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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Teen Research Unlimited1998 Survey
DO YOU THINK...
Lots of make up
Lots of jewelry
Long hair on boys
High top athletic shoes
Liquor, cigarettes & drugs
THE BAD NEWS?
Short hair on boys
Coloring your hair
What do you know about today’s teens?
How do you plan to market to them?
Going to College
“Phat”THESE ARE IN:
THESE ARE OUT:
Where they shop
How they spend time
When and what they eat
Their interest in advertising
Opinions and psyche
How they deal with stress
-$84 per week on average
-$56 of this is their own money
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
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
Favorite:Teens Most Shopped and Favorite Stores
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 phoneHow Teens Spend Time*
*hours per week
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
Parents (Moms more than Dads)
Drinking & driving
WarTeen PsycheTeens are moved more by issues they personally confront, rather than intangible notions that may not directly affect them
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
Underpinnings of being cool
Listen to music
Hang out in room
Talk on phone
Hang with friends
Listen to Music
Hang out in room
Play video gamesTeens do certain things to deal with stress...
75% of them spend 2.5 hours a week reading the newspaper.
Popular sections include:
Local News TV & Radio Listings
More newspapers are delivering special teen sections
Teens appreciate marketers who acknowledge them as a distinct consumer segment
Most teens receive daily and/or Sunday newspaper they read by home delivery...
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...
PERFORMANCEAttention to Story Detail
PERFORMANCEBest Educates About Local Community
PERFORMANCEContains Helpful Information
PERFORMANCEBest Educates About the World
Teen’s primary medium or news and information about current events locally and globally is the newspaper
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
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
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
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
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
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.
One 16 year old said, "My parents are pushing 40. I’ve only got 20 years to get that stupid.”