The Teens Market in the U.S.

The Teens Market in the U.S.

The Teens Market in the U.S., a new report, provides a comprehensive analysis of the consumer behavior of the 26 million 12- to 17-year-olds who comprise the teens market. With an aggregate income of $80 billion, teens represent an important consumer segment in their own right. Moreover, parents spend another $110 billion on teens in key consumer categories such as apparel, food, personal care items, and entertainment.
Twenty-first-century teens are among the first Americans to grow up using computers and engaging with the Internet as part of their everyday routine. The report demonstrates how teens are on the cutting edge of the media revolution now underway in the American consumer economy and highlights what marketers can do to attract the attention of this important consumer segment both now and in the future.

The report begins with an assessment of the size and growth of the teens market and a demographic profile of teen consumers. The next section of the report focuses on how teens spend their time, beginning with their involvement with computers and the Internet. The report continues with an in-depth look at how social networking sites have changed how teens relate to their friends and the world at large. There is a separate chapter on the leisure and entertainment choices of teens, including books, video games, music, watching movies at home, and going out to live entertainment events, the movies, and restaurants. An analysis of teens’ media consumption includes an assessment of trends affecting magazine readership, the effect of multitasking on television viewing, and the impact of the Internet on traditional media usage.

The next section of the report analyzes how teens spend their money. This includes chapters on the sources of teens’ income; their shopping behavior and buying patterns, both in stores and online; and highlights of consumer behavior in fashion, personal care, and food.

The report concludes with a section analyzing emerging trends in the teens market. A chapter on advertising and marketing approaches highlights the impact of social networking sites on marketing to teens today, while another chapter provides an overview of strategic trends and marketing opportunities in the teens market.

How You Will Benefit from this Report
If your company is interested in understanding and reaching the teen market, you will find this report invaluable, as it provides a comprehensive package of information and insight about teenage consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the teen population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:
Marketing Managers identify market opportunities and develop targeted promotion plans for teen products.
Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the teenage population.
Advertising agencies to develop messages and images that compel teen (or their parents) to purchase these products.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
Introduction
Background
Overview of Report
cope and Methodology
Scope of Report
Methodology
Market Overview
Teen Population Tops 25 Million
Teens Become Smaller Part of U.S. Population
Teens' Income Totals $80 Billion
Family Expenditures on Teens Approach $110 Billion
Aggregate Income of Teens Will Reach $118 Billion in 2011
Family Expenditures on Teens Will Experience Slow Growth
Demographic Profile of the Teen Population
Boys Predominate in Teen Population
Multicultural Teens Have Growing Impact on Teens Market
Teens Less Likely to Be Found in Very Large Metro Areas
Most Teens Live in Traditional Families
Teens Online
Digital Divide Narrows for Teens
Few Teens Untouched by the Internet
Most Teens Have High-Speed Internet Access
Girls Go Online More Often and for Longer Times at Home
Teen Boys More Likely than Girls to Visit Many Websites
Online Activities Vary by Age and Gender
Social Networking Sites Change Online Behavior of Teens
The Social World of Teens—Online and Offline
School Remains the Focus for Teens
Girls More Social than Boys in Teen Years
Internet Changes the Social World of Teens
Social Networking Sites Become Focus of Teen Social Life
MySpace Retains Top Spot for Teens
Many Parents Monitor Online Socializing by Teens
Cell Phones Play Major Role in Social Lives of Teens
Leisure and Entertainment Choices
Computers Compete with Sports for Teens’ Attention
Digital Photography Captures Teen Girls’ Interest
Older Teens Regain Interest in Books as College Approaches
Teen Boys’ Attachment to Video Games Falls Off at Age 15
Music Defines Lives of Many Teens
MP3 Players More Common among Affluent and White Teens
DVD Players Common
Nearly All Teens Go to the Movies
Teens Eat Out Often
Teens and the Media
Magazines Get More Attention from Teen Girls
Newspaper Readership Tied to Affluence
Television Remains Dominant Medium Even for Multitasking Teens
Involvement with TV Transcends Income of Teens’ Families
Fox and MTV at Top of Teens’ List of TV Choices
Teens Tune In to Radio
Internet Fails to Affect Traditional Media Usage of Most Teens
Online Versions of Traditional Media Relatively Unnoticed by Teens
Financial Profile of Teen Consumers
Four out of Ten Teens Live in Household with Income of $75,000 or More
Teens in Affluent Households More Careful about Money
Teens Like to Save
Many Teens Have a Bank Account
Teens Generate Income from Variety of Sources
Teens Income Quantified
Shopping Behavior and Buying Patterns of Teens
Shopping Malls Universal Experience for Teen Girls
Older Teen Girls Most Likely to Make Purchases
Teens Want the “Best Deal”
Peer Pressure a Factor in Buying Decisions of Younger Teen Girls
Teens Most Likely to Spend Money on Clothing and Movies
Younger Teen Girls Turn to Catalogs, Older Teens Buy Online
Books, Music, Videos, and Apparel Top List of Teens’ Internet Purchases
Household Income Major Factor in Heavy Internet Spending
Highlights of Consumer Behavior of Teens
Keeping up with Trends Most Important to Younger Teen Girls
Interest in Looking “Glamorous” Recedes as Teen Girls Get Older
Girls Prefer Quantity over Quality in Clothes
Sneakers and Athletic Shoes Maintain Hold on Teen Consumers
Use of Personal-Care Products Increases with Age
Eating Part of Emotional Profile of Many Teen Girls
Most Teens See Value of Healthy Eating
Marketing and Advertising Approaches
Younger Teens More Susceptible to Ads
Teens Most Likely to See Food Ads on TV
Marketers Leverage Social Networking Sites to Make Connections with Teens
Marketers Reach out to Teens on Their Cell Phones
Trends and Opportunities
Internet Generation Transforms Teens Market
Teens Market Becomes a Laboratory to Test New Marketing and Media Models
Research Challenges Stereotype of Multitasking Teen
Teens Still Live in Offline World
Teen Consumers Seen as Becoming More Sophisticated
Teens Represent Major Opportunities for Marketers
Teens Continue to Offer Opportunities for Advertisers Using Traditional
Media

