Table of Contents
Executive Summary
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- Snapshot of teens aged 12-17
- The consumer
- The majority of teens’ time spend sedentary
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- Figure 1: Top activities done on week days and weekend days, January-December 2014
- Teens watch TV with family members, don’t always give it their full attention
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- Figure 2: Teens’ most common TV companions, January-December 2014
- Teens use the internet to communicate, social media key to reaching them
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- Figure 3: Top websites visited in the past week, January-December 2014
- 75% carry cash, those with savings accounts have amassed a small fortune
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- Figure 4: How much money teens have in cash and in a bank/savings account, January-December 2014
- Teens most likely to shop as mass merchandisers, grocery stores
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- Figure 5: Top stores teens visit, January-December 2014
- Humor effective in reaching teens
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- Figure 6: What teens most like about their favorite commercials January-December 2014
- Teens’ favorite brands influenced by friends, parents
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- Figure 7: Attitudes toward favorite brands – Any agree, January-December 2014
- Teens tend to be accepting – even more so than kids
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- Figure 8: Attitudes toward diversity – Any agree, January-December 2014
- Half of teens worry about bullies
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- Figure 9: Top issues that concern teens, January-December 2014
- What we think
Issues and Insights
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- Teens are not quite adults, not quite children
- The issues
- The implications
- Some purchases require approval from both teens and parents
- The issues
- The implications
- Teens poised to be even more financially conservative than Millennials
- The issues
- The implications
Trend Application
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- Trend: Mood to Order
- Trend: Non-Standard Society
- Trend: Let’s Make a Deal
Snapshot of Teens
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- Key points
- Teens aged 12-17 projected to remain stable through 2020
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- Figure 10: Population <18, by age, 2010-20
- With each generation, America becomes increasingly diverse
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- Figure 11: Population of teens aged 12-17, by race or Hispanic origin, 2010-20
- Majority of teens live with both parents
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- Figure 12: Household relationship and living arrangements of teens, by age, 2013
- Kids versus teens – cell phones, social media, and the internet
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- Figure 13: Kid and teen cell/wireless phone ownership, by gender and by age, April 2013-June 2014
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- Figure 14: Teen devices used to access the internet – At home or other place, by gender and by age, April 2013-June 2014
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- Figure 15: Kid, teen internet/social media use, by gender and by age and by use of internet, April 2013-June 2014
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- Figure 16: Kid, teen time spent online each week – At home or other place, by gender and by age, April 2013-June 2014
Innovations and Innovators
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- Clothing and retail
- Yellowberry is for teens, by teens
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- Figure 17: “The Yellowberry Company” YouTube video, 2014
- H&M partners with Coachella for clothing line
- Nasty Gal goes offline
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- Figure 18: “Nasty Gal Melrose” YouTube video, 2015
- Activities and entertainment
- Nerf aims to keep teens interested with high power guns
- Carnival offers DJ classes for teens
- T.R.U.E. Fit takes on sedentary teens
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- Figure 19: “T.R.U.E. Fit Team training” YouTube video, 2015
- Miscellaneous
- Aquafina campaign offers teens the chance to explore their passions
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- Figure 20: “Aquafina Flavorsplash Commercial” YouTube, 2014
- Willa uses direct selling to reach teen girls
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- Figure 21: “Welcome to Willa” YouTube video, 2015
Marketing Strategies
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- Overview of the brand landscape
- Health, wellness, and safety
- FNV to give fruits and vegetables a teen-friendly rebranding
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- Figure 22: “Prepare to be marketed to” YouTube video, 2015
- American Legacy Foundation tells teens to ‘left swipe’ tobacco
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- Figure 23: “LEFT SWIPE DAT” YouTube video, 2015
- Campaigns warn teens of the dangers of distracted driving
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- Figure 24: “Manifesto – Texting while driving” YouTube video, 2014
- Sugar and spice – marketing to teen girls
- Kind Campaign combats girl-against-girl bullying
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- Figure 25: “We’re in this together” YouTube video, 2014
- Katy Perry and Claire’s caters to teens’ desire for versatility
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- Figure 26: Katy Perry for Claire’s “Prism,” “Wildflower,” and “Kitten” collections, 2014
- Stella McCartney and Adidas launch line for active (and stylish) girls
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- Figure 27: “Adidas StellaSport: For Action Girls” YouTube video, 2015
- Clean & Clear partners with transgender teen
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- Figure 28: “Jazz – Be Your True Self” YouTube video, 2015
- Snips and snails – marketing to teen boys
- Old Spice follows up ‘Momsong’ with ‘Dadsong’
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- Figure 29: “Dadsong” YouTube video, 2014
- Guitar Hero set for comeback tour
