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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
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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.
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.
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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.
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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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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…?
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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%).
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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)
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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%).
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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%
Most of the time, 21%
%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%).
% Always/Most of the
time27%
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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%
Most of the time, 22%
Hardly ever, 11%
Never, 8%
Sometimes, 56%
% Always/Most of the
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.
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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%
Most of the time, 12%
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.
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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%).
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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.
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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%
% Always/Most of the
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.
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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%
% Always/Most of the
time3%
Almost half of tweens never pay attention to street team advertising.
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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%
Most of the time, 0%
Never, 33%
Hardly ever, 51%
Sometimes, 15%
%Pay Attention to Ads When Surfing Internet
% Always/Most of the
time1%
Tweens who surf the Internet do not pay attention to ads on the Internet while surfing.
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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.
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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%).
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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.
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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.
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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%).
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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.
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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%
Total 9-10 11-12 Male Female
A
Age Gender
B C D
C
More girls then boys go to the movies.
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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.
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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.
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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%
Total 9-10 11-12 Male Female
%Listen to Music
Age Gender
Listening to music is nearly universal among Virginia tweens.
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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.
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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.
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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.
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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.
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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.
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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
%Watch Music Television
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.
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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
%Watch Music Television
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.
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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.
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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.
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Music
Source: Q540-What are your favorite types of music?Base: Listen to music
%Favorite Type of 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
Total 9-10 11-12 Male Female(284) (170) (114) (128) (156)
% % % % % A B C D
Pop music is preferred by girls, while boys are more likely to prefer Rock.
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Music
Source: Q540-What are your favorite types of music?Base: Listen to music
%Favorite Type of 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
Total North Southwest Central Tidewater(284) (78) (46) (67) (92)
% % % % %A B C D
Region
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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.
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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
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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.
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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.
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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
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
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.
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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.
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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
Total North Southwest Central Tidewater(300) (82) (46) (74) (97)
% % % % %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.
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Sponsorships/Promotions
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.
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Sponsorships/Promotions
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
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
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.
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Smoking Information
Source: Q700-Please indicate if you have recently see or heard information about the followingBase: All respondents
%Seen or Heard Information
Total 9-10 11-12 Male Female(300) (180) (120) (143) (157)
% % % % % 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.
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Information Sources
Source: Q705-Where have you ever seen or heard information about cigarette smoking, drug use, or alcohol use?Base: All respondents
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
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.
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Smoking
Source: Q720-Smoking among people my age is…?Base: All respondents
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
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.
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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
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
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.
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Smoking Information
Source: Q735-How many of your close friends smoke cigarettes?Base: All respondents
Total North Southwest Central Tidewater(300) (82) (46) (74) (97)
% % % % %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.
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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.
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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.
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