August 2, 2007, 12:00 AM

Green teens influence peers—and are more likely to buy online, study says

A JupiterResearch study finds so-called “green” or environmentally conscious teens—the 38% of all online teens aged 13-17 who say they`re concerned about the environment—are popular, engaged in school activities, and respond well to online advertising.

Paul Demery

Managing Editor, B2B E-commerce

“Green” is not only an attitude but also one of the latest marketing strategies, and now JupiterReseach Inc. has quantified the green opportunity with online teens. While 38% of all online 13- to 17-year-olds surveyed in a recent Jupiter study express at least some concern for the environment, 15% are hardcore “green.” More active online than teens as a whole, green teens are therefore a prime target for online marketers, according to a recent Jupiter report, “Green Teens: Reaching a Trendy, Engaged Audience Online.”

“Green teens are leaders among their peers-but more importantly, they are opinion leaders,” says David Card, vice president and senior analyst at JupiterResearch. “This group likes to be the first to learn about something new; they have the potential to become a powerful tool in the online marketing arena.”

Specifically, according to Jupiter, 19% of green teens report having made a purchase online in the past 12 months as the result of viewing online advertising, and 29% have made a purchase in a store. This compares with online teens overall, of which 13% have made a purchase online and 22% have made an in-store purchase in the past 12 months as the result of viewing online advertising.

Compared with online teens overall, about the same share of green teens use social networks, with 31% using one or more per week, but they’re more likely to read and post to or participate in polls. 36% use their own personal web page or a social network to express themselves, compared with 29% of all online teens, Jupiter found.

The report defines green teens as those who said that the statement “I’m concerned about the environment” completely describes their feelings. Jupiter found that 57% of green teens are girls. Furthermore, the green group as a whole demonstrates some activities and behaviors traditionally corresponding to gender, such as an interest in art, fiction and photography.

45% of green teens said they like to be the first to know about new products. Green teens are responsive to online advertising and particularly to sweepstakes. In fact, 20% of green teens, versus 15% of all online teens, said they had entered a sweepstakes as a result of viewing online advertising, according to Jupiter’s data.



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