The U.S. Teens Market: Understanding the Changing Lifestyles and Trends of 12- to 19- Year Olds

• Two in Three Teens Live with Both Parents
• Table 2-20: Living Arrangements of 12- to 17-Year-Olds: by Age Group, 2000
• Black and Hispanic Teens Less Likely to Live in Two-Parent Households
• Table 2-21: Living Arrangements of 12- to 17-Year-Olds: by Race and Hispanic Origin, 2000
• Suburban Teens Most Likely to Live with Both Parents
• Table 2-22: Living Arrangements of 12- to 17-Year-Olds: by Location of Residence, 2000
• Parents of Teens Tend to Be in Their Forties
• Table 2-23: Mean Age of Family Householders: by Age of Children, 2000
• Table 2-24: Family Householders with Children Ages 12 to 17: by Age of Householder, 2000
• More than 2 Million Teens Live Independently
• Table 2-25: Family Status and Householder Relationship of 15- to 19-Year-Olds: by Age Group, 2000
• Table 2-26: Number of 15- to 19-Year-Olds Living Independently: by Age Group, Family, and Household Status, 2000
• Female Teens More Likely to Live Independently
• Table 2-27: Family Status and Householder Relationship of 15- to 19-Year-Olds: by Gender, 2000
• Number of Married Teens Tops Half Million
• Table 2-28: Marital Status of 15- to 19-Year-Olds, 2000
• Number of Teen Mothers Approached 600,000 in 2000
• Table 2-29: Number of 15- to 19-Year-Old Women Who Have Had a Child in the Last Year, 1994, 1995, 1998, 2000
• Most Teen Mothers Are Unmarried
• Table 2-30: Number of 15- to 19-Year-Old Women Who Have Ever Had a Child: by Marital Status, 2000
• Teen Marriages and Births Influenced by Numerous Factors
• Table 2-31: Marital Status of 15- to 19-Year-Old Females: by Race and Hispanic Origin, 2000
• Table 2-32: Distribution of 15- to 19-Year-Old Women: by Marital Class, Number of Children Ever Born, Age, Race, and Hispanic Origin,

School Enrollment

• Teens Attend Many Types of Educational Institutions
• School Remains Major Focus of Most Teens through Age 16
• Table 2-33: School Enrollment of 12- to 19-Year-Olds: by Single Year of Age, October 2000
• Teens Found from Elementary Schools to Colleges
• Table 2-34: Grade of Enrollment of 12- to 19-Year-Olds: by Single Year of Age, October 2000
• Most Teens Attend Public High Schools
• Table 2-35: Enrollment of Private Secondary School Students: by Type of School, 1999-2000
• More than 40% of 18- and 19-Year-Olds Are in College
• Table 2-36: College Enrollment of 15- to 19-Year-Olds: by Age Group, October 2000
• Gender Gap in College Enrollment of Older Teens
• Figure 2-3: Percent of 18- and 19-Year-Olds Enrolled in College: Males vs. Females, October 2000

