• Teen Market Defined as Youth Age 12-19
• Report Methodology

• Today's Teens an Affluent, Savvy Group
• 31.4 Million Teens Age 12-19 in 1999
• Table 1-1: U.S. Teen Population, 1995-2020 (number)
• Racial, Ethnic Diversity Greater Among Teens
• Figure 1-1: U.S. Teen Population vs. Total Population by Race, 1999 (percent): 5 Races
• Over 15 Million Teens in High School
• Almost All Teens Use Computers
• Teens Confident, Optimistic
• A Teenage Contradiction: Independence vs. Peer Pressure

• Packaged Facts Estimates Teen Aggregate Income at $130 Billion in 1999
• Teens Influence as Much as $200-$300 Billion in Annual Household Spending
• Spending Increases with Age

• Teens Avid Consumers Since Birth
• Hot Trends Come and Go, But Major Teen Spending Categories Remain the Same
• Today's Teens Are Tomorrow's Top Consumer Group
• Quality Top Factor in Product Choice
• Brand Consciousness High Among Teens

• TV Still Rules as Top Teen Media
• Marketers Programming for Teen Viewer
• Music Serves as Common Denominator
• Radio Earns 25% of Teens' Media Attention
• Teens Lukewarm on Print Media
• Magazines Popular with Teen Readers
• New Publications Jump into Teen Market
• 17 Million Teens Online by 2002
• Internet Media Developers, Marketers Face Special Challenges
• Teens Experts at Multi-Tasking

• Teens an Elusive Target Market
• Marketers Looking to Trendsetting Teens
• Teens Are Discriminating Ad Consumers
• Teens Demand Honesty, Authenticity
• Marketers Advised to Avoid Use of Slang
• Teens Admire Celebrities—Including "Real" Teens

• Today's Teens an Affluent, Savvy Group
• Teen Market Defined as Youth Age 12-19
• Teens Are Independent, Savvy, Pragmatic
• Individualistic, Too
• Dual-Income Households Affect Teen Development
• Fast-Paced Techno-Culture Creates Adaptable "Net-Gen"
• Teens Embrace Traditional Values
• Although They Face Adult Issues, Teens Are Still Adolescents
• U.S. Teen Culture Spreads Around the Globe

• 31.4 Million Teens Age 12-19 in 1999
• Table 2-1: U.S. Teen Population, 1995-2020 (number)
• Teens Growing at Twice the Rate of Overall U.S. Population
• Table 2-2: Growth Rate of U.S. Teen Population vs. Total Population, 1999-2005 (number and percent)
• All Ages Equally Represented Among Teens
• Table 2-3: U.S. Teen Population by Age, 1999 (number and percent)
• Teens Comprise Two Basic Age Groups
• Teens 12-15: Emerging Adolescents
• Teens 16-19: Emerging Adults
• Racial, Ethnic Diversity Greater Among Teens
• Figure 2-1: U.S. Teen Population vs. Total Population by Race, 1999 (percent): 5 Races
• Males 12-19 Outnumber Females—But Just Barely
• Figure 2-2: Share of U.S. Teen Population by Gender, 1999 (percent)

• Teen Income Depends on Parents, Jobs
• Teen Income Averages $80 Per Week
• Younger Teens Have More Unearned Income
• Older Teens Earn Money from Jobs
• Almost All Teen Income Is Discretionary
• Older Teens Have Credit Cards
• Debit Cards Growing in Popularity

• Teens Consider Education Important for Future Success
• Over 15 Million Teens in High School
• Teens Spending More Years in School
• Teens Spend Half of Waking Hours in School
• Favorite Subject? Lunch! (But Math Really Rules)
• Most Teens Obtain Some Post-Secondary Education
• Educational Attainment Tied with Parents' Success
• But Financial Hurdles Thwart, Limit College Goals
• Independent Attitude Shapes Teen View of Careers, Workplace

• Today's Teens Are Techno-Savvy
• Almost All Teens Use Computers
• Connected Teens Weave a World Wide Web
• How Teens Use the Internet
• Three Phases of Online Connectivity
• Online and In Touch: Teens Stay Connected
• Chat Rooms, Surveys Attract Parental Concern
• The Net Generation: A Different Way of Thinking
• Internet Shaping Teen Values, Global Social Structure
• Cell Phones, Pagers, and Other Standard Items of the Digital Age
• Today's Teens Will Drive Tomorrow's Technology Markets

