Infographic: teenage consumer research highlights importance of packaging

Purchasing decisions made by teenage girls are influenced by price, brand and their friends, but the group is less susceptible to traditional broadcast advertising, a focus group has found.

The research by Easyfairs found that the demographic was more likely to switch between low-cost brands due to their packaging, preferred to shop online than in store, and typically decided whether or not to purchase a product within a 20-minute timeframe. In contrast, it claimed that the group rarely used quick response (QR) codes and found celebrity endorsements “irrelevant”. The findings have been presented in a new infographic.

But the size of the survey – an online focus group of ten 17-year-old girls, monitored for their day-to-day internet search and shopping habits – could raise questions over the validity of its findings.

Alison Church, event director for Easyfairs’ UK packaging events, said: “The rise in online shopping has been witnessed for some time, and it immediately questions what the future holds for traditional retail outlets. After John Lewis announced its hugely successful festive takings, it was hinted that it no longer required hundreds of high street outlets. So what does this mean for brands generally but also more specifically the packaging sector?

“It will have to work harder of course, especially for consumer packaged goods. Packaging is a vital tool in the de-selection process, such as the images used for brand identification and product confirmation online, including limited edition packs and personalisation. Secondary packaging is also vitally important, not only to protect the product, but to deliver the ‘wow’ factor that correctly portrays a brand’s identity when ordered online and delivered by post.”