Employment and Economic Status

• Teen Income Comes from Many Sources
• Poll Reveals Teens Have Strong Interest in Summer Employment
• Employment Trends among Young Teens Analyzed
• Teen Employment Patterns Complex
• Youngest Teens Often Earn Money
• Table 2-37: Number of 12- and 13-Year-Olds Engaged in Paying Work: by Type of Work, 2001
• More Job Opportunities Open When Teens Turn 14
• Table 2-38: Number of 14-Year-Olds Engaged in Paying Work: by Type of Work, 2001
• Young Teens Can Hold Wide Variety of Jobs
• Table 2-39: Top 10 Occupations of 14- and 15-Year-Olds with Employee Jobs
• Teen Employment Rate Increases Rapidly with Age
• Table 2-40: Number of Employed 15- to 17-Year-Olds: by Single Year of Age, 2001
• Gender Differences Seen in Employment Rates of Young Teens
• Table 2-41: Number of 12- and 13-Year-Olds Engaged in Paying Work: by Gender and Type of Work, 2001
• Table 2-42: Number of 14-Year-Olds Engaged in Paying Work: by Gender and Type of Work, 2001
• Occupational Differences between Boys and Girls Appear Early in Teen Years
• Table 2-43: Top 10 Occupations of 15-Year-Olds: by Gender
• Poll Suggests Teen Girls Earn Less than Boys
• Employment of Older Teens Affected by College Enrollment
• Table 2-44: Employment Status of 18- and 19-Year-Olds: by Enrollment Status
• Older Teens Balance School and Work
• Table 2-45: Employment Status of Students Ages 15 to 19 Years, October 2000
• Many Older Teens Are Employed
• Table 2-46: Employment Status of Students Ages 15 to 19 Years, October 2000
• Male Students More Likely to Work Full-Time
• Table 2-47: Employment Status of Male Students Ages 15 to 19 Years, October2000
• Table 2-48: Employment Status of Female Students Ages 15 to 19 Years, October 2000
• Earnings of 12- to 14-Year-Olds Reach Nearly $10 Billion Annually
• Table 2-49: Average Weekly Earnings of Employed 12- to 14-Year-Olds: by Single Year of Age, 2001
• Table 2-50: Average Annual Earnings of Employed 12- to 14-Year-Olds: by Single Year of Age, 2001
• Table 2-51: Aggregate Annual Earnings of Employed 12- to 14-Year-Olds: by Single Year of Age, 2001
• Teens in 15- to 17-Year-Old Age Group Earn $18.1 Billion
• Table 2-52: Average Weekly Earnings of Employed 15- to 17-Year-Olds: by Single Year of Age, 2001
• Table 2-53: Average Annual Earnings of Employed 15- to 17-Year-Olds: by Single Year of Age, 2001
• Table 2-54: Aggregate Annual Earnings of Employed 15- to 17-Year-Olds: by Single Year of Age, 2001
• Oldest Teens Earn $57.8 Billion Annually
• Table 2-55: Average Annual Earnings of Employed 18- and 19-Year-Olds, 2001
• Many Teens Expected to Contribute to Back-to-School Purchases
• Teen Allowances Create Substantial Buying Power
• Families with Teens Share $1.4 Trillion Annual Income
• Table 2-56: Aggregate Income of Families with Children Ages 6-17: by Race and Hispanic Origin, 2000

Indicators of Well-Being

• Teen Population Seen in Positive Light by U.S. Government Study
• Teens Share in Obesity Epidemic
• Causes of Teen Overweight Documented
• Figure 2-4: Percent of 12- to 19-Year-Olds Considered Overweight, Selected Years 1965-1999
• Low Calcium Intake Seen in Teens
• Physical Activity Declines as Teens Get Older
• Teen Smoking Declines
• Table 2-57: Percent of High School Students Who Reported Smoking Cigarettes, Selected Years, 1991-2001
• Today’s Teens Less Likely to Use Alcohol than Their Parents at Same Age
• Table 2-58: Percent of High School Seniors Reporting Alcohol Use: by Frequency of Use, 1975 to 2000
• Overall Drug Use by High-School Seniors Shows Less Favorable Trend
• Table 2-59: Percent of High School Seniors Reporting Use of Any Illicit Drug: by Frequency of Use, 1975 to 2000
• But Marijuana and Ecstasy Use Reported Down
• Level of Sexual Activity of Teens Seen Declining
• Table 2-60: Sexual Behaviors of 9th- to 12th-Graders, Selected Years, 1991-1999 81
• Teens Face High Risk of Contracting STDs
• Table 2-61: Reported Rates of Chlamydia per 100,000 Population of 15- to 19- Year-Olds, 1996-2000
• Incidence of STDs among Teens Population Shows Decline
• Teen Birth Rate Is Lower
• Figure 2-5: Birth Rates for 15- to 19-Year-Olds, 1991 vs. 2000

Attitudes and Issues

• Survey Documents Top 10 Concerns of Teens
• Teens and Parents Differ on Most Important Issues
• Teens Place High Value on Volunteering
• Religion Important to Many Teens

Teens’ Activities

• Listening to Music Favorite Teen Activity
• Maintaining Social Relationships Other Major Teen Activity
• Teen Girls Read More than Boys
• Teens Seek Afterschool Activities
• Teen Participation in Team Sports Declines
• Surfing the Web

III. Survey Of The Market

Overview of Key Market Segments

• 12- to 14-Year-Olds: On the Outside Looking In
• 15- to 17-Year-Olds: Teenagers to the Core
• 18- and 19-Year-Olds: On the Cusp of Young Adulthood
• Teenage Boys and Girls: Gender Rules
• Multicultural Teens: Driving the Urban Youth Market
• Action Sports Aficionados: Key Teen Market Segment

