Harris Interactive Inc. Virginia Youth Insights Conducted for Work, Inc. Prepared by: Dana Markow, Ph.D., Senior Research Manager Marc Scheer, Research

Harris Interactive Inc.

Virginia Youth Insights

Conducted for

Work, Inc.

Prepared by:

Dana Markow, Ph.D., Senior Research Manager

Marc Scheer, Research Associate

December 4, 2001

Field Dates:

November 1 – 11, 2001

J15162

Page 2 Harris Interactive Inc.

Table of Contents

Purpose of the Study ............................................................................................... 3

Methodology .............................................................................................................4

Executive Summary..................................................................................................5

Health Attitudes ......................................................................................................14

Smoking Attitudes and Experiences.......................................................................18

Traditional and Online Media Use ..........................................................................25

Social Connections.................................................................................................47

Sensation Seeking Attitudes and Behaviors ..........................................................56

Self-Image ..............................................................................................................62

Test Messages .......................................................................................................71


Purpose of the Study

To better understand Virginia’s tweens and teens in terms of their: Traditional media and online activities; Attitudes about self-image and health; Social connections and networks; and Attitudes and experiences related to smoking.

To test believability and possible impact of anti-smoking messages.

To understand Virginia youth in the context of the nation’s youth.


Methodology

The questionnaire was fielded online and averaged about 15 minutes per respondent.

Sample was drawn randomly from a targeted list obtained from Survey Sampling Inc. of households with children aged 10 - 17 in Virginia.

623 qualified respondents completed the interview.

Interviews were conducted November 1-11, 2001.

Data were weighted by key demographic variables (age, sex, race/ethnicity, region) to be representative of 10-17 year olds in Virginia.


Executive Summary


Executive Summary

OverviewIn many ways, Virginia youth reflect the tweens and teens in the nation as a whole. Tweens and teens multitask – engaging in many media activities at the same time. Most are using the Internet, and instant messaging (IM) is increasingly popular. This report examines the attitudes and activities of Virginia tweens (10 – 12 year olds) and teens (13 – 17 year olds), particularly focusing on issues to help guide the development of an anti-smoking campaign. Such issues include an understanding of traditional and online media use, social connections and networks, attitudes about health and well-being, smoking attitudes and behaviors, and an examination of how current or potential smokers differ from those who do not plan to smoke.

Health AttitudesFully half of Virginia tweens and teens regard being physically fit and getting enough sleep as very important. The importance placed on getting enough sleep is less among older teens. Girls value getting enough sleep and eating healthy foods more than do boys.


Executive Summary

Smoking Experiences and Attitudes According to the Centers for Disease Control’s Youth Risk Behavior Survey (1999), 70% of

high school students have tried cigarette smoking. Furthermore, frequent cigarette use among high school students has been increasing since 1991, from 12.7% to 16.8% in 1999. A recent (October, 2001) Gallup Youth Survey of 13 – 17 year olds found that 12% smoked cigarettes in the past week and that the average starting age for smoking was 12.4 years. Given the young starting age for smoking, the tween segment is an important population to reach.

Measures of smoking behavior and experiences vary greatly depending on the questions asked and the methodology used. The current study revealed lower levels of teen smokers in Virginia. However, this study was conducted by telephone, with many parents listening to the interview. In addition, teens were asked about whether they described themselves as “smokers” or not. The recent Roper report prepared for Work, Inc. found that smoking was less than a daily habit for most Virginia youth. Therefore, some youth who do smoke cigarettes on occasion, may not have identified themselves as smokers. For the purposes of additional analyses in the current study, “current/potential smokers” are defined as those who currently smoke, have smoked in the past or would consider smoking in the future. “Rejectors” are those teens who say they will never smoke.


Executive Summary

As also revealed in national studies, youth in Virginia who live with a smoker are more likely to smoke or consider smoking. One-quarter of Virginia tweens and teens report that they live with someone who smokes. Half of older teens (15 – 17 year olds) have a close friend that smokes. On average, older teens have 2 close friends who smoke. In contrast, only one in eleven tweens (10 – 12 year olds) have a close friend who smokes. This finding again emphasizes the critical juncture that the tween years represent in terms of decision-making and experiences regarding smoking.

