Young & Powerful!
A Look at the Teen Demographic
With an aggregate income of
$80 billion, the 26 million 12-to-17
year olds who make up the teens
market represent an important
consumer segment in their own right.
Source: June 2007, The Teens Market in the U.S. (Packaged Facts)
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Moreover, parents spend another $110
billion on teens in key consumer
categories such as apparel, food,
personal care items, and
entertainment.
Source: June 2007, The Teens Market in the U.S. (Packaged Facts)
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Twenty-first century teens are
among the first Americans to grow
up using computers and engaging
with the Internet as part of
their everyday routine.
Source: June 2007, The Teens Market in the U.S. (Packaged Facts)
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The Teen Market is expected to
surpass $200 billion by 2011,
despite a population decline
Source: June 2007, The Teens Market in the U.S. (Packaged Facts)
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The Teens Market in the US
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The market for products bought by and for the teen market
will undergo a slight growth spurt, increasing from $189.7
billion in 2006 to $208.7 billion in 2011, despite an estimated
3% decline in the 12-17 year-old population in that same time
period.
Teen spending money will increase an estimated 3.5%
annually, raising the aggregate teen income to $91 billion in
2011.
Packaged Facts estimates that 12-14 year-olds have an
average annual income of $2,167; teens in the 15-17 year-old
age group generate an average annual income of $4,023.
The amount of money families spend on food, apparel,
personal-care items and entertainment is expected to rise to
$117.6 billion in 2011 (from $110 billion in 2006).
Source: June 2007, The Teens Market in the U.S. (Packaged Facts)
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The Teens Market in the US (continued)
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Though non-Hispanic Whites account for 82% of those age
65+, they compromise only 61% of those in the 14-17 yearold age group. Multicultural kids in the 12-17 year-old age
group now account for around 40% of the teen population.
Nearly two out of three teens line in two-parent families.
A substantial minority live with only one parent (29.1%) or
with neither parent (6.0%).
Around 40% of teens live in a household with an income of
less than $50,000. Another 40% live in households with an
income of $75,000+.
Nearly one out of three view the Internet as their primary
source of entertainment.
More than 90% use a computer either at home or at school.
Source: June 2007, The Teens Market in the U.S. (Packaged Facts)
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Hispanic Teen Population
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There are 6.2 million Hispanics between the ages of
12 and 19, which is 20% of all teens.
Growth rate is 6X higher than the rest of the teen
population. By 2020, the Hispanic teen population is
expected to grow 62% compared to the 10%
growth in the teen population overall.
One in four births in the U.S. are Hispanic.
Hispanic teens spend $19 billion annually, with top
dollars going to clothing and food.
Hispanic teens spend an average of $320 per
month, 4% higher than the non-Hispanic
counterparts.
Source: 2008 Alloy Access
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Television
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Media Consumption of a Typical U.S.
Teenager as measured by Nielsen.
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A Day In The Life
TV
3 hours, 20
minutes
PC
52 minutes
including
applications
Mobile Voice
6 minutes
Video on MP3
Player
1 in 4 watched
DVR
8 minutes
Internet
23 minutes
Text-Messages
96 sent or
received
Audio-Only MP3
Player
1 in 2 used
DVD
17 minutes
Online video
If they watched,
watched 6
minutes
Mobile video
If they watched,
watched for 13
minutes
Newspaper
1 in 4 read
Console Gaming
25 minutes
PC Games
1 in 10 played,
today
Mobile Web
1 in 3 used
Movie Theater
Went once in the
past 5 weeks
Source: The Nielsen Company; June 2009 How Teens Use Media
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Television is still the dominate medium
choice for teenagers.
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Top 10 Primetime Shows (All Teens)
It’s no surprise that “American Idol” leads the way, but FOX also has
7 of the top 10 Teen favorites.
