A New Generation of Techies Drive Teen Culture According to GenWorld Teen Study

CHICAGO, March 9 /PRNewswire/ -- Technology isn't just for geeks
anymore. Among teens worldwide, a new technology-savvy
social-networking teen has emerged -- the SuperConnector.

As access and technological proficiency increased over the past
decade, the profile of the most wired teens has changed dramatically,
according to the 13-nation GenWorld Teen Study of 3,322 teens recently
conducted by Energy BBDO (www.energyBBDO.com).

"Techies and geeks have been replaced by SuperConnectors, teens who
wield a host of communication technologies to maintain their always-on
social network and constant connection to information and culture,"
according to Chip Walker, study author and executive vice president
and planning director at Energy BBDO.

SuperConnectors are defined by their regular use of technologies such
as cell phones, text messaging, the Internet, email, instant messaging
and search engines.

How do they differ from their peers? The SuperConnector is more likely
to go online than to watch TV and is more likely to use a search
engine than listen to a CD.

But the SuperConnector is no stereotypical techie. SuperConnectors are
the most leading edge teens in terms of attitudes and cultural
involvement. They are active and engaged: going shopping, to fast food
restaurants, visiting cafes or coffee shops, playing sports, going to
parties, bars, and nightclubs more often than their peers. They are as
likely to be female as male and do not necessarily self-identify as
geeks or techies. Moreover, they represent a large market for brands
-- nearly a third of the world teen population.

What's driving the shift? "With super-connectors, it's no longer about
technology with a capital T. Sending a text message is like passing a
note in class, it's a way to stay connected," says Walker.

So what does the emergence of the SuperConnector mean for brands?
"Word of mouth is still the number one consumer influencer. Brands
have a new opportunity to leverage these personal networks and talk to
teens through the channels they use with each other every day," says
Walker. " With the right infrastructure, we could see a day in the
future when your favorite coffee shop sends you a text message about
cool events or Nike IMs you when a new color comes out in your
favorite running shoes."

Teens have an adept command of how to leverage new technology to
benefit their everyday lives. It is time for brands to follow suit.

GenWorld Teen Study commissioned by Energy BBDO gauged the lifestyle,
values attitudes and brand perceptions of 3,322 teens aged 13-18 in 13
countries around the world. Countries included: USA, Mexico, Brazil,
U.K., France, Germany, Spain, Australia, Russia, Poland, China,
Taiwan, and India. The study was fielded over the summer of 2005 and
administered in participants' indigenous language. An on-line
methodology was used in developed countries where Internet access is
widely available and an in-person methodology was used in developing
countries. The sample was balanced male and female, with older and
younger teens equally represented and reflected broad socioeconomic
status (A, B, C social classes based on DRI's Purchasing Power Parity
buying ratings including all households with the PPP buying power
equivalent of $7,500 USD). SOURCE Energy BBDO