what teens want: 2010

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Buzz Marketing Group CEO Tina Wells shares her insights on the latest trends among teens.

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Page 1: What Teens Want: 2010

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What Teens Want

Page 2: What Teens Want: 2010

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%

Page 3: What Teens Want: 2010

Overview

Research took place during March 2010

!Teens between 13-19

!Boys and Girls

!2,276 respondents

!5,966 attempts

45%

Page 4: What Teens Want: 2010

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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

!California

! Nevada

!New York

! New Jersey

! Ohio

! Georgia

! Florida

! Pennsylvania

Page 5: What Teens Want: 2010

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%

Page 6: What Teens Want: 2010

Demographics: Ethnicity

Caucasian

African American

Hispanic

Asian American

Mix

American Indian

Indian

!"#$%"#$

%&#$

$$!#$$$$$'#$$$%$%$

Page 7: What Teens Want: 2010

Demographics: Gender & Education

29%

71%

56% 44% High School= 71%!

College= 29%

Page 8: What Teens Want: 2010

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The Internet

Page 9: What Teens Want: 2010

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%

Page 10: What Teens Want: 2010

Top Most Visited Websites

33% 67%

Responses! Percentages!

1.! ! 41%!

2. ! 25%!

3. ! 31%!

4. ! 21%!

5. ! 25%!

6. ! 34%!

Page 11: What Teens Want: 2010

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

Page 12: What Teens Want: 2010

Yes to a Twitter

account

Do you have a

Twitter account?

Yes

55% No

45%

Female

51%

Male

49%

Page 13: What Teens Want: 2010

Networking

Text

message

Meet in

person

Facebook Talk on the

phone

Email

51%

29% 25%

6% 2%

Page 14: What Teens Want: 2010

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?

Page 15: What Teens Want: 2010

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Music

Page 16: What Teens Want: 2010

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

Page 17: What Teens Want: 2010

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%)

Page 18: What Teens Want: 2010

“When a new song comes out I….”

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72685+$8)$)+$62856$,295$

:-+.)0-$;$<=6>-?5$

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34%

23%

21%

13%

9%

*Respondents were able to choose more than one answer.

Page 19: What Teens Want: 2010

Albums

Singles

45%

Albums Vs. Singles

55%

2002 2009

Yes

CC#$

DE#$

Do you download music

illegally?

Page 20: What Teens Want: 2010

+Technology

Technology

Page 21: What Teens Want: 2010

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

Page 22: What Teens Want: 2010

New Technology:

Do you own an iPod? Do you own a cell phone?

98%

Yes = 87%

No = 13%

Yes = 98%

No = 2%

Page 23: What Teens Want: 2010

Cell Phone Usage:

How do you use your phone?

Checking

email

Surfing the

web

Listening to

music

Calling

friends

Text message

36% 40%

43% 44%

53%

Page 24: What Teens Want: 2010

Yes No

Would you buy an iPad?

38%

62%

Page 25: What Teens Want: 2010

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What’s Hot

What’s Not?

Page 26: What Teens Want: 2010

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%

Page 27: What Teens Want: 2010

What’s Hotter:

11% 19%

Mac or PC ??!

33%

67%

63% 36%

2007 2008

63%

37% 37%

63%

Mac PC Mac PC

Page 28: What Teens Want: 2010

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%

Page 29: What Teens Want: 2010

TV Internet

14%

86%

What’s Hotter: TV or Internet!

Page 30: What Teens Want: 2010

Instant

Message

Text

Message

29%

71%

Instant Message vs. Text Message

! Girls prefer texting (56%)

! Boys prefer IM (57%)

What’s Hotter:

Page 31: What Teens Want: 2010

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%

Page 32: What Teens Want: 2010

Shopping:

!The results show that girls prefer to shop in-store (56%) and boys

prefer to shop online (64%).

55%

In-store or Online !

Page 33: What Teens Want: 2010

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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

Page 34: What Teens Want: 2010

Employment

NO

56%

YES

44%

Are you employed? This time last year, were you

employed?

NO

66%

YES

34%

Page 35: What Teens Want: 2010

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%

Page 36: What Teens Want: 2010

What is your main source of income?

Parents

Job

Allowance

Gifts 6%

14%

38%

42%

Page 37: What Teens Want: 2010

What amount of your income is disposable?

0-10%

10-20%

20-30%

>30%

35%

21% 14%

30%

Page 38: What Teens Want: 2010

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A closer look into how

teens spend…

Purchasing

Page 39: What Teens Want: 2010

Shopping

Only

when

needed

Weekly Monthly Daily

Do you shop online? How often do you shop?

Yes

84%

No

16%

39% 35%

22%

4%

Page 40: What Teens Want: 2010

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%

Page 41: What Teens Want: 2010

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%

Page 42: What Teens Want: 2010

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 !

Page 43: What Teens Want: 2010

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Recession: Spending Diaries "Think before I spend. !Try and save money

and not always buy things I don't need.” - Bryce, 14, California

Page 44: What Teens Want: 2010

45%

Young adults tracked their

financial habits for one week…

Page 45: What Teens Want: 2010

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

Page 46: What Teens Want: 2010

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

Page 47: What Teens Want: 2010

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

Page 48: What Teens Want: 2010

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

Page 49: What Teens Want: 2010

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

Page 50: What Teens Want: 2010

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

Page 51: What Teens Want: 2010

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The Blue Room

Page 52: What Teens Want: 2010

What is the Blue Room?

!Research & marketing service

!Dedicated panel of youth

!Monthly trend reports

!Dedicated back-end access

Page 53: What Teens Want: 2010

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 ! ! ! !

Page 54: What Teens Want: 2010

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)

" " " "

Page 55: What Teens Want: 2010

Tina Wells, CEO

856.346.3456

[email protected]

Buzz Marketing

Group

1018 Laurel Oak Rd.

Suite 1 Voorhees, NJ 08043

www.buzzmg.com

Contact Us