Psychographic Sourcebook - GfK MRI

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$more children enjoy math than reading & writing - GfK MRI$

PART 2: Teenmark II. Psychographic Segmentation Analyses: Teenmark Psychographic Segmentation In March 2007, MRI released several segmentation analyses based on the Teenmark study. Much like the analyses prepared for adults in the Survey of the American Consumer, these segmentations group teens based on their answers to the following batteries of attitudinal questions: Fashion; Internet/Online Technology; Finance; Yourself; Beauty: Makeup; Beauty: Hair; and Music. A. Fashion Attitudes Segments The Fashion segmentation breaks teens down by their fashion sensibilities, their inclination to shop (or not) for clothes and accessories, and the importance of social and media influences on their fashion choices. • Fashion Groupies Fashion groupies believe they have a trendy fashion sense, but they tend to act more like fashion followers than trailblazers. They like to know what is in style, but they wait to see what others are wearing before they buy, and what they do buy is not likely to go out of style before too long. • Fashion Disconnects Fashion is not a factor of the good life among these young consumers, and they are almost totally indifferent to clothing, beyond its practical aspects. They don’t like to shop, they don’t care what’s in style, and they don’t buy new clothes just because a new season rolls around. • Fashionistas Fashionistas love the “new”, especially when it means something new to wear. They believe they are trend-setters and that clothes say a lot about the wearer, so being “in style” is very important to them. As marketing targets, they are particularly valuable as trend-spreaders, who reliably seek out what’s new in magazines and buy the latest fashions as they arrive in stores. • Fashion Mall-Mavens These consumers love to shop for clothes and accessories, but they have their own styles and are not particularly interested in the latest styles. They don’t look to magazines for fashion guidance and they’re not likely to pick up something in the mall simply because it just came in. 61
PART 2: Teenmark II. Psychographic Segmentation Analyses: Teenmark B. Internet/Online Technologies Attitudes Segments The Internet/Online Technologies segmentation categorizes teens according to what they are doing online, their reasons for being connected, and the depth of their involvement with the Internet. The names for these segments have been derived from Internet-chat slang commonly used by teens. • AOTA—All of the Above For AOTA’s, the Internet is virtually their entire world, and without it they feel disconnected from the world. Many of their interactions with the world occur online: the Internet allows them to shop and buy, chat and communicate, study and learn, almost simultaneously. To complete the circle, the Internet is also one of their main sources of entertainment, and something they are likely to use to fill in free time. • AFK—Away From the Keyboard These teens have absolutely no use, practical or otherwise, for the Internet. They are totally immune to the charms of the web, and indifferent to its interactive, transactional and connective capabilities. They don’t even consider the Internet to be a good source for information or entertainment. • CUOL—See You Online Members of this segment value the Internet most for its connectivity. They use it to communicate with friends and family, to link with educational and information resources, or just for fun. While the Internet plays a central role in their daily lives, they show little enthusiasm about using it as a shopping tool or guide. • FITB—Fill In The Blanks FITB-ers most value the Internet for its practicality. They go online for a long list of reasons – to shop, to buy, to research, to communicate with family– but they don’t use it for entertainment or to otherwise while away their free time. The Internet enhances their connectedness to the world, but doesn’t dominate it. 62
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The MRI Psychographic Sourcebook A
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The MRI Psychographic Sourcebook Ta
Page 5 and 6:
Survey of the American Consumer
Page 7 and 8:
PART 1: Survey of the American Cons
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Page 11 and 12:
Page 13 and 14: PART 1: Survey of the American Cons
Page 55 and 56: PART 2: Teenmark I. Psychographic B
Page 63: PART 2: Teenmark I. Psychographic B
Page 67 and 68: PART 2: Teenmark II. Psychographic
Page 69 and 70: PART 2: Teenmark II. Psychographic
Page 71 and 72: American Kids Study
Page 73: Mediamark Research & Intelligence A
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