Section 1 Overview
Chapter 2 Market Overview
Size and Growth of the Teens Market
Defining the Teens Market
Teen Population Tops 25 Million
Table 2-1: Size of Teen Population by Single Year of Age, 2006
Teens Become Smaller Part of U.S. Population
Table 2-2: Population Trends in the 14- to 17-Year-Old Age Group, 1980-2015
Table 2-3: Projected Growth in the Teens Population by Age Group, 2006 vs. 2011
Teens' Income Totals $80 Billion
Table 2-4: Aggregate Income of 12- to 17-Year-Olds by Age Group, 2006
Family Expenditures on Teens Approach $110 Billion
Table 2-5: Average Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds, by Percent of Total for Each Age Group, 2006
Table 2-6: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds, by Percent of Total for Each Age Group, 2006
Table 2-7: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds, by Age Group, 2006
Aggregate Income of Teens Will Reach $118 Billion in 2011
Table 2-8: Projected Growth in Aggregate Income of 12- to 14-Year-Olds, 2006-2011
Table 2-9: Projected Growth in Aggregate Income of 15- to 17-Year-Olds, 2006-2011
Table 2-10: Projected Growth in Aggregate Income of 12- to 17-Year-Olds, 2006-2011
Family Expenditures on Teens Will Experience Slow Growth
Table 2-11: Projected Growth in Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds, 2006-2011

Chapter 3 Demographic Profile of the Teen Population
Overview
Boys Predominate in Teen Population
Table 3-1: Percent of Males and Females by Selected Age Groups, 2005 Multicultural Teens Have Growing Impact on Teens Market
Table 3-2: Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2005
Table 3-3: Race and Hispanic Origin of 12- to 17-Year-Olds- by Age Group, 2006
Figure 3-1: Non-Hispanic Whites as Percent of 14- to 17-Year-Olds, 1990-2015
Teens Less Likely to Be Found in Very Large Metro Areas
Table 3-4: Place of Residence of 12- to 17-Year-Olds by Size of
Metropolitan Area
The Family Environment of Teens
Most Teens Live in Traditional Families
Table 3-5: Living Arrangements of 12- to 17-Year-Olds, 2006
Table 3-6: Living Arrangements of 12- to 17-Year-Olds by Race and Hispanic Origin, 2006
Seven Million Teens Have No Sibling at Home
Table 3-7: Size of the Families of 12- to 17-Year-Olds
Most Teens Express Positive Feelings about Their Parents
Table 3-8: Attitudes toward Parents and Family, 12- to 17-Year-Olds by Gender and Age Group
Table 3-9: Percent of 12- to 17-Year-Olds Who Like Spending Time with
Their Families, 2006
Section 2 How Teens Spend Their Time

