Market Profile
T E E N
M A R K E T P R O F I L E
Mediamark Research
has a singular goal:
to provide the
sharpest picture possible
High
of American consumers—
Resolution
who they are,
Research
what they buy,
how they think,
and how to reach them.
Mediamark’s Teenmark survey delivers a
complete picture of the demographics,
media usage, product consumption and
lifestyle choices of America’s teenagers (ages 12 to 19).
When you are ready to tap into high resolution teen research,
please contact us at 212.884-9200.
Mediamark Research Inc.
75 Ninth Avenue New York, NY 10011
www.mediamark.com
INTRODUCTION
Between 1990 and 2000, the number of Teens ages 12 to 19 soared to 32 million, an increase
of nearly 4.5 million. Their 17 percent growth rate far outpaced the growth of the rest of the
population. Needless to say, the United States is facing a massive population shift. With this
large number of Teens on the cusp of becoming young adults, the behaviors and attitudes they
exhibit now are important to marketers in the present and in the years to come.
The current Teen market represents the most multicultural population the United States has
seen. It differs from previous generations in other distinctive ways as well. While today’s Teens
exhibit a strong need for individuality in their self-expression, they also display a deep
attachment and respect for family. In addition, they marry an interest in fashions of the moment
with a sincere desire to purchase products from companies that have a social conscience.
Teens are also a robust part of the economy. They have a significant income of their own to
spend and also wield increasing influence on household purchases. For example, in 2003, nearly
half — 47% — of 9- to 17-year-olds were asked by their parents to go online to find out about
products or services compared to 37% in 2001.
This Teen Market Profile is designed to help marketers understand and connect with Teens
effectively. It includes a Teen market overview, an examination of the media habits of Teens, and
evidence about how magazines reach, connect, and influence Teens and their purchase decisions.
Market Definition
In this market profile, Teens are defined
as ages 12 to 17, unless otherwise designated.
MPA’s Market Profile series offers an in-depth look at various advertising categories
and demographic groups of importance to advertisers, agencies, and our members.
Recent profiles published include African-American/Black,
Asian-American, and Hispanic/Latino.
Compiled by MPA’s Information Center and Research Department, the profiles synthesize
the most recent findings from dozens of sources. To access additional copies of this and
other market profiles, please visit our website, www.magazine.org/marketprofiles.
For further detail on content, please e-mail infocenter@magazine.org.
Source: U.S. Census Bureau, 2003 Yankelovich Youth Monitor
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
1
TABLE OF CONTENTS
Snapshot of the Teen Market
3
Market Segmentation
5
Teens by Geographic Area
6
Teen Buying Power
7
Teen Buying Behavior
8
Where Teens Shop
9
Teens, Magazines, and Media
10
Teen Influence on Purchases
11
Magazines Influence Teen Buying Behavior
12
Teen Magazine Readers Are Active Consumers
13
Top Advertising Categories and Teen Brand Loyalty
14
What Teens Read
15
Summary
16
SNAPSHOT OF THE TEEN MARKET
Why Focus on Teens?
Beyond the growth in the Teen population, marketers cannot afford to ignore Teens for numerous
other reasons. This growing powerbase of spenders and influencers are important because they:
■ Have significant discretionary income
■ Spend family money as well as influence their parents’ spending on both large and
small household purchases
■ Establish and affect fashion, lifestyle, and overall trends
■ Provide a “window” into our society — a view of how it is now, and what it is likely to become
Lifestyle, Attitudes, Behaviors
Today’s Teens live in a time of sweeping technological advances, relative affluence, and a flattening
divorce rate. Consequently, their attitudes and cultural awareness exhibit a number of distinguishing
characteristics. For example, they:
■ Are realistic and optimistic with a strong sense of individualism, but not with the fierce
independence of the previous generation
■ Like to be in control and are “hip to hype,” but not to the point of cynicism
■ Want and expect to have control over their media experiences
■ Have access to evolving and new technologies — such as DVRs, instant messaging, and wireless phones
Many Teens feel that “most grownups are really stressed out,” and they don’t want to follow this
example. “Being really good at your job” and having “control in your life” are important components of
Teens’ definition of success. But, they also value relationships — family is very important to them, and a
good marriage is a sign of success.
