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Published by: Datamonitor
Published: Jun. 29, 2001 - 101 Pages
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
Introduction
Market context
Customer focus
Competitor dynamics
The future decoded
Action points
CHAPTER 2 INTRODUCTION
What is this report about?
Who is the target reader?
How to use this report
CHAPTER 3 MARKET CONTEXT
Introduction
Key findings
Market size
Online youth population
Disposable income of online youths
Hours online
Market segments
Online activities
Drivers and trends
Opportunities
Unique features
Industry Opinion Survey
Conclusions
CHAPTER 4 CUSTOMER FOCUS
Introduction
Key findings
Drivers and trends
Gender distinctions
European attitudes to the Internet
Languages and “patriotism”
Customer requirements
Parental controls
Online selling
Competition
Industry Opinion Survey
Conclusions
CHAPTER 5 COMPETITIVE DYNAMICS
Introduction
Key findings
Case studies
United Biscuits
Eden Vale
Nestlé Spain
Nestlé UK
Petis-Filous
Ferrero
Tango
Kewl Jewl
Common themes of successful Web site design
Customer relationship management
Online/offline promotions
Community building
Site content
Educational content
Gaming content
Information content
Conclusions
CHAPTER 6 THE FUTURE DECODED
Introduction
Key findings
Trends in online population
Increase in wealth of online market
Increase in annual browser hours
Conclusions
CHAPTER 7 ACTION POINTS
Introduction
Key findings
Industry Opinion Survey
Interpreting the graphs
The survey
Action point 1: pay attention to Web site design
Action point 2: offer value through Web site content
Action point 3: make your Web site acheive your goals
Action point 4: choose the right online payment methods
Action point 5: exploit CRM opportunities
Action point 6: overcome the barriers
CHAPTER 8 APPENDIX
Supplementary data
IMPACT components
Definitions
Research methodology
Datamonitor quantitative research methodology
Industry Opinion Survey methodology
References
Further readings
Relevant links
SPP writing team
How to contact experts in your industry
LIST OF TABLES
Table 1: Youth population (% of total population) 2000
Table 2: Online youth population (regular/home access) 2000
Table 3: Online youth population (school Internet access) 2000
Table 4: Youths’ (5-17) annual pocket money (US$) 2000
Table 5: Youths’ (5-17) earned income (US$) 2000
Table 6: Youths’ combined annual income (US$) 2000
Table 7: Average time spent online by youths (5-17) 2000
Table 8: Youth “browser hours” (per annum) 2000
Table 9: Age segmentation among online youths, 2000
Table 10: Online activities by age, 2000
Table 11: Percentages of browser hours by activity and gender, 2000
Table 12: Influence of Internet jargon on offline communication
Table 13: Attitudes to the Internet as a community
Table 14: Influence of “teen” Web sites on online youths in Europe
Table 15: Parental controls by country (2000)
Table 16: Online purchases (shoppers with and without children) 2000
Table 17: Online youths’ (8-12) perceived barriers to online spending
Table 18: Youths use of the Internet for commerce purposes, 2000
Table 19: Youths (5-17) with regular Internet access (millions) 2001-2006
Table 20: Youth population with regular Internet access (% youth population)
2001-2006
Table 21: Youths (5-17) with school Internet access (millions) 2001-2006
Table 22: Percentage of youth population with school access 2001-2006
Table 23: Increase in annual pocket money per child (US$) 2001 - 2006
Table 24: Increase in total annual pocket money (US$m) 2001 - 2006
Table 25: Annual earned income (US$m) 2001 - 2006
Table 26: Overall annual income for online youths (US$m) 2001 - 2006
Table 27: Annual browser hours (millions) 2001 - 2006
LIST OF FIGURES
Figure 1: Youths’ (5-17) annual pocket money (US$) 2000
Figure 2: Average time spent online by youths (5-17) 2000
Figure 3: Youth “browser hours” (per annum) 2000
Figure 4: Age segmentation among online youths, 2000
Figure 5: Online activities by age, 2000
Figure 6: US youths’ (5-17) online activities by gender, 2000
Figure 7: Importance of youth marketing media (all respondents)
Figure 8: Divergence of youth-specific marketers from all respondents
Figure 9: Reasons to shift to online marketing, all respondents
Figure 10: Divergence of youth-specific marketers from all respondents
Figure 11: Purpose of online marketing (all respondents)
Figure 12: Divergence of youth-specific marketers from all respondents
Figure 13: Barriers to youths from buying online (all respondents)
Figure 14: Divergence of youth-specific marketers from all respondents
Figure 15: Factors which encourage youths to buy online
Figure 16: Divergence of youth-specific marketers and all respondents
Figure 17: Online browser hours 2001-2005
Figure 18: Best method for selling to online youths
Figure 19: Divergence of youth-specific marketers from all respondents
Figure 20: Key attractors for youths’ Web sites
Figure 21: Divergence of youth-specific marketers from all respondents
Figure 22: Best way to advertise Web site (all respondents)
Figure 23: Divergence of youth-specific marketers from all respondents
Figure 24: Datamonitor’s generic research methodology
AbstractThere is an accelerating growth in levels of Internet access at home and at school. At the same time the affluence, and influence, of children and teenagers are on the increase. This means that the Internet has become, and will remain, a vital youth marketing and selling channel. As its penetration approaches that of television, the Internet's advantages as a medium begin to tell: scope, depth, interactivity, targeted marketing and consumer feedback all combine to create an unmatched opportunity to grab consumer attention, create brand loyalty and even to move from advert to sale in the space of a few minutes. But there are difficulties: the design, content and theme of a website must be just right; parent's concerns need to be addressed; the site itself must be made to stand out from the background noise of the web. Major companies are taking advantage of the marketing opportunities of the Internet. Already United Biscuits, Nestlé and Yoplait have a strong web presence. Birds, Leaf Italia, Rowntree, Pepsi, Campina, Muller, Levis and Virgin Megastores have just produced, or are developing, their own sites. These companies have recognised that an Internet presence offers significant benefits for youth marketing. Online Youth Marketing quantifies and forecasts the growing online market, analyses the activities, tastes and concerns of online youth, outlines case studies and offers best practices for attracting, retaining and profiting from this growing market.
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