Chapter 4 Teens Online
Teens and Computers
Digital Divide Narrows for Teens
Table 4-1: Access to and Use of Personal Computers by 12- to 17-Year-Olds by Demographic Characteristic
Boys Play Computer Games, Girls Send E-Mail
Table 4-2: Use of Personal Computers by 12- to 17-Year-Olds by Age Group and Gender
Teens and the Internet
Few Teens Untouched by Internet
Table 4-3: Impact of the Internet, 12- to 17-Year-Olds by Age Group and Gender
Most Teens Have High-Speed Internet Access
Table 4-4: Accessing the Internet, 12- to 17-Year-Olds by Age Group and Gender
Girls Go Online More Often and for Longer Times at Home
Table 4-5: Frequency and Length of Use of the Internet at Home by 12- to 17-Year-Olds by Age Group and Gender
Table 4-6: Frequency and Length of Use of the Internet in Other Places by 12- to 17-Year-Olds by Age Group and Gender
Teen Boys More Likely than Girls to Visit Many Websites
Table 4-7: Number of Websites Visited in Last 7 Days, 12- to 17-Year-Olds by Age Group and Gender
Online Activities Vary by Age and Gender
Table 4-8: Online Activities in Last 30 Days of 12- to 17-Year-Olds by Age Group and Gender
Google, Yahoo, and MySpace Attract Teens Online
Table 4-9: Websites Visited in Last 30 Days by 12- to 14-Year-Olds by Gender
Table 4-10: Websites Visited in Last 30 Days by 15- to 17-Year-Olds by Gender
Social Networking Sites Change Online Behavior of Teens

Chapter 5 The Social World of Teens—Online and Offline
Teens at School
School Remains the Focus for Teens
Table 5-1: Grade of Enrollment of 12- to 17-Year-Olds by Single Year of Age, October2005
Girls More Likely to See Value of Hard Work in School
Table 5-2: Attitudes toward School and Success, 12- to 17-Year-Olds by Gender and Age Group
Teens and Their Friends
Girls More Social than Boys in Teen Years
Figure 5-1: Percent of 12- to 17-Year-Olds Who Enjoy Keeping in Touch with Their Friends by Age Group and Single Year of Age
Boys Want Girlfriends More than Girls Want Boyfriends
Table 5-3: Attitudes toward Friends, 12- to 17-Year-Olds by Gender and Age Group
Internet Changes the Social World of Teens
Table 5-4: Impact of Internet on Social Life, 12- to 17-Year-Olds by Gender and Age Group
Table 5-5: Impact of Internet on Social Life of 12- to 17-Year-Olds by Gender and Single Year of Age
Social Networking Sites Become Focus of Teen Social Life
Table 5-6: Online Social Networking Activities of 12- to 17-Year-Olds by Age Group and Gender and by Type of Activity
Table 5-7: Online Social Networking Activities of 12- to 17-Year-Olds by Gender and Single Year of Age and by Type of Activity
MySpace Retains Top Spot for Teens
Many Parents Monitor Online Socializing by Teens
Table 5-8: Percent of 12- to 17-Year-Olds Whose Parents Are Concerned about Who They Instant Message, 2006
Teens and Their Cell Phones
Cell Phones Play Major Role in Social Lives of Teens
Table 5-9: Ownership of Cell Phones by 12- to 17-Year-Olds by Age Group and Gender and by Brand
Table 5-10: Services Included on Cell Phones of 12- to 17-Year- Olds by Age Group and Gender and by Type of Service
Table 5-11: Amount of Last Monthly Bill of 12- to 17-Year-Old Owners of Cell Phones by Age Group and Gender
Table 5-12: Use of Telephone Credit Cards by 12- to 17-Year-Olds by Age Group and Gender and Type of Card

