Teenagers

For my preliminary task  I intend to create a product that will be targeted towards students aged between 16 and 19 in higher full time education, however I intend to look at in more detail individual reader profiles as this may differ depending on social groups and individual prefference. In a study taken by the health communiction unit they believed that teens are evolving as human beings emotionally, intellectually, and physically. Yet, each generation has their own set of characteristics, which are a result of the events and environment of that cohort's teen years. Teens are highly segmented demographically and psychographically, but they are more accurately segmented by their behaviour than by their attitudes according to this study. Teens are savvy consumers and their limited funds are precious to them. The items teens buy reflect what they think of themselves and how they wish others to perceive them.
For girls, apparel is the most important product category consuming the greatest proportion of
their disposable income and their greatest parent-campaigning efforts. (Zollo, 1995, 1999)
After fashion, girls spend the most on personal-grooming items, however the only item to override this is fun, much of the youth income is spent in its pursuit. This shows that teens are gaining independance socially and financially which puts higher demands on publishers and manufacturers.
"Teens are characterized by contradictions. They want to carve out their own identity, yet they
want to belong to a group."
Social activities include shopping, sports events, concerts, movie theaters, video arcades, theme
parks, teen clubs, and promotions linked to activities and interests.
Teens like the social aspects of school best: friends, boy/girlfriends, extracurricular, free periods,
recess, lunch, and learning.
"Teens are skeptical by nature. They demand truth in advertising, with 65% of teens stating that honestly is truly the best policy."

9 times out of 10 if a teenager feels that they are being patronized or wrongly represented they will reject a product or advert.

80% of teens say they have access to a computer at home. (Bibby, 2001)
Teens spend over one hour a day on the computer. (Bibby, 2001)
In 2001, 99% of teens used the Internet. (Environics Research Group, 2001)
79% of teens access the Internet at home. (Environics Research Group, 2001)
71% of teens use the Internet to access information. (Willms & Corbett, 2003)
32% of teens use the internet to find school-related materials. (Willms & Corbett, 2003)
60% of teens use the Internet to communicate electronically. (Willms & Corbett, 2003)
27% of teens report using email daily. (Bibby, 2001)
47% of teens use the internet to play games. (Willms & Corbett, 2003)
Significantly, more boys then girls play video games. (Zollo, 1999)
69% of boys and 26% of girls report that they play video/computer games daily to weekly.
(Bibby, 2001)

In terms of music
86% of teens say that they listen to music daily. (Bibby, 2001)
Music is probably the most influential and pervasive medium. It can define a teen's experience
and it is culturally significant to teens. (Zollo, 1999)
53% of teens see music as influencing their lives a great deal or quite a bit. (Bibby, 2001)

After friends, magazines are where teen girls find the most information about trends.
Boys use magazines for information and entertainment.
Teens view ads different that adults. To teens, ads are more than product information. To teens,
advertising is popular culture. - credited to the health communication unit. Toronto.