Texting Teens

Before Men in Black, before Independence Day, Before Fresh Prince of Bel-Air, Will Smith had a hit single called “Parent’s Just Don’t Understand” (Bell Bottom Brady Bunch Trousers!).  Parents not getting their kids is nothing new and will probably continue as long as there are parents and teens.  While most parents today think kids communicate exclusively through electronic means, a new study shows something slightly different.

• Nearly half of all teens said they prefer to communicate with friends face to face

• One-third said texting was their favorite form of interaction

• Less than 10% indicated that they preferred to talk with friends through
social media

• Less than 5% said talk the phone was their top form of communication

• Online gaming, video chat, instant messaging, email and twitter also had low participation rates

What Does This Mean To You

Teens may not be a group your business is currently targeting, but it’s important to know that they influence many decisions and they are going to be a powerful consumer group in the near future.  Teens are very text oriented.  Not only does this mean that mobile in general and permission-based SMS campaigns are a great way to connect with them, it means you need to alter your communication style to keep teens interested.   I’m not suggesting that companies change to speaking in acronyms and initialisms, but shorter more direct messaging.  Text messages max out at 160 characters, so keep your communication concise and to the point.  Because teens are very savvy with text messaging, you want to make sure that your offer holds real value.  They may be getting many different offers already, so make sure yours stands out.  For more information on monetizing permission-based SMS campaigns, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: eMarketer; Common Sense Media; Knowledge Networks


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