Chapter 6 Leisure and Entertainment Choices
Overview
Teens Would Rather Hang Out with Friends
Table 6-1: Spending Time, 12- to 17-Year-Olds by Age Group and Gender
Computers Compete with Sports for Teens’ Attention
Table 6-2: Attitudes toward Selected Leisure Activities, 12- to 17-Year-Olds by Age Group and Gender
Swimming Most Popular Sport
Table 6-3: Sports Most Popular with 12- to 17-Year-Olds by Age Group and Gender
Teen Girls Most Likely to Listen to Music in Spare Time, Boys Play Video Games
Table 6-4: Leisure Activities Done in Last 12 Months by 12- to 17-Year-Olds by Age Group and Gender
Digital Photography Captures Teen Girls’ Interest
Table 6-5: Ownership and Use of Cameras by 12- to 17-Year-Olds by Age Group and Gender and by Type of Camera
Reading Books
Older Teens Regain Interest in Books as College Approaches
Figure 6-1: Percent of 12- to 17-Year-Olds Reading Books Other than School Books by Gender and Single Year of Age
Literary Tastes Evolve
Table 6-6: Kind of Books Read by 12- to 17-Year-Olds by Age Group and Gender
Table 6-7: Types of Books Read by 12- to 17-Year-Old Boys by Age Group
Table 6-8: Types of Books Read by 12- to 17-Year-Old Girls by Age Group
Playing Video Games
Teen Boys’ Attachment to Video Games Falls Off at Age 15
Table 6-9: Percent of 12- to 17-Year-Olds Playing Video Games by Age
Group and Gender
Table 6-10: Attitudes toward Video Games, 12- to 17-Year-Olds by Age
Group and Gender
Table 6-11: Percent of 12- to 17-Year-Olds Playing Video Games by Gender and Single Year of Age
Many Younger Teen Boys Spend More Money on Video Games than Music or Movies
Table 6-12: Purchases of Video Games, 12- to 17-Year-Olds by Age Group and Gender
Table 6-13: Percent of 12- to 17-Year-Olds Owning or Playing Video Games by Age Group and Gender and by Brand of Video Game
Table 6-14: Types of Video Games Played by 12- to 17-Year-Old Boys by Age Group
Table 6-15: Types of Video Games Played by 12- to 17-Year-Old Girls by Age Group
Table 6-16: Number of Video Games Bought and Rented in last 12 Months by 12- to 17-Year-Olds by Age Group and Gender
Listening to Music
Music Defines Lives of Many Teens
Figure 6-2: Percent of 12- to 17-Year-Olds Saying “Music Is a Passion with
Me” by Gender and Single Year of Age
Table 6-17: Demographic Profile of Teen Music Lovers
Music Often Part of Background of Multitasking Teens
MP3 Players More Common among Affluent and White Teens
Table 6-18: Ownership of MP3/Digital Media Players by Age Group and Gender and by Brand
Table 6-19: Demographic Profile, 12- to 17-Year-Old Owners of MP3 Players vs. All 12- to17-Year-Olds
Older Audio Technologies Still Prevail
Table 6-20: Audio Equipment Owned by 12- to 17-Year-Olds by Age Group and Gender and by Type of Equipment
Many Teens Have Broad Musical Tastes
Table 6-21: Attitudes toward Music, 12- to 17-Year-Olds by Age Group and Gender
Hip Hop Remains at Top of Charts
Table 6-22: Favorite Types of Music of 12- to 17-Year-Olds
Music Preferences Vary Across Demographic Lines
Table 6-23: Favorite Types of Music of 12- to 17-Year-Old Boys by Age Group
Table 6-24: Favorite Types of Music of 12- to 17-Year-Old Girls by Age Group
Table 6-25: Favorite Types of Music of 12- to 17-Year-Old Boys by Race and Hispanic Origin
Table 6-26: Favorite Types of Music of 12- to 17-Year-Old Girls by Race and Hispanic Origin
Watching Movies at Home
DVD Players Common
Table 6-27: Demographic Profile, 12- to 17-Year-Old Owners of DVD
Players vs. All 12- to 17-Year-Olds
Teens Prefer to Watch Comedies and Action/Adventure Movies at Home
Table 6-28: Movie Genres Rented and Purchased on DVD by 12- to
17-Year-Olds by Age Group and Gender
Going Out
Girls More Likely to Go Out a Lot
Figure 6-3: Percent of 12- to 17-Year-olds Who Say They Go Out a Lot, by Gender and Single year of Age
Concerts Most Popular Live Entertainment Event
-29: Live Entertainment Events Attended in Last 12 Months by
12- to 17-Year-Olds by Age Group and Gender
Nearly All Teens Go to the Movies
Table 6-30: Movie Attendance of 12- to 17-Year-Olds by Age Group and Gender
Action/Adventure Films and Comedies Most Popular
Table 6-31: Movie Genres Seen in Theater by 12- to 17-Year-Olds by Age Group and Gender
Teens Eat Out Often
Table 6-32: Attitudes toward Eating Out, 12- to 17-Year-Olds by Age Group and Gender
Table 6-33: Percent of 12- to 17-Year-Olds Going to Family Restaurant by
Age Group and Gender and Name of Restaurant Chain
Fast Food Attracts Vast Majority of Teens
Table 6-34: Attitudes toward Fast Food, 12- to 17-Year-Olds by Age Group and Gender
Table 6-35: Percent of 12- to 17-Year-Olds Going to Fast Food and Drive-In Restaurants by Age Group and Gender and Name of Restaurant Chain
Girls More Likely to Be Frequent Visitors to Fast Food Restaurants
Table 6-36: Demographic Profile of 12- to 17-Year-Olds Who Visited
Fast-Food Restaurants 14 or More Times in Past 30 Days
Chapter 7 Teens and the Media


