Tween Media Study

1
Tween Media Study

• Prepared for
• Work Inc./VTSF
• July 2004

Prepared by
21267
2
Table of Contents

• Background Objectives. 3
• Methodology Notes on Analysis
  4
  
• Summary ... . 5
• Recommendations ... .. 7
• Detailed Findings ... .. 8
• Overall Media and Advertising Usage.... 9
  
• Television
  .. .. 22
  
• Movies......
  .......................... . 29
  
• Music/Radio ..... 33
• Magazine .. 46
• Internet .. 49
• Out-of Home.. 53
• Sponsorships/Promotions
  56
  Smoking Experiences.. 59
  Demographics. 66

3
Background Objectives

• Work Inc. and Virginia Tobacco Settlement Fund
  (VTSF) have collaborated on an anti-tobacco
  communications program among Virginia youth. In
  the past, they have studied this population and
  the success of the communications program. The
  current study examines media behavior among 9-12
  year olds in Virginia. This Tween Media Study is
  a companion piece to a separately conducted study
  among teens in Virginia.
• The primary objectives of this study were to
• Determine the most effective strategy for
  allocation of media dollars across various media
  channels.
  
• Determine the most effective placement strategies
  within various media channels.
  

4
Methodology Notes on Methodology

• Methodology
• This study was completed as an online interview
  between May 18th to June 9th. The interview
  averaged 14 minutes.
  
• In total 300 interviews were completed. All
  respondents were 9-12 years old and lived in the
  state of Virginia. Sample was drawn from the
  Harris Poll Online research panel. Total data
  shown in this report were balanced to represent 9
  -12 year olds in Virginia by age, gender,
  race/ethnicity, and region.
• Notes on Methodology
• Data has been statistically tested at the 90
  confidence level
  
• Significant differences are noted using letters
  corresponding to the subgroups reflected in the
  table.
  
• Quotas were established by age to ensure readable
  bases for analysis.
  

5
Summary

• Tweens consume a wide range of media, but
  television watching is still most prevalent.
  
• Most tweens report that they do not usually pay
  attention to advertising in any media.
  
• Ads before the movies attract the most consistent
  attention, but attention to TV ads is most
  frequent.
  
• Television
• During the week most tweens watch TV from 5-7. On
  weekends, viewership is throughout the day.
  Younger tweens are more likely to watch early
  weekend mornings than older tweens.
• Nickelodeon and Disney Channel are most
  frequently watched channels. Girls are more
  likely to watch Nickelodeon, Disney and Animal
  Planet than boys.
• Comedies are the most often watched type of show.
  Tweens favorite shows are cartoons, with Sponge
  Bob Square Pants the most frequently specified
  favorite.
• Movies
• More girls go to the movies than boys. Most
  tweens go to the movies less than once a month.
  
• Tweens watch movies rated G, PG, and PG-13. The
  shift to see PG-13 movies occurs during the tween
  years, when children are 11-12.
  
• Internet
• Two thirds of all tweens surf the Internet.
• Most tweens do not pay attentions to ads online.
• Four in five tweens play games by themselves on
  the Internet. They also do research and send/read
  emails.

6
Summary

• Music/Radio
• Most tweens listen to the radio 1-4 hours a day.
• Tweens listen to the radio early evening and
  early morning.
  
• CDs are the most popular format for listening to
  music.
  
• Tweens mostly obtain new music by buying CDs.
• Most tweens watch music television. MTV is the
  most popular music television channel. Older
  tweens are more likely to watch MTV and VH1 than
  are younger tweens. Boys are more likely to watch
  The Soul of VH1 than are girls.
• Half of the tweens in Virginia attend concerts.
  Tweens living in Tidewater are more likely to go
  to concerts than those who live in Central
  Virginia. Also, girls more frequently attend
  concerts than do boys.
• Tweens favorite type of music is Hip-Hop and/or
  Rap, Pop, and Rock. More boys than girls like
  Rock and more girls than boys like Pop. Older
  tweens and girls like Punk Rock more than do
  younger tweens and boys. Tweens living in
  Tidewater like Rock more than those who live in
  Central Virginia. Tidewater tweens like RB more
  than do Northern Virginia tweens.
• Out-of Home
• More than half of all tweens notice billboards
  most of the time. But they do not report paying
  frequent attention to their ads.
  
