Teen Spending

1
Teen Spending Source of IncomeAugust,
2005
From ICRs Teen Omnibus Survey TeenEXCEL
(2001-2005)
Contact info_at_icrsurvey.com 53 W. Baltimore Pike,
Media, PA 19063 484-840-4300 (p) 484-840-4599
(f)
I N T E R N A T I O N A L C O M M U N I C A T I
O N S R E S E A R C H Custom Research
Information Analysis ICR EXCEL omnibus services
2
Table of Contents

• Why Survey Teens? 3
• Why ICR? 4
• Methodology 5
• Executive Summary 7
• Detailed Findings 8
• Methods of Obtaining Money 9
• Disposable Income 10
• Full or Part-time Job Trend (Boys vs.
  Girls) 11
• Odd Jobs Trend (Boys vs. Girls) 12
• Obtain Money from Parents Trend (Boys vs.
  Girls) 13
• Disposable Income Trend (Boys vs. Girls) 14
• 2005 Source of Income Bar Chart (Boys vs.
  Girls) 15

3
Why Survey Teens?

• They spend over 150 Billion per year
• And influence their parents to spend more
• They are confident consumers
• They are tech savvy
• They are aware that they are being marketed to
• They are fierce individuals who view their
  friends as family
• They are diverse
• and pride themselves on their ability to move
  among peer groups
• They are multitasking media hounds

4
Why ICR?

• Accurate
• Nationally representative of the entire US teen
  population, ages 12-17
• Telephone RDD (Random Digit Dial)
• Affordable
• Fraction of the cost of a custom survey
• Just one question gets you access to all the
  demographics
• Our scale (150,000 interviews per year) allows us
  to be priced much more competitively
• Fast
• One week from questionnaire to data delivery
• Top line data available the day after
  interviewing ends Reports one day after that
• Teen Research Experts
• ICR has done tens of thousands of interviews with
  teens
• Focus groups, mall intercept, custom studies,
  web, teen omnibus

5
Methodology

• TeenEXCEL is a national monthly telephone omnibus
  service designed to meet quality standards
  associated with custom research studies.
• Sample Design
• Each TeenEXCEL survey consists of a minimum of
  500 interviews, with 1/2 male and 1/2 female
  respondents aged 12 to 17. The age groups are
  further stratified by 12 to 14 year olds and 15
  to 17 year olds. A representative sample is
  achieved using our targeted, pre-screened RDD
  samples. Sample telephone numbers are loaded
  into on-line sample files accessed directly by
  the CATI system. Within each sample household,
  one respondent is randomly selected using a
  computerized procedure.
• Field Period
• Interviewing for each TeenEXCEL survey is
  conducted, via CATI, over a 5-day period
  encompassing both weekdays and weekends. Up to
  four attempts are made to each sample number on
  various days and at different time periods.

6
Methodology (contd)

• Weighting
• Each TeenEXCEL is weighted to provide nationally
  representative and projectable estimates of the
  population 12 - 17 years old. The first step is
  to assign a pre-weight to each respondent that is
  determined by dividing the number of incoming
  telephone numbers in the household into the
  number of teens in the household. For most
  respondents, this weight will remain at 1.0. The
  second step is a simple ratio estimate. The 500
  interviews are sorted into 16 cells and projected
  to the census population of the cell. These
  sixteen cells are from the four census regions,
  by the two sexes, by the two age groups (i.e., 12
  to 14 and 15 to 17).
• Significant Differences
• Within this report, significant differences are
  reported at the 95 level of confidence.

7
Executive Summary

• Methods of Obtaining Money Most teenagers
  obtain money from their parents when needed, as
  well as doing odd jobs occasionally to earn
  money. As might be expected, the smallest
  proportion actually have a regular full- or
  part-time job.
• The trend among teens who obtain money from their
  parents has remained flat,
  despite a peak in 2003.
• Significantly more teenage girls obtain money
  from their parents (87 vs. 77 boys).
• The number of teens with a regular allowance has
  remained fairly steady after what seemed to be
  the start of an upward trend.
• The number of teens who earn money occasionally
  doing odd jobs has decreased significantly since
  2001.
• Significantly more teenage boys indicate they
  earn money occasionally (73 vs. 65 girls).
• The number of teens with a regular full- or
  part-time job decreased significantly in 2003 and
  has since remained steady.
• Disposable Income
• Disposable income decreased from 2001 to 2003 and
  now seems to be turning around from its downward
  trend. However, it still hasnt reached 2001
  levels.
• Teens ages 15 to 17 as well as teenage boys have
  had higher levels of disposable income however,
  the levels of disposable income for teenage girls
  have surpassed that of boys in 2005 (47 vs. 45
  boys).