• Experts Express Concern Regarding Teen Health, Physical Fitness
• Alcohol: The Drug of Choice Among Teenagers
• Teen Smoking Continues to Rise
• Youth Anti-Smoking Efforts Stepped Up by FDA
• Teens Favor "Designer" Drugs
• Anabolic Steroid Use Up Among Teen Boys
• Violence Affects Most Teens' Lives
• Teens Generally Feel Safe at School
• Most High Schools Have Security Guards, Other Measures in Place
• Sexual Issues Facing Teens
• Suicide: Third Leading Cause of Teen Deaths
• Self-Image Problems, Especially Among Teen Girls
• Emerging Teen Feminism Gives Rise to Grrrl Power

• Modern Family Lifestyles Give Teens More Independence, Responsibility
• Teens Confident, Optimistic
• Basic Rites of Passage Remain Constant Among American Teens
• Teens and Parents Get Along
• Today's Teen Parent More Tolerant, Attentive
• Teens Want Guidance
• Teens Have Strong Social Concerns
• Volunteerism, Political Activity Motivate Teens
• Teens Find Safety in Traditional Values
• Nonconformists Feel Pressure to Fit In
• A Teenage Contradiction: Independence vs. Peer Pressure
• Despite Strong Desire for Individualism, Peer Pressure Cooker Heating Up
• Teens Seek Individuality, Uniqueness
• Today's Teen Globally Aware, Ethnically Diverse
• "Cultural Crossover" Blurs Lines
• Freedom of Expression Important

• Market Size Estimates Vary Widely
• Packaged Facts Estimates Teen Aggregate Income at $130 Billion in 1999
• Teens Influence as Much as $200-$300 Billion in Annual Household Spending
• Teens Influence Food, Entertainment Expenditures
• Spending Increases with Age
• Some Older Teens Already Transitioned to Adult World
• Teens Spend More Than They Earn
• Teens and Money Management

• Rising Teen Population Means Growing Market
• More Money to Spend
• Teens Mining Entrepreneurial Spirit
• Across Generations, Teen Desires Remain the Same
• Hispanic Teens a Growing Group of Enthusiastic Consumers
• American Teens Embrace Hispanic Culture
• More Youngsters Acting Like Teens
• Teens "Champing at Bit" to Shop Online
• Online Credit, Debit Cards Filling the Void
• Today's Teens: Gung-Ho Consumers
• U.S.-Driven Global Teen Culture Emerging

• Teen Market Projected at $161 Billion in 2004
• Table 3-1: Projected Growth of Teen Market Aggregate Income, 1999-2004 (dollars)
• Today's Teen, Tomorrow's Adult Consumer

• Teens Avid Consumers Since Birth
• Savvy Means Smart, Not Cynical
• Individualistic Nature Conflicts with Need to Belong
• Peer Pressure, Media Barrage Drive Teen Purchasing
• Hot Trends Come and Go, But Major Teen Spending Categories Remain the Same
• Today's Teens Are Tomorrow's Top Consumer Group

• Busy Parents Create Savvy Consumers by Turning Shopping Duties Over to Teens
• Teens Filling Grocery Carts
• Teens Influence Variety of Family Purchases
• As Children, Teens Made Price, Quality, Brand Decisions
• Teens Comparison Shop, Value Quality, Price
• Shopping a "National Pastime"
• Teen Consumer Patterns, Trends Shift Rapidly
• Teens Coming of Age Amidst "Transient Cultural Environment"
• Teens Conduct Their Own Research Prior to Buying
• Market Encompasses Innovators and Followers
• Individualism Essential to Today's Teens
• Individualism Drives Teen Consumer Demands
• But Need to Belong Still Vitally Important
• Teens' Perceptions About Their Age Affect Their Consumer Behavior
• What's "Cool"?
• Scoping Out Coolness
• Quality Top Factor in Product Choice
• It's Got to Be Real
• Logos and Labels: Brand Consciousness High Among Teens
• Favorite Brands Among Teens

• Teens Spend Heavily on Clothes, Entertainment
• Older Teens Have More Money to Spend
• Hispanic Teens Outspend Anglo Counterparts
• Less Shopping Supervision as Teens Mature

