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Global Teen Segmentation Shows Digital Opportunities, Says Strategy Analytics’
Online Gaming, Digital Media Usage & Social Networking Boston, MA - May 20, 2009 – The Strategy Analytics report, “Capturing Teen Market Opportunities,” provides insight on digital opportunities from research covering global teen behavior, through analysis of over 30,000 teens in more than 30 countries. According to Harvey Cohen, company president, “Strategy Analytics determined statistically significant differences among teen segment behaviors derived from self-image, stress response and ambition.
This Strategy Analytics Gaming Strategies and Opportunities (GSO) service report identified nine behavior segments that differentiated global teens based on how well they had developed their identities, their drive to achieve and their response to the stresses of becoming adults. These segments showed distinct differences in terms of their buying and usage behavior profiles across a range of digital products and services. Even within narrow age sub-segments, the research demonstrated that teens have different behavioral patterns and that those patterns vary in terms of mix by country,” said Cohen. The study characterized the nine segments and profiled each one with a perspective on implications for purchasing activities and lifestyles. The data for this study was licensed from Sulake Corporation, which entered into a data partnership with Strategy Analytics. Sulake operates the largest teen virtual world, Habbo, and conducted the study which resulted in over 58,000 global respondents. For more information on Sulake, please visit www.sulake.com.
According to Barry Gilbert, Vice President of the Strategy Analytics Gaming practice, “Understanding teens globally continues to be a challenging objective, but by using behavioral segmentation, companies can better address digital product design and promotional activities to improve their odds for success.”
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