…tutto quello che avresti voluto sapere sullo “young elusive consumer” ma che non hai mai avuto il coraggio di chiedere…

Interessantissima ricerca di Starcom MediaVest Group e CNET Networks su come i giovani percepiscono e gesticono il loro rapporto con la marca.

“Highlights of the study include:

• 2 in 3 youth care about the brands they use
• 7 in 10 say there are brands that they love
• Two-thirds feel there are important differences between brands
• They seek loyalty: more than 40 percent wish they could find brands to stick with and would switch if another brand comes out that seems better
• More than half talk to friends often about brands
• 73 percent watched real-time television within the last day
• 7 in 10 will spend more to purchase a brand they know and trust

The “brand sirens” of the study (15 to 20 percent) are distinguished by their deep expertise in their passions and interests, their constant quest for information on those interests, and their desire to share what they learn with large groups of people who rely on them for advice. Whereas in the past, influential consumers helped their family and friends make decisions, today’s brand sirens leverage technology to expand their networks of influence exponentially.

Key features of brand sirens include:

82 percent talk about brands with their friends

87 percent love sharing info about brands

85 percent love brands that keep their promises

More than half wish they could find brands to stick with

70 percent send emails to friends about products and services

77 percent post reviews and product feedback online”