The majority of tweens and teens believe that it is very difficult for someone who smokes a few cigarettes a day to quit smoking. However, older teens are less likely to think this to be a difficult task. Furthermore, teens who smoke or would consider smoking are also less likely to believe it is very difficult to quit, although a plurality (44%) does believe it would be very difficult.

According to a plurality of tweens and teens, smoking among young people is increasing. This finding is especially common among teens; more than half believe that smoking is increasing among people their age.


Executive Summary

Traditional and Online Media Use Any media messages directed at tweens and teens must compete for their attention.

Today’s youth, in Virginia and the nation as a whole, are media multi-taskers. When tweens and teens watch TV or listen to the radio, they are usually doing something else – most likely talking on the phone or doing homework. While watching TV, three in ten 10 – 17 year olds are involved in other media activities such as reading a magazine, listening to the radio or surfing the web. While listening to the radio, four in ten 10 - 17 year olds are reading a magazine or surfing the web.

These findings emphasize the competition for tweens’ and teens’ attention and that media messages are not received in isolation. But this multitasking behavior also represents opportunities to layer messages across media.

Virginia tweens and teens are online – particularly in the northern and Tidewater regions of the state. Overall, Virginia youth appear to be slightly more connected than youth nationwide. Most online tweens and teens in Virginia and the nation are visiting music, gaming and search engine websites. Online youth in Virginia cite the information they receive as what they like most about their favorite sites, although games, pictures and music are also important.

Only a small minority of tweens and teens overall visit health websites, and 15 – 17 year olds account for the majority of this activity.

Most Virginia tweens and teens have not spent time in chat rooms in the previous week. As in the nation as a whole, instant messaging is popular among Virginia youth – six in ten have IM’d someone in the past week.


Executive Summary

Social Connections On any given day, tweens and teens connect with many different people in many different

ways. On average, they talk on the phone with 3 different people, they send an email to one person and receive emails from 3 people, and they instant message with 2 people. Three in ten Virginia youth connect in these ways with 11 or more people a day. On average, tweens and teens will tell 6 people about a new thing they like. Boys and older teens tell more people when they discover something they like. Tweens’ and teens’ connectedness and their willingness to discuss new finds with others has important implications for any viral messaging campaign.

Sensation Seeking Many teenagers value such sensation seeking attitudes as having varied experiences and

having creative friends, even if they are wild. Half of tweens and teens like new experiences and even breaking the rules, as well as doing scary things. The enjoyment of sensation seeking activities increases slightly with age, particularly when it comes to breaking the rules.


Executive Summary

Self-Images For tweens and teens, trustworthiness is a key part of their self-image, seconded by being

fun to be around. Four in ten tweens and teens believe it is very important that they don’t care what other people think about them --- only two in ten say this is not at all important.

Boys are more likely than girls to value being good at sports and easily getting a romantic partner. Girls are more likely than boys to value being trustworthy. The value placed on being a leader, being independent and being fun to be around all increase with age.

Images of Smokers and Non-Smokers Tweens and teens consider the dominant characteristics of a smoker to be not caring what

others think and being thin. The image of non-smokers is that they are good at sports, trustworthy, fun and leaders.


Executive Summary

Current/Potential Teen Smokers vs. Rejectors Current/potential teen smokers differ from those teens who reject smoking in several

important ways. Current/potential teen smokers are more likely to: Live in a household with a smoker; Watch TV and talk on the phone at the same time; Listen to the radio and talk on the phone at the same time; Be highly connected to others by phone, email or IM; Enjoy doing scary things; Enjoy new and exciting experiences, even if it involves breaking rules; Get bored seeing the same people each day; View a smoker as someone who knows the latest trends, looks like a movie star,

is good at sports and is fun to be around.

They are less likely to believe it is very difficult to quit smoking.