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- Figure 30: “Guitar Hero Live Reveal Trailer” YouTube video, 2015
- Mountain Dew targets teen boys with humor, pro skateboarder
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- Figure 31: “Come Alive” YouTube video, 2015
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- Figure 32: “Fireboard” YouTube video, 2015
Teens’ Activities
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- Key points
- Teens most likely to spend time on sedentary activities
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- Figure 33: Top 15 activities done on week days, by age and gender, January-December 2014
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- Figure 34: Top 15 activities done on weekend days, by age and gender, January-December 2014
- Female and higher-income teens most focused on education
- Teen girls more likely to use mobile apps
- Eight in 10 teens own a cell phone
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- Figure 35: Attitudes toward cell phones – Any agree, by gender and by age, April 2013-June 2014
- Teens do not always want to play the social butterfly
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- Figure 36: Attitudes toward leisure – Any agree, by gender and by age, April 2013-June 2014
Teens and Watching TV
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- Key points
- Watching TV is a family affair
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- Figure 37: Teens’ TV companions, by age and gender, January-December 2014
- How teens watch TV
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- Figure 38: How teens watch TV, by age and gender, January-December 2014
- Teens likely to eat, text, go online while watching TV
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- Figure 39: Activities done while watching TV, by age and gender, January-December 2014
- Advertising at movie theaters can boost awareness
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- Figure 40: Attitudes toward media – Any agree, by gender, April 2013-June 2014
Teens and the Internet
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- Key points
- Teens use internet for communication, information, and entertainment
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- Figure 41: Websites teens visited in the past week, by age and gender, January-December 2014
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- Figure 42: Teens’ use of social media platforms, September-March 16 2015
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- Figure 43: Adobe Marketing Cloud advertisement, “Woo Woo?,” 2014
- Teens spend eight hours online each week, most likely to access internet via laptop, cell phone
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- Figure 44: Hours teens spent online each week – At home or other place, by gender and by age, April 2013-June 2014
Teens and Money
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- Key points
- On average, teens carry $34 in cash
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- Figure 45: How much money teens have in cash, by age and gender, January-December 2014
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- Figure 46: Teens’ ATM/debit card and credit card ownership, by gender and by age, April 2013-June 2014
- On average, teens have $931 in a bank account
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- Figure 47: How much money teens have in a bank/savings account, by age and gender, January-December 2014
- The majority of teens do not have money in gift cards
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- Figure 48: How much money teens have in gift cards, by age and gender, January-December 2014
- Figure 49: How much money teens have in other places, by age and gender, January-December 2014
- Teens’ money given to them, not earned
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- Figure 50: Where teens’ money comes from, by age and gender, January-December 2014
- Teens averse to debt, want to be rich
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- Figure 51: Attitudes toward finance – Any agree, by gender and by age, April 2013-June 2014
Teens and Shopping
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- Key points
- Teens most likely to be saving for college, the future
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- Figure 52: What teens are saving for, by age and gender, January-December 2014
- Figure 53: What teens spend their money on, by gender and by age, April 2013-June 2014
- Teens most likely to visit mass merchandisers, grocery stores
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- Figure 54: Where teens shop, by age and gender, January-December 2014
- Drive me to the mall… or maybe to Starbucks instead
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- Figure 55: Teens who have visited the mall and mall companions, by gender and age, April 2013-June 2014
Targeting Teens
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- Key points
- Targeting teens
- Humor makes ads memorable for teens
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- Figure 56: “When you get caught bae watching” by Lele pons, March 2015
- Figure 57: “When you see school supplies” by Kaylen Walker, July 2014
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- Figure 58: “When your parents try to be cool” by Dem_White_Boyz, April 2015
- Figure 59: “How long it takes boys to send the right selfie vs. girls” Vine Stars# by Lele Pons, April 2015
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- Figure 60: “What REALLY should have happened...” by Lele Pons, February 2015
- Figure 61: Taylor Swift GIF, April 2015
- Multicultural teens more engaged
- Special delivery
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- Figure 62: Favorite commercials, by age and gender, January-December 2014
- Teens most influenced by discounts/special offers on social media
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- Figure 63: What teens want from their favorite brands/stores on social media, by age and gender, January-December 2014
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- Figure 64: Attitudes toward favorite brands – Any agree, by age and gender, January-December 2014
Teens’ Attitudes and Opinions
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- Key points
- Teens and acceptance – teens tend to be tolerant
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- Figure 65: “It Gets Better Promo,” YouTube video, 2013
