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Teen Trends presentation
- 1. Understanding Teens Building a Relationship Connecting and Relating
- 3. “ Helping make the world a better place and doing things for others is very important to me” 45 % HIGHER 62 %
- 4. “ I cannot talk openly and with my parents about serious issues such as drugs, sex and drinking.” 37 % 18 % LOWER
- 5. “ What percentage of teens use the internet regularly?” 92 % 99 % HIGHER
- 6. Methodology QUANTITATIVE The TRU Study QUALITATIVE Custom Research / Trendwatch ® SECONDARY SOURCES
- 7. Consumers Media Life Perspectives Bonus Material
- 8. Consumers Media Life Perspectives Bonus Material
- 9. Consumers Media Life Perspectives Bonus Material
- 10. Consumers Media Life Perspectives Bonus Material
- 11. Consumers Media Life Perspectives Bonus Material
- 12. Consumers Media Life Perspectives Bonus Material
- 13. Biggest Everyday Complaints TEENS (2000) TEENS (2010) 31% Stress 30% Not enough money 29% Not enough time in the day 25% Not enough sleep 21% School 12% Parents 50% Not enough money 29% School 26% Not enough time in the day 20% Stress 19% Not enough sleep 13% Too many rules
- 14. Weekly Spending Fall 09 Spring 10 $48 $41 TEENS TWENTIES Spring 11 $50 Fall 09 Spring 10 $174 $186
- 15. Basically, I feel… Sebastian of “NYC Prep”/Bravo 82% 25% “ It’s fashionable to be a smart shopper.” “ It’s important to have clothes or other products with a particular brand name.”
- 16. CONSPICUOUS REDUCTION I WANT CREDIT FOR MY SACRIFICE! WE’RE LIVING IN A UNIQUE TIME. LET’S BOND!
- 17. “ While people with lower incomes have disproportionately sought out high-end brands for at least the last 18 years, they've recently been turning away from them.” July 22, 2009 Urban youths’ focus on high-end designer clothing appearing to wane Marshal Cohen Chief retail industry analyst, NPD Group
- 20. Consumers Media Life Perspectives Bonus Material
- 21. Smartphone Update 2009 - 2010 OWN SMARTPHONE PLAN TO BUY SMARTPHONE 11% 30% TEENS 2009 TEENS 2011 12% 17% TEENS 2009 TEENS 2010
- 22. iPhone Update 2009 - 2010 3% 7% TEENS 2009 TEENS 2010 27% 34% TEENS 2009 TEENS 2010 OWN iPHONE PLAN TO BUY iPHONE
- 23. Favorite Brand 24 % Nike 22 % Apple 9 % Coca-Cola 8 % Sony 7 % Aeropostal 6 % Microsoft 6 % American Eagle
- 24. Apple’s Attributes Deconstructing one of Teens’ Favorite Brands Justin Long of Apple’s “Mac vs. PC” campaign Premium, yet accessible Infinitely & easily customized/personalized A company that feels like a movement Fun-enabling Innovation in the DNA Savvy, yet approachable
- 25. Which medium is the one you can’t live without ? 34 26 4 3 68 23 6 2 2 TV RADIO MAGAZINES NEWSPAPERS INTERNET TV RADIO MAGAZINES NEWSPAPERS 15 INTERNET TEENS (2010) TEENS (2000)
- 26. Which medium do you trust the most ? 44 24 6 6 NEWSPAPERS TV MAGAZINES RADIO 7 INTERNET TEENS (2000) TEENS (2010) 35 30 29 4 3 NEWSPAPERS INTERNET TV MAGAZINES RADIO
- 27. HULU YOUTUBE ABFamily.com MTVCom ABCcom
- 29. TEENS (2000) TEENS (2011) 11% YAHOO 6% MTV.COM 5% HOTMAIL 4% NAPSTER 3% WWF.COM 2% NSYNC.COM, EBAY, ESPN.COM ASIAN AVENUE, ALLOY BLUEMOUNTAIN.COM 54% FACEBOOK 32% YOUTUBE 16% GOOGLE 14% YAHOO 7% AMAZON 7% MYSPACE 6% ESPN 6% HULU
- 30. Where is everybody and what are they doing? How can I connect with people like me? Do you have any idea how AWESOME I am?
