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Marketing to Teens - US - May 2015

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Snapshot of teens aged 12-17
The consumer
The majority of teens’ time spend sedentary
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
Figure 2: Teens’ most common TV companions, January-December 2014
Teens use the internet to communicate, social media key to reaching them
Figure 3: Top websites visited in the past week, January-December 2014
75% carry cash, those with savings accounts have amassed a small fortune
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
Figure 5: Top stores teens visit, January-December 2014
Humor effective in reaching teens
Figure 6: What teens most like about their favorite commercials January-December 2014
Teens’ favorite brands influenced by friends, parents
Figure 7: Attitudes toward favorite brands – Any agree, January-December 2014
Teens tend to be accepting – even more so than kids
Figure 8: Attitudes toward diversity – Any agree, January-December 2014
Half of teens worry about bullies
Figure 9: Top issues that concern teens, January-December 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Mood to Order
Trend: Non-Standard Society
Trend: Let’s Make a Deal
SNAPSHOT OF TEENS
Key points
Teens aged 12-17 projected to remain stable through 2020
Figure 10: Population <18, by age, 2010-20
With each generation, America becomes increasingly diverse
Figure 11: Population of teens aged 12-17, by race or Hispanic origin, 2010-20
Majority of teens live with both parents
Figure 12: Household relationship and living arrangements of teens, by age, 2013
Kids versus teens – cell phones, social media, and the internet
Figure 13: Kid and teen cell/wireless phone ownership, by gender and by age, April 2013-June 2014
Figure 14: Teen devices used to access the internet – At home or other place, by gender and by age, April 2013-June 2014
Figure 15: Kid, teen internet/social media use, by gender and by age and by use of internet, April 2013-June 2014
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
Clothing and retail
Yellowberry is for teens, by teens
Figure 17: “The Yellowberry Company” YouTube video, 2014
H&M partners with Coachella for clothing line
Nasty Gal goes offline
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
Figure 19: “T.R.U.E. Fit Team training” YouTube video, 2015
Miscellaneous
Aquafina campaign offers teens the chance to explore their passions
Figure 20: “Aquafina Flavorsplash Commercial” YouTube, 2014
Willa uses direct selling to reach teen girls
Figure 21: “Welcome to Willa” YouTube video, 2015
MARKETING STRATEGIES
Overview of the brand landscape
Health, wellness, and safety
FNV to give fruits and vegetables a teen-friendly rebranding
Figure 22: “Prepare to be marketed to” YouTube video, 2015
American Legacy Foundation tells teens to ‘left swipe’ tobacco
Figure 23: “LEFT SWIPE DAT” YouTube video, 2015
Campaigns warn teens of the dangers of distracted driving
Figure 24: “Manifesto – Texting while driving” YouTube video, 2014
Sugar and spice – marketing to teen girls
Kind Campaign combats girl-against-girl bullying
Figure 25: “We’re in this together” YouTube video, 2014
Katy Perry and Claire’s caters to teens’ desire for versatility
Figure 26: Katy Perry for Claire’s “Prism,” “Wildflower,” and “Kitten” collections, 2014
Stella McCartney and Adidas launch line for active (and stylish) girls
Figure 27: “Adidas StellaSport: For Action Girls” YouTube video, 2015
Clean & Clear partners with transgender teen
Figure 28: “Jazz – Be Your True Self” YouTube video, 2015
Snips and snails – marketing to teen boys
Old Spice follows up ‘Momsong’ with ‘Dadsong’
Figure 29: “Dadsong” YouTube video, 2014
Guitar Hero set for comeback tour
Figure 30: “Guitar Hero Live Reveal Trailer” YouTube video, 2015
Mountain Dew targets teen boys with humor, pro skateboarder
Figure 31: “Come Alive” YouTube video, 2015
Figure 32: “Fireboard” YouTube video, 2015
TEENS’ ACTIVITIES
Key points
Teens most likely to spend time on sedentary activities
Figure 33: Top 15 activities done on week days, by age and gender, January-December 2014
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
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
Figure 36: Attitudes toward leisure – Any agree, by gender and by age, April 2013-June 2014
TEENS AND WATCHING TV
Key points
Watching TV is a family affair
Figure 37: Teens’ TV companions, by age and gender, January-December 2014
How teens watch TV
Figure 38: How teens watch TV, by age and gender, January-December 2014
Teens likely to eat, text, go online while watching TV
Figure 39: Activities done while watching TV, by age and gender, January-December 2014
Advertising at movie theaters can boost awareness
Figure 40: Attitudes toward media – Any agree, by gender, April 2013-June 2014
TEENS AND THE INTERNET