Print Media
Magazines Get More Attention from Teen Girls
Table 7-1: Magazines Popular with 12- to 17-Year-Old Girls by Age Group
Table 7-2: Magazines Popular with 12- to 17-Year-Old Boys by Age Group
Two Teen Magazines Shift to Online-Only Versions
Competition Heats Up for Teen Girl Magazines
Many Teens Complain Newspapers Are Boring
Table 7-3: Attitudes toward Newspapers, 12- to 17-Year-Olds by Age Group and Gender
Newspaper Readership Tied to Affluence
Table 7-4: Newspaper Readership by 12- to 17-Year-Olds by Age Group
and Gender
Table 7-5: Newspaper Readership by 12- to 17-Year-Olds by Household Income


Television and Radio
Television Remains Dominant Medium Even for Multitasking Teens
Involvement with TV Transcends Income of Teens’ Families
Table 7-6: Attitudes of 12- to 17-Year-Olds toward TV by Demographic Characteristic
Many Teens Want More TV Channels
Table 7-7: Attitudes toward Television Programming, 12- to 17-Year-Olds by Age Group and Gender
TV Dramas Top Choice of Teens
Table 7-8: Types of Television Shows Viewed by 12- to 17-Year-Olds by
Age Group and Gender
Fox at Top of Teens’ List of Broadcast Networks
Table 7-9: Net Audience of Broadcast Networks, 12- to 17-Year-Olds by Age Group and Gender
MTV Draws Most Teen Cable Viewers
Table 7-10: Cable TV Services Viewed by 12- to 17-Year-Olds
Viewing Choices of Teen Boys and Girls Differ Significantly
Table 7-11: Cable TV Services Watched by 12- to 17-Year-Old Boys by Age Group Table 7-12: Cable TV Services Watched by 12- to 17-Year-Old Girls by Age Group
Teens Tune In to Radio
Figure 7-1: Percent of Teens Listening to the Radio during Previous Week by Age Group and Gender
Radio Listening Habits Reflect Diversity of Teen Population
Table 7-13: Radio Formats Most Popular with 12- to 17-Year-Old Boys by Age Group
Table 7-14: Radio Formats Most Popular with 12- to 17-Year-Old Girls by Age Group
Table 7-15: Radio Formats Most Popular with 12- to 17-Year-Olds by Race and Hispanic Origin


