Tween Media Study
Prepared for:
Work Inc./VTSF
July 2004
Prepared by:
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Table of Contents
Background & Objectives………………………………………………….… 3
Methodology & Notes on Analysis…………………………………………… 4
Summary ………………..…………………………………………………….. 5
Recommendations …………………………..………………………………... 7
Detailed Findings …………………………..………………………………. .. 8
Overall Media and Advertising Usage……..…………….. 9
Television………………………………………………….... 22
Movies………………………………................................. 29
Music/Radio …………….………………..……………….. 33
Magazine ……………………….…………………………. 46
Internet …………………………………………………….. 49
Out-of Home……………….………………………………. 53
Sponsorships/Promotions………………………………… 56
Smoking Experiences…………………………………….. 59
Demographics………………………………………………………………. 66
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Background & Objectives
Work Inc. and Virginia Tobacco Settlement Fund (VTSF) have collaborated on
an anti-tobacco communications program among Virginia youth. In the past,
they have studied this population and the success of the communications’
program. The current study examines media behavior among 9-12 year olds in
Virginia. This Tween Media Study is a companion piece to a separately
conducted study among teens in Virginia.
The primary objectives of this study were to:
 Determine the most effective strategy for allocation of media dollars across
various media channels.
 Determine the most effective placement strategies within various media
channels.
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Methodology & Notes on Methodology
Methodology
This study was completed as an online interview between May 18th to June 9th. The
interview averaged 14 minutes.
In total 300 interviews were completed. All respondents were 9-12 years
old and lived in the state of Virginia. Sample was drawn from the Harris Poll Online
research panel. Total data shown in this report were balanced to represent 9 -12
year olds in Virginia by age, gender, race/ethnicity, and region.
Notes on Methodology
 Data has been statistically tested at the 90% confidence level:
 Significant differences are noted using letters corresponding to the
subgroups reflected in the table.
 Quotas were established by age to ensure readable bases for analysis.
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Summary
 Tweens consume a wide range of media, but television watching is still most prevalent.
 Most tweens report that they do not usually pay attention to advertising in any media.
 Ads before the movies attract the most consistent attention, but attention to TV ads is most
frequent.
 Television
 During the week most tweens watch TV from 5-7. On weekends, viewership is throughout the day.
Younger tweens are more likely to watch early weekend mornings than older tweens.
 Nickelodeon and Disney Channel are most frequently watched channels. Girls are more likely to
watch Nickelodeon, Disney and Animal Planet than boys.
 Comedies are the most often watched type of show. Tweens’ favorite shows are cartoons, with
Sponge Bob Square Pants the most frequently specified favorite.
 Movies

More girls go to the movies than boys. Most tweens go to the movies less than once a month.
 Tweens watch movies rated G, PG, and PG-13. The shift to see PG-13 movies occurs during the
tween years, when children are 11-12.
 Internet

Two thirds of all tweens surf the Internet.

Most tweens do not pay attentions to ads online.
 Four in five tweens play games by themselves on the Internet. They also do research and send/read
emails.
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Summary

Music/Radio
 Most tweens listen to the radio 1-4 hours a day.
 Tweens listen to the radio early evening and early morning.
 CDs are the most popular format for listening to music.
 Tweens mostly obtain new music by buying CDs.
 Most tweens watch music television. MTV is the most popular music television channel. Older tweens
are more likely to watch MTV and VH1 than are younger tweens. Boys are more likely to watch The Soul
of VH1 than are girls.
 Half of the tweens in Virginia attend concerts. Tweens living in Tidewater are more likely to go to
concerts than those who live in Central Virginia. Also, girls more frequently attend concerts than do boys.
 Tweens’ favorite type of music is Hip-Hop and/or Rap, Pop, and Rock. More boys than girls like Rock
and more girls than boys like Pop. Older tweens and girls like Punk Rock more than do younger tweens
and boys. Tweens living in Tidewater like Rock more than those who live in Central Virginia. Tidewater
tweens like R&B more than do Northern Virginia tweens.

Out-of Home
 More than half of all tweens notice billboards most of the time. But they do not report paying frequent
attention to their ads.
 Tween in Central Virginia and Tidewater are more likely to notice billboards than those who live in
Northern Virginia. However, those in Northern Virginia and in Tidewater are more likely to notice ads on
subways, trains and buses than those who live in the Southwest or Central.

Magazines
 Tweens who live in Central Virginia are more likely to read or flip through magazines than those who
live in Northern Virginia.
 Among magazine readers most read woman's magazines followed by sports magazines.

VTSF Campaign
 Those tweens that are aware of the Ydouthink website are girls and older tweens.
