Twenty-first-century teens are among the first Americans to grow up using computers and engaging with the Internet as part of their everyday routine. The report demonstrates how teens are on the cutting edge of the media revolution now underway in the American consumer economy and highlights what marketers can do to attract the attention of this important consumer segment both now and in the future.

The report begins with an assessment of the size and growth of the teens market and a demographic profile of teen consumers. The next section of the report focuses on how teens spend their time, beginning with their involvement with computers and the Internet. The report continues with an in-depth look at how social networking sites have changed how teens relate to their friends and the world at large. There is a separate chapter on the leisure and entertainment choices of teens, including books, video games, music, watching movies at home, and going out to live entertainment events, the movies, and restaurants. An analysis of teens’ media consumption includes an assessment of trends affecting magazine readership, the effect of multitasking on television viewing, and the impact of the Internet on traditional media usage.

The next section of the report analyzes how teens spend their money. This includes chapters on the sources of teens’ income; their shopping behavior and buying patterns, both in stores and online; and highlights of consumer behavior in fashion, personal care, and food.

The report concludes with a section analyzing emerging trends in the teens market. A chapter on advertising and marketing approaches highlights the impact of social networking sites on marketing to teens today, while another chapter provides an overview of strategic trends and marketing opportunities in the teens market.

Report Methodology
The information in The Teens Market in the U.S. is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in teen market research. The report features unique analysis based on the Simmons Market Research Bureau Fall 2006 National Consumer Survey and Fall 2006 Teen National Consumer Survey. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

How You Will Benefit from this Report
If your company is interested in understanding and reaching the teen market, you will find this report invaluable, as it provides a comprehensive package of information and insight about teenage consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the teen population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for teen products.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the teenage population.
• Advertising agencies to develop messages and images that compel teen (or their parents) to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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