The Teens Market in the U.S.

Jun 1, 2007
238 Pages - Pub ID: LA1493744
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The Teens Market in the U.S.


The Teens Market in the U.S., a new Packaged Facts report, provides a comprehensive analysis of the consumer behavior of the 26 million 12- to 17-year-olds who comprise the teens market. With an aggregate income of $80 billion, teenage consumers represent an important consumer segment in their own right. Moreover, parents spend another $110 billion on teens in key consumer categories such as apparel, food, personal care items, and entertainment.

Twenty-first-century teens are among the first Americans to grow up using computers and engaging with the Internet as part of their everyday routine. The report demonstrates how teens are on the cutting edge of the media revolution now underway in the American consumer economy and highlights what marketers can do to attract the attention of the important teens market both now and in the future.

The Teens Market in the U.S. begins with an assessment of the teenage market size and growth, and a demographic profile of teenage consumers. The next section of the report focuses on how teens spend their time, beginning with their involvement with computers and the Internet. The report continues with an in-depth look at how social networking sites have changed how teens relate to their friends and the world at large. There is a separate chapter on the leisure and entertainment choices of teens, including books, video games, music, watching movies at home, and going out to live entertainment events, the movies, and restaurants. An analysis of teenage consumers' media consumption includes an assessment of trends affecting magazine readership, the effect of multitasking on television viewing, and the impact of the Internet on traditional media usage.

The next section of the report analyzes how teenage consumers spend their money. This includes chapters on the sources of teens’ income; their shopping behavior and buying patterns, both in stores and online; and highlights of consumer behavior in fashion, personal care, and food.

The Teens Market in the U.S. concludes with a section analyzing emerging trends in the teens market. A chapter on advertising and marketing approaches highlights the impact of social networking sites on marketing to teens today, while another chapter provides an overview of strategic trends and marketing opportunities in the teens market.

Report Methodology


The information in The Teens Market in the U.S. is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in teen market research. The report features unique analysis based on the Simmons Market Research Bureau Fall 2006 National Consumer Survey and Fall 2006 Teen National Consumer Survey. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors


Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

How You Will Benefit from this Report


If your company is interested in understanding and reaching the teenage market, you will find this report invaluable, as it provides a comprehensive package of information and insight about teenage consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of teenage market. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence teenage consumer behavior. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

The Teens Market in the U.S. Will Help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for teen products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the teenage population.
  • Advertising agencies to develop messages and images that compel teen (or their parents) to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
  • Introduction
    • Background
    • Overview of Report

  • Scope and Methodology
    • Scope of Report
    • Methodology

  • Market Overview
    • Teen Population Tops 25 Million
    • Teens Become Smaller Part of U.S. Population
    • Teens' Income Totals $80 Billion
    • Family Expenditures on Teens Approach $110 Billion
    • Aggregate Income of Teens Will Reach $118 Billion in 2011
    • Family Expenditures on Teens Will Experience Slow Growth

    • Demographic Profile of the Teen Population
    • Boys Predominate in Teen Population
    • Multicultural Teens Have Growing Impact on Teens Market
    • Teens Less Likely to Be Found in Very Large Metro Areas
    • Most Teens Live in Traditional Families

  • Teens Online
    • Digital Divide Narrows for Teens
    • Few Teens Untouched by the Internet
    • Most Teens Have High-Speed Internet Access
    • Girls Go Online More Often and for Longer Times at Home
    • Teen Boys More Likely than Girls to Visit Many Websites
    • Online Activities Vary by Age and Gender
    • Social Networking Sites Change Online Behavior of Teens

  • The Social World of Teens—Online and Offline
    • School Remains the Focus for Teens
    • Girls More Social than Boys in Teen Years
    • Internet Changes the Social World of Teens
    • Social Networking Sites Become Focus of Teen Social Life
    • MySpace Retains Top Spot for Teens
    • Many Parents Monitor Online Socializing by Teens
    • Cell Phones Play Major Role in Social Lives of Teens

  • Leisure and Entertainment Choices
    • Computers Compete with Sports for Teens’ Attention
    • Digital Photography Captures Teen Girls’ Interest
    • Older Teens Regain Interest in Books as College Approaches
    • Teen Boys’ Attachment to Video Games Falls Off at Age 15
    • Music Defines Lives of Many Teens
    • MP3 Players More Common among Affluent and White Teens
    • DVD Players Common
    • Nearly All Teens Go to the Movies
    • Teens Eat Out Often

