Economy Everything ElseWritten by Beverly Creamer On 21 June 2011

If you’re passing the University or even some of Hawaii’s high schools you’re bound to notice that most everyone is toting a computer, attached to earbuds and deeply involved in a relationship with a smartphone. That makes it easy to understand why the ‘Millenials’ – children born between 1984 and 2002 – are considered more wired and interconnected than any generation that came before.

Those very characteristics offer businesses immense opportunities – once they understand what makes the group tick.

Nationally regarded youth culture expert Tina Wells can help business navigate this mysterious world of teens and tweens, and understand their buying habits, why they prefer certain brands over others and what they spend money on. Her book, “Chasing Youth Culture and Getting it Right: How your Business Can Profit by Tapping Today’s Most Powerful Trendsetters and Tastemakers” will help uncover secrets of Millenial trends. She divides them into four main tribes: ‘Wired Techies,’ ‘Conformist but Somewhat Paradoxical Preppies,’ ‘Always Mellow Alternatives,’ and ‘Cutting Edge Independents.’

According to Wells’ research:

  • Tweens spend $43 billion annually, or about $2,047 each.
  • 61 percent of teens hear about new products online.
  • 15 percent of teens hear about new products from friends.
  • 99 percent of teens have a Facebook page.
  • 36 percent of high school students say they would delay or forego college due to costs.
  • 84 percent of respondents of Wells’ latest survey say they shop regularly online.

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About Author

Beverly Creamer

A long-time Hawaii writer, formerly with The Honolulu Advertiser, and earlier, the Honolulu Star-Bulletin. University of Hawaii graduate; Canadian born.

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