teen trends presentation
TRANSCRIPT
Understanding Teens
Building a Relationship
Connecting and Relating
“Helping make the world a better place and doing things for others is very
important to me”
45%
HIGHER
62%
HIGHER
62%
“I cannot talk openly and with my parents about serious issues such as
drugs, sex and drinking.”
37%
18% LOWER
18% LOWER
“What percentage of teens use the internet regularly?”
92%
99% HIGHER
99% HIGHER
QUANTITATIVEThe TRU Study
QUANTITATIVEThe TRU Study
QUALITATIVECustom Research / Trendwatch®
QUALITATIVECustom Research / Trendwatch®
SECONDARY SOURCESSECONDARY SOURCES
Methodology
Consumers Media Life Perspectives Bonus Material
Consumers Media Life Perspectives Bonus Material
Consumers Media Life Perspectives Bonus Material
Consumers Media Life Perspectives Bonus Material
Consumers Media Life Perspectives Bonus Material
Consumers Media Life Perspectives Bonus Material
Biggest Everyday Complaints
31% Stress
30% Not enough money
29% Not enough time in the day
25% Not enough sleep
21% School
12% Parents
TEENS (2000) TEENS (2010)
50%
Not enough money
29%
School
26%
Not enough time in the day
20%
Stress
19%
Not enough sleep
13%
Too many rules
Weekly Spending
Fall 09 Spring 10
$48
$41
Fall 09 Spring 10
$174 $186
TEENS
TWENTIES
Spring 11
$50
Basically, I feel…
Sebastian of “NYC Prep”/Bravo
82%
25%
“It’s fashionable to be a smart shopper.”
“It’s important to have clothes or other products with a particular brand name.”
I WANT CREDIT FOR MY SACRIFICE!
WE’RE LIVING IN A UNIQUE TIME. LET’S BOND!
CONSPICUOUS REDUCTION
“While people with lower incomes have disproportionately sought out high-end brands for at least the last 18 years, they've recently been turning away from them.”
“While people with lower incomes have disproportionately sought out high-end brands for at least the last 18 years, they've recently been turning away from them.”
July 22, 2009
Urban youths’ focus on
high-end designer clothing appearing to wane
Marshal CohenChief retail industry analyst, NPD Group
Marshal CohenChief retail industry analyst, NPD Group
Conspicuous Reduction: What Resonates?
More superficial, need to …More superficial, need to …
Show Mom and Dad they “get it” Connect with parents through sacrifice Feel less bored
Consumers Media Life Perspectives Bonus Material
Smartphone Update 2009 - 2010
OWN SMARTPHONE
PLAN TO BUY SMARTPHONE
11%11% 30%30%
TEENS 2009
TEENS 2011
12%12% 17%17%
TEENS 2009
TEENS 2010
iPhone Update2009 - 2010
3%3% 7%7%
TEENS 2009
TEENS 2010
27%27% 34%34%
TEENS 2009
TEENS 2010
OWN iPHONEPLAN TO BUY
iPHONE
24% Nike22% Apple 9% Coca-Cola 8% Sony 7% Aeropostal 6% Microsoft 6% American Eagle
Favorite Brand
Apple’s AttributesDeconstructing one of Teens’ Favorite Brands
Premium, yet accessible
Infinitely & easily customized/personalized
A company that feels like a movement
Fun-enabling
Innovation in the DNA
Justin Long of Apple’s “Mac vs. PC” campaign
Savvy, yet approachable
Which medium is the one you can’t live without?
3434
2626
44
33
6868
2323
66
22
22
TV
RADIO
MAGAZINES
NEWSPAPERS
INTERNET
TV
RADIO
MAGAZINES
NEWSPAPERS
1515 INTERNET
TEENS (2010)TEENS (2000)
Which medium do you trust the most?
4444
2424
66
66
NEWSPAPERS
TV
MAGAZINES
RADIO
3535
3030
2929
44
33
NEWSPAPERS
INTERNET
TV
MAGAZINES
RADIO
77 INTERNET
TEENS (2000) TEENS (2010)
HULU
YOUTUBE
ABFamily.com
MTVCom
ABCcom
11% YAHOO
6% MTV.COM
5% HOTMAIL
4% NAPSTER
3% WWF.COM
2% NSYNC.COM, EBAY, ESPN.COM ASIAN AVENUE, ALLOYBLUEMOUNTAIN.COM
TEENS (2000) TEENS (2011)
54% FACEBOOK
32% YOUTUBE
16% GOOGLE
14% YAHOO
7% AMAZON
7% MYSPACE
6% ESPN
6% HULU
Where is everybodyand what are they doing?
