Tween Girls Susceptible to Mobile Advertising

Jim Liebelt | Senior Writer, Editor and Researcher for the HomeWord Center for Youth and Family at Azusa Pacific University | Thursday, May 30, 2013

Tween Girls Susceptible to Mobile Advertising

New research shows that female tweens are highly susceptible to mobile advertising.

Sixty-five percent of girls surveyed said they are likely to buy products and services straight from mobile ads if there is a means to do so. Of those, a whopping 80% of girls say they would buy a product or service right away, while the remaining 20% said they would wait for a special occasion.

Perhaps most disturbing to parents, 27% of respondents they would make their purchase with a credit card, while 48% said they would ask their parents for the necessary funds.

A full 22% of respondents said they always tap on ads they see in mobile apps -- regardless of whether they’re interested in the featured product or service. (A more modest 56% of girls said they reserve their taps for ads featuring products or services that actually interest them.)

The research was done by female tween-targeted mobile ad agency, MobiGirl Media. “The results show that most girls in this demographic do like advertising,” said Jennifer Noonan, MobiGirl Media cofounder, regarding the company’s target audience of 6-to-16-year-olds.

Also of note, the majority of female tweens (53%) said they share “cool” products or services with friends. Of those, 58% said they spread the word in person, while 42% share products and services via text and in-ad share buttons.

As for most desired categories, 48% of respondents favored fashion-related ads, followed by makeup products (21%); toys (12%), apps (11%); and books (8%).

Source: Mobile Marketing Daily