Tapping into Technophobe Teenagers

It is easy to believe that all teenagers and young adults today are comfortable with using technology and different methods of media consumption. But is this true, or is it a faulty stereotype - and if it is a misplaced stereotype, what does that mean for marketers seeking to reach the youth of today?

Using our Great Britain TGI Consumer Data, we look at the younger generation who are in fact not big users of technology, who they are and how they spend their time instead.

Whilst 60% of 15-24-year olds agree that they like to keep up with the latest developments in technology, TGI Consumer Data shows that 13% of 15-24-year olds (958,000 people) in Great Britain say that computers confuse them, and they’ll never get used to them. This rises to 15% when looking at 25-34-year olds.

15-24-year olds who agree that computers confuse them, and they’ll never get used to them are 86% more likely than the average 15-24-year-old in Great Britain to have children, perhaps pointing to time restraints as a barrier to getting to grips with technology.

Arts, crafts and DIY are popular hobbies

Adults in GB who are aged 15-24 and say computers confuse them are particularly likely to be creative types compared to the average adult. Our TGI Consumer Data shows that this group are 125% more likely than the average 15-24-year old to regularly do jewellery making as a hobby. They are also 79% more likely to do DIY and 66% more likely to regularly undertake amateur dramatics/dance.

Sponsorship of events and TV persuade this group

Our TGI Consumer Data shows that these young technophobes are three times more likely than the average 15-24-year-old to agree that they prefer to buy products from companies who sponsor exhibitions or music events, and 223% more likely to say they prefer to buy products from companies who sponsor TV programmes. They are also just under twice as likely to say they tend to pay more attention to mail if it is about something advertised on TV.

Magazines and newspapers may be key ways to engage this audience

This group are over four times as likely as other 15-24-year olds in GB to say they cannot resist buying magazines and more than three times as likely to agree that they enjoy reading newspapers most days.

Unsurprisingly then, those who are aged 15-24 and find computers confusing are more than twice as likely as the average 15-24-year old to be amongst the heaviest fifth of newspaper and magazine readers.

Click here to find out how our consumer data can help you.



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