Snapshot of Teens Today- June 2014
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I facilitated a half day workshop for social workers, youth workers and other social service agency employees around teens today. The presentation focused on understanding teens today in order to engage them in a positive relationship or program. Note: some slides were videos or question starters for dialogue and may be hard to understand outside of the context of the workshop.
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Snapshot of Teens Today- June 2014
- 1. A SNAPSHOT OF TEENS
- 3. “Helping make the world a better place and doing things for others is very important to me” 45% HIGHER 66%
- 4. “We feel that social networking helps our relationships with friends.” 42% 52% Higher
- 5. “I can talk openly with my parents about serious issues such as drugs, sex and drinking.” 37% 82% HIGHER
- 6. Topics We Will Cover Consumers Media Life Perspectives Bonus Material Technology Values Trends Resources
- 7. Biggest Everyday Complaints TEENS (2000) TEENS (2011) 31% Stress 30% Not enough money 29% Not enough time in the day 25% Not enough sleep 21% School 12% Parents 47% Not enough money 28% School 27% Not enough time in the day 19% Stress 19% Not enough sleep 13% High Expectations
- 8. 5522 5522 3377 3322 2299 2009 5500 2010 2011 18-19S FT/PT 16-17S PT ONLY TEEN EMPLOYMENT (%)
- 9. Basically, I feel… “It’s important to have clothes or other products with a particular brand name.” Sebastian of “NYC Prep”/Bravo 25% 82% “It’s fashionable to be a smart shopper.” 46% “I care a lot about whether my clothes are in style”
- 10. 15 Years Ago Today Listening to music Watching a movie Contacting people Reading the news Making music
- 11. Smartphone Update 2009 - 2010 OWN SMARTPHONE PLAN TO BUY SMARTPHONE 1111%% 3300%% TEENS 2009 TEENS 2011 1122%% 1177%% TEENS 2009 TEENS 2010 SMARTPHONE OWNERSHIP 2009 11% 2012 58% Source: Nielsen
- 12. TEENS’ MOBILE PHONE ACTIVITIES Talked to Family 98 Talked to Friend 97 Sent or received text/SMS/IM 95 from friends Sent or received text/SMS/IM from family 94 Taken Photos 93 Sent Photos 83 Recorded Videos 66 Accessed the Internet 65 Visited a Social Networking 59 site Played Games 57 Updated Status 57 Sent or read email 57 Listen to MP3s 56
- 14. TEENS (2000) TEENS (2012) 11% YAHOO 6% MTV.COM 5% HOTMAIL 4% NAPSTER 3% WWF.COM 2% NSYNC.COM, EBAY, ESPN.COM ASIAN AVENUE, ALLOY BLUEMOUNTAIN.COM 56% FACEBOOK 29% YOUTUBE 15% GOOGLE 11% YAHOO 12% AMAZON 7% eBAY 6% TWITTER 5% ESPN 5% TUMBLR 4% HULU
- 15. Where is everybody and what are they doing? How can I connect with people like me? Do you have any idea how AWESOME I am?
- 16. 80% participate in social networking 41% of teens have multiple Social Network accounts 93% of teens have a Facebook Account 24% of teens have a MySpace account 16% of teens use Twitter-doubled in 2yrs The rest- 7% or less: Yahoo, YouTube, Skype, Tumblr Top Activity- 88% IM and chat with friends Social Networking Facts Statistics based on online teens (95% of 12-17 yr olds) Source: PewInternet
- 17. Source: Common Sense Media
- 21. WHAT ARE TEENS DOING WITH THEIR FREE TIME? Spending Time with Friends 59 Watching TV/Movies 38 Listening to Music 33 Going Online 29 Playing Video Games 27 Spending time with Boyfriend/Girlfriend 22 Spending time with Parents 20 Playing Sports 16 Reading 15 Exercising/Working out 11 Shopping 10 Hobbies 8 Spending time with Brother(s)/Sister(s) 7 Attending Religious Activities 3 Volunteering 3
- 22. TEENS FAVORITE TV SHOWS
- 23. In 2001 43% of teens played basketball in organized leagues and tournaments….. …in 2011 only 17% of teens played basketball in organized leagues and tournaments.
