21267 1 tween media study prepared for: work inc./vtsf july 2004 prepared by: 21267

21267

1

21267

Tween Media Study

Prepared for:

Work Inc./VTSF

July 2004

Prepared by:

21267

21267

2

Background & Objectives………………………………………………….… 3Methodology & Notes on Analysis…………………………………………… 4Summary ………………..…………………………………………………….. 5Recommendations …………………………..………………………………... 7Detailed 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

Table of Contents

21267

3

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.

21267

4

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.

21267

5

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.

TelevisionDuring 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.

MoviesMore 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.

InternetTwo 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.

21267

6

Summary

Music/RadioMost 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 HomeMore 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.

MagazinesTweens 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 CampaignThose tweens that are aware of the Ydouthink website are girls and older tweens.

21267

7

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

21267

8

Detailed Findings

21267

9

Overall Media and Advertising Usage

21267

10

Media Usage

Base: All respondents

99%

90%

88%

87%

65%

Watch Television

Listen to Music on theRadio

See Movies

Read or Flip ThroughMagazines

Surf the Internet

Tweens consume a wide range of media, and television is still most pervasive.

%Do you…?

21267

11

68%

31%

30%

19%

16%

4%

2%

1%

1%

46%

Television commercials

Magazine ads

Ads before the movies

Word-of-Mouth

Billboards/benches/buses/subways/otherads outside your house

Radio ads

Newspapers ads

Street teams

Internet ads

Other

Attention to Advertising

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)

%Pay Attention To Most

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%).

21267

12

Attention to Commercials

Base: Use media

34%

27%

26%

16%

8%

5%

5%

3%

2%

Movie

Television

Word-of-mouth

Magazines

Sponsorship

Out-Of Home/Billboards

Radio

Street Team

Internet

% Always/most of the Time Pay Attention to Advertising

Virginia tweens most often pay attention to advertising before movies. But attention is infrequent across media.

(n=266)

(n=296)

(n=300)

(n=192)

(n=268)

(n=300)

(n=300)

(n=256)

(n=300)

21267

13

Advertising at Movies

Source: Q465-Do you pay attention to the commercials shown before the movie begins?Base: Watch movie-Total (n=266)

Always, 11%

Hardly ever, 19%

Never, 4%

Sometimes, 43%

Most of the time, 23%

%Pay Attention to Commercials Before Movies

% Always/Most of the

time34%

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%).

21267

14

Advertising on Television

Source: Q410-Do you pay attention to TV commercials?Base: Watch TV-Total (n=296)

Never, 1% Always, 6%Hardly ever, 7%

Sometimes, 65%


%Pay Attention to Television Commercials

One-quarter of Virginia 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%).


time27%

21267

15

Word-of-Mouth Advertising

Source: Q610-Do you pay attention to word-of-mouth advertising?Base: All respondents (n=300)

%Pay Attention to Word-of-mouth Advertising

Always, 3%


Hardly ever, 11%

Never, 8%

Sometimes, 56%


time25%

One-quarter of tweens pay attention to word-of-mouth advertising at least most of the time. Attention does not differ much by age, gender or region.

21267

16

Magazines Advertising

Source: Q625-Do you pay attention to ads in magazines?Base: Read or flip through magazines (n=256)

%Pay Attention to Ads in Magazines

Hardly ever, 22%

Sometimes, 55%


Never, 7% Always, 4%% Always/Most of the

time16%

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.

21267

17

Sponsorships/Promotions

Source: Q640-Do you pay attention to sponsorship/promotions?Base: All respondents (n=300)

%Pay Attention to Sponsorships/promotionsMost of the

time, 7%

Sometimes, 50%

Hardly ever, 25%

Never, 17%

Always, 1% % Always/Most of the

time8%

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%).

21267

18

Out-Of Home Advertising

Source:Q600-Do you pay attention to ads you see when you leave your home?Base: All respondents (n=300)

%Pay Attention to Ads Leaving House (e.g. billboard ads, ads on benches, ads on buses, subways, etc.)

Sometimes, 39%

Never, 26%

Hardly ever, 30%

Always, 1%Most of the

time, 4%% Always/Most of the

time5%

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.

21267

19

Radio Advertising

Source: Q520-Do you pay attention to radio ads?Base: Listen to music on the radio-Total (n=268)

%Pay Attention to Radio Ads

Always, 0% Most of the time, 4%

Never, 24%

Hardly ever, 37%

Sometimes, 34%


time4%

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.

21267

20

Street Team Advertising

Source: Q615-Do you pay attention to street team advertising?Base: All respondents (n=300)

%Pay Attention to Street team Advertising

Hardly ever, 19%

Never, 46%

Always, 0% Most of the time, 3%

Sometimes, 7%


time3%

Almost half of tweens never pay attention to street team advertising.

