Guess who's feeling good (Besides James Brown)? Take a look:
Teens Have Their Stuff Together
An advance release of the Teen Topix study by OTX and the Intelligence Group finds that 81% of teens (13-17) say they are at least somewhat happy, and over a third say they are very happy. Teens report to be happiest with their relationships with friends, their talents, their abilities, and their school performance. And more than three quarters are happy about how they "look" Online.
| Degree of Happiness With Selected Areas of Life and Relationships (% of respondents selecting top two out of five degrees of "happiness") | ||
| Rank | Description | % "Happiest" |
| 1. | Your relationship with friends | 85% |
| 2. | Your talents or abilities | 80% |
| 3. | How you look online (e.g.: MySpace profile) | 78% |
| 8. | Where you live (e.g.: the town or city) | 67% |
| 9. | Your relationship with boyfriend / girlfriend | 66% |
| 10. | Your body | 58% |
| Source: OTXresearch & the Intelligence Group, March 2008 | ||
In recognizing the importance of their physical appearance, 61% of teens said they worry about their looks, and 48% said they compare the way they look with friends and peers. 50% of teens said looks and physical appearance were very important when it comes to being respected by others, says the report, but appearance is considerably less important in being liked by others, getting ahead in the workplace, and making lots of money.
| Importance Of Looks/Physical Appearance (Very Important) | ||
| Rank | Perception | Very Important |
| 1. | The way you feel about yourself | 60% |
| 2. | Being respected by others | 50% |
| 3. | Getting a date / boyfriend / girlfriend | 47% |
| 4. | Getting a good job | 47% |
| 10. | Being liked by others | 33% |
| 11. | Getting ahead in the workplace | 30% |
| 12. | Making lots of money | 27% |
| 13. | How many friends you have | 21% |
| Source: OTXresearch & the Intelligence Group, March 2008 | ||
The survey found that teens spend an average of $27 per month on health and beauty products. Deodorants were the most commonly used products on a daily basis, with whitening toothpastes, lip balms, perfumes, and facial scrubs, also making the top of the list.
| Daily Usage of Health and Beauty Products | ||
| Rank | Products Used Daily | % of Respondents |
| 1. | Deodorant or antiperspirant | 84% |
| 2. | Whitening toothpastes | 55% |
| 3. | Lip balm / moisturizer | 54% |
| 8. | Hair styling products | 38% |
| 9. | Make-up | 31% |
| 10. | Moisturizers | 31% |
| Source: OTXresearch & the Intelligence Group, March 2008 | ||
Bruce Friend, President, Media and Entertainment Insights, OTX, says "Teens are an important consumer group... we have to look not just at what they buy... (but) what motivates them... their aspirations... (and) what makes them tick."
Teens cited a number of positive influences on self image. Asked "when it comes to those things that influence how you feel about yourself would you say these usually make you feel better about yourself, worse about yourself or make no difference how you feel about yourself."
| Positive Influences on Self Image | ||
| Rank | Influence | Positive Influence |
| 1. | Your girlfriend/boyfriend | 84% |
| 2. | Your religion | 82% |
| 3. | Your friends | 79% |
| 8. | Magazines you read | 38% |
| 9. | Advertising you see (on TV or elsewhere) | 33% |
| 10. | Other kids in school | 31% |
| Source: OTXresearch & the Intelligence Group, March 2008 | ||
When teens were asked to choose from a pair of related, yet conflicting statements, Jane Buckingham, President of the Intelligence Group, reviewing the responses, notes that "The answers to our questions have surprised many in the marketing community and have caused them to rethink how they need to appeal to this demographic."
When asked if they would rather get a college degree' or win American Idol, 90% selected college degree. And three quarters of the respondents would rather have friends than lots of money.
| Selected "either/or" Responses | |||
| Would you rather... | % Selecting | Or... | % Selecting |
| Get a new car for your HS graduation | 96% | Get plastic surgery for your HS graduation | 4% |
| Exercise to lose weight | 91% | Take diet pills to lose weight | 9% |
| Get your College degree | 90% | Win American Idol | 10% |
| Have a lot of friends | 76% | Have a lot of money | 24% |
| Feel good | 69% | Look good | 31% |
| Be told you have a great personality | 68% | Be told you are hot | 32% |
| Be Comfortable | 68% | Be Fashionable | 32% |
| Be the smartest kid in school | 55% | Be the best looking kid in school | 45% |
| Source: OTXresearch & the Intelligence Group, March 2008 | |||
For more information about the study, please visit OTXresearch here.
And here's James:
Sphere: Related Content
Posts
No comments:
Post a Comment