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Recommendations

The two most effective locations to place advertising is on TV and at the movies. Magazines would be a
third choice.

The number one recommendation for TV would be to place the ads during the show Sponge Bob Square
Pants. Other areas to focus are cartoons/animated shows and comedies. Channels like Nickelodeon and
Disney are good candidates for a media buy as well.
 The best time for these ads on TV are after school during the week (5-7 pm). In addition, younger
tweens can be reached in the morning on weekends.

MTV is also popular with tweens. This could be a potential spot for media dollars.

Ads before movies are a very effective way to reach tweens, but tweens attend movies less than once a
month. Therefore, if possible, targeting a high profile movie might be the best approach. The movie should
be rated PG to reach the largest cross section of the tween population.

Women's and sports magazines would be the best location for ads.

The best way to reach tweens online would be through games. Tweens do not pay attention to conventional
online ads.

Awareness of the Ydouthink website is lowest among boys and younger tweens. To reach this segment we
recommend the following placements.
For boys:
 Sports, cartoons/animated shows, and The Soul of VH1
 Rock music – related to purchasing CDs
For younger tweens:
 TV shows in the early morning on weekends
 Movies rated G and PG
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Detailed Findings
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Overall Media and
Advertising Usage
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Media Usage
%Do you…?
99%
Watch Television
Listen to Music on the
Radio
90%
See Movies
88%
Read or Flip Through
Magazines
87%
Surf the Internet
Tweens
consume a
wide range of
media, and
television is still
most pervasive.
65%
Base: All respondents
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Attention to Advertising
%Pay Attention To Most
68%
Television commercials
46%
Magazine ads
Ads before the movies
31%
Word-of-Mouth
30%
Billboards/benches/buses/subways/other
ads outside your house
19%
16%
Radio ads
Newspapers ads
4%
Street teams
2%
Internet ads
1%
Other
1%
Q650: Think about all different types of advertising we’ve talked about in this survey. What kind of ads do you pay attention to the most?
Base: All qualified respondents (n=300)
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Virginia tweens report paying
most attention to television
advertising. Older tweens tend
to pay attention to magazine
ads more than younger tweens
(53% vs 37%). Girls are more
likely to pay attention to street
teams than boys (4% vs 0%).
Tweens living in Central
Virginia are more likely (6%) to
pay attention to street teams
than tweens living in Northern
Virginia (0%) and Tidewater
(0%).
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Attention to Commercials
% Always/most of the Time Pay Attention to Advertising
34%
Movie
(n=266)
27%
Television
(n=296)
26%
Word-of-mouth
(n=300)
16%
Magazines
(n=256)
8%
Sponsorship
(n=300)
Out-Of Home
/Billboards
5%
Radio
5%
Virginia tweens
most often pay
attention to
advertising
before movies.
But attention is
infrequent
across media.
(n=300)
(n=268)
Street Team
3%
(n=300)
Internet
(n=192)
2%
Base: Use media
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Advertising at Movies
%Pay Attention to Commercials Before Movies
Never, 4%
Hardly ever, 19%
Always, 11%
% Always/
Most of the
time
34%
Most of the time,
23%
Sometimes, 43%
Source: Q465-Do you pay attention to the commercials shown before the movie begins?
Base: Watch movie-Total (n=266)
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One third of tweens who
go to the movies pay
attention to the ads at
least most of the time.
Attention does not differ
by age and gender.
However, those in
Tidewater (47%) pay
attention to ads before
movies more than those
in Central Virginia (25%).
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Advertising on Television
%Pay Attention to Television Commercials
Hardly ever, 7%
Never, 1%
Always, 6%
% Always/
Most of the
time
27%
Most of the time,
21%
One-quarter of Virginia
Sometimes, 65%
Source: Q410-Do you pay attention to TV commercials?
Base: Watch TV-Total (n=296)
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tweens pay attention to
commercials on TV at
least most of the time.
Girls (13%) are more
likely to hardly
ever/never pay attention
to TV commercials
compared to 5% of boys.
Tweens living in
Tidewater (14%) are
more likely to always pay
attention to TV
commercials than those
tweens living in Northern
Virginia (3%).
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Word-of-Mouth Advertising
%Pay Attention to Word-of-mouth Advertising
Never, 8%
Hardly ever,
11%
Always, 3%
Most of the
time, 22%
% Always/
Most of the
time
25%
One-quarter of tweens
pay attention to word-ofmouth advertising at
least most of the time.
Attention does not differ
much by age, gender or
region.
Sometimes,
56%
Source: Q610-Do you pay attention to word-of-mouth advertising?