  • Teens and the Media
    • Magazines Get More Attention from Teen Girls
    • Newspaper Readership Tied to Affluence
    • Television Remains Dominant Medium Even for Multitasking Teens
    • Involvement with TV Transcends Income of Teens’ Families
    • Fox and MTV at Top of Teens’ List of TV Choices
    • Teens Tune In to Radio
    • Internet Fails to Affect Traditional Media Usage of Most Teens
    • Online Versions of Traditional Media Relatively Unnoticed by Teens

  • Financial Profile of Teen Consumers
    • Four out of Ten Teens Live in Household with Income of $75,000 or More
    • Teens in Affluent Households More Careful about Money
    • Teens Like to Save
    • Many Teens Have a Bank Account
    • Teens Generate Income from Variety of Sources
    • Teens Income Quantified

  • Shopping Behavior and Buying Patterns of Teens
    • Shopping Malls Universal Experience for Teen Girls
    • Older Teen Girls Most Likely to Make Purchases
    • Teens Want the “Best Deal”
    • Peer Pressure a Factor in Buying Decisions of Younger Teen Girls
    • Teens Most Likely to Spend Money on Clothing and Movies
    • Younger Teen Girls Turn to Catalogs, Older Teens Buy Online
    • Books, Music, Videos, and Apparel Top List of Teens’ Internet Purchases
    • Household Income Major Factor in Heavy Internet Spending

  • Highlights of Consumer Behavior of Teens
    • Keeping up with Trends Most Important to Younger Teen Girls
    • Interest in Looking “Glamorous” Recedes as Teen Girls Get Older
    • Girls Prefer Quantity over Quality in Clothes
    • Sneakers and Athletic Shoes Maintain Hold on Teen Consumers
    • Use of Personal-Care Products Increases with Age
    • Eating Part of Emotional Profile of Many Teen Girls
    • Most Teens See Value of Healthy Eating

  • Marketing and Advertising Approaches
    • Younger Teens More Susceptible to Ads
    • Teens Most Likely to See Food Ads on TV
    • Marketers Leverage Social Networking Sites to Make Connections with Teens
    • Marketers Reach out to Teens on Their Cell Phones

  • Trends and Opportunities
    • Internet Generation Transforms Teens Market
    • Teens Market Becomes a Laboratory to Test New Marketing and Media Models
    • Research Challenges Stereotype of Multitasking Teen
    • Teens Still Live in Offline World
    • Teen Consumers Seen as Becoming More Sophisticated
    • Teens Represent Major Opportunities for Marketers
    • Teens Continue to Offer Opportunities for Advertisers Using Traditional
    • Media

Section 1 Overview
Chapter 2 Market Overview

  • Size and Growth of the Teens Market
    • Defining the Teens Market
    • Teen Population Tops 25 Million
    • Table 2-1: Size of Teen Population by Single Year of Age, 2006
    • Teens Become Smaller Part of U.S. Population
    • Table 2-2: Population Trends in the 14- to 17-Year-Old Age Group, 1980-2015
    • Table 2-3: Projected Growth in the Teens Population by Age Group, 2006 vs. 2011
    • Teens' Income Totals $80 Billion
    • Table 2-4: Aggregate Income of 12- to 17-Year-Olds by Age Group, 2006
    • Family Expenditures on Teens Approach $110 Billion
    • Table 2-5: Average Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds, by Percent of Total for Each Age Group, 2006
    • Table 2-6: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds, by Percent of Total for Each Age Group, 2006
    • Table 2-7: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds, by Age Group, 2006
    • Aggregate Income of Teens Will Reach $118 Billion in 2011
    • Table 2-8: Projected Growth in Aggregate Income of 12- to 14-Year-Olds, 2006-2011
    • Table 2-9: Projected Growth in Aggregate Income of 15- to 17-Year-Olds, 2006-2011
    • Table 2-10: Projected Growth in Aggregate Income of 12- to 17-Year-Olds, 2006-2011
    • Family Expenditures on Teens Will Experience Slow Growth
    • Table 2-11: Projected Growth in Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 12- to 17-Year-Olds, 2006-2011

Chapter 3 Demographic Profile of the Teen Population

  • Overview
    • Boys Predominate in Teen Population
    • Table 3-1: Percent of Males and Females by Selected Age Groups, 2005 Multicultural Teens Have Growing Impact on Teens Market
    • Table 3-2: Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2005
    • Table 3-3: Race and Hispanic Origin of 12- to 17-Year-Olds- by Age Group, 2006
    • Figure 3-1: Non-Hispanic Whites as Percent of 14- to 17-Year-Olds, 1990-2015
    • Teens Less Likely to Be Found in Very Large Metro Areas
    • Table 3-4: Place of Residence of 12- to 17-Year-Olds by Size of
    • Metropolitan Area