Market Trends

• Generational Values Shape Teen Consumers
• Technology Drives Teen Market
• Crossover Trends Seen in Teen Market
• Teen Health Problems Create Market Opportunities
• Demographic Trends Will Change Teen Market Structure
• Figure 3-1: Non-Hispanic Whites as Percent of Population of 12- to 19-Year- Olds, 1990, 2000, 2010

Industry Highlights

• Teens Emerge as High-Growth Market Segment for Wireless Industry
• Auto Industry Targets Teens Early
• Teens Become Elusive Customers for Recorded Music Industry
• Retailers Find Specialty Stores Work Best in Teen Market
• Hospitality Industry Sees Teens as New Market
• Teens Form Major Segment in Market for Health & Beauty Aids
• Financial Services Industry Tries to Develop Products for Teens

Family Expenditures on Teens

• Family Expenditures on Teens Analyzed
• Families Spend Less on Older Teens
• Figure 3-2: Family Expenditures on Children: by Age Group, 2000
• Low-Income Teens More Self-Sufficient
• Table 3-1: Estimated Annual Expenditures by Two-Child, Husband-Wife Families on 12- to 17-Year-Olds for Selected Consumer Products: by Age Group and Family Income Level, 2000
• Families Spend $48.7 Billion on Food for Teens
• Table 3-2: Aggregate Annual Family Expenditures on Food for 12- to 17-Year- Year-Olds: by Single Year of Age, 2000
• Clothing Expenditures Top $21 Billion
• Table 3-3: Aggregate Annual Family Expenditures on Clothing for 12- to 17- Year-Olds: by Single Year of Age, 2000
• Families Spend Nearly $30 Billion on Personal-Care Items, Entertainment, and Reading Materials for Teens
• Table 3-4: Aggregate Annual Family Expenditures on Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds: by Single Year of Age, 2000
• Family Expenditures on Teens Reach $100 Billion
• Table 3-5: Aggregate Annual Family Expenditures on Food, Clothing, Personal- Care Items, Entertainment, and Reading Materials for 12- to 17- Year-Olds: by Age Group, 2000
• Older Teens Account for More Food Expenditures and Younger Teens Absorb Greater Share of Other Family Expenditures
• Table 3-6: 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, 2000
• Table 3-7: Average Annual Family Expenditures on Food, Clothing, Personal- Care Items, Entertainment, and Reading Materials for 12- to 17- Year-Olds: by Age Group and Category of Expenditure, 2000

Teen Buying Power

• Estimates of Size of Teen Market Vary Widely
• Concept of “Buying Power” Used to Measure Size of Teen Market
• Teen Buying Power Reaches $150 Billion
• Table 3-8: Buying Power of 12- to 19-Year-Olds: by Age Group, 2001

Growth of the U.S. Teen Market

• Family Expenditures on Younger Teens Will Reach $64.4 Billion in 2006
• Table 3-9: Projected Growth in Family Expenditures on 12- to 14-Year-Olds for Selected Consumer Products, 2001-2006
• Family Expenditures on Older Teens Will Grow 26.1%
• Table 3-10: Projected Growth in Family Expenditures on 15- to 17-Year-Olds for Selected Consumer Products, 2001-2006
• Family Expenditures on Teens Will Exceed $128 Billion in 2006
• Table 3-11: Projected Growth in Family Expenditures on 12- to 17-Year-Olds for Selected Consumer Products, 2001-2006
• Buying Power of 12- to 14-Year-Olds Will Reach $30.8 Billion in 2006
• Table 3-12: Projected Growth in Expenditures by 12- to 14-Year-Olds, 2001-2006
• Buying Power of 15- to 17-Year-Olds Will Show Highest Growth Rate
• Table 3-13: Projected Growth in Expenditures by 15- to 17-Year-Olds, 2001-2006
• Buying Power of Older Teens Will Reach $100 Billion in 2006
• Table 3-14: Projected Growth in Expenditures by 18- and 19-Year-Olds, 2001-2006
• Male Teens Have More Buying Power
• Table 3-15: Projected Growth in Expenditures by 12- to 19-Year-Old Females, 2001-2006
• Table 3-16: Projected Growth in Expenditures by 12- to 19-Year-Old Males, 2001-2006
• Teen Buying Power Will Show Increase of 27.7%
• Table 3-17: Projected Growth in Expenditures by 12- to 19-Year-Olds, 2001-2006