Teens and Online Media
Internet Fails to Affect Traditional Media Usage of Most Teens
Table 7-16: Impact of Internet on Media Usage, 12- to 17-Year-Olds by Age Group and Gender
Online Versions of Traditional Media Relatively Unnoticed by Teens
Table 7-17: Online Media Activities in Last 30 Days of 12- to 17-Year-Olds by Age Group
Section 3 How Teens Spend Their Money
Chapter 8 Financial Profile of Teen Consumers


Family Finances
Four out of Ten Teens Live in Household with Income of $75,000 or More
Table 8-1: Household Income of Teens by Income Category
Teens in Affluent Households More Careful about Money
Table 8-2: Financial Profile of 12- to 17-Year-Olds by Household Income


What Teens Think about Money
Teens Like to Save
Table 8-3: Attitudes toward Money, 12- to 17-Year-Olds by Gender and Age Group
Many Teens Have a Bank Account
Table 8-4: Ownership of Bank Accounts, 12- to 17-Year-Olds by Age Group
Table 8-5: Use of ATM/Debit Cards, 12- to 17-Year-Olds by Age Group
Older Teens Leery of Credit Cards
Table 8-6: Attitudes toward Credit Cards, 12- to 17-Year-Olds by Gender and Age Group


Where Teens Get Their Money
Teens Generate Income from Variety of Sources
Table 8-7: Income Sources of 12- to 17-Year-Olds by Age Group
Most Teens Have Paying Jobs
Table 8-8: Percent of High School Students Employed during Either the School Year or Summer
Teens' Income Quantified
Table 8-9: Aggregate Annual Income Received from Allowances/Money for Chores, 12- to17-Year-Olds by Age Group
Table 8-10: Aggregate Earnings of Employed 12- to 14-Year-Olds, 2006
Table 8-11: Aggregate Earnings of Employed 15- to 17-Year-Olds by Single Year of Age, 2006
Table 8-12: Aggregate Annual Income Received from All Sources by 12- to
17-Year-Olds by Age Group
Chapter 9 Shopping Behavior and Buying Patterns of Teens


Shopping In Stores
Shopping Malls Universal Experience for Teen Girls
Table 9-1: Visits to Shopping Malls in Last 4 Weeks by 12- to 17-Year-Olds by Age Group and Gender
Figure 9-1: Percent of 12- to 17-Year-Olds Visiting a Shopping Mall in Last
4 Weeks by Single Year of Age and Gender
Income Not a Major Factor in Frequent Mall Visits by Teens
Table 9-2: Demographic Profile, Frequent Mall Visitors vs. All Teens
Friends Become Main Shopping Companions as Teens Get Older
Table 9-3: With Whom 12- to 17-Year-Olds Visited Shopping Malls by Age Group and Gender
Figure 9-2: With Whom 12- to 17-Year-Olds Visited Shopping Malls by Single Year of Age
Older Teen Girls Most Likely to Make Purchases
Figure 9-3: Percent of 12- to 17-Year-Olds Making a Purchase in Department/Discount/Clothing Stores
Wal-Mart and Target Attract Most Teen Girls
Table 9-4: Department/Discount/Clothing Store Shopped in Last 3 Months by 12- to 17-Year-Old Girls by Age and Name of Store
Teen Boys Frequent Video Game, Sporting Goods, and Discount Stores
Table 9-5: Department/Discount/Clothing Store Shopped in Last 3 Months by 12- to 17-Year-Old Boys by Age and Name of Store
Older Teen Boys Frequent Home Electronics Stores
Table 9-6: Percent of 12- to 17-Year-Olds Shopping at Home Electronics Stores in Last 3 Months by Age Group and Gender and Name of Store


