Buzz Marketing Group CEO Tina Wells shares her insights on the latest trends among teens.

1. +
What Teens Want

2. Pop Quiz
! True or False: The majority of teens want to buy an iPad.
! True or False: Teens prefer a PC over a Mac.
! True or False: Teens prefer to shop online.
! True or False: Downloading music illegally has increased
5%
over the past 8 years.

3. Overview
Research took place during March 2010
!Teens between 13-19
!Boys and Girls
!2,276 respondents 45%
!5,966 attempts

4. +
The majority of respondents who
participated in this survey were
from one of the following states:
!Illinois
!California
! Nevada
!New York
! New Jersey
! Ohio
! Georgia
! Florida
Demographics: Location
! Pennsylvania
Location, Location, Location

5. Demographics: Age
Our survey was given to teenagers between the ages of 13 and 19 years-old.
13 14 15 16 17 18 19
=6% =7% =9% =14% =18% =24% =22%

6. Demographics: Ethnicity
$$!#$$$$$'#$$$%$%$
%&#$ Caucasian
African American
!"#$
%"#$ Hispanic
Asian American
Mix
American Indian
Indian

7. Demographics: Gender & Education
56% 44% High School= 71%!
College= 29%
29%
71%

8. +
The Internet

9. Online Activity
40% of teens spend between 3-6 hours online each day.
20% 2%
40% 3-6 hours
1-3 hours
38%
<6 hours
>1 hour

10. Top Most Visited Websites
Responses! Percentages!
1.! ! 41%!
2. ! 25%!
33% 67%
3. ! 31%!
4. ! 21%!
5. ! 25%!
6. ! 34%!

11. Email Usage
Number of email accounts
2 accounts = 41%
1 account = 23%
3 accounts = 21%
4+ accounts = 15%
How often teens check their mail
Multiple times a day = 79%
Just once a day = 21%

12. Do you have a Yes to a Twitter
Twitter account? account
Yes Female Male
55% 51% 49%
No
45%

13. Networking
51%
29%
25%
6%
2%
Text Meet in Facebook Talk on the Email
message person phone

14. Getting the Buzz….
How do you normally get your news?
Responses! Percentages!
1. Online websites! 73%!
2. TV! 15%!
3. Go to a friend! 7%!
4. Magazine/Newspaper/Radio! 5%!

15. +
Music

16. Top 10 Music Artists
1. Lil Wayne
2. Lady Gaga
3. Drake
4. Black Eyed Peas
5. Eminem
6. Taylor Swift
7. Jay-Z
8. Beyonce
9. Kings of Leon
10. Paramore

17. Music Genres
Since 2008, Hip Hop & R&B has declined (10%)
in popularity while Rock has increased (10%)
Alternative/Indie 4%
R&B
10%
Pop 17%
Rock 28%
Hip-Hop 29%

18. “When a new song comes out I….”
9% ()*+,)-.$/0)1$234+56$
13% 34% 72685+$8)$)+$62856$,295$
:-+.)0-$;$<=6>-?5$
21% ()*,)-.$/0)1$-$.2/505+8$6285$
23%
@4=$8A5$B($2+$68)056$
()*,)-.$/0)1$-$/025+.$
*Respondents were able to choose more than one answer.

19. CC#$ Do you download music
illegally?
Yes
DE#$
2002 2009
Albums Vs. Singles
45%
55% Albums
Singles

20. +Technology
Technology

21. New Technology: More than half of teens
surveyed have the most
recent technology
Do you own a laptop? Do you own a digital camera
No
No
11%
20%
Yes Yes
80% 89%

22. New Technology:
Do you own an iPod? Do you own a cell phone?
Yes = 87% Yes = 98%
No = 13% No = 2%
98%

23. Cell Phone Usage:
How do you use your phone?
53%
43% 44%
40%
36%
Checking Surfing the Listening to Calling Text message
email web music friends

24. Would you buy an iPad?
62%
38%
Yes No

25. +
What’s Hot
What’s Not?

