The End of Age Target Marketing. The End of Kids and Teen Research

Martine Roefflaer
Censydiam for Kids
Belgium.

RECENT DIFFICULTIES IN MARKETING WITH RESPECT TO KIDS AND TEENS

The annoying breakoff effect occurs sooner

Several years of market research in the market of kids and youth taught us that, globally speaking and regardless of markets, products break off around the age of 9 years. This means that children at that age will suddenly start to refuse a product they previously liked. It quickly became obvious that this change in behaviour is related to the reference group that becomes most important for that young consumer at that particular moment. Before this age, the family was the main reference group for the child, however, from 9 years onwards the 'peer group' assumes this role.

The precise definition of 'peer group' is a group of people who compare each other to one another with the goal to define the self and demonstrate who they are. This can happen in various manners: for instance by spending a lot of time together, by communicating a lot, by sharing the same icons (musical icons, clothes, activities).