Teens today understand the need to be able to turn on a dime because they live with short-term change
and volatility on a day-to-day basis. Unlike previous eras, Teens also live with paradox, realizing that
their choices are filled with a mix of good and bad. Even so, they have a strong sense of empowerment
and believe that they can conquer any challenge, actively seeking out causes to support. They are self-
assured, with three-quarters or more of them agreeing with the statements “I trust my own judgment a
lot” and “I have a very clear idea of my objectives and goals in life.”
Teen Attitudes 2003
About Themselves
68% I often buy a different brand just to see what it is like
86% People should be free to look, dress and live the
67% Most grownups are really stressed out
way they want whether others like it or not
62% I’m smarter than most kids my age
80% I have a very clear idea of my objectives and
About Adult Success and Accomplishment
goals in life
82% Being really good at your job
75% I trust my own judgment a lot
78% Having a really good relationship with your kids
70% On things very important to me, I always tell the truth
78% Being in control of your life
Sources: Teenage Research Unlimited (TRU), October 2003; Yankelovich Youth Monitor as cited in MediaPost’s MediaDailyNews
“Echo Effect: A New Generation of Media Users, Ad Distrusters” 2/17/04
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
3
SNAPSHOT OF THE TEEN MARKET
Teens and Education
Today’s youth may well end up being the most educated generation to date. Nearly nine out of ten 17-
year-olds plan to attend college — and these are the Teens whose advanced education decisions are on the
immediate horizon. Younger Teens plan to attend college at even higher rates. Only 26% of the 75-year-
old and older crowd attended college for any amount of time as compared to 59% of 25- to 35-year-olds.
Younger generations have generally attended college at higher rates than previous generations.
Teens Who Plan to Attend College
Adults Who Have Attended Any College
100%
60%
59
59
50
56
91
91
90
89
89
86
36
26
80%
20%
age 17
age
16
15
14
13
12
75+
65-74
55-64
45-54
35-44
25-34
Market Opportunities
■ Teens are a growing market. The Teen population will expand from 32.4 million in 2000
to 33.5 million in 2010.
■ Teens have money to spend. As Teens age, their yearly discretionary income increases
from nearly $1,500 at age 12 to 13 to nearly $4,500 by age 16 to 17. As a group, Teens of
all ages spent a projected $112.5 billion dollars in 2003.
■ Teens influence household spending. Parents consult the computer and market-savvy
Teens in their households for large and small purchases.
Market Challenges
■ Teens have more choices than ever. How will advertisers get — and keep — Teens’
attention in the face of so many products vying for their attention?
■ Teens multitask media.
■ Raised in the age of information and uncertainty, Teens can be skeptical.
Sources: U.S. Census; MRI Teenmark 2003; Teenage Research Unlimited (TRU); 2003 Yankelovich Youth Monitor as cited in
MediaPost’s MediaDaily News “Echo Effect: A New Generation of Media Users, Ad Distrusters” 2/17/04
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
4
MARKET SEGMENTATION
When it comes to ethnicity and race, Teens are the most diverse market segment. They are not,
however, overly concerned with ethnic designators. According to market research firm Cheskin, they
are “intra-cultural” — they do not identify themselves as solely African American/Black, Hispanic/
Latino, Asian American, or Caucasian. Teens blur the lines between ethnic and racial identities.
One out of every three Teens age 12 to 19 belongs to a minority racial or ethnic group, according to
Interep Research, as compared to one out of five in the Pre-Boomer generation. Some 15% of the 12-
to 19-year-old population are African American/Black, 15% are Hispanic/Latino, and 4% are Asian
American. The remaining two-thirds are Caucasian.