• Tween in Central Virginia and Tidewater are more
  likely to notice billboards than those who live
  in Northern Virginia. However, those in Northern
  Virginia and in Tidewater are more likely to
  notice ads on subways, trains and buses than
  those who live in the Southwest or Central.
• Magazines
• Tweens who live in Central Virginia are more
  likely to read or flip through magazines than
  those who live in Northern Virginia.
  
• Among magazine readers most read woman's
  magazines followed by sports magazines.
  
• VTSF Campaign
• Those tweens that are aware of the Ydouthink
  website are girls and older tweens.

7
Recommendations

• The two most effective locations to place
  advertising is on TV and at the movies. Magazines
  would be a third choice.
  
• The number one recommendation for TV would be to
  place the ads during the show Sponge Bob Square
  Pants. Other areas to focus are cartoons/animated
  shows and comedies. Channels like Nickelodeon and
  Disney are good candidates for a media buy as
  well.
• The best time for these ads on TV are after
  school during the week (5-7 pm). In addition,
  younger tweens can be reached in the morning on
  weekends.
• MTV is also popular with tweens. This could be a
  potential spot for media dollars.
  
• Ads before movies are a very effective way to
  reach tweens, but tweens attend movies less than
  once a month. Therefore, if possible, targeting a
  high profile movie might be the best approach.
  The movie should be rated PG to reach the largest
  cross section of the tween population.
• Women's and sports magazines would be the best
  location for ads.
  
• The best way to reach tweens online would be
  through games. Tweens do not pay attention to
  conventional online ads.
  
• Awareness of the Ydouthink website is lowest
  among boys and younger tweens. To reach this
  segment we recommend the following placements.
  
• For boys
• Sports, cartoons/animated shows, and The Soul of
  VH1
  
• Rock music related to purchasing CDs
• For younger tweens
• TV shows in the early morning on weekends
• Movies rated G and PG

8

• Detailed Findings

9

• Overall Media and Advertising Usage

10
Media Usage
Do you?
Tweens consume a wide range of media, and
television is still most pervasive.
Base All respondents
11
Attention to Advertising
Pay Attention To Most
Virginia tweens report paying most attention to
television advertising. Older tweens tend to pay
attention to magazine ads more than younger
tweens (53 vs 37). Girls are more likely to pay
attention to street teams than boys (4 vs 0).
Tweens living in Central Virginia are more likely
(6) to pay attention to street teams than tweens
living in Northern Virginia (0) and Tidewater
(0).
Q650 Think about all different types of
advertising weve talked about in this survey.
What kind of ads do you pay attention to the
most? Base All qualified respondents (n300)
12
Attention to Commercials
Always/most of the Time Pay Attention to
Advertising
(n266)
(n296)
Virginia tweens most often pay attention to
advertising before movies. But attention is
infrequent across media.
(n300)
(n256)
(n300)
(n300)
(n268)
(n300)
(n192)
Base Use media
13
Advertising at Movies
Pay Attention to Commercials Before Movies
Always/ Most of the time 34
One third of tweens who go to the movies pay
attention to the ads at least most of the time.
Attention does not differ by age and gender.
However, those in Tidewater (47) pay attention
to ads before movies more than those in Central
Virginia (25).
Source Q465-Do you pay attention to the
commercials shown before the movie begins?
Base Watch movie-Total (n266)
14
Advertising on Television
Pay Attention to Television Commercials
Always/ Most of the time 27
One-quarter of Virginia tweens pay attention to
commercials on TV at least most of the time.
Girls (13) are more likely to hardly ever/never
pay attention to TV commercials compared to 5 of
boys. Tweens living in Tidewater (14) are more
likely to always pay attention to TV commercials
than those tweens living in Northern Virginia
(3).
Source Q410-Do you pay attention to TV
commercials?
Base Watch TV-Total (n296)
15
Word-of-Mouth Advertising
Pay Attention to Word-of-mouth Advertising
Always/ Most of the time 25
One-quarter of tweens pay attention to
word-of-mouth advertising at least most of the
time. Attention does not differ much by age,
gender or region.
Source Q610-Do you pay attention to
word-of-mouth advertising? Base All respondents
(n300)
16
Magazines Advertising
Pay Attention to Ads in Magazines
Always/ Most of the time 16
One in six tweens who read magazines pay
attention to the advertising at least most of the
time. Attention does not differ by age, gender or
region.
Source Q625-Do you pay attention to ads in
magazines? Base Read or flip through magazines (
n256)
17
Sponsorships/Promotions
Pay Attention to Sponsorships/promotions
Always/ Most of the time 8
Almost, one in nine tweens pay attention
frequently to sponsorship/promotions. Attention
does not differ by age or gender. In Northern
Virginia tweens hardly ever/never (52) pay
attention to sponsorships/promotion compared to
tweens in Central Virginia (33).
Source Q640-Do you pay attention to
sponsorship/promotions? Base All respondents (n
300)
18
Out-Of Home Advertising
Pay Attention to Ads Leaving House (e.g.
billboard ads, ads on benches, ads on buses,
subways, etc.)
Always/ Most of the time 5
The majority of Virginia tweens (56) hardly ever
or never pay attention to out-of home ads. Tweens
living in Central Virginia and Tidewater are more
likely to pay attention frequently to ads than
those living in Northern Virginia.
SourceQ600-Do you pay attention to ads you see
when you leave your home? Base All respondents (
n300)
19
Radio Advertising
Pay Attention to Radio Ads
Always/ Most of the time 4
Tweens who listen to music on the radio hardly
ever or never (61) pay attention to ads in that
medium. Attention does not differ by age, gender,
or region.
Source Q520-Do you pay attention to radio ads?
Base Listen to music on the radio-Total (n268)
20
Street Team Advertising
Pay Attention to Street team Advertising
Always/ Most of the time 3
Almost half of tweens never pay attention to
street team advertising.
Source Q615-Do you pay attention to street team
advertising?
Base All respondents (n300)
21
Internet Advertising
Pay Attention to Ads When Surfing Internet
Always/ Most of the time 1
Tweens who surf the Internet do not pay attention
to ads on the Internet while surfing.
Source Q 475-How often do you pay attention to
the ads that you see when surfing the Internet?
Base Surf Internet-Total (n192)
22