IV. Consumer Behavior

Teens’ Influence on Family Consumer Behavior

• Teens Influence Household Brand Choices
• Teens Increase Control over Buying Decisions
• Most Teens Control Own Back-to-School Buying Decisions
• Parents Cut Back on Spending for Own Clothing but Increase Expenditures on Clothing for Teen Children
• Teens Provoke Major Grocery Expenditures
• Table 4-1: Weekly Grocery Expenditures: by Presence of Children Ages 6 to11 and 12 to 17, Fall 2001
• Table 4-2: Number of Times Did Fill-in Food Shopping in Last 4 Weeks: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001
• Teens Use Microwave to Cook for Families
• Many Teens Shop for Food
• Teens’ Households Look to Catalogs for Big-Ticket Items
• Table 4-3: Catalog Shopping Patterns: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001
• Table 4-4: Catalog Expenditures: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001
• Teens Surrounded by Home Electronics
• Table 4-5: Ownership of Computers and Home Electronics Equipment: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001
• Younger Kids More Involved than Teens with Parents’ Shopping
• Table 4-6: Impact of Children on Buying Decisions: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001

Shopping Behavior and Buying Patterns

• Teens Visit Stores More than Other Shoppers
• Teens Spend on Visits to the Mall
• Convenience Stores Attract Teens
• Teens Most Likely to Buy Beverages at Convenience Stores
• Teens Buy Less Candy and Gum
• Study Shows Increase in Teen Milk Consumption
• Teens Shop with Cash
• Films Have Limited Impact on Teen Consumer Behavior
• TV Most Influential Advertising Medium for Teens
• Research Reveals Value-Conscious Teens
• Gender Differences Seen When Teens Eat Out
• Clothing and Accessories Top Teen Spending Choices
• Teenage Boys Now Fashion-Conscious Clothes Shoppers
• Fashion Brands Top Teen Choices
• Girls Become Major Music Customers
• Proms Spur Major Teen Spending
• Teen Consumers Influenced by Corporate Philanthropy

Teens and Technology

• Online Teen Population Grows More than 50% in Four Years
• Table 4-7: Internet Use from Any Location: by Age Group, 1998 vs. 2001
• Table 4-8: Internet Use from Any Location by 12- to 19-Year-Olds: by Age Group, 1998 vs. 2001
• Table 4-9: Growth in Internet Use from Any Location: 12- to 19-Year-Olds vs. All Individuals Ages 3 Years and Older, 1998-2001
• Teens More Likely to Go Online at Home than at School
• Table 4-10: Percent of 5- to 24-Year-Old Internet Users Who Use the Internet Only at Home: by Age Group, 1998 vs. 2001
• Table 4-11: 5- to 24-Year-Old Internet Users: by Age Group and Location of Use, 2001
• Socioeconomic Variables Affect Teen Internet Usage
• Table 4-12: Internet Use among 10- to 17-Year-Olds: by Location of Use, Race and Hispanic Origin, and Family Income, 2001
• Teens Seen as Most Computer Savvy Family Members
• Teens View Internet Primarily as Social Tool
• Survey Documents Social Uses of Internet
• Teens Also Surf the Web for Fun
• Gender Differences Seen in Teen Internet Use
• Teens’ Use of Internet Broadens As They Get Older
• Most Teens Use Internet to Research Purchases
• Teens Shop Less Often but Spend As Much Online
• Younger Teens Spend Proportionately More Online
• Teens Quickest to Make First Online Purchase
• Teen Consumers Embrace Wireless Technology

V. Media

Print

• Survey Finds Teens Trust Newspapers More than TV
• Teens’ Parents Depend on Magazines
• Table 5-1: Attitudes toward Magazines: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001
• Magazine Advertising Viewed Positively
• Table 5-2: Attitudes toward Advertising in Print Media: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001
• Big 4 Magazines Dominate Teen Publishing
• Boys Absent from Teen Magazine Readership
• Efforts to Launch General-Interest Magazines for Teen Boys Have Mixed Results
• Male Teens Look to Action-Sports Magazines
• Teen Magazine Field Increasingly Competitive
• Teen Magazines Respond to Competitive Pressures
• Seventeen Magazine Extends Brand