Rank
Program
Network
Start Date
TLC*
US AA% P12-17
1
American Idol-Tuesday
FOX
1/12/10
20
6.3
2
American Idol-Wednesday
FOX
1/13/10
20
5.6
3
Family Guy
FOX
9/27/09
29
3.8
4
Secret Life/American Teen
FAM
1/4/10
17
3.8
5
Make It or Break It
FAM
1/4/10
10
3.7
6
Glee
FOX
9/23/09
20
3.3
7
NBC Sunday Night Football
NBC
9/27/09
14
3.1
8
Cleveland
FOX
9/27/09
25
3.0
9
American Dad
FOX
9/27/09
22
2.8
10
The Simpsons
FOX
9/27/09
28
2.8
*at least 7 prime telecasts airing between 9/21/09-5/26/10
Source: The Nielsen Company, Ties broken by ‘000 (Ad-supported Cable only)
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Top 10 Primetime Shows (12-17 Males)
Rank
Program
Network
Start Date
TLC*
US AA% M12-17
1
Family Guy
FOX
9/27/09
29
4.9
2
American Idol-Tuesday
FOX
1/12/10
20
4.8
3
NBC Sunday Night Football
NBC
9/27/09
14
4.6
4
American Idol-Wednesday
FOX
1/13/10
20
4.5
5
NFL Regular Season
ESPN
9/21/09
15
4.0
6
Cleveland
FOX
9/2709
25
3.9
7
American Dad
FOX
9/27/09
22
3.6
8
The Simpsons
FOX
9/27/09
28
3.6
9
WWE Entertainment
USA
9/21/09
73
3.3
10
Undercover Boss
CBS
2/7/10
9
3.0
*at least 7 prime telecasts airing between 9/21/09-5/26/10
Source: The Nielsen Company, Ties broken by ‘000 (Ad-supported Cable only)
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Top 10 Primetime Shows (12-17 Females)
Rank
Program
Network
Start Date
TLC*
US AA% F12-17
1
American Idol-Tuesday
FOX
1/12/10
20
7.7
2
Secret Life/American Teen
FAM
1/4/10
17
7.0
3
Make It or Break It
FAM
1/4/10
10
6.9
4
American Idol-Wednesday
FOX
1/13/10
20
6.7
5
Glee
FOX
9/23/09
20
4.7
6
Victorious
NAN
3/28/10
8
3.5
7
Victorious
NICK
3/27/10
31
3.1
8
Desperate Housewives
ABC
9/27/09
24
3.1
9
10 Things I Hate About You
FAM
3/22/10
13
2.9
10
The Bachelor
ABC
1/4/10
9
2.8
*at least 7 prime telecasts airing between 9/21/09-5/26/10
Source: The Nielsen Company, Ties broken by ‘000 (Ad-supported Cable only)
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Share of Teen (12-17) Video Minutes
Source: The Nielsen Company; June 2009 How Teens Use Media
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Internet
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Teens browse the Internet less than
half as much as the typical user.
Source: The Nielsen Company; June 2009 How Teens Use Media
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Average Monthly Time Spent Using Internet
U.S. (hh:mm:ss)
Q1 2009
Source: The Nielsen Company; June 2009 How Teens Use Media
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The Internet Generation
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Some 90% of U.S. teens have access to the Internet
at home and 73% have access on a school PC.
Among teens with Internet access at home, 55% of
teens with Internet say they have a wireless
connection at home.
Teens flock to many of the same categories and
sites as adults. Member communities (social
networks and blogs) also consistently rank among
the most popular categories for teens.
Source: The Nielsen Company; June 2009 How Teens Use Media
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Social Networks and Blogs
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MySpace and Facebook are critical elements of the
teen experience. In the U.S., nearly half of online
teens 12-17 visited MySpace and Facebook in May
2009 (45% and 44%, respectively).
All said, teens 12-17 accounted for 28% of
MySpace’s page views and 12% of Facebook’s
during the month.
Sixty-seven percent of teen social networkers say
they update their page at least once a week.
Source: The Nielsen Company; June 2009 How Teens Use Media
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Mobile
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Mobile: Always Connected
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In the U.S., 77% of teens already have their own
mobile phone. Another 11% say they regularly
borrow one.
83% of U.S. mobile teens use text-messaging and
56% use MMS/picture messaging.
The average U.S. teen now sends or receives an
average of 2,899 text-messages per month
compared to 191 calls.
More than half of all U.S. teen mobile subscribers
(66%) say they actually prefer text-messaging to
calling.
Source: The Nielsen Company; June 2009 How Teens Use Media
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Mobile Media Use by U.S. Teen 13-17 Mobile Users
83%
Text Messaging
56%
MMS
45%
43%
40%
37%
33%
32%
29%
29%
29%
28%
26%
26%
23%
18%
18%
17%
16%
Pre-installed Game
Ringtone Downloads
Instant Messaging
Mobile Internet
Screensaver Download
Picture Download
Game Download
Software Download
Text Alert
Email
Video Messaging
Content Upload
Music Download
Mobile Video
Online Game
Streaming Audio
Location-based Service
VoiP
Q1 2009
5%
Source: The Nielsen Company; June 2009 How Teens Use Media
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Daily Media Use Way Up
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Today, 8-18 year-olds devote an average of 7 hours and
38 minutes to using entertainment media across a
typical day, and because of “media multitasking,” they
actually manage to pack in a total of 10 hours and 45
minutes in that 7:38.
The increase in media is driven in large part by ready
access to mobile devices, with an increase in 8-18 year
old ownership of cell phones up to 66% (from 39% five
years ago) and iPods and MP3 players up to 76% (from
18% five years ago).
Young people now spend more time listening to music,
playing games and watching TV on their cell phones (:49
daily) than they spend talking on them (:33 daily).
Source: 1/20/10 Kaiser Family Foundation
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Thank You!
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