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Marketing to Teens - US - November 2012

“Expecting to catch any significant volume of time from a teen is unrealistic as they bounce between media, and as a result companies that recognize and embrace the transient nature of teens’ attention will be best placed to engage with this audience. However, at the same time, an environment of broader health awareness may be starting to gain momentum, and limitation of screen time may be one outcome. Staying on the right side of the overall best interests of the teen may well position companies better in the long term.”

– Ika Erwina, Analyst

Some questions answered in this report include:

  • What can marketers do to capture this distracted audience’s attention?
  • What are the challenges in encouraging teens to limit their screen time?
  • What can companies do to reduce or prevent bullying?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Demographics and market drivers
                        • Strong growth is projected for the number of teenagers
                          • Figure 1: Total U.S. population, by age, 2012-17
                        • Teens are a heterogeneous group
                          • Figure 2: Change in numbers of teens (12-17) by race/Hispanic origin, 2012-17
                        • High unemployment rate among teenagers
                          • Figure 3: Unemployment rate of the U.S. and 16-19 years olds, 1980 – Oct. 2012
                        • Earning, spending, and saving
                          • Teens’ source of money and earning power
                            • Figure 4: Amount of money received weekly, by primary source of spending money, June 2012
                          • Teens’ spending share down from 2011-12
                            • Figure 5: Share of teen income saved or spent, May 2011 and June 2012
                          • Snacks, entertainment, toys top teens’ weekly spending
                            • Figure 6: Top teen spending categories, by gender, 2011
                          • Teens’ desire "to be rich” seems to place a greater importance on saving
                            • Figure 7: Teens’ attitudes toward money and finances, by age, October 2010-November 2011
                          • Teens and media
                            • TV still a powerful instrument in marketing to teens
                              • Figure 8: Time teens’ spent viewing TV, on last school day/ last weekend day, by age and gender, 2011
                            • Teens a “wired” generation with a high incidence of computer use
                              • Figure 9: Frequency of teens’ computer use, by age, 2011
                            • Teens are distracted audiences with high incidence of media multitasking
                              • Figure 10: Incidence of engaging in other media while watching TV and while on a computer visiting websites, October 2010- November 2011
                            • The power of word-of-mouth influence on social media
                              • Figure 11: Teen activities on Facebook or MySpace, 2011
                            • Relationship with brands
                              • Teens favorite brands orientate to clothing/apparel and electronics
                                • Figure 12: Teens favorite brands and category groups, by age and gender, 2012
                              • TV and social media advertising is a big part of teens’ favorite brand characteristics
                                • Figure 13: Characteristics of a favorite brand, 2012
                              • Teens’ attitudes about self and others
                                • High value of being fun, nice, and smart
                                  • Figure 14: Teens' attitudes toward other people's perception of them, June 2012
                                • Teens’ self-described attributes
                                  • Figure 15: Teens self-described attributes, by age and gender, June 2012
                                • What we think
                                • Issues in the Market

                                    • What can marketers do to capture this distracted audience’s attention?
                                      • What are the challenges in encouraging teens to limit their screen time?
                                        • Addressing social concerns…
                                          • Pervasiveness of teens' obesity and its effect on marketing
                                            • What can companies do to reduce or prevent bullying?
                                            • Insights and Opportunities

                                              • Helping address adolescent obesity
                                                  • Figure 16: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                • Screen overdose—limiting exposure to digital media
                                                  • Leveraging social responsibility
                                                    • Gamification and its potential
                                                      • Addressing Cyber Bullying
                                                      • Trend Application

                                                          • Trend: Moral Brands
                                                            • Trend: Premiumization and Indulgence
                                                              • Inspire 2015 Trends
                                                                • Brand Intervention
                                                                • Demographic Trends

