegas revealed a new demographic group known as “geezers” is driving consumer culture with its love of high-end designer brands, excessive drinking and fast cars (see Research Reveals The Pulling Power Of Geezers).
Vegas www.vegastrbi.co.uk
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