Base: All respondents (n=300)
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Magazines Advertising
%Pay Attention to Ads in Magazines
Never, 7%
Hardly ever,
22%
Always, 4%
Most of the
time, 12%
% Always/
Most of the
time
16%
One in six tweens who read
magazines pay attention to
the advertising at least most
of the time. Attention does
not differ by age, gender or
region.
Sometimes,
55%
Source: Q625-Do you pay attention to ads in magazines?
Base: Read or flip through magazines (n=256)
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Sponsorships/Promotions
%Pay Attention to Sponsorships/promotions
Most of the
Always, 1%
time, 7%
Never, 17%
Hardly ever,
25%
% Always/
Most of the
time
8%
Almost, one in nine tweens
pay attention frequently to
sponsorship/promotions.
Attention does not differ by
age or gender. In Northern
Virginia tweens hardly
ever/never (52%) pay
attention to
sponsorships/promotion
compared to tweens in
Central Virginia (33%).
Sometimes,
50%
Source: Q640-Do you pay attention to sponsorship/promotions?
Base: All respondents (n=300)
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Out-Of Home Advertising
%Pay Attention to Ads Leaving House (e.g. billboard
ads, ads on benches, ads on buses, subways, etc.)
Always, 1%
Most of the
time, 4%
% Always/
Most of the
time
5%
Never, 26%
Sometimes,
39%
Hardly ever,
30%
Source:Q600-Do you pay attention to ads you see when you leave your home?
Base: All respondents (n=300)
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The majority of Virginia
tweens (56%) hardly
ever or never pay
attention to out-of home
ads. Tweens living in
Central Virginia and
Tidewater are more likely
to pay attention
frequently to ads than
those living in Northern
Virginia.
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Radio Advertising
%Pay Attention to Radio Ads
Always, 0%
% Always/
Most of the
time
4%
Most of the time,
4%
Never, 24%
Sometimes, 34%
Tweens who listen to
music on the radio
hardly ever or never
(61%) pay attention to
ads in that medium.
Attention does not differ
by age, gender, or
region.
Hardly ever, 37%
Source: Q520-Do you pay attention to radio ads?
Base: Listen to music on the radio-Total (n=268)
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19
Street Team Advertising
%Pay Attention to Street team Advertising
Always, 0%
% Always/
Most of the
time
3%
Most of the
time, 3%
Sometimes,
7%
Almost half of tweens
never pay attention to
street team advertising.
Hardly ever,
19%
Never, 46%
Source: Q615-Do you pay attention to street team advertising?
Base: All respondents (n=300)
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Internet Advertising
%Pay Attention to Ads When Surfing Internet
Always, 1%
Most of the time,
0%
Sometimes, 15%
% Always/
Most of the
time
1%
Never, 33%
Tweens who surf the
Internet do not pay
attention to ads on the
Internet while surfing.
Hardly ever, 51%
Source: Q 475-How often do you pay attention to the ads that you see when surfing the Internet?
Base: Surf Internet-Total (n=192)
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Television
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Television
% Watch Television
99%
98%
Age
99%
99%
Gender
99%
All tweens in
Virginia watch
TV, regardless
of age or
gender.
Total
9-10
11-12
Age
Source: Q405-First, do you watch television?
Base: All respondents- total (n=300); Age 9-10 (n=180); Age 11-12 (n=120); Male (n=143); Female (n=157)
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Male
Female
Gender
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Television – Viewership
% Watch Television During
Weekdays
Early Morning (6 a.m.-9
a.m.)
Mid-morning (10 a.m.12 p.m.)
% Watch Television During
Weekends
29%
39%
1%
Afternoon (1 p.m.-4
p.m.)
63%
19%
40%
Early Evening (5 p.m.-7
p.m.)
86%
Prime time (8 p.m.-10
p.m.)
Late night (after 11
p.m.)
I do not watch TV on
the
weekdays/weekends
59%
3%
3%
Most tweens
watch TV from
5-7pm during
the week, while
on weekends
viewership is
dispersed more
throughout the
day.
Source: Q 415/Q 420-On weekday/Weekends, at which time of the day do you usually watch TV?
Base: Watch TV (n=296)
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58%
69%
16%
2%
On weekends,
early morning
viewing is more
prevalent
among younger
tweens (47%
vs. 33%) and
boys (46% vs.
31%).
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Television-Channel
% Watched Most Often (top 20)
78%
Nickelodeon
68%
Disney
45%
Toon
37%
FOX
ABC
32%
Animal Planet
31%
Discovery Channel
NBC
23%
CBS
22%
WB (Warner Brothers Channel)
Source: Q 425-Which of the following TV channels do you watch most often??
