Today’s tweens and teens are tech-savvy and they know it. Teens feel they possess superior knowledge over their parents regarding the videogame console (85%), smartphone (57%), laptop (55%), and 3D TV (35%), according to a ConsumerSearch Survey and Harris Interactive. “It’s not too surprising that teens claim they know a lot about technology, but it is interesting that teens know so much about some items, [such as] 3D TVs considering [these devices] aren’t on their personal horizon,” says ConsumerSearch.com’s Christine Frietchen.
Teen, Tween Tech Experts
Tweens are slightly less confident than teens in comparing their knowledge with that of their parents: less than one in five claim to know more about the smartphone (15%), tablet computer (14%), and 3D TV (11%). “The big differences between tweens and teens are that tweens are more sensitive to advertising and teens are far more price sensitive than I guessed they would be,” she says. Teens are more than twice as likely as tweens (67% vs. 23%) to claim price determines their brand preference.
Young people’s technological knowledge reflects broader cultural changes, says Frietchen. “Tweens and teens know a lot less than their parents about digital cameras and camcorders, but it makes sense since they just use their smartphones to take pictures and record video,” she says.
Girls are just as likely as boys to know about the latest gadgets. “There’s a lot said about girls not being into technology and science, but we find that they are far more confident about technology — 10 points in some cases — than boys,” says Freitchen. Girls are more likely than boys to feel they know more than their parents about laptops (42% vs. 33%), digital cameras (43% vs. 27%), and smartphones (44% vs. 34%).
“A Battle Of Egos”
While tweens and teens claim to be tech experts, there’s a disconnect between parents and their children on exactly how much influence either has over the electronic or computer purchase. “It’s a battle of egos,” jokes Frietchen.
One in three 8-18-year-olds (34%) say their parents sometimes purchase his or her electronic and computer recommendations, whereas only 15% of parents say they seek their kids’ opinions before they purchase electronics or computers. Moms are slightly more likely than dads to seek their kid’s input (18% vs, 11%). Parents primarily focus on price (72%), reading reviews online (53%), and visiting product websites (51%) before making electronic or computer purchases.
The Celebrity Factor
Despite the fact that Ashton Kutcher pitches Nikon cameras and Justin Timberlake stars in ads for Sony Vaio, celebrity endorsements are extremely ineffective in swaying brand preference and purchase intent among both parents and their children.
“I am surprised it is so low (1%-3%) since we see so many [celebrity] endorsements. I don’t think Polaroid would pay Lady Gaga quite so much money if they knew they really don’t get much out of it,” says Freitchen. [Technology/Consumer Spending & Attitudes]
Contacts and Connections: “ConsumerSearch Survey,” About.com, Christine Frietchen, Editor-in-Chief ConsumerSearch.com, 212-204-1752; cfrietchen@about.com. Also, Meredith Worsham, 249 W. 17th St., New York, NY 10011; 212-204-2617; mworsham@about.com; www.about.com.
Harris Interactive, Alyssa Hall, Project Supervisor, 161 Sixth Ave., New York, NY 10013; 212-539-9749; ahall@harrisinteractive.com; www.harrisinteractive.com.
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