Check out BrandNoise's great posting about some recent ethnographic research on what teens want. Here are the high hard ones - also check out the brief video edit links below (developed by Snippies) for more texture and "reality":
Authenticity in fashion
When it comes to apparel, teens want to look good (duh). They use celebrities as guideposts for their style. However, a celebrity’s name is only as good as it is inspiring. One 15-year-old Kanye West follower confesses, “Now I’m not even going to lie. When Kanye put out his album I went out and got me like two or three polos.” view the fashion video hereEntertainment as a release
Teens want entertainment that speaks to them, but offers a bit of escapism (hello, what are they escaping from, their lives are perfect). The storylines are convincingly attainable but just out of reach. A 17-year-old guy explains his affection for That ‘70s Show, “I watch [That ‘70s Show] all the time. They relate so much to me and my group of friends, and if you just put us back in time into the seventies how we would be acting and what would we be doing.” view the entertainment video here
Electronics empowering social networks
Regarding electronics, teens want mobile phones, cameras and computers that facilitate their social worlds. A 17-year-old T-mobile Sidekick II owner reports, “I love my Sidekick II because I can stay online, and keep in contact with my friends at all times. To improve my Sidekick II, I would make it able for you to watch videos on it. I’d put a better camera on it.” view the electronics video here
Casual food they can customize
Teens look for customization everywhere, even when it comes to food. Restaurants that offer a place to hangout, as well as mix-and-match foods are a hit. A 16-year-old Olive Garden fan describes why it’s his favorite casual eatery, “They have that deal for seven ninety-five. I know I sound like the commercial, but it’s a deal for seven ninety-five and then like they bring in all different pastas and you can mix and match with the sauce and all that.” view the food video here
Facilitating of improvised finances (awkward!)
Teens are creative, especially when it comes to budgeting. They will earn, scrimp and save to extend their finances. An entrepeneurial 17-year-old describes where her money comes from and where it goes, “Usually [my money] goes to like Manga because they’re like 10 dollars per book...I’m building up a movie and anime collection, and I get a 25 dollar allowance and I get a lot of money from making scarves...I also have a job. I work at Sun Coast, and that’s like more my regular income so I can, you know, go shopping with my friends and still have mall money.” view the finances video here
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