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Today's Teens. TRU. Teen Research Unlimited 1998 Survey. WHEN YOU THINK OF TEENS, DO YOU THINK. 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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Today's Teens

TRU

Teen Research Unlimited1998 Survey


WHEN YOU THINK

OF TEENS,

DO YOU THINK...


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



These items are “in”:

Sunglasses

Rap music

Jerry Springer

Baseball caps

Boxer shorts

Corduroys

Short hair on boys

Coloring your hair

Backpacks

Cellphones

Eating healthy

“Cool”

“Sucks”


So how did you do?

What do you know about today’s teens?

How do you plan to market to them?


Quick quiz tell me what is in and what is out
Quick Quiz……Tell me what is in and what is out?


These are in

Rap Music

Boxer Shorts

Going to College

Jerry Springer

“Sucks”

Pierced noses

Marijuana

Funky hair

Body Glitter

“Phat”

THESE ARE IN:

THESE ARE OUT:


Developing an understanding of teens
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


Teens 1998 spending
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-


Teens 1998 spending continued
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 fromworking

-UNDERSTANDING TEENS-


Teens are financially savvy
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-


Where teens shop
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-


Teens most shopped and favorite stores

Most Shopped:

Favorite:

Teens Most Shopped and Favorite Stores

OLD NAVY

-UNDERSTANDING TEENS-


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 CD’s/tapes

6.18 hours talking on the phone

How Teens Spend Time*

*hours per week

-UNDERSTANDING TEENS-


Interest in advertising
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-


Interest in advertising1
Interest in Advertising

-UNDERSTANDING TEENS-


Media most relied upon for specific advertising
Media Most Relied Upon for Specific Advertising

*not supermarkets

-UNDERSTANDING TEENS-


Opinions valued by teens
Opinions Valued by Teens

Parents (Moms more than Dads)

Boyfriend\Girlfriend

Grandparents

Siblings

Friends

Clergy

Peers

-UNDERSTANDING TEENS-


Aids

Education

Child abuse

Drinking & driving

Rather than:

Health care

Unemployment

Homelessness

War

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

-UNDERSTANDING TEENS-


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 don’t want responsibility

They want their fun, but find nothing to do

-UNDERSTANDING TEENS-


Teens are not motivated by
Teens are NOT??? Motivated by:

Belonging

Acceptance

Affiliation

Underpinnings of being cool

-UNDERSTANDING TEENS-


Teens expect
Teens Expect:

College degree

Career

Home

Marriage

Children

-UNDERSTANDING TEENS-


Teens hope for a more enchanted future
Teens hope for a more enchanted future...

Wealth

Glamour

Fame

-UNDERSTANDING TEENS-


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

Teens do certain things to deal with stress...

-UNDERSTANDING TEENS-


Teens read newspapers
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



Guys read different than girls favorites sections are
Guys Read Different Than Girls; Favorites Sections Are:

GuysGirls

Sports Comics

Comics Horoscopes

More newspapers are delivering special teen sections

Teens appreciate marketers who acknowledge them as a distinct consumer segment




How teens get newspapers
How Teens Get Newspapers

Most teens receive daily and/or Sunday newspaper they read by home delivery...

  • Daily

  • Sunday


Teens perception of media performance
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...


Attention to story detail

MEDIA

PERFORMANCE

Attention to Story Detail


Best educates about local community

MEDIA

PERFORMANCE

Best Educates About Local Community


Believable accurate fair

MEDIA

PERFORMANCE

Believable/Accurate/Fair


Contains helpful information

MEDIA

PERFORMANCE

Contains Helpful Information


Best educates about the world

MEDIA

PERFORMANCE

Best Educates About the World



Media relied on for overall news and information content
Media Relied on for OVERALL News and Information Content

Teen’s primary medium or news and information about current events locally and globally is the newspaper


Newspaper s strengths and weaknesses
Newspaper’s 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


Newspaper s strengths and weaknesses1
Newspaper’s 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


Rules for advertisers marketing for teens
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


Teens love to laugh

Use humor in advertising

What adults see as funny, teens often don’t

Don’t use psychology or sarcasm

Teens want to relate

Make ads speak to teens

Do not over promise

Fine point demonstrate trust


Summary points
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


Methodology
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.


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. I’ve only got 20 years to get that stupid.”


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