Brands should consider aiming their ad campaigns at young metrosexuals and jockettes, who make up a large proportion of the teenage market, findings from a new study have indicated.

According to the Teen Segments report, compiled by Euro RSCG Discovery, of the 11 categories identified in the study, jockettes – young women with active lifestyles – constitute more than 25 per cent of teenagers, while young metrosexuals – those concerned with their outward appearance – also make up over 25 per cent, Adweek reports.

This suggests that those involved in online marketing services could benefit from tailoring their ad strategies to appeal to these demographics.

Other masculine segments identified in the survey include ‘technosapien’ and ‘tuned inward’, while girls are also categorised as ‘most likely to succeed’, ‘style meets thrift’ and ‘in-style socialites’.

Last month, marketers were advised by Just Retirement that they could profit through targeting silver surfers as an increasing number of older people are doing their shopping over the web.

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