Teen Research Unlimited 1998 Survey

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Teen Research Unlimited 1998 Survey
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• Lots of rings
• Pierced noses
• Lots of make up
• Lots of jewelry
• Funky hair
• Long hair on boys
• High top athletic shoes
• Reggae music
• Liquor, cigarettes drugs

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The good news is that these are out
THE BAD NEWS?
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• Sunglasses
• Rap music
• Jerry Springer
• Baseball caps
• Boxer shorts
• Corduroys
• Short hair on boys
• Coloring your hair
• Backpacks
• Cellphones
• Eating healthy
• Cool
• Sucks

• These items are in

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• So how did you do?
• What do you know about todays teens?
• How do you plan to market to them?

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Quick QuizTell me what is in and what is out?
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THESE ARE IN

• Rap Music
• Boxer Shorts
• Going to College
• Jerry Springer
• Sucks

THESE ARE OUT

• Pierced noses
• Marijuana
• Funky hair
• Body Glitter
• Phat

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Developing an Understanding of Teens

• Spending
• Where they shop
• How they spend time
• When and what they eat
• Their interest in advertising
• Opinions and psyche
• Motivations/expectations
• How they deal with stress

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Teens 1998 Spending

• 141 Billion
• Up 16 from 1997
• Teens Spend
• -84 per week on average
• -56 of this is their own money

-UNDERSTANDING TEENS-
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Teens 1998 Spending (continued)

• Teens earns 78 per week on average
• Less than 1/3 of teens receive a regular
  allowance
  
• 55 of teen income comes as needed from
  parents
  
• 47 of teens earn money from odd jobs
• 1/3 have a part time job
• 12 have a full time job
• 75 of all teens earn some money from working

-UNDERSTANDING TEENS-
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Teens are Financially Savvy

• 69 have a savings account
• 21 have a checking account
• 12 have a CD
• 24 own stocks, bonds or mutual funds
• 19 have access to a credit card

-UNDERSTANDING TEENS-
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Where Teens Shop

• In the past 30 days
• 74 of teens went to a supermarket
• 70 of teens went to a discount store
• 68 of teens went to a shopping mall
• Girls shop groceries 5.1 times a month
• Boys shop convenience stores 4.5 times a month

-UNDERSTANDING TEENS-
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Teens Most Shopped and Favorite Stores

• Most Shopped

• Favorite

OLD NAVY
-UNDERSTANDING TEENS-
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How Teens Spend Time

• 2.72 hours cooking preparing meals
• 3.30 hours studying
• 1.62 hours grocery shopping
• 8.58 hours hanging out
• 2.53 hours reading newspapers
• 5.94 hours working

• 2.41 hours going to the movies
• 2.55 hours going to religious functions
• 2.58 hours using online services
• 9.46 hours listening to CDs/tapes
• 6.18 hours talking on the phone

hours per week
-UNDERSTANDING TEENS-
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Interest in Advertising

• Teens have interest in advertising, especially
  in advertising centered on entertainment events,
  activities and movies to attend on evenings and
  weekends, or music and videos to use at home
  and/or with friends

-UNDERSTANDING TEENS-
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Interest in Advertising
-UNDERSTANDING TEENS-
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Media Most Relied Upon for Specific Advertising
not supermarkets
-UNDERSTANDING TEENS-
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Opinions Valued by Teens

• Parents (Moms more than Dads)
• Boyfriend\Girlfriend
• Grandparents
• Siblings
• Friends
• Clergy
• Peers

-UNDERSTANDING TEENS-
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Teen PsycheTeens are moved more by issues they
personally confront, rather than intangible
notions that may not directly affect them

• Aids
• Education
• Child abuse
• Drinking driving

• Rather than
• Health care
• Unemployment
• Homelessness
• War

-UNDERSTANDING TEENS-
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• Much of who teens are is who they aspire to be
• Teens are contradictory they want to fit in, yet
  they want their own identity
  
• They want their freedom, but they dont want
  responsibility
  
• They want their fun, but find nothing to do

-UNDERSTANDING TEENS-
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Teens are NOT??? Motivated by

• Belonging
• Acceptance
• Affiliation
• Underpinnings of being cool

-UNDERSTANDING TEENS-
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Teens Expect

• College degree
• Career
• Home
• Marriage
• Children

-UNDERSTANDING TEENS-
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Teens hope for a more enchanted future...

