Today's youth have an income of $233 billion(1) and influence many household purchases -- and not only youth products. Today's "wired" kids are receiving many advertisers' messages directly and some are particularly attuned to advertising to guide their purchase decision-making. Youth, particularly tweens, agree that they often pay close attention to advertisements to make sure they buy the right products (36% of tweens ages 8-12 and 22% of teens ages 13-18). The influence of advertising is similar to the influence of friends on young people's purchase decisions, with 36 percent of tweens and 23 percent of teens saying that they often look to see what their friends use and buy when making purchase decisions.
These are the results of a nationwide survey of 1,306 U.S. children and teenagers (ages 8 to 18) surveyed online by Harris Interactive(R) between May 18 to 23, 2006. Harris Interactive collaborated with the University of Delaware's Lerner College of Business and Economics on development of the questionnaire for this study.
Advertising likes and dislikes
When it comes to advertising tactics employed by companies, the top three liked by both tweens and teens relate to celebrity and notoriety, including having a famous person use a product (tweens 39% and teens 21%), having a person in a movie use a product (tweens 33% and teens 20%), and getting the company name included in the name of a sporting event or stadium (tweens 33% and teens 22%). Newer advertising tactics are viewed more negatively by young people. For example, only five percent of youth like it when companies advertise their product on cell phones (compared to 50% who dislike it), and four percent like it when companies get someone to mention a product in online chat sessions (with 41% disliking this tactic).
Truth in advertising
Youth seem to consider themselves to be discerning when it comes to advertising, and they can even be skeptical about what companies tell them. Fewer than one in ten (6%) 8-18 year olds agree with the statement "advertisements tell the truth," and more than half (57%) say they often notice tricks companies use to get them to buy something. About three-quarters (73%) agree that companies try to get people to buy things they do not really need. And, regarding mention of a product in an online chatroom, very few (only 1% of teens and 6% of tweens) feel that they can trust the discussion.