- 31. Social Networking Facts 80% participate in social networking 1/2 of Millennials’online hours (source: Nielsen) 65% visited Facebook past 30 days 38% visited MySpace past 30 days 16% visited Twitter past 30 days 1 in 4 teens have tweeted online 1 in 5 teens have tweeted on their cellphone
- 32. A Twitter aside … 77% of Teens say it’s “in” or “on the way in” An “instant message” that’s both more AND less intimate Publisher/subscriber AND peer-to-peer Visit www.twitter.com/twitter101
- 34. Consumers Media Life Perspectives Bonus Material
- 35. Parents are Mostly Awesome… 89% Guys 83% Girls 21% Guys 25% Girls “ Parents’ advice influences my decisions” “ My views on the world are different from my parents’” 65% Guys 68% Girls “ My parents know less than me about technology”
- 42. Athletes Teens TRU*SCORE males TRU*SCORE females 38 Shaun White BEST OF THE REST: Dwight Howard (27); Kevin Durant (27), Michael Phelps (26), Derek Jeter (26), Tom Brady (26) BEST OF THE REST : Peyton Manning (30), Dwayne Wade (28), Rafael Nadal (28), Shaquille O’Neal (27), Travis Pastrana (27), Derek Jeter (27) 42 Apolo Ohno 34 TROY POLAMALU, SHAQUILLE O’NEAL 32 PEYTON MANNING 31 ADRIAN PETERSON 30 DWAYNE WADE, 29 LADAINIAN TOMLINSON, LEBRON JAMES 28 DREW BREES, TRAVIS PASTRANA, USAIN BOLT, STEVE NASH 40 SHAUN WHITE 34 DAVID BECKHAM 33 DREW BREES, MICHALE PHELPS, CRISTIANO RONALDO 32 LAILA ALI 31 TROY POLAMALU, SERENA WILLIAMS VENUS WILLIAMS
- 43. Musicians Teens TRU*SCORE males TRU*SCORE females 36 EMINEM 45 TAYLOR SWIFT BEST OF THE REST: Beyoncé (21), Rihanna (20), Lady Gaga (18), Taylor Swift (17) BEST OF THE REST : Drake (33); Linkin Park (29), Green Day (27), 33 BLACK EYED PEAS 31 MICHAEL JACKSON 29 LINKIN PARK, GREEN DAY 25 DRAKE 24 USHER 22 KATY PERRY 44 KATY PERRY 43 LADY GAGA 41 BLACK EYED PEAS 37 EMINEM, BEYOUNCE 36 RIHANNA, USHER 35 MICHAEL JACKSON
- 46. FRIENDS BY THE NUMBERS… BEST FRIENDS FRIENDS FACEBOOK FRIENDS TEENS TWENTIES TEENS TEENS TWENTIES TWENTIES 4 3 55 50 155 3 3 38 30 182 237 210 “ The Social Network” M F
- 49. Consumers Media Life Perspectives Bonus Material
- 50. TRU Value Monitor ™ Tracking Teens 73 71 I always try to have as much fun as possible It’s really hard to get ahead in life with out a college education I really like to do things with my family 68
- 51. TRU Value Monitor ™ Tracking Teens 56 67 57 44 Doing things for others and making the world a better place is important to me My religion/faith is one of the most important parts of my life 2000 2010
- 52. TOP FIVE ISSUES THAT EXIST IN MY SCHOOL BULLYING 64 DRUGS 61 HOMOPHOBIA UNPLANNED PREGNANCY POOR PARENTING 52 51 47
- 53. Consumers Media Life Perspectives Bonus Material
- 54. MEET THE POSTGENS! (2000-2020) ONLY 30% SENT AN EMAIL IN LAST 30 DAYS THEY HAVE THE HIGHEST RECORDED FAMILY AFFINITY IN 30 YEARS VOCATION AS A CALLING INSTEAD OF A JOB
- 55. New Trend spotlight: PLANKING
- 56. Dwight Howard and Gilbert Arenas Planking
- 59. Friendly, Fun and Flexible Compassionate & Caring Resourceful and Real Active, Approachable & Available Patient and Passionate Able to be Firm, Consistent and Fair
- 60. RESOURCES
- 61. www.cpyu.org
Notes de l'éditeur
- Introduction: “Let me tell you a story…(teen coming in talking about the big game and I had no idea what he was talking about). I believe that in order to impact teens you need to have a relationship with them, if you can’t connect or relate you may miss an opportunity to build a relationship. If you stay current with teen culture and trends it will help bridge that gap and allow you to connect or at least understand where teens are coming from.
