The New Teens Market

Published: Apr 1, 1995 - 110 Pages

Table of Contents:

Introduction

  • Market Overview
    • The New Teens: The Biggest Group of Trendsetters Yet

I. Demographics

    • [Graphic] Estimated Population of 12- to 19-Year-Olds: 1995-2015
  • Population
    • More Than 29 Million Teens 12-19
    • [Table] Estimated Population of 12- to 19-Year-Olds: 1995-2015
    • Teen Population Growing at Twice the Rate of U.S. Overall
    • Teens Will Reach Nearly 35 Million in 2010
    • 1995 is Year Four of a 20-Year Wave
    • Males Outnumber Females to Age 24
    • [Table] Share of Teen Population: By Gender
    • Teen Market Generally Divided into Two Age Groups
    • More Than 15 Million Teens 12-15
    • Another 14 Million Teens 16-19
    • [Table] Estimated Population of 12- to 19-Year-Olds by Age: 1995
    • Teens Reflect United States' Growing Diversity
    • [Graphic] Share of Population: By Race
    • Regional Distribution of Teens
    • [Graphic] Share of Population: By Census Region
    • Half of All Teens Live in Suburbs
    • [Graphic] Share of Teen Population: By Locality
  • Family Status
    • Households with Children Account for Declining Share of All Households
    • Most Teens Live in Households Headed by Married Couple
    • Most Teens Have One or Two Siblings at Home
    • Three-Fourths of Teens Have Mothers in Workforce
  • Economic Status
    • More Than Half of Teens Live in Middle-to- Upper-Income Households
    • [Table] Teen Household Income (1992)
    • Yet Nearly One-Fourth of Teens Live in Poverty
    • Income Higher for Two-Parent Families
  • Income
    • Teens' Income Varies by Age, Averages $70 Per Week
    • Teens Derive Income from Three Sources
    • [Table] Sources of Teen Income
    • Although Sources Vary, Boys Generally Make More
    • About 14% of Teens Work Full-Time
    • About 70% of Teens Work Part-time
    • Less Than 30% of Teens Receive a Weekly Allowance
    • Gifts Contribute Nearly 14% of Income
    • Virtually All of Teens' Income Is Discretionary
    • Yet Teens Are Responsible with Their Money
    • [Graphic] What Teens Do with Their Money
    • More Than 70% Have a Savings Account
    • Older Teens Have Checking Accounts
    • Teens Acquire Credit Early
  • Education
    • Getting an Education Is Important to Most Teens
    • Today's Teens Take Their Studies Seriously
    • Teens Have More Years of Formal Education
    • College Enrollments Up
    • Yet Financial Realities Limit Dreams of Many Teens
    • Career Choices Favored by Teens
  • Issues Important to Teens
    • Teens Are Independent and Responsible
    • Teens See Themselves Very Positively
    • Experimentation Still Essential to Teen Years
    • Liberal Parents Leave Teens Little to Rebel Against
    • Some Milestones Important to Teens of All Generations
    • Teens Value Their Families
    • Peer Pressure Strong But Also Lessons with Age
    • Teens Care About the World at Large
    • Environment Tops Teens' Social Concerns
    • Teens Also Express Economic Concerns
    • Teens Generally Optimistic About Their Own Economic Prospects
    • Yet Observers Predict Economic Problems for This Generation
    • AIDS, Other Concerns Trouble Teens
    • Teens at Home with Racial, Cultural Diversity
    • The Emergence of a Global Teen Culture
    • Teens Cover the Political Spectrum, But Relatively Few Are Active
    • [Table] Political Views of Incoming Freshmen: 1994
    • Teen Market Constantly Changing

