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Teen Lifestyles - UK - November 2011

“Highly social, technically adept and with a firm belief in the value of being popular, attractive and fashionable, teenagers outwardly display many of the beliefs and insecurities that most adults still hold onto, but who have in many cases learnt to conceal, through choosing the responses that they know to be more socially acceptable.”

– Alexandra Richmond, Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • How is new technology and social networking affecting the role of television and music in teens' lives?
  • How is online communication affecting how teens communicate with family and friends - does it overtake face to face communication?
  • How are teens' spending their time?
  • What is the teen spend worth to the economy?
  • What are teens reactions to advertising?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Virtual refuge
              • Figure 1: Ways in which teenagers have accessed the internet, July 2011
            • Tight circle of interest
              • Socialising in the digital era
                • Figure 2: How teenagers spend their time, using mean % of how time is apportioned, July 2011
              • iPhone therefore I am
                • Figure 3: Things teenagers could not live without in a typical day, July 2011
              • Teen spend worth £5.7 billion to economy
                • Marketing to teens
                  • Figure 4: Reactions to advertising, by repertoire of actions, July 2011
                • Bad publicity
                  • A human condition
                    • What we think
                    • Future Opportunities

                        • Cam Cam
                          • No Degree, No Problem
                          • Background Data

                            • Key points
                              • Population
                                • Figure 5: Trends in the age structure of the UK population, 2006-16
                              • Trends in marital status and presence of children
                                • Figure 6: Trends in marital status, by presence of own children, 2001-10
                              • Family type trends
                                • Figure 7: Families with dependent children, 2001-09
                              • Education and training
                                  • Figure 8: Participation of 16-18-year-olds in education and training, England, 1994-2010
                                • Bleak employment prospects
                                • Internet Usage

                                  • Key points
                                    • Internet access
                                      • Figure 9: Ways in which teenagers have accessed the internet, July 2011
                                    • Girls get smart
                                      • Smart addiction
                                        • Game boys
                                          • The end is nigh?
                                            • Early Adopters
                                              • Access repertoire
                                                • Figure 10: Repertoire of ways in which teens have accessed the internet, July 2011
                                              • Types of websites visited
                                                • Figure 11: Internet sites accessed, July 2011
                                              • Boys will be boys
                                                • Videos – the next best thing
                                                  • Big browsers – but not always big spenders
                                                    • Absenteeism
                                                      • Coming of age
                                                        • Range and repertoire
                                                          • Figure 12: Repertoire of websites visited every day, July 2011
                                                          • Figure 13: Repertoire of websites visited some days, July 2011
                                                          • Figure 14: Repertoire of ways in which teenagers have accessed the internet, by repertoire of websites visited every day, July 2011
                                                        • Social networking habits
                                                          • Figure 15: Use of social network sites and frequency of visits to them, July 2011
                                                        • Personal access holding back Facebook frequency
                                                          • Social butterflies
                                                            • Figure 16: Repertoire of social networking websites visited every day, July 2011
                                                          • Attitudes towards social networking sites
                                                            • Figure 17: Attitudes towards social network sites and frequency of visits to them, July 2011
                                                          • Computers still dominate social networking – for now
                                                            • How Facebook won the war
                                                              • The darker side of social networking
                                                                • Commercial failings?
                                                                • Pocket Money and Spending Habits

                                                                  • Key points
                                                                    • Pocket money
                                                                      • Figure 18: Weekly pocket money or earnings, by age, July 2011
                                                                    • A whole new world
                                                                      • Pocket money spending habits
                                                                        • Figure 19: How teenagers spend their money on a monthly basis, July 2011
                                                                      • Putting their money where their mouths are
                                                                        • Going out – still in
                                                                          • The price of an image
                                                                            • Underestimating games
                                                                              • Figure 20: How teenagers spend their money each month, by weekly pocket money or earnings, July 2011
                                                                            • Saving steady
                                                                              • Savings and the social divide
                                                                                • Peripheral spend
                                                                                • Leisure Habits

                                                                                  • Key points
                                                                                    • Online dominates leisure time
                                                                                      • Figure 21: How teenagers spend their time, using mean % of how time is apportioned, July 2011
                                                                                    • Any time is surfing time
                                                                                      • Seated activity dominates leisure
                                                                                        • Popular activities likely to be simultaneous
                                                                                          • Holidays and weekend boost real-life socialising
                                                                                            • The play mentality
                                                                                              • It’s a girl thing
                                                                                              • The Support Network

