Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Demographics and market drivers
- Strong growth is projected for the number of teenagers
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- Figure 1: Total U.S. population, by age, 2012-17
- Teens are a heterogeneous group
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- Figure 2: Change in numbers of teens (12-17) by race/Hispanic origin, 2012-17
- High unemployment rate among teenagers
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- Figure 3: Unemployment rate of the U.S. and 16-19 years olds, 1980 – Oct. 2012
- Earning, spending, and saving
- Teens’ source of money and earning power
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- Figure 4: Amount of money received weekly, by primary source of spending money, June 2012
- Teens’ spending share down from 2011-12
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- Figure 5: Share of teen income saved or spent, May 2011 and June 2012
- Snacks, entertainment, toys top teens’ weekly spending
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- Figure 6: Top teen spending categories, by gender, 2011
- Teens’ desire "to be rich” seems to place a greater importance on saving
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- Figure 7: Teens’ attitudes toward money and finances, by age, October 2010-November 2011
- Teens and media
- TV still a powerful instrument in marketing to teens
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- Figure 8: Time teens’ spent viewing TV, on last school day/ last weekend day, by age and gender, 2011
- Teens a “wired” generation with a high incidence of computer use
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- Figure 9: Frequency of teens’ computer use, by age, 2011
- Teens are distracted audiences with high incidence of media multitasking
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- Figure 10: Incidence of engaging in other media while watching TV and while on a computer visiting websites, October 2010- November 2011
- The power of word-of-mouth influence on social media
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- Figure 11: Teen activities on Facebook or MySpace, 2011
- Relationship with brands
- Teens favorite brands orientate to clothing/apparel and electronics
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- Figure 12: Teens favorite brands and category groups, by age and gender, 2012
- TV and social media advertising is a big part of teens’ favorite brand characteristics
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- Figure 13: Characteristics of a favorite brand, 2012
- Teens’ attitudes about self and others
- High value of being fun, nice, and smart
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- Figure 14: Teens' attitudes toward other people's perception of them, June 2012
- Teens’ self-described attributes
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- Figure 15: Teens self-described attributes, by age and gender, June 2012
- What we think
Issues in the Market
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- What can marketers do to capture this distracted audience’s attention?
- What are the challenges in encouraging teens to limit their screen time?
- Addressing social concerns…
- Pervasiveness of teens' obesity and its effect on marketing
- What can companies do to reduce or prevent bullying?
Insights and Opportunities
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- Helping address adolescent obesity
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- Figure 16: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Screen overdose—limiting exposure to digital media
- Leveraging social responsibility
- Gamification and its potential
- Addressing Cyber Bullying
Trend Application
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- Trend: Moral Brands
- Trend: Premiumization and Indulgence
- Inspire 2015 Trends
- Brand Intervention
Demographic Trends
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- Key points
- Growth in numbers of teens broadly in line with total population
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- Figure 17: Total U.S. population, by age, 2007-17
- A multicultural generation calls for distinctive marketing outreach
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- Figure 18: U.S Population of teens aged 12-17, by race/Hispanic origin, 2007-17
- Hispanic households are twice as likely as non-Hispanic to have teens
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- Figure 19: Presence and age of children in household by, by Hispanic origin of householder, 2011
- Figure 20: Presence and age of children in household by, by race of householder, 2011
Market Drivers
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- Key points
- Childhood obesity is leveling off but still showing an alarming rate
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- Figure 21: Prevalence of obesity among children and adolescents aged 2-19, for selected years 1971-2010
- Adolescent obesity
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- Figure 22: Percentage of obesity among high school students, by state, for selected year 2003 and 2011
- Teenage boys are more obese than girls
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- Figure 23: Prevalence of child obesity, by gender, 2009-10
- Drop in adult unemployment level alleviates teen spending, teen labor force hampered by a slow economic recovery
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- Figure 24: Unemployment 16-19 year olds vs. 16+, 2000- 2012
- Median household income continues to fall
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- Figure 25: Median household income, in inflation-adjusted dollars, 2001-11
- Median income highest among Asian households, declining for all
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- Figure 26: Median household income in inflation-adjusted dollars, by race/Hispanic origin, 2001-11
- Figure 27: Index of median household income in inflation-adjusted dollars, by race/Hispanic origin, 2001-11
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- Figure 28: Median household income by race and Hispanic origin of householder, 2011
Innovations and Innovators
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- Teens’ finance and money management: BillMyParents
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- Figure 29: BillMyParents, 2012
- Teens’ finance and money management: Virtual Piggy
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- Figure 30: Virtual Piggy, 2012
- Cyber bullying app prevention
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- Figure 31: Mobicip App, 2012
- Promoting safe driving—no texting!
