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.
"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.
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.
The eMarketer Kids and Teens report will be published in September 2007. Please click here to be notified when it is released.