  • The Family Environment of Teens
    • Most Teens Live in Traditional Families
    • Table 3-5: Living Arrangements of 12- to 17-Year-Olds, 2006
    • Table 3-6: Living Arrangements of 12- to 17-Year-Olds by Race and Hispanic Origin, 2006
    • Seven Million Teens Have No Sibling at Home
    • Table 3-7: Size of the Families of 12- to 17-Year-Olds
    • Most Teens Express Positive Feelings about Their Parents
    • Table 3-8: Attitudes toward Parents and Family, 12- to 17-Year-Olds by Gender and Age Group
    • Table 3-9: Percent of 12- to 17-Year-Olds Who Like Spending Time with
    • Their Families, 2006

Section 2 How Teens Spend Their Time
Chapter 4 Teens Online

  • Teens and Computers
    • Digital Divide Narrows for Teens
    • Table 4-1: Access to and Use of Personal Computers by 12- to 17-Year-Olds by Demographic Characteristic
    • Boys Play Computer Games, Girls Send E-Mail
    • Table 4-2: Use of Personal Computers by 12- to 17-Year-Olds by Age Group and Gender

  • Teens and the Internet
    • Few Teens Untouched by Internet
    • Table 4-3: Impact of the Internet, 12- to 17-Year-Olds by Age Group and Gender
    • Most Teens Have High-Speed Internet Access
    • Table 4-4: Accessing the Internet, 12- to 17-Year-Olds by Age Group and Gender
    • Girls Go Online More Often and for Longer Times at Home
    • Table 4-5: Frequency and Length of Use of the Internet at Home by 12- to 17-Year-Olds by Age Group and Gender
    • Table 4-6: Frequency and Length of Use of the Internet in Other Places by 12- to 17-Year-Olds by Age Group and Gender
    • Teen Boys More Likely than Girls to Visit Many Websites
    • Table 4-7: Number of Websites Visited in Last 7 Days, 12- to 17-Year-Olds by Age Group and Gender
    • Online Activities Vary by Age and Gender
    • Table 4-8: Online Activities in Last 30 Days of 12- to 17-Year-Olds by Age Group and Gender
    • Google, Yahoo, and MySpace Attract Teens Online
    • Table 4-9: Websites Visited in Last 30 Days by 12- to 14-Year-Olds by Gender
    • Table 4-10: Websites Visited in Last 30 Days by 15- to 17-Year-Olds by Gender
    • Social Networking Sites Change Online Behavior of Teens

Chapter 5 The Social World of Teens—Online and Offline

  • Teens at School
    • School Remains the Focus for Teens
    • Table 5-1: Grade of Enrollment of 12- to 17-Year-Olds by Single Year of Age, October2005
    • Girls More Likely to See Value of Hard Work in School
    • Table 5-2: Attitudes toward School and Success, 12- to 17-Year-Olds by Gender and Age Group

  • Teens and Their Friends
    • Girls More Social than Boys in Teen Years
    • Figure 5-1: Percent of 12- to 17-Year-Olds Who Enjoy Keeping in Touch with Their Friends by Age Group and Single Year of Age
    • Boys Want Girlfriends More than Girls Want Boyfriends
    • Table 5-3: Attitudes toward Friends, 12- to 17-Year-Olds by Gender and Age Group
    • Internet Changes the Social World of Teens
    • Table 5-4: Impact of Internet on Social Life, 12- to 17-Year-Olds by Gender and Age Group
    • Table 5-5: Impact of Internet on Social Life of 12- to 17-Year-Olds by Gender and Single Year of Age
    • Social Networking Sites Become Focus of Teen Social Life
    • Table 5-6: Online Social Networking Activities of 12- to 17-Year-Olds by Age Group and Gender and by Type of Activity
    • Table 5-7: Online Social Networking Activities of 12- to 17-Year-Olds by Gender and Single Year of Age and by Type of Activity
    • MySpace Retains Top Spot for Teens
    • Many Parents Monitor Online Socializing by Teens
    • Table 5-8: Percent of 12- to 17-Year-Olds Whose Parents Are Concerned about Who They Instant Message, 2006