II. The Market

    • [Graphic] Projected Growth of Aggregate Teen Income: 1995-2000
  • Market Size and Growth
    • Teen Market Estimated at $106 Billion
    • Market Growing with Teen Population
    • Teen Purchasing Power Estimated at $138 Billion
    • Teens Influence $200-$300 Billion in Spending Each Year
    • Teens Spend Heavily on Clothing, Entertainment, Food, and Personal Care Products
    • [Table] Teen Spending by Category: 1995
    • Clothing a Major Teen Expenditure
    • [Table] Teen Annual Clothing Expenditures: By Clothing Type
    • Entertainment a Big Spending Category for Teens
    • [Table] Teen Annual Entertainment Expenditures: By Type
    • Teens Buy Lots of Fast Food and Groceries
    • [Table] Teen Annual Expenditures on Food Away from Home: By Type
    • Personal Care Products Important to Teens
    • Teens Big Purchasers of Sports Supplies
    • Teens Buy Plenty of Books and Magazines
    • "Other" Category Amounts to $11.4 Billion
    • Teens Are Big Electronics Users
    • 41% of Teens Own Vehicles
    • Teens Influence Family Spending on Big Items
    • And Influence Everyday Spending, as Well
    • Today's Teens, Tomorrow's Adults

III. Teens as Consumers

  • Teen Shopping Patterns
    • Note: Lisa Frank Study Is Major Data Source
    • Teens Have Been Shopping All Their Lives
    • Majority of Teens Shop for Family as Well as Self
    • Teens Love to Shop
    • [Table] Teen Shopping Trips with Family, Friends, and Self
    • Teens Shop Most Often with Parents
    • But Have More Fun Shopping with Friends
    • Teens Are Brand Conscious
    • Teen Brand-Loyalty Subject to Dispute
    • But Teens Weigh Other Factors Besides Brand
    • [Table] Kids' Value Equation
    • Teens Extremely Value Conscious
    • Teens Generous Gift-Givers
    • When Teens Buy on Impulse
    • [Table] Why Teens Buy on Impulse: By Product Category
  • Teen Spending Patterns
    • Profile of Teen Spending Patterns
    • What Teens Wear
    • What Teens Eat and Drink
    • What Teens Listen To
    • Movies Teens Loved
    • What Teens Put on Their Face and Hair
    • Recreational Activities Favored by Teens
  • At the Retail Level
    • Teens Spend $30-$40 per Shopping Trip
    • Teens Frequent All Types of Stores
    • But Frequently Feel Mistreated by Retailers
    • Savvy Retailers Changing Their Tune
    • Price, Quality, Style, and Selection Top List of Criteria Teens Look for at Retail
    • [Table] Criteria Teens Look for in a Store
    • Discount Stores Score Highest Across Wide Range of Shopping Criteria
    • [Table] Where Teens Shop
    • Teens Prefer Specialty or Department Stores for Clothing Purchases
    • [Table] Where Teens Shop for Apparel
    • Teens Prefer Discount Stores for Accessories, HBC, Entertainment Items, and School Supplies
    • Department Stores Generally Not a Choice for Teen Cosmetics and Personal Care Products
    • [Table] Where Teens Shop for HBC
    • Teens Shop Discount Stores for Majority of School Supplies
    • [Table] Where Teens Shop for School Supplies
    • Teens Prefer Discount Stores, Specialty Stores for Entertainment Items
    • Teens Experimenting with Off-Price and Outlet Stores; Don't Shop Catalogues
    • Express Understands Teen Girls
    • Urban Outfitters Creates Retailing Excitement
    • Teens a New Frontier for Food Stores
    • Teens Suggest Special Retail Programs

