Teen Health Perceptions Study

Teen HealthPerceptions StudyPerceptions Study

August 24, 2009

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Table Of Contents

Introduction page 3

The Healthy Lifestyle Report Card page 4

Healthy Lifestyles &Healthy Lifestyles & The American Teen Page 5

Health Information Sources Page 13

Conclusion Page 16

Methodology, Background & Contacts page 17

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Introduction

What does it mean to be “healthy”? Scarborough Research posed this question to teens via the Scarborough Kids Internet Panel (S.K.I.P.). In this customized, teen-focused study, we set out to learn more about teen ( ) , y,health perceptions and to examine their habits and lifestyles.

The pages of this study paint a picture which shows that today’s teenager is very aware of what it means to be “healthy.” In fact, 92% of teens say health/healthy lifestyle is “extremely or somewhat important” in their lives. Further, teens are garnering health information from a variety of sources. Even in the social networking age, teens are still turning to their parents and teachers for information.

Companies targeting the teen market can utilize the information from this report to:

• Better understand the health consciousness of the American teen, and the gatekeepers of teen perceptions

• Fine-tune marketing efforts targeting teens, including social and search marketing

The data in this report is based on an Internet panel of teen consumers (ages 13-17). This complimentary study features select findings. More in-depth information is available in the full study, including:

• Insights on teen consumer brand preferences, including teen perceptions on healthy vs. unhealthy brands

• Multicultural information detailing how teen preferences and perceptions vary based on race and ethnicity

• Channel marketing data including information on effective ways for reaching teens with health• Channel marketing data, including information on effective ways for reaching teens with health information

• More insights overall teen health, from vitamin usage to in-depth exercise profiles

See page 17 for more details on study methodology. The full study and customized data reports are available for purchase from Scarborough Stat Shop. Please contact Julie O’Donnell at [email protected] or 678-455-6213 for more information.

Members of the press, please contact Allyson Mongrain at [email protected] or 703-451-3174.

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Part 2: The Healthy Lifestyle Report Card

Seventy six percent of teens give themselves a grade B or higher on their healthy report card

The Vast Majority of Teens Give Themselves Good Health Grades;Teens Feel Nutrition and Exercise are the Two Pillars of a Healthy Lifestyle

Seventy-six percent of teens give themselves a grade B- or higher on their healthy report card. The median health grade teens was a B+. Overall, boys give themselves a better healthy lifestyle grade than do girls, and 13-15 year olds give themselves a better grade than 16-17 year olds. There is a positive correlation between grade and importance—as the importance of healthy lifestyle increases, so do grades.

HEALTHY LIFESTYLE REPORT CARDHEALTHY LIFESTYLE REPORT CARD

A+ / A / A- .............. 33%B+ / B / B- .............. 43%C+ / C / C- .............. 18%D+ / D / D- ................ 5%F ........................................ 1%

“While this self-awareness of how they rate their healthy living seems to contradict statistics on child and teen obesity published by the CDC and other agencies, it shows that there is a foundation

or predisposition for turning awareness into actual healthy lifestyle patterns,” said Mr. Seraita.

Nutrition and Exercise: The two pillars of healthy livingAlmost all teens (92%) say having a healthy lifestyle is important, and they consider exercise and nutrition to be two key fundamentals of healthy behavior.

When it comes to being healthy and having a healthy lifestyle, which of these do you think is most important? (%)40

38%32%

15

20

25

30

35

Perc

ent

4

14%8% 7%

2%0

5

10

What you eat Exercise Your weight Regular check-upat the doctor’s

Getting enoughsleep

Mental/spiritualactivities, like

meditation/yoga

Part 3: Healthy Lifestyles & The American Teen

Diet: Teens Say Eating Right is ImportantA well-balanced and healthy diet is important to teens. The vast majority not onlyclaim to eat well, but also to discuss nutrition at home. A majority (64%) report cutting back on the amountof fast food they are eating and more than half (57%) say they would eat more healthy food if it wereof fast food they are eating, and more than half (57%) say they would eat more healthy food if it werenot so expensive.

% “Agree or Strongly Agree” with the Following Statements on Nutrition

Statement % Agree/Strongly Agree

Eating healthy food is important to me. 76%g y p

I usually try to eat balanced, healthy meals. 69%

I have discussed healthy eating and nutrition with my family. 69%

I have a healthy diet. 64%

I’ve cut back on the amount of fast food I eat. 64%

I would eat more healthy foods if they weren’t so expensive 57%I would eat more healthy foods if they weren t so expensive. 57%

I pay a lot of attention to the quality and nutritional value of the foods I eat. 54%

I would eat a healthier diet if my mom would prepare it for me. 54%

I’m very careful about the foods I eat. 51%

I need to change my eating habits. 48%

Diet and nutrition are not things you need to think about when you are young. 32%

Eating healthy food is not that important to me. 29%

I never talk about healthy eating and nutrition with my family. 26%

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The S.K.I.P. survey Examined Teen opinions on different Types of foods to determine which food is perceived as healthy and which food is not.

