Online Ads Match Up with Green Teens

Online Ads Match Up with Green Teens

AUGUST 7, 2007

As long as the marketing isn’t recycled.

Environmentally concerned online 13-to-17-year-olds are attractive targets for marketers, according to JupiterResearch‘s "Green Teens: Reaching a Trendy, Engaged Audience Online" report published in August 2007.

JupiterResearch found that 38% of all online teens said they
were concerned about the environment, and 15% qualified as "Hardcore
Green Teens."

Environmentally concerned teens tended to be popular,
influential and engaged with online media and communications. Their
media consumption was similar to teens in general, but they were a
little more active online, and used online media and entertainment
sites regularly. The group is also full of active online communicators.


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"Green Teens are leaders among their peers — but more importantly,
they are opinion leaders," David Card, vice president and senior
analyst at JupiterResearch, said in a statement. "This group likes to
be the first to learn about something new; they have the potential to
become a powerful tool in the online marketing arsenal."

Online advertising had persuaded 29% of this group to buy
something in a physical store during the past 12 months, and had
prompted 19% to buy something online. Overall, 22% of teens had made an
in-store purchase, and 13% had bought something online in response to
online ads.

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A JWT study of
teens in the first quarter of 2007 found that more than 80% of American
teenagers were concerned about the environment and the role of the
United States in causing pollution, with 54% saying they were "strongly
bothered." Over three-quarters said they believed it was their
responsibility to care for the environment; 61% said they thought their
generation would be more environmentally responsible than older
generations; and 78% thought there was still time to repair
environmental damage.

Environmental awareness among teenagers and even younger
children could also influence parental buying behavior. Tweens are
becoming more brand-savvy, and their role in family purchase decisions
is growing.

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