8
Detailed Findings
9
The trend among teens who obtain money from their
parents has remained flat, despite a peak in
2003. The number of teens who earn money
occasionally has decreased significantly since
2001. The number of teens with a regular
allowance has remained fairly steady after what
seemed to be the start of an upward trend. The
number of teens with a regular full- or part-time
job decreased significantly in 2003 and has since
remained steady.
? 2001
? 2002
(n2542)
(n2535)
(n2531)
(n3534)
(n1366)
Teens base
D2a. Do you have a regular or full-time
job? D2b. Do you earn money occasionally (doing
odd jobs)? D2c. Do you have a regular
allowance? D2d. Do you obtain money from parents
when needed?
?? Significant difference from indicated measure
at 95 confidence level
Base Total respondents
10
Disposable income decreased from 2001 to 2003 and
now seems to be turning around from its downward
trend. However, it still hasnt reached 2001
levels.

• As might be expected, teens ages 15 to 17 have a
  higher disposable income than the average teen.

? 2001
? 2002
? 2004
? 2001
? 2002
(n2542)
(n2535)
(n2531)
(n3534)
(n1366)
Teens base
(n1289)
(n1276)
(n1280)
(n1804)
(n691)
Ages 15-17 base
?? Significant difference from indicated measure
at 95 confidence level
Base Total Respondents
D3. How much did you spend in the last 7 days?
11
More teenage boys have a regular full- or
part-time job.
?
?
?
(n1272)
(n1257)
(n1264)
(n1773)
(n684)
Boys base
(n1270)
(n1278)
(n1267)
(n1761)
(n682)
Girls base
?? Significant difference from corresponding
segment at 95 confidence level
Base Total respondents
D2a. Do you have a regular or full-time job?
12
More teenage boys earn money occasionally doing
odd jobs than do teenage girls.
?
?
?
?
(n1272)
(n1257)
(n1264)
(n1773)
(n684)
Boys base
(n1270)
(n1278)
(n1267)
(n1761)
(n682)
Girls base
?? Significant difference from corresponding
segment at 95 confidence level
Base Total respondents
D2b. Do you earn money occasionally (doing odd
jobs)?
13
More teenage girls obtain money from their
parents when needed than do teenage boys.
?
?
?
?
?
(n1272)
(n1257)
(n1264)
(n1773)
(n684)
Boys base
(n1270)
(n1278)
(n1267)
(n1761)
(n682)
Girls base
?? Significant difference from corresponding
segment at 95 confidence level
Base Total respondents
D2d. Do you obtain money from parents when needed?
14
In general, teenage boys have had a higher
disposable income, although the average amount
for teenage girls has now surpassed boys in 2005.
?
?
?
(n1272)
(n1257)
(n1264)
(n1773)
(n684)
Boys base
(n1270)
(n1278)
(n1267)
(n1761)
(n682)
Girls base
?? Significant difference from corresponding
segment at 95 confidence level
Base Total respondents
D3. How much did you spend in the last 7 days?
15
2005 Source of Income Bar Chart (Boys vs. Girls).
Significant difference in girls identifying
parents and boys identifying odd jobs as source
of income.
D2a. Do you have a regular or full-time
job? D2b. Do you earn money occasionally (doing
odd jobs)? D2c. Do you have a regular
allowance? D2d. Do you obtain money from parents
when needed?
Base Total respondents
16
Teen Spending Source of IncomeAugust,
2005
From ICRs Teen Omnibus Survey TeenEXCEL
(2001-2005)
I N T E R N A T I O N A L C O M M U N I C A T I
O N S R E S E A R C H Custom Research
Information Analysis ICR EXCEL omnibus services