                                                                  • Key points
                                                                    • Growth in numbers of teens broadly in line with total population
                                                                      • Figure 17: Total U.S. population, by age, 2007-17
                                                                    • A multicultural generation calls for distinctive marketing outreach
                                                                      • Figure 18: U.S Population of teens aged 12-17, by race/Hispanic origin, 2007-17
                                                                    • Hispanic households are twice as likely as non-Hispanic to have teens
                                                                      • Figure 19: Presence and age of children in household by, by Hispanic origin of householder, 2011
                                                                      • Figure 20: Presence and age of children in household by, by race of householder, 2011
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Childhood obesity is leveling off but still showing an alarming rate
                                                                        • Figure 21: Prevalence of obesity among children and adolescents aged 2-19, for selected years 1971-2010
                                                                      • Adolescent obesity
                                                                        • Figure 22: Percentage of obesity among high school students, by state, for selected year 2003 and 2011
                                                                      • Teenage boys are more obese than girls
                                                                        • Figure 23: Prevalence of child obesity, by gender, 2009-10
                                                                      • Drop in adult unemployment level alleviates teen spending, teen labor force hampered by a slow economic recovery
                                                                          • Figure 24: Unemployment 16-19 year olds vs. 16+, 2000- 2012
                                                                        • Median household income continues to fall
                                                                          • Figure 25: Median household income, in inflation-adjusted dollars, 2001-11
                                                                        • Median income highest among Asian households, declining for all
                                                                          • Figure 26: Median household income in inflation-adjusted dollars, by race/Hispanic origin, 2001-11
                                                                          • Figure 27: Index of median household income in inflation-adjusted dollars, by race/Hispanic origin, 2001-11
                                                                          • Figure 28: Median household income by race and Hispanic origin of householder, 2011
                                                                      • Innovations and Innovators

                                                                          • Teens’ finance and money management: BillMyParents
                                                                            • Figure 29: BillMyParents, 2012
                                                                          • Teens’ finance and money management: Virtual Piggy
                                                                            • Figure 30: Virtual Piggy, 2012
                                                                          • Cyber bullying app prevention
                                                                            • Figure 31: Mobicip App, 2012
                                                                          • Promoting safe driving—no texting!
                                                                          • Marketing Strategies for Reaching Teens

                                                                              • Brand reviews
                                                                                • Apple
                                                                                  • Nike
                                                                                    • ABC Family Channel
                                                                                      • Key marketing strategies
                                                                                        • Strategy: Leveraging the universal love of humor and animals
                                                                                          • Figure 32: Doritos, “Bribing The Man,” February 2012
                                                                                        • Strategy: Be a good citizen
                                                                                          • Figure 33: Neutrogena, “Wave for Change,” August 2012
                                                                                        • Strategy: Targeting young audiences through reality music talent show
                                                                                          • Figure 34: Verizon X Factor App, “What A Show Off,” September 2012
                                                                                        • Strategy: Empowering teenagers to stop cyber bullying through viral marketing
                                                                                          • Figure 35: P&G Secret, “Mean Stinks,” Jun e 2011
                                                                                        • Strategy: Still building brands through celebrity endorsements
                                                                                          • Figure 36: Someday By Justin Bieber, “Yours Forever,” December 2011
                                                                                          • Figure 37: CoverGirl Blast Flipstick ad with Taylor Swift, November 2012
                                                                                          • Figure 38: Nintendo 3DS ad “I’m not a gamer”, November 2012
                                                                                        • Strategy: Product placements through reality TV shows
                                                                                          • Figure 39: Coca Cola product placements with FOX’s American Idol, 2011
                                                                                      • Teens’ Sources of Money

                                                                                        • Key points
                                                                                          • Older teens, particularly boys, receive more pocket money
                                                                                            • Figure 40: Amount of spending money received weekly by teens, by age and gender, June 2012
                                                                                          • Parents’ generosity hinge on teens’ earning capacity
                                                                                            • Figure 41: Primary sources of teens’ spending money, by age and gender, June 2012
                                                                                          • Older teens, especially boys, earn money from a paying job
                                                                                            • Figure 42: Primary source of teens’ spending money, by boys and girls aged 12-14 and 15-17, June 2012
                                                                                          • Higher teen earners are those with jobs
                                                                                            • Figure 43: Amount of money teens receive weekly, by primary source of spending money, June 2012
                                                                                        • Weekly Spending vs. Saving