                                                                                                • Key points
                                                                                                  • Helping those who ‘don’t need help’
                                                                                                    • Figure 22: Who teenagers turn to for help or advice, July 2011
                                                                                                  • Mum’s the word
                                                                                                    • Dads only good for driving and money
                                                                                                      • Fairweather friends
                                                                                                        • Independence starts here…
                                                                                                          • …unless you have a young boy
                                                                                                            • Real men go it alone?
                                                                                                              • Prevailing disadvantages
                                                                                                              • Brand Awareness and the Impact of Advertising

                                                                                                                • Key points
                                                                                                                  • Sources of information for new products
                                                                                                                    • Figure 23: Sources of information for new products, July 2011
                                                                                                                  • Keeping it ‘street’
                                                                                                                    • Beyond Facebook
                                                                                                                      • Rogue categories
                                                                                                                        • Virtual clothing
                                                                                                                          • Virtually absent
                                                                                                                            • Older teens favour minority media
                                                                                                                              • A consistent favourite
                                                                                                                                • Reception and receptive
                                                                                                                                  • Reactions to advertising
                                                                                                                                      • Figure 24: Reactions to advertising, July 2011
                                                                                                                                    • Advertising to teens = advertising to parents
                                                                                                                                      • Growing into research
                                                                                                                                        • In-store action
                                                                                                                                          • Word of mouth – hit or miss
                                                                                                                                            • Television – the middle ground
                                                                                                                                              • Figure 25: Reactions to advertising, by repertoire of actions, July 2011
                                                                                                                                          • Communication

                                                                                                                                            • Key points
                                                                                                                                              • Texting etiquette
                                                                                                                                                • Figure 26: Action taken upon receipt of a text message, July 2011
                                                                                                                                              • Peer-to-peer communication
                                                                                                                                                • Figure 27: Most popular means of communication with friends, July 2011
                                                                                                                                              • Pester power
                                                                                                                                                • Figure 28: Degrees of influence over parents, July 2011
                                                                                                                                              • Pests or passed over?
                                                                                                                                                • Attitudes towards influence
                                                                                                                                                  • Figure 29: Agreement with selected attitudes, July 2011
                                                                                                                                                • Caring is sharing
                                                                                                                                                  • Leaders and followers
                                                                                                                                                    • Under the influence
                                                                                                                                                    • What’s Important to Today’s Teenagers?

                                                                                                                                                      • Key points
                                                                                                                                                        • Prized possessions
                                                                                                                                                          • Figure 30: Most prized possessions, July 2011
                                                                                                                                                        • Material needs
                                                                                                                                                          • What’s important to today’s teenagers?
                                                                                                                                                            • Figure 31: Things teenagers could not live without in a typical day, July 2011
                                                                                                                                                          • Who said girls just want to have fun?
                                                                                                                                                            • Things that are important to teenagers
                                                                                                                                                              • Figure 32: Activities and qualities that are important to teenagers, July 2011
                                                                                                                                                            • Face value importance
                                                                                                                                                              • Immaturity breeds surface values
                                                                                                                                                                • The cerebral quality
                                                                                                                                                                  • Cool to be creative
                                                                                                                                                                    • Healthy eating more fashionable than exercise
                                                                                                                                                                      • Things that teens’ friends are impressed by
                                                                                                                                                                        • Figure 33: Degree to which selected things impress teenagers’ friends, July 2011
                                                                                                                                                                      • A sign of the times
                                                                                                                                                                        • Don’t judge a book by its owner
                                                                                                                                                                        • Typologies

                                                                                                                                                                          • Key points
                                                                                                                                                                              • Figure 34: Consumer typologies, July 2011
                                                                                                                                                                            • Tyrannical Teens (37% or 1.89 million)
                                                                                                                                                                              • Grounded in Reality (26% or 1.34 million)
                                                                                                                                                                                • Maturing Nicely (37% or 1.9 million)
                                                                                                                                                                                • Appendix – Market Background

                                                                                                                                                                                    • Figure 35: Participation of 16-18-year-olds in education and training, by gender, England, 2009 and 2010
                                                                                                                                                                                • Appendix – Internet Usage