  • Teens and Their Cell Phones
    • Cell Phones Play Major Role in Social Lives of Teens
    • Table 5-9: Ownership of Cell Phones by 12- to 17-Year-Olds by Age Group and Gender and by Brand
    • Table 5-10: Services Included on Cell Phones of 12- to 17-Year- Olds by Age Group and Gender and by Type of Service
    • Table 5-11: Amount of Last Monthly Bill of 12- to 17-Year-Old Owners of Cell Phones by Age Group and Gender
    • Table 5-12: Use of Telephone Credit Cards by 12- to 17-Year-Olds by Age Group and Gender and Type of Card

Chapter 6 Leisure and Entertainment Choices

  • Overview
    • Teens Would Rather Hang Out with Friends
    • Table 6-1: Spending Time, 12- to 17-Year-Olds by Age Group and Gender
    • Computers Compete with Sports for Teens’ Attention
    • Table 6-2: Attitudes toward Selected Leisure Activities, 12- to 17-Year-Olds by Age Group and Gender
    • Swimming Most Popular Sport
    • Table 6-3: Sports Most Popular with 12- to 17-Year-Olds by Age Group and Gender
    • Teen Girls Most Likely to Listen to Music in Spare Time, Boys Play Video Games
    • Table 6-4: Leisure Activities Done in Last 12 Months by 12- to 17-Year-Olds by Age Group and Gender
    • Digital Photography Captures Teen Girls’ Interest
    • Table 6-5: Ownership and Use of Cameras by 12- to 17-Year-Olds by Age Group and Gender and by Type of Camera

  • Reading Books
    • Older Teens Regain Interest in Books as College Approaches
    • Figure 6-1: Percent of 12- to 17-Year-Olds Reading Books Other than School Books by Gender and Single Year of Age
    • Literary Tastes Evolve
    • Table 6-6: Kind of Books Read by 12- to 17-Year-Olds by Age Group and Gender
    • Table 6-7: Types of Books Read by 12- to 17-Year-Old Boys by Age Group
    • Table 6-8: Types of Books Read by 12- to 17-Year-Old Girls by Age Group

  • Playing Video Games
    • Teen Boys’ Attachment to Video Games Falls Off at Age 15
    • Table 6-9: Percent of 12- to 17-Year-Olds Playing Video Games by Age
    • Group and Gender
    • Table 6-10: Attitudes toward Video Games, 12- to 17-Year-Olds by Age
    • Group and Gender
    • Table 6-11: Percent of 12- to 17-Year-Olds Playing Video Games by Gender and Single Year of Age
    • Many Younger Teen Boys Spend More Money on Video Games than Music or Movies
    • Table 6-12: Purchases of Video Games, 12- to 17-Year-Olds by Age Group and Gender
    • Table 6-13: Percent of 12- to 17-Year-Olds Owning or Playing Video Games by Age Group and Gender and by Brand of Video Game
    • Table 6-14: Types of Video Games Played by 12- to 17-Year-Old Boys by Age Group
    • Table 6-15: Types of Video Games Played by 12- to 17-Year-Old Girls by Age Group
    • Table 6-16: Number of Video Games Bought and Rented in last 12 Months by 12- to 17-Year-Olds by Age Group and Gender

  • Listening to Music
    • Music Defines Lives of Many Teens
    • Figure 6-2: Percent of 12- to 17-Year-Olds Saying “Music Is a Passion with
    • Me” by Gender and Single Year of Age
    • Table 6-17: Demographic Profile of Teen Music Lovers
    • Music Often Part of Background of Multitasking Teens
    • MP3 Players More Common among Affluent and White Teens
    • Table 6-18: Ownership of MP3/Digital Media Players by Age Group and Gender and by Brand
    • Table 6-19: Demographic Profile, 12- to 17-Year-Old Owners of MP3 Players vs. All 12- to17-Year-Olds
    • Older Audio Technologies Still Prevail
    • Table 6-20: Audio Equipment Owned by 12- to 17-Year-Olds by Age Group and Gender and by Type of Equipment
    • Many Teens Have Broad Musical Tastes
    • Table 6-21: Attitudes toward Music, 12- to 17-Year-Olds by Age Group and Gender
    • Hip Hop Remains at Top of Charts
    • Table 6-22: Favorite Types of Music of 12- to 17-Year-Olds
    • Music Preferences Vary Across Demographic Lines
    • Table 6-23: Favorite Types of Music of 12- to 17-Year-Old Boys by Age Group
    • Table 6-24: Favorite Types of Music of 12- to 17-Year-Old Girls by Age Group
    • Table 6-25: Favorite Types of Music of 12- to 17-Year-Old Boys by Race and Hispanic Origin
    • Table 6-26: Favorite Types of Music of 12- to 17-Year-Old Girls by Race and Hispanic Origin