Diversity of Population by Age Segment
82
75
By Percent (%)
■ Teens
65
■ Baby Boomers
■ Pre-Boomers
15
15
11
9
10
6
5
4
3
%
Caucasian/
African American/
Hispanic/
Asian
White
Black
Latino
American
(Non-Hispanic)
(Non-Hispanic)
Did You Know?
■ Today, the Hispanic/Latino Teen market is 4.6 million strong. By 2020, it will balloon to a size
62% larger than today — growing six times faster than the rest of the Teen market.
■ Asian-American Teens ages 10 to 14 are expected to experience the highest percentage of
growth in this decade — 31% — from 903,000 in 2001 to 1,188,000 in 2010.
Source: U.S. Census Bureau: population projections 2002. Teens 12–19. Baby Boomers: 39–57.
Pre-Boomers 58+; Demographics; Youth
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
5
TEENS BY GEOGRAPHIC AREA
Overall, Teen population density mirrors that of the general population. Some trends since 1998
about the Teen population include:
■ Twice as many Teens live in the South than in the Northeast (9 million vs. 4 million).
While there has been growth in the South of all Teens and adults (up 8%), the region’s Teen
population has experienced particular growth (up 10%).
■ The percentage of Teens that reside in the Northeast, on the other hand, is relatively smaller than
the percentage of the population at large — the only region in the country where this is true.
In fact, the number of Teens living in the Northeast has declined (down 2%).
■ The percent of Teens that reside in the South, Midwest, and West is comparable to the percent
of the population at large that do.
Teen Population by Region
■ WEST
22.6% of Teens
22.0% of Population 12+
■ MIDWEST
23.5% of Teens
22.9% of Population 12+
■ SOUTH
36.4% of Teens
35.9% of Population 12+
■ NORTHEAST
17.5% of Teens
19.2% of Population 12+
Did You Know?
■ Today’s 33 million American 12- to 19-year-olds account for a larger population
than that of 193 of the world’s 227 countries.
Source: 2003 MRI TwelvePlus; U.S. Census Bureau; TRU’s Getting Wiser to Teens
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
6
TEEN BUYING POWER
Teens are a powerful force in the U.S. market — 12- to 17-year-olds spent $112.5 billion in 2003
alone. Income varies greatly within the Teen market as the population matures. Sixteen- to 17-year-
olds have more than four times the amount of earned income as compared to that of 12- to 13-year-
olds. The median spending money per week for all Teens ranges from $12.20 for 12- to 13-year-olds
to $20.10 for 16- to 17-year-olds.
What Teens Earn and Spend
62.7
By Percent (%)
■ All Teens
■ Ages 12-13
■ Ages 14-15
■ Ages 16-17
$ 29.0
24.5
20.1
17.4
15.4
$ 16.3
12.2
Base: U.S. Teens age 12-17; Source: 2003 MRI
Teenmark weighted by population
Median
Median
Employment
Spending Money
Earnings in
in One Week
One Week
(Not from Job)
Financial Products and Teens
With a significant amount of income at their discretion, Teens display a surprising level of financial
sophistication — a significant proportion have access to financial products and services to manage
their money. Nearly four out of ten Teens have a savings or checking account in their own name.
Teens who personally have
%All Teens
% Adults 18+
Savings/checking account in own name
37.2
67.3
Access to credit card
5.3 *
63.3 **
Base: U.S. Teens age 12-17. Source: 2003 MRI Teenmark weighted by population
* In own or parent’s name ** In own name
Sources: Teenage Research Unlimited, October 2003; 2003 MRI Teenmark; NDP Group’s Buying Habits of Teens and Tweens Report
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
7
TEEN BUYING BEHAVIOR
What Teens Purchase and Plan to Purchase with Their Own Money
Teens spend in a wide variety of categories, from durable products such as clothing, CDs, video
games, and jewelry to nondurables, such as food, soda, snacks, and ice cream. Some specific
observations about Teen behavior and purchase intent include:
■ Clothing topped the list of both what Teens planned to buy and what they actually purchased.
■ Entertainment items, such as video games, CDs, and magazines, figured prominently on Teens’
planned purchases and what they actually bought.