Key points
Teens use internet for communication, information, and entertainment
Figure 41: Websites teens visited in the past week, by age and gender, January-December 2014
Figure 42: Teens’ use of social media platforms, September-March 16 2015
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
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
Key points
On average, teens carry $34 in cash
Figure 45: How much money teens have in cash, by age and gender, January-December 2014
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
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
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
Figure 50: Where teens’ money comes from, by age and gender, January-December 2014
Teens averse to debt, want to be rich
Figure 51: Attitudes toward finance – Any agree, by gender and by age, April 2013-June 2014
TEENS AND SHOPPING
Key points
Teens most likely to be saving for college, the future
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
Figure 54: Where teens shop, by age and gender, January-December 2014
Drive me to the mall… or maybe to Starbucks instead
Figure 55: Teens who have visited the mall and mall companions, by gender and age, April 2013-June 2014
TARGETING TEENS
Key points
Targeting teens
Humor makes ads memorable for teens
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
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
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
Figure 62: Favorite commercials, by age and gender, January-December 2014
Teens most influenced by discounts/special offers on social media
Figure 63: What teens want from their favorite brands/stores on social media, by age and gender, January-December 2014
Figure 64: Attitudes toward favorite brands – Any agree, by age and gender, January-December 2014
TEENS’ ATTITUDES AND OPINIONS
Key points
Teens and acceptance – teens tend to be tolerant
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
Figure 66: Attitudes toward life – Any agree, by age and gender, January-December 2014
The internet makes bullies feel ever bigger
Figure 67: Issues that concern teens most, by age and gender, January-December 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Teens’ Activities
On weekdays
Figure 68: Activities done on week days, by age and gender, January-December 2014
Figure 69: Activities done on week days, by household income, January-December 2014
Figure 70: Activities done on week days, by race/Hispanic origin, January-December 2014
Figure 71: Activities done on week days, by region, January-December 2014
Figure 72: Activities done on week days, by county size, January-December 2014
On weekend days
Figure 73: Activities done on weekend days, by age and gender, January-December 2014
Figure 74: Activities done on weekend days, by household income, January-December 2014
Figure 75: Activities done on weekend days, by race/Hispanic origin, January-December 2014
Figure 76: Activities done on weekend days, by region, January-December 2014
Figure 77: Activities done on weekend days, by county size, January-December 2014
Teens’ and watching TV
Teens’ TV companions
Figure 78: Teens’ TV companions, by household income, January-December 2014
Figure 79: Teens’ TV companions, by race/Hispanic origin, January-December 2014
Figure 80: Teens’ TV companions, by region, January-December 2014
Figure 81: Teens’ TV companions, by county size, January-December 2014
How teens watch TV
Figure 82: How teens watch TV, by household income, January-December 2014
Figure 83: How teens watch TV, by race/Hispanic origin, January-December 2014
Figure 84: How teens watch TV, by region, January-December 2014
Figure 85: How teens watch TV, by county size, January-December 2014
Activities done while watching TV
Figure 86: Activities done while watching TV, by household income, January-December 2014
Figure 87: Activities done while watching TV, by race/Hispanic origin, January-December 2014
Figure 88: Activities done while watching TV, by region, January-December 2014
Figure 89: Activities done while watching TV, by county size, January-December 2014
Teens’ and the Internet
Websites visited in the past week
Figure 90: Websites visited in the past week, by household income, January-December 2014
Figure 91: Websites visited in the past week, by race/Hispanic origin, January-December 2014
Figure 92: Websites visited in the past week, by region, January-December 2014
Figure 93: Websites visited in the past week, by county size, January-December 2014
Teens and Money
How much money teens have in cash
Figure 94: How much money teens have in cash, by household income, January-December 2014
Figure 95: How much money teens have in cash, by race/Hispanic origin, January-December 2014
Figure 97: How much money teens have in cash, by county size, January-December 2014
How much money teens have bank/savings accounts