Executive Summary

Test Messages Tweens and teens are three times as likely to view the “empowerment” messages of “getting

serious about the future” and “the Truth campaign tells only half the truth” as very believable, compared to the “socially unacceptable” message of “non-smokers are not weird”. Tweens and teens are also more likely to report that the “empowerment” messages would make them stop and think a lot about their decision to smoke.

A Note About YouthPulseSM

Harris Interactive YouthPulseSM is a large-scale, national study of youth lifestyles and attitudes. Respondents are youth aged 8 - 24 years. The study is conducted online, twice a year -- in January and July. Data referred to in this report are based on the July, 2001 wave.


Health Attitudes


Physical Fitness and Sleep Are Highly Valued by Half of Tweens and Teens

Is it very important, somewhat important or not at all important that you are a person who…?

Q716 BASE: All respondents (n=623)

52%

50%

45%

32%

Is physically fit

Gets enough sleep everynight

Eats healthy foods

Is physically strong

% “Very Important”


Tweens Value Healthy Eating More Than Teens; Sleep Less Valued Among Older Teens



50%

59%

55%

37%

56%

53%

39%

24%

51%

39%

43%

34%

Is physically fit

Gets enough sleepevery night

Eats healthy foods


10-12 year olds

13-14 year olds

15-17 year olds



Boys Are Twice As Likely As Girls to Value Physical Strength; Girls Emphasize Healthy Foods



50%

55%

52%

22%

54%

45%

38%

41%

Is physically fit

Gets enough sleepevery night

Eats healthy foods


Female

Male



Smoking Attitudes and Experiences


Older Teens Less Likely to Reject Smoking

Teen Smoking Status

Q750 BASE: Respondents aged 13-17 years old (n=413)

66%

87%75%77%76%

26%19%17%18%

3% 3% 3%

3%

3%

9%4%0%2%3%2%

15-17years

13-14years

FemaleMaleTotal

I am a smoker

I am not a smoker, buthave tried a cigarettein the past

I am not a smoker, butmight try smoking inthe future

I am not a smoker andwill never trycigarettes

AgeGender

(N=413) (N=222) (N=191) (N=201) (N=212)

Current/

Potential

Rejectors


One-quarter of Virginia Tweens and Teens Lives With A Smoker

Not including yourself, does anyone who lives in your home smoke cigarettes?

28%25%25%26%26%26%

15-17 Years13-14 Years10-12 YearsFemaleMaleTotal


Gender

(N= 623) (N=332) (N=291) (N=210) (N=201) (N=212)

% “Yes”

Age


Smoking More Common in Homes Where Mother Has Only High School Degree; Current/Potential Teen Smokers Twice As Likely to Live With Smoker

Not including yourself, does anyone who lives in your home smoke cigarettes?

22%

42%

19%

32%

44%

26%

RejectorsCurrent/PotentialCollege or moreSome collegeHS or lessTotal


Mother’s Education

(N=623) (N=120) (N=75) (N=385) (N=103) (N=310)

% “Yes”

Teen Smoking Status


15-17 Year Olds Are Six Times As Likely As 10-12 Year Olds to Have Friends Who Smoke

How many of your close friends smoke cigarettes?


Gender Age Teen Smoking

Status

Total Male Female 10-12 Years

13-14 Years

15-17 Years

Current/ Potential Rejectors

Base 623 332 291 210 201 212 103 310 % % % % % % % %

0 66 62 71 91 64 47 20 66

1 or more (net) 33 36 29 9 33 53 80 32

1 7 7 6 2 5 12 16 7

2 9 10 8 3 11 11 12 11

3 5 6 4 1 6 7 14 4

4-5 7 6 7 - 6 14 25 5

6 or more 6 7 5 3 5 9 16 5

Mean 1.4 1.5 1.2 0.4 1.5 2.1 3.5 1.3


(N=623) (N=210) (N=201) (N=212) (N=103) (N310)

Older Teens and Current/Potential Smokers Are Least Likely to Think Quitting Smoking Is Very Difficult

How difficult do you think it is for someone who smokes a few cigarettes a day to quit smoking?


