The Teens Market

Published: Oct 1, 1998 - 201 Pages

Table of Contents:

I EXECUTIVE SUMMARY

Demographics

  • Today's Teens an Imposing Market Force
  • 31 Million Teens Age 12-19 in 1998
  • Figure 1-1: Growth Rate of Teens, 1998-2005 (number)
  • Teens Growing at Twice the Rate of Overall US Population
  • Teens Divided Into Two Age Groups
  • Teens More Ethnically, Racially Diverse Than Overall Population
  • Most Teens Live in Married-Couple Households, Have Siblings
  • Dual-Income Households Affect Teen Development
  • Teen Income Averages $75 Per Week
  • Almost All Teen Income Is Discretionary
  • Education Important for Future Success
  • Independent Attitude Shapes Teen View of Careers
  • Today's Teens Find Shelter on Internet
  • Teens Learning to Shop Online
  • Teens Have Strong Social Consciousness, Concerns
  • Love-Hate Relationship with Peer Pressure

The Market

  • Teen Market Nears $120 Billion in 1998
  • Table 1-1: Projected Growth of Teen Market Aggregate Income, 1998- 2003 (dollars)
  • Spending Increases with Age

Teens as Consumers

  • Teens Are Life-Long Consumers
  • Media Barrage Fuels Teens' Desire for New Products
  • Teens Take Over Household Shopping
  • Teens, Especially Girls, Love to Shop

Teen Use of Media

  • Teens Products of Media-Saturated Culture
  • TV Rules as Top Teen Media
  • But Teens Watch Less TV Than Previous Generations
  • Teens Devote One-Fourth of Daily Media Attention to Radio
  • Teens Love to Read Magazines
  • "Alternative" Media Is Mainstream to Teens

Marketing to Teens

  • Today's Young People Are Independent, Optimistic, and Well-Meaning
  • Teens Worldwide Share Similar Values
  • Sophisticated Teens Are Media-Savvy
  • Advertising Fundamental Rule Number One: Be Real (Know Yourself)
  • Teen Slang Ever-Changing, Colorful
  • Entertainment, Sports Celebrities Are Favorites

Scope and Methodology

  • Teens Defined as Those Age 12-19
  • Report Methodology

II DEMOGRAPHICS

Market Overview

  • Today's Teens an Imposing Market Force
  • Teens Defined as Those Age 12-19
  • Today's Teens Independent, Savvy, Idealistic, Optimistic
  • "Freestyle" Attitude Is Common Denominator Among Individualistic Teens
  • A Global Teen Culture
  • Figure 2-1: Growth Rate of Teens, 1998-2005 (number)

Population

  • 31 Million Teens Age 12-19 in 1998
  • Table 2-1: Estimated US Population of 12- to 19-Year-Olds, 1993- 2020 (number)
  • Teens Growing at Twice the Rate of Overall US Population
  • Table 2-2: Growth Rate of Teens vs Total US Population, 1998-2005 (number and percent)
  • Teens Divided Into Two Age Groups
  • Table 2-3: Estimated Population of 12- to 19-Year-Olds by Age, 1998 (number and percent)
  • Teens 12-15
  • Teens 16-19
  • Males 12-17 Outnumber Females—But Just Barely
  • Figure 2-2: Share of Teen Population (Age 12-19) by Gender, 1998 (number and percent)
  • Teens More Ethnically, Racially Diverse Than Overall Population
  • Figure 2-3: Population of Teens vs Total US Population by Race, 1998 (percent): 5 Races

Family and Economic Status

  • Most Teens Live in Married-Couple Households
  • Most Teens Have Siblings
  • Dual-Income Households Affect Teen Development
  • Most Teens Live Within Moderate to Better Economic Conditions
  • Table 2-4: Annual Income of US Households with Teens Age 12-17, 1996 (number and percent)

Income 36

  • Parents and Jobs: Teens' Income Depends on Age
  • Teen Income Averages $75 Per Week
  • Most Older Teens Earn Some Income
  • Allowance and Gifts Play More Significant Role in Younger Teen Budget
  • Almost All Teen Income Is Discretionary
  • Older Teens Have Credit and Debit Cards