Teens indicated:

●Fresh fruit, raw vegetables and salad are most healthy.

●Candy, soda and salty snacks are least healthy.

●Bottled water is perceived as healthy—nearly as healthy as fresh fruit.

●Sports drinks are perceived as significantly less healthy than bottled water.

“On a scale of 1 to 5, where 1 means “not at all healthy” and 5 means “extremely healthy,” please rate how healthy you think the following foods are:”

●Energy bars are not perceived as healthy.

●Energy drinks are perceived as nearly as unhealthy as soda .

Fresh fruitRaw vegetables

SaladBottled water

Cooked vegetablesYogurtYogurt

NutsSoy

JuiceGranola bars

Energy bars (such as Balance Bars)Sports drinks (such as Gatorade)p ( )

Juice drinks (such as Kool-Aid)Coffee/tea

Energy drinks (such as Red Bull)Sweet snacksSalty snacks

Soda/pop

6“Healthy” Index Score

-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5-2.0

Candy


We also asked teens how frequently they consume different types of foods, and correlated this with their healthy perception.

The chart below shows the degree to which perceived healthiness of a food correlates with the frequency which teens consume it.

Healthy Food Perceptions: Healthy Foods and Frequency of Consumption

2.00

UPPERRIGHT

UPPERLEFT

1.50

1.00

0.50

Scor

e

0.00

-0.50

-1.00

“Hea

lthy”

Inde

x S

-1.50

-2.00

LOWERRIGHT

LOWERLEFT

HOW TO READ:Upper right—healthy and frequently eaten

● Bottled water● Fresh fruit● Cooked vegetables

Upper left—healthy and infrequently eaten:● Soy ● Granola bars

Lower left not healthy and infrequently eaten:

-2.00 -1.50 -1.00 -0.50 0.00 0.50 1.00 1.50 2.00Consumption Frequency

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● Cooked vegetables● Salad, etc.

Lower right—not healthy and frequently eaten:● Salty snacks● Sweet snacks● Soda

Lower left—not healthy and infrequently eaten:● Energy drinks● Candy● Coffee● Sports drinks● Energy bars


Exercise: Teens Perceive Themselves as Physically FitExercise, the other “pillar” of living a healthy lifestyle, was also examined.The S.K.I.P. survey asked teen respondents to provide details on their exercise habits. The majority (69%) feel they are physically fit. However, more than half strongly feel they need more exercise. And, when asked why they are not exercising as much as they should, the most common reasons given by teens are "too lazy" or "no time."

In examining gender differences, boys are slightly more likely to exercise a couple of times a week than girls (50% vs. 48% respectively). Close to half (45%) of girls feel they are getting less exercise than they should, versus 32% of boys.

% “Agree or Strongly Agree” with the Following Statements on Exercise

Statement % Agree/Strongly Agree

I am physically fit. 69%

I exercise regularly 68%I exercise regularly. 68%

I need to get more exercise. 53%

I never exercise. 20%

How often would you say you exercise? (%)

49%

35

40

45

50

30%

11% 7%3%

5

10

15

20

25

30

Perc

ent

8

7%0

Every day A couple of times aweek

Less than once aweek

Almost never Never


How much exercise are you getting? (%)

38%

54%

30

40

50

60

ent

8%0

10

20

Getting less exerciseth I h ld

Getting the right amountf i

Getting more exerciseth I h ld

Perc

e

than I should of exercise than I should

What is the main reason you do not get as much exercise as you think you should? (%)

(Base =Teens who indicate they get less exercise than they should")

27%No one to exercise with

23%

60%Too lazy

No time

22%No where to go to exercise

4%

6%

10%Too expensive

Not healthy enough

Other

22%No where to go to exercise

9

0 10 20 30 40 50 60

Percent


School and ExercisePhysical education (PE) classes are important to teen health perceptions.Teens who do not have a regular PE class in school are more likely to give themselves a health gradef D F th th h d Thi i i ll th f i lof a D or F than those who do. This is especially the case for girls.

Do you take regular PE (physical education) or gym class at school?

