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Transcript of GfK GroupGfK NOP © Copyright GfK NOP 2005. Proprietary and Confidential 2006 “I” Kids Youth...
GfK Group GfK NOP 2006
© Copyright GfK NOP 2005. Proprietary and Confidential
“I” KidsYouth Today: Who Are They?
The Roper Youth Report PresentationPrepared for The Boy Scouts of AmericaMay 25, 2006
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Who Are We?
2 waves of research; over 500 interviews per wave
Over 1,000 in-person, in-home interviews conducted annually Approximately 100 interviews are
conducted among both African Americans and English speaking Hispanics per wave
Data are weighted based on U.S. Census population estimates
Studies are fielded in February and August
Survey started 1990
The Roper Youth Report (U.S. Kids and Teens 8-17)
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Why “I”?
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IndividualityInspired
Independent
Influence
Information
International
IntenseInnovatioInnovatio
nn
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“I” Kids
What Drives It?
Individuality
Intensely Wanted
Informed & Influential
Independence Inspired by Technology
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Individuality
Seeking an Seeking an individual individual identityidentity within the limits of within the limits of conformityconformity
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Kid Conflict
Kids’ Ongoing Struggle for Identity
Need to Conform Desire to be Themselves
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Rise in Individualism
+10points
+13 points
+3 points
1999% 8-17 say what items they agree with or best describes them
55%say they have their own way of doing things
43%say they are not afraid to do things other people say is uncool
41% say they like to stand out in a crowd
Roper Youth 2005-01
54% of boys (+11 points from 1999)
40% of boys (+12 points from 1999)
39% of boys (no change from 1999)
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Individuality Expressed Through Customization and Creativity
Tween Boys Teen Boys
Created your own music playlist 12 20
Customized a T-shirt 18 18
Taken digital photos and sent them to friends/ family 7 16
Personalized portable electronic device 6 15
Customized sneakers 7 12
Customized jeans 5 10
Maintained a profile on online social network 4 9
Posted messages to other people's blogs 3 6
Created and posted to your own blogs 6 5
Taken digital videos and sent them to friends and family 5 5
% who say they have done the following in the past 3 months
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DaydreamsMore Likely to Want to Be Yourself
% 8-17 say what they daydream or fantasize about
Roper Youth 2005-01
46%
27%
22%
34%
18% 17%
Being Famous Famous Actor/Actress Being Someone Else
2002 2005
31% Boys (-13 pts. From 2002)
10% Boys (-9 pts. From 2002)
17% Boys (-4 pts. From 2002)
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Supercharged Self-Perception In GirlsIn Both Individualism & Conformity
Tween Teen Increase
Most people think I’m cool 48% 79% +31
Feel I am attractive 47 76 +29
I’m someone people ask for advice 48 70 +22
Have own way of doing things 42 69 +27
I am popular at school 51 65 +21
I like to stand out in a crowd 25 60 +35
Not afraid to do things that are uncool35 55 +20
Roper Youth 2005-01
% of girls who agree with the following statements
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Similar, Yet Less Pronounced, with Boys
Tween Teen Increase
Most people think I’m cool 42% 69% +27
Feel I am attractive 36 59 +23
I’m someone people ask for advice 44 58 +14
Have own way of doing things 52 56 +4
I am popular at school 49 55 +6
I like to stand out in a crowd 32 46 +14
Not afraid to do things that are uncool34 45 +11
Roper Youth 2005-01
% of boys who agree with the following statements
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Believe Their Job Will Make An Impact
% saying the following is very/somewhat likely to happen when they grow up
90
90
81
74
26
22
19
Go to college
Work outside thehome
Have a job that makesa difference
Have lots of money
Stay at home to raisekids
Study or work inanother country
Serve in the military
-2
--
+6
+4
-2
NA
+1
Pt. Diff.From2004
Roper Youth 2005-01
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Aspirations For Altruism Have Risen Most
% of 8-17 saying they daydream about the following
Being rich
Traveling around the world
Helping other people
57%
38%
35%
Being a parent32%
Being beautiful/handsome30%
+5
+4
+9
+6
+4
Pt. Diff.From 2002
*items that have gone up since 2002
Roper Youth 2005-01
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Self-Inspired Tweens . . .