■ Food, candy, and soda were the most common items recently bought.
■ Magazines were on Teens’ top 10 lists for both items they plan to buy and what they
recently purchased.
Teen males and females’ spending habits vary in a few significant ways, such as:
■ Twice as many Teen females bought clothes last time they made a purchase and projected
purchases compared to Teen males.
■ Three times as many male Teens bought and planned to buy video games than female Teens.
■ More females tend to consume food and beverages, including candy, soda, snacks, lunch,
and ice cream.
■ Twice as many males plan to buy a car or car parts as females.
Top 10 Items Teens Plan to
Top 10 Items Teens Last Bought
Buy with Their Own Money By Percent (%)
with Their Own Money By Percent (%)
Overall Teen Rank
Males
Females
Overall Teen Rank
Males
Females
1 Clothes
24
48
1
Clothes
21
43
2 Shoes
19
21
2
Food
30
31
3 CDs or Recorded Music
19
18
3
Candy
24
34
4 Video Games
21
6
3
Soda or Soft Drinks
26
32
5 Jewelry
7
16
4
Salty Snacks (i.e. Chips)
15
22
6 Food
10
10
4
CDs or Recorded Music
19
18
7 Soda or Soft Drinks
7
9
5
Lunch
13
22
7 Car or Car Parts
10
6
6
Shoes
15
16
8 Candy
6
6
7
Video Games
18
5
9 Lunch
4
7
8
Jewelry
7
15
10 Magazines
6
3Ω
9
Magazines
9
12
Base: U.S. Ages 13-17
10 Ice Cream
7
10
Source: NOPWorld 2003
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
8
WHERE TEENS SHOP
With “mall rat” officially part of the American vernacular, it’s not surprising that shopping malls top
the list of where both female and male Teens shop. Teens also shop in numerous other venues,
including discount stores, convenience stores, grocery stores, and more. As the age goes up, so does
the percentage of Teens who shop in any/all locations measured.
Overall, girls shop more frequently than boys at nearly every shopping venue studied. After shopping
malls, apparel and discount stores are girls’ most frequented venues. After shopping malls, boys most
often shop at electronics and convenience stores.
Teen Shopping (30-day period)
All Teens
Teen Girls
Teen Boys
Ages 12-13
Ages 14-15
Ages 16-17
Shopping Malls / Centers
57.7
67.4
48.6
52.3
57.7
63.4
Discount Stores
44.6
52.6
37.1
42.2
42.9
48.9
Convenience Stores
44.1
45.7
42.5
35.9
44.4
52.2
Apparel Stores
41.6
53.7
30.1
36.3
43.1
45.6
Grocery Stores
40.0
48.5
32.0
39.8
39.1
41.2
Drugstores 37.1
43.8
30.9
34.0
34.9
42.7
Electronics Stores
33.4
29.1
37.5
28.8
33.4
38.3
Department Stores
32.4
41.8
23.4
29.3
31.1
36.7
Base: U.S. Teens age 12-17; Source: 2003 MRI Teenmark weighted by population
Did You Know...
■ Of Teens, 94% say finding the right size for apparel is the most important factor
when it comes to choosing a retailer.
■ Seventy-five percent of Teens look for the lowest prices and 73% go for frequent sales,
reflecting that Teens are very cost conscious.
■ Eight percent of U.S. mall shoppers are 14 to 17 years old. Teens 14 to 17 spend on average
$46.80 per mall visit. They visit malls more frequently than any other age group at a rate
averaging once per week, and also spend the most time per visit.
Sources: NPD Group report (3/18/04): Buying Habits of Teens and Tweens; ICSC Spring 2003
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
9
TEENS, MAGAZINES, AND MEDIA
Teen Magazine Readers
Magazines appeal to Teens, with eight out of ten Teens reading magazines. That translates into 19.3
million readers today who strongly influence fashion and purchasing trends for the rest of society. In
addition, more Teens trust magazine advertising than advertising in other media, and they do not tend
to spend time with other media when reading magazines.
