What Teens Want NOW: Music & Recession Report

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What’s Hot With Teens

By: Tina Wells

Overview Research took place during March 2010

Teens between 13-19

Boys and Girls

961 respondents

2,100 attempts

45%

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Demographics: Location

Location, Location, Location

The majority of respondents who

participated in this survey were from

one of the following states:

Illinois (19%)

California (17%)

New York (14%)

New Jersey (4%)

Ohio (4%)

Georgia (3%)

Florida (3%)

Pennsylvania 3%)

Demographics: Age Our survey was given to teenagers between the ages of 13 and 19

years-old.

46%

Demographics: Ethnicity

Demographics: Gender & Education

Gender Education Level

29%

71%

=42%

=58%

=71%

=29%

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Hot Music Artists

Top 10 Music Artists

1. Lil Wayne

2. Lady Gaga

3. Drake

4. Black Eyed Peas

5. Eminem

6. Taylor Swift

7. Jay-Z

8. Beyonce

9. Kings of Leon

10. Paramore

Music Genres

Since 2008, Hip Hop & R&B has declined (10%)

in popularity while Rock has increased (10%)

How do you normally hear about new music?

48%

30%

19%

3%

48%

30%

19%

3%

Radio is where 13 year-

olds hear new music

FIRST!

“When a new song comes out I….”

34%

23%

21%

13% 9%

34%

23%

21%

13%

9%

*Respondents were able to choose more than one answer.

Illegal downloading

Do you still download illegally? Of those who download illegally:

74%

26%

=26%

=74%

59% 41%

= 41%

= 59%

Which do you prefer: albums or singles?

55% =55%

=45%

Concerts

Have you ever been to a concert? If yes, when was the last time?

Live music is still

very popular!

Recession Causalities

33% 67%

85% of teens said that the

economy has affected

their spending habits;

however, music ranks 6th

on the list of items

respondents gave up

since the recession.

Responses!

1. Clothing!

2. Dining Out!

3. Shoes!

4. Electronics!

5. Movies!

6. Music!

7. Car!

8. Vacations!

9.Make-up/Beauty Supplies !

10. Coffee Shops !

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Teen Pop Quiz

What’s Hotter:

33% 67%

Top Most Visited Websites

33% 67%

Responses! Percentages!

1. Facebook! 41%!

2. Google! 25%!

3. Youtube! 31%!

4. Myspace! 21%!

5. Twitter! 25%!

6. Flickr! 34%!

Ranked #1- #6

Would you buy an iPad?

38%

62%

What’s Hotter:

33% 67%

!!The results are in: 83% of teens

prefer Facebook over Myspace (17%)

!!This is a 26% increase from 2008.

What’s Hotter:

54% of teens prefer blogs. 3%

67%

Magazines or Blogs ??! Blog popularity has

increased by 25% since

2008

Boys prefer blogs (63%)

Girl prefer magazines (55%)

54%

46%

63%

55%

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The Blue Room

What is the Blue Room?

Research & marketing service

Dedicated panel of youth

Monthly trend reports

Dedicated back-end access

Service Standard Silver Gold Platinum

•!Small

businesses

•!Indie labels •!Community

organizations

•!Small

agencies

•!Media companies

•!Brands

•!Mid-size

agencies

•!Ad agencies

•!Corporations

•!Multi-segmented

businesses

buzzSpotter®

Panel size

20 members 50 members 100 members 250 +

members

bFocus/month 2 4 8 16

Global ! !

Polls/month

(500

responses)

1 2 3 5

buzzReport ! ! ! !

Service Standard Silver Gold Platinum

•!Small

businesses

•!Indie labels •!Community

organizations

•!Small

agencies

•!Media companies

•!Brands

•!Mid-size

agencies

•!Ad agencies

•!Corporations

•!Multi-segmented

businesses

Surveys/

quarter

(500-1000 responses)

2 4 6 10

buzzStorms/

quarter

1 2 3 5

Consulting

hours/month

2 4 6 10

buzzImmersio

ns/month

1 2 3 5

Access to the

Buzz Youth

Institute (bYI)

" " " "

Service Descriptions

buzzSpotter® Panel: Buzz Marketing Group has a world-wide network of 9,000 youth. These

youth are utilized for research and promotions.

bFocus: We offer many different types of focus groups, from online to offline, to new product

testing and simulations.

Blue Pulse™: Our polling service allows us to “get the pulse” of the youth market instantly

for major media happenings or industry events (e.g., “healthcare bill passage, earthquake in

Haiti). A standard pulse includes five questions. Results are delivered within 72 hours.

Surveys: Our research reporting service allows us to delve deeper into issues concerning

youth. Typical surveys are 30 questions in length.

buzzStorming™: Brainstorming sessions take place with key decision-makers. Session

topics range from new product ideas to ways to handle current challenges.

bConsulting: Clients have access to Tina Wells and her team of industry experts.

buzzImmersions: Immersion experiences are a great way to live the life of a youth for a day.

Want to know how they shop? Spend an afternoon at the mall. Want to study their beverage

consumption patterns? Spend half a day with them.

bYI: Our Buzz Youth Institute is our network of youth intelligence. Our network of consultants

include everyone from makeup artists to psychologists. It extends our ability to meet your business needs.

Tina Wells, CEO

856.346.3456 tina@buzzmg.com

Buzz Marketing Group

1018 Laurel Oak Rd.

Suite 1 Voorhees, NJ 08043

www.buzzmg.com

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