Church/religious group 32% 10% 6%
Organized sports team 32 5 3
Orchestra/band/choir 16 4 2
Volunteer work 8 5 3
Clubs 11 2 3
Dance/ballet/drama 11 3 3
Boy Scouts/Girl Scouts 12 2 2
School government 4 2 2
After-school club 5 1 1
% of 8- to 12-year-olds saying which activities they choose to do and which they do because others want them to
“I choose to”Someone else
suggested Both
Roper Youth 2005-01
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. . . As Well as Teens
Church/religious group 28% 15% 7%
Organized sports team 37 3 2
Volunteer work 16 6 3
Orchestra/band/choir 14 3 1
Clubs 19 1 2
Dance/ballet/drama 14 4 1
Boy Scouts/Girl Scouts 5 1 1
School government 12 1 1
After-school club 8 0 1
% of 13-17-year-olds saying which activities they choose to do and which they do because others want them to
“I choose to”Someone else
suggested Both
Roper Youth 2005-01
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Reflected in AdvertisingReflected in Advertising
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Fueling More Creative Kids AND…
… Fueling PersonalizationRing Tones, Skins, Wallpaper, Buddy Icons
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Individuality : Implications
More choices and capabilities More choices and capabilities allow allow for conformity to take a for conformity to take a backseat…backseat…
More so in Teen years, althoughMore so in Teen years, although Tweens deal with more Tweens deal with more insecuritiesinsecurities
Positive outlook on life; make a Positive outlook on life; make a difference through their careers & difference through their careers & help help othersothers
Many creative outlets to express Many creative outlets to express personality through customizationpersonality through customization
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Intensely Wanted
Reared differentially Reared differentially based based on generation of parentson generation of parents
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The Parental View
88% of parents today say that children are a part of the “Good Life”
In 1975, the number was 77%
Roper Reports 2003-1, Q 71, 1976-1
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Wanted = Spoiled?
*not asked in 2001
14
58
28
74
Televison DVD Player
% of 8- to 17-year-olds who have the following in their own room
Roper Youth 2005-01
2001 2005
2003* 2005
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The Tipping Point
Gen X Boomers
Year Born 1964-1980 1946-1964
Married 61% 68%
Parents w/ kids <18 67% 41%• Kids Age 0-7 52% 11%
• Kids Age 8-12 30% 20%
• Kids Age 13-17 15% 28%
Household income (mean) $64,500 $67,900
High-School grads 41% 40%
College grads + 28% 31%
Gen X Boomers
Year Born 1964-1980 1946-1964
Married 61% 68%
Parents w/ kids <18 67% 41%• Kids Age 0-7 52% 11%
• Kids Age 8-12 30% 20%
• Kids Age 13-17 15% 28%
Household income (mean) $64,500 $67,900
High-School grads 41% 40%
College grads + 28% 31%
Roper Youth 2005-01
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Boomer vs. Gen X Parents:Boomer vs. Gen X Parents:
What’s the Impact?What’s the Impact?