Teens Trust Magazines the Most
Teens and Advertising Trust by Medium
In an era when skepticism is a common reaction to media
Magazine Ads
29%
messaging, magazine advertising has been and continues
Radio Ads
22%
to be the advertising medium that Teens — like other
TV Ads
22%
market segments — trust the most.
Internet Ads
18%
Source: Neopets Youth Study 2004
Top 25 Magazines Outperform Top 25
Magazines Outperform TV
Prime-Time TV Programs in Reaching Teens
(Gross rating points of top 25 and prime-time TV)
Though the perception may be that Teens are geared
Magazines
270
toward television, the reality is that magazines offer
high reach to Teens. Initiative recently released a cross-
media comparison (a report that adds up the ratings
Prime-Time
of each of the top 25 vehicles in both media) and
Television
found that the top 25 magazines lead against the top 25
109
prime-time TV programs in reaching Teens 12 to 17.
Note: Total GRPs were arrived at by adding the rating of each
of the top 25 vehicles for each medium.
Base: Teens 12-17
Source: Initiative; Nielsen November 2003.
(Prime-time regularly scheduled), MRI Fall 2003
Teens Pay Attention to Magazines
Teens and Multitasking Media
Media fragmentation affects Teens,
Internet and TV
55%
as it does other groups. However,
Internet and Radio
36%
Teens are least likely to multitask
Magazines and TV
12%
media when reading magazines.
Magazines and Radio
13%
Source: Neopets Youth Study 2004
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
10
TEEN INFLUENCE ON PURCHASES
The role of Teens in influencing household
Teens Who Read Magazines Have More
purchases is growing as parents rely on Teens’
Influence on Household Purchases
(Index: Heavy magazine readers to all Teens)
advanced computer skills to research products
online. However, Teens who read magazines,
Technology and Electronics
107
especially heavy magazine readers, are even more
CD Player
119
influential in the household purchases than the
Home Stereo
131
Personal Computer + Software
119
average Teen. In addition to everyday household
Cell Phones
123
items such as food and personal care items, these
Teens who are heavy magazine readers have
Convenience and Fast Foods/Beverages 109
considerable influence on high-end items such
Soft Drinks
114
as CD players, computers, and video games when
Fast Food (from Restaurants)
110
Candy
115
compared with average Teens.
Salty Snacks*
119
Did You Know?
Skin/Personal Care
111
■ Older Teens have more influence than
Deodorant/Antiperspirant
114
younger Teens on household purchases
Headache/Pain Relievers
121
Hand and Body Lotion
119
of personal computers, cell phones,
Complexion Care
116
and deodorant.
Suntan/Sunscreen 116
■ Older Teens have about the same influence
as younger Teens on purchases of fast food,
Hair Care
118
soft drinks, toothpaste, chewing gum,
Shampoo
119
Hair Conditioner
121
potato chips, and sunscreen products.
Hair Spray (female base)
124
■ Younger Teens have more influence than
older Teens on video games, ice cream,
Car/Van/Truck
117
candy, pretzels, and vacation travel.
Vacation/Travel
117
Cosmetics (female base)
112
Blusher
107
Lipstick and Lip Gloss
110
Eye Shadow
108
Mascara
105
*Salty Snacks = Potato, Corn and Tortilla Chips, Pretzels
Note: MRI Teenmark 2003; Chart based on indexed Teens 12-17 years old who are heavy magazine readers; Heavy = Top 40%
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
11
MAGAZINES INFLUENCE TEEN
BUYING BEHAVIOR
Teens and Magazine Advertising
Magazines are an influential force on Teen spending. More than 28% of Teens’ purchases have been
directly influenced by magazine advertising for music, games, makeup, and clothes. When it comes to
entertainment, magazines have even more impact, directly influencing 34% of Teens to see a movie in
the theater and 35% to buy a video or DVD.
Which of the following have you ever purchased
because of seeing a magazine ad about it?