IV. Teen Media

  • Television
    • Teens Watch Less Television Than Younger Kids
    • Teens Use Television Selectively, as Cultural Touchstone
    • Teen Viewing Is Fragmented
    • Fox Is Number-One Network Among Younger Viewers
    • MTV Maintains Popularity Among Teenagers
    • Other Cable Channels Popular with Teens
    • Homes with Teens More Likely to Subscribe to Premium Cable Services
    • Cable Industry Urged to Redress Wrongs to Teens
    • Teens Watch TV When Adults Do
    • Television Shows Popular with Teens
    • Beverly Hills 90210 Attracts Younger Crowd
    • NBC Makes a Bid for Teens on Saturday Mornings
  • Radio
    • Radio Nearly as Popular Among Teens as Television
    • Radio Can Match Teens' Eclectic Tastes
    • Radio Portable, Goes Where Teens Go
    • Radio an Intimate Medium
    • Teens Listen to a Wide Variety of Formats
    • Demographics Provide Greater Insight to Format Preferences
    • Rap, Hip-Hop Cross Racial Lines
  • Print
    • Publishers Flock to Teen Market
    • Are Teens Ready for a Unisex Magazine?
    • Teen Magazines Target a Narrow Age Span
    • Majority of Teens Read Magazines
    • Seventeen, YM, Sassy, and Teen Compete for Female Readers
    • Seventeen the Vogue of the Youth Market
    • YM Steers Away From "Teen" Moniker
    • Ad Competition Can Come Down to Positioning
    • Teen's Younger Audience Not Obvious from Cover
    • Rolling Stone Keeps Pace with New Generation of Readers
    • SPIN Cuts New Turf on Rolling Stone Territory
    • YSB Appeals to African-Americans of Both Sexes
    • GamePro Targets Videogame Aficionados
    • Many Mags Launched, Few Chosen
    • Tell Becomes an Annual
    • Mouth2Mouth Illustrates Perils of Market
    • Comic Books the New Frontier?
    • Newspapers Not a Big Factor in Teen Marketing
  • Alternative Media
    • New Media Not "Alternative" to Teens
    • Marketers Already Targeting Teens
    • Advertisers Use High-Tech Venues to Reach Teens
    • Place-Based Advertising to Teens
    • College Television Network Reaches Older Teens on 225 Campuses
    • "Digizines" Another New Media Development

V. Marketing to Teens

  • Marketing Fundamentals
    • A Global Teen Culture
    • With Respect for Individual Differences
    • Size, Diversity, and "Demographic Density" of Teens Create Many Market Niches
    • Younger Teens Passing Through Puberty
    • Older Teens Preparing for College
    • Teens Very Media Sophisticated
    • "Gee-Whiz" Advertising Doesn't Cut It
    • Teens Able to Process Images and Information at a Faster Rate
    • Teens Prefer Advertisements that Tell a Story
    • Humor the Number-One Criteria in Advertising Targeted to Teens
    • Teens Also Appreciate Technological Sophistication and Special Effects
    • Teens Want to Know Why
    • Teens Have Keen Ear for Phoniness
    • Not Everything Has to Be Cool
    • Teens Establish Brand Loyalties Early
    • If Teens Adopt a Brand, They Will Make It Newsworthy
    • Cause-Related Marketing Effective with Teenagers
    • Teens Appreciate Advertising as Form of Popular Culture
  • Use of Language When Marketing to Teens
    • "Slanguage" Colorful, Appealing, and for Kids Only
    • Slanguage Is Last Domain of Rebellion-Driven Teens
    • Silly Adult, Slanguage Is For Kids
  • Use of Celebrities When Marketing to Teens
    • Teens Have Own Spokespeople
    • Sports, Sport Celebrities Big with Teens
    • But Spokesperson Alone No Guarantee
    • With Research, Marketers Can Launch Products and Celebrities Simultaneously
  • Advertising and Promotion Strategies
    • Rule Number One: Be Real (Know Yourself)
    • Rule Number Two: Do Your Homework (Know Your Audience)
    • Rule Number Three: Don't Take Yourself Too Seriously
    • Rule Number Four: Have Fun
    • Rule Number Five: Be Nice to Mother Nature
    • Rule Number Six: Do Not Be Sexist, Racist— and Don't Be Politically Correct Either
    • Rule Number Seven: Take Irreverent Approach to Traditional Values
  • Public Relations Strategies
    • Event Sponsorship a Good Way to Reach Teens
    • Event Marketing Combines Fun, Chance to Try New Products
    • Campus Tours Big with College Crowd
    • Events Bring Marketers to Teens' Turf for Specialized Communication