• Clothes Make the Teen
• Apparel Spending Estimated at Over $33 Billion
• Back-to-School Apparel Spending Near $14 Billion
• Both Boys and Girls Are Fashion-Conscious
• Boys, Girls Have Their Own Favorite Brands
• Function Rules, But Form Not Far Behind
• Dependable Denim: Jeans Remain Wardrobe Staple
• Khakis Back in Style
• Mixing and Matching a Fashion Requirement
• Hispanic Culture Influencing Teen Fashions
• Sports Looks Gaining in Popularity
• Apparel Marketers Offering Larger Sizes
• Shoes: Clunky, Chunky, and Hotter Than Ever
• Teen Girls Love to Accessorize
• Handbags and Backpacks Come in All Styles
• Color, Glitter Catch Teens' Eyes

• Teens Are Entertainment-Driven
• Teens Spend $21 Billion on Entertainment
• Top Teen Pastimes Include Socializing, TV
• Teens Juggle Time Amid Growing Recreation Choices
• Friends, Social Life Dominate Teens' Leisure Time
• Cell Phones, Pagers Help Teens Reach Out and Touch One Another
• Popular Music a Soundtrack for Adolescence
• Connected Teens Find Music Online
• TV Also Used for Videogames, Movies
• Teens Adore Videogames
• Movies Remain Popular with Teens
• Teens Love Movie-Related Products
• Teens Prime Consumers of Sporting Goods

• Hearty Appetites for Food and Beverages
• Teen Annual Food Spending Estimated at $15 Billion
• Teens Control the Shopping Cart
• Top Teen Supermarket Purchases Include Snacks, Ready-to-Eat Items
• Snacking a Favorite Teen Pastime
• Fast Food a Teen Diet Staple
• Fast-Moving Teens Favor "Effortless" Foods
• Milk a Perennial Staple
• Carbonated Beverages Even More Popular
• Non-Carbonated Beverages Also Quench Teens' Thirst
• Brand Consciousness Extends to Food, Beverages
• Teens Attracted to Easy-Going Restaurants, Coffeehouses

• Teens Eager to Try Cosmetics, Personal Care Products
• Cosmetics and Personal Care Spending Tops $8 Billion
• Teen Grooming Starts with Skincare
• Bath and Shower Products Also Popular
• Cosmetics Offer Chance to Experiment
• Lip, Nail Products Most Popular Among Teen Girls
• Nail Products Attract Accessorizing Teens
• Girls Eager to Learn About Makeup, Beauty
• Cosmetic Products Viewed as Fashion Accessories, Go Beyond Just Face and Nails
• Cosmetic and Beauty Brands Preferred by Teens
• Teenage Girls Love Scented Products
• Hair: Canvas for Experimentation
• Hair Accessories Provide Crowning Touch

• Teens Spend $20 Billion on Gifts, Candles, Other Items
• Teens Love to Decorate Their Rooms
• Growing Interest in Linens, Soft Goods
• Gift-Giving: Teens Love to Share the Wealth

• Teens Shop at Groceries, Convenience Stores
• Malls Remain Top Teen Hangout Center
• Other Retail Centers Also Popular
• Specialty Stores Attract Independent-Minded Teens
• Specialty Stores Favored by Teens
• Supermarkets Waking Up to Power of Teen Shoppers
• Drugstores Attract Teens with Cosmetics, Convenience
• Mass Retailers Also Targeting Teens
• Department Stores Trying But Still Face Obstacles
• More Catalogs Aimed at Teens

• Teens Crave Newness
• Teens Appreciate Friendly Attitudes
• Atmosphere Sets the Tone
• Displays Need Constant Updating
• Teens Demand Fresh, Varied Inventory
• Teens Want to Experiment Without Penalty
• Gimmicks Not as Important as Getting What They Want
• But Promotions Can Attract Teens
• Back-To-School, Other Seasonal Shopping

• Online Shopping by Teens to Reach $1.3 Billion by 2002
• Online Stores Span Wide Range of Categories
• Teens Want Online Shopping to Be Quick and Easy
• Traditional Retailers Still Have "Hands-On" Advantage

• Gadzooks Creates Teen-Friendly Environment
• Gap/Old Navy a Hit with Teens
• Target Hits the Spot with Teens
• Delia's Wants to "Own Teen Generation"