No

70%Yes30%

Lifestyles/Activities and ExerciseWe presented respondents with a list of 61 activities and asked them to indicate all the ones they had engaged in during the past year On the next two pages you will find the results Teens engaged in onengaged in during the past year. On the next two pages you will find the results. Teens engaged in, on average, 10 of the 61 activities. A teen’s Healthy Lifestyle Grade is significantly correlated with the number of activities they engage in—as grade improves, the average number of activities increases. Playing video games, hanging out or chatting with friends and playing basketball are the most frequent activities.

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What activities do teens engage in?

S i iBowling

Art/drawing/paintingBasketball

Chat online with friendsHang out with friendsPlayed a video game 53%

52%

42%36%

35%33%

%

CampingWatch sports on TV

DanceAttended a live sporting event

BikingAttended a live concert

Swimming 33%32%

31%30%

28%

28%27%

AerobicsFootball

Organized sports teamRunning/jogging

FishingGym or health club

Baseball/softball 25%21%21%21%

20%20%20%

Sing/chorusBilliards/pool

Free weights/circuit trainingMusical instrument/in a band

PhotographyVolunteer work

Aerobics 20%

18%

18%

16%16%

15%15%

0 10 20 30 40 50 60

VolleyballSoccer

Percent

14%

14%

11


GardeningExtreme sports

Yoga/Pilates/aerobicsBoatingTennis

Hiking/backpacking

What activities do teens engage in? (cont’d)

12%12%12%12%

11%10%

G tiSnowboarding

GolfIn-line skating

Canoeing/kayakingDrama

Ice skatingTable tennis

Gardening 10%10%10%9%9%9%

8%8%

B iWrestling

Horseback ridingBMX biking

Automobile racingMartial arts

HuntingBoy scouts/Girl scouts

Gymnastics 8%7%7%7%7%7%

5%7%

LacrosseIce Hockey

None of theseSnowmobiling

SurfingShooting/skeet

Water SkiingBoxing 5%

4%4%4%4%4%4%

3%

0 10 20 30 40 50 60Percent

RugbyMotorcycle racing

WindsurfingScuba diving

Racquetball/squash 3%2%2%2%2%

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Part 4: Health Information Sources

Teens Acquire Health Information from Parents and the InternetThe two best channels for reaching teens with health information are their parents and the Internet.Sixty-three percent of teens said that when they have questions about health and nutrition, they go to y p y q , y gtheir parents/guardians for information. One-half (50%) turn to the Internet. Girls are more likely than boys to use either source.

Sources for Health/Nutrition Information70

63%

50%

28% 28%22% 19% Less than

1%10

20

30

40

50

60

Perc

ent

When teens reach the age of 16 the Internet trumps parents as the source for health information Fifty eight percent

13% 1%

0

10

Parents /Guardians

Internet Doctor/Nurse Teacher/Coach Friends Health Magazine Sibling Other

When teens reach the age of 16, the Internet trumps parents as the source for health information. Fifty-eight percent of teens ages 16 and up go online for health information, versus 45% of those ages 15 and under.

“Independence is often considered the hallmark of the American teenager, but we can see that teens in fact need and rely upon their parents for health information,” said Mr. Seraita.

“Healthcare social marketing efforts to reach teens might have a greater impact if parents are also targeted.”

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Online Sources for Teen Health InformationTeens were asked how frequently they utilize specific Internet functions to obtainhealth information or engage with online health content. Obtaining sports tips/advice and utilizing search engines for health information are their top two Internet usesengines for health information are their top two Internet uses.

Frequently Occasionally NeverHow Often Do You…

Teens' Online Sources for Health Information

Rarely

Use the Internet to find tips/advice about sports? 16% 40% 27%

Search for information about health/nutrition with a search engine like Google? 14% 42% 24%

Visited a health site like WebMD, MayoClinic.com or Familydoctor.org? 12% 36% 31%

Discuss health or nutrition with people on websites like Myspace or Facebook? 12% 28% 41%

Read health/nutrition related blogs? 10% 37% 34%

18%

20%

21%

19%

20%Read health/nutrition related blogs? 10% 37% 34%

Forward information about health/nutrition you find on the Internet to other people? 8% 29% 41%

Participate in discussions on health/nutrition bulletin boards? 8% 27% 46%

Download or listen to a health/nutrition related podcasts ? 8% 26% 48%

Teens are utilizing search engines to find health info online

20%

21%

19%19%

Teens are utilizing search engines to find health info online

“Teens are considered to be at the forefront of social networking, but, when it comes to seeking health information, we can see the power of search outweighs that of social networking.

However, with half of all teens going to the Internet for health information, marketers must create a comprehensive and diversified online marketing plan – otherwise they will miss reaching half of their

target audience,” said Mr. Seraita.