• Television

23
Television
Watch Television
Gender
Age
All tweens in Virginia watch TV, regardless of
age or gender.
Age
Gender
Source Q405-First, do you watch television?
Base All respondents- total (n300) Age 9-10
(n180) Age 11-12 (n120) Male (n143) Female
(n157)
24
Television Viewership
Watch Television During Weekdays
Watch Television During Weekends
Most tweens watch TV from 5-7pm during the
week, while on weekends viewership is dispersed
more throughout the day.
On weekends, early morning viewing is more
prevalent among younger tweens (47 vs. 33) and
boys (46 vs. 31).
Source Q 415/Q 420-On weekday/Weekends, at which
time of the day do you usually watch TV?
Base Watch TV (n296)
25
Television-Channel
Watched Most Often (top 20)
Nickelodeon and Disney channels are the most
frequently watched channels among both younger
and older tweens. Girls are more likely than boys
to watch Nickelodeon, Disney and Animal Planet.
Source Q 425-Which of the following TV channels
do you watch most often??
Base Watch TV (n296)
26
Television-Type of Shows
Watched Most Often
Most tweens watch comedies on TV. Game shows are
more popular among older than younger tweens.
Boys are more likely than girls to prefer sports,
while girls are more likely to watch reality
shows. Sports viewing is least common in the
Central region.
Source Q 430-What types of TV shows do you
watch most often?
Base Watch TV (n296)
27
Television
Favorite TV Shows by Type
Cartoons/animated shows and comedy are the
favorite types of TV shows. Boys more likely to
prefer cartoons/animated shows (62 vs. 47).
Girls more likely to prefer comedy (57 vs. 33).
Older tweens more likely to prefer reality shows
(20 vs 11)/drama (18 vs. 8).
Source Q 435-Currently, what TV shows are your
favorites?
Base Watch TV (n296)
28
Television
Top 8 Favorite TV Shows by Name
One in five tweens mention Sponge Bob Square
Pants as their favorite show. This is especially
true in Northern Virginia.
Source Q 435-Currently, what TV shows are your
favorites?
Base Watch TV (n296)
29