26. The Twilight Saga
Responses! Percentages!
LOVE IT!! 44%!
Like it! 23%!
(it’s ok)! 11%!
HATE IT! ! 22%! Is Twilight still hot?
No
22%
Yes
78%

27. What’s Hotter:
Mac or PC ??
!
63% 63%
36%
63%
11% 37% 19%
37%
Mac PC Mac PC
33%
2007 2008 67%

28. What’s Hotter:
Magazines or Blogs !
!54% of teens prefer blogs. 3% !Boys prefer blogs (63%)
67% Girl prefer magazines (55%)
63%
71%
54%
46% 55%
29% 54%
46%
Magazine Blog Magazine Blog
2008 2009 Boys Girls
Blog popularity has increased by 25% since 2008

29. 86%
What’s Hotter:
TV or Internet!
14%
TV Internet

30. What’s Hotter:
Instant Message vs. Text Message
! Girls prefer texting (56%) 71%
! Boys prefer IM (57%)
29%
Instant Text
Message Message

31. What’s Hotter:
Facebook or MySpace!
!!The results are in: 83% of teens prefer Facebook over MySpace (17%)
!!This is a 26% increase from 2008.
83%
33% 67%
57%
43%
17%
Facebook MySpace Facebook MySpace
2008 2009

32. Shopping:
In-store or Online !
!The results show that girls prefer to shop in-store (56%) and boys
prefer to shop online (64%).
55%

33. +
Recession
"Always look for coupons and other discounts. !
Only spend the money that you have at that
moment in time, don't spend money anticipating
that you will earn more money back.”
-Crista, 16, Atlanta

34. Employment
Are you employed? This time last year, were you
employed?
YES YES
NO 34% NO 44%
66% 56%

35. Since the recession, how much time have you
spent with family?
41%
35%
24%
More time with Same amount of Less time with
family time with family family

36. What is your main source of income?
Gifts 6%
Allowance 14%
38%
Job
42%
Parents

37. What amount of your income is disposable?
0-10%
30%
35%
10-20%
14% 21% 20-30%
>30%

38. +
Purchasing
A closer look into how
teens spend…

39. Shopping
Do you shop online? How often do you shop?
39%
35%
No 22%
16%
Yes
84%
4%
Only Weekly Monthly Daily
when
needed

40. Spending Habits
Has the economy affected your Do you think before you spend
spending habits? because of the financial crisis?
No No
15% 22%
Yes Yes
85% 78%

41. Want it. Need it. Nabbed it.
Responses! Percentages!
1. They NEED it! 50%!
2. They WANT it! 43%!
3. It is on SALE! 33%!
Once the economy turns around, will teens Have teens learned anything from the
resume to their old spending habits? financial crisis?
33% 67%
No
14%
No Yes
Yes
47% 53%
86%

42. Recession Causalities
Responses!
1. Clothing! 85% of teens said that the
economy has affected
2. Dining Out!
their spending habits;
3. Shoes! however, music ranks 6th
4. Electronics! on the list of items
respondents gave up
5. Movies!
11% 19% since the recession. 67%
33%
6. Music!
7. Car!
8. Vacations!
9.Make-up/Beauty Supplies !
10. Coffee Shops !

43. +
Recession: Spending Diaries
"Think before I spend. !Try and save money
and not always buy things I don't need.”
- Bryce, 14, California

44. Young adults tracked their
financial habits for one week…
45%

45. GRAND TOTAL: Who: 19 Year-Old Female
$ 393.38 From: Philadelphia, PA
Occupation: Student
Thursday
Monday Breakfast: $4.70
Qdoba Chips: $2.66 Coffee & Snack: $2.88
School Supplies: $1.99 Fruit: $4.50
Snack: $1.09 Total: $12.08
Total: $5.74
Friday
Tuesday School Supplies: $8
Snacks: $3.74 Lunch: $4
Coffee Filters: $2.99 Dinner & Wine: $14
Safety Deposit: $175 Total: $26
Electricity Bill: $115
Total: $296.73 Saturday
Karaoke: $8
Wednesday Subway Tokens: $5
Lunch: $6 Printing: $4.50
Smoothie & Snack: $5.09 Dinner: $5
Netflix: $14 Total: $ 22.50
Total: $25.05
Sunday
Starbucks: $5.70
Total: $5.70