16%

32%

40%40%

28%16%

29%

59%

41%49%

62%75%

61%

2% 5% 1% 1% 1% 1%7% 3% 7% 10%

6%

RejectorsCurrent/Potential15-17 years13-14 years10-12 yearsTotal

Very difficult

Somewhatdifficult

Not verydifficult

Not at alldifficult

Age Smoking Status


Plurality of Tweens and Teens Report That Smoking Among Young People Is Increasing

Do you think smoking among people your age is increasing, deceasing or staying about the same?


32%27%

26%29%

11%13%

34%

19%

56%58%

28%

48%

5% 12% 1%2%15-17 years13-14 years10-12 year oldsTotal

Increasing

Decreasing

Staying about thesame

Not sure

Age

(N=623) (N=210) (N=201) (N=212)


Traditional and Online Media Use


Nationwide, Multitasking Media Use Is Common Among Tweens and Teens

32%

69%

72%

63%

72%

30%

49%

69%

40%

64%

Videos/DVD's

TV

Magazines

Newspaper

Radio

10-12 Year Olds

13-18 Year Olds

Q2140/2175/2160/2260/2320/2360 BASE: All respondents (n=623)

Youth Pulse SM: National Findings

% Reporting doing something else at the same time


Most Tweens and Teens Talk on the Phone or Do Homework While Watching Television

On a typical day, when you WATCH TV, what do you do at the SAME TIME? When you watch TV, do you...?


62%

54%

33%

31%

29%

24%

24%

12%

6%

2%

Talk on the telephone

Do homework

Read a magazine

Listen to the radio

Surf or access the Internet

Do something else

Write or read emails

Read a newspaper

Do nothing else

I do not watch TV

92% Multitask (Net)


92% 90% 94%87%

97% 92%

Total Male Female 10-12 yearsold

13-14 yearsold

15-17 yearsold

High Degree of Multi-Tasking While Watching Television, Slightly Higher Among Teens Than Tweens



% Multitask

(N=623) (N=332) (N=291) (N=210) (N=201) (N=212)

Gender Age


While Watching TV, Girls More Likely Than Boys to Talk on Phone and Listen to Radio



53%

51%

22%

31%

31%

71%

58%

40%

35%

27%


Do homework

Listen to the radio

Read a magazine

Surf or access theInternet

Male

Female


Teens More Likely Than Tweens to Watch TV and Talk on the Phone



65%

59%

35%

34%

69%

53%

28%

37%

36%

51%

51%

29%

28%

24%

27%

Talk on thetelephone

Do homework

Listen to the radio

Read a magazine


15-17 years old

13-14 years old

10-12 years old


Current/Potential Teen Smokers More Likely Than Rejectors to Talk on Phone While Watching TV


Q310 BASE: All respondents (n=623), Current/Potential (n=103), Rejectors (n=310)

75%

55%

36%

30%

64%

57%

30%

38%

31%

32%


Do homework

Listen to the radio

Read a magazine


Current/Potential

Rejectors


Most Tweens and Teens Do Homework and Talk on the Phone While Listening to the Radio

On a typical day, when you LISTEN TO THE RADIO, what do you do at the SAME TIME? When you listen to the radio, do you...?


67%

54%

37%

37%

31%

27%

24%

11%

6%

3%

Do homework


Read a magazine

Surf or access the Internet

Write or read emails

Watch TV

Do something else

Read a newspaper

Do nothing else

I do not listen to the radio

90% Multitask (Net)


90% 86%95%

87%93% 91%

Total Male Female 10-12 yearsold

13-14 yearsold

15-17 yearsold

Multitasking While Listening to Radio is High Overall, but Higher Among Girls

On a typical day, when you listen to the radio, what do you do at the SAME TIME? When you listen to the radio, do you...?