• Wealth
• Glamour
• Fame

-UNDERSTANDING TEENS-
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Teens do certain things to deal with stress...

• Girls
• Listen to music
• Hang out in room
• Sleep
• Talk on phone
• Hang with friends

• Boys
• Listen to Music
• Watch TV
• Hang out in room
• Play sports
• Play video games

-UNDERSTANDING TEENS-
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Teens Read Newspapers

• 75 of them spend 2.5 hours a week reading the
  newspaper.
  
• Popular sections include
• Comics Horoscopes
• Sports Ads
• Entertainment Classified
• Local News TV Radio Listings

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Teens Past-Week Usage of Daily Newspapers
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Guys Read Different Than Girls Favorites
Sections Are

• Guys Girls
• Sports Comics
• Comics Horoscopes
• More newspapers are delivering special teen
  sections
  
• Teens appreciate marketers who acknowledge
  them as a distinct consumer segment

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Newspaper Parts or Sections Read
Front Page
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Teens Usage of Sunday Newspapers
PAST MONTH
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How Teens Get Newspapers
Most teens receive daily and/or Sunday newspaper
they read by home delivery...

• Daily

• Sunday

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Teens Perception of Media Performance

• Newspapers are recognized by teens as being a
  truly local resource.
  
• Teens see newspapers as the medium containing
  information most helpful to them in their daily
  lives...
  

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Attention to Story Detail
MEDIA PERFORMANCE
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Best Educates About Local Community
MEDIA PERFORMANCE
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Believable/Accurate/Fair
MEDIA PERFORMANCE
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Contains Helpful Information
MEDIA PERFORMANCE
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Best Educates About the World
MEDIA PERFORMANCE
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Importance of Editorial Content
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Media Relied on for OVERALL News and Information
Content
Teens primary medium or news and information
about current events locally and globally is the
newspaper
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Newspapers Strengths and Weaknesses
STRENGTHS

• Newspapers are widely read by teens
• Newspapers enjoy a favorable image among teens
• Newspapers have a strong local franchise for news
  and information among teens
  
• Teens find newspapers a valuable resource for
  advertising

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Newspapers Strengths and Weaknesses
WEAKNESSES

• Newspapers appear to be falling short in their
  attempts to make themselves more relevant
  
• Teens typically bypass newspapers for lifestyles
  and entertainment information in favor of other
  media
  

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Rules for Advertisers Marketing for Teens

• Teens are Skeptical
• demand truth in advertising
• honesty and sincerity valued
• Teens are Experts at Processing Information
• Product information is key
• Be clear, show the product

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• Teens love to laugh
• Use humor in advertising
• What adults see as funny, teens often dont
• Dont use psychology or sarcasm
• Teens want to relate
• Make ads speak to teens
• Do not over promise
• Fine point demonstrate trust

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Summary Points

• The Teen market is huge
• Money is a big part of teen life
• Teens shop and buy
• Teens care and have high aspirations

Teens Read Newspapers
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Methodology

• 1,200 telephone interviews were conducted among
  teens 12 to 17. Four pieces of sample were
  employed (for each U.S. Census region) in order
  to ensure appropriate national representation
  quotas were set such that the number of
  interviews conducted in each region matched the
  national dispersion of the teen population. Each
  interview lasted an average of 20 minutes.

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• When I was 16 my parents were the dumbest people
  I ever met. When I was 21 I wondered how my
  parents got so smart in 5 years.
  
• Mark Twain

• One 16 year old said, "My parents are pushing 40.
  Ive only got 20 years to get that stupid.