In the news
A recent study by the Pew Internet & American Life Project determined that female teens are the primary creators of Web content, far outpacing their male peers in the areas of blogging, Web site building, and creating social networking profiles.
According to the study, the overall number of teen bloggers doubled between 2004 and 2006, due in large part to girls' increased participation. Among the 15- to 17-year-old age group, 70% of girls created profiles on social networking sites, compared to 57% of boys.
Additionally, between the ages of 12 and 17, the number of girls' blogs rose 35%, versus 20% for boys.
Why does it matter?
With teenage girls spending an increased amount of time producing online content, a range of marketing opportunities can be developed to reach this growing demographic.
Margot Bogue, CKPR SVP and group account planning director, emphasized the importance of smaller social networking Web sites, where girls can express themselves and add to product publicity platforms, via posts, online toys, and applications.
By targeting girls with these programs, agencies will be provided with feedback and the chance to sharpen their tools for future campaigns. For example, the Victoria's Secret campaign for its PINK brand created a Facebook group that targeted girls by giving them coupons, exclusive offers, and accessories.
"It's about letting consumers lead and providing them with the tools they want," Bogue said. "[It's] important to give girls power to control [these tools]."
However, Bogue noted that Web transparency is key.
"Girls in this age range are trying to figure out who they are," she added, "so it is important to be honest when reaching out to them in order to avoid losing their trust."
1 According to Technorati.com's State of the Live Web Address, every day 120,000 new blogs are created worldwide - about 1.4 every second.
2 Of the teens surveyed by the Online Testing eXchange, 95% prefer shopping in malls rather than buying online, but 65% checked out the products online first.
3 More than 15,000 different applications have been built on the Facebook platform, with more than 95% of members using at least one.
4 Nielsen's NetRatings has found that the average person in the US spent 37 hours, 1 minute, and 59 seconds on a computer during January 2008.
5 One of the fastest-growing gaming markets are senior citizens. In 1999, only 9% of people over 50 played video games, in contrast to 24% in 2007.