21267

21

Internet Advertising

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)

Always, 1%


Never, 33%

Hardly ever, 51%

Sometimes, 15%

%Pay Attention to Ads When Surfing Internet


time1%

Tweens who surf the Internet do not pay attention to ads on the Internet while surfing.

21267

22

Television

21267

23

Television

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)

% Watch Television

99% 98% 99% 99% 99%

Total 9-10 11-12 Male Female

Age Gender

Age Gender

All tweens in Virginia watch TV, regardless of age or gender.

21267

24

Television – Viewership

Source: Q 415/Q 420-On weekday/Weekends, at which time of the day do you usually watch TV?Base: Watch TV (n=296)

29%

1%

19%

86%

59%

3%

3%

Early Morning (6 a.m.-9a.m.)

Mid-morning (10 a.m.-12 p.m.)

Afternoon (1 p.m.-4p.m.)

Early Evening (5 p.m.-7p.m.)

Prime time (8 p.m.-10p.m.)

Late night (after 11p.m.)

I do not watch TV onthe

weekdays/weekends

% Watch Television During Weekdays

Most tweens watch TV from 5-7pm during the week, while on weekends viewership is dispersed more throughout the day.

63%

40%

58%

69%

16%

2%

39%

% Watch Television During Weekends

On weekends, early morning viewing is more prevalent among younger tweens (47% vs. 33%) and boys (46% vs. 31%).

21267

25

Television-Channel

Source: Q 425-Which of the following TV channels do you watch most often??Base: Watch TV (n=296)

% Watched Most Often (top 20)

78%

68%

45%

37%

32%

31%

26%

23%

22%

20%

Nickelodeon

Disney

Toon

FOX

ABC

Animal Planet

Discovery Channel

NBC

CBS

WB (Warner Brothers Channel)

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.

21267

26

Television-Type of Shows

Source: Q 430-What types of TV shows do you watch most often?Base: Watch TV (n=296)

% Watched Most Often

80%

46%

27%

25%

21%

18%

14%

14%

7%

Comedy

Movies

Game shows

Music television

Sports

Reality

Drama

Sci-Fi

News

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.

21267

27

Television

%Favorite TV Shows by Type

55%

44%

16%

14%

10%

5%

4%

3%

3%

1%

Cartoons/AnimatedShows

Comedy

Reality Shows

Drama

Sports Shows

Game Shows

News/Informational/TalkShows

Animal Shows

Science Fiction

Music Shows

Source: Q 435-Currently, what TV shows are your favorites?Base: Watch TV (n=296)

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%).

21267

28

Television

%Top 8 Favorite TV Shows by Name

22%

13%

11%

9%

7%

7%

7%

6%

Sponge Bob Square Pants

That's so Raven

Simpsons

Lizzie Maguire

Yu-Gi-Oh

Fairly Odd Parents

Full House

American Idol

Source: Q 435-Currently, what TV shows are your favorites?Base: Watch TV (n=296)

One in five tweens mention Sponge Bob Square Pants as their favorite show. This is especially true in Northern Virginia.

21267

29

Movies

21267

30

Movies

Source: Q450-Do you go to see the movies in the theaters?Base: All respondents- total (n=300); Age 9-10 (n=180); Age 11-12 (n=120); Male (n=143); Female (n=157)

%Attend Movies

88% 89% 88%83%

94%


A

Age Gender

B C D

C

More girls then boys go to the movies.

21267

31

Movies

Source: Q 455-How often do you go to the movies?Base: All respondents (n=300)

%Frequency of Movie Attendance

12%

47%

34%

7%

1%

0%

Never

Less thanonce a month

1-2 times amonth

3-4 times amonth

5-6 times amonth

More than 6times a month

More than half of tweens go to the movies less than once a month.

21267

32

Movies

56%

71%

63%

5%

1%

G

PG

PG-13

R

Not sure

70%

79%

49%

4%

1%

G

PG

PG-13

R

Not sure

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)

45%

65%

75%

6%

1%

G

PG

PG-13

R

Not sure

Total Age

9-10 11-12A B

B

B

A

Overall, tweens watch movies with G, PG, and PG-13 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.

21267

33

Music/Radio

21267

34

Music

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)

94% 95% 93% 92%96%


%Listen to Music

Age Gender

Listening to music is nearly universal among Virginia tweens.

21267

35

Music

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)

%Time Listening to Music

Never, 6%

Less than an hour each day,

34%

10 or more hours a day,

1%5-9 hours a

day, 4%

1-4 hours a day, 55%

More than half of tweens listen to the radio 1-4 hours a day.