(% of respondents indicating that they multitask while listening to the radio)


(N=623) (N=332) (N=291) (N=210) (N=201) (N=212)

Gender Age


While Listening to the Radio, More Girls Than Boys Do Homework and Talk on the Phone



61%

44%

35%

35%

73%

65%

38%

38%

Do homework


Read a magazine


Male

Female


While Listening to the Radio, Tweens Less Likely to Do Homework Than Teens



58%

48%

32%

20%

74%

56%

46%

47%

68%

57%

33%

42%

Do homework


Read a magazine


10-12 years old

13-14 years old

15-17 years old


While Listening to Radio, Current/Potential Teen Smokers more Likely Than Rejectors to Talk On Phone, Less Likely to Read Magazines



65%

30%

32%

32%

54%

42%

25%

21%


Read a magazine

Watch TV

Do something else

Current/Potential

Rejectors


Three-quarters of Virginia Tweens and Teens Have Used Internet in Past Week

Q405 BASE: All Respondents (n=623)

Gender Age RegionTeen Smoking

Status

Total Male Female10-12Years

13-14Years

15-17Years Northern

South-west Central

Tide-water

Current/Potential Rejectors

Base 623 332 291 210 201 212 161 155 157 150 103 310% % % % % % % % % % % %

0 22 19 25 32 18 17 14 30 29 19 12 20

1 or more (net) 77 81 74 67 82 83 85 69 70 82 88 80

1-2 13 9 19 19 13 9 14 13 8 18 8 12

3-4 15 15 16 16 16 14 20 8 11 20 13 16

5-6 15 13 18 13 16 17 9 11 16 25 15 17

7-10 19 23 15 12 20 24 22 21 24 10 33 19

11-20 11 16 6 7 13 12 17 12 9 5 12 13

21 or more 3 5 1 1 3 5 4 4 2 2 8 3

Mean 5.9 7.6 4.2 4.1 6.3 7.1 7.2 6.2 5.5 4.8 8.7 6.2


Virginia’s Tweens and Young Teens More Likely Than Those Nationwide to Be Online

48%

57%

69%

80%

59%

8-9 10-12 13-15 16-18 All Adults 18+

% Accessing the Internet at least once in past month



For Online Tweens and Teens, Most Popular Websites Include: Music, Games, Search Engines

LAST WEEK,which types of websites did you visit?

Q460 BASE: Those who went on the Internet last week (n=503)

58%

50%

47%

39%

30%

29%

24%

24%

7%

6%

4%

Music

Interactive games

Search engines

Sports

Homework

News

Your school's website

Shopping

Community

Health

None of these


Search Engines, Music and Games Also Top Teens’ List Nationwide

12%

3%

17%

10%

8%

14%

29%

48%

49%

6%

8%

9%

17%

21%

29%

39%

42%

66%

Health Sites

Financial Services

Community Sites

eCommerce Sites

Sports Sites

News

Interactive Games Sites

Music Sites

Search Engines

Boys

Girls


Last week, which types of sites did you visit?(13-18 Year Olds)

Q923/924 BASE: Respondents aged 13-18 years old


Health Sites Are Most Popular Among Older Online Teens

LAST WEEK, which types of websites did you visit?


6%

1%2%

12%

Total 10-12 years 13-14 years 15-17 years

% Health Sites

(N=503) (N=139) (N=174) (N=190)


Online Tweens and Teens Like Information, Games, Pictures and Music on Websites

What do you like MOST about your favorite websites?


47%

40%

37%

37%

19%

16%

9%

8%

4%

The information you get

Games

Pictures/Animation

Music

Your friends visit those sites

Jokes

Able to buy things on the sites

Chat rooms/Bulletin Boards

Something else


Last week, how many HOURS did you spend in chat rooms?

Small Minority of Online Tweens and Teens Visit Chat Rooms

3 or more hours

4%

2 hours4%

0 hours85%

1 hour6%


1 Hour or More (Net)

14%


Entertainment, Sports, and Hobbies Are Most Popular Chat Topics

What were the topics of the chat rooms that you visited in the last week?

Q430 BASE: Those who chatted on the Internet last week (n=59)

57%

55%

46%

32%

29%

23%

21%

14%

1%

15%

Entertainment

Sports

Hobbies or groups

Gaming

Relationships / Lifestyles

Shopping

News / Current events

Family / children

Health issues

Something else


Majority of Online Tweens and Teens Use Instant Messaging

Last week, how many instant messaging or IM sessions did you have?


