Teens have a love-hate relationship with brands.
While they tend to be brand loyal, most say they are savvy enough to
know that they are being marketed to, according to a new Teen + Brands
study by Viacom's The N channel.
Nearly half (46%) of teens surveyed said they tend to
stick with a few of the brands they really like. But, 52% felt, "Brands
are created by marketers just to get more money."
The report, created in conjunction with Open Mind
Research, New York, and OTX Research, Los Angeles—and based on
interviews with 1,000-plus kids 13-19 online, via cell phones and in
focus groups in March—revealed Generation Y to be a somewhat
schizophrenic generation.
Complete article in Brandweek here.
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