21267

36

Music

Source: Q 510-Please select the amount of time each day in which you listen to music on the formats listed belowBase: Listen to music (n=284)

%Listen to Music 1 or More Hours

41%

34%

27%

11%

7%

CDs

Radio

Television

Online

MP3s

CDs are the most popular format for listening to music.

21267

37

Music/Radio

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

Late Night (after 11 p.m.) 3 4 3 3 3 * 4 1 6

Total 9-10 11-12 Male Female North Southwest Central Tidewater (268) (162) (106) (121) (147) (74) (46) (61) (86)

% % % % % % % % %A B C D E F G H

Age Gender Region

Source: Q 515-When do you most often listen to the radio?Base: Listen to music on the radio

Early evening and early morning are the most popular times to listen to radio.

21267

38

Music

Source: Q525/526-Thinking about how you get new music, please rate how often you do each of the following activitiesBase: Listen to music (n=284)

%Frequently/Occasionally

61%

25%

16%

9%

Buy CDs

Burn CDs

Download music from theInternet

Record it from the radio

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.

21267

39

Music

Source: Q530-Which of the following music television channels do you watch?Base: Listen to music (n=284)

%Watch Music Television

46%

30%

22%

20%

18%

40%

MTV

VH1

BET (BlackEntertainment

Television)

MTV2

CMT (Country MusicTelevision)

Do not watch musictelevision

Watch music

television

60%

Six in ten Virginia tweens watch music television. MTV is the most popular music television channel.

21267

40

Music

Source: Q530-Which of the following music television channels do you watch?Base: Listen to music

Watch Music Television 60 54 65 58 62

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) * * * * *

Do not watch music television 40 46 35 42 38


Total 9-10 11-12 Male Female(284) (170) (114) (128) (156)

% % % % %A B C D

Age Gender

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.

21267

41

Music

Source: Q530-Which of the following music television channels do you watch?Base: Listen to music

Watch Music Television 60 49 63 67 61

MTV 46 37 53 43 52

VH1 30 25 36 25 36

BET (Black Entertainment Television) 22 17 15 36A 21

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) * * * * *

Do not watch music television 40 51 37 33 39


Total North Southwest Central Tidewater(284) (78) (46) (67) (92)

% % % % %A B C D

Region

BET, VH1 country, and The Soul of VH1 are watched more by Central tweens than Northern and Tidewater tweens.

21267

42

Music

Source: Q535-How often do you go to concerts or any type of live musical performance?Base: Listen to music (n=284)

%Go to Concerts

1%

17%

32%

50%

A few times amonth

A few times a year

Less than once ayear

Do not go toconcerts

Go to concerts

50%

Half of tweens who listen to music have gone to a live music concert.

21267

43

Music

Source: Q540-What are your favorite types of music?Base: Listen to music (n=284)

%Favorite Type of Music

43%

41%

38%

31%

26%

20%

19%

15%

13%

Hip-Hop and/or Rap

Pop

Rock

Country

R&B

Oldies

Classic Rock

Christian Rock

Punk Rock

Hip-Hop, Rap, Pop and Rock lead Virginia tweens list of favorite music genres.

21267

44

Music

Source: Q540-What are your favorite types of music?Base: Listen to music


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 17A 6 21C

Age Gender


% % % % % A B C D

Pop music is preferred by girls, while boys are more likely to prefer Rock.

21267

45

Music

Source: Q540-What are your favorite types of music?Base: Listen to music


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


% % % % %A B C D

Region

21267

46

Magazines

21267

47

Magazines

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)

87%80%

86%

96%87%

Total North Southwest Central TideWater

Region

A B

C

DA

%Read or Flip Through Magazines

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.

21267

48

Magazines

Source: Q630-What magazine do you read??Base: Read or flip through magazines (n=256)

%Magazines Read

28%

20%

19%

15%

14%

13%

7%

5%

2%

1%

Women's Magazines

Sports

Nickelodeon

News/EntertainmentMagazines

Toys/Hobbies

Children'sMagazines

National Geographic

Trucks/Automobiles

Discovery

ReligiousMagazines

21267

49

Internet

21267

50

Internet

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)

% Surf Internet

65% 67%

76%

57%58%

Total North Southwest Central Tide Water

Region

A B C D

A

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.

21267

51

Internet

Source: Q 477-What types of ads do you pay the most attention to when surfing the Internet?Base: Surf internet

%Types of Internet Ads Pay Most Attention To

Total 9-10 11-12 Male Female North Southwest Central Tidewater (192) (110) (82) (87) (105) (50) (27) (48) (67) % % % % % % % % %

A B C D E F G H

Links to other sites 25 24 26 19 32 21

31 26 24

Banners 15 9 19 8 22C 11 10 17 18

Pop-ups 13 20B 8 15 12 4 18 17 16

Online articles that recommend

products 3 3 4 6D * - - 7 5

I don’t pay attention to any online ads 53 56 50 60D 44 67 48 46 49

Age Gender Region

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.