1-5 sessions27%

6-10 sessions13%

11-20 sessions11%

21 or more sessions12%

0 sessions36%

Mean = 10.1 sessions

1 or more(Net)63%


Nationwide, IM Increases In Popularity During Teen Years

% using the Internet in past week to...

23%

29%

9%

35%

59%

5%

Chat IM Do schoolwork

10-12 year olds

13-18 year olds


Q900 BASE


Social Connections


Number of Phone Connections Increases With Age

YESTERDAY, how many DIFFERENT people did youtalk on the telephone with?

Q511_1 BASE: All respondents (n=623)

Gender Age


13-14Years

15-17Years

Base 623 332 291 210 201 212% % % % % %

0 15 18 12 24 10 12

1 or more (net) 84 82 88 75 90 88

1 15 14 16 23 12 11

2-3 42 39 46 39 41 46

4-5 13 15 10 9 16 13

6-10 13 12 14 4 19 17

11 or more 1 1 1 1 1 1

Mean 3.0 3.1 3.0 2.0 3.7 3.4


One-third of Tweens and Teens Sent an Email the Previous Day, But…

YESTERDAY, how many DIFFERENT people did yousend an email to?


Gender Age


13-14Years

15-17Years

Base 623 332 291 210 201 212% % % % % %

0 65 67 63 76 59 60

1 or more (net) 35 33 37 24 41 40

1 9 11 8 6 7 15

2-3 16 14 18 10 20 17

4-5 5 3 7 5 5 4

6-10 3 3 2 2 2 4

11 or more 2 2 3 * 7 *

Mean 1.3 1.1 1.6 0.7 2.3 1.1


Nearly Half Had Received An Email

YESTERDAY, how many DIFFERENT people did youget an email from?


Gender Age

Total Male Female 10-12 Years

13-14 Years

15-17 Years

Base 623 332 291 210 201 212 % % % % % %

0 50 49 51 70 41 40

1 or more (net) 46 49 45 29 54 55

1 8 11 6 5 13 7

2-3 16 17 15 10 17 21

4-5 9 9 9 6 9 11

6-10 6 5 8 5 4 10

11 or more 7 7 7 3 12 6

Mean 3.1 2.8 3.5 1.6 4.5 3.3


As In Virginia, Tweens and Teens Across the Nation Receive More E-mails Than They Send

1.3

3.7

18.3

0.3 1.1 1.62.5

4.73.3

23.2

30.0

12.2

8-9 10-12 13-15 16-18 19-21 22-24

E-mails received

E-mails sent

Average number of e-mails sent/received per day

Q885/890 BASE



Nearly Half of Teens Instant Messaged (IM) the Previous Day – More Than Twice As Many As Tweens

YESTERDAY, how many DIFFERENT people did yousend an Instant Message to?


Gender Age


13-14Years

15-17Years

Base 623 332 291 210 201 212% % % % % %

0 62 60 65 81 54 53

1 or more (net) 46 49 45 19 46 47

1 4 5 3 4 5 4

2-3 13 11 15 9 15 15

4-5 9 11 6 3 11 12

6-10 6 7 6 1 9 9

11 or more 5 5 5 1 6 7

Mean 2.3 2.5 2.1 0.7 2.9 3.2


31%

14%

37% 39%

Total 10-12 years 13-14 years 15-17 years

Connectedness Increases Markedly From Tween to Teen Years

% Telephoning, Emailing or Instant Messaging (IM) more than 10 different people a day


(N=623) (N=210) (N=201) (N=212)

Age


31% 30%

48%

35%

Males Females Current/Potential Rejectors

Current/Potential Teen Smokers Are More Likely Than Rejectors to Be Highly Connected

% Telephoning, Emailing or Instant Messaging (IM) more than 10 different people a day


(N=332) (N=291) (N=103) (N=310)

