Teen Consumer - US - December 2004

Contents

INTRODUCTION & ABBREVIATIONS

• Introduction
• Other relevant reports
• Definition
• Abbreviations & Terms
• Abbreviations
• Terms

EXECUTIVE SUMMARY

• Growing demographic
• Increasing diversity
• Significant spending power
• Money matters
• Sophisticated shoppers
• Beyond the mall
• Communication is king
• Internet is everyday
• Savvy advertising audience

MARKET BACKGROUND

• Teen profile
• Age
• Figure 1: U.S. population projections, 2000-2009
• Race/ethnicity
• Figure 2: Race/ethnicity of teens aged 12-17 years, 2004
• Figure 3: Number of teens aged 10-17 who are of two or more races, 2004
• Generation gaps
• Figure 4: U.S. population, by age, 2004 and 2010
• Family structure
• Figure 5: Household profile, May 2003-April 2004
• Attitudes regarding family life
• Figure 6: Teen attitudes towards family trust and freedoms, by gender and age, May 2003-April 2004
• Figure 7: Teen attitudes towards being at home with family, by gender and age, May 2003-April 2004
• Aspirations and self-awareness
• Figure 8: Teen aspirations for their future, by gender and age, May 2003-April 2004
• Personal qualities
• Figure 9: Teen self-assessed qualities as compared to their parents, August 2004
• Figure 10: Teen attitudes towards personal values, August 2004
• Education
• Figure 11: Teen beliefs about how they will pay for college, 2002
• Love and relationships
• Figure 12: Who teaches teens the most about love and relationships, 2003
• Romance, dating and marriage
• Figure 13: Teen assessment of parental rules about dating, February 2003
• Figure 14: Teen attitudes about what is romantic, February 2003
• Figure 15: Teen attitudes on the ideal age to get married, February 2003
• Religion

TEENS, MONEY & INCOME

• Introduction
• Figure 16: Total U.S. teen spending, at current and constant prices, 1999-2004
• Graph 1: Trends in teen spending, at current and constant prices, 1999-2004
• Sources of income
• Allowance and handouts
• Figure 17: Receive allowance and amount of allowance, May 2003-April 2004
• Employment
• Figure 18: Teen employment, by gender and age, May 2003-April 2004
• Figure 19: Types of jobs teens work, July 2004
• Figure 20: Weekly job earnings for teens, by gender and age, May 2003-April 2004
• Teen influence on family purchases
• Figure 21: Teen influence on family vacations, by gender and age, May 2003-April 2004
• The disclaimer
• Figure 22: Teens attitudes towards parents generosity, by gender and age, May 2003-April 2004
• Attitudes towards financial matters
• Figure 23: Teen attitudes towards financial matters, March 2003
• Figure 24: Teen attitudes towards saving, by gender and age, May 2003-April 2004
• Figure 25: Teen attitudes towards spending, by gender and age, May 2003-April 2004
• Figure 26: Teen ownership of bank accounts and ATM/debit cards, October 2002
• Credit cards and investments
• Credit cards
• Figure 27: Whether teens own credit cards, by gender and age, 2004
• Figure 28: Teen attitudes towards credit cards and debt, by gender and age, May 2003-April 2004
• Stock ownership

SHOPPING

• Teen shopping trends
• Clothing and accessories
• Figure 29: Who usually pays for teens clothes, by gender and age, May 2003-April 2004
• Personal care products
• Other spending
• Where teens shop
• Figure 30: Where teens shop, 2002-2003
• Figure 31: Number of Teen visits to the mall in the last four weeks, by gender and age, May 2003-April 2004
• Figure 32: Who teens go to the mall with, by gender and age, May 2003-April 2004
• Figure 33: Items ordered online, by gender and age, May 2003-April 2004
• Figure 34: Amount spent shopping online, by gender and age, May 2003-April 2004

