Post on 15-May-2015
description
+
What Teens Want
Pop Quiz
! True or False: The majority of teens want to buy an iPad.
! True or False: Teens prefer a PC over a Mac.
! True or False: Teens prefer to shop online.
! True or False: Downloading music illegally has increased over the past 8 years. 5%
Overview
Research took place during March 2010
!Teens between 13-19
!Boys and Girls
!2,276 respondents
!5,966 attempts
45%
+
Demographics: Location
Location, Location, Location
The majority of respondents who
participated in this survey were
from one of the following states:
!Illinois
!California
! Nevada
!New York
! New Jersey
! Ohio
! Georgia
! Florida
! Pennsylvania
Demographics: Age
Our survey was given to teenagers between the ages of 13 and 19 years-old.
13
=6%
14
=7%
15
=9%
16
=14%
17
=18%
18
=24%
19
=22%
Demographics: Ethnicity
Caucasian
African American
Hispanic
Asian American
Mix
American Indian
Indian
!"#$%"#$
%&#$
$$!#$$$$$'#$$$%$%$
Demographics: Gender & Education
29%
71%
56% 44% High School= 71%!
College= 29%
+
The Internet
3-6 hours
1-3 hours
<6 hours
>1 hour
Online Activity 40% of teens spend between 3-6 hours online each day.
40%
38%
20% 2%
Top Most Visited Websites
33% 67%
Responses! Percentages!
1.! ! 41%!
2. ! 25%!
3. ! 31%!
4. ! 21%!
5. ! 25%!
6. ! 34%!
Number of email accounts
2 accounts = 41%
1 account = 23%
3 accounts = 21%
4+ accounts = 15%
How often teens check their mail
Multiple times a day = 79%
Just once a day = 21%
Email Usage
Yes to a Twitter
account
Do you have a
Twitter account?
Yes
55% No
45%
Female
51%
Male
49%
Networking
Text
message
Meet in
person
Facebook Talk on the
phone
51%
29% 25%
6% 2%
Getting the Buzz….
Responses! Percentages!
1. Online websites! 73%!
2. TV! 15%!
3. Go to a friend! 7%!
4. Magazine/Newspaper/Radio! 5%!
How do you normally get your news?
+
Music
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
Hip-Hop
Rock
Pop
R&B
Alternative/Indie
28%
29%
17%
10%
4%
Since 2008, Hip Hop & R&B has declined (10%)
in popularity while Rock has increased (10%)
“When a new song comes out I….”
()*+,)-.$/0)1$234+56$
72685+$8)$)+$62856$,295$
:-+.)0-$;$<=6>-?5$
()*,)-.$/0)1$-$.2/505+8$6285$
@4=$8A5$B($2+$68)056$
()*,)-.$/0)1$-$/025+.$
34%
23%
21%
13%
9%
*Respondents were able to choose more than one answer.
Albums
Singles
45%
Albums Vs. Singles
55%
2002 2009
Yes
CC#$
DE#$
Do you download music
illegally?
+Technology
Technology
New Technology:
Yes
80%
No
20%
Yes
89%
No
11%
Do you own a laptop? Do you own a digital camera
More than half of teens
surveyed have the most
recent technology
New Technology:
Do you own an iPod? Do you own a cell phone?
98%
Yes = 87%
No = 13%
Yes = 98%
No = 2%
Cell Phone Usage:
How do you use your phone?
Checking
Surfing the
web
Listening to
music
Calling
friends
Text message
36% 40%
43% 44%
53%
Yes No
Would you buy an iPad?
38%
62%
+
What’s Hot
What’s Not?
Responses! Percentages!
LOVE IT!! 44%!
Like it! 23%!
(it’s ok)! 11%!
HATE IT! ! 22%!
The Twilight Saga
Is Twilight still hot?
Yes
78%
No
22%
What’s Hotter:
11% 19%
Mac or PC ??!
33%
67%
63% 36%
2007 2008
63%
37% 37%
63%
Mac PC Mac PC
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%)
Boys Girls
54% 46%
63%
55%
2008 2009
54%
Magazine Blog Magazine Blog
71%
29%
46%
TV Internet
14%
86%
What’s Hotter: TV or Internet!
Instant
Message
Text
Message
29%
71%
Instant Message vs. Text Message
! Girls prefer texting (56%)
! Boys prefer IM (57%)
What’s Hotter:
What’s Hotter:
33% 67%
!!The results are in: 83% of teens prefer Facebook over MySpace (17%)
!!This is a 26% increase from 2008.
Facebook or MySpace!
2008 2009 Facebook MySpace Facebook MySpace
57%
43%
83%
17%
Shopping:
!The results show that girls prefer to shop in-store (56%) and boys
prefer to shop online (64%).
55%
In-store or Online !
+
Recession "Always look for coupons and other discounts. !
Only spend the money that you have at that
moment in time, don't spend money anticipating
that you will earn more money back.”
-Crista, 16, Atlanta
Employment
NO
56%
YES
44%
Are you employed? This time last year, were you
employed?
NO
66%
YES
34%
Since the recession, how much time have you
spent with family?
More time with
family
Same amount of
time with family
Less time with
family
41%
35%
24%
What is your main source of income?