• Movies

30
Movies
Attend Movies
Gender
Age
C
D
A
B
C
More girls then boys go to the movies.
Source Q450-Do you go to see the movies in the
theaters? Base All respondents- total (n300) A
ge 9-10 (n180) Age 11-12 (n120) Male (n143)
Female (n157)
31
Movies
Frequency of Movie Attendance
More than half of tweens go to the movies less
than once a month.
Source Q 455-How often do you go to the movies?
Base All respondents (n300)
32
Movies
Total
Age
9-10
11-12
A
B
B
B
A
Overall, tweens watch movies with G, PG, and
PG-13 ratings. Older tweens are more likely to
see more PG-13 movies than younger tweens.
Likewise, younger tweens are more likely to
watch movies with G and PG ratings than older
tweens.
Source Q460-Think about the movies that you
watch at the movie theater. What are they usually
rated? Base Watch movies in theater-Total (n266
) Age 9-10 (n 162) Age 11-12 (n 104)
33

• Music/Radio

34
Music
Listen to Music
Gender
Age
Listening to music is nearly universal among
Virginia tweens.
Source Q 500-Do you listen to music?
Base All respondents- total (n300) Age 9-10
(n180) Age 11-12 (n120) Male (n143) Female
(n157)
35
Music
Time Listening to Music
More than half of tweens listen to the radio 1-4
hours a day.
Source Q 505-Thinking about an average day in
your life, how many hours do you spend listening
to music?
Base Listen to music-Total (n284)
36
Music
Listen to Music 1 or More Hours
CDs are the most popular format for listening to
music.
Source Q 510-Please select the amount of time
each day in which you listen to music on the
formats listed below Base Listen to music (n284
)
37
Music/Radio
Age Gender Region
Total 9-10 11-12 Male Female North Southwest
Central Tidewater (268) (162) (106) (12
1) (147) (74) (46) (61)
(86)
A B C D E F
G H
Early morning (6 a.m.-9 a.m.) 31
35 26 31 30
35 25 38
24 Mid-morning (10 a.m
.-12 p.m.) 1 -
- 1 1
1 - -
Afternoon (1 p.m.-4 p.m.) 18
18 19 21 15 21
17 22 13
Early evening (5 p.m.-7 p.m.) 34
32 36 28 40 32
24 33 43
Prime time (8 p.m.-10 p.m.) 14
11 16 16 11
10 29 5
13 Late Night (after 11 p.m.) 3
4 3 3 3
4 1
6
Early evening and early morning are the most
popular times to listen to radio.
Source Q 515-When do you most often listen to
the radio?
Base Listen to music on the radio
38
Music
Frequently/Occasionally
Six in ten Virginia tweens purchase CDs to get
new music. Older tweens are more likely to
frequently purchase CDs compared to younger
tweens (21 vs 7). Tweens who live in Central
Virginia are more likely to indicate that they
are frequent CD purchasers compared to tweens
living in Northern Virginia. Those living in
Central Virginia and Tidewater are more likely to
report that they are frequent CD burners
compared to those in the North or Southwest.
Further, tweens in Northern Virginia are less
likely to record music from the radio than those
living in Central or Tidewater.
Source Q525/526-Thinking about how you get new
music, please rate how often you do each of the
following activities Base Listen to music (n284
)
39
Music
Watch Music Television
Watch music television 60
Six in ten Virginia tweens watch music
television. MTV is the most popular music
television channel.
Source Q530-Which of the following music
television channels do you watch?
Base Listen to music (n284)
40
Music
Watch Music Television
Age Gender
Total 9-10 11-12 Male Female
(284) (170) (114) (128)
(156)
A B C D
Watch Music Television
60 54 65
58 62 MTV 46 3
8 52A 44 48
VH1 30 24 36A
29 32 BET (Black Entertainment
Television) 22 19 26
20 25 MTV2 20
15 24 21 18
CMT (Country Music Television) 18
17 20 18 18
VH1 Country 7 6
7 5 8
The Soul of VH1 6 9
3 10D 1
FUSE 4 2 5
2 5
Other 4 7
2 5 4
GMTn (Gospel Music Television Network)