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Boomers- The Have It Generation
Gen. X- The Do It Generation
Generational Identities
“Gen-X parents appear less interested in having it all. Instead of trying to fit family into their work life, they are more likely to try and fit work into their family life.”James Chung, Reach Advisors
“[Gen-X parents] have seen their mothers try to juggle everything and they don’t want to do that… Family stability is very important to them. There’s much more focus on getting jobs that are “family-friendly.”Lisa Bain, Editor, Parenting Magazine
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Gen X Kids Do More Activities With Family
61
53
39
34
33
27
26
23
23
19
14
14
12
53
45
27
22
22
16
11
27
26
7
13
6
5
Have dinner together on weekedays
Have dinner together on weekends
Watch TV together
Sit and talk together
Watch movies on the VCR/ DVD together
Take a vacation together
Go shopping together
Go out to eat together
Attend religious services together
Exercise/ play sports together
Work on projects around the house together
Do outdoor projects together
Play games together
Gen X KidsBoomer Kids
% of kids 10-14 who say they frequently do the following as a family
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% of kids 10-14 who say family has strict rules about…
Gen X Kids Under Tighter Supervision and Control
87
55
50
43
39
39
39
36
80
41
35
38
39
42
28
41
INFORM PARENTS WHEREYOU ARE GOING
MOVIES YOU CAN WATCHON THE VCR/DVD
TV SHOWS YOU CANWATCH
TIME SPENT WITHFRIENDS
TIME SPENT WATCHINGTV
WHAT YOU DO ONLINE/ONTHE INTERNET
TIME SPENT TALKING ONTHE PHONE
MUSIC/CDS/CASSETTESYOU CAN LISTEN TO
Gen X Kids
Boomer Kids
% involved in all/most household % involved in all/most household decisions that affect themdecisions that affect them
31% Boomer Kids
19% Gen X Kids
Roper Youth 2005-01
“A lot of boomer parents think they have to be friends and buddies with their kids. A lot of Generation X parents have a god time with kids but have clear boundaries that they are the parent.” Amy Hannum- a Gen X Mom
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Boomer Kids Claim Less Free Time
37%37% of Boomer Kids say they do not have enough free time
+17 from Gen X Kids+17 from Gen X Kids
Roper Youth 2005-01
% of kids 10-14
“Let kids be kids”
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% of kids 10-14 who say they daydream about the following
Boomer Kids Look to Escape
57
41
38
37
33
25
14
14
53
36
30
42
28
11
19
22
BEING RICH
BEING A GREAT ATHLETE
HELPING OTHER PEOPLE
TRAVELING AROUND THEWORLD
BEING POPULAR
RUNNING YOUR OWNBUSINESS
LIVING IN ANOTHER TIME
BEING SOMEONE ELSE
Gen X Kids
Boomer Kids
Roper Youth 2005-01
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Gen X Kids Have More Optimistic Outlook
88%88% of Gen X Kids say they are very likely to be happy when they grow up
+18 from Boomer Kids+18 from Boomer Kids
Roper Youth 2005-01
% of kids 10-14
52%52% of Gen X Kids say that spending time with their family makes them happy
+15 from Boomer Kids+15 from Boomer Kids
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Gen X Kids More Apt to Seek Success and Independence
Are very likely to go to college when grow up 80% 65%
Have high academic standards 39% 31%
Are likely to have lots of money when grow up 76% 67%
Are currently saving money 57% 48%
Gen X KidsGen X Kids Boomer KidsBoomer Kids
Roper Youth 2005-01
% of kids 10-14 who say they…
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Like to stand out in a crowd 46% 31%
Feel that they do not fit in 49% 34%
Often the first to try something new 44% 30%
Dress with a sense of personal style 52% 47%
Gen X Kids Seek Uniqueness
Gen X KidsGen X Kids Boomer KidsBoomer Kids
Roper Youth 2005-01
% of kids 10-14 who say they…
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Gen X Kids More Likely to Exhibit Altruistic Attitudes and Behaviors
86
56
38
28
79
49
3022
Likely to have a job thatmakes a difference in
society
Say they are a goodlistener
Daydream abouthelping other people
Do volunteer work
Gen X Kids Boomer Kids
% of kids 10-14 who…
Roper Youth 2005-01
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Gen X Kids Place Greater Priority on Family
63%63% of Gen X Kids say they are not likely to get divorced when they grow up
+11 from Boomer Kids+11 from Boomer Kids
32%32%
+12 from Boomer Kids+12 from Boomer Kids
of Gen X Kids say they are very/somewhat likely to stay home to raise kids
22% of Gen X Moms* 22% of Gen X Moms* not employednot employed vs. 14% Boomer Moms* vs. 14% Boomer Moms*