• Overview
• Teens Grow Up Amidst Constant Media Barrage
• Teens View Media as Interactive
• Teens Look to Media for Information, Entertainment
• Teens Say Radio, Cable Are Best Ways to Reach Them

• A Cultural Touchstone
• Television Losing Some of its Clout with Generation Y
• But TV Still Rules as Top Teen Media
• Teens Seek Relevant Programming
• Marketers Programming for Teen Viewer
• Favorite Teen Shows Found on Younger Networks
• Older Networks Offering More Teen Favorites
• Boys and Girls Favor Different Programs
• MTV, Other Cable Channels Attract Teen Viewers
• MTV Taps Teen Interest in Culture, Music
• The MTV Music Trendsetters Study
• MTV's Real World a Big Hit Among Teens
• Dawson's Creek Inspires Fan Loyalty
• Teens and Parents Share Viewing Times, But Not Programs
• Channel One Creates Classroom Controversy
• Teens Open to New Viewing Technologies

• Music Serves as Common Denominator
• Radio Earns 25% of Teens' Media Attention
• Teens Loyal to Local Stations
• But Individualistic Teens Seek Diversity
• Internet Reshaping Radio Landscape
• Music Brings Hispanic Culture Across Ethnic Lines
• Urban Music Permeates American Teen Culture

• Teens Lukewarm on Print Media
• Boys, Girls Use Print Differently
• Magazines Popular with Teen Readers
• Boys, Girls, Have Different Favorites
• Niche Magazines Target Boys
• GamePro a New Leader Among Boys' Magazines
• Girls Still Favor Venerable Seventeen
• Newcomers Led by Teen People
• Other Publications Jump into Teen Market
• Hip-Hop Magazines Appeal to Urban Youth
• New Magazines Target Growing Hispanic Readership
• Magazines Getting Real, But Focus on Appearances, Stereotypes Still Prevalent
• Major Teen Magazines Spawn Book Publishing Efforts
• "Magalogs" Combine Sales with Editorial Content
• Newspapers Low on Teens' Media List

• 17 Million Teens Online by 2002
• Cyberspace Just Another Media World
• Internet Media Developers, Marketers Face Special Challenges
• Computer Time Includes Homework, Chatting
• Teens Experts at Multi-Tasking
• Study Defines Three Stages of Teen Internet Use
• Teens View Cyberspace as Community Forum
• Websites Required to Reach Today's Teen
• Teens Attracted to Popular Websites
• Savvy Teens Bolt to Online Communities
• Delia's Subsidiary Offers gURL Power
• E-Zines, Other Internet Media Gaining Popularity

• Today's Teens Complex, Different
• Teens Hold Positive, Traditional Values
• Sophisticated Teens Are Independent-Minded
• Teens Respectful of Each Other's Differences
• Teens Want to Be Unique
• …But Peer Pressure Still Plays Strong Role
• Teens Preoccupied with Personalization
• Customization Also Important
• Teens Demand the Right to Experiment
• Teens Want to Decide for Themselves
• Only Teens Can Determine What's Cool
• Global Teen Community Relies on Word of Mouth
• Teens Remain Brand Sensitive
• Brand Loyalties Often Set Early On
• Age, Life Stage Affect Brand Importance
• Adolescence a Time of Change
• Adult Issues Face Older Teens
• Teens an Elusive Target Market
• Four Teen Subgroups Identified by Teenage Research Unlimited
• Teens Take Control of Own Trends
• Marketers Looking to Trendsetting Teens
• Teen Trendsetter Groups Offer Valuable Insights
• Teens Important Marketing Partners
• But Anti-Consumerism Backlash Possible
• American Teens at Center of Global Village

• Teens Are Discriminating Ad Consumers
• Teens Demand Sophistication in Digital Marketing Era
• Teens View Ads as Form of Popular Culture
• Teens Unimpressed by Traditional Ad Approaches
• Teens Cite Top Advertising Rules
• Teens Demand Honesty, Authenticity
• Honesty Can Be Well-Rewarded
• Practical Teens Relate Ads to Product Quality
• Teens Want to Know Why to Buy
• Teens Seek Confidence to Try Products
• Teens Process Ad Imagery, Information Differently
• Teens Get Bored Easily, Demand Freshness
• Teens Appreciate Use of Retro Elements
• Humor Is Key Ingredient to Successful Advertising
• "Edgy" Ads Capture Attention, But May Be Overdone
• Simple, Real-Life Messages and Stories Also Work
• Appropriateness Important When Advertising to Teens
• School-Based Advertising a Budget-Balancer's Dream
• … Or Educational Nightmare
• Channel One Network on in 12,000 Schools

