As you point out, teens have not only become the hottest target market in general for marketers the medium of choice to reach this group is increasingly becoming the Web. There are three key reasons why teens are an important target for many marketers. The economic power of the group is enough to get the attention of any marketer. The reason for such a large number is the large size of the demographic and the fact that almost 100 percent of a teen s income is disposable. This demographic, which is largely the children of the baby boomer generation, has very little need to save any money and therefore they spend what they make.
Teens have a tremendous amount of influence over family spending.
Research indicates that teenagers influence far more than just their own disposable income. Teens have a say in family grocery shopping, electronic purchases, Internet providers, and a number of other important spending categories. Lifelong branding takes place during the teen years. Marketers understand that teenagers will be exposed to a lot of brands during their lifetimes, but during these few years loyal brand customers can be built. Establishing a brand over a competitor s brand can affect the teen s buying decisions far beyond just the teen years.