Roper Youth 2005-01*Moms with kids 10-14 years-old*Moms with kids 10-14 years-old% of kids 10-14
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Intensely Wanted : Implications
Unlimited opportunities availableUnlimited opportunities available
Gen X children face more structured Gen X children face more structured supervision, yet place a higher priority supervision, yet place a higher priority on family when considering their future on family when considering their future
Gen X kids also are more optimistic, Gen X kids also are more optimistic, likely to help others, and apt to seek likely to help others, and apt to seek success & uniqueness success & uniqueness
Although they have greater influence over Although they have greater influence over household decisions,household decisions, Boomer kids are more Boomer kids are more likely to dream of escapism to another time and likely to dream of escapism to another time and placeplace
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Informed & Influential
Increasingly informed Increasingly informed and and savvy; their influence savvy; their influence grows grows
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Internet Rules – Magazines Persist, Challenges for Newspapers
12
18
24
30
37 3638
4143
34
30 30 30
27
23
30
25
2223
2523
2122
24
17
30
26
1997 1998 1999 2000 2001 2002 2003 2004 2005
Use the Internet Read a Magazine Read a Newspaper
Roper Youth 1997 through 2005-01
% of kids 8-17 who did the following in the past week
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Traditional Media Remains StrongInformation Sources
54
34 36
44
31
70
6361
Clothing Decorating Food Cars Shopping Movies intheaters
News New Music
Roper Youth 2004-02
% who say which media sources give you the best ideas about (top rated)…
Television
Radio
Compared to a few years ago, kids today are less likely to say
that their parents have strict rules about the media they
consume…
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Some Saturation With Online Activities
% of kids 8-17 say what they use the Internet for
Roper Youth 2005-01
65
47
38
34
33
33
25
24
60
50
37
34
29
27
22
27
Help on homework
Play online games
Chat with people
Info. on interests
Info. on entertainment
Info. on things to buy
Instant messaging
Download music
2005
2003
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Increases in Reading BooksAmong Frequent Readers
50%46%
43%40%
46%
40%37% 37%
0%
10%
20%
30%
40%
50%
60%
2002 2003 2004 2005
Total 8-17 Boys 8-17
% of 8-17 say they read books (other than school/comics) about once a week or more
Top Categories for BoysAction/Adventure
Mystery/Suspense
Comics
Science Fiction
Horror
Roper Youth 2005-01
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35%
39%
43% 43%
33% 33%
41%38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2002 2003 2004 2005
Total 8-17 Boys 8-17
% of 8-17 say they read magazines about once a week or more
Roper Youth 2005-01
Increases in Magazine ReadingAmong Frequent Readers
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Knowledge Enables Kids to Have Influence Over Household Purchases
Cell Phone Service
22% of 8-17 say they influence this purchase Up 7 points from 2004
35% of 13-17
DVR
23% of 8-17 say they influence this purchase New measurement
33% of 13-17
Cable TV/Satellite
25% of 8-17 say they influence Up 5 pointsfrom 2004
35% of 13-17
Tweens1. Snack foods 81%2. Breakfast foods 753. Video/DVD buy/rent 664. Dinner foods 635. Pre-recorded music 49
Teens1. Snack foods 90%2. Video/DVD buy/rent 883. Breakfast foods 874. Dinner foods 825. Pre-recorded music 79
% of tweens 8-12 & teens 13-17 who say they have a “great deal/some influence” over household purchase decisions of the following
Kid-fluence: Growth Categories
… and parents concur!
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Their Weekly Spending Money is Up
% of tweens 8-12 & teens 13-17 say the amount of money they have weekly to spend on themselves
Roper Youth 2005-01
Teens2004 2005
$27.60 $29.20
Tweens2004 2005
$8.70 $10.20
How do they get their money… 37% Parents give money for doing chores + 7 points (2004) 29% Parents give a regular allowance + 1 23% Gifts from parents/relative + 4 22% Parents give money when you want to buy something + 2
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$250
$160
What Kids Spend Their Own Money On…
What They Don’t…
Candy 33% (-6 pts. From 2004)
Soda/soft drinks (-2 pts.)
Clothes (no change)
Food 22% (+2 pts.)
Salty snacks (-1 pt.)
