Study finds teen girls influence economy with spending habits

NEW YORK A new study by a public relations agency revealed that a key market demographic is driving the economy: teenage girls.

Euro RSCG Worldwide PR released its white paper, "The Teenage Girl as Consumer and Communicator," which analyzes the spending and communcation habits of girls ages 13 through 18, noting that the demographic spends more than $200 billion each year.

Based on a survey in November 2009 by MicroDialogue -- commissioned by Euro PR -- the agency noted that as shoppers, teenage girls are mindful of their purchases and that social activities (i.e., browsing online) influence their spending habits. For instance, the survey found 40% sign up for e-mails from their favorite brands to hear about sales and promotions, while 28% browse and subscribe to newsletters for similar information. Additionally, the survey found that teenage girls' spending habits also are influenced by who they shop with-- more money may be spent if they are with a few friends than a single person.

"Teenage girls represent an awesome consumer force, buying, spending, trendspotting and trendsetting," said Marian Salzman, Euro PR president. "They are unique in virtually every aspect of their consumption behavior. From the way they watch ads to the way they purchase products to the way -- most critically -- they discuss the products they purchase, they buy and spend in an almost ritualistic manner. And because their generation is perhaps the first fully 'wired' one, their habits will determine how relevant markets develop today and in the future."

To better understand the demographic, which often carries a "shop til you drop" stigma, Euro PR has developed a specialized agency within an agency, called The Sisterhood, which will provide public relations for brands, products and people seeking to reach the teenage demographic.

"Marketers can no longer afford to ignore the intricacies of this powerful group of consumers," said Karina Meckel, Euro PR's director of strategic planning. "This generation of girls will be responsible for revolutionizing not only how brands communicate but also the entire shopping experience. I can think of no more important group for marketers to understand today."