Do not watch music television 40
46 35 42
38
Older tweens are more likely to watch MTV and VH1
than are younger tweens. Boys are more likely to
watch The Soul of VH1 than girls.
Source Q530-Which of the following music
television channels do you watch?
Base Listen to music
41
Music
Watch Music Television
Region
Total North Southwest Central Tidewater
(284) (78) (46) (67)
(92)
A B C D
Watch Music Television 60 49
63 67 61
MTV 46 37 53
43 52 VH1 30 25
36 25 36
BET (Black Entertainment Television) 22
17 15 36A 21
MTV2 20 21 17 18
21 CMT (Country Music Television)
18 12 30 24 12
VH1 Country 7 2
9 15AD 2
The Soul of VH1 6 1
2 16AD 5
FUSE 4 3 2
1 7 Other 4
2 1 7 6
GMTn (Gospel Music Television Network)


Do not watch music television 40
51 37 33 39

BET, VH1 country, and The Soul of VH1 are watched
more by Central tweens than Northern and
Tidewater tweens.
Source Q530-Which of the following music
television channels do you watch?
Base Listen to music
42
Music
Go to Concerts
Go to concerts 50
Half of tweens who listen to music have gone to a
live music concert.
Source Q535-How often do you go to concerts or
any type of live musical performance?
Base Listen to music (n284)
43
Music
Favorite Type of Music
Hip-Hop, Rap, Pop and Rock lead Virginia tweens
list of favorite music genres.
Source Q540-What are your favorite types of
music?
Base Listen to music (n284)
44
Music
Favorite Type of Music
Age Gender
Total 9-10 11-12 Male
Female (284) (170) (114) (128)
(156)
A
B C D
Hip-Hop and/or Rap 43 33
51 41 45

Pop 41 36 45
30 54C
Rock 38
38 39 44D 31

Country 31 30 31
28 34
RB 26 22 30
24 29 Oldies 20
21 20 22 18
Classic Rock 19 23
16 20 17
Christian Rock 15 19
11 14 16
Punk Rock 13 8 17A
6 21C
Pop music is preferred by girls, while boys are
more likely to prefer Rock.
Source Q540-What are your favorite types of
music?
Base Listen to music
45
Music
Favorite Type of Music
Region
Total North Southwest Central
Tidewater (284) (78) (46)
(67) (92)
A B C D
Hip-Hop and/or Rap 43 45
35 46 43

Pop 41 40 46
43 37 Rock 38 3
9 48 22 44C
Country 31 21 54
35 19
RB 26 19 18
31 35A
Oldies 20 22
17 14 25

Classic Rock 19 14
25 18 21
Christian Rock 15 11
14 20 14
Punk Rock 13 12 11
11 18
Source Q540-What are your favorite types of
music?
Base Listen to music
46

• Magazines

47
Magazines
Read or Flip Through Magazines
Region
C
A
B
D
A
Almost nine in ten tweens read or flip through
magazines. Magazine readership is particularly
high among Central Virginia tweens. There are no
magazine readership differences by age or gender.
Source Q620-Do you read or flip through
magazines? Base All respondents-Total (n300) R
egion North (n82) Region Southwest (n46)
Region Central (n74) Region Tidewater (n97)
48
Magazines
Magazines Read
Source Q630-What magazine do you read??
Base Read or flip through magazines (n256)
49

• Internet

50
Internet
Surf Internet
A
B
C
D
A
Overall, two thirds of all Virginia tweens surf
the Internet. Tweens in Tidewater are more likely
to surf than in Northern Virginia. Internet usage
does not differ by age or gender.
Region
Source Q 470-Do you surf the Internet?
Base All respondents-Total (n300) Region North
(n82) Region Southwest (n46) Region Central
(n74) Region Tidewater (n97)
51
Internet
Types of Internet Ads Pay Most Attention To
Age Gender Region
Total 9-10 11-12 Male Female North
Southwest Central Tidewater
(192) (110) (82) (87) (105) (50)
(27) (48) (67)