- 25. FRIENDS BY THE NUMBERS… BEST FRIENDS FRIENDS FACEBOOK FRIENDS TEENS TWENTIE S 3 TEENS TEENS 155 3 TWENTIE S TWENTIE S 4 3 55 50 38 30 182 210 237 “The Social Network” M F
- 27. The Truth about Youth-McCann World Group
- 28. WHAT MAKES YOU HAPPY? 81 Good health 79 Close friends 79 Financial security 78 A good education 77 A close family 72 Having time to myself 70 Being in a healthy relationship 65 Physical activity/exercise 63 Having an active social life 54 Living in the moment 54 Pets 48 Religious or spiritual fulfillment 41 Doing something crazy 32 Material things 27 Partying
- 29. TRU Value Monitor™ Tracking Teens 7744 7711 I always try to have as much fun as possible It’s really hard to get ahead in life with out a college education I really like to do things with my family 7700 Teens boasting that they like to do risky or dangerous things 3333
- 30. Parents are Mostly Awesome… 21% Guys 65% Guys 89% Guys Guys 25% Girls 83% Girls Guys Girls “My views on the world are different from my parents’” “Parents’ advice influences my decisions” Guys 68% Girls “My parents know less than me about technology”
- 31. What’s big at school, fool? 2001 2011 2001 2011 12% 9% Gangs/violence 29% 16% Cutting class 28% 20% Cigarettes 27% 23% Drugs Social causes 13% 35% School clubs 35% 59% School spirit 45% 61% Sports 61% 69%
- 32. TOP FIVE ISSUES THAT EXIST IN MY SCHOOL BULLYING 64 DRUGS 61 HOMOPHOBIA UNPLANNED PREGNANCY POOR PARENTING 52 51 47
- 33. Top Issues: Top Vices: Being Physically Fit Eating Healthy Caring about the Environment Volunteer Work Alcohol Marijuana Prescription Drugs
- 34. 61% Bonus Material “Other people look to me for my advice and opinions”
- 35. Teens Favorite Brands 20% 8% 19% 5% 6% 8% 4% 7% 5% 6%
- 36. MALES Favorite 2 EMINEM 3 DRAKE 4 LIL WAYNE 5 MAROON 5 Teens Favorite Musicians… FEMALES Favorite 2 TAYLOR SWIFT 3 KATY PERRY 4 MAROON 5 5 JUSTIN BIEBER
- 37. MEET THE POSTGENS! (2000-2020) ONLY 30% SENT AN EMAIL IN LAST 30 DAYS THEY HAVE THE HIGHEST RECORDED FAMILY AFFINITY IN 30 YEARS VOCATION AS A CALLING INSTEAD OF A JOB
- 38. ATTITUDE TOWARDS COMMUNITY COLLEGE A two-year / community college is okay, if stepping stone to a four-year A two-year / community college makes financial sense right now A two-year / community college is just as good as a four-year Community on NBC
- 40. •Lack of sufficient sleep--a rampant problem among teens--appears to put adolescents at risk for cognitive and emotional difficulties, poor school performance, accidents and psychopathology, research suggests. (American Psychological Association)
- 41. www.cpyu.org
Notas do Editor
- Introduction: “Let me tell you a story…(teen coming in talking about the big game and I had no idea what he was talking about). I believe that in order to impact teens you need to have a relationship with them, if you can’t connect or relate you may miss an opportunity to build a relationship. If you stay current with teen culture and trends it will help bridge that gap and allow you to connect or at least understand where teens are coming from.
- 46% of teens feel they can talk to both of their parents openly about these issues. 31% mom only and 5% dad only
- Let’s dive in the Consumer section. I’m sure you’re all thrilled to jump in this section, given the state of the economy. I’ve got good news, bad news and everything in between. Let’s get down to business.
- In 2000, we asked teens… what are your biggest everyday complaints. I got a bunch of complaints. And three came back pretty much even. 10 years later, I still have a lot of problems but there’s ONE that really stands out. For half… not enough money is the biggest complaint. You bet not enough money, let’s take a look at Teen Spending… NOTE: Peer pressure, dropped from 10% to 6%. Peer pressure seems less important
- For teens it’s all about treading water… lowest numbers since WWII and it is not getting any better
- Buying the latest and greatest is not as important to me. Two thirds agree. There’s a lot of stuff that’s out there (tech, fashion, etc) that’s well good enough. And beyond that. How do they feel about this next statement… It’s fashionable to be a smart shopper. That was Mom’s job, right? Youth used to have the license to spend recklessly. I want this I have to have it. Well today, nearly 85% agree with this statement. And we’ve learned that a “smart shopper” is someone who has figured out how to get more for less. And that’s the attitude.
- Media and Media consumption: Look at this… only 15 years ago…. Today… all
- 68% own a regular cell phone. Total ownership for teens is around 85% First of all, know this. Smartphones are a big deal. Why is this important for us to know? It is with them always, even when they sleep. 53% of millenials would choose to lose their sense of smell over their cell phone For teens, ownership is up. And plan to purchase is WAY up. For twenty-somethings, ownership has almost doubled. And plan to purchase is pretty much the same. That’s because a lot more twenty-somethings already have a smartphone.
- Teen Girls-3,952 messages per month Teen Boys- 2,815 Messages per month It is faster, easier and more fun than calling NOTE: Usually you can see…purchase intent having a predictive impact on ownership. Not in this case… Obstacles include: Limited by carrier Price Locked in contracts The industry has done a great job of offering OK substitutes.
