EYE Launches Teen Shopper Profile Study

Adrian J Cotterill, Editor-in-Chief


Whilst this has no specific digital element our media owners will undoubtedly be interested in the results of EYE Corporation‘s recently conducted Teen Shopper Profile Study by Arbitron.

There are some great new findings about teen shoppers that weren’t out there before and it is seriously well worth a read – the study provides an in-depth look at the consumer behaviour of teenagers as well as their relationship with mall advertising.

The study identifies that teens:

  • Visit the mall more often
  • Spend more time per visit
  • Visit more shops
  • Spend a greater percentage of their disposable income in malls than adults.

Cassandra Thomas-Smith, EYE Global Insights Director told us “One of the reasons for embarking on this teen research was the lack of mall information available for advertisers who are targeting the teen market. This research is making the connection between the types of value mall media can offer as a communication channel and teens’ behavior beyond demographics and visitation,”

The Arbitron study surveyed teens in five key EYE malls representative of the population during November 2008 and participants were asked questions regarding: –

  • Their purchasing habits
  • Reasons for visiting the mall
  • Mood experienced at the mall
  • Demographic information and more.

In the US nearly 80 percent of teens who went to an EYE mall to browse and socialize ended up making a purchase thus making mall advertising an especially effective medium for influencing the purchase decisions of teens.

One interesting trend that emerged from the study is that teens in EYE malls are much more likely to be early adopters than teens in general. When compared to the average teen, EYE teens are more than twice as likely to buy or try new products or services either first or before most of their peers.

Carol Edwards, Senior Vice President, Out-of-Home Services, Arbitron Inc. told us “With the growth of place-based media, advertisers seek credible audience metrics to demonstrate their size and value,”

Carol added “The EYE Teen Shopper Profile was conducted by Arbitron Custom Research to help advertisers understand the value of mall audiences by providing insights about the characteristics of teens who are exposed to EYE displays.”

A white paper can be downloaded at www.eyecorp.com/shopperprofile

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