- 46% of teens feel they can talk to both of their parents openly about these issues. 31% mom only and 5% dad only
- OLIVER: ADD METHODOLOGY HEADING
- Let’s dive in the Consumer section. I’m sure you’re all thrilled to jump in this section, given the state of the economy. I’ve got good news, bad news and everything in between. Let’s get down to business.
- In 2000, we asked teens… what are your biggest everyday complaints. I got a bunch of complaints. And three came back pretty much even. 10 years later, I still have a lot of problems but there’s ONE that really stands out. For half… not enough money is the biggest complaint. You bet not enough money, let’s take a look at Teen Spending… NOTE: Peer pressure, dropped from 10% to 6%. Peer pressure seems less important
- Buying the latest and greatest is not as important to me. Two thirds agree. There’s a lot of stuff that’s out there (tech, fashion, etc) that’s well good enough. And beyond that. How do they feel about this next statement… It’s fashionable to be a smart shopper. That was Mom’s job, right? Youth used to have the license to spend recklessly. I want this I have to have it. Well today, nearly 85% agree with this statement. And we’ve learned that a “smart shopper” is someone who has figured out how to get more for less. And that’s the attitude.
- This is as straightforward as it gets. We’ve moved from Conspicuous Consumption… to Conspicuous Reduction. I’m proudly showing you how I’m cutting back.
- We’ve seen this in custom research as well. Urban youth’s focus on high-end designer clothing seems to have waned. Marshall Cohen, a very famous analyst with NPD, sees it as well. “People with lower incomes, have disproportionately sought out high-end brands for at least the last 18-years have recently been turning away from them.” Where are they going? Well this looks like a pretty good place….
- My little black dress is a mere $29.99. Not a fashionista but a frugalista. I’m combining my savvy smarts with my fashion sense. My $29.99 bomber jacket. Where do you do this… At Target. Target says… Expect more, pay less. Target’s got it. Look at the copy down here… help you out dress not out spend. So with Conspicuous Reduction, I want you to consider how you can connect with these different audiences in terms of the messaging and tonality that you’re using. Everyone is using, this is on sale, buy one, get one free. But how do you that so it really hits home?
- For teens, they are a bit more superficial, when it comes to this theme. For twenty-somethings, it’s more practical. So when you’re trying to connect with teens, remember their goal is to show mom and dad they get it. Twenty-something’s goal? To save money. Different goals for different age groups. For teens, it’s about surviving this conversation. Here we go again. We need to cut back. Twenty-somethings, need to survive this lean lifestage. With teens, I’m going to connect with parents through this sacrifice. Hey Mom and Dad, look at me. Look at me. I’m going without. And perhaps they’ll go without something they don’t care about. Twenty-somethings… connect with their peers through this sacrifice. Let’s go to a recession-buster happy hour. Or Tuesday night let’s have game night… in. Or even a clothing swap over cocktails. Teens get what they WANT, Twenty-somethings looking to get what they NEED. For teens, they’re bored, and they kind of like the drama that’s going on here. There’s something big going on. Twenty-somethings have enough going on, they are looking to lessen the drama and get things in place. A message for teens focusing on the drama of the recession, might scare the pants off a twenty-something. Very different attitudes about what’s going on.
- Media. Last year we spent a great deal of time talking about handsets. Not going to spend a whole lot of time here this year but I do want to check in quickly and give you an update.
