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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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What Teens Want: 2010

  1. 1. + What Teens Want
  2. 2. 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 5% over the past 8 years.
  3. 3. Overview Research took place during March 2010 !Teens between 13-19 !Boys and Girls !2,276 respondents 45% !5,966 attempts
  4. 4. + 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 Demographics: Location ! Pennsylvania Location, Location, Location
  5. 5. Demographics: Age Our survey was given to teenagers between the ages of 13 and 19 years-old. 13 14 15 16 17 18 19 =6% =7% =9% =14% =18% =24% =22%
  6. 6. Demographics: Ethnicity $$!#$$$$$'#$$$%$%$ %&#$ Caucasian African American !"#$ %"#$ Hispanic Asian American Mix American Indian Indian
  7. 7. Demographics: Gender & Education 56% 44% High School= 71%! College= 29% 29% 71%
  8. 8. + The Internet
  9. 9. Online Activity 40% of teens spend between 3-6 hours online each day. 20% 2% 40% 3-6 hours 1-3 hours 38% <6 hours >1 hour
  10. 10. Top Most Visited Websites Responses! Percentages! 1.! ! 41%! 2. ! 25%! 33% 67% 3. ! 31%! 4. ! 21%! 5. ! 25%! 6. ! 34%!
  11. 11. Email Usage 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%
  12. 12. Do you have a Yes to a Twitter Twitter account? account Yes Female Male 55% 51% 49% No 45%
  13. 13. Networking 51% 29% 25% 6% 2% Text Meet in Facebook Talk on the Email message person phone
  14. 14. Getting the Buzz…. How do you normally get your news? Responses! Percentages! 1. Online websites! 73%! 2. TV! 15%! 3. Go to a friend! 7%! 4. Magazine/Newspaper/Radio! 5%!
  15. 15. + Music
  16. 16. 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
  17. 17. Music Genres Since 2008, Hip Hop & R&B has declined (10%) in popularity while Rock has increased (10%) Alternative/Indie 4% R&B 10% Pop 17% Rock 28% Hip-Hop 29%
  18. 18. “When a new song comes out I….” 9% ()*+,)-.$/0)1$234+56$ 13% 34% 72685+$8)$)+$62856$,295$ :-+.)0-$;$<=6>-?5$ 21% ()*,)-.$/0)1$-$.2/505+8$6285$ 23% @4=$8A5$B($2+$68)056$ ()*,)-.$/0)1$-$/025+.$ *Respondents were able to choose more than one answer.
  19. 19. CC#$ Do you download music illegally? Yes DE#$ 2002 2009 Albums Vs. Singles 45% 55% Albums Singles
  20. 20. +Technology Technology
  21. 21. New Technology: More than half of teens surveyed have the most recent technology Do you own a laptop? Do you own a digital camera No No 11% 20% Yes Yes 80% 89%
  22. 22. New Technology: Do you own an iPod? Do you own a cell phone? Yes = 87% Yes = 98% No = 13% No = 2% 98%
  23. 23. Cell Phone Usage: How do you use your phone? 53% 43% 44% 40% 36% Checking Surfing the Listening to Calling Text message email web music friends
  24. 24. Would you buy an iPad? 62% 38% Yes No
  25. 25. + What’s Hot What’s Not?
  26. 26. The Twilight Saga Responses! Percentages! LOVE IT!! 44%! Like it! 23%! (it’s ok)! 11%! HATE IT! ! 22%! Is Twilight still hot? No 22% Yes 78%
  27. 27. What’s Hotter: Mac or PC ?? ! 63% 63% 36% 63% 11% 37% 19% 37% Mac PC Mac PC 33% 2007 2008 67%
  28. 28. What’s Hotter: Magazines or Blogs ! !54% of teens prefer blogs. 3% !Boys prefer blogs (63%) 67% Girl prefer magazines (55%) 63% 71% 54% 46% 55% 29% 54% 46% Magazine Blog Magazine Blog 2008 2009 Boys Girls Blog popularity has increased by 25% since 2008
  29. 29. 86% What’s Hotter: TV or Internet! 14% TV Internet
  30. 30. What’s Hotter: Instant Message vs. Text Message ! Girls prefer texting (56%) 71% ! Boys prefer IM (57%) 29% Instant Text Message Message
  31. 31. What’s Hotter: Facebook or MySpace! !!The results are in: 83% of teens prefer Facebook over MySpace (17%) !!This is a 26% increase from 2008. 83% 33% 67% 57% 43% 17% Facebook MySpace Facebook MySpace 2008 2009
  32. 32. Shopping: In-store or Online ! !The results show that girls prefer to shop in-store (56%) and boys prefer to shop online (64%). 55%
  33. 33. + 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
  34. 34. Employment Are you employed? This time last year, were you employed? YES YES NO 34% NO 44% 66% 56%
  35. 35. Since the recession, how much time have you spent with family? 41% 35% 24% More time with Same amount of Less time with family time with family family
  36. 36. What is your main source of income? Gifts 6% Allowance 14% 38% Job 42% Parents
  37. 37. What amount of your income is disposable? 0-10% 30% 35% 10-20% 14% 21% 20-30% >30%
  38. 38. + Purchasing A closer look into how teens spend…
  39. 39. Shopping Do you shop online? How often do you shop? 39% 35% No 22% 16% Yes 84% 4% Only Weekly Monthly Daily when needed
  40. 40. Spending Habits Has the economy affected your Do you think before you spend spending habits? because of the financial crisis? No No 15% 22% Yes Yes 85% 78%
  41. 41. Want it. Need it. Nabbed it. 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 Have teens learned anything from the resume to their old spending habits? financial crisis? 33% 67% No 14% No Yes Yes 47% 53% 86%
  42. 42. Recession Causalities Responses! 1. Clothing! 85% of teens said that the economy has affected 2. Dining Out! their spending habits; 3. Shoes! however, music ranks 6th 4. Electronics! on the list of items respondents gave up 5. Movies! 11% 19% since the recession. 67% 33% 6. Music! 7. Car! 8. Vacations! 9.Make-up/Beauty Supplies ! 10. Coffee Shops !