Base: Watch TV (n=296)
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26%
Nickelodeon and Disney channels are the most
frequently watched channels among both
younger and older tweens. Girls are more likely
than boys to watch Nickelodeon, Disney and
Animal Planet.
20%
25
Television-Type of Shows
% Watched Most Often
80%
Comedy
46%
Movies
27%
Game shows
25%
Music television
21%
Sports
18%
Reality
Drama
14%
Sci-Fi
14%
News
Source: Q 430-What types of TV shows do you watch most often?
Base: Watch TV (n=296)
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7%
Most tweens watch comedies on TV. Game
shows are more popular among older than
younger tweens. Boys are more likely than girls
to prefer sports, while girls are more likely to
watch reality shows. Sports viewing is least
common in the Central region.
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Television
%Favorite TV Shows by Type
Cartoons/Animated
Shows
55%
44%
Comedy
16%
Reality Shows
14%
Drama
10%
Sports Shows
Game Shows
News/Informational/Talk
Shows
4%
Animal Shows
3%
Science Fiction
3%
Music Shows
Source: Q 435-Currently, what TV shows are your favorites?
Base: Watch TV (n=296)
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5%
Cartoons/animated shows and comedy are the
favorite types of TV shows. Boys more likely to
prefer cartoons/animated shows (62% vs. 47%).
Girls more likely to prefer comedy (57% vs.
33%). Older tweens more likely to prefer reality
shows (20% vs 11%)/drama (18% vs. 8%).
1%
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Television
%Top 8 Favorite TV Shows by Name
22%
Sponge Bob Square Pants
13%
That's so Raven
11%
Simpsons
9%
Lizzie Maguire
Yu-Gi-Oh
7%
Fairly Odd Parents
7%
Full House
7%
American Idol
Source: Q 435-Currently, what TV shows are your favorites?
Base: Watch TV (n=296)
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One in five tweens mention
Sponge Bob Square Pants
as their favorite show. This
is especially true in Northern
Virginia.
6%
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Movies
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Movies
%Attend Movies
Gender
Age
A
88%
89%
B
C
D
94%
88%
C
83%
More girls then
boys go to the
movies.
Total
9-10
11-12
Source: Q450-Do you go to see the movies in the theaters?
21267 Base: All respondents- total (n=300); Age 9-10 (n=180); Age 11-12 (n=120); Male (n=143); Female (n=157)
Male
Female
30
Movies
%Frequency of Movie Attendance
Never
12%
Less than
once a month
47%
1-2 times a
month
34%
3-4 times a
month
5-6 times a
month
More than 6
times a month
Source: Q 455-How often do you go to the movies?
Base: All respondents (n=300)
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More than half
of tweens go to
the movies less
than once a
month.
7%
1%
0%
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Movies
Total
Age
9-10
11-12
B
A
63%
PG-13
5%
Not sure 1%
70%
G
71%
PG
R
B
56%
G
B
PG
79% PG
PG-13
PG-13
R
49%
4%
Not sure 1%
Source: Q460-Think about the movies that you watch at the movie theater. What are they usually rated?
Base: Watch movies in theater-Total (n=266); Age 9-10 (n= 162); Age 11-12 (n= 104)
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45%
G
R
65%
A
75%
6%
Not sure 1%
Overall, tweens watch movies with G, PG, and PG13 ratings. Older tweens are more likely to see more
PG-13 movies than younger tweens. Likewise,
younger tweens are more likely to watch movies
with G and PG ratings than older tweens.
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Music/Radio
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Music
%Listen to Music
Gender
Age
94%
95%
93%
92%
96%
Listening to
music is nearly
universal
among Virginia
tweens.
Total
9-10
11-12
Source: Q 500-Do you listen to music?
Base: All respondents- total (n=300); Age 9-10 (n=180); Age 11-12 (n=120); Male (n=143); Female (n=157)
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Male
Female
34
Music
%Time Listening to Music
5-9 hours a
day, 4%
10 or more
hours a day,
1%
Never, 6%
Less than an
hour each day,
34%
More than half of
tweens listen to
the radio 1-4
hours a day.
1-4 hours a
day, 55%
Source: Q 505-Thinking about an average day in your life, how many hours do you spend listening to music?
Base: Listen to music-Total (n=284)
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35
Music
%Listen to Music 1 or More Hours
41%
CDs
Radio
34%
27%
Television
Online
MP3s
11%
7%
Source: Q 510-Please select the amount of time each day in which you listen to music on the formats listed below
Base: Listen to music (n=284)
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CDs are the
most popular
format for
listening to
music.
36
Music/Radio
Age
Gender
Region
Total
(268)
9-10
(162)
11-12
(106)
Male
(121)
Female
(147)
North
(74)
Southwest
(46)
Central Tidewater
(61)
(86)
%
%
%
%
%
%
%
%
%
A
B
C
D
E
F
G
H
Early morning (6 a.m.-9 a.m.)