                                                                                          • Key points
                                                                                            • Teens are spenders, but savings on the rise
                                                                                              • Figure 44: Share of money teens’ receive that is saved vs. spent per week, by age and gender, May 2011 and June 2012
                                                                                            • Younger teens—bountiful in spending; older teens—value spenders
                                                                                              • Figure 45: Amount of money teens spend per week, by age and gender, June 2012
                                                                                            • Teens’ attitudes toward money and finances
                                                                                              • Older teens desire smart money management; the young aren’t so particular
                                                                                                • Strong aspiration to be rich
                                                                                                  • Teens and credit cards
                                                                                                    • Figure 46: Teens’ attitudes toward money and finances, by age and gender, October 2010-November 2011
                                                                                                • Spending Habits and Gift Preferences

                                                                                                  • Key points
                                                                                                    • Food, beverages, and entertainment command teens’ pocket money
                                                                                                      • Figure 47: Products and services teens spent money on in past week, by age and gender, 2011
                                                                                                    • Teen boys’ and girls’ spending habits differ by age
                                                                                                      • Older boys/girls devote the majority of spending money on eating out
                                                                                                        • Favorable snack spending habits
                                                                                                          • Beauty purchasing habits start at home
                                                                                                            • Teen girls are fashion spenders
                                                                                                              • Movie enthusiasts, video gaming, music, and books
                                                                                                                • Figure 48: Products and services teens spent money on in past week, by boys and girls aged 12-14 and 15-17, 2011
                                                                                                              • Teens’ most wanted gift list
                                                                                                                • Figure 49: Gifts teens would most like to receive, by age and gender, June 2012
                                                                                                            • TV Viewing Attitudes and Behaviors

                                                                                                              • Key points
                                                                                                                • TV dominates teens’ leisure time
                                                                                                                  • Figure 50: Time spent viewing TV, on last school day/ last weekend day, by boys and girls aged 12-14 and 15-17, 2011
                                                                                                                • Teens’ mostly watched talent TV shows
                                                                                                                  • Figure 51: Talent show competitions watched, by boys and girls aged 12-14 and 15-17, 2012
                                                                                                                • Teenage boys perceive an increase in popularity for top TV networks
                                                                                                                  • Figure 52: Perception of TV channels becoming more and less popular, by age and gender, 2011
                                                                                                                • Teens’ attitudes toward TV
                                                                                                                  • Figure 53: Teens’ attitudes toward TV, by age and gender, October 2010-November 2011
                                                                                                                • Multitasking while watching TV
                                                                                                                  • Figure 54: Teens’ incidence of engaging in other media while watching TV, by age and gender, October 2010- November 2011
                                                                                                              • Media Usage for News and Information, Attitudes to Newspapers

                                                                                                                • Key points
                                                                                                                  • TV, internet, and radio are essential advertising channels for teens
                                                                                                                    • Figure 55: Teens’ use of select media types for news and information, by age and gender, 2011
                                                                                                                  • Teens want age-appropriate newspapers
                                                                                                                    • Figure 56: Teens’ attitudes toward newspapers, by age and gender, October 2010-November 2011
                                                                                                                • Teens’ Relationships with Computers and Technology

                                                                                                                  • Key points
                                                                                                                    • Laptops are most prevalent; Desktops are most accessible
                                                                                                                      • Figure 57: Teen ownership and access to laptop, desktop and tablet computers, by age and gender, June 2012
                                                                                                                    • Traditional laptop/notebook—the most commonly owned
                                                                                                                      • Figure 58: Types of laptop, desktop and tablet computers teens own or have access to, by age and gender, June 2012
                                                                                                                    • Besides schoolwork, teens use computers for music and games
                                                                                                                      • Figure 59: What teens use their computers for, by boys and girls aged 12-17 and 15-17, October 2010 – November 2011
                                                                                                                    • Generation of computer natives
                                                                                                                      • Figure 60: Frequency of teen computer use, by age and gender, 2011
                                                                                                                    • Teens’ most visited websites
                                                                                                                        • Figure 61: Types of websites visited by teens in the past week, by age and gender, 2011
                                                                                                                      • Teens’ favorite websites
                                                                                                                        • Figure 62: Teens’ favorite websites, by age and gender, 2011
                                                                                                                      • ‘Texting’ citizens
                                                                                                                        • Figure 63: Teens’ attitudes toward technology, by age and gender, June 2012
                                                                                                                      • What multitasking activities do teens do while online?
                                                                                                                        • Figure 64: Incidence of teens engaging in other media while on a computer, by age and gender, October 2010- November 2011
                                                                                                                    • Wireless Phones, Social Media, and Multitasking

