Courting ScreenAgers
Wireless Handhelds, Camphones Dominate Youth Market
August 2007 By Lorraine A. DarConte
Understanding and reaching the “next generation” has always been a challenge, no matter the decade. But today’s youth market is so technologically savvy it’s scary. “Retailers need to catch up with teens who know it all,” states Fred Towns, Senior Vice President, New Age. “Technology is in the hands of eight-year-olds, so (retailers) can’t think about marketing to you and me, because our kids aren’t going to be interested.” What are they interested in? “Lifestyles, looks, and color; that’s what they want to express.”
“Of course,” adds Liz Cutting, Senior Imaging Analyst, NPD Group, Inc., “we all know photo specialty consumers tend to be older, affluent males. So how do retailers satisfy that core market and still pull in a younger group that is likely to want something different from that core customer?” To begin with, it helps to follow the shopper.
According to NPD Group’s research, in terms of channels, “ScreenAgers” buy their cameras at mass merchants. Thirteen to twenty-four-year-olds represent 15% of all camera units sold, and one in twelve people buying a digital camera is in this age group. “We track the buyers but not those that receive (cameras) as gifts; and technology hardware is one of the biggest gifting items available. That makes it harder to bring them back into the store if they haven’t purchased it there,” Cutting notes.
Forty percent of 13-17 year-olds shop mass merchant; the average overall is 31%. “Which means it’s up to them to figure out their output options because they’re not likely to get much advice at the store.” Mass merchants do have kiosks—which consumers find both convenient and fun to use. “But if you’re buying for the first time and not predisposed to printing, you’re not going to get any help here,” reiterates Cutting.
With Age Comes Wisdom?
As ScreenAgers age they tend to switch buying channels. Only 29% of 18 to 24-year-olds shop at mass merchants while 39% of 18 to 44-year-olds shop at electronic specialty stores. “The really young lean toward mass merchants and as they age, they move onto electronic specialty stores such as Best Buys and Circuit City.” However, notes Cutting, they’re still not printing in these venues, although they can buy home printing equipment there. Many consumers continue to print where they’ve always printed, which is at mass market and drug stores. Of all digital camera owners, 19% are not printing at all and 19% under the age of 30 are not printing. So there’s no greater likelihood with younger people not to print than other age groups. Where do they print? Twenty percent of all people who are printing do so at mass merchants. For those under 30, 25% are printing at mass.
“Of course,” adds Liz Cutting, Senior Imaging Analyst, NPD Group, Inc., “we all know photo specialty consumers tend to be older, affluent males. So how do retailers satisfy that core market and still pull in a younger group that is likely to want something different from that core customer?” To begin with, it helps to follow the shopper.
According to NPD Group’s research, in terms of channels, “ScreenAgers” buy their cameras at mass merchants. Thirteen to twenty-four-year-olds represent 15% of all camera units sold, and one in twelve people buying a digital camera is in this age group. “We track the buyers but not those that receive (cameras) as gifts; and technology hardware is one of the biggest gifting items available. That makes it harder to bring them back into the store if they haven’t purchased it there,” Cutting notes.
Forty percent of 13-17 year-olds shop mass merchant; the average overall is 31%. “Which means it’s up to them to figure out their output options because they’re not likely to get much advice at the store.” Mass merchants do have kiosks—which consumers find both convenient and fun to use. “But if you’re buying for the first time and not predisposed to printing, you’re not going to get any help here,” reiterates Cutting.
With Age Comes Wisdom?
As ScreenAgers age they tend to switch buying channels. Only 29% of 18 to 24-year-olds shop at mass merchants while 39% of 18 to 44-year-olds shop at electronic specialty stores. “The really young lean toward mass merchants and as they age, they move onto electronic specialty stores such as Best Buys and Circuit City.” However, notes Cutting, they’re still not printing in these venues, although they can buy home printing equipment there. Many consumers continue to print where they’ve always printed, which is at mass market and drug stores. Of all digital camera owners, 19% are not printing at all and 19% under the age of 30 are not printing. So there’s no greater likelihood with younger people not to print than other age groups. Where do they print? Twenty percent of all people who are printing do so at mass merchants. For those under 30, 25% are printing at mass.
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