Tween Girls Susceptible to Mobile Advertising
Jim LiebeltJim is Senior Writer, Editor and Researcher for the HomeWord Center for Youth and Family at Azusa Pacific University. Jim has over 25 years of experience as a youth and family ministry specialist, and has been on the HomeWord staff since 1998. He has served over the years as a pastor, author, youth ministry trainer, adjunct college instructor and speaker. Jim’s culture blog and parenting articles appear on HomeWord.com. Jim is a contributing author of culture and parenting articles to Crosswalk.com. Jim and his wife Jenny live in Olympia, WA.
- 2013 May 30
New research shows that female tweens are highly susceptible to mobile advertising.
Sixty-five percent of girls surveyed said they are likely to buy products and services straight from mobile ads if there is a means to do so. Of those, a whopping 80% of girls say they would buy a product or service right away, while the remaining 20% said they would wait for a special occasion.
Perhaps most disturbing to parents, 27% of respondents they would make their purchase with a credit card, while 48% said they would ask their parents for the necessary funds.
A full 22% of respondents said they always tap on ads they see in mobile apps -- regardless of whether they’re interested in the featured product or service. (A more modest 56% of girls said they reserve their taps for ads featuring products or services that actually interest them.)
The research was done by female tween-targeted mobile ad agency, MobiGirl Media. “The results show that most girls in this demographic do like advertising,” said Jennifer Noonan, MobiGirl Media cofounder, regarding the company’s target audience of 6-to-16-year-olds.
Also of note, the majority of female tweens (53%) said they share “cool” products or services with friends. Of those, 58% said they spread the word in person, while 42% share products and services via text and in-ad share buttons.
As for most desired categories, 48% of respondents favored fashion-related ads, followed by makeup products (21%); toys (12%), apps (11%); and books (8%).
Source: Mobile Marketing Daily