Marketing Strategies for Reaching Teens
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- Brand reviews
- Apple
- Nike
- ABC Family Channel
- Key marketing strategies
- Strategy: Leveraging the universal love of humor and animals
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- Figure 32: Doritos, “Bribing The Man,” February 2012
- Strategy: Be a good citizen
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- Figure 33: Neutrogena, “Wave for Change,” August 2012
- Strategy: Targeting young audiences through reality music talent show
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- Figure 34: Verizon X Factor App, “What A Show Off,” September 2012
- Strategy: Empowering teenagers to stop cyber bullying through viral marketing
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- Figure 35: P&G Secret, “Mean Stinks,” Jun e 2011
- Strategy: Still building brands through celebrity endorsements
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- Figure 36: Someday By Justin Bieber, “Yours Forever,” December 2011
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- Figure 37: CoverGirl Blast Flipstick ad with Taylor Swift, November 2012
- Figure 38: Nintendo 3DS ad “I’m not a gamer”, November 2012
- Strategy: Product placements through reality TV shows
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- Figure 39: Coca Cola product placements with FOX’s American Idol, 2011
Teens’ Sources of Money
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- Key points
- Older teens, particularly boys, receive more pocket money
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- Figure 40: Amount of spending money received weekly by teens, by age and gender, June 2012
- Parents’ generosity hinge on teens’ earning capacity
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- Figure 41: Primary sources of teens’ spending money, by age and gender, June 2012
- Older teens, especially boys, earn money from a paying job
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- Figure 42: Primary source of teens’ spending money, by boys and girls aged 12-14 and 15-17, June 2012
- Higher teen earners are those with jobs
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- Figure 43: Amount of money teens receive weekly, by primary source of spending money, June 2012
Weekly Spending vs. Saving
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- Key points
- Teens are spenders, but savings on the rise
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- Figure 44: Share of money teens’ receive that is saved vs. spent per week, by age and gender, May 2011 and June 2012
- Younger teens—bountiful in spending; older teens—value spenders
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- Figure 45: Amount of money teens spend per week, by age and gender, June 2012
- Teens’ attitudes toward money and finances
- Older teens desire smart money management; the young aren’t so particular
- Strong aspiration to be rich
- Teens and credit cards
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- Figure 46: Teens’ attitudes toward money and finances, by age and gender, October 2010-November 2011
Spending Habits and Gift Preferences
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- Key points
- Food, beverages, and entertainment command teens’ pocket money
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- Figure 47: Products and services teens spent money on in past week, by age and gender, 2011
- Teen boys’ and girls’ spending habits differ by age
- Older boys/girls devote the majority of spending money on eating out
- Favorable snack spending habits
- Beauty purchasing habits start at home
- Teen girls are fashion spenders
- Movie enthusiasts, video gaming, music, and books
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- Figure 48: Products and services teens spent money on in past week, by boys and girls aged 12-14 and 15-17, 2011
- Teens’ most wanted gift list
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- Figure 49: Gifts teens would most like to receive, by age and gender, June 2012
TV Viewing Attitudes and Behaviors
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- Key points
- TV dominates teens’ leisure time
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- Figure 50: Time spent viewing TV, on last school day/ last weekend day, by boys and girls aged 12-14 and 15-17, 2011
- Teens’ mostly watched talent TV shows
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- Figure 51: Talent show competitions watched, by boys and girls aged 12-14 and 15-17, 2012
- Teenage boys perceive an increase in popularity for top TV networks
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- Figure 52: Perception of TV channels becoming more and less popular, by age and gender, 2011
- Teens’ attitudes toward TV
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- Figure 53: Teens’ attitudes toward TV, by age and gender, October 2010-November 2011
- Multitasking while watching TV
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- Figure 54: Teens’ incidence of engaging in other media while watching TV, by age and gender, October 2010- November 2011
Media Usage for News and Information, Attitudes to Newspapers