• Rule Number One: Be Honest
• Rule Number Two: Know Your Audience
• Rule Number Three: Use Plenty of Humor
• Rule Number Four: Grab Their Attention with Freshness, Excitement
• Rule Number Five: Count on Music as Common Denominator
• Rule Number Six: Be Environmentally, Politically Sensitive
• Rule Number Seven: Get Real
• Rule Number Eight: Target Life Stages, Not Trends
• Rule Number Nine: Be Inclusive—But Not Too Politically Correct
• Rule Number Ten: Uphold Traditional Values—Lightly

• Teen Speech Habits Abbreviated, Distinctive
• Slang Allows Teens to Create Own World
• Marketers Advised to Avoid Use of Slang

• Teens Admire Celebrities—Including "Real" Teens
• Sports, Entertainment Celebrities Perennial Favorites
• Currently Popular Teen Celebrities
• But Fame Can Be Fleeting—Or Overdone
• Jansport Uses Array of Celebrities in Advertising
• Sports Endorsers Losing Some of Their Sparkle
• Local Heros Also Carry Weight

• Multimedia Programs Required to Reach Busy Teens
• Interactivity Important
• Teens Adore Free Samples, Giveaways
• Promotions Must Address Teen Skepticism
• "Guerrilla" Tactics Enter Teen Milieu
• VooDoo Rain Takes to the Streets in VW Bugs
• Schools Offer Promotional Opportunities
• Coca-Cola's Coke Card School Promotion Generates Word-of-Mouth Excitement
• Coke Promotes Mr. Pibb with Videogame Offer
• Salons Find Success with School Promo Tie-Ins
• Movie, TV Tie-Ins May Be a Gamble
• Marketers, Teens Benefit from Partnership Programs
• Teens Appreciate Event Sponsorships
• Music Concert Sponsorships Effective with Teens

• Wheaties Features New Teen Sports Idols
• Burger King Pairs with Backstreet Boys
• Wendy's Says "Bite Me"
• Honeycomb Cereal Shapes Users' Lives
• Humor, Color Distinguish Starburst Hard Candy Ads
• Reese's Banks on Simple Designs, Quirky Humor
• Wrigley's Employs Bold Style, Humor

• Clean Images, Retro-Modern Feel Make Gap Ads Effective
• Gap's "That's Holiday" Campaign Puts Millennial Twist on Traditional Themes
• Target Targets Teens for Spring Break 2000
• Hilfiger Banks on Red, White, and Blue
• tommy girl Perfume Ad Makes "Declaration of Independence"
• tommy Jeans Ad Emphasizes "Real World" Looks
• Event Sponsorship Another Popular Appeal
• Nike Trying Out New Ad Themes
• Ralph Lauren/Polo Ads Echo Hilfiger Appeal
• Steve Madden Takes Edge "Be-Yourself" Approach
• Guess? Goes Traditional
• New Dr. Martens Sandals Let Teens Customize Their Feet
• Skechers Ads Tout Both Casual and Cutting Edge
• Delia's Uses Internet, Magazines to Advertise Its Catalogs

• Street Wear Is Colorful, Customizable
• Advertising for Sassaby's jane Both Fun and Practical
• Clinique Targets Teens with Acne Solutions
• Naturistics Offers Younger Teens "Sweet Way to Shine"
• Cover Girl Plays on Eastern Mystique
• Tampax Campaign Positioned on Dependability and Information Teen Girls Appreciate
• Clean & Clear Helps Teens Keep Their Skin "Under Control"

• Nintendo Goes for Gamers
• Teen Star Mandy Moore Endorses Sony Psyc Player
• Rocket Cash Promotes Online Shopping
• Kodak Clicks into Teen Sensibilities
• American Greetings Bubblegum Card Ads Offer Interactivity
• Sam Goody Wants to Make Friends

Appendix I: Advertisements. This appendix appears in bound editions only.
Appendix II: Addresses of Selected Marketers and Retailers