How can I connect with people like me?
Do you have any idea how AWESOME I am?
80% participate in social networking
1/2 of Millennials’online hours (source: Nielsen)
65% visited Facebook past 30 days
38% visited MySpace past 30 days
16% visited Twitter past 30 days
1 in 4teens have tweeted online
1 in 5 teens have tweeted on their cellphone
Social Networking Facts
A Twitter aside …
77% of Teens say it’s “in” or “on the way in”77% of Teens say it’s “in” or “on the way in”
An “instant message” that’s both more AND less intimateAn “instant message” that’s both more AND less intimate
Publisher/subscriber AND peer-to-peerPublisher/subscriber AND peer-to-peer
Visit www.twitter.com/twitter101Visit www.twitter.com/twitter101
Consumers Media Life Perspectives Bonus Material
Parents are Mostly Awesome…
89%Guys
89%Guys
83%Girls
83%Girls
21%Guys
21%Guys
25%Girls
25%Girls
“Parents’ advice influences
my decisions”
“My views on the world are
different from my parents’”
65%Guys
65%Guys
68%Girls
68%Girls
“My parents know less than
me about technology”
AthletesTeens
34 TROY POLAMALU, SHAQUILLE O’NEAL
32 PEYTON MANNING
31 ADRIAN PETERSON
30 DWAYNE WADE,
29 LADAINIAN TOMLINSON, LEBRON JAMES
28DREW BREES, TRAVIS PASTRANA,USAIN BOLT, STEVE NASH
TRU*SCORE males TRU*SCORE females
38 Shaun White
40 SHAUN WHITE
34 DAVID BECKHAM
33 DREW BREES, MICHALE PHELPS, CRISTIANO RONALDO
32 LAILA ALI
31 TROY POLAMALU, SERENA WILLIAMSVENUS WILLIAMS
BEST OF THE REST: Dwight Howard (27); Kevin Durant (27), Michael Phelps (26), Derek Jeter (26), Tom Brady (26)
BEST OF THE REST: Peyton Manning (30), Dwayne Wade (28), Rafael Nadal (28), Shaquille O’Neal (27), Travis Pastrana (27), Derek Jeter (27)
42 Apolo Ohno
MusiciansTeens
33 BLACK EYED PEAS
31 MICHAEL JACKSON
29 LINKIN PARK, GREEN DAY
25 DRAKE
24 USHER
22 KATY PERRY
TRU*SCORE males TRU*SCORE females
36 EMINEM 45 TAYLOR SWIFT
44 KATY PERRY
43 LADY GAGA
41 BLACK EYED PEAS
37 EMINEM, BEYOUNCE
36 RIHANNA, USHER
35 MICHAEL JACKSON
BEST OF THE REST: Beyoncé (21), Rihanna (20), Lady Gaga (18), Taylor Swift (17)
BEST OF THE REST: Drake (33); Linkin Park (29), Green Day (27),
FRIENDS BY THE NUMBERS…
BEST FRIENDS FRIENDS FACEBOOK FRIENDS
TEENS
TWENTIES
TEENS TEENS
TWENTIES TWENTIES
4
3
55
50
155
3
3
38
30
182237
210
“The Social Network”M F
Consumers Media Life Perspectives Bonus Material
TRU Value Monitor™ Tracking Teens
7373
7171
I always try to have as much fun as possible
It’s really hard to get ahead in life with out a college education
I really like to do things with my family6868
TRU Value Monitor™ Tracking Teens
5656 6767
5757 4444
Doing things for others and making the world a better place is important to me
My religion/faith is one of the most important parts of my life
2000 2010
TOP FIVE ISSUES THAT EXIST IN MY SCHOOL
BULLYING 64
DRUGS 61
HOMOPHOBIA
UNPLANNED PREGNANCY
POOR PARENTING
52
51
47
Consumers Media Life Perspectives Bonus Material
MEET THE POSTGENS! (2000-2020)
ONLY 30% SENT AN EMAIL IN LAST 30 DAYS
THEY HAVE THE HIGHEST RECORDED FAMILY AFFINITY
IN 30 YEARS
VOCATION AS A CALLING INSTEAD OF A JOB
New Trend spotlight:
PLANKING
Dwight Howard and Gilbert Arenas Planking
WORKING WITH TEENS
Friendly, Fun and Flexible
Compassionate & Caring
Resourceful and Real
Active, Approachable & Available
Patient and Passionate
Able to be Firm, Consistent and Fair
RESOURCES
www.cpyu.org
www.connectwithkids.com
www.mtvsticky.com
www.mtvmusicmeter.com
THANKS!
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Dave Rozman:[email protected]
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