Education and Careers

  • Teens Consider Education Important for Future Success
  • Teens Give Schools Low Grades
  • More Years of Formal Education
  • Most Teens Obtain Some Post-Secondary Education
  • Educational Attainment and Income Closely Linked
  • Education Will Determine Teens' Future Success
  • But Financial Hurdles Thwart, Limit College Goals
  • Independent Attitude Shapes Teen View of Careers
  • Helping People More Important to Teens Than Making Money
  • Today's Teens Will Demand Flexible, Worker-Friendly Workplaces
  • Top Teen Careers

Teens and Technology

  • Techno-Savvy Teens Are First True Cyber-Citizens
  • Today's Teens Find Shelter on Internet
  • Instant Communications Inherent Part of Teen Lifestyle
  • Power to the Pagers: Teens Love Beepers
  • Computers Part of Most Teens' Lives
  • A Growing Majority of Teen Homes Have Computers
  • Internet Use by Teens Is Soaring
  • Teens Learning to Shop Online
  • Today's Teens Will Drive Tomorrow's Technology Markets

Issues Important to Teens

  • Modern Family Lifestyles Give Teens More Independence, Responsibility
  • Teens Have Strong Social Consciousness, Concerns
  • Teens Experiment, Yet Still Embrace Basic Values
  • Basic Coming of Age Milestones Important to Teens
  • Freedom of Expression Important
  • Today's Teen Parent Is More Tolerant
  • Teens Like Their Parents!
  • Teens Want Guidance
  • Love-Hate Relationship with Peer Pressure
  • Today's Teen Globally Aware, Ethnically Diverse
  • Grrrl Power: The Emergence of Teen Feminism
  • Violence a Factor in Most Teens' Lives
  • More Teens Smoking More
  • Teens Favor "Designer" Drugs
  • AIDS, Teen Pregnancy Top Sexual Issues Facing Teens

III THE MARKET

Market Size and Growth

  • Estimates Range from $92 to $122 Billion
  • Packaged Facts Estimates Teen Aggregate Income at $120 Billion in 1998
  • Teens Potentially Influence $200-$300 Billion in Annual Consumer Spending
  • Teens Spend More Than They Earn
  • Teens Also Saving, Managing Money
  • Spending Increases with Age

Factors Affecting Market Growth

  • Population Surge Means More Teens
  • More Money to Spend
  • Tight Labor Market Means Teens Get Jobs Easily, Earn More
  • Some Predict Jobs May Be Harder to Come By
  • Teen Fashion, Other Industries Expected to Grow
  • Emergence of US-Driven Global Teen Culture
  • Figure 3-1: Projected Growth of Teen Market Aggregate Income, 1998- 2003 (dollars)

Projected Market Growth

  • Teen Market Projected at $149 Billion in 2003
  • Table 3-1: Projected Growth of Teen Market Aggregate Income, 1998- 2003 (dollars)
  • Today's Teen, Tomorrow's Adult Consumer

IV TEENS AS CONSUMERS

Teen Shopping Patterns

  • Teens Are Life-Long Consumers
  • Media Barrage Fuels Teens' Desire for New Products
  • Teens Take Over Household Shopping
  • Teens, Especially Girls, Love to Shop
  • Teen Consumer Psychographics Include Early Adopters, Followers
  • Teens Create Their Own Styles
  • But Need to Belong Still Important
  • Teen Consumer a "Moving Target"
  • Friends and Media Influence Teen Spending Decisions
  • Teens' Perceptions of Age Also Influence Behavior
  • Teens and Trendiness: Cool Is Guiding Factor
  • What Makes a Product Cool?
  • Quality Top Factor in Product Choice, Brand Success
  • Get Real: Authenticity Also Important to Teens
  • Look for the Label: Teens Especially Brand Conscious
  • Teens Will Learn to Shop Online