31
35
26
31
30
35
25
38
24
Mid-morning (10 a.m.-12 p.m.)
*
1
-
-
1
1
1
-
-
Afternoon (1 p.m.-4 p.m.)
18
18
19
21
15
21
17
22
13
Early evening (5 p.m.-7 p.m.)
34
32
36
28
40
32
24
33
43
Prime time (8 p.m.-10 p.m.)
14
11
16
16
11
10
29
5
13
3
4
3
3
3
*
4
1
6
Late Night (after 11 p.m.)
Early evening
and early
morning are the
most popular
times to listen to
radio.
Source: Q 515-When do you most often listen to the radio?
Base: Listen to music on the radio
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37
Music
%Frequently/Occasionally
61%
Buy CDs
25%
Burn CDs
Download music from the
Internet
Record it from the radio
16%
9%
Source: Q525/526-Thinking about how you get new music, please rate how often you do each of the following activities
Base: Listen to music (n=284)
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Six in ten Virginia tweens
purchase CDs to get new
music. Older tweens are
more likely to frequently
purchase CDs compared to
younger tweens (21% vs
7%). Tweens who live in
Central Virginia are more
likely to indicate that they are
frequent CD purchasers
compared to tweens living in
Northern Virginia. Those
living in Central Virginia and
Tidewater are more likely to
report that they are frequent
CD burners compared to
those in the North or
Southwest. Further, tweens in
Northern Virginia are less
likely to record music from
the radio than those living in
Central or Tidewater.
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Music
%Watch Music Television
46%
MTV
30%
VH1
BET (Black
Entertainment
Television)
MTV2
CMT (Country Music
Television)
Do not watch music
television
Source: Q530-Which of the following music television channels do you watch?
Base: Listen to music (n=284)
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Watch
music
television
22%
60%
20%
18%
40%
Six in ten
Virginia tweens
watch music
television. MTV
is the most
popular music
television
channel.
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Music
%Watch Music Television
Age
Total
(284)
%
9-10
(170)
%
A
Gender
11-12
(114)
%
B
Male
(128)
%
C
Watch Music Television
60
54
65
MTV
46
38
52A
44
48
VH1
30
24
36A
29
32
BET (Black Entertainment Television)
22
19
26
20
25
MTV2
20
15
24
21
18
CMT (Country Music Television)
18
17
20
18
18
VH1 Country
7
6
7
5
8
The Soul of VH1
6
9
3
10D
1
FUSE
4
2
5
2
5
Other
4
7
2
5
4
GMTn (Gospel Music Television Network)
*
*
*
*
*
40
46
35
42
38
Do not watch music television
Source: Q530-Which of the following music television channels do you watch?
Base: Listen to music
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58
Female
(156)
%
D
62
Older tweens are
more likely to
watch MTV and
VH1 than are
younger tweens.
Boys are more
likely to watch
The Soul of VH1
than girls.
40
Music
%Watch Music Television
Region
Total
(284)
%
North
(78)
%
A
Southwest Central Tidewater
(46)
(67)
(92)
%
%
%
B
C
D
Watch Music Television
60
49
63
67
61
MTV
46
37
53
43
52
VH1
30
25
36
25
36
21
BET (Black Entertainment Television)
22
17
15
36A
MTV2
20
21
17
18
21
CMT (Country Music Television)
18
12
30
24
12
VH1 Country
7
2
9
15AD
2
The Soul of VH1
6
1
2
16AD
5
FUSE
4
3
2
1
7
Other
4
2
1
7
6
GMTn (Gospel Music Television Network)
*
*
*
*
*
40
51
37
33
39
Do not watch music television
Source: Q530-Which of the following music television channels do you watch?
Base: Listen to music
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BET, VH1
country, and The
Soul of VH1 are
watched more by
Central tweens
than Northern
and Tidewater
tweens.
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Music
%Go to Concerts
A few times a
month
1%
Go to concerts
A few times a year
17%
Less than once a
year
Do not go to
concerts
Source: Q535-How often do you go to concerts or any type of live musical performance?
Base: Listen to music (n=284)
21267
50%
Half of tweens
who listen to
music have gone
to a live music
concert.
32%
50%
42
Music
%Favorite Type of Music
43%
Hip-Hop and/or Rap
41%
Pop
38%
Rock
31%
Country
26%
R&B
20%
Oldies
19%
Classic Rock
Christian Rock
Punk Rock
Source: Q540-What are your favorite types of music?
Base: Listen to music (n=284)
21267
Hip-Hop, Rap,
Pop and Rock
lead Virginia
tweens list of
favorite music
genres.