Television

• Adults in Teen Households Less Involved in TV than Other Adults
• Table 5-3: Attitudes toward Television: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001
• TV Advertising Not Seen as Negative
• Table 5-4: Attitudes toward Television Advertising: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001
• Teens Watch Less TV than Adults
• Cable Networks Top Teen Choices
• Broadcast Networks Continue to Lose Teen Market Share
• Broadcast Networks Search for Ways to Win Back Teen Viewers
• Teens Prefer Sitcoms
• MTV Stays on Top with Teens

Radio

• Teens Turn On Radio
• Teens Lead in Listening to Radio Online
• Radio Favored in Teen Households
• Table 5-5: Attitudes toward Radio: by Presence of Children Ages 6 to 11 and 12 to 17, Fall 2001

New Media

• Internet Voted Top Medium
• Research Shows Teens on Cutting Edge of Media Convergence
• Redesign of MTV.com Reflects Teen Lifestyle
• Alloy Uses Mixed Media to Reach Teens

VI. Overview Of Marketing, Promotional, And Advertising Strategies

Marketing Fundamentals

• Deal with the Paradoxes of Teen Consumers
• Understand that Teens Often Reject Mainstream Marketing Approaches
• Appeal to Individuality While Leveraging Teens’ Influence with Their Peers
• Acknowledge the Fickle Nature of Teen Consumers
• Help Teens Create Their Own Trends
• Affiliate with Teen Subcultures
• Use Converging Technologies to Grab the Attention of Multitaskers
• Try to Reach Teens Wherever They Can Be Found

Marketing and Promotional Approaches

• Grassroots Marketing Seen as Crucial in Teen Market
• Variety of Street Marketing Methods Used to Reach Urban Teens
• Action Sports Tie-Ins Appeal to Key Segment of Male Teens
• Online Promotion a Core Component of Integrated Teen Marketing Strategies
• Viral Marketing Gains Support
• Internet Used to Get Continuous Teen Feedback
• P& G Creates Online Teen Community for Marketing and Product Development
• Offline Viral Techniques Also Used in Teen Market Research
• Entertainment Industry Uses Web-Based Viral Marketing to Build Teen Audiences
• Event Marketing Attracts Teens’ Attention
• Nintendo Integrates Online and Offline Word-of-Mouth to Promote Launch of GameCube
• Celebrities Still Seen as Vital to Teen Marketing Strategies
• Real-Life Product Placement Seen as Effective Teen Marketing Tool
• Video Games Used for Product Placement
• Logos Go Low-Key
• Wireless Promotions Seen as Wave of the Future in Teen Market
• Drug-Store Chains Look to In-Store Displays to Capture Teens
• Companies Use Teen Marketing to Build Brand Loyalty Early

Advertising Strategies and Campaigns

• Many Campaigns Reflect Desire of Teens to See Themselves in Ads
• Levi’s Involves Real Teens in Advertising
• Sprite Features Authentic “Voices” of Urban Teens
• Clairol Stays with Celebrities in Teen Campaign
• Heinz Ketchup Campaign Uses Humor to Connect with Teens
• Starburst Spots Target Male Teens
• Fruitopia Ads Geared to African American Teen Trendsetters
• Frito-Lay Expands Online Ad Budget
• Chocolate Milk Marketers Aim Ads at Teens
• “Got Milk” Campaign Looks to Hispanic Teens
• New Clearasil Ads Reflect Revamped Strategy
• Stridex Ads Designed for Branding of New Product

VII. Case Studies Of Companies Marketing To Teens

Apparel and Footwear

• Quiksilver’s Roxy Brand Symbolizes Active Teen Girls Lifestyle
• AmeriCo Targets Teens with Pepsi and Mountain Dew Apparel
• Turnstylz Caters to Plus-Size Teens

Food and Beverages

• SoBe Moves beyond Grassroots Marketing with TV Campaign
• New Pepsi Flavors Target Teens
• Slim Jim Speaks to Male Teens

Health and Beauty Aids

• P&G’s Cover Girl Focuses on Teen Girls
• Mary Kay Introduces Product Line Aimed at Teens
• Avon Launches Teen Business Unit

Retail

• Abercrombie & Fitch Goes After Younger Crowd with Hollister
• Target Turns its Attention to Teens
• Department Stores Court Teens

Telecommunications

• Verizon Targets Youth Market
• Cingular Wireless Reaches Out to Teens
• Virgin Mobile USA Launches Service Focused Exclusively on Youth Market

Appendix I: Examples Of Teen Advertising

Appendix II: Addresses Of Selected Teen Market Resources

• Advertising/Marketing/Market Research
• Publications
• Other Media