i'm curious to know why advertisers and media buyers are so concerned to attract the attention of 15-25 year olds when, strictly speaking, these are the most penurious people in society (after pensioners). yes, yes. 15-25s are selfish; in that they spend every new pee they come by on themselves. but it's still a paltry amount. compared to a middle-aged man spending his way out of a mid-life crisis, or the shock-and-awe shopping habits of a woman married to chap who "has a good job in the city".
any thoughts?
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What about the - "I'm just near or over 30, just popped out a baby and have fuck all to do with my day other than wander around a Westfield" consumer? They're my favourite...
Hmm. They are, but generally young people have high levels of disposable income: no mortgage, kids, car etc. And here, especially, there's no culture of saving for the future, either.
You're right that other groups have more money in real terms, but they tend to have other commitments/more self control than to spend on fripperies.
Then there are the arguments that by aiming products and advertising at a young market, anyone (including Mr Mid-Life Crisis) buying the product will associate it with the young, and feel included in the young, 'cool' set; as well as this, products that Mrs City Chap buys will want to create a notion of exclusivity, thus won't try to appeal to the masses.
I guess...
Question: Are they really concerned about this demographic or is it just hype? (i mean, more so than any other consumer group). I'm not convinced that they're especially important, but I do think that they like to talk about these newly evolved markets b/c they are ‘new’ and perhaps b/c the products themselves are sexy.
The other thing of course is that (at least part of this demographic) has access to that middle age disposable income.
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I think they want to spend, be frivolous and splurge, before they take on commitments like a mortgage and costs involved when you start a family...
Although I know a few under 25's who own houses and have kids.
Those ads attract not only that age group, but also the generous parents of that age group, who have a little bit more spending money..
Because - despite being penurious - they spend lots of money.
I don't think it's that the 15-25's are selfish, it's just that they don't have that money to spend. It's a demographic stuck between renting, student debt and job crisis. I know all of my spare money goes on the hefty price of working in London. (I paid £3.60 for a tea today?!)
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