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- Key points
- TV, internet, and radio are essential advertising channels for teens
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- Figure 55: Teens’ use of select media types for news and information, by age and gender, 2011
- Teens want age-appropriate newspapers
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- Figure 56: Teens’ attitudes toward newspapers, by age and gender, October 2010-November 2011
Teens’ Relationships with Computers and Technology
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- Key points
- Laptops are most prevalent; Desktops are most accessible
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- Figure 57: Teen ownership and access to laptop, desktop and tablet computers, by age and gender, June 2012
- Traditional laptop/notebook—the most commonly owned
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- Figure 58: Types of laptop, desktop and tablet computers teens own or have access to, by age and gender, June 2012
- Besides schoolwork, teens use computers for music and games
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- Figure 59: What teens use their computers for, by boys and girls aged 12-17 and 15-17, October 2010 – November 2011
- Generation of computer natives
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- Figure 60: Frequency of teen computer use, by age and gender, 2011
- Teens’ most visited websites
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- Figure 61: Types of websites visited by teens in the past week, by age and gender, 2011
- Teens’ favorite websites
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- Figure 62: Teens’ favorite websites, by age and gender, 2011
- ‘Texting’ citizens
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- Figure 63: Teens’ attitudes toward technology, by age and gender, June 2012
- What multitasking activities do teens do while online?
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- Figure 64: Incidence of teens engaging in other media while on a computer, by age and gender, October 2010- November 2011
Wireless Phones, Social Media, and Multitasking
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- Key points
- Cell phones well entrenched in teens’ lives
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- Figure 65: Teen cell/wireless phone ownership, by age and gender, October 2010-November 2011
- Facebook dominates teens’ social profiles
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- Figure 66: Social networks on which teens have a profile, by age and gender, 2011
- Teens’ connections on Facebook and MySpace
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- Figure 67: Number of connections teens have on MySpace and Facebook, by age and gender, 2011
- Word-of-mouth influence on social media
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- Figure 68: Teen activities on Facebook or MySpace, by age and gender, 2011
Brand Insights and Awareness
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- Key points
- Teens’ favorite brands
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- Figure 69: Teens’ favorite brands and category groups, by boys and girls aged 12-14 and 15-17, 2012
- Characteristics of teens’ favorite brands
- TV and social media marketing campaigns
- Driven by social responsibility
- Access to a brick-and-mortar retail space
- Aligned with their ‘cool’ and ‘smart’ aspirations
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- Figure 70: Characteristics of teens’ favorite brand, by age and gender, 2012
Impact of Advertising and Favorite Commercials Brand Insights and Awareness
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- Key points
- Teens’ reactions and receptions to advertising
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- Figure 71: Teens’ attitudes toward product and service advertisers, by age and gender, June 2012
- TV advertisements attract teens’ attention, especially among the young
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- Figure 72: Teen attitudes toward TV advertisements, by age and gender, October 2010-November 2011
- Food and snacks named as teens’ favorite commercials/advertisements
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- Figure 73: Teens’ favorite commercials or advertisements, by boys and girls aged 12-14 and 15-17, 2012
- Teens’ approving responses to slapstick commercials
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- Figure 74: Teens’ reasons to favor certain commercials, by age and gender, 2012
Attitudes of the Future, Self, School, and Family
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- Key points
- Leveraging teens’ perspectives on the world
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- Figure 75: Teens’ perceptions of the future, by age and gender, 2011
- Teens’ attitudes toward other people’s perception of them
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- Figure 76: Teens' attitudes toward other people's perception of them, by boys and girls aged 12-14 and 15-17, June 2012
- Teens’ self-described attributes
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- Figure 77: Teens’ perceptions of themselves, by age and gender, June 2012
- Teens’ attitudes toward family