- 9 of 10 teens own a cell phone First of all, know this. Smartphones are a big deal. Why is this important for us to know? It is with them always, even when they sleep. For teens, ownership is up. And plan to purchase is WAY up. For twenty-somethings, ownership has almost doubled. And plan to purchase is pretty much the same. That’s because a lot more twenty-somethings already have a smartphone.
- There’s an interesting story for iPhones as well. Teens go from 3 to 4%. And an increase in interest. Twenty-somethings go from 4 to 7% ownership and a significant jump in interest. The iPhone story here is….great brand, what’s UP. Most desired, not translating. Uh-oh. That’s what I see there. Hey this is great… whoops. As much as it seems that everybody has an iPhone, it’s just not the case. NOTE: Usually you can see…purchase intent having a predictive impact on ownership. Not in this case… Obstacles include: Limited by carrier Price Locked in contracts The industry has done a great job of offering OK substitutes.
- Great brand? Then why isn’t it on their list favorites? Oh but it is… Second year in a row Apple tops. Along with some other brands here that feel just a little less relevant. Why is apple such a big deal. People ask us all the time, what brands are really connecting with young people. The answer is clearly Apple. And here’s the reason why…
- Apple somehow manages to straddle a lot of important things. It has a sense of being premium, and yet accessible at the same time. It’s the luxury item we can all have. It is the ultimate tool of fun-enabling.. The app store. The phone itself is just the beginning. Infinitely & easily customized … the offer is intrinsically begging you to make it your own. Savvy and approachable. This guy is a hipster… but he’s not out of reach. He’s the hipster that you’re cool enough to hang out with. Your talking about a company that somehow feels like a movement. And it’s got innovation in its DNA. They are never done. What’s more exciting that when Steven Jobs takes the stage.
- OK, let’s get down to business with their Media. And let’s look at what’s changed. Back in 2000 we asked teens…. What medium is the one you can’t live without. Here they are, with TV at the top of the list. Now what happens in ten years time? What’s going UP?? What’s going down?? TV does pretty well. Radio takes a big hit. Magazines and Newspapers, same spot. The story here isn’t just that the internet does well, take a look at this… the Internet more than quadruples in terms of the medium I can not live without. That’s because the internet is EVERYTHING. I can stream it where… on the internet
- Most trusted? This is a different question right? The internet goes through the roof. Newspapers. You want good news for newspapers, well here it is. Newspapers still a much trusted medium. In fact newspapers, internet, and TV pretty much the same. Now when they say they trust the internet, they are really just saying they trust themselves. And their ability to navigate to the truth. It doesn’t necessarily mean they trust a website… When Perez Hilton tells me that Kanye West is dead because Taylor Swift hit him over the head with her moonman, It doesn’t mean I trust that. It just means that I’ll find out very quickly what the real story is. I’ll get to the truth. All via the internet of course. In fact we have a special guest who will explain this level of trust and the internet.
- Can’t live without the Internet? Sure. Especially when half of Millennials even watch TV online. Usual suspects here… But something is missing… The big story is Hulu. Sponsored by the major networks, all but CBS. Now that’s interesting. I don’t care where I get my content. If networks want to give it to me online, that’s fine. I’m not trying to get it from a pirated source, but if that’s the only place I can get it, I will. Why can’t I stream albums from the Sony music site? Speaking of websites...
- Let’s take another look at that 2000 study. And their favorite websites. A write-in question here. : WWF, NSYNC. Definitely on the list of my favorite websites. You also notice the numbers aren’t too high. Now move ahead to 2010. First of all, as the medium matures, you would expect fragmentation. Look at cable TV, over 200 channels. Look here. Big numbers for the top three. And of course the top three didn’t even exist 10 years ago. Not only did they not exist but their type or style of website didn’t exist. These are social networking sites and their primary focus is to connect people. Person to person on a grand scale. Why does this concept resonate so well with Millennials? Because social networking in general answers three key questions that dominate the minds of young people… The first is…
- Does anyone remember feeling this way? Your stuck at home on a Friday night and you wonder…. Where is everybody and what are they doing? I could be missing out on something BIG. That sense of exclusion and wonder. Well social networking takes care of that. Not only do I know where everyone is, all the time. I just saw the picture. How can I connect with people like me? How did you do it in the past? You were very limited to the people in your neighborhood or at your school. Limited potential. Today I can definitely find others like me or who share a common interest. Regardless of what that interest might be. And the connection is more friction-free than ever before. And the last question. I’ll say as a rhetorical question, but still a very important one is… Do you have any idea how AWESOME I am? Social networking gives Millennials the platform and opportunity to show the world just how special they are. These are three powerful questions. And they are all being answered by social networking. As a brand how can you enable these feelings.
