Today’s young Filipino people who grew up with an array of media platforms available to them do not just stop at watching their favorite shows on television. They also listen to music, surf the internet, or text their friends while tuned to the TV, according to a study conducted by the School of Communication (SCM) and a research agency. According to the research: 54% of teens considered as “wholesome" and for us also confident and social leaders” live healthy lives, brought up by both parents and are 13 to 16 years old espouse time-tested values such as giving importance on religion, following traditional family values and having adverse attitudes toward pornography and violence in the media.

18. IC AL WEB
TYP
rfi ng
su
CHATTING
TX
TIN
G
TV
usic
M

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TY P D WEB
K E N rfi ng
W E G
E CHIN su
CHA
CAT T TING
nging
‘s ha
ZZ Z
TX
TIN
OU T
G
TV ’s
D VD

20. CATCH
IN
FREE G
Z Z‘s
TX
TIN
G
TV
VD ’s
D

39. 2 and ½ hours
online

40. Internet cafe

41. 19%
14%
12%

42. Mos t po pular
dest in at ion
Ave log-in: 2x a day
Ave time onlin e: 2.5 hours

43. LOTS FRIENDS!
# of friends: 569
OF

44. Most common
VIDEO GAMES

47. Wild Co nfessions
Wanted: Sweethearts
Yes Diaries

49. ----------------------- ----
---------------------- --
read
BOOKS

50. Most read
TA BLOIDS

51. magazines

52. PO CKETBOOKS

53. purchases

54. Ave. Allowance

55. consump tion of
owsi)ng:
thee pastl4l week
fo
th
(in

56. PURCHASE
INFLUENCERS
40% 20%

57. Nestea
most appealing
Cornetto
advertisements
Coca-Cola

58. FAVORITE (because of appearance)
ENDORSERS
Angel Locsin Anne Curtis Marian Rivera

59. Favorite
favorite
brands
brands

60. I decide
what to buy.

61. My parents
have a say.

62. HIGH when
involvement
it comes to buying
SNACKS
BEVERAGES
PERSONAL CARE
PRODUCTS

63. involvement
rate of teens
in the ff:
Breakfa st products
Personal products
Luxu ry & entertainment
items

64. SHARES
& TWEETS

65. lifestyle
Photo of an iceberg
values &
attitudes

66. SEGMENTS

67. Confide nt (54%)
Wholesome
Fearless, Receptive Teens (39%)
Pragmatic S ouls (8%)
Young,

68. Social leaders
do what is “right”
confident, strong character, listen

69. key defining attitudes
RELIGION SHOULD BE IN CONSERVATIVE
SYNC WITH NORMS WITH MEDIA

70. Characteristics
ears old ; Females
13-16 y
Elementary & HS graduates
y both parents ; SEC D
Raised b

71. Fashion follower
“follow the mainstreaming”

72. Key defining attitudes
INDIVIDUALIS LOW SELF OPEN TO RISKY
M EFFICACY
BEHAVIOR
X

73. Characteristics
; College students
17-19 years old
Higher incidence from broken families
SEC ABC1 and E homes

74. Young Pragmatic Souls
“here and now”
?
?
?? ?

75. Key defining attitudes
BELIEFS ARE OPEN TO NON-
NOT FIXED ACTIONS DEPENDTRADITIONAL
ON SITUATION BEHAVIOR
???
X

76. Characteristics
13-16 years old
From ABC homes; Roman Catholics
e raised by single parent
H igher incidenc

80. of teens’ parents
are divorced/separated

81. hat / an
HOW
THEY MAINTAIN
C
Kw entuh
CLOSE
CONNECTIONS
WITH
FAMILIES

82. WHO THEY
PROBLEMTALK TO
School /
Financial FAMILY
problems

84. WHO THEY
PROBLEMTALK TO
Friends / CLOSE
Boyfriends /
Girlfriends
FRIENDS

85. RELAT ION
SHIPS

87. started dating
at 11-15 y/o
(Ave. age: 14)

88. P RE- SEX
MAR
1 in 5
ITAL
More males (17-19y/o)
Acceptable!

89. Usin g con doms
majority
Nearly half are
purchased
open to the use
44%
by males
Males, 17-19 y/o

90. against
abortion

91. beh a vior

92. PORNOGRAPHY
54%No
38%
Have experienced
experience
Males, 17-19 y/o Females, 17-19 y/o

93. VICES
66%No
29%
Have experienced
experience
Females, 13-16 y/o Males, 17-19 y/o

94. tried tried
ALCOHOLIC BEVS CIGARETTES

95. P RE- SEX
MAR ITAL
19% 14%
Acceptable! Have engaged

96. CO NRTAC EPTIVE
USAGE
55% 57%
have tried
currently NOT
using