Teen Spending Patterns

  • Apparel, Entertainment, Food, Personal Care Products Lead Teen Spending
  • Clothing and Accessories Spending
  • Goodbye Grunge: Today's Teens Are Fashion-Conscious
  • Teenage Girls Spice It Up with Accessories
  • Color Is Cool
  • Teens Like All That Glitters
  • Blue Jeans Are Ever-Popular Wardrobe Basic
  • From Calvin to Tommy: Brands Preferred by Teens
  • Nike Losing Its Swoosh?
  • Teens Have Many Entertainment Options
  • Videos, Shopping Lead Teen Recreational Activities
  • Popular Music Offers Soundtrack to Adolescence
  • Teens Prime Consumers of Audio Appliances
  • Videos and Games Play Big with Teens
  • Movies and Teens
  • Teens Love Movie, Music-Related Products
  • Pagers, Phones Keep Teens in Touch
  • Food and Beverages Also Rank High in Teen Spending
  • Fast-Moving Teens Love Ready-To-Serve Foods
  • Teens and Fast Food Go Together
  • Price, Attitude Attract Teens to Restaurants
  • Experimentation and Self-Image Concerns Drive Personal Care
  • Spending
  • Teenage Girls Big Consumers of Beauty Products
  • Teens Seek Self-Expression Through Hair Styles, Colors
  • Teens Experiment with Cosmetics
  • Teens Choose from Traditional and New, Fun Products
  • Preferred Cosmetic and Beauty Brands
  • Bath and Shower Products Popular
  • Skincare Important to Teen Grooming
  • Teens Love New Nail Products
  • Glitter, Temporary Tattoos, and Other Adornments
  • Fragrances Popular with Teenage Girls
  • Despite Cancer Warnings, Tanning Is Hot
  • Teens Enjoy Decorating Their Rooms
  • Teens Love to Give Gifts

At The Retail Level

  • Teens Most Likely to Make Purchases at Convenience Stores, Grocery Stores
  • But Mall Still Rules as Teen "Town Square"
  • Teens Spend About $35 Per Shopping Trip
  • Retail Stores Favored by Teens
  • Teens Shop for Cosmetics at Drug Chains, Discount Stores
  • But Teens Appreciate Boutique Atmosphere
  • Freshness, Excitement Are Most Important Retail Factors
  • Teen-Friendly Environment Also Very Important
  • Price Not as Important as Other Factors
  • Special Teen Departments Welcome Young Shoppers
  • Experimenting Teens Appreciate Being Able to Try It On, Bring It Back
  • Gadzooks Appeals to Teen Shoppers with Ever-Changing Merchandise
  • Old Navy a Hit with Teens
  • Mr Rags Uses Fresh Designs to Lure Teens
  • Catalogs Catching On

V TEEN USE OF MEDIA

Overview

  • Teens Products of Media-Saturated Culture
  • Teen Consumers Rely on Media Information

Television

  • TV Rules as Top Teen Media
  • But Teens Watch Less TV Than Previous Generations
  • 36% of Teens Watch 10 or More Hours Per Week
  • More Teen Programs Attract More Teen Viewers
  • Teens Are Selective Viewers
  • Younger Networks Offer Top Teen Programming
  • On Cable, MTV Is Made for Teens
  • Teens, Adults Share Viewing Times
  • Teens Open to New Viewing Technologies

Radio

  • Teens Like to Listen
  • Teens Devote One-Fourth of Daily Media Attention to Radio
  • Streaming Delivers Radio to Techno-Friendly Teens Via Internet
  • Alternative Radio Popular with Teens
  • "Urban" Music Crosses Racial Lines
  • Other Teen Format, Listening Preferences

Print

  • Teens Love to Read Magazines
  • Seventeen, YM Among Teen Favorites
  • Seventeen Is Clear Leader Among Female Teens
  • "Big Three" Also Include YM and Teen
  • New Kids on the Block Include Teen People, Jump, Twist
  • Teen Magazines Continue to Focus on Fashion, Attractiveness
  • SPIN, Rolling Stone Dominate Music Magazines
  • "Urban Lifestyle" Magazines Gaining in Popularity
  • Specialty Magazines Also Popular
  • Few Teens Read Newspapers