Gender Teen Smoking Status


Gender AgeTeen Smoking

Status


13-14Years

15-17Years

Current/Potential Rejectors

Base 623 332 291 210 201 212 103 310% % % % % % % %

0 7 7 7 5 10 5 2 9

1 or more (net) 90 89 90 92 87 92 94 87

1 8 5 11 10 5 8 14 5

2-3 23 21 24 25 23 20 24 21

4-5 26 24 29 34 24 21 15 25

6-10 20 22 17 14 23 22 30 20

11-20 11 14 8 7 10 16 10 14

21 or more 2 3 1 3 1 3 2 2

Mean 6.3 7.3 5.3 5.5 5.9 7.4 6.9 6.6

Q515 Base: All respondents (n=623)

Boys and Older Teens Tell More People About New Things They LikeThe last time you found a new thing you really liked, how many other people did you tell about it?


Sensation Seeking Attitudes and Behaviors


Most Tweens and Teens Enjoy Maximizing Experiences and Having Artistic Friends

% “Yes”


89%

79%

49%

47%

36%

25%

I think it is important toexperience as many different

things as possible in life

I like friends who are artisticor creative, even if they are

wild

I like new and excitingexperiences, even if I have

to break the rules

I like to do scary things

I would like to drive amotorcycle

I get bored seeing the samepeople every day


Boys Have Higher Affinity Than Girls For Driving Motorcycles and Acquiring New Experiences


90%

83%

38%

41%

22%

23%

88%

75%

59%

52%

50%

27%

I think it is important to experience as manydifferent things as possible in life

I like friends who are artistic or creative, even ifthey are wild

I like new and exciting experiences, even if I haveto break the rules


I would like to drive a motorcycle

I get bored seeing the same people every day

Female

Male

% “Yes”


Older Teens Enjoy New Experiences and Risk-Taking More Than Younger Kids


82%

80%

37%

43%

29%

25%

92%

80%

46%

45%

36%

20%

92%

77%

61%

51%

42%

29%



I like new and exciting experiences, even if Ihave to break the rules




10-12 year olds

13-14 year olds

15-17 year olds

% “Yes”


Central Virginia Tweens and Teens Most Likely to Want to Drive Motorcycle; Least Likely to Want Varied Experiences


90%

52%

36%

95%

50%

38%

82%

49%

45%

89%

35%

26%

I think it isimportant to

experience asmany different

things as possiblein life

I like to do scarythings

I would like todrive a motorcylce

Northern

Southwest

Central

Tidewater

% “Yes”


Current/Potential Teen Smokers Like to Do Scary Things and Have New Experiences – Even if They Break Rules


90%

86%

66%

62%

42%

33%

93%

76%

51%

44%

39%

22%



I like new and exciting experiences, even if Ihave to break the rules




Current/Potential

Rejectors

% “Yes”


Self-Image


Most Tweens and Teens Want to Be Trustworthy and Fun



92%

69%

41%

38%

31%

19%

13%

12%

2%

Other people can trust

Is fun to hang around

Is a leader

Doesn't care what other people think about them

Is good at sports

Knows what the latest trends are

Is thin

Can easily get a boyfriend or girlfriend

Looks like a movie star



Most Tweens and Teens Do Not Value Looking Like A Movie Star


1%

4%

18%

20%

26%

39%

48%

45%

84%



Is a leader


Is good at sports


Is thin



% “Not At All Important”



96%

73%

43%

39%

18%

19%

14%

4%

1%

87%

66%

38%

38%

42%

19%

13%

20%

2%



Is a leader


Is good at sports


Is thin



Female

Male

Girls Value Trustworthiness More Than Do Boys; Boys More Likely to Value Being Good At Sports and Getting a Romantic Partner





15-17 year-olds Value Leadership and Self-Assuredness to a Greater Extent Than Do 10-12 year-olds



92%

63%

32%

28%

30%

15%

16%

9%

5%

90%

71%

42%

39%

37%

19%

10%

15%

93%

73%

47%

46%

25%

22%

14%

12%

0%0%



Is a leader


Is good at sports


Is thin



10-12 year olds

13-14 year olds

15-17 year olds



Northern Virginia Tweens and Teens Least Likely to Value Being A Leader; Tidewater Tweens and Teens Least Likely to Value Sports Performance