Overview of Teens’ Buying Patterns
Teens Want the “Best Deal”
Figure 9-4: Percent of 12- to 17-Year-Olds Who Say They Are “Passionate about Getting the Best Deal for Things I Buy” by Age Group and Gender
Peer Pressure a Factor in Buying Decisions of Younger Teen Girls
Figure 9-5: Percent of 12- to 17-Year-Olds Who Prefer to Buy What Their Friends Approve by Age Group and Gender
Teens Most Likely to Spend Money on Clothing and Movies
Table 9-7: Percent of 12- to 17-Year-Olds Spending Money on Selected Categories of Products and Services by Category of Expenditure
Buying Patterns Differ by Age and Gender
Table 9-8: Percent of 12- to 17-Year-Old Boys Spending Money on
Selected Categories of Products and Services by Age Group and Category of Expenditure
Table 9-9: Percent of 12- to 17-Year-Old Girls Spending Money on Selected Categories of Products and Services by Age Group and Category of Expenditure


Buying from Catalogs and Online
Younger Teen Girls Turn to Catalogs
Figure 9-6: Percent of 12- to 17-Year-Olds Who Bought Merchandise from Catalogs in Last Year by Age Group and Gender
Table 9-10: Percent of 12- to 17-Year-Olds Who Bought Merchandise from Catalogs in Last Year by Age Group and Gender and Type of Merchandise and Amount Spent
Older Teens Buy Online
Table 9-11: Shopping Online by 12- to 17-Year-Olds by Gender and Single Year of Age
Books, Music, Videos, and Apparel Top List of Teens’ Internet Purchases
Table 9-12: Items Ordered on Internet in Last 3 Months by 12- to
17-Year-Olds by Age Group and Gender
Older Teen Boys Biggest Online Spenders
Table 9-13: Amount Spent on Internet in Last 3 Months by 12- to
17-Year-Olds by Age Group and Gender and by Method of Payment
Table 9-14: 12- to 17-Year-Olds Spending $100 or More on Internet in Past
12 Months by Gender and Single Year of Age
Household Income Major Factor in Heavy Internet Spending
Table 9-15: 12- to 17-Year-Olds Spending $100 or More on Internet in Past
12 Months by Household Income
Chapter 10 Highlights of Consumer Behavior of Teens


Following Fashion
Keeping up with Trends Most Important to Younger Teen Girls
Table 10-1: Attitudes toward Fashion, 12- to 17-Year-Olds by Age Group and Gender
Interest in Looking “Glamorous” Recedes as Teen Girls Get Older
Table 10-2: Attitudes toward Looks, 12- to 17-Year-Olds by Age Group and Gender
Younger Teens Want to Stand Out in a Crowd
Table 10-3: Standing Out in a Crowd, 12- to 17-Year-Olds by Age Group and Gender
Teen Boys Remain Less Interested in Clothes Shopping
Figure 10-1: Percent of 12- to 17-Year-Olds Who Think Shopping for
Clothes is Boring, by Age Group and Gender
Girls Prefer Quantity over Quality in Clothes
Figure 10-2: Percent of 12- to 17-Year-Olds Preferring “Lots of Cheaper Clothes Rather Than Few Expensive Ones” by Age Group and
Gender
Boys Less Likely to Buy Jeans for Themselves
Table 10-4: Percent of 12- to 17-Year-Olds Buying Jeans by Age Group and Gender and by Brand of Jeans
Demographics Affect Popularity of Jeans Brands
Table 10-5: Brand of Jeans Most Popular among 12- to 17-Year-Olds by Demographic Characteristic
Sneakers and Athletic Shoes Maintain Hold on Teen Consumers
Table 10-6: Percent of 12- to 17-Year-Olds Buying Sneakers/Athletic Shoes in Past 12 Months by Age Group and Gender and by Type and Brand of Sneakers/Athletic Shoes
Brand Choices Differ
Table 10-7: Brand of Sneakers Most Popular among 12- to 17-Year-Olds by Demographic Characteristic
Multicultural Teens Most Likely to Buy Watches for Themselves
Table 10-8: Percent of 12- to 17-Year-Olds Buying Watches in Last 12 Months by Age Group and Gender
Table 10-9: Percent of 12- to 17-Year-Olds Buying Watches in Last 12 Months by Demographic Characteristic