Electronic Media

  • "Alternative" Media Is Mainstream to Teens
  • Almost All Teens Are Computer Friendly
  • Teen Use of Internet Increasing Dramatically
  • Computers Cut into TV-Viewing, Other Media
  • Teens See Internet as Communications Tool
  • Chatting and Surfing Are Favorite Online Activities
  • Teen-Oriented Websites Booming
  • E-Zines, Other Internet Media Gaining Popularity

VI MARKETING TO TEENS

Overview: Understanding the Teen Audience

  • Today's Young People Are Independent, Optimistic, and Well-Meaning
  • Teens Worldwide Share Similar Values
  • Individual Expression and Cultural Differences Respected
  • But Subgroups Extremely Fragmented
  • Teenage Research Unlimited Defines Four Subgroups
  • Teens Segmented by Age, Life Stage
  • Younger Teens Emerging from Childhood
  • Older Teens Looking Towards Adulthood
  • Diversity Means Teens Have Open Minds
  • Peer Pressure Powerful Despite Appreciation of Individualism
  • Teens Today Think Differently
  • Teens Want to Be Heard
  • Teens Eager Consumers, But Anti-Consumerism Backlash Possible
  • Independent Teens Will Discover Own Trends

Teens and Advertising

  • Sophisticated Teens Are Media-Savvy
  • Teens Cite Advertising as Influential
  • Teens Want Honesty, Authenticity
  • Teens Want Straight-Forwardness, Quality
  • Teens Process Information and Imagery Faster
  • Teens Experts at Simplifying Complicated Messages
  • Teens Have Shorter Attention Spans
  • Teens Demand Freshness, Hate Being Bored
  • Teens Appreciate Advertising as Form of Popular Culture
  • Teens Have Favorite Ads
  • Successful Teen Ads Employ Humor
  • Teens Like Ads That Tell a Story
  • Teens Like Technological Wizardry, Excitement
  • Teens Want to Know Why to Buy
  • "Edgy" Ads Capture Teens' Attention
  • Teen Turn-Offs: Ads That Are "Dumb" or Try Too Hard
  • "Cool": Only Teens Can Bestow Midas Term
  • When It's Hip to Be Square
  • Teens Especially Brand Sensitive
  • Contradictory Teens Want Brands to Serve as Items of Individual
  • Expression
  • Teens Establish Brand Loyalties Early On
  • "Paradigm Shift" in Teen Marketing Attitude
  • Appropriateness of Advertising
  • School-Based Advertising Draws Fire from Parents
  • Motorola Pager Marketing Upsets Educators
  • Hilfiger Rumors Illustrate Teen Sensitivity to Racism and Power of the
  • Internet

Advertising Fundamentals

  • Rule Number One: Be Real (Know Yourself)
  • Rule Number Two: Be a Good Listener (Know Your Audience)
  • Rule Number Three: Don't Be Boring!
  • Rule Number Four: Lighten Up!
  • Rule Number Five: Use Music Appealing to Teens
  • Rule Number Six: Address Life Stages, Not Current Trends
  • Rule Number Seven: Be Eco- and People-Friendly
  • Rule Number Eight: Don't Be Sexist, Racist, or Too Politically Correct
  • Rule Number Nine: Take Irreverent Approach to Traditional Values
  • Rule Number Ten: Grab Attention Right Away

Use of Language When Marketing to Teens

  • Teen Slang Ever-Changing, Colorful
  • Slang Allows Teens to Create Own World
  • But Marketers Should Avoid Its Use

Use of Celebrities When Marketing to Teens

  • Entertainment, Sports Celebrities Are Favorites
  • Use of Celebrities No Guarantee
  • Overuse of Sports Endorsements Spurs Athletic Shoe Marketing Shift
  • Successful Use of Celebrities for Milk, Backpacks