46. Who: 19 Year-Old Male
GRAND TOTAL:
From: Chicago, IL
$186 Occupation: Student
Monday Friday
Weed: $80 Weed: $10
Cigarettes: $8.50 Liquor Store: $13
Total: $88.50 Wendy’s: $5
Total: $28
Tuesday
Hotel Room: $30 Saturday
Total: $30 Noodles & Co.: $8
Total: $8
Wednesday
N/A Sunday
Total:$0 Cigarettes: $9
Total: $9
Thursday
Cigarettes : $10.50
Liquor Store: $12
Total: $22.50

47. GRAND TOTAL: Who: 19 Year-Old Female
From: Los Angels, CA
$ 281.65
Occupation: Student
Monday Friday
Dinner: $21.61 Starbucks: $6.10
Gas: $15 Lunch: $10
Snacks: $5.90 Total: $16.10
Total: $42.51
Saturday
Tuesday Car Wash: $11.67
Weed: $10 Gas: $15
Cigarettes: $5.21 Weed: $30
Total: $15.21 Perfume: $48
Popeyes: $14
Wednesday Manicure/Pedicure: $30
Lunch: $5.68 Total: $192.67
Total: $5.68
Sunday
Thursday N/A
Dinner: $9.48 Total: $0
Total: $9.48

48. GRAND TOTAL: Who: 19 Year-Old Male
$ 1,659 From: Philadelphia
Occupation: Photographer
Monday Thursday
Target: $77 Itunes: $3
Bar: $40 Whole Foods: $103
Pet Store: $31 Bar: $15
Whole Foods: $27
Gas: $18
Total: $121
Total: $193
Friday
Club: $26
Tuesday
Club: $18
Food: $31
Apple Store: $600 Total: $44
Hard Drive: $70
Total: $701 Saturday
ATM: $200
Casino: $200
Wednesday Food & Drinks: $100
N/A Total: $500
Total: $0
Sunday
Restaurant: $100
Total: $100

49. GRAND TOTAL: Who: 18 Year-Old Female
$274.18 Location: New York City, NY
Occupation: Student
Monday Thursday:
Accutane Prescription: $172.95 Groceries: 17.21
Greeting Cards: $11.80 Total: $17.21
Gum & Printer Ink: $35.29
CDs: $7.98 Friday
Ethernet Cord: $11.50 N/A
Total: $239.52 Total: $0
Tuesday Saturday
Food: $6.55 Lunch: $4.90
Total: $6.55 Total: $4.90
Wednesday Sunday
Jamba Juice: $2 N/A
Cereal: $4 Total: $0
Total: $6

50. Spending Themes
How teens spend their money...
Alcohol & Spend, Spend, Places to go,
Teens? Spend people to see
45%
“Someone’s “I think I’m
“No, I have the
gotta pay the going to stay in
bill”
bills” tonight”
[Through the recession I’ve learned that] “most of the time I can live without whatever it is I think I
need, especially media. !I can always borrow things from other people or find alternative ways of
getting things, like from the library.”- Anna,18, Illinois

51. +
The Blue Room

52. What is the Blue Room?
!Research & marketing service
!Dedicated panel of youth
!Monthly trend reports
!Dedicated back-end access

53. Service Standard Silver Gold Platinum
•!Small •!Small •!Brands •!Ad agencies
businesses agencies •!Mid-size •!Corporations
•!Indie labels •!Media agencies •!Multi-
•!Community companies segmented
organizations businesses
buzzSpotter® 20 members 50 members 100 members 250 +
Panel size members
bFocus/month 2 4 8 16
Global ! !
Polls/month 1 2 3 5
(500
responses)
buzzReport ! ! ! !

54. Service Standard Silver Gold Platinum
•!Small •!Small •!Brands •!Ad agencies
businesses agencies •!Mid-size •!Corporations
•!Indie labels •!Media agencies •!Multi-
•!Community companies segmented
organizations businesses
Surveys/ 2 4 6 10
quarter
(500-1000
responses)
buzzStorms/ 1 2 3 5
quarter
Consulting 2 4 6 10
hours/month
buzzImmersio 1 2 3 5
ns/month
Access to the " " " "
Buzz Youth
Institute (bYI)

55. Contact Us
Tina Wells, CEO
856.346.3456
twells@buzzmg.com
Buzz Marketing
Group
1018 Laurel Oak Rd.
Suite 1
Voorhees, NJ 08043
www.buzzmg.com