TECHNOLOGY & THE INTERNET

• Introduction
• Mobile communication
• Figure 35: Teen ownership of personal communication devices, by gender and age, May 2003-April 20004
• Figure 36: Choosing service and paying bills, by age, August 2003
• Computers and the Internet
• Computer usage
• Figure 37: Teen computer usage, by gender and age, May 2003-April 2004
• The Internet
• Figure 38: Top online activities among teens in the last 30 days, by gender and age, May 2003-April 2004
• Figure 39: Amount of time spent online, May 2003-April 2004
• Figure 40: Teens attitudes towards the Internet, by gender and age, May 2003-April 2004
• Electronics and games
• Games
• Figure 41: Favorite type of game for game consoles, by gender and age, May 2003-April 2004
• Portable audio devices
• Figure 42: Ownership of portable audio playing devices, by gender and age, May 2003-April 2004

LEISURE TIME

• General leisure activities
• Figure 43: Teen leisure activities, by gender and age, May 2003-April 2004
• Activities inside the home
• Listening to music
• Figure 44: Purchase of any music in the last 12 months, by gender and age, May 2003-April 2004
• Figure 45: Purchase of pre-recorded CDs in the last 12 months, by gender and age, May 2003-April 2004
• Figure 46: Top genres of music purchased, by gender and age, May 2003-April 2004
• Figure 47: Teen perceptions about their music taste, by gender and age, May 2003-April 2004
• Reading
• Activities outside the home
• Movies
• Figure 48: Number of times at the movies in the last 30 days, by gender and age, May 2003-April 2004
• Figure 49: Teen choices of movie genres, by gender and age, May 2003-April 2004
• Concerts/live entertainment
• Figure 50: Live performance events attended during the last 12 months, by gender and age, May 2003-April 2004
• Dining out
• Figure 51: fast food restaurant visits, teens, January-September 2003
• Figure 52: With whom fast food restaurants are visited, teens, January-September 2003
• Athletic participation
• Figure 53: Frequency of exercising, by gender and age, May 2003-April 2004
• Figure 54: Top sports teens participate in, by gender and age, May 2003-April 2004
• Figure 55: Alternative sports teens participate in, by gender and age, May 2003-April 2004
• Travel
• Figure 56: Teen attitudes towards vacations, by gender and age, May 2003-April 2004

MEDIA & ADVERTISING

ADVERTISING EXPOSURE

• Magazines and newspapers
• Figure 57: Teen attitudes towards magazines and advertising, by gender and age, May 2003-April 2004
• Figure 58: Teen reading online, by gender and age, May 2003-April 2004
• Advertising and promotions
• Figure 59: Teen attitudes towards advertising, by gender and age, May 2003-April 2004
• Promotions

ADVERTISING STRATEGIES AIMED AT TEENS

• Celebrity endorsements
• Using humor
• Interactive media
• The Internet

BRAND AFFINITY

• Retailers
• Figure 60: Select retailer brands as assessed by teens, August 2004
• Technology & electronics
• Figure 61: Select technology/electronics brands as assessed by teens, August 2004
• Quick-service restaurants (QSRs)
• Figure 62: Select QSR brands as assessed by teens, August 2004
• Food manufacturers
• Figure 63: Select food brands as assessed by teens, August 2004
• Beverages
• Figure 64: Select beverage brands as assessed by teens, August 2004
• Apparel
• Figure 65: Select apparel brands as assessed by teens, August 2004
• Shoes
• Figure 66: Select shoe brands as assessed by teens, August 2004
• Sportswear
• Figure 67: Select sportswear brands as assessed by teens, August 2004

SELECT PROFILES OF BRANDS EMBRACED BY TEENS

• Brand: Steve Madden
• Brand: Dlush
• Brand: Boost Mobile
• Brand: PacSun

FUTURE TRENDS

• Multicultural expansion
• Teens continue to be big spenders
• Money management upsurge
• Busy lives drive need for convenience and technology
• A moving target snowballs
• Teens become even more sophisticated shoppers
• Growing number of "just for teens" categories
• Evolving style confidence

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

• Consumer Research
• Sampling & Weighting
• Presentation & Definition
• Further Analysis
• Trade Research
• Informal trade research
• Formal trade research
• Desk & Internet Research
• Sources
• Definitions
• Forecasts

APPENDIX: WHAT IS MINTEL?

• Mintel Reports
• Global New Products Database
• Comperemediaｮ
• Mintel Services
• POS+
• Mintel Consultancy