Teen Trends presentation

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!

Follow me on Twitter:www.twitter.com/daverozman

Dave Rozman:daverozman@gmail.com

http://daverozman.tumblr.com/