  43. 43. + Recession: Spending Diaries "Think before I spend. !Try and save money and not always buy things I don't need.” - Bryce, 14, California
  44. 44. Young adults tracked their financial habits for one week… 45%
  45. 45. GRAND TOTAL: Who: 19 Year-Old Female $ 393.38 From: Philadelphia, PA Occupation: Student Thursday Monday Breakfast: $4.70 Qdoba Chips: $2.66 Coffee & Snack: $2.88 School Supplies: $1.99 Fruit: $4.50 Snack: $1.09 Total: $12.08 Total: $5.74 Friday Tuesday School Supplies: $8 Snacks: $3.74 Lunch: $4 Coffee Filters: $2.99 Dinner & Wine: $14 Safety Deposit: $175 Total: $26 Electricity Bill: $115 Total: $296.73 Saturday Karaoke: $8 Wednesday Subway Tokens: $5 Lunch: $6 Printing: $4.50 Smoothie & Snack: $5.09 Dinner: $5 Netflix: $14 Total: $ 22.50 Total: $25.05 Sunday Starbucks: $5.70 Total: $5.70
  46. 46. Who: 19 Year-Old Male GRAND TOTAL: From: Chicago, IL $186 Occupation: Student Monday Friday Weed: $80 Weed: $10 Cigarettes: $8.50 Liquor Store: $13 Total: $88.50 Wendy’s: $5 Total: $28 Tuesday Hotel Room: $30 Saturday Total: $30 Noodles & Co.: $8 Total: $8 Wednesday N/A Sunday Total:$0 Cigarettes: $9 Total: $9 Thursday Cigarettes : $10.50 Liquor Store: $12 Total: $22.50
  47. 47. GRAND TOTAL: Who: 19 Year-Old Female From: Los Angels, CA $ 281.65 Occupation: Student Monday Friday Dinner: $21.61 Starbucks: $6.10 Gas: $15 Lunch: $10 Snacks: $5.90 Total: $16.10 Total: $42.51 Saturday Tuesday Car Wash: $11.67 Weed: $10 Gas: $15 Cigarettes: $5.21 Weed: $30 Total: $15.21 Perfume: $48 Popeyes: $14 Wednesday Manicure/Pedicure: $30 Lunch: $5.68 Total: $192.67 Total: $5.68 Sunday Thursday N/A Dinner: $9.48 Total: $0 Total: $9.48
  48. 48. GRAND TOTAL: Who: 19 Year-Old Male $ 1,659 From: Philadelphia Occupation: Photographer Monday Thursday Target: $77 Itunes: $3 Bar: $40 Whole Foods: $103 Pet Store: $31 Bar: $15 Whole Foods: $27 Gas: $18 Total: $121 Total: $193 Friday Club: $26 Tuesday Club: $18 Food: $31 Apple Store: $600 Total: $44 Hard Drive: $70 Total: $701 Saturday ATM: $200 Casino: $200 Wednesday Food & Drinks: $100 N/A Total: $500 Total: $0 Sunday Restaurant: $100 Total: $100
  49. 49. GRAND TOTAL: Who: 18 Year-Old Female $274.18 Location: New York City, NY Occupation: Student Monday Thursday: Accutane Prescription: $172.95 Groceries: 17.21 Greeting Cards: $11.80 Total: $17.21 Gum & Printer Ink: $35.29 CDs: $7.98 Friday Ethernet Cord: $11.50 N/A Total: $239.52 Total: $0 Tuesday Saturday Food: $6.55 Lunch: $4.90 Total: $6.55 Total: $4.90 Wednesday Sunday Jamba Juice: $2 N/A Cereal: $4 Total: $0 Total: $6
  50. 50. Spending Themes How teens spend their money... Alcohol & Spend, Spend, Places to go, Teens? Spend people to see 45% “Someone’s “I think I’m “No, I have the gotta pay the going to stay in bill” bills” tonight” [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
  51. 51. + The Blue Room
  52. 52. What is the Blue Room? !Research & marketing service !Dedicated panel of youth !Monthly trend reports !Dedicated back-end access
  53. 53. Service Standard Silver Gold Platinum •!Small •!Small •!Brands •!Ad agencies businesses agencies •!Mid-size •!Corporations •!Indie labels •!Media agencies •!Multi- •!Community companies segmented organizations businesses buzzSpotter® 20 members 50 members 100 members 250 + Panel size members bFocus/month 2 4 8 16 Global ! ! Polls/month 1 2 3 5 (500 responses) buzzReport ! ! ! !
  54. 54. Service Standard Silver Gold Platinum •!Small •!Small •!Brands •!Ad agencies businesses agencies •!Mid-size •!Corporations •!Indie labels •!Media agencies •!Multi- •!Community companies segmented organizations businesses Surveys/ 2 4 6 10 quarter (500-1000 responses) buzzStorms/ 1 2 3 5 quarter Consulting 2 4 6 10 hours/month buzzImmersio 1 2 3 5 ns/month Access to the " " " " Buzz Youth Institute (bYI)
  55. 55. Contact Us Tina Wells, CEO 856.346.3456 twells@buzzmg.com Buzz Marketing Group 1018 Laurel Oak Rd. Suite 1 Voorhees, NJ 08043 www.buzzmg.com

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