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					Young & Powerful!
 A Look at the Teen Demographic
    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)
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)
 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)
     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)
                 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 12-17 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
    2011.
   Packaged Facts estimates that 12-14 year-olds have an
    average annual income of $2,167; teens in the 15-17 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)
    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 14-17 year-
    old age group. Multicultural kids in the 12-17 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)
                    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
Television




             9
Media Consumption of a Typical U.S.
 Teenager as measured by Nielsen.




                                      10
                              A Day In The Life
      TV                            PC                           Mobile Voice       Video on MP3
  3 hours, 20                   52 minutes                        6 minutes             Player
    minutes                      including                                          1 in 4 watched
                                applications
     DVR                          Internet                      Text-Messages      Audio-Only MP3
   8 minutes                     23 minutes                        96 sent or          Player
                                                                    received         1 in 2 used

     DVD                      Online video                       Mobile video        Newspaper
  17 minutes                 If they watched,                   If they watched,      1 in 4 read
                                 watched 6                       watched for 13
                                  minutes                            minutes
Console Gaming                  PC Games                         Mobile Web        Movie Theater
  25 minutes                  1 in 10 played,                     1 in 3 used      Went once in the
                                   today                                            past 5 weeks



                                                                                                      11
   Source: The Nielsen Company; June 2009 How Teens Use Media
Television is still the dominate medium
         choice for teenagers.




                                          12
     Top 10 Primetime Shows (All Teens)

It‟s no surprise that “American Idol” leads the way, but FOX also has
                    7 of the top 10 Teen favorites.


Rank       Program                                   Network          Start Date           TLC*   US AA% P12-17
 1         American Idol-Tuesday                        FOX             1/12/10             20         6.3
 2         American Idol-Wednesday                      FOX             1/13/10             20         5.6
 3         Family Guy                                   FOX             9/27/09             29         3.8
 4         Secret Life/American Teen                    FAM             1/4/10              17         3.8
 5         Make It or Break It                          FAM             1/4/10              10         3.7
 6         Glee                                         FOX             9/23/09             20         3.3
 7         NBC Sunday Night Football                    NBC             9/27/09             14         3.1
 8         Cleveland                                    FOX             9/27/09             25         3.0
 9         American Dad                                 FOX             9/27/09             22         2.8
 10        The Simpsons                                 FOX             9/27/09             28         2.8

                              *at least 7 prime telecasts airing between 9/21/09-5/26/10



                                                                                                                  13
       Source: The Nielsen Company, Ties broken by „000 (Ad-supported Cable only)
Top 10 Primetime Shows (12-17 Males)


Rank       Program                                   Network          Start Date           TLC*   US AA% M12-17
 1         Family Guy                                   FOX             9/27/09             29         4.9
 2         American Idol-Tuesday                        FOX             1/12/10             20         4.8
 3         NBC Sunday Night Football                    NBC             9/27/09             14         4.6
 4         American Idol-Wednesday                      FOX             1/13/10             20         4.5
 5         NFL Regular Season                          ESPN             9/21/09             15         4.0
 6         Cleveland                                    FOX             9/2709              25         3.9
 7         American Dad                                 FOX             9/27/09             22         3.6
 8         The Simpsons                                 FOX             9/27/09             28         3.6
 9         WWE Entertainment                            USA             9/21/09             73         3.3
10         Undercover Boss                              CBS              2/7/10             9          3.0




                              *at least 7 prime telecasts airing between 9/21/09-5/26/10



                                                                                                                  14
       Source: The Nielsen Company, Ties broken by „000 (Ad-supported Cable only)
Top 10 Primetime Shows (12-17 Females)


 Rank       Program                                    Network         Start Date           TLC*   US AA% F12-17

  1         American Idol-Tuesday                         FOX            1/12/10             20         7.7
  2         Secret Life/American Teen                     FAM             1/4/10             17         7.0
  3         Make It or Break It                           FAM             1/4/10             10         6.9
  4         American Idol-Wednesday                       FOX            1/13/10             20         6.7
  5         Glee                                          FOX            9/23/09             20         4.7
  6         Victorious                                    NAN            3/28/10             8          3.5
  7         Victorious                                   NICK            3/27/10             31         3.1
  8         Desperate Housewives                          ABC            9/27/09             24         3.1
  9         10 Things I Hate About You                    FAM            3/22/10             13         2.9
 10         The Bachelor                                  ABC             1/4/10             9          2.8




                               *at least 7 prime telecasts airing between 9/21/09-5/26/10



                                                                                                                   15
        Source: The Nielsen Company, Ties broken by „000 (Ad-supported Cable only)
Share of Teen (12-17) Video Minutes




                                                             16
Source: The Nielsen Company; June 2009 How Teens Use Media
Internet




           17
Teens browse the Internet less than
  half as much as the typical user.




                                                             18
Source: The Nielsen Company; June 2009 How Teens Use Media
Average Monthly Time Spent Using Internet
                      U.S. (hh:mm:ss)
                          Q1 2009




                                                                 19
    Source: The Nielsen Company; June 2009 How Teens Use Media
                     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
                 Social Networks and Blogs

   MySpace and Facebook are critical elements of the
    teen experience. In the U.S., nearly half of online
    teens 12-17 visited MySpace and Facebook in May
    2009 (45% and 44%, respectively).
   All said, teens 12-17 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
Mobile




         22
                  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
Mobile Media Use by U.S. Teen 13-17 Mobile Users
        Text Messaging                                                          83%
                  MMS                                                56%
     Pre-installed Game                                     45%
    Ringtone Downloads                                     43%
     Instant Messaging                                   40%
        Mobile Internet                                37%
  Screensaver Download                               33%
      Picture Download                              32%               Q1 2009
        Game Download                             29%
    Software Download                             29%
             Text Alert                           29%
                  Email                          28%
       Video Messaging                          26%
        Content Upload                          26%
        Music Download                        23%
           Mobile Video                     18%
           Online Game                      18%
       Streaming Audio                     17%
 Location-based Service                   16%
                   VoiP        5%



                                                                                      24
        Source: The Nielsen Company; June 2009 How Teens Use Media
                      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
Thank You!




             26

				
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