  • Watching Movies at Home
    • DVD Players Common
    • Table 6-27: Demographic Profile, 12- to 17-Year-Old Owners of DVD
    • Players vs. All 12- to 17-Year-Olds
    • Teens Prefer to Watch Comedies and Action/Adventure Movies at Home
    • Table 6-28: Movie Genres Rented and Purchased on DVD by 12- to
    • 17-Year-Olds by Age Group and Gender

  • Going Out
    • Girls More Likely to Go Out a Lot
    • Figure 6-3: Percent of 12- to 17-Year-olds Who Say They Go Out a Lot, by Gender and Single year of Age
    • Concerts Most Popular Live Entertainment Event
    • Table 6-29: Live Entertainment Events Attended in Last 12 Months by
    • 12- to 17-Year-Olds by Age Group and Gender
    • Nearly All Teens Go to the Movies
    • Table 6-30: Movie Attendance of 12- to 17-Year-Olds by Age Group and Gender
    • Action/Adventure Films and Comedies Most Popular
    • Table 6-31: Movie Genres Seen in Theater by 12- to 17-Year-Olds by Age Group and Gender
    • Teens Eat Out Often
    • Table 6-32: Attitudes toward Eating Out, 12- to 17-Year-Olds by Age Group and Gender
    • Table 6-33: Percent of 12- to 17-Year-Olds Going to Family Restaurant by
    • Age Group and Gender and Name of Restaurant Chain
    • Fast Food Attracts Vast Majority of Teens
    • Table 6-34: Attitudes toward Fast Food, 12- to 17-Year-Olds by Age Group and Gender
    • Table 6-35: Percent of 12- to 17-Year-Olds Going to Fast Food and Drive-In Restaurants by Age Group and Gender and Name of Restaurant Chain
    • Girls More Likely to Be Frequent Visitors to Fast Food Restaurants
    • Table 6-36: Demographic Profile of 12- to 17-Year-Olds Who Visited
    • Fast-Food Restaurants 14 or More Times in Past 30 Days

Chapter 7 Teens and the Media

  • Print Media
    • Magazines Get More Attention from Teen Girls
    • Table 7-1: Magazines Popular with 12- to 17-Year-Old Girls by Age Group
    • Table 7-2: Magazines Popular with 12- to 17-Year-Old Boys by Age Group
    • Two Teen Magazines Shift to Online-Only Versions
    • Competition Heats Up for Teen Girl Magazines
    • Many Teens Complain Newspapers Are Boring
    • Table 7-3: Attitudes toward Newspapers, 12- to 17-Year-Olds by Age Group and Gender
    • Newspaper Readership Tied to Affluence
    • Table 7-4: Newspaper Readership by 12- to 17-Year-Olds by Age Group
    • and Gender
    • Table 7-5: Newspaper Readership by 12- to 17-Year-Olds by Household Income

  • Television and Radio
    • Television Remains Dominant Medium Even for Multitasking Teens
    • Involvement with TV Transcends Income of Teens’ Families
    • Table 7-6: Attitudes of 12- to 17-Year-Olds toward TV by Demographic Characteristic
    • Many Teens Want More TV Channels
    • Table 7-7: Attitudes toward Television Programming, 12- to 17-Year-Olds by Age Group and Gender
    • TV Dramas Top Choice of Teens
    • Table 7-8: Types of Television Shows Viewed by 12- to 17-Year-Olds by
    • Age Group and Gender
    • Fox at Top of Teens’ List of Broadcast Networks
    • Table 7-9: Net Audience of Broadcast Networks, 12- to 17-Year-Olds by Age Group and Gender
    • MTV Draws Most Teen Cable Viewers
    • Table 7-10: Cable TV Services Viewed by 12- to 17-Year-Olds
    • Viewing Choices of Teen Boys and Girls Differ Significantly
    • Table 7-11: Cable TV Services Watched by 12- to 17-Year-Old Boys by Age Group Table 7-12: Cable TV Services Watched by 12- to 17-Year-Old Girls by Age Group
    • Teens Tune In to Radio
    • Figure 7-1: Percent of Teens Listening to the Radio during Previous Week by Age Group and Gender
    • Radio Listening Habits Reflect Diversity of Teen Population
    • Table 7-13: Radio Formats Most Popular with 12- to 17-Year-Old Boys by Age Group
    • Table 7-14: Radio Formats Most Popular with 12- to 17-Year-Old Girls by Age Group
    • Table 7-15: Radio Formats Most Popular with 12- to 17-Year-Olds by Race and Hispanic Origin