                                                                                                                      • Key points
                                                                                                                        • Cell phones well entrenched in teens’ lives
                                                                                                                          • Figure 65: Teen cell/wireless phone ownership, by age and gender, October 2010-November 2011
                                                                                                                        • Facebook dominates teens’ social profiles
                                                                                                                          • Figure 66: Social networks on which teens have a profile, by age and gender, 2011
                                                                                                                        • Teens’ connections on Facebook and MySpace
                                                                                                                          • Figure 67: Number of connections teens have on MySpace and Facebook, by age and gender, 2011
                                                                                                                        • Word-of-mouth influence on social media
                                                                                                                          • Figure 68: Teen activities on Facebook or MySpace, by age and gender, 2011
                                                                                                                      • Brand Insights and Awareness

                                                                                                                        • Key points
                                                                                                                          • Teens’ favorite brands
                                                                                                                              • Figure 69: Teens’ favorite brands and category groups, by boys and girls aged 12-14 and 15-17, 2012
                                                                                                                            • Characteristics of teens’ favorite brands
                                                                                                                              • TV and social media marketing campaigns
                                                                                                                                • Driven by social responsibility
                                                                                                                                  • Access to a brick-and-mortar retail space
                                                                                                                                    • Aligned with their ‘cool’ and ‘smart’ aspirations
                                                                                                                                      • Figure 70: Characteristics of teens’ favorite brand, by age and gender, 2012
                                                                                                                                  • Impact of Advertising and Favorite Commercials Brand Insights and Awareness

                                                                                                                                    • Key points
                                                                                                                                      • Teens’ reactions and receptions to advertising
                                                                                                                                        • Figure 71: Teens’ attitudes toward product and service advertisers, by age and gender, June 2012
                                                                                                                                      • TV advertisements attract teens’ attention, especially among the young
                                                                                                                                        • Figure 72: Teen attitudes toward TV advertisements, by age and gender, October 2010-November 2011
                                                                                                                                      • Food and snacks named as teens’ favorite commercials/advertisements
                                                                                                                                        • Figure 73: Teens’ favorite commercials or advertisements, by boys and girls aged 12-14 and 15-17, 2012
                                                                                                                                      • Teens’ approving responses to slapstick commercials
                                                                                                                                        • Figure 74: Teens’ reasons to favor certain commercials, by age and gender, 2012
                                                                                                                                    • Attitudes of the Future, Self, School, and Family

                                                                                                                                      • Key points
                                                                                                                                        • Leveraging teens’ perspectives on the world
                                                                                                                                          • Figure 75: Teens’ perceptions of the future, by age and gender, 2011
                                                                                                                                        • Teens’ attitudes toward other people’s perception of them
                                                                                                                                            • Figure 76: Teens' attitudes toward other people's perception of them, by boys and girls aged 12-14 and 15-17, June 2012
                                                                                                                                          • Teens’ self-described attributes
                                                                                                                                            • Figure 77: Teens’ perceptions of themselves, by age and gender, June 2012
                                                                                                                                          • Teens’ attitudes toward family
                                                                                                                                            • Figure 78: Teens’ attitudes toward family, by age and gender, October 2010-November 2011
                                                                                                                                          • Teens’ leisure activities and hobbies
                                                                                                                                            • Figure 79: Teens’ past 12 month participations in leisure activities and hobbies, by age and gender, October 2010-November 2011
                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Hispanic and black teenagers spend on a variety of items
                                                                                                                                              • Figure 80: Teen weekly spending habits, by race/Hispanic origin, 2011
                                                                                                                                            • Hispanic and black teenagers less likely to save
                                                                                                                                              • Figure 81: Teens’ attitudes toward money and finances, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                            • Black teenagers spent the most time in watching TV
                                                                                                                                              • Figure 82: Time spent viewing TV, on last school day/ last weekend day, by race/Hispanic origin, 2011
                                                                                                                                            • Black teenagers are the multitasking powerhouses
                                                                                                                                              • Figure 83: Teens’ incidence of engaging in other media while watching TV, by race/Hispanics origin, October 2010-November 2011
                                                                                                                                          • Cluster Analysis

