Table of Contents
Introduction & Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- Growing demographic
- Increasing diversity
- Significant spending power
- Money matters
- Sophisticated shoppers
- Beyond the mall
- Communication is king
- Internet is everyday
- Savvy advertising audience
Market Background
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- Teen profile
- Age
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- Figure 1: U.S. population projections, 2000-2009
- Race/ethnicity
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- Figure 2: Race/ethnicity of teens aged 12-17 years, 2004
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- Figure 3: Number of teens aged 10-17 who are of two or more races, 2004
- Generation gaps
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- Figure 4: U.S. population, by age, 2004 and 2010
- Family structure
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- Figure 5: Household profile, May 2003-April 2004
- Attitudes regarding family life
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- Figure 6: Teen attitudes towards family trust and freedoms, by gender and age, May 2003-April 2004
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- Figure 7: Teen attitudes towards being at home with family, by gender and age, May 2003-April 2004
- Aspirations and self-awareness
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- Figure 8: Teen aspirations for their future, by gender and age, May 2003-April 2004
- Personal qualities
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- Figure 9: Teen self-assessed qualities as compared to their parents, August 2004
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- Figure 10: Teen attitudes towards personal values, August 2004
- Education
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- Figure 11: Teen beliefs about how they will pay for college, 2002
- Love and relationships
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- Figure 12: Who teaches teens the most about love and relationships, 2003
- Romance, dating and marriage
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- Figure 13: Teen assessment of parental rules about dating, February 2003
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- Figure 14: Teen attitudes about what is romantic, February 2003
- Figure 15: Teen attitudes on the ideal age to get married, February 2003
- Religion
Teens, Money & Income
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- Introduction
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- Figure 16: Total U.S. teen spending, at current and constant prices, 1999-2004
- Graph 1: Trends in teen spending, at current and constant prices, 1999-2004
- Sources of income
- Allowance and handouts
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- Figure 17: Receive allowance and amount of allowance, May 2003-April 2004
- Employment
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- Figure 18: Teen employment, by gender and age, May 2003-April 2004
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- Figure 19: Types of jobs teens work, July 2004
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- Figure 20: Weekly job earnings for teens, by gender and age, May 2003-April 2004
- Teen influence on family purchases
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- Figure 21: Teen influence on family vacations, by gender and age, May 2003-April 2004
- The disclaimer
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- Figure 22: Teens’ attitudes towards parents’ generosity, by gender and age, May 2003-April 2004
- Attitudes towards financial matters
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- Figure 23: Teen attitudes towards financial matters, March 2003
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- Figure 24: Teen attitudes towards saving, by gender and age, May 2003-April 2004
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- Figure 25: Teen attitudes towards spending, by gender and age, May 2003-April 2004
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- Figure 26: Teen ownership of bank accounts and ATM/debit cards, October 2002
- Credit cards and investments
- Credit cards
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- Figure 27: Whether teens own credit cards, by gender and age, 2004
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- Figure 28: Teen attitudes towards credit cards and debt, by gender and age, May 2003-April 2004
- Stock ownership
Shopping
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- Teen shopping trends
- Clothing and accessories
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- Figure 29: Who usually pays for teens’ clothes, by gender and age, May 2003-April 2004
- Personal care products
- Other spending
- Where teens shop
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- Figure 30: Where teens shop, 2002-2003
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- Figure 31: Number of Teen visits to the mall in the last four weeks, by gender and age, May 2003-April 2004
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- Figure 32: Who teens go to the mall with, by gender and age, May 2003-April 2004
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- Figure 33: Items ordered online, by gender and age, May 2003-April 2004
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- Figure 34: Amount spent shopping online, by gender and age, May 2003-April 2004
Technology & The Internet
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- Introduction
- Mobile communication
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- Figure 35: Teen ownership of personal communication devices, by gender and age, May 2003-April 20004
