Craft beers have won the battle, but not the war, is one way to consider why the youth market is seeing more ‘hard’ apple cider drinks pitched to them. Conceding that craft beers rule the American market, Heineken and Anheuser-Busch saw the younger demographic likes apple cider, and voila, they are pushing those brands as the “upper-side” of the available market share which changes with the shifting tastes of a younger demographic coming of age, according to a press release taken from Accesswire.
The world of digital publishing should take note of what advertisers and brands do to target the youth market. There are things that work. Heineken’s CEO Jean-François Van Boxmeer faced the reality that a beer like Heineken really has no edge in the American market. However, as product loyalty increases with age, the younger demographic is more apt to experiment. When he saw the youth market drinking hard ciders, Heineken focused their North American campaign on their new Strongbow cider.
A lesson to be learned from the aforementioned brands is that it’s important to keep your brand relevant, particularly with the younger demographic. In terms of digital publishing, getting your foot in the door with the younger demographic will help ensure your medium becomes a trusted source of news, information or entertainment over time; whatever technology the future of media may present.
A study from 1981 found that the demographic over the age of 65 preferred newspapers as a source of information over television compared to younger demographics. The study highlighted a study from the 1960’s that showed similar attitudes towards radio. Meanwhile, as the technology advanced, so did the quality and sophistication of the content, thus making its mark on the younger demographic, while the older demographic remains set in its ways, content to use familiar technology.
The young adult demographic allows a digital publisher to show how and where they are on the cutting edge. Battle lines may be getting drawn in terms of what digital publishing should look like to the generation. Advertisers look forward optimistically to the abilities of traditional media outlets to adapt to digital publishing and push their messages through to people’s devices, according to Alan Mutter.
Look at South by Southwest (SXSW) – the annual multimedia culture, business and technology festival in Austin, Texas; everything about the show is driven by digital publishing, and pushed through to the whole world via social media. SXSW is one of the biggest examples of the power technology has to bring the local to a global audience. Furthermore, being part of SXSW makes you part of a movement. The brand of SXSW itself is valuable in the realm of digital publishing, music, art, business and where they all meet.
SXSW focuses on social media as a community, and how business and art can use it to expand brand horizons through digital publishing. Calvin Reid’s article also highlights how intertwined the smart phone has become with modern life, and people use them for many functions normally reserved for desktop computers. In particular, it’s the young demographic that drives the technological innovation.
There’s also the Vans Warped Tour. Through music, these brands are able to connect online and present themselves as a lifestyle. Associating brands to the younger generation through music makes a powerful connection that influences brand loyalty at later stages in life. Like SXSW, the Warped Tour makes use of digital publishing, of live streaming concerts, or photos, or any other content generated by the events as they happen across the United States.
Samsung is another company who recognizes the importance of reaching young audiences through music channels. According to Hampp, music features are the most important to the young demographics in assessing Samsung devices. Moreover, Samsung recognizes the young demographic as particularly tech savvy.
Forrester research predicts that there will be 375 million tablets sold in the year 2016. Furthermore, as people are making more use of devices like tablets for tasks typically reserved for PC’s, the landscape for digital publishing platforms looks pretty bright, as people will expect high quality from their media sources.
For one, it’s the best chance to be creative. Words often used to describe the younger demographic include free-spirited, fantastical, care free. However, there is a sophistication this young demographic contains. They are discerning of technology; a brand needs to include a clear cut purpose and definition of service/product to get through in the youth market.
Notwithstanding the sophistication, soap-making company Axe makes use of the whimsy and humor appreciated by the younger demographic, realizing that at a youthful age, much interaction with the opposite sex is fantasy rather than reality. This idea is illustrated by the tone their commercials take. An example being a set of commercials airing in Asia showing young men with no particular special skills becoming the objects of adoration on an island full of friendly women, according to Sudhaman.
It turns out the young demographic is a good demographic to target for another reason. The demographic of adolescents to teens views themselves as a little older cognitively than they are temporally. The group a little older than the young adult demographic views themselves younger, cognitively. Meanwhile, actual members of the young adult demographic view themselves as such. According to a study by Sheng-Chung Wei, many people mentally place themselves in the young adult demographic. And why not. The young demographic shouldn’t be the only one with a chance to take part in everything digital publishing has to offer.