  • Teens and Online Media
    • Internet Fails to Affect Traditional Media Usage of Most Teens
    • Table 7-16: Impact of Internet on Media Usage, 12- to 17-Year-Olds by Age Group and Gender
    • Online Versions of Traditional Media Relatively Unnoticed by Teens
    • Table 7-17: Online Media Activities in Last 30 Days of 12- to 17-Year-Olds by Age Group

Section 3 How Teens Spend Their Money
Chapter 8 Financial Profile of Teen Consumers

  • Family Finances
    • Four out of Ten Teens Live in Household with Income of $75,000 or More
    • Table 8-1: Household Income of Teens by Income Category
    • Teens in Affluent Households More Careful about Money
    • Table 8-2: Financial Profile of 12- to 17-Year-Olds by Household Income

  • What Teens Think about Money
    • Teens Like to Save
    • Table 8-3: Attitudes toward Money, 12- to 17-Year-Olds by Gender and Age Group
    • Many Teens Have a Bank Account
    • Table 8-4: Ownership of Bank Accounts, 12- to 17-Year-Olds by Age Group
    • Table 8-5: Use of ATM/Debit Cards, 12- to 17-Year-Olds by Age Group
    • Older Teens Leery of Credit Cards
    • Table 8-6: Attitudes toward Credit Cards, 12- to 17-Year-Olds by Gender and Age Group

  • Where Teens Get Their Money
    • Teens Generate Income from Variety of Sources
    • Table 8-7: Income Sources of 12- to 17-Year-Olds by Age Group
    • Most Teens Have Paying Jobs
    • Table 8-8: Percent of High School Students Employed during Either the School Year or Summer
    • Teens' Income Quantified
    • Table 8-9: Aggregate Annual Income Received from Allowances/Money for Chores, 12- to17-Year-Olds by Age Group
    • Table 8-10: Aggregate Earnings of Employed 12- to 14-Year-Olds, 2006
    • Table 8-11: Aggregate Earnings of Employed 15- to 17-Year-Olds by Single Year of Age, 2006
    • Table 8-12: Aggregate Annual Income Received from All Sources by 12- to
    • 17-Year-Olds by Age Group

Chapter 9 Shopping Behavior and Buying Patterns of Teens

  • Shopping In Stores
    • Shopping Malls Universal Experience for Teen Girls
    • Table 9-1: Visits to Shopping Malls in Last 4 Weeks by 12- to 17-Year-Olds by Age Group and Gender
    • Figure 9-1: Percent of 12- to 17-Year-Olds Visiting a Shopping Mall in Last
    • 4 Weeks by Single Year of Age and Gender
    • Income Not a Major Factor in Frequent Mall Visits by Teens
    • Table 9-2: Demographic Profile, Frequent Mall Visitors vs. All Teens
    • Friends Become Main Shopping Companions as Teens Get Older
    • Table 9-3: With Whom 12- to 17-Year-Olds Visited Shopping Malls by Age Group and Gender
    • Figure 9-2: With Whom 12- to 17-Year-Olds Visited Shopping Malls by Single Year of Age
    • Older Teen Girls Most Likely to Make Purchases
    • Figure 9-3: Percent of 12- to 17-Year-Olds Making a Purchase in Department/Discount/Clothing Stores
    • Wal-Mart and Target Attract Most Teen Girls
    • Table 9-4: Department/Discount/Clothing Store Shopped in Last 3 Months by 12- to 17-Year-Old Girls by Age and Name of Store
    • Teen Boys Frequent Video Game, Sporting Goods, and Discount Stores
    • Table 9-5: Department/Discount/Clothing Store Shopped in Last 3 Months by 12- to 17-Year-Old Boys by Age and Name of Store
    • Older Teen Boys Frequent Home Electronics Stores
    • Table 9-6: Percent of 12- to 17-Year-Olds Shopping at Home Electronics Stores in Last 3 Months by Age Group and Gender and Name of Store