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- Figure 36: Choosing service and paying bills, by age, August 2003
- Computers and the Internet
- Computer usage
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- Figure 37: Teen computer usage, by gender and age, May 2003-April 2004
- The Internet
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- Figure 38: Top online activities among teens in the last 30 days, by gender and age, May 2003-April 2004
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- Figure 39: Amount of time spent online, May 2003-April 2004
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- Figure 40: Teens attitudes towards the Internet, by gender and age, May 2003-April 2004
- Electronics and games
- Games
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- Figure 41: Favorite type of game for game consoles, by gender and age, May 2003-April 2004
- Portable audio devices
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- Figure 42: Ownership of portable audio playing devices, by gender and age, May 2003-April 2004
Leisure Time
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- General leisure activities
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- Figure 43: Teen leisure activities, by gender and age, May 2003-April 2004
- Activities inside the home
- Listening to music
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- Figure 44: Purchase of any music in the last 12 months, by gender and age, May 2003-April 2004
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- Figure 45: Purchase of pre-recorded CDs in the last 12 months, by gender and age, May 2003-April 2004
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- Figure 46: Top genres of music purchased, by gender and age, May 2003-April 2004
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- Figure 47: Teen perceptions about their music taste, by gender and age, May 2003-April 2004
- Reading
- Activities outside the home
- Movies
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- Figure 48: Number of times at the movies in the last 30 days, by gender and age, May 2003-April 2004
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- Figure 49: Teen choices of movie genres, by gender and age, May 2003-April 2004
- Concerts/live entertainment
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- Figure 50: Live performance events attended during the last 12 months, by gender and age, May 2003-April 2004
- Dining out
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- Figure 51: fast food restaurant visits, teens, January-September 2003
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- Figure 52: With whom fast food restaurants are visited, teens, January-September 2003
- Athletic participation
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- Figure 53: Frequency of exercising, by gender and age, May 2003-April 2004
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- Figure 54: Top sports teens participate in, by gender and age, May 2003-April 2004
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- Figure 55: Alternative sports teens participate in, by gender and age, May 2003-April 2004
- Travel
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- Figure 56: Teen attitudes towards vacations, by gender and age, May 2003-April 2004
Media & Advertising
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- ADVERTISING EXPOSURE
- Magazines and newspapers
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- Figure 57: Teen attitudes towards magazines and advertising, by gender and age, May 2003-April 2004
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- Figure 58: Teen reading online, by gender and age, May 2003-April 2004
- Advertising and promotions
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- Figure 59: Teen attitudes towards advertising, by gender and age, May 2003-April 2004
- Promotions
- ADVERTISING STRATEGIES AIMED AT TEENS
- Celebrity endorsements
- Using humor
- Interactive media
- The Internet
- BRAND AFFINITY
- Retailers
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- Figure 60: Select retailer brands as assessed by teens, August 2004
- Technology & electronics
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- Figure 61: Select technology/electronics brands as assessed by teens, August 2004
- Quick-service restaurants (QSRs)
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- Figure 62: Select QSR brands as assessed by teens, August 2004
- Food manufacturers
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- Figure 63: Select food brands as assessed by teens, August 2004
- Beverages
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- Figure 64: Select beverage brands as assessed by teens, August 2004
- Apparel
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- Figure 65: Select apparel brands as assessed by teens, August 2004
- Shoes
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- Figure 66: Select shoe brands as assessed by teens, August 2004
- Sportswear
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- Figure 67: Select sportswear brands as assessed by teens, August 2004
- SELECT PROFILES OF BRANDS EMBRACED BY TEENS
- Brand: Steve Madden
- Brand: Dlush
- Brand: Boost Mobile
- Brand: PacSun
Future Trends
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- Multicultural expansion
- Teens continue to be big spenders
- Money management upsurge
- Busy lives drive need for convenience and technology
- A moving target snowballs
- Teens become even more sophisticated shoppers
- Growing number of “just for teens” categories
- Evolving style confidence
Appendix: Trade Associations
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