                                                                                                                                                                                    • Figure 36: Ways in which teens have accessed the internet, by demographics, July 2011
                                                                                                                                                                                    • Figure 37: Repertoire of ways in which teens have accessed the internet, by demographics, July 2011
                                                                                                                                                                                  • Frequency of visiting websites
                                                                                                                                                                                    • Every day
                                                                                                                                                                                      • Figure 38: Websites visited every day, by demographics, July 2011
                                                                                                                                                                                    • Some days
                                                                                                                                                                                      • Figure 39: Websites visited some days, by demographics, July 2011
                                                                                                                                                                                      • Figure 40: Websites visited some days, by demographics, July 2011 (cont)
                                                                                                                                                                                    • Never
                                                                                                                                                                                      • Figure 41: Websites never visited, by demographics, July 2011
                                                                                                                                                                                    • Repertoire of websites visited every day
                                                                                                                                                                                      • Figure 42: Repertoire of websites visited every day, by demographics, July 2011
                                                                                                                                                                                    • Repertoire of websites visited some days
                                                                                                                                                                                      • Figure 43: Repertoire of websites visited some days, by demographics, July 2011
                                                                                                                                                                                    • Use of social networking sites and frequency of visits
                                                                                                                                                                                      • Facebook
                                                                                                                                                                                        • Figure 44: Frequency of visiting Facebook, by demographics, July 2011
                                                                                                                                                                                      • Twitter
                                                                                                                                                                                        • Figure 45: Frequency of visiting Twitter, by demographics, July 2011
                                                                                                                                                                                      • Bebo
                                                                                                                                                                                        • Figure 46: Frequency of visiting Bebo, by demographics, July 2011
                                                                                                                                                                                      • MySpace
                                                                                                                                                                                        • Figure 47: Frequency of visiting MySpace, by demographics, July 2011
                                                                                                                                                                                      • Repertoire of social networking sites visited every day
                                                                                                                                                                                        • Figure 48: Repertoire of social networking websites visited every day, by demographics, July 2011
                                                                                                                                                                                      • Attitudes towards visiting social networking sites
                                                                                                                                                                                        • Figure 49: Most popular attitudes towards social networking sites, by demographics, July 2011
                                                                                                                                                                                        • Figure 50: Next most popular attitudes towards social networking sites, by demographics, July 2011
                                                                                                                                                                                    • Appendix – Pocket Money and Spending Habits

                                                                                                                                                                                        • Figure 51: Weekly pocket money or earnings, by demographics July 2011
                                                                                                                                                                                      • How teens spend their money
                                                                                                                                                                                        • Figure 52: How teenagers spend their money, by demographics, July 2011
                                                                                                                                                                                        • Figure 53: How teenagers spend their money, by demographics, July 2011
                                                                                                                                                                                    • Appendix – Leisure Habits

                                                                                                                                                                                      • Term-time/working week
                                                                                                                                                                                        • Figure 54: Most popular way in which teenagers spend their time on term-time activities, by demographics, July 2011
                                                                                                                                                                                        • Figure 55: Next most popular way in which teenagers spend their time on term-time activities, by demographics, July 2011
                                                                                                                                                                                      • Weekends/ holidays
                                                                                                                                                                                        • Figure 56: Most popular ways in which teenagers spend their time on weekends/holidays, by demographics, July 2011
                                                                                                                                                                                        • Figure 57: Next most popular way in which teenagers spend their time on weekends/holidays, by demographics, July 2011
                                                                                                                                                                                    • Appendix – The Support Network

                                                                                                                                                                                        • Figure 58: Who teenagers turn to for help with homework, by demographics, July 2011
                                                                                                                                                                                        • Figure 59: Who teenagers turn to for buying treats, by demographics, July 2011
                                                                                                                                                                                        • Figure 60: Who teenagers turn to for buying toys/games/gadgets, by demographics, July 2011
                                                                                                                                                                                        • Figure 61: Who teenagers turn to for buying clothes, by demographics, July 2011
                                                                                                                                                                                        • Figure 62: Who teenagers turn to for pocket money, by demographics, July 2011
                                                                                                                                                                                        • Figure 63: Who teenagers turn to for if they have something to complain about, by demographics, July 2011
                                                                                                                                                                                        • Figure 64: Who teenagers turn to for making lunch for school/work, by demographics, July 2011
                                                                                                                                                                                        • Figure 65: Who teenagers turn to for help with getting ready for school/work, by demographics, July 2011
                                                                                                                                                                                        • Figure 66: Who teenagers turn to for taking/driving me to school/work, by demographics, July 2011
                                                                                                                                                                                        • Figure 67: Who teenagers turn to for socialising/doing outside activities, by demographics, July 2011
                                                                                                                                                                                    • Appendix – Brand Awareness and the Impact of Advertising

