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Young & Powerful! A Look at the Teen Demographic.

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Presentation on theme: "Young & Powerful! A Look at the Teen Demographic."— Presentation transcript:

1 Young & Powerful! A Look at the Teen Demographic

2 With an aggregate income of $80 billion, the 26 million 12-to-17 year olds who make up the teens market represent an important consumer segment in their own right. 2 Source: June 2007, The Teens Market in the U.S. (Packaged Facts)

3 Moreover, parents spend another $110 billion on teens in key consumer categories such as apparel, food, personal care items, and entertainment. 3 Source: June 2007, The Teens Market in the U.S. (Packaged Facts)

4 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. 4 Source: June 2007, The Teens Market in the U.S. (Packaged Facts)

5 The Teen Market is expected to surpass $200 billion by 2011, despite a population decline 5 Source: June 2007, The Teens Market in the U.S. (Packaged Facts)

6 The Teens Market in the US The market for products bought by and for the teen market will undergo a slight growth spurt, increasing from $189.7 billion in 2006 to $208.7 billion in 2011, despite an estimated 3% decline in the year-old population in that same time period. Teen spending money will increase an estimated 3.5% annually, raising the aggregate teen income to $91 billion in Packaged Facts estimates that year-olds have an average annual income of $2,167; teens in the year-old age group generate an average annual income of $4,023. The amount of money families spend on food, apparel, personal-care items and entertainment is expected to rise to $117.6 billion in 2011 (from $110 billion in 2006). 6 Source: June 2007, The Teens Market in the U.S. (Packaged Facts)

7 The Teens Market in the US (continued) Though non-Hispanic Whites account for 82% of those age 65+, they compromise only 61% of those in the year- old age group. Multicultural kids in the year-old age group now account for around 40% of the teen population. Nearly two out of three teens line in two-parent families. A substantial minority live with only one parent (29.1%) or with neither parent (6.0%). Around 40% of teens live in a household with an income of less than $50,000. Another 40% live in households with an income of $75,000+. Nearly one out of three view the Internet as their primary source of entertainment. More than 90% use a computer either at home or at school. 7 Source: June 2007, The Teens Market in the U.S. (Packaged Facts)

8 Hispanic Teen Population There are 6.2 million Hispanics between the ages of 12 and 19, which is 20% of all teens. Growth rate is 6X higher than the rest of the teen population. By 2020, the Hispanic teen population is expected to grow 62% compared to the 10% growth in the teen population overall. One in four births in the U.S. are Hispanic. Hispanic teens spend $19 billion annually, with top dollars going to clothing and food. Hispanic teens spend an average of $320 per month, 4% higher than the non-Hispanic counterparts. 8 Source: 2008 Alloy Access

9 TelevisionTelevision 9

10 Media Consumption of a Typical U.S. Teenager as measured by Nielsen. 10

11 A Day In The Life TV 3 hours, 20 minutes PC 52 minutes including applications Mobile Voice 6 minutes Video on MP3 Player 1 in 4 watched DVR 8 minutes Internet 23 minutes Text-Messages 96 sent or received Audio-Only MP3 Player 1 in 2 used DVD 17 minutes Online video If they watched, watched 6 minutes Mobile video If they watched, watched for 13 minutes Newspaper 1 in 4 read Console Gaming 25 minutes PC Games 1 in 10 played, today Mobile Web 1 in 3 used Movie Theater Went once in the past 5 weeks 11 Source: The Nielsen Company; June 2009 How Teens Use Media

12 Television is still the dominate medium choice for teenagers. 12

13 Top 10 Primetime Shows (All Teens) 13 Source: The Nielsen Company, Ties broken by ‘000 (Ad-supported Cable only) RankProgramNetworkStart DateTLC*US AA% P American Idol-TuesdayFOX1/12/ American Idol-WednesdayFOX1/13/ Family GuyFOX9/27/ Secret Life/American TeenFAM1/4/ Make It or Break ItFAM1/4/ GleeFOX9/23/ NBC Sunday Night FootballNBC9/27/ ClevelandFOX9/27/ American DadFOX9/27/ The SimpsonsFOX9/27/ *at least 7 prime telecasts airing between 9/21/09-5/26/10 It’s no surprise that “American Idol” leads the way, but FOX also has 7 of the top 10 Teen favorites.