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The Influence of the Internet on Buying Health/Athletic ItemsThe Internet plays an important role when teens are making buying decisionsregarding health items such as vitamins, nutritional supplements and sports equipment. Fifty-six percent sa a “ er informati e ebsite” is “ er or some hat important” hen it comes to making a health

When it comes to buying health related products such as vitamins, nutritionalsupplements and sports equipment, how important is… (% very/somewhat)

say a “very informative website” is “very or somewhat important” when it comes to making a health-related product purchase. Forty-six percent cite “recommendation from websites like WebMD or MayoClinic.com.” The influence of the adult is prevalent here as well, with 54% of teens saying their coach’s recommendation is “very or somewhat important “to their buying decisions.

pp p q p , p ( y )

54%

56%Very informative website

Coach recommendation

39%

46%Recommendation from

websites like WebMD orMayoClinic.com

Endorsed by athletes

38%

38%Advertising in sports magazines

Recommendation by people onbulletin boards or social

network websites I visited

34%

0 10 20 30 40 50 60

Advertising on my favoritesports shows

% Very/Somewhat Important

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Part 5: CONCLUSION

The fight against childhood obesity has parallels to the battle waged againstsmoking. Purveyors of unhealthy food and products have been characterized by some as “the new tobacco” by social activist groups concerned about growing obesity rates among young people The difference? The war on tobacco was waged against one core product whereasyoung people. The difference? The war on tobacco was waged against one core product, whereas “obesity” crosses a greater diversity of businesses.

In this environment, being thought of as “healthy,” particularly among young consumers, is an important aspect when creating and maintaining a brand with a socially responsible reputation. And, in an Internet age, with children on the forefront of information sharing via social networking, a good reputation goes an even longer way.

This Scarborough Kids Internet Panel (S.K.I.P.) study shows that teens place stock in healthy activities and nutrition as part of their lifestyle. Given that many of today’s teen consumers are trendsetters, marketers can take advantage in establishing a persona now that could lead to lifetime loyal customers. All of this said, the data in this S.K.I.P. study points to a simple, common truth: marketing matters, especially in today’s economic environment.

The American teenager understands what it means to live a healthy lifestyle. Marketers can help activate this understanding into actual lifestyle patterns. Whether you are sponsoring a local sports team, offering product samples at school games, or developing sponsored health curriculum, marketers should seek to activate healthy behaviors.

Further, parents and other adults, such as teachers and coaches, are key health information gatekeepers for teens. The Internet is also a key channel for teen health information. Search marketing and social marketing are essential to any teen targeting strategy.

This report reflects summary findings of the S.K.I.P. Teen Health Perceptions Study. For more information, please contact:

Julie O’[email protected]

Members of the press:Allyson [email protected]

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Part 5: Study Methodology, Background & CONTACTS

STUDY METHODOLOGY: This S.K.I.P. Teen Health Perceptions Study was fielded via an Internet panel from December 30, 2008 through January 10, 2009, and covered health-related topics. The panel included 1,800 respondents between the ages of 13 and 17.

About S.K.I.P.The Scarborough Kids Internet Panel helps marketers to improve targeting activities, benchmark brand awareness, create media and marketing strategies for optimum impact and measure customer satisfaction among kids, teens and their parents. Through a customized survey of kids ages 6-17, marketers can better understand the perspective, brand preferences or attitudes of youth customers. Additionally, one of the primary benefits of Scarborough’s youth panel is the ability to also survey parents. The S.K.I.P has a high-

lit l th t i t f t h i t h l i lid h i i ht It i f ll li t ithquality sample that uses a variety of techniques to help insure valid research insights. It is fully compliant with the Children’s Online Privacy Policy Protection Act (COPPA). Please visit www.scarborough.com/skip.htm to learn more about this Scarborough Research service.

About Scarborough Research Scarborough Research (www.scarborough.com, [email protected]) measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers, and is considered the

S ’authority on local market research. Scarborough’s core syndicated consumer insight studies in 81 Top-Tier Markets, its Multi-Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 220,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

ABOUT STEVE SERAITA Steve Seraita has a decades-long career in consumer and media research. As Executive Vice President at Scarborough Research, he oversees service and sales for the company’s diverse client base – from Fortune 1000 marketers, advertising agencies, and sports marketers to local, regional and national media companies. A known figure in the media research industry, Steve’s analyses and g y ypresentations have been published internationally. During his tenure at Scarborough, he has helped grow the company to include a diverse product offering that helps those involved in the planning, buying and selling of media, as well as those who market consumer products, achieve their business objectives. [email protected]

CONTACTS:

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Members of the Press:

Allyson [email protected]

All other inquiries:

Julie O’[email protected]

Health & Medicine

Teen Health Perceptions Study