Public Relations and Promotions Strategies

  • Multi-Media Approaches Work Well
  • MTV Generates Interactive Campaigns
  • Slurpee Utilizes MTV to Establish Coolness
  • Coke Uses Integrated Effort to Boost Sales
  • Partnership Programs Include Teens
  • Event Sponsorships Effective
  • Lilith Fair Tour Attracts Sponsors Targeting Teen Girls
  • Cover Girl Takes Different Approaches
  • Free Samples, Giveaways Allow Teens to Try New Products
  • Catalogs Catching On

VII EXAMPLES OF CAMPAIGNS AND STRATEGIES TARGETED TO TEENS

Food and Beverages

  • Taco Scores with Humor
  • Burger King Gets Enough Love
  • Coke Card Promotion Uses New Technology, Offers Instant
  • Gratification
  • Mountain Dew Does It Right with Teens
  • Reese's Appeals to Optimists and Pessimists
  • Doritos Uses Slang to Promote Low-Fat Snacks
  • Kellogg Knows Teens—And Moms—Have No Time to Bake
  • Kellogg Boosts Teen Appeal with Hanson Endorsement

Clothing, Footwear, and Accessories

  • Levi's Aims to Recapture Teen Market
  • Together Forever: Jordache Stresses Relationships
  • Lee Targets Teens with "Tough" Buddy Lee Character
  • Revolt Banks on Adolescent Tendency to Rebel
  • Gap Establishes Mood to Market Teen Fashions
  • Tommy Hilfiger: The All-American Brand
  • Been There, Done That: Nike Shifts Gears
  • FILA Moves Off the Court
  • Steve Madden Reaches Out Through Toll-Free Line
  • Quiksilver Roxy Catches Wave, Surfs to Success
  • Casio's G-Shock Ads Offer Try-On Cut-Out
  • Claire's Employs Irreverent Storylines When Marketing Accessories
  • TJ Maxx Pokes Fun at Generation Gap
  • Delia's Uses Internet, Magazines to Advertise Its Catalogs

Cosmetics and Personal Care Products

  • Color, Whimsy Brighten fetish Cosmetic Ads
  • We Are Grrrrls: Bonne Bell Highlights Girl Power
  • jane by Sassaby Expresses Confidence
  • Sally Hansen Uses Bright Colors, Information to Attract Teens
  • Neutrogena Uses Simple, Bold Colors to Advertise Cleansing Products
  • Unisex Calvin Klein Perfume Uses Simple Approach
  • Always Addresses Teen Girls' Insecurities
  • While Tampax Offers Helpful Information
  • Schick Uses Humor with Razor's Edge

Leisure and Recreational Products

  • MTV Pokes Fun at Piercing
  • MTV Pager Network Targets Teens
  • Quirky Humor Gives Channel One Ads a Bite
  • NBC Promotes "Toon-less" Saturdays to Teens
  • Motorola Uses Multiple Tactics to Promote Pagers
  • Sony PlayStation, Polaroid Capitalize on Spice Girls
  • Goody's Offers Fan Info

APPENDIX I: EXAMPLES OF ADVERTISING AND PROMOTIONS

APPENDIX II: ADDRESSES OF SELECTED MARKETERS
AND RESOURCES

Abstract:

The U.S. population segment of 12-to 19-year olds currently numbers more than 30 million and is projected to reach nearly 34 million by 2005, making teens one of the most lucrative U.S. consumer markets ever. This Packaged Facts study covers today's complex crop of teens from every conceivable angle, covering demographics, market size, teens as consumers, teen media consumption and marketing strategies and campaigns aimed at teens.

Get full details about this report >

800.298.5294
Int'l: +1.240.747.3095
Buy this report >
Price and Delivery Options
Search Inside Report
Packaged Facts provides industry research reports, trend analysis and forecasts in consumer goods, food and beverage, pet products, financial services and personal care markets.
Copyright © 2014 Packaged Facts. All Rights Reserved.
A division of MarketResearch.com
4/20/2014 - 40
Contact Us: 800.298.5294 (U.S.)
or +1.240.747.3095 (Int'l)
Hours: Monday - Thursday: 5:30am - 6:30pm EST
Fridays: 5:30am - 5:30pm EST