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Teen
Advertising
StudyMay
2009
University
of
Massachusetts
Amherst
2
Table of Contents
Methodology…………………………………………………………………………………3Media
Habits…..................................................................................4Product
Category
Dashboards……………………………………………………….9Product
Categories
in
DetailHealth
&
Beauty……………………………………………………………………..14Shoes………………………………………………………………………………………23Department
Stores
&
Retailers……………………………………………….32Apparel
Brands……………………………………………………………………….41Cell
Phones……………………………………………………………………….…….50Consumer
Electronics………………………………………………………………59Food
&
Snacks………………………………………………………………………….68Quick
Service
Restaurants…………………………………………………….….77Demographics………………………………………….………………………………………86
3
Methodology
The
methodology
for
the
research
conducted
for
Fuse includes
the
following:
Internet
‐
based
collection
(consumer
access
panels
across U.S.
population)
Respondents
were
split
into
two
groups
.
There
were
two
surveys
which
each
took
approximately
15
minutes
to
complete
and
had
4
open
ends
each.
The
two
surveys
shared
a
core
set
of
questions,
then
split
to
have
respondents
answer
questions
on
the
following
topics:
•
Group
I:
Health
&
Beauty,
Shoes,
Department
Stores
&
Retailers,
Apparel
•
Group
II:
Cell
Phones,
Consumer
Electronics,
Food
&
Snack
Food,
Quick
Service
Restaurants
Respondents were
screened
based
on
the
following
criteria:
•
Between
the
ages
of
13
and
18
years
old
•
Some
connectivity
to
media
•
50/50
gender
split
•
Some
effort
was
made
to
ensure
there
was
not
a
“big
city
bias”
in
the
study.
Therefore,
respondents
were
monitored
to
ensure
that
no
more
than
half
came
from
major
metropolitan
areas.
Sample
sizes,
and
ages
per group
were
as
follows:
•
Group I:
n=300;
Age
13
‐
15:
52%;
Age
16
‐
18:
49%
•
Group II:
n= Age
13
‐
15:
49%;
Age
16
‐
18:
51%
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