Parents
Job
Allowance
Gifts 6%
14%
38%
42%
What amount of your income is disposable?
0-10%
10-20%
20-30%
>30%
35%
21% 14%
30%
+
A closer look into how
teens spend…
Purchasing
Shopping
Only
when
needed
Weekly Monthly Daily
Do you shop online? How often do you shop?
Yes
84%
No
16%
39% 35%
22%
4%
Spending Habits
Has the economy affected your
spending habits?
Do you think before you spend
because of the financial crisis?
Yes
85%
No
15%
Yes
78%
No
22%
Want it. Need it. Nabbed it.
33% 67%
Responses! Percentages!1. They NEED it! 50%!
2. They WANT it! 43%!
3. It is on SALE! 33%!
Once the economy turns around, will teens
resume to their old spending habits?
Have teens learned anything from the
financial crisis?
No
47%
Yes
53% Yes
86%
No
14%
Recession Causalities
11% 19% 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 !
+
Recession: Spending Diaries "Think before I spend. !Try and save money
and not always buy things I don't need.” - Bryce, 14, California
45%
Young adults tracked their
financial habits for one week…
Who: 19 Year-Old Female
From: Philadelphia, PA
Occupation: Student
Monday Qdoba Chips: $2.66
School Supplies: $1.99
Snack: $1.09
Total: $5.74
Tuesday Snacks: $3.74
Coffee Filters: $2.99
Safety Deposit: $175
Electricity Bill: $115
Total: $296.73
Wednesday Lunch: $6
Smoothie & Snack: $5.09
Netflix: $14
Total: $25.05
Thursday Breakfast: $4.70
Coffee & Snack: $2.88
Fruit: $4.50
Total: $12.08
Friday School Supplies: $8
Lunch: $4
Dinner & Wine: $14
Total: $26
Saturday Karaoke: $8
Subway Tokens: $5
Printing: $4.50
Dinner: $5
Total: $ 22.50
Sunday Starbucks: $5.70
Total: $5.70
GRAND TOTAL:
$ 393.38
Who: 19 Year-Old Male
From: Chicago, IL
Occupation: Student
Monday Weed: $80
Cigarettes: $8.50
Total: $88.50
Tuesday Hotel Room: $30
Total: $30
Wednesday N/A
Total:$0
Thursday Cigarettes : $10.50
Liquor Store: $12
Total: $22.50
Friday Weed: $10
Liquor Store: $13
Wendy’s: $5
Total: $28
Saturday Noodles & Co.: $8
Total: $8
Sunday Cigarettes: $9
Total: $9
GRAND TOTAL:
$186
Who: 19 Year-Old Female
From: Los Angels, CA
Occupation: Student
Monday
Dinner: $21.61
Gas: $15
Snacks: $5.90
Total: $42.51
Tuesday Weed: $10
Cigarettes: $5.21
Total: $15.21
Wednesday Lunch: $5.68
Total: $5.68
Thursday Dinner: $9.48
Total: $9.48
Friday Starbucks: $6.10
Lunch: $10
Total: $16.10
Saturday Car Wash: $11.67
Gas: $15
Weed: $30
Perfume: $48
Popeyes: $14
Manicure/Pedicure: $30
Total: $192.67
Sunday N/A
Total: $0
GRAND TOTAL:
$ 281.65
Who: 19 Year-Old Male
From: Philadelphia
Occupation: Photographer
Monday Target: $77 Bar: $40 Pet Store: $31 Whole Foods: $27 Gas: $18
Total: $193
Tuesday Food: $31
Apple Store: $600
Hard Drive: $70
Total: $701
Wednesday N/A
Total: $0
Thursday Itunes: $3
Whole Foods: $103
Bar: $15
Total: $121
Friday Club: $26
Club: $18
Total: $44
Saturday ATM: $200 Casino: $200 Food & Drinks: $100
Total: $500
Sunday Restaurant: $100
Total: $100
GRAND TOTAL:
$ 1,659
Who: 18 Year-Old Female
Location: New York City, NY
Occupation: Student
Monday Accutane Prescription: $172.95
Greeting Cards: $11.80
Gum & Printer Ink: $35.29
CDs: $7.98
Ethernet Cord: $11.50
Total: $239.52
Tuesday Food: $6.55
Total: $6.55
Wednesday Jamba Juice: $2
Cereal: $4
Total: $6
Thursday:
Groceries: 17.21
Total: $17.21
Friday
N/A
Total: $0
Saturday Lunch: $4.90
Total: $4.90
Sunday N/A
Total: $0
GRAND TOTAL:
$274.18
45%
Alcohol & Teens?
Spend, Spend, Spend
Places to go, people to see
“Someone’s gotta pay the bills”
“I think I’m going to stay in tonight”
“No, I have the bill”
Spending Themes How teens spend their money...
[Through the recession I’ve learned that] “most of the time I can live without whatever it is I think I
need, especially media. !I can always borrow things from other people or find alternative ways of
getting things, like from the library.”- Anna,18, Illinois
+
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)
" " " "
Tina Wells, CEO
856.346.3456
twells@buzzmg.com
Buzz Marketing
Group
1018 Laurel Oak Rd.
Suite 1 Voorhees, NJ 08043
www.buzzmg.com
Contact Us