A B C D E
F G
H
Links to other sites
25 24 26
19 32 21 31
26 24
Banners
15 9 19
8 22C 11
10 17 18
Pop-ups
13 20B 8
15 12 4
18 17 16
Online articles that recommend
products 3 3 4
6D -
- 7 5
I dont pay attention to any online ads 53
56 50 60D 44
67 48 46
49
A majority of tweens who surf do not pay
attention to online ads. Younger tweens pay more
attention to pop-ups than do older tweens. Girls
are more likely than boys to pay attention to
banner ads.
Source Q 477-What types of ads do you pay the
most attention to when surfing the Internet?
Base Surf internet
52
Internet
While Surfing Internet
Four in five tweens play games by themselves on
the Internet. Girls are more likely to send/read
emails than boys. Likewise, older tweens are more
likely to read/send emails and also chat than
younger tweens.
Age Gender Region
Total 9-10 11-12 Male Female North Southwest
Central Tidewater (192) (110) (82) (87)
(105) (50) (27) (48)
(67)

A B C D E
F G
H
Play games by myself 84
88 81 82 87
82 90 85
83
Research/Information gathering 60
53 65 64 54 64
64 61 53
Send/read emails 53
39 64A 40 68C
36 87 50
52 Chat
42 26 55A 42
42 42 40
39 45 Browse for items
26 29 24
22 31 22 14
26 35 Play games with others
online 25 20 29
31 18 19 30
26 27 Download
21 22
21 25 17 28
23 12 22
Find movie times and locations 16
7 23A 11
22 11 15 17
20 Search auction sites
11 13 9
14 7 8
5 15 12
Purchase items 7
5 8 12D
1 19 -
3 3 Upload/Look at/Send p
hotos 6 5
7 2 11C 7
3 5 8
Write/Read journals and/or blogs 6
2 9 -
13C 5 2
12 3
Source Q480-When youre surfing the Internet
which of the following are you most likely to
do?
Base Surf internet
53
Out-Of Home Advertising
54
Out-Of Home
Notice Most of the Time
Half of tweens notice billboards most of the time
when leaving their home.
Source Q605-Think about the types of ads you see
when you leave home. What types of these ads do
you notice most often? Base All respondents (n3
00)
55
Out-Of Home
Notice Most of the Time
Region
Total North Southwest Central Tidewater
(300) (82) (46) (74)
(97)
A B C D
Billboards 53 33
44 71A 64A

Commercials shown in the theaters
before the movie starts 32 31 27 37
33
Ads in the malls
26 20 26 24 34

People in costumes
14 13 11 16 14

Wild Postings (posters) 11 8
19 14 7
Blimps/Planes pulling banne
rs 10 9 8 14 10

Subways/Trains/Buses 10 16C
5 2 13C
Tweens in Central Virginia and Tidewater are more
likely to notice billboards than those who live
in Northern Virginia. However, those in Northern
Virginia and in Tidewater are more likely to
notice ads on subways, trains and buses than
those who live in the Southwest or Central.
Source Q605-Think about the types of ads you see
when you leave home. What types of these ads do
you notice most often?
Base All respondents
56

• Sponsorships/Promotions

57
Sponsorships/Promotions
Sponsorship Like Most
Overall, tweens like contents with cool prizes
the most, followed by celebrity sponsorships.
Source Q635-Which of the following types of
sponsorships/promotions do you like the most?
Base All respondents (n300)
58
Sponsorships/Promotions
Sponsorship Liked Most
Age Gender Region
Total 9-10 11-12 Male Female North Southwest
Central Tidewater (300) (180) (120) (14
3) (157) (82) (46) (74)
(97)
A B C D E F
G H
Contest with cool prizes 58
56 59 56 60
58 56 61
56
Celebrity sponsorship 34
34 34 31 38
35 24 41
34 Sales/Coupons 2
5 21 29 19 33C
20 23 26
33 TV show sponsorship
15 11 18 15 14
9 10 23E
16 Walks/Charitable event
13 13 14 10
18 18G 15 5
15 Concert sponsorship
5 3 8 7
4 4
9 7 None of these
19 15
22 21 17 16
26 14 22
Girls are more likely than boys to like sales and
coupons. Sales/coupons are particularly popular
in Central Virginia, while walks/charitable
events are more preferred in Northern Virginia.
Source Q635-Which of the following types of
sponsorships/promotions do you like the most?
Base All respondents
59