Figure 98: How much money teens have in a bank/savings account, by household income, January-December 2014
Figure 99: How much money teens have in a bank/savings account, by race/Hispanic origin, January-December 2014
Figure 100: How much money teens have in a bank/savings account, by region, January-December 2014
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
Figure 103: How much money teens have in gift cards, by race/Hispanic origin, January-December 2014
Figure 104: How much money teens have in gift cards, by region, January-December 2014
Figure 105: How much money teens have in gift cards, by country size, January-December 2014
How much money teens have in other places
Figure 106: How much money teens have in other places, by household income, January-December 2014
Figure 107: How much money teens have in other places, by race/Hispanic origin, January-December 2014
Figure 108: How much money teens have in other places, by region, January-December 2014
Figure 109: How much money teens have in other places, by county size, January-December 2014
Where teens’ money comes from
Figure 110: Where teens’ money comes from, by household income, January-December 2014
Figure 111: Where teens’ money comes from, by race/Hispanic origin, January-December 2014
Figure 112: Where teens’ money comes from, by region, January-December 2014
Figure 113: Where teens’ money comes from, by county size, January-December 2014
Teens and Shopping
What teens are saving for
Figure 114: What teens are saving for, by household income, January-December 2014
Figure 115: What teens are saving for, by race/Hispanic origin, January-December 2014
Figure 116: What teens are saving for, by region, January-December 2014
Figure 117: What teens are saving for, by county size, January-December 2014
Where teens shop
Figure 118: Where teens shop, by household income, January-December 2014
Figure 119: Where teens shop, by race/Hispanic origin, January-December 2014
Figure 120: Where teens shop, by region, January-December 2014
Figure 121: Where teens shop, by county size, January-December 2014
Targeting Teens
Favorite commercial
Figure 122: Favorite commercial, by household income, January-December 2014
Figure 123: Favorite commercial, by race/Hispanic origin, January-December 2014
Figure 124: Favorite commercial, by region, January-December 2014
Figure 125: Favorite commercial, by county size, January-December 2014
What teens want from their favorite brands/stores on social media
Figure 126: What teens want from their favorite brands/stores on social media, by household income, January-December 2014
Figure 127: What teens want from their favorite brands/stores on social media, by race/Hispanic origin, January-December2014
Figure 128: What teens want from their favorite brands/stores on social media, by region, January-December 2014
Figure 129: What teens want from their favorite brands/stores on social media, by county size, January-December 2014
Attitudes towards favorite brands
Figure 130: Attitudes toward favorite brands – Any agree, by household income, January-December 2014
Figure 131: Attitudes toward favorite brands – Any agree, by race/Hispanic origin, January-December 2014
Figure 132: Attitudes toward favorite brands – Any agree, by region, January-December 2014
Figure 133: Attitudes toward favorite brands – Any agree, by county size, January-December 2014
Teens’ attitudes and opinions
Attitudes toward life
Figure 134: Attitudes toward life – Any agree, by household income, January-December 2014
Figure 135: Attitudes toward life – Any agree, by race/Hispanic origin, January-December 2014
Figure 136: Attitudes toward life – Any agree, by region, January-December 2014
Figure 137: Attitudes toward life – Any agree, by county size, January-December 2014
Issues that concern teens most
Figure 138: Issues that concern teens most, by household income, January-December 2014
Figure 139: Issues that concern teens most, by race/Hispanic origin, January-December 2014
Figure 140: Issues that concern teens most, by region, January-December 2014
Figure 141: Issues that concern teens most, by county size, January-December 2014
Experian Marketing Services Tables
Figure 142: Teens’ cell/wireless phone ownership, by gender and by age, April 2013-June 2014
Figure 143: Kids’ cell/wireless phone ownership, by gender and by age, April 2013-June 2014
Figure 144: TV channels watched, by gender, April 2013-June 2014
Figure 145: Types of media followed on social media, by gender and by age, April 2013-June 2014
Figure 146: Frequency of social media use, by gender and by age, April 2013-June 2014
Figure 147: Number of unique websites visited each week, by gender and by age, April 2013-June 2014
APPENDIX – TRADE ASSOCIATIONS
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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