% of kids 8-17 who said they bought the following last time they bought something with their own money
In 2005, this generation spent over $170 billion a year of their own and of their parents.“The Echo Boomers”, Cbsnews.com
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Increasingly Savvy to Marketing% of 8-17 saying the following would make them want to buy product
Getting a Free Gift
Free Samples
Catalogs Sent from Store
62%
57%
37%
Knowing company does things good for environment32%
Using a Famous Spokesperson31%
-11
-4
-12
-4
-7
Pt. Diff.From2001
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Increase in media optionsIncrease in media options
Likely to say parents are slightly Likely to say parents are slightly less strict than in previous yearsless strict than in previous years
Kids’ influence in household purchasesKids’ influence in household purchases most frequently concern food items, most frequently concern food items, but growing for technology items but growing for technology items
Informed & Influential : Implications
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Control + Expression +Control + Expression + Communication = Communication = IndependenceIndependence
Independence Inspired byTechnology
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Kids are Excited About New Technology and Do Not Display As Much Apprehension As Do Adults
53%
24%
11%
1%
I find it exciting and use it as much as I can
It must be mastered if one is to remain up-to-date
It is a bit beyond me
It scares me
32% Adults
31% Adults
20% Adults
7% Adults
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More Kids Are Going Online…
80% of kids today have a computer in their household Up 14 points from 2001 20% of kids say that they have their own computer
87% of kids have used a PC in the past month 80% at school 79% at home
82% of kids have ever accessed the Internet Up 19 points from 2001 90% of 13-17-yr.-olds
92% of kids have accessed the Internet in the past 30 days 81% at home 70% at school
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… And Are Online More Frequently
74% Of kids access the Internet once a week or more
29% Of kids go online every day
68% Tweens 78% Teens
18% Tweens 37% Teens+9 pts.
from 2002
Based on 82% who have ever accessed the Internet
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Teen Boys More Engaged: Information, Communication and Entertainment!
59
29
24
27
52
16
34
31
14
13
22
11
59
56
51
49
48
43
39
33
33
32
29
28
Help on homework
Send or receive e-mail
Chat with people
Just surf the Net
Play online games
Get info. about things you'd like to buy
Get info. on hobbies /interests
Get info. on TV shows/ entertainment
Sample/ listen to music
Download music/ audio
Get sports statistics
Intstant messaging/ Buddy lists
Tween BoysTeen Boys
Based on 82% who have ever accessed the Internet
% who use the Internet for the following
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IM Enables Kids to Communicate With Each Other
Source: Teens and Technology
Pew Internet & American Life Project
July 27, 2005
“The presence of email in teens’ lives has persisted, and the number that uses email continues to surpass those who use IM. However, when asked about which modes of communication they use most often when communicating with friends, online teens consistently choose IM over email in a wide array of contexts.”
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Buddy Lists Simplify the Process . . .
42% Of kids 8-17 say they have an Internet or online buddy list
Based on 82% who have ever accessed the Internet
Tween Girls (35%) vs. Tween Boys (27%)Teen Boys (55%) vs. Teen Girls (47%)
Teens (51%) vs. Tweens (31%)
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. . . As Do Online Social Networks
Teens 12-17 spent an average of 1,233 minutes Teens 12-17 spent an average of 1,233 minutes online during February 2006 (+19% from 2005) online during February 2006 (+19% from 2005)
-YPulse.com-YPulse.com
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Another Resource: Cell Phones
29
12
7
10
11
6
18
7
5
57
24
21
20
20
18
18
17
12
Send or receive text messages or SMS
Download custom ring tones
Listen to music
Send and receive e-mail
Use as a calendar or personal organizer
Browse the Internet
Use directory assistance
Take digital photos or video clips
Send/receive digital photos/video
Total Public
Teens
% who have used their cell phone to do the following
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American ring tone sales reached $245 million last year, up from $68 million in 2003. This year's U.S. sales are projected to top $500 million. -BMI, U.S. performing rights organization
Ring Tones
42% of kids 14-17 download ring tones 42% of kids 14-17 download ring tones at least once a month, compared to at least once a month, compared to 21% of consumers 25+21% of consumers 25+
-Usable Products Company Study-Usable Products Company Study
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Technology Fuels Personal Expression
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Technology used for personalTechnology used for personal expression & as a means of controlexpression & as a means of control
Teens & Tweens are more excitedTeens & Tweens are more excited about technology than adults and about technology than adults and looking forward to the next big thinglooking forward to the next big thing
Online usage is increasing, but not justOnline usage is increasing, but not just for communication, but also information for communication, but also information
IM/SMS/Text GenR8n IM/SMS/Text GenR8n
Independence Inspired by Technology : Implications
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“I” KidsYouth Today: Who Are They?
The Roper Youth Report PresentationPrepared for The Boy Scouts of AmericaMay 25, 2006