                                                                                                                                              • Figure 84: Target clusters, June 2012
                                                                                                                                            • Cluster 1: Status driven
                                                                                                                                              • Demographics
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Cluster 2: Technology enthusiasts
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Cluster 3: Economical highfliers
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                    • Figure 85: Target clusters, June 2012
                                                                                                                                                                    • Figure 86: Primary source of teens’ spending money, by target clusters, June 2012
                                                                                                                                                                    • Figure 87: Amount of money teens receive weekly, by target clusters, June 2012
                                                                                                                                                                    • Figure 88: Amount of money teens spend per week, by target clusters, June 2012
                                                                                                                                                                    • Figure 89: Amount of money teens saved per week, by target clusters, June 2012
                                                                                                                                                                    • Figure 90: Teen ownership and access to a phone, laptop, desktop and tablet computers, by target clusters, June 2012
                                                                                                                                                                    • Figure 91: Teens' attitudes toward technology, by target clusters, June 2012
                                                                                                                                                                    • Figure 92: Teens' attitudes toward product and service advertisers, by target clusters, June 2012
                                                                                                                                                                    • Figure 93: Gifts teens would most like to receive, by target clusters, June 2012
                                                                                                                                                                    • Figure 94: Teens' attitudes toward other people's perception of them, by target clusters, June 2012
                                                                                                                                                                    • Figure 95: Teens’ perceptions of themselves, by target clusters, June 2012
                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                    • Figure 96: Target clusters, by demographic, June 2012
                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                      • Figure 97: Teens’ primary source of spending money, by region, June 2012
                                                                                                                                                                      • Figure 98: Amount of money teens receive weekly, by region, June 2012
                                                                                                                                                                      • Figure 99: Amount of money teens spend per week, by region, June 2012
                                                                                                                                                                      • Figure 100: Teens’ attitudes toward money and finances, by boys and girls aged 12-14 and 15-17, October 2010-November 2011
                                                                                                                                                                      • Figure 101: Products and services teens spent money on in past week, by household income, 2011
                                                                                                                                                                      • Figure 102: Teens’ time spent viewing TV, on last school day/ last weekend day, by household income, 2011
                                                                                                                                                                      • Figure 103: Talent show competitions watched by teens, by region, 2012
                                                                                                                                                                      • Figure 104: Teens’ incidence of engaging in other media while watching TV, by age and gender, October 2010- November 2011
                                                                                                                                                                      • Figure 105: Activities on Facebook or MySpace, by boys and girls aged 12-14 and 15-17, 2011
                                                                                                                                                                      • Figure 106: Teens' attitudes toward product and service advertisers, by boys and girls aged 12-14 and 15-17, June 2012
                                                                                                                                                                      • Figure 107: Teens' attitudes toward product and service advertisers, by region, June 2012
                                                                                                                                                                      • Figure 108: Attitudes toward TV, by boys and girls aged 12-14 and 15-17, October 2010-November 2011
                                                                                                                                                                      • Figure 109: Teens’ attitudes toward other people's perception of them, by age and gender, June 2012
                                                                                                                                                                      • Figure 110: Teens’ perceptions of themselves, by region, June 2012
                                                                                                                                                                      • Figure 111: Teens’ perceptions of themselves, by gender and age, June 2012

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Apple, Inc
                                                                                                                                                                  • Nike
                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                  • USA Today
                                                                                                                                                                  • Walt Disney Company, The

                                                                                                                                                                  Marketing to Teens - US - November 2012

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