  • Overview of Teens’ Buying Patterns
    • Teens Want the “Best Deal”
    • Figure 9-4: Percent of 12- to 17-Year-Olds Who Say They Are “Passionate about Getting the Best Deal for Things I Buy” by Age Group and Gender
    • Peer Pressure a Factor in Buying Decisions of Younger Teen Girls
    • Figure 9-5: Percent of 12- to 17-Year-Olds Who Prefer to Buy What Their Friends Approve by Age Group and Gender
    • Teens Most Likely to Spend Money on Clothing and Movies
    • Table 9-7: Percent of 12- to 17-Year-Olds Spending Money on Selected Categories of Products and Services by Category of Expenditure
    • Buying Patterns Differ by Age and Gender
    • Table 9-8: Percent of 12- to 17-Year-Old Boys Spending Money on
    • Selected Categories of Products and Services by Age Group and Category of Expenditure
    • Table 9-9: Percent of 12- to 17-Year-Old Girls Spending Money on Selected Categories of Products and Services by Age Group and Category of Expenditure

  • Buying from Catalogs and Online
    • Younger Teen Girls Turn to Catalogs
    • Figure 9-6: Percent of 12- to 17-Year-Olds Who Bought Merchandise from Catalogs in Last Year by Age Group and Gender
    • Table 9-10: Percent of 12- to 17-Year-Olds Who Bought Merchandise from Catalogs in Last Year by Age Group and Gender and Type of Merchandise and Amount Spent
    • Older Teens Buy Online
    • Table 9-11: Shopping Online by 12- to 17-Year-Olds by Gender and Single Year of Age
    • Books, Music, Videos, and Apparel Top List of Teens’ Internet Purchases
    • Table 9-12: Items Ordered on Internet in Last 3 Months by 12- to
    • 17-Year-Olds by Age Group and Gender
    • Older Teen Boys Biggest Online Spenders
    • Table 9-13: Amount Spent on Internet in Last 3 Months by 12- to
    • 17-Year-Olds by Age Group and Gender and by Method of Payment
    • Table 9-14: 12- to 17-Year-Olds Spending $100 or More on Internet in Past
    • 12 Months by Gender and Single Year of Age
    • Household Income Major Factor in Heavy Internet Spending
    • Table 9-15: 12- to 17-Year-Olds Spending $100 or More on Internet in Past
    • 12 Months by Household Income

Chapter 10 Highlights of Consumer Behavior of Teens

  • Following Fashion
    • Keeping up with Trends Most Important to Younger Teen Girls
    • Table 10-1: Attitudes toward Fashion, 12- to 17-Year-Olds by Age Group and Gender
    • Interest in Looking “Glamorous” Recedes as Teen Girls Get Older
    • Table 10-2: Attitudes toward Looks, 12- to 17-Year-Olds by Age Group and Gender
    • Younger Teens Want to Stand Out in a Crowd
    • Table 10-3: Standing Out in a Crowd, 12- to 17-Year-Olds by Age Group and Gender
    • Teen Boys Remain Less Interested in Clothes Shopping
    • Figure 10-1: Percent of 12- to 17-Year-Olds Who Think Shopping for
    • Clothes is Boring, by Age Group and Gender
    • Girls Prefer Quantity over Quality in Clothes
    • Figure 10-2: Percent of 12- to 17-Year-Olds Preferring “Lots of Cheaper Clothes Rather Than Few Expensive Ones” by Age Group and
    • Gender
    • Boys Less Likely to Buy Jeans for Themselves
    • Table 10-4: Percent of 12- to 17-Year-Olds Buying Jeans by Age Group and Gender and by Brand of Jeans
    • Demographics Affect Popularity of Jeans Brands
    • Table 10-5: Brand of Jeans Most Popular among 12- to 17-Year-Olds by Demographic Characteristic
    • Sneakers and Athletic Shoes Maintain Hold on Teen Consumers
    • Table 10-6: Percent of 12- to 17-Year-Olds Buying Sneakers/Athletic Shoes in Past 12 Months by Age Group and Gender and by Type and Brand of Sneakers/Athletic Shoes
    • Brand Choices Differ
    • Table 10-7: Brand of Sneakers Most Popular among 12- to 17-Year-Olds by Demographic Characteristic
    • Multicultural Teens Most Likely to Buy Watches for Themselves
    • Table 10-8: Percent of 12- to 17-Year-Olds Buying Watches in Last 12 Months by Age Group and Gender
    • Table 10-9: Percent of 12- to 17-Year-Olds Buying Watches in Last 12 Months by Demographic Characteristic