- So social networking is important, we all know that but let’s take a few minutes to make sure we all understand the reality here… 80% of Millennials participate in social networking. And half of their online time is spent on social networks. Going online, there are millions of things you could do, but social networks take up half of the time they spend online! That’s huge. So it’s not even a question here… You have to be there too! If you’re online and not on social media, you might as well not bother. The big three networks here. Facebook, MySpace and Twitter. There’s how they shake out. I know there’s been a lot of buzz about Twitter lately. But if you look at the data for Millennials, you’ve got only 19% who say they’ve visited Twitter in the past 30 days. 1 in 4 teens have tweeted. And 1 in 3 twenty-somethings have tweeted. Let’s delve into Twitter a bit more deeper.
- We’ve found that… A bit more for twenty-something story rather than a teen. Another thing to remember is that Twitter is a medium that creates messaging that feels more AND less intimate. I can get messages directly from celebrities. They feel unfiltered. Intimate. Hey I just got a message from Heidi Montag. Well yes you did, but so did 48,000 other people did too. That’s because the medium is in fact.. both publisher/subscriber AND peer to peer. If you really want to learn how to use Twitter in your business, they have an amazing deck Twitter 101… There are some wonderful case studies there for you to check out. American Apparel, Dell, etc.
- Hope you got some good ideas from that video.
- Let’s start this section with Family. So Parents are mostly awesome. In fact for half of teens they feel like they share the same views as their parents. We’ve talked about this before. The generation gap becoming less and less significant. A little fewer for twenty-somethings. However, parents are a little behind. Technology is an area where parents lag. But here’s where parents reign. Parent’s advice influences my decision. And if parent’s advice is important. Do you know what’s even more important? Parent’s money. We talked about this last year. But I want to go one step further this year and not just to tell you that you’ve got to get parental buy-in but to tell you how. There’s no value gap but there is a value gap.
- Tiger Woods has always done pretty well. Girls might not just be looking at athleticism.
- (for messaging: hybrids like Kid Rock and Limp Bizkit) Guitar Hero has done a billion dollars in business.
- Let’s get inside their heads just a bit. And start off looking at agreement with a few key statements… Success means making a lot of money. It’s UP. Listen, when I don’t have money, I realize I need it. If I only had more money, my problems would go away. Wouldn’t have to worry about cutting back, how I’m going to pay for school, etc. Things are really going well for me. Here’s something you have to remember. This is teens. No change. They lack context. There is a sense of youthful optimism. I’m only 15 and things feel pretty good right now. That’s what’s so great about teens. Possible callout for AA teens here.
- Let’s look at another one… My religion or faith is an important part of my life. It’s come down. Dramatically. And yet, doing things for other and making the world a better place for others is important to me is UP. This is not a group that doesn’t have values. That isn’t spiritual, that doesn’t care of others. In fact, this is a group that is actively out there trying to doing good things. And they are looking for brands who can help them get there. We told you this was a generation that wants to wear their values on their sleeve. They also want to wear them on their feet.
- Ask audience what there top issues were when they were in School Kurt and Dave
- The post generation to not only refer to the fact that they are post millennials but they arrive just after a myriad of seismic events: columbine, 9/11, smartphone, first AA president, growth of minority population and they like to post their life. Email: shows growth of technology, email is too slow
- Break into small groups and discuss someone what skills and qualities are needed to work with teens? Reflect on an adult you connected with as a teen or someone you know that is good with teens? When hiring staff to work with teens look for this skills and qualities. You can usually teach the basics of the job but you can’t teach the genuine compassion and attitude.
- Based on my experiences with teens and talking with teens across the country, these are some of what they appreciate about adults they respect. Teens want someone who cares about them!