Personal Care
Use of Personal-Care Products Increases with Age but Varies along Demographic Lines
Table 10-10: Use of Personal-care Products by 12- to 17-Year-Old Girls by
Age Group
Table 10-11: Use of Personal-care Products by 12- to 17-Year-Old Boys by Age Group
Use of Personal-Care Products Varies along Lines of Race and Hispanic
Origin
Table 10-12: Use of Personal-care Products by 12- to 17-Year-Old Girls by Race and Hispanic Origin
Table 10-13: Use of Personal-care Products by 12- to 17-Year-Old Boys by Age Group and Race and Hispanic Origin
Many Differences in Use of Non-Prescription Medications
Table 10-14: Use of Non-Prescription Medications by 12- to 17-Year-Old
Boys by Age Group and Race and Hispanic Origin
Table 10-15: Use of Non-prescription Medications by 12- to 17-Year-Old
Girls by Age Group and Race and Hispanic Origin


Food
Eating Only One of Many Ongoing Tasks for Teens
Table 10-16: Eating Habits, 12- to 17-Year-Olds by Age Group and Gender
Eating Part of Emotional Profile of Many Teen Girls
Table 10-17: Diet and Weight Loss, 12- to 17-Year-Olds by Age Group and Gender
Most Teens See Value of Healthy Eating
Table 10-18: Attitudes toward Nutrition, 12- to 17-Year-Olds by Age Group
Most Younger Teen Girls Go Food Shopping with Their Parents
Table 10-19: Food Shopping by 12- to 17-Year-Olds by Age Group and
Section 4 Market Trends
Chapter 11 Marketing and Advertising Approaches


Receptivity to Advertising
Movie Theaters Best Ad Medium for Teens
Table 11-1: Impact of Advertising, 12- to 17-Year-Olds by Age Group and Gender
Boys OK with Product Placements in Video Games
Table 11-2: Impact of Product Placements in Video Games, 12- to 17-Year-Olds by Age Group and Gender
Younger Teens More Susceptible to Ads
Table 11-3: Demographic Profile of 12- to 17-Year-Olds Most Susceptible
to Advertising vs. All 12- to 17-Year-Olds.
Teens Most Likely to See Food Ads on TV


Marketing to Teens
Marketers Leverage Social Networking Sites to Make Connections with
Teens
Niche Networks Allow Narrow Targeting of Teens
Old-Fashioned Promotional Techniques Get Updated
Marketers Reach out to Teens on Their Cell Phones
MTV’s N Network Uses Cell Phones to Research Teen Viewers
Marketers Still Turn to Traditional Techniques to Create Offline Buzz


Chapter 12 Trends and Opportunities


Key Trends
Internet Generation Transforms Teens Market
Teens Market Becomes a Laboratory to Test New Marketing and Media
Models
Research Challenges Stereotype of Multitasking Teen
Teens Still Live in Offline World
Teen Consumers Seen as Becoming More Sophisticated


Market Opportunities
Teens Represent Major Opportunities for Marketers
Teens Continue to Offer Opportunities for Advertisers Using Traditional
Media
Table 12-1: Selected Opportunities Related to Traditional Media
Consumption of Teens
Teens More Likely to Be Found Online
Table 12-2: Selected Opportunities Related to Online Habits of Teens
Teens Offer Prospects for Cell Phone Makers
Table 12-3: Selected Opportunities Related to Ownership of Cell Phones by Teens
Hobbies and Entertainment Choices of Teens Generate Significant Opportunities
Table 12-4: Selected Opportunities Related to Leisure Activities of Teens
Teen Shoppers Form Major Consumer Segment
Table 12-5: Selected Opportunities Related to Teen Shoppers
Teens Important Customers for Fashion and Personal-Care Marketers
Table 12-6: Apparel Purchases by 12- to 17-Year-Old Boys and Girls in Last 12 Months
Table 12-7: Opportunities Related to Use of Personal-Care Products by 12- to 17-Year-Old Boys and Girls
Travel Industry Begins to Notice Teens
Table 12-8: Selected Opportunities Related to Teens and the
Travel Industry
Teens Underserved by Financial Institutions
Table 12-9: Selected Opportunities Related to Teens and the Financial Services Industry
Appendix Addresses of Selected Teens Market Resources