“ i ” kids youth today: who are they?

GfK Group GfK NOP 2006

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“I” KidsYouth Today: Who Are They?

The Roper Youth Report PresentationPrepared for The Boy Scouts of AmericaMay 25, 2006


2006GfK Group GfK NOP

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)



Why “I”?



IndividualityInspired

Independent

Influence

Information

International

IntenseInnovatioInnovatio

nn



“I” Kids

What Drives It?

Individuality

Intensely Wanted

Informed & Influential

Independence Inspired by Technology



Individuality

Seeking an Seeking an individual individual identityidentity within the limits of within the limits of conformityconformity



Kid Conflict

Kids’ Ongoing Struggle for Identity

Need to Conform Desire to be Themselves



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)



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



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)



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



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



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



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



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



. . . 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



Reflected in AdvertisingReflected in Advertising



Fueling More Creative Kids AND…

… Fueling PersonalizationRing Tones, Skins, Wallpaper, Buddy Icons



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



Intensely Wanted

Reared differentially Reared differentially based based on generation of parentson generation of parents



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



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



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



Boomer vs. Gen X Parents:Boomer vs. Gen X Parents:

What’s the Impact?What’s the Impact?



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



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



% 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



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”



% 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



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




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…



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…



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



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


32%32%


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



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



Informed & Influential

Increasingly informed Increasingly informed and and savvy; their influence savvy; their influence grows grows



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



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…



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



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



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



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!



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



$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



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



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



Control + Expression +Control + Expression + Communication = Communication = IndependenceIndependence

Independence Inspired byTechnology



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



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



… 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



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


% who use the Internet for the following



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.”



Buddy Lists Simplify the Process . . .

42% Of kids 8-17 say they have an Internet or online buddy list


Tween Girls (35%) vs. Tween Boys (27%)Teen Boys (55%) vs. Teen Girls (47%)

Teens (51%) vs. Tweens (31%)



. . . 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



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



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



Technology Fuels Personal Expression



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



“I” KidsYouth Today: Who Are They?

The Roper Youth Report PresentationPrepared for The Boy Scouts of AmericaMay 25, 2006

“ i ” kids youth today: who are they?

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