26%

29%

18%

44%

34%

8%

43%

42%

17%

51%

19%

7%

Is a leader

Is good atsports

Is thin

Northern

Southwest

Central

Tidewater




90%

75%

46%

49%

31%

17%

17%

14%

0%

92%

71%

44%

41%

31%

21%

10%

14%

0%



Is a leader


Is good at sports


Is thin



Current/Potential

Rejectors

Teens’ Self-Images Do Not Differ By Their Smoking Status





According to Tweens and Teens: Smokers Don’t Care What Others Think and Non-Smokers Are Athletic, Trustworthy, Fun and Leaders

Tweens and teens report that the following describe a smoker (and not a non-smoker):

Tweens and teens report that the following describe a non-smoker (and not a smoker):


47%

31%

23%

20%

13%

8%

7%

4%

3%

Doesn't care what other peoplethink about them

Is thin



Can easily get boy/girlfriend


Is a leader

Is good at sports


93%

86%

85%

85%

78%

71%

64%

54%

46%

Is good at sports



Is a leader

Can easilty get a boy/girlfriend



Is thin

Doesn't care what other people thinkabout them


Current/Potential Teen Smokers More Likely to Say Smokers Know the Latest Trends and Look Like Movie Stars

Teens report that the following describe a smoker (and not a non-smoker):

Teens report that the following describe a non-smoker (and not a smoker):


8%

18%

6%

49%

16%

36%

38%

13%

28%

1%

8%

8%

48%

1%

19%

28%

10%

16%

Is someone other people cantrust


Is a leader


Is good at sports

Knows what the latest trendsare

Is thin

Can easily get a boy/girlfriend


Current/PotentialRejectors

76%

66%

81%

36%

82%

40%

48%

77%

65%

87%

88%

86%

47%

97%

71%

57%

81%

75%

Is someone other people cantrust


Is a leader


Is good at sports

Knows what the latest trendsare

Is thin

Can easily get a boy/girlfriend



Test Messages

Statement 1: With all that’s going on in the world, it’s time to get serious about your future. Some things, like smoking, just get in the way of being ready for whatever challenges the future might bring.

(Serious About Future – Empowerment)

Statement 2: Why are there so many more people who don’t smoke than do smoke? Maybe it’s because they’re not weird. They know that smoke coming out of their noses is not normal.

(Smokers Not Normal – Socially Unacceptable)

Statement 3: The Truth campaign tells only half the truth. It’s true that tobacco companies try to get people to smoke. But the real truth is that the

decision is yours, not theirs.

(The Truth Campaign – Empowerment)


“Empowerment” Messages Three Times More Believable Than “Socially Unacceptable” Message For Girls and Boys; Tweens and Teens


60% 59% 60% 61%68%

51% 49%

62%

Serious About Future (Empowerment)

18% 17% 18% 18% 18% 18%13%

19%Smokers Not Normal (Socially Unacceptable)

61% 60% 62% 64%54%

65% 61% 59%

The Truth Campaign (Empowerment)

% Very Believable

Total Male Female 10-12 13-14 15-17 Current/ RejectorsPotential

(N=623) (N-332) (N=291) (N=210) (N=201) (N=212) (N=103) (N=310)

Gender Age Teen Smoking Status


“Empowerment” Messages More Likely To Prompt Behavior Change - Particularly Among Tweens


48% 43%53% 58%

49%38%

32%

47%Serious About Future (Empowerment)

25% 23%28%

41%

27%

10% 10%21%Smokers Not

Normal (Socially Unacceptable)

42% 42% 41%47% 47%

33% 31%42%

The Truth Campaign (Empowerment)

% Think a Lot

Total Male Female 10-12 13-14 15-17 Current/ RejectorsPotential

(N=623) (N-332) (N=291) (N=210) (N=201) (N=212) (N=103) (N=310)

Gender Age Teen Smoking Status

Documents

Harris Interactive Inc. Virginia Youth Insights Conducted for Work, Inc. Prepared by: Dana Markow, Ph.D., Senior Research Manager Marc Scheer, Research