- Teens’ in real life: an example of acceptance
- Teens and health – eating healthy not a number one priority
- Black teens are optimistic about the future
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- Figure 66: Attitudes toward life – Any agree, by age and gender, January-December 2014
- The internet makes bullies feel ever bigger
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- Figure 67: Issues that concern teens most, by age and gender, January-December 2014
Appendix – Other Useful Consumer Tables
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- Teens’ Activities
- On weekdays
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- Figure 68: Activities done on week days, by age and gender, January-December 2014
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- Figure 69: Activities done on week days, by household income, January-December 2014
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- Figure 70: Activities done on week days, by race/Hispanic origin, January-December 2014
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- Figure 71: Activities done on week days, by region, January-December 2014
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- Figure 72: Activities done on week days, by county size, January-December 2014
- On weekend days
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- Figure 73: Activities done on weekend days, by age and gender, January-December 2014
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- Figure 74: Activities done on weekend days, by household income, January-December 2014
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- Figure 75: Activities done on weekend days, by race/Hispanic origin, January-December 2014
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- Figure 76: Activities done on weekend days, by region, January-December 2014
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- Figure 77: Activities done on weekend days, by county size, January-December 2014
- Teens’ and watching TV
- Teens’ TV companions
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- Figure 78: Teens’ TV companions, by household income, January-December 2014
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- Figure 79: Teens’ TV companions, by race/Hispanic origin, January-December 2014
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- Figure 80: Teens’ TV companions, by region, January-December 2014
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- Figure 81: Teens’ TV companions, by county size, January-December 2014
- How teens watch TV
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- Figure 82: How teens watch TV, by household income, January-December 2014
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- Figure 83: How teens watch TV, by race/Hispanic origin, January-December 2014
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- Figure 84: How teens watch TV, by region, January-December 2014
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- Figure 85: How teens watch TV, by county size, January-December 2014
- Activities done while watching TV
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- Figure 86: Activities done while watching TV, by household income, January-December 2014
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- Figure 87: Activities done while watching TV, by race/Hispanic origin, January-December 2014
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- Figure 88: Activities done while watching TV, by region, January-December 2014
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- Figure 89: Activities done while watching TV, by county size, January-December 2014
- Teens’ and the Internet
- Websites visited in the past week
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- Figure 90: Websites visited in the past week, by household income, January-December 2014
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- Figure 91: Websites visited in the past week, by race/Hispanic origin, January-December 2014
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- Figure 92: Websites visited in the past week, by region, January-December 2014
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- Figure 93: Websites visited in the past week, by county size, January-December 2014
- Teens and Money
- How much money teens have in cash
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- Figure 94: How much money teens have in cash, by household income, January-December 2014
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- Figure 95: How much money teens have in cash, by race/Hispanic origin, January-December 2014
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- Figure 97: How much money teens have in cash, by county size, January-December 2014
- How much money teens have bank/savings accounts
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- Figure 98: How much money teens have in a bank/savings account, by household income, January-December 2014
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- Figure 99: How much money teens have in a bank/savings account, by race/Hispanic origin, January-December 2014
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- Figure 100: How much money teens have in a bank/savings account, by region, January-December 2014
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- Figure 101: How much money teens have in a bank/savings account, by county size, January-December 2014
- How much money teens have in gift cards
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- Figure 103: How much money teens have in gift cards, by race/Hispanic origin, January-December 2014
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- Figure 104: How much money teens have in gift cards, by region, January-December 2014
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- Figure 105: How much money teens have in gift cards, by country size, January-December 2014
- How much money teens have in other places
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- Figure 106: How much money teens have in other places, by household income, January-December 2014
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- Figure 107: How much money teens have in other places, by race/Hispanic origin, January-December 2014
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- Figure 108: How much money teens have in other places, by region, January-December 2014