- What is Tumblr? Millions of people sharing the things they do, find, love, think, or create. Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or wherever you happen to be. You can customize everything, from colors, to your theme's HTML. Teen Quotes: . Life away from everyone they usually hang out with. Safe haven away from others. It just a recollection of past shows/music/photos/events/everything else in the form of a photo. You customize it to your own needs and put whatever you want on it. Tumblr is whatever you make it to be :) If teens are like me, we use it to relate to other people through pictures
- Let’s take another look at that 2000 study. And their favorite websites. A write-in question here. : WWF, NSYNC. Definitely on the list of my favorite websites. You also notice the numbers aren’t too high. Now move ahead to 2010. First of all, as the medium matures, you would expect fragmentation. Look at cable TV, over 200 channels. Look here. Big numbers for the top three. And of course the top three didn’t even exist 10 years ago. Not only did they not exist but their type or style of website didn’t exist. These are social networking sites and their primary focus is to connect people. Person to person on a grand scale. Why does this concept resonate so well with Millennials? Because social networking in general answers three key questions that dominate the minds of young people… The first is…
- Does anyone remember feeling this way? Your stuck at home on a Friday night and you wonder…. Where is everybody and what are they doing? I could be missing out on something BIG. That sense of exclusion and wonder. Well social networking takes care of that. Not only do I know where everyone is, all the time. I just saw the picture. How can I connect with people like me? How did you do it in the past? You were very limited to the people in your neighborhood or at your school. Limited potential. Today I can definitely find others like me or who share a common interest. Regardless of what that interest might be. And the connection is more friction-free than ever before. And the last question. I’ll say as a rhetorical question, but still a very important one is… Do you have any idea how AWESOME I am? Social networking gives Millennials the platform and opportunity to show the world just how special they are. These are three powerful questions. And they are all being answered by social networking. As a brand how can you enable these feelings.
- African American teens are 3x as likely to be twitter users that either white or Latino teens (34% of online AA teens are on twitter)
- South Park, The Office, House, The Simpsons, The Voice, Criminal Minds, Two and a Half Men, The Secret Life of the American Teenager, Modern Family, NCIS, CSI, Myth Busters Question was what are your three favorite TV shows?
- Only 16% mentioned playing sports in free time
- 54% of males and 52% of females have friends online they have never met
- They talked about lots of wholesome things…. But nationally, when the rubber hits the road… But wait, that’s the bottom of the list. Healthy, Wealthy and Wise Health, friendship, financial security, education, a close family… tied for first place. Me-time, healthy relationship, active social life – secondary tier (religion/sprirtual fulfillment: near bottom) still 48% top-two-box, but ranks below pets.
- Let’s get inside their heads just a bit. And start off looking at agreement with a few key statements… Success means making a lot of money. It’s UP. Listen, when I don’t have money, I realize I need it. If I only had more money, my problems would go away. Wouldn’t have to worry about cutting back, how I’m going to pay for school, etc. Things are really going well for me. Here’s something you have to remember. This is teens. No change. They lack context. There is a sense of youthful optimism. I’m only 15 and things feel pretty good right now. That’s what’s so great about teens. Possible callout for AA teens here.
- Let’s start this section with Family. So Parents are mostly awesome. In fact for half of teens they feel like they share the same views as their parents. We’ve talked about this before. The generation gap becoming less and less significant. A little fewer for twenty-somethings. However, parents are a little behind. Technology is an area where parents lag. But here’s where parents reign. Parent’s advice influences my decision. And if parent’s advice is important. Do you know what’s even more important? Parent’s money. We talked about this last year. But I want to go one step further this year and not just to tell you that you’ve got to get parental buy-in but to tell you how. There’s no value gap but there is a value gap.
- Moving from college to high school… we’re seeing a decrease in “bad” stuff, and an increase in “good stuff”.
- Ask audience what there top issues were when they were in School Kurt and Dave
- The majority of young people believe dabbling in such vices is a form of escape-one which they can quit tomorrow. Another note: acceptability of harder drugs is up Prescription drugs are more popular than cigerates and diet pills
- Great brand? Then why isn’t it on their list favorites? Oh but it is… Second year in a row Apple tops. Along with some other brands here that feel just a little less relevant. Why is apple such a big deal. People ask us all the time, what brands are really connecting with young people. The answer is clearly Apple. And here’s the reason why…
- Tiger Woods has always done pretty well. Girls might not just be looking at athleticism.
- The post generation to not only refer to the fact that they are post millennials but they arrive just after a myriad of seismic events: columbine, 9/11, smartphone, first AA president, growth of minority population and they like to post their life. Email: shows growth of technology, email is too slow
- Attitudes around community college, No surprise here, it’s OK if you start at a community college. But half believe the community college just makes sense right now. And get this… a third…
- We love teens. They are creative, active, wired…and frustrated that our world is so messed up. DoSomething.org harnesses that awesome energy and unleashes it on causes teens care about.. Almost every week, we launch a new national campaign. The call to action is always something that has a real impact and doesn’t require money, an adult, or a car. With a goal of 5 million active members by 2015, DoSomething.org is one of the largest organizations in the U.S. for teens and social change.