Browse Results

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.

Background: Teen Internet Life is a component of the Teen Lifestyle consumer deep dive conducted twice annually. Findings for the Fall '09 wave of Teen Internet Life were based on in-person interviews conducted the week of September 14, 2009. The participating sample consisted of a total of 1,212 teens between the ages of 13 and 18. The participating sample was nationally representative by age, gender, grade in school, ethnicity and geographic location based on statistics from the National Center For Education Statistics. The margin error is +2/-2 percent.

Excerpt: Emerging Digital Media Trends

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.

Excerpt: Using Social Media To Redefine The Customer Experience--As social media technologies increasingly become viable marketing solutions, there are significant emerging opportunities for companies and brands to rethink how they deal with their younger customers and users. With new tools, resources and learnings released daily, the notion of an improved and technologically enhanced customer experience strategy adds real and tangible value to the factors that influence a user action or transaction.

Youth Marketing Insights: Social Media

Excerpt: Fall TV Preview & More--Reality is fast setting in for students across the country that summer break is now over and it's time once again to hit the books as well as reconnect with classmates. The month of September also marks a significant time for the major TV networks in anticipation of the start of the new TV season.

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: Thoughtful Brand Building—Adding Emotion To The Value Equation—You might as well call it "marketing with care." It's an approach that's been gaining traction with increasingly guarded teen and college shoppers. Since the start of the year we have noticed a marked increase in the percentage of teens and college students who are essentially overlooking marketing messages centered on price and value in favor of experience and interaction.

Excerpt: Social Media Marketing Playbook & Building Blocks—In the world of social media marketing, the challenges continue to far outweigh the solutions. With that in mind, we've created a new social media marketing playbook and building block guide to help crystallize some key insights that will ideally act as a catalyst to generate some fresh thinking. Beyond the building block insights, we engaged our proprietary panelists to review and rate a series of fifteen different social media marketing programs and included a summary of the top rated programs below.