Online and mobile search queries allow users to ask pretty much anything, with many questions pertaining to brands, according to Frost & Sullivan. Its ChaCha service provides answers to any query and finds many young consumers often seek answers to similar questions:
Retail. Girls under age 18 are most likely to ask retail-based questions, notably “What is Hollister?” Apparently many wonder about this brand, since 36% of all questions during a three-month period relating to retail clothing lines concerned Hollister. Teen girls, in particular, also care what others think of brands, asking if others wear a specific brand and are interested in new products and trends. Two in three of those aged 13-24 (65%) ask about store locations and price. Two in 10 (20%) wonder about the meaning behind logos, and 10% seek to learn about pricing. Although Juicy Couture receives fewer questions than Hollister, Abercrombie & Fitch, and Urban Outfitters, the questions regarding the lifestyle brand are the most product-specific.
Denim. Girls predominantly seek answers to denim questions, with 7 For All Mankind as the preferred brand for those age 13-17 and True Religion for those 18-24. Some 62% of True Religion questions concern location, specifically if Wal-Mart and Costco carry the brand.
Shoes. Nike (77%) receives four times as many shoe-related questions from teens as Adidas (17%), Reebok (4%), or New Balance (2%). Whereas girls are interested in denim, boys care about footwear. Teens tend to inquire about Nike’s history, seeking information about its founder and about what Nike means. From a product standpoint, most of the questions pertain to its SB skateboarding line. However, the cool factor of specific shoes is more important than price. Teens also are interested in the shoes of professional athletes, sports teams, and celebrities.
Soda. Older teens prefer lighter sodas, such as 7-Up and Sprite, whereas younger teens tend to go for the darker cola brands, such as Coke, Pepsi, and Dr Pepper. Younger teens tend to seek advice on what to drink, while the older segment is interested in learning about brand origins and trivia.
Source: Frost & Sullivan, Mireya Castilla, Information & Communication Technologies, 7550 IH 10 W., $400, San Antonio, TX 78229; 210-247-3830; mireya.castilla@frost.com; www.frost.com.
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