Browse Results

Background: The College Top Ten List report is conducted four times a year. Findings for the Q4 2009 wave were based on online interviews completed the week of November 30, 2009:

    - 1,031 college students between the ages of 18 and 24

    - Demographically representative by age, gender, ethnicity, geographic location, year in school, school type and size with a margin of error of +2.5/-2.5 percent

    - On an un-aided basis, respondents provided up to their three favorite choices for each category

College Shopper Insights is a component of the College Lifestyle consumer deep dive conducted twice annually. Findings for the Fall ‘09 wave of College Shopper Insights were based on in-person interviews conducted the week of November 30^th, 2009. Interviews were conducted with 1,200 college students between the ages of 18 and 24 from 50 participating campuses: Demographically representative by age, year in school, gender, ethnicity, geographic location, school type and size with a margin of error of +2/-2 percent.

Background:

With 2009 nearly in the books, it’s time once again to take stock of what has been a highly eventful year in media, marketing, entertainment and technology. As we prepare to say goodbye to 2009 and welcome in 2010, we are pleased to present the lone qualitative deliverable within the Youth Trends portfolio: the annual Youth Macro Trends & Predictions report. We've identified 12 macro trends that will shape youth behavior in the year ahead.

Findings for the Q3 '09 wave of Top Ten were based on online interviews completed the week of August 17, 2009. A total of 1,011 respondents between the ages of 13 and 18 participated.

- Demographically representative by age, gender, grade in school, ethnicity and geographic location

- On an un-aided basis respondents provided up to their three favorites for each category including TV shows, Magazines, Musical Artists, Movies, Celebrities, Video game titles, Web destinations, Retailers and Clothing Brands. Findings are segmented by gender.

Findings for the Q3 '09 wave of Top Ten were based on online interviews completed the week of August 17, 2009. A total of 976 respondents between the ages of 8 and 12 participated.

- Demographically representative by age, gender, grade in school, ethnicity and geographic location

- On an un-aided basis respondents provided up to their three favorites for each category including TV shows, TV networks, Musical Artists, Web Sites, Male Celebrities, Female Celebrities and Clothing Retailers. Findings are segmented by gender.

Findings for the Q3 '09 wave of Top Ten were based on online interviews completed the week of August 17, 2009. A total of 1,087 respondents between the ages of 18 and 24 participated.

- Demographically representative by age, gender, school type, school size, year in school, ethnicity and geographic location

Background: The Back to School Retail & Shopping Report is conducted on an annual basis. Findings for the ’09 wave were based on online interviews conducted the week of July 13, 2009.

- A total of 1,127 between the ages of 17 and 24 participated. All respondents are current or incoming college students.

- Demographically representative by age, gender, ethnicity, geographic location, school type, school size and year in school

Excerpt: Back To School ’09—For the mega important back to school shopping season it seems as if the concept of frugality is the new black. Based on the results of the recently released Back To School Retail & Shopping report, the majority of teens and college students demonstrate a measurable level of frustration as it relates to what they need for the new school year versus what they actually desire. The report findings detail the purchasing conflict across a variety of product categories ranging from clothing to residence furnishings.

Excerpt: As we cautiously enter the New Year prospects for the marketplace aren't exactly encouraging to say the least. In the current depressed macroeconomic environment, the prevailing belief is that things won't get better anytime soon. Given the daily onslaught of gloom and doom news it's almost basic human nature to follow the path towards this self fulfilling prophecy. And no doubt based on the results of our latest immersion, the teen and college audience isn't 100% immune to all of the negativity and general lack of visibility of what lies ahead.

Findings for the Q2 '09 wave of Top Ten were based on online interviews completed the week of May 11, 2009. A total of 1,102 respondents between the ages of 18 and 24 participated.

- Demographically representative by age, gender, school type, school size, ethnicity and geographic location