Three of the obvious

The urban teen segment is attractive to brands and marketers for several reasons. Here are three of the obvious:

The first, of course, is the fact that this segment possesses huge disposable income. No Indian figures are available here, but according to a CSM article from February this year, the US urban teen market is supposed to be worth $170 billion a year. Globally this should be... well, you figure it out.

Second, teens set trends which others follow. This segment (defined as 13-19 years of age) can actually influence the behaviour of the entire youth consumer group, ostensibly the 10-29 years of age bracket. That’s approximately one-third of the total world population of 6.6 billion. A huge consumer market indeed!

Third, all marketing and communication efforts and spends to attract this consumer segment lasts much longer. Teen consumers come into the brand’s fold earlier in their lives and, therefore, grow with the brand for years and years. Smart marketers can take advantage of this and offer products and services, and variants, to the same consumers at various stages in their lives. It’s a perfect recipe for building long-term relationships and CRM.

Shouldn’t you be doing something about this instead of reading this blog?