VI. Examples of Campaigns and Strategies Targeted to Teens

  • Fast Food
    • Fast Food Restaurants Compete for Teens
    • Taco Bell Ads Targeted Teens Correctly
    • Little Caesar's Makes a Big Deal Out of a Buck
    • Domino's Pizza Also Has Zany Appeal
    • Diversity a Plus in McDonald's Commercials
    • Burger King's New Ads Strike Right Chord
  • Beverages
    • Beverage Makers Target Teens—Especially Males
    • Coca-Cola and Pepsi Lead the Soft Drink Wars, Battle It Out in Advertising
    • Pepsi Leverages Appeal of Shaquille
    • Coca-Cola Popular But Current Advertising Needs Boost
    • Coca-Cola's OK Apparently Not OK
    • Sprite Advertising Targets Teens Effectively
    • Diet Coke Commercial a Hit with Teenage Girls
    • "Edginess" of Diet Coke Spot Appropriate to Today's Teens
    • Coca-Cola Also Scores with PowerAde Spots
    • Snapple, Fruitopia Appeal to Health-Minded Teens
  • Clothing and Footwear
    • Levi's Still the Basic Wardrobe Building Block
    • Lee Another Century-Old Brand with Updated Look
    • Arizona Jeans Spot Targets Teens
    • Other Jeans Marketers' Ads Play on Sex
    • Nike Is Premier Teen Athletic Shoe
    • Reebok Targets Teens with Values Advertising
    • Other Athletic Shoe Marketers Trying for Piece of the Action
    • Fila Ads Change the Game
    • Converse Takes Double-Edged Approach
    • Timberland: Selflessness Sells
    • Other Shoe Marketers Combine Work/Play in Their Advertising
    • "Attitude" Clothing
  • Personal Care Products
    • Teens Spend a Lot on Personal Care
    • Acne a Traditional Concern of Teens
    • Clearasil Scores with "Mean" TV Spot
    • Johnson's Clean & Clear Uses Humor to Make Point
    • Buf-Puf Uses Wordless Humor to Make Same Point
    • Using Present-Day Concerns to Prepare Teens for "Lifetime of Beautiful Skin"
    • Humor Also Sells Maxi-Pads
    • Tampax Takes Comfortable Lifestyle Approach
    • Personal Care Marketing Not Just for Girls
    • Contact Lens Makers Target Teens
    • Sassaby Does Everything Right with jane Line
  • Electronics and Leisure Items
    • Print Is Medium of Choice for Most Electronics Marketers
    • Ads for Videogames Look Like the Games Themselves
    • Apple Targets Teens on MTV
    • Video Makers and Retailers Also Targeting Teens
    • Trading Card Marketers Also Advertise in Videogame Mags and Comic Books
  • Credit Cards and Long-Distance Services
    • Credit Card Companies Try to Hook Teens Early
    • MasterCard Advises Teens "You're Never Too Young to Slap Plastic"
    • Citibank Is "Looking Out for" Teens
    • AT&T and MCI in Hand-to-Hand Combat Over Teens
  • Automobiles
    • Auto Companies Begin to Look to Teens
    • Ford Gets Uneven Results from Youth Council
    • Chrysler Scores with Neon
    • Geo Takes a Low-Key Approach
    • Other GM Divisions Targeting Teens, Too
    • GM's Sunfire a More Affordable Sports Car
    • Toyota, Too, Going for Young People
  • Cause-Related Marketing
    • Marketers Tap Teens' Sensitivity to Causes
    • Nissan's Commitment to Minorities
    • McDonald's Ads Support Black History Month
    • Warner Bros. Supports Literacy

Appendix: Examples of Consumer Advertising and Promotions

Abstract:

This report covers the population segment of 12- to 19-year-olds. Covers the market from both demographic and marketing viewpoints. Examines demographics (size of population, family status, economic status, income, education, and social issues), the market, teens as consumers including spending patterns in major product categories and preferences in retail shopping venues, teens and media (television, radio, print, and alternative), marketing to teens from marketing fundamentals to use of language, and examples of campaigns and strategies targeted to teens.

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