  • Personal Care
    • Use of Personal-Care Products Increases with Age but Varies along Demographic Lines
    • Table 10-10: Use of Personal-care Products by 12- to 17-Year-Old Girls by
    • Age Group
    • Table 10-11: Use of Personal-care Products by 12- to 17-Year-Old Boys by Age Group
    • Use of Personal-Care Products Varies along Lines of Race and Hispanic
    • Origin
    • Table 10-12: Use of Personal-care Products by 12- to 17-Year-Old Girls by Race and Hispanic Origin
    • Table 10-13: Use of Personal-care Products by 12- to 17-Year-Old Boys by Age Group and Race and Hispanic Origin
    • Many Differences in Use of Non-Prescription Medications
    • Table 10-14: Use of Non-Prescription Medications by 12- to 17-Year-Old
    • Boys by Age Group and Race and Hispanic Origin
    • Table 10-15: Use of Non-prescription Medications by 12- to 17-Year-Old
    • Girls by Age Group and Race and Hispanic Origin

  • Food
    • Eating Only One of Many Ongoing Tasks for Teens
    • Table 10-16: Eating Habits, 12- to 17-Year-Olds by Age Group and Gender
    • Eating Part of Emotional Profile of Many Teen Girls
    • Table 10-17: Diet and Weight Loss, 12- to 17-Year-Olds by Age Group and Gender
    • Most Teens See Value of Healthy Eating
    • Table 10-18: Attitudes toward Nutrition, 12- to 17-Year-Olds by Age Group
    • Most Younger Teen Girls Go Food Shopping with Their Parents
    • Table 10-19: Food Shopping by 12- to 17-Year-Olds by Age Group and

Section 4 Market Trends
Chapter 11 Marketing and Advertising Approaches

  • Receptivity to Advertising
    • Movie Theaters Best Ad Medium for Teens
    • Table 11-1: Impact of Advertising, 12- to 17-Year-Olds by Age Group and Gender
    • Boys OK with Product Placements in Video Games
    • Table 11-2: Impact of Product Placements in Video Games, 12- to 17-Year-Olds by Age Group and Gender
    • Younger Teens More Susceptible to Ads
    • Table 11-3: Demographic Profile of 12- to 17-Year-Olds Most Susceptible
    • to Advertising vs. All 12- to 17-Year-Olds.
    • Teens Most Likely to See Food Ads on TV

  • Marketing to Teens
    • Marketers Leverage Social Networking Sites to Make Connections with
    • Teens
    • Niche Networks Allow Narrow Targeting of Teens
    • Old-Fashioned Promotional Techniques Get Updated
    • Marketers Reach out to Teens on Their Cell Phones
    • MTV’s N Network Uses Cell Phones to Research Teen Viewers
    • Marketers Still Turn to Traditional Techniques to Create Offline Buzz

Chapter 12 Trends and Opportunities

  • Key Trends
    • Internet Generation Transforms Teens Market
    • Teens Market Becomes a Laboratory to Test New Marketing and Media
    • Models
    • Research Challenges Stereotype of Multitasking Teen
    • Teens Still Live in Offline World
    • Teen Consumers Seen as Becoming More Sophisticated

  • Market Opportunities
    • Teens Represent Major Opportunities for Marketers
    • Teens Continue to Offer Opportunities for Advertisers Using Traditional
    • Media
    • Table 12-1: Selected Opportunities Related to Traditional Media
    • Consumption of Teens
    • Teens More Likely to Be Found Online
    • Table 12-2: Selected Opportunities Related to Online Habits of Teens
    • Teens Offer Prospects for Cell Phone Makers
    • Table 12-3: Selected Opportunities Related to Ownership of Cell Phones by Teens
    • Hobbies and Entertainment Choices of Teens Generate Significant Opportunities
    • Table 12-4: Selected Opportunities Related to Leisure Activities of Teens
    • Teen Shoppers Form Major Consumer Segment
    • Table 12-5: Selected Opportunities Related to Teen Shoppers
    • Teens Important Customers for Fashion and Personal-Care Marketers
    • Table 12-6: Apparel Purchases by 12- to 17-Year-Old Boys and Girls in Last 12 Months
    • Table 12-7: Opportunities Related to Use of Personal-Care Products by 12- to 17-Year-Old Boys and Girls
    • Travel Industry Begins to Notice Teens
    • Table 12-8: Selected Opportunities Related to Teens and the
    • Travel Industry
    • Teens Underserved by Financial Institutions
    • Table 12-9: Selected Opportunities Related to Teens and the Financial Services Industry

Appendix Addresses of Selected Teens Market Resources

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