Marketers Identify Today's Key Teen Segments

Jim Liebelt | Senior Writer, Editor and Researcher for the HomeWord Center for Youth and Family at Azusa Pacific University | Monday, September 28, 2009

Marketers Identify Today's Key Teen Segments

Marketers may want to fine-tune their advertising to target "jockettes" and "young metrosexuals." These are the two largest teen segments, according to a new behavioral segmentation report by Euro RSCG Discovery.

Euro RSCG teamed with American Student List, a youth and teen marketing data provider, to develop "Teen Segments." The report identifies 11 key teen markets based on demographic and psychographic characteristics, which are meant to help marketers better target direct marketing communications to teens, according to Euro RSCG. The segmentation is comprised of six male and five female groups. 

When it comes to teen males, the report found that "young metrosexuals," those classified as individuals who focus on their outward appearance, make up more than 25 percent. The other male segments include "big man on campus," "technosapiens," "red-blooded boys," "tuned inward" and "under construction." 

"Jockettes," young women who embody active lifestyles and participate in sports, are the most common female segment that makes up over 25 percent. The report also categorized girls as "in-style socialites," "most likely to succeed," "style meets thrift" and "traditionalists."

Source: AdWeek