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- Figure 78: Teens’ attitudes toward family, by age and gender, October 2010-November 2011
- Teens’ leisure activities and hobbies
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- Figure 79: Teens’ past 12 month participations in leisure activities and hobbies, by age and gender, October 2010-November 2011
Impact of Race and Hispanic Origin
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- Key points
- Hispanic and black teenagers spend on a variety of items
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- Figure 80: Teen weekly spending habits, by race/Hispanic origin, 2011
- Hispanic and black teenagers less likely to save
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- Figure 81: Teens’ attitudes toward money and finances, by race/Hispanic origin, October 2010-November 2011
- Black teenagers spent the most time in watching TV
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- Figure 82: Time spent viewing TV, on last school day/ last weekend day, by race/Hispanic origin, 2011
- Black teenagers are the multitasking powerhouses
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- Figure 83: Teens’ incidence of engaging in other media while watching TV, by race/Hispanics origin, October 2010-November 2011
Cluster Analysis
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- Figure 84: Target clusters, June 2012
- Cluster 1: Status driven
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Technology enthusiasts
- Demographics
- Characteristics
- Cluster 3: Economical highfliers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 85: Target clusters, June 2012
- Figure 86: Primary source of teens’ spending money, by target clusters, June 2012
- Figure 87: Amount of money teens receive weekly, by target clusters, June 2012
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- Figure 88: Amount of money teens spend per week, by target clusters, June 2012
- Figure 89: Amount of money teens saved per week, by target clusters, June 2012
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- Figure 90: Teen ownership and access to a phone, laptop, desktop and tablet computers, by target clusters, June 2012
- Figure 91: Teens' attitudes toward technology, by target clusters, June 2012
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- Figure 92: Teens' attitudes toward product and service advertisers, by target clusters, June 2012
- Figure 93: Gifts teens would most like to receive, by target clusters, June 2012
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- Figure 94: Teens' attitudes toward other people's perception of them, by target clusters, June 2012
- Figure 95: Teens’ perceptions of themselves, by target clusters, June 2012
- Cluster demographic tables
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- Figure 96: Target clusters, by demographic, June 2012
- Cluster methodology
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Appendix—Other Useful Consumer Tables
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- Figure 97: Teens’ primary source of spending money, by region, June 2012
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- Figure 98: Amount of money teens receive weekly, by region, June 2012
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- Figure 99: Amount of money teens spend per week, by region, June 2012
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- Figure 100: Teens’ attitudes toward money and finances, by boys and girls aged 12-14 and 15-17, October 2010-November 2011
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- Figure 101: Products and services teens spent money on in past week, by household income, 2011
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- Figure 102: Teens’ time spent viewing TV, on last school day/ last weekend day, by household income, 2011
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- Figure 103: Talent show competitions watched by teens, by region, 2012
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- Figure 104: Teens’ incidence of engaging in other media while watching TV, by age and gender, October 2010- November 2011
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- Figure 105: Activities on Facebook or MySpace, by boys and girls aged 12-14 and 15-17, 2011
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- Figure 106: Teens' attitudes toward product and service advertisers, by boys and girls aged 12-14 and 15-17, June 2012
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- Figure 107: Teens' attitudes toward product and service advertisers, by region, June 2012
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- Figure 108: Attitudes toward TV, by boys and girls aged 12-14 and 15-17, October 2010-November 2011
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- Figure 109: Teens’ attitudes toward other people's perception of them, by age and gender, June 2012
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- Figure 110: Teens’ perceptions of themselves, by region, June 2012
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- Figure 111: Teens’ perceptions of themselves, by gender and age, June 2012
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