                                                                                                                                                                                      • Sources of information
                                                                                                                                                                                        • Electronic gadgets
                                                                                                                                                                                          • Figure 68: Most popular sources of information for electronic gadgets, by demographics, July 2011
                                                                                                                                                                                          • Figure 69: Next most popular sources of information for electronic gadgets, by demographics, July 2011
                                                                                                                                                                                        • Clothes
                                                                                                                                                                                          • Figure 70: Most popular sources of information for clothes, by demographics, July 2011
                                                                                                                                                                                          • Figure 71: Next most popular sources of information for clothes, by demographics, July 2011
                                                                                                                                                                                        • Snacks/ sweets
                                                                                                                                                                                          • Figure 72: Most popular sources of information for snacks/sweets, by demographics, July 2011
                                                                                                                                                                                          • Figure 73: Next most popular sources of information for snacks/sweets, by demographics, July 2011
                                                                                                                                                                                        • Music and films
                                                                                                                                                                                          • Figure 74: Most popular sources of information for new music and films, by demographics, July 2011
                                                                                                                                                                                          • Figure 75: Next most popular sources of information for new music and films, by demographics, July 2011
                                                                                                                                                                                        • New games
                                                                                                                                                                                          • Figure 76: Most popular sources of information for new games, by demographics, July 2011
                                                                                                                                                                                          • Figure 77: Next most popular sources of information for new games, by demographics, July 2011
                                                                                                                                                                                        • Reactions to advertising
                                                                                                                                                                                          • In-store advertising
                                                                                                                                                                                            • Figure 78: Most popular reaction to in-store advertising, by demographics, July 2011
                                                                                                                                                                                            • Figure 79: Next most popular reaction to in-store advertising, by demographics, July 2011
                                                                                                                                                                                          • Television advertising
                                                                                                                                                                                            • Figure 80: Most popular reactions to television advertising, by demographics, July 2011
                                                                                                                                                                                            • Figure 81: Next most popular reactions to television advertising, by demographics, July 2011
                                                                                                                                                                                          • Word of mouth
                                                                                                                                                                                            • Figure 82: Most popular reactions to word of mouth, by demographics, July 2011
                                                                                                                                                                                            • Figure 83: Next most popular reactions to word of mouth, by demographics, July 2011
                                                                                                                                                                                        • Appendix – Communication

                                                                                                                                                                                            • Figure 84: Action taken upon receipt of a text message, by demographics, July 2011
                                                                                                                                                                                            • Figure 85: Most popular means of communication with friends, by demographics, July 2011
                                                                                                                                                                                            • Figure 86: Degrees of influence of over parents, by demographics, July 2011
                                                                                                                                                                                            • Figure 87: Agreement with statements ‘I influence my friends/brothers or sisters’ and ‘I want the same things as my friends’, by demographics, July 2011
                                                                                                                                                                                            • Figure 88: Agreement with statements ‘I share things with my friends’ and ‘I share with my brothers or sisters’, by demographics, July 2011
                                                                                                                                                                                            • Figure 89: Agreement with statements ‘I influence my parents’ decisions about what electronics’ and ‘I influence my parents’ decisions about what food to buy’, by demographics, July 2011
                                                                                                                                                                                            • Figure 90: Agreement with statements ‘I am concerned about the environment’ and ‘It’s important for me to impress my friends’, by demographics, July 2011
                                                                                                                                                                                            • Figure 91: Agreement with statement ‘I like to be different from everyone else’, by demographics, July 2011
                                                                                                                                                                                        • Appendix – What’s Important to Today’s Teenagers?