15%
13%
43
Music
%Favorite Type of Music
Age
Total
(284)
%
9-10
(170)
%
A
11-12
(114)
%
B
Male
(128)
%
C
Female
(156)
%
D
Hip-Hop and/or Rap
43
33
51
41
45
Pop
41
36
45
30
54C
Rock
38
38
39
44D
31
Country
31
30
31
28
34
R&B
26
22
30
24
29
Oldies
20
21
20
22
18
Classic Rock
19
23
16
20
17
Christian Rock
15
19
11
14
16
Punk Rock
13
8
Source: Q540-What are your favorite types of music?
Base: Listen to music
21267
Gender
17A
6
21C
Pop music is
preferred by
girls, while boys
are more likely to
prefer Rock.
44
Music
%Favorite Type of Music
Region
Total
(284)
%
Southwest Central Tidewater
(46)
(67)
(92)
%
%
%
B
C
D
Hip-Hop and/or Rap
43
45
35
46
43
Pop
41
40
46
43
37
Rock
38
39
48
22
44C
Country
31
21
54
35
19
R&B
26
19
18
31
35A
Oldies
20
22
17
14
25
Classic Rock
19
14
25
18
21
Christian Rock
15
11
14
20
14
Punk Rock
13
12
11
11
18
Source: Q540-What are your favorite types of music?
Base: Listen to music
21267
North
(78)
%
A
45
Magazines
46
21267
Magazines
%Read or Flip Through Magazines
Region
C
A
87%
80%
Total
North
B
96%
A
86%
Southwest Central
Source: Q620-Do you read or flip through magazines?
Base: All respondents-Total (n=300); Region North (n=82): Region Southwest (n=46); Region Central (n=74); Region Tidewater (n=97)
21267
D
87%
Almost nine in
ten tweens read
or flip through
magazines.
Magazine
readership is
particularly high
among Central
Virginia tweens.
There are no
magazine
readership
differences by
age or gender.
Tide
Water
47
Magazines
%Magazines Read
28%
Women's Magazines
20%
Sports
19%
Nickelodeon
News/Entertainment
Magazines
15%
14%
Toys/Hobbies
Children's
Magazines
13%
7%
National Geographic
5%
Trucks/Automobiles
Discovery
Religious
Magazines
Source: Q630-What magazine do you read??
Base: Read or flip through magazines (n=256)
21267
2%
1%
48
Internet
49
21267
Internet
% Surf Internet
A
B
C
D
A
76%
67%
65%
Total
58%
57%
North
Southwest
Central
Region
Source: Q 470-Do you surf the Internet?
Base: All respondents-Total (n=300); Region North (n=82); Region Southwest (n=46); Region Central (n=74); Region Tidewater (n=97)
21267
Tide Water
Overall, two
thirds of all
Virginia
tweens surf
the Internet.
Tweens in
Tidewater
are more
likely to surf
than in
Northern
Virginia.
Internet
usage does
not differ by
age or
gender.
50
Internet
%Types of Internet Ads Pay Most Attention To
Age
Gender
Region
Total
(192)
9-10
(110)
11-12
(82)
Male
(87)
Female
(105)
North
(50)
Southwest
(27)
%
%
%
%
%
%
%
%
%
A
B
C
D
E
F
G
H
31
Central Tidewater
(48)
(67)
Links to other sites
25
24
26
19
32
21
26
Banners
15
9
19
8
22C
11
10
Pop-ups
13
20 B
8
15
12
4
18
17
16
3
3
4
6D
*
-
-
7
5
53
56
60D
44
67
48
46
49
17
24
18
Online articles that recommend
products
I don’t pay attention to any online ads
50
A majority of tweens who surf do not pay attention to
online ads. Younger tweens pay more attention to
pop-ups than do older tweens. Girls are more likely
than boys to pay attention to banner ads.
Source: Q 477-What types of ads do you pay the most attention to when surfing the Internet?
Base: Surf internet
21267
51
Internet
%While Surfing Internet
Four in five tweens play
games by themselves on the
Internet. Girls are more likely
to send/read emails than
boys. Likewise, older tweens
are more likely to read/send
emails and also chat than
younger tweens.
