The Teens Market in the U.S.

Table of Contents

Chapter 1 Executive Summary

• Introduction
  • Background
  • Overview of Report
• Scope 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
  • Table 6-29: 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