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- Figure 109: How much money teens have in other places, by county size, January-December 2014
- Where teens’ money comes from
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- Figure 110: Where teens’ money comes from, by household income, January-December 2014
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- Figure 111: Where teens’ money comes from, by race/Hispanic origin, January-December 2014
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- Figure 112: Where teens’ money comes from, by region, January-December 2014
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- Figure 113: Where teens’ money comes from, by county size, January-December 2014
- Teens and Shopping
- What teens are saving for
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- Figure 114: What teens are saving for, by household income, January-December 2014
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- Figure 115: What teens are saving for, by race/Hispanic origin, January-December 2014
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- Figure 116: What teens are saving for, by region, January-December 2014
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- Figure 117: What teens are saving for, by county size, January-December 2014
- Where teens shop
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- Figure 118: Where teens shop, by household income, January-December 2014
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- Figure 119: Where teens shop, by race/Hispanic origin, January-December 2014
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- Figure 120: Where teens shop, by region, January-December 2014
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- Figure 121: Where teens shop, by county size, January-December 2014
- Targeting Teens
- Favorite commercial
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- Figure 122: Favorite commercial, by household income, January-December 2014
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- Figure 123: Favorite commercial, by race/Hispanic origin, January-December 2014
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- Figure 124: Favorite commercial, by region, January-December 2014
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- Figure 125: Favorite commercial, by county size, January-December 2014
- What teens want from their favorite brands/stores on social media
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- Figure 126: What teens want from their favorite brands/stores on social media, by household income, January-December 2014
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- Figure 127: What teens want from their favorite brands/stores on social media, by race/Hispanic origin, January-December2014
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- Figure 128: What teens want from their favorite brands/stores on social media, by region, January-December 2014
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- Figure 129: What teens want from their favorite brands/stores on social media, by county size, January-December 2014
- Attitudes towards favorite brands
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- Figure 130: Attitudes toward favorite brands – Any agree, by household income, January-December 2014
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- Figure 131: Attitudes toward favorite brands – Any agree, by race/Hispanic origin, January-December 2014
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- Figure 132: Attitudes toward favorite brands – Any agree, by region, January-December 2014
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- Figure 133: Attitudes toward favorite brands – Any agree, by county size, January-December 2014
- Teens’ attitudes and opinions
- Attitudes toward life
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- Figure 134: Attitudes toward life – Any agree, by household income, January-December 2014
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- Figure 135: Attitudes toward life – Any agree, by race/Hispanic origin, January-December 2014
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- Figure 136: Attitudes toward life – Any agree, by region, January-December 2014
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- Figure 137: Attitudes toward life – Any agree, by county size, January-December 2014
- Issues that concern teens most
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- Figure 138: Issues that concern teens most, by household income, January-December 2014
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- Figure 139: Issues that concern teens most, by race/Hispanic origin, January-December 2014
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- Figure 140: Issues that concern teens most, by region, January-December 2014
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- Figure 141: Issues that concern teens most, by county size, January-December 2014
- Experian Marketing Services Tables
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- Figure 142: Teens’ cell/wireless phone ownership, by gender and by age, April 2013-June 2014
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- Figure 143: Kids’ cell/wireless phone ownership, by gender and by age, April 2013-June 2014
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- Figure 144: TV channels watched, by gender, April 2013-June 2014
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- Figure 145: Types of media followed on social media, by gender and by age, April 2013-June 2014
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- Figure 146: Frequency of social media use, by gender and by age, April 2013-June 2014
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- Figure 147: Number of unique websites visited each week, by gender and by age, April 2013-June 2014
Appendix – Trade Associations
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- Advertising Research Foundation (ARF)
- American Advertising Federation (AAF)
- American Association of Advertising Agencies (4A’s)
- American Marketing Association (AMA)
- Association of National Advertisers (ANA)
- Digital Media Association (DiMA)
- Generations United
- Interactive Advertising Bureau (IAB)
- International Advertising Association (IAA)
- World Federation of Advertisers (WFA)
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