                                                                                                                                                                                            • Figure 92: Ranking of clothes and accessories as most prized possession, by demographics, July 2011
                                                                                                                                                                                            • Figure 93: Ranking of latest video games as most prized possession, by demographics, July 2011
                                                                                                                                                                                            • Figure 94: Ranking of latest music as most prized possession, by demographics, July 2011
                                                                                                                                                                                            • Figure 95: Ranking of latest mobile phoneas most prized possession, by demographics, July 2011
                                                                                                                                                                                          • What teens couldn’t live without
                                                                                                                                                                                            • Figure 96: Ranking of clothes and accessories as something they couldn’t live without, by demographics, July 2011
                                                                                                                                                                                            • Figure 97: Ranking of latest video games as something they couldn’t live without, by demographics, July 2011
                                                                                                                                                                                            • Figure 98: Ranking of latest music as something they couldn’t live without, by demographics, July 2011
                                                                                                                                                                                            • Figure 99: Ranking of latest mobile phone as something they couldn’t live without, by demographics, July 2011
                                                                                                                                                                                          • What’s important to teens?
                                                                                                                                                                                            • Any important
                                                                                                                                                                                              • Figure 100: Activities and qualities that are either very important or important to teens, by demographics, July 2011
                                                                                                                                                                                              • Figure 101: Activities and qualities that are either very important or important to teens, by demographics, July 2011
                                                                                                                                                                                            • Neutral
                                                                                                                                                                                              • Figure 102: Activities and qualities that are of neutral importance to teens, by demographics, July 2011
                                                                                                                                                                                              • Figure 103: Activities and qualities that are of neutral importance to teens, by demographics, July 2011
                                                                                                                                                                                            • Any unimportant
                                                                                                                                                                                              • Figure 104: Activities and qualities that are either unimportant or very unimportant to teens, by demographics, July 2011
                                                                                                                                                                                            • What impresses teens?
                                                                                                                                                                                              • Any impressed
                                                                                                                                                                                                • Figure 105: Things that impress teens, by demographics, July 2011
                                                                                                                                                                                              • Neither impressed nor unimpressed
                                                                                                                                                                                                • Figure 106: Things that neither impress nor unimpress teens, by demographics, July 2011
                                                                                                                                                                                              • Any not impressed
                                                                                                                                                                                                • Figure 107: Things that don’t impress teens, by demographics, July 2011
                                                                                                                                                                                            • Appendix – Typologies

                                                                                                                                                                                                • Figure 108: Ways in which teens have accessed the internet, by target groups, July 2011
                                                                                                                                                                                                • Figure 109: Repertoire of ways in which teens have accessed the internet, by target groups, July 2011
                                                                                                                                                                                                • Figure 110: Frequency of visiting websites, by target groups, July 2011
                                                                                                                                                                                                • Figure 111: Repertoire of websites visited every day, by target groups, July 2011
                                                                                                                                                                                                • Figure 112: Repertoire of websites visited some days, by target groups, July 2011
                                                                                                                                                                                                • Figure 113: Frequency of social networking websites visited, by target groups, July 2011
                                                                                                                                                                                                • Figure 114: Repertoire of social networking websites visited every day, by target groups, July 2011
                                                                                                                                                                                                • Figure 115: Repertoire of social networking websites visited some days, by target groups, July 2011
                                                                                                                                                                                                • Figure 116: Attitudes towards social networking sites, by target groups, July 2011
                                                                                                                                                                                                • Figure 117: Weekly pocket money or earnings, by target groups, July 2011
                                                                                                                                                                                                • Figure 118: How teenagers spend their money, by target groups, July 2011
                                                                                                                                                                                                • Figure 119: How teenagers spend their time, by target groups, July 2011
                                                                                                                                                                                                • Figure 120: Who teenagers turn to for help or advice, by target groups, July 2011
                                                                                                                                                                                                • Figure 121: Sources of information for new products, by target groups, July 2011
                                                                                                                                                                                                • Figure 122: Reactions to television advertising, by target groups, July 2011
                                                                                                                                                                                                • Figure 123: Repertoire of reactions to television advertising, by target groups, July 2011
                                                                                                                                                                                                • Figure 124: Reaction to in-store advertising, by target groups, July 2011
                                                                                                                                                                                                • Figure 125: Repertoire of reaction to in-store advertising, by target groups, July 2011
                                                                                                                                                                                                • Figure 126: Reactions to word of mouth, by target groups, July 2011
                                                                                                                                                                                                • Figure 127: Repertoire of reactions to word of mouth, by target groups, July 2011
                                                                                                                                                                                                • Figure 128: Action taken upon receipt of a text message, by target groups, July 2011
                                                                                                                                                                                                • Figure 129: Most popular means of communication with friends, by target groups, July 2011
                                                                                                                                                                                                • Figure 130: Degrees of influence of over parents, by target groups, July 2011
                                                                                                                                                                                                • Figure 131: Agreement with selected attitudes, by target groups, July 2011
                                                                                                                                                                                                • Figure 132: Most prized possessions, by target groups, July 2011
                                                                                                                                                                                                • Figure 133: Things teens could not live without in a typical day, by target groups, July 2011
                                                                                                                                                                                                • Figure 134: Activities and qualities that are important to teens, by target groups, July 2011
                                                                                                                                                                                                • Figure 135: Degree to which selected things impress teens, by target groups, July 2011
                                                                                                                                                                                                • Figure 136: Target groups, by demographics, July 2011

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                                                                                                                                                                                            Teen Lifestyles - UK - November 2011

                                                                                                                                                                                            £1,750.00 (Excl.Tax)