Age
Gender
Region
Total
(192)
9-10
(110)
11-12
(82)
Male
(87)
Female
(105)
North
(50)
Southwest
(27)
Central Tidewater
(48)
(67)
%
%
%
%
%
%
%
%
%
A
B
C
D
E
F
G
H
Play games by myself
84
88
81
82
87
82
90
85
83
Research/Information gathering
60
53
65
64
54
64
64
61
53
Send/read emails
53
39
64A
40
68C
36
87
50
52
Chat
42
26
55A
42
42
42
40
39
45
Browse for items
26
29
24
22
31
22
14
26
35
Play games with others online
25
20
29
31
18
19
30
26
27
Download
21
22
21
25
17
28
23
12
22
Find movie times and locations
16
7
23 A
11
22
11
15
Search auction sites
11
13
9
14
7
8
5
15
12
Purchase items
7
5
8
12 D
1
19
-
3
3
Upload/Look at/Send photos
6
5
7
2
11 C
7
3
5
8
Write/Read journals and/or blogs
6
2
9
-
13C
5
2
12
3
Source: Q480-When you’re surfing the Internet which of the following are you most likely to do?
Base: Surf internet
21267
17
20
52
Out-Of Home
Advertising
53
21267
Out-Of Home
% Notice Most of the Time
53%
Billboards
Commercials shown in
the theaters before the
movie starts
32%
26%
Ads in malls
People in costumes
Wild Postings (posters)
14%
11%
Blimps/Planes pulling
banners
10%
Subways/Trains/Buses
10%
Source: Q605-Think about the types of ads you see when you leave home. What types of these ads do you notice most often?
Base: All respondents (n=300)
21267
Half of tweens
notice billboards
most of the time
when leaving
their home.
54
Out-Of Home
% Notice Most of the Time
Region
Total
(300)
%
North
(82)
%
A
Southwest Central Tidewater
(46)
(74)
(97)
%
%
%
B
C
D
Billboards
53
33
44
71A
64A
Commercials shown in the theaters before the movie starts
32
31
27
37
33
Ads in the malls
26
20
26
24
34
People in costumes
14
13
11
16
14
Wild Postings (posters)
11
8
19
14
7
Blimps/Planes pulling banners
10
9
8
14
10
Subways/Trains/Buses
10
16C
5
2
13C
Tweens in Central Virginia and Tidewater are more
likely to notice billboards than those who live in
Northern Virginia. However, those in Northern Virginia
and in Tidewater are more likely to notice ads on
subways, trains and buses than those who live in the
Southwest or Central.
Source: Q605-Think about the types of ads you see when you leave home. What types of these ads do you notice most often?
Base: All respondents
21267
55
Sponsorships/Promotions
56
21267
Sponsorships/Promotions
%Sponsorship Like Most
Contest with
cool prizes
58%
Celebrity
sponsorship
34%
25%
Sales/Coupons
TV show
sponsorship
Walks/Charitable
event
sponsorship
None of these
15%
13%
19%
Source: Q635-Which of the following types of sponsorships/promotions do you like the most?
Base: All respondents (n=300)
21267
Overall, tweens
like contents with
cool prizes the
most, followed
by celebrity
sponsorships.
57
Sponsorships/Promotions
%Sponsorship Liked Most
Age
Gender
Region
Total
(300)
9-10
(180)
11-12
(120)
Male
(143)
Female
(157)
North
(82)
Southwest
(46)
Central Tidewater
(74)
(97)
%
%
%
%
%
%
%
%
%
A
B
C
D
E
F
G
H
Contest with cool prizes
58
56
59
56
60
58
56
61
56
Celebrity sponsorship
34
34
34
31
38
35
24
41
34
Sales/Coupons
25
21
29
19
33C
20
23
26
33
TV show sponsorship
15
11
18
15
14
9
10
23E
16
Walks/Charitable event
13
13
14
10
18
18G
15
5
15
5
3
8
7
4
4
*
9
7
19
15
22
21
17
16
26
14
22
Concert sponsorship
None of these
Source: Q635-Which of the following types of sponsorships/promotions do you like the most?
Base: All respondents
21267
Girls are more likely
than boys to like sales
and coupons.
Sales/coupons are
particularly popular in
Central Virginia, while
walks/charitable events
are more preferred in
Northern Virginia.
58
Smoking Experiences
59
21267
Smoking Information
%Seen or Heard Information
Age
Total
(300)
%
Gender
Cigarette smoking
86
9-10
(180)
%
A
81
11-12
(120)
%
B
89
Male
(143)
%
C
88
Female
(157)
%
D
83
Drug Use
72
73
72
74
70
Alcohol Use
60
53
67A
63
57
None of these
11
13
9
10
12
Nearly nine in ten Virginia
tweens have seen or heard
information about cigarette
smoking, more than have
heard about drug or
alcohol use.