21267

52

Internet

Source: Q480-When you’re surfing the Internet which of the following are you most likely to do?Base: Surf internet

%While Surfing Internet


% % % % % % % % %A B C D E F G H

Age Gender Region

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 23A 11 22 11 15 17 20

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 - 13 C 5 2 12 3

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.

21267

53

Out-Of Home Advertising

21267

54

Out-Of Home

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)

% Notice Most of the Time

53%

32%

26%

14%

11%

10%

10%

Billboards

Commercials shown inthe theaters before the

movie starts

Ads in malls

People in costumes

Wild Postings (posters)

Blimps/Planes pullingbanners

Subways/Trains/Buses

Half of tweens notice billboards most of the time when leaving their home.

21267

55

Out-Of Home

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

% Notice Most of the Time


% % % % %A B C D

Region

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.

21267

56


21267

57


Source: Q635-Which of the following types of sponsorships/promotions do you like the most?Base: All respondents (n=300)

%Sponsorship Like Most

58%

34%

25%

15%

13%

19%

Contest withcool prizes

Celebritysponsorship

Sales/Coupons

TV showsponsorship

Walks/Charitableevent

sponsorship

None of these

Overall, tweens like contents with cool prizes the most, followed by celebrity sponsorships.

21267

58


Source: Q635-Which of the following types of sponsorships/promotions do you like the most?Base: All respondents

%Sponsorship Liked Most

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

Concert sponsorship 5 3 8 7 4 4 * 9 7

None of these 19 15 22 21 17 16 26 14 22

Age Gender Region


% % % % % % % % %A B C D E F G H

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.

21267

59

Smoking Experiences

21267

60

Smoking Information

Source: Q700-Please indicate if you have recently see or heard information about the followingBase: All respondents

%Seen or Heard Information


% % % % % A B C D

Age Gender

Cigarette smoking 86 81 89 88 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.

21267

61

Information Sources

Source: Q705-Where have you ever seen or heard information about cigarette smoking, drug use, or alcohol use?Base: All respondents


% % % % % % % % %A B C D E F G H

Age Gender Region

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 43 G 29 7 28G

%Seen or Heard Information About Smoking, Drug Use, or Alcohol Use

Most information about substance use has been seen on the television.

21267

62

Smoking

Source: Q720-Smoking among people my age is…?Base: All respondents


% % % % % % % % %A B C D E F G H

Age Gender Region

Increasing 12 6 17A 11 13 24GH 8 8 6

Not Increasing 30 28 32 30 30 20 36 33 34

Decreasing 19 18 21 20 19 12 32 22 16

Staying the same 11 10 11 10 11 8 4 11 18

Not Sure 58 66B 51 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.

21267

63

Smoking Information

Source: Q725-How difficult do you think it is for someone who smokes a few cigarettes a day to quit smoking?Base: All respondents


% % % % % % % % %A B C D E F G H

Age Gender Region

Difficult 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

Not Difficult 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 * - 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.

21267

64

Smoking Information

Source: Q735-How many of your close friends smoke cigarettes?Base: All respondents


% % % % %A B C D

Region

0 81 74 86 82 83

1 or more 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 - *

Not sure 6 5 3 11 4

Tweens in Northern Virginia are most likely to have a friend who smokes.

21267

65

VTSF Campaign

Source: Q740-Please select which of the following best describes your familiarity with the website ydouthink.com.Base: Total answering

Total 9-10 11-12 Male Female North Southwest Central Tidewater (300) (180) (120) (143) (157) (82) (46) (74) (97) % % % % % % % % %

A B C D E F G H

Age Gender Region

Familiar (Net) 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

I have never heard of the website 56 66B 47 64D 46 60 48 54 57

Four in ten Virginia tweens have heard of or visited the ydoyouthink website. Familiarity is greatest among older tweens and girls.

21267

66

Demographic Profile

Ydouthink Awareness Total

% Aware A

Not Aware B

Base: Qualified tweens living in Virginia (300) (115) (164)

Gender

Male 55% 46% 64%A

Female 45% 54%B 36%

Age

9-10 46% 36% 55%A

11-12 54% 64%B 45%

Mean 10.6 10.9B 10.4

Ethnicity

White 66% 64% 65%

Black/African American 15% 14% 17%

Region

North 29% 27% 32%

Southwest 18% 20% 15%

Central 25% 27% 25%

Tide Water 27% 26% 28%

Those aware of the ydouthink website are more likely to be female and older tweens.

21267 1 tween media study prepared for: work inc./vtsf july 2004 prepared by: 21267

Documents