14 Top 10 Primetime Shows (12-17 Males) 14 RankProgramNetworkStart DateTLC*US AA% M Family GuyFOX9/27/ American Idol-TuesdayFOX1/12/ NBC Sunday Night FootballNBC9/27/ American Idol-WednesdayFOX1/13/ NFL Regular SeasonESPN9/21/ ClevelandFOX9/ American DadFOX9/27/ The SimpsonsFOX9/27/ WWE EntertainmentUSA9/21/ Undercover BossCBS2/7/ Source: The Nielsen Company, Ties broken by ‘000 (Ad-supported Cable only) *at least 7 prime telecasts airing between 9/21/09-5/26/10

15 Top 10 Primetime Shows (12-17 Females) 15 RankProgramNetworkStart DateTLC*US AA% F American Idol-TuesdayFOX1/12/ Secret Life/American TeenFAM1/4/ Make It or Break ItFAM1/4/ American Idol-WednesdayFOX1/13/ GleeFOX9/23/ VictoriousNAN3/28/ VictoriousNICK3/27/ Desperate HousewivesABC9/27/ Things I Hate About YouFAM3/22/ The BachelorABC1/4/ Source: The Nielsen Company, Ties broken by ‘000 (Ad-supported Cable only) *at least 7 prime telecasts airing between 9/21/09-5/26/10

16 Share of Teen (12-17) Video Minutes 16 Source: The Nielsen Company; June 2009 How Teens Use Media

17 InternetInternet 17

18 Teens browse the Internet less than half as much as the typical user. 18 Source: The Nielsen Company; June 2009 How Teens Use Media

19 Average Monthly Time Spent Using Internet 19 Source: The Nielsen Company; June 2009 How Teens Use Media U.S. (hh:mm:ss) Q1 2009

20 The Internet Generation Some 90% of U.S. teens have access to the Internet at home and 73% have access on a school PC. Among teens with Internet access at home, 55% of teens with Internet say they have a wireless connection at home. Teens flock to many of the same categories and sites as adults. Member communities (social networks and blogs) also consistently rank among the most popular categories for teens. 20 Source: The Nielsen Company; June 2009 How Teens Use Media

21 Social Networks and Blogs MySpace and Facebook are critical elements of the teen experience. In the U.S., nearly half of online teens visited MySpace and Facebook in May 2009 (45% and 44%, respectively). All said, teens accounted for 28% of MySpace’s page views and 12% of Facebook’s during the month. Sixty-seven percent of teen social networkers say they update their page at least once a week. 21 Source: The Nielsen Company; June 2009 How Teens Use Media

22 MobileMobile 22

23 Mobile: Always Connected In the U.S., 77% of teens already have their own mobile phone. Another 11% say they regularly borrow one. 83% of U.S. mobile teens use text-messaging and 56% use MMS/picture messaging. The average U.S. teen now sends or receives an average of 2,899 text-messages per month compared to 191 calls. More than half of all U.S. teen mobile subscribers (66%) say they actually prefer text-messaging to calling. 23 Source: The Nielsen Company; June 2009 How Teens Use Media

24 Mobile Media Use by U.S. Teen Mobile Users 24 Source: The Nielsen Company; June 2009 How Teens Use Media Q1 2009

25 Daily Media Use Way Up Today, 8-18 year-olds devote an average of 7 hours and 38 minutes to using entertainment media across a typical day, and because of “media multitasking,” they actually manage to pack in a total of 10 hours and 45 minutes in that 7:38. The increase in media is driven in large part by ready access to mobile devices, with an increase in 8-18 year old ownership of cell phones up to 66% (from 39% five years ago) and iPods and MP3 players up to 76% (from 18% five years ago). Young people now spend more time listening to music, playing games and watching TV on their cell phones (:49 daily) than they spend talking on them (:33 daily). 25 Source: 1/20/10 Kaiser Family Foundation

26 Thank You! 26


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