Source: Q700-Please indicate if you have recently see or heard information about the following
Base: All respondents
21267
60
Information Sources
%Seen or Heard Information About Smoking, Drug Use, or Alcohol Use
Age
Gender
Region
Total
(300)
9-10
(180)
11-12
(120)
Male
(143)
Female
(157)
North
(82)
Southwest
(46)
Central Tidewater
(74)
(97)
%
%
%
%
%
%
%
%
%
A
B
C
D
E
F
G
H
On television
85
80
89
86
83
83
92
88
79
In a magazine
38
28
46A
38
37
37
40
33
41
In a newspaper
17
13
21
20
14
25G
11
7
23G
On a billboard
24
15
32A
26
22
18
27
21
32
On the radio
34
34
35
29
41
45 G
23
27
37
Other
27
29
26
27
28
43G
29
7
28G
Most information
about substance
use has been
seen on the
television.
Source: Q705-Where have you ever seen or heard information about cigarette smoking, drug use, or alcohol use?
Base: All respondents
21267
61
Smoking
Age
Gender
Region
Total
(300)
9-10
(180)
11-12
(120)
Male
(143)
Female
(157)
North
(82)
%
%
%
%
%
%
%
%
%
A
B
C
D
E
F
G
H
Increasing
12
6
17A
11
13
24GH
Not Increasing
30
28
32
30
30
Decreasing
19
18
21
20
Staying the same
11
10
11
58
66B
51
Not Sure
Southwest
(46)
Central Tidewater
(74)
(97)
8
8
6
20
36
33
34
19
12
32
22
16
10
11
8
4
11
18
59
57
56
56
59
60
Most tweens are not sure about
whether smoking is increasing or
decreasing among kids their age.
Tweens in Northern Virginia are
most likely to believe the trend
that smoke is increasing.
Source: Q720-Smoking among people my age is…?
Base: All respondents
21267
62
Smoking Information
Age
Difficult
Gender
Region
Total
(300)
9-10
(180)
11-12
(120)
Male
(143)
Female
(157)
North
(82)
Southwest
(46)
Central Tidewater
(74)
(97)
%
%
%
%
%
%
%
%
%
A
B
C
D
E
F
G
H
80
77
83
74
87
82
83
72
81
Very Difficult
51
52
50
46
56
57G
55
36
54G
Somewhat difficult
29
25
33
28
31
25
28
36
27
20
24
17
26
13
17
17
28
18
Not very difficult
17
19
16
23D
11
17
17
21
15
Not at all difficult
3
5
1
3
2
*
-
Not Difficult
7E
3
Most tweens
believe it is
difficult to quit
smoking.
Tweens in
Central Virginia
are least likely to
say quitting
smoking is very
difficult.
Source: Q725-How difficult do you think it is for someone who smokes a few cigarettes a day to quit smoking?
Base: All respondents
21267
63
Smoking Information
Region
Total
(300)
%
0
81
North
(82)
%
A
Southwest Central Tidewater
(46)
(74)
(97)
%
%
%
B
C
D
74
86
82
83
13
21
12
7
12
1-2
9
16C
9
4
8
3-5
3
4
1
3
4
6 or more
1
1
2
-
*
6
5
3
11
4
1 or more
Not sure
Tweens in
Northern Virginia
are most likely to
have a friend
who smokes.
Source: Q735-How many of your close friends smoke cigarettes?
Base: All respondents
21267
64
VTSF Campaign
Age
Gender
Region
Total
(300)
9-10
(180)
11-12
(120)
Male
(143)
Female
(157)
North
(82)
%
%
%
%
%
%
%
%
%
A
B
C
D
E
F
G
H
44
34
53
37
54
40
51
46
42
I have only heard of the website
37
29
44A
29
49C
35
44
38
34
I have heard of and visited the site
7
5
9
8
5
5
7
8
8
56
66 B
47
64D
46
60
48
54
57
Familiar (Net)
I have never heard of the website
Southwest
(46)
Central Tidewater
(74)
(97)
Four in ten
Virginia tweens
have heard of or
visited the
ydoyouthink
website.
Familiarity is
greatest among
older tweens and
girls.
Source: Q740-Please select which of the following best describes your familiarity with the website ydouthink.com.
Base: Total answering
21267
65
Demographic Profile
Total
%
Ydouthink Awareness
Aware
A
Not Aware
B
(300)
(115)
(164)
Male
55%
46%
64%A
Female
45%
54%B
36%
9-10
46%
36%
55%A
11-12
54%
64%B
45%
10.6
10.9
B
10.4
White
66%
64%
65%
Black/African American
15%
14%
17%
North
29%
27%
32%
Southwest
18%
20%
15%
Central
25%
27%
25%
Tide Water
27%
26%
28%
Base: Qualified tweens living in
Virginia
Gender
Age
Mean
Ethnicity
Those aware of
the ydouthink
website are
more likely to be
female and older
tweens.
Region
66
21267