• Smoking Experiences

60
Smoking Information
Seen or Heard Information
Age Gender
Total 9-10 11-12 Male
Female (300) (180) (120)
(143) (157)

A B
C D
Cigarette smoking 86 81
89 88 83

Drug Use 72 73 72
74 70
Alcohol Use 60
53 67A 63 57

None of these 11 13 9
10 12

Nearly nine in ten Virginia tweens have seen or
heard information about cigarette smoking, more
than have heard about drug or alcohol use.
Source Q700-Please indicate if you have recently
see or heard information about the following
Base All respondents
61
Information Sources
Seen or Heard Information About Smoking, Drug
Use, or Alcohol Use
Age Gender Region
Total 9-10 11-12 Male Female North Southwest
Central Tidewater (300) (180) (120) (14
3) (157) (82) (46) (74)
(97)
A B C D E F
G H
On television
85 80 89 86 83
83 92 88
79
In a magazine 38
28 46A 38 37
37 40 33
41 In a newspaper
17 13 21 20 14
25G 11 7
23G On a billboard
24 15 32A
26 22 18 27
21 32 On the radio
34 34
35 29 41
45G 23 27
37 Other
27 29 26
27 28 43G
29 7 28G
Most information about substance use has been
seen on the television.
Source Q705-Where have you ever seen or heard
information about cigarette smoking, drug use, or
alcohol use?
Base All respondents
62
Smoking
Age Gender Region
Total 9-10 11-12 Male Female North Southwest
Central Tidewater (300) (180) (120) (14
3) (157) (82) (46) (74)
(97)
A B C D E F
G H
Increasing
12 6 17A 11 13
24GH 8 8
6 Not Increasing
30 28 32
30 30 20
36 33 34
Decreasing 19
18 21 20 19 12
32 22 16
Staying the same 11
10 11 10 11 8
4 11 18
Not Sure
58 66B 51 59
57 56 56 59
60
Most tweens are not sure about whether smoking is
increasing or decreasing among kids their age.
Tweens in Northern Virginia are most likely to
believe the trend that smoke is increasing.
Source Q720-Smoking among people my age is?
Base All respondents
63
Smoking Information
Age Gender Region
Total 9-10 11-12 Male Female North Southwest
Central Tidewater (300) (180) (120) (14
3) (157) (82) (46) (74)
(97)
A B C D E F
G H
Difficult
80 77 83
74 87 82 83
72 81 Very Difficult
51 52
50 46 56 57G
55 36 54G
Somewhat difficult 29
25 33 28 31 25
28 36 27
Not Difficult
20 24 17 26
13 17 17
28 18 Not very difficult
17 19 16
23D 11 17
17 21 15
Not at all difficult 3
5 1 3 2
- 7E
3
Most tweens believe it is difficult to quit
smoking. Tweens in Central Virginia are least
likely to say quitting smoking is very difficult.
Source Q725-How difficult do you think it is for
someone who smokes a few cigarettes a day to quit
smoking?
Base All respondents
64
Smoking Information
Region
Total North Southwest Central Tidewater
(300) (82) (46) (74)
(97)
A B C D
0 81 74 86
82 83 1 or more 13
21 12 7
12 1-2
9
16C 9 4 8

3-5 3 4
1 3 4
6 or more
1 1 2 -

Not sure 6 5 3 1
1 4

Tweens in Northern Virginia are most likely to
have a friend who smokes.
Source Q735-How many of your close friends smoke
cigarettes?
Base All respondents
65
VTSF Campaign
Age Gender Region
Total 9-10 11-12 Male Female North
Southwest Central Tidewater
(300) (180) (120) (143) (157) (82) (46)
(74) (97)

A B C D E F
G H
Familiar (Net)
44 34 53 37
54 40 51
46 42 I have only heard
of the website 37 29 44A
29 49C 35
44 38 34
I have heard of and visited the site 7
5 9 8 5
5 7 8
8 I have never heard of the website
56 66B 47 64D
46 60 48 54
57
Four in ten Virginia tweens have heard of or
visited the ydoyouthink website. Familiarity is
greatest among older tweens and girls.
Source Q740-Please select which of the following
best describes your familiarity with the website
ydouthink.com.
Base Total answering
66
Demographic Profile
Those aware of the ydouthink website are more
likely to be female and older tweens.