2003
Video/DVD 35 %
See a movie in a theater
34
Clothes 30
Music 28
Games 28
Makeup/Cosmetics 28
Base: Teens 13-18; Source: Neopets Youth Study
Did You Know?
■ Teens fund most of their own clothing, entertainment, and music/CD purchases.
Their parents are more likely to pay for items such as Internet access and cell phones.
■ African-American/Black Teens spend 6 percent more per month than the average U.S. Teen —
about $428 monthly. Yearly, they spend more on items such as clothing, jewelry, computer
software, and athletic footwear in comparison with all U.S. Teens.
■ Teens want to be responsible with their cash.
–
More than half of all Teens believe “credit cards are dangerous,” with only 12%
agreeing with the statement “credit cards are the greatest thing.”
–
Nearly half of all Teens try hard to save money, though 38% of Teens confess
that they “usually spend most of my money.”
Source: 2003-1 Roper Youth Report NOPWorld Company (February 2003)
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
12
TEEN MAGAZINE READERS ARE
ACTIVE CONSUMERS
Teens who read magazines are more likely to make purchases than the general population in a wide
number of categories, including health and beauty, leisure, electronics/technology, apparel, and food.
In fact, the more Teens read magazines, the more likely they are to spend or own products in these
categories. Teens who are heavy magazine readers also spend more money in convenience and grocery
stores than the general population.
Magazine
Heavy
Health and Beauty
Readers
Magazine Readers
$200+ spent last 12 months (hair, skin, cosmetics, toiletries, or health)
107
123
Leisure
3+ video games bought
104
116
Drive own vehicle
109
116
Movies attended in last 90 days once a week+
101
126
Electronics/Technology
$200+ spent on PC software
103
134
Cell/digital — personal phone
106
123
MP3 player — personally use
106
113
Own a digital camera
108
115
Apparel
$500+ spent on clothing
111
126
$75+ spent on athletic shoes
108
122
Watches — $100+ spent last 12 months
114
155
Shopping Venues
$50+ spent at convenience stores
106
136
$100+ spent on grocery shopping
108
115
Food / Beverages
Heavy sports drinks/thirst quencher drinkers
107
121
Heavy bottled water and seltzer drinkers
108
133
Heavy cola/soft drink drinkers
103
112
Base: Index to all U.S. Teens 12-17; Top 40% weighted by population; dollars spent = past 12 months
Source: 2003 MRI Teenmark
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
13
TOP MAGAZINE ADVERTISING CATEGORIES
AND TEEN BRAND LOYALTY
Advertisers and Teens
Top 10 Advertising Categories
Marketers advertise for the most part in the
for Teen Titles 2003
categories where Teens spend money, such as
Cosmetics/Beauty Aids: Unisex and Women
clothing, cosmetics, and entertainment. Many of
Ready-to-Wear
the top categories advertised to Teens reflect their
Footwear
influence on household purchases, such as hair
Media/Advertising
products, cosmetics, and sporting goods.
Hair Products — Unisex and Women
Personal Hygiene/Health — Unisex and Women
Sporting Goods
Audio/Video Equipment/Supplies
Government/Organizations
Medicines/Proprietary Remedies
Source: 2003 PIB
When compared to all Teens, Teens who are
Teen Brand Loyalty
heavy magazine readers are also more likely to
(Index: Heavy magazine readers to all teens)
be brand loyal across a variety of product
Apparel*
categories. For example, they are:
Sneakers/Athletic Shoes
121
Jeans
117
■ 21% more likely to be loyal to their brand
of sneakers/athletic shoes
Cosmetics (females only)
108
■ 25% more likely to be loyal to their brand
Convenience and Fast Foods/Beverages 107
of shampoo
Salty Snacks**
114
■ 21% more likely to be loyal to their brand
Soda (Cola/Non-Cola/Bottled Water)
111
Mints
123
of disposable razors
Hair Care
111
Of heavy magazine readers, older Teens are
Shampoo
125
more likely to be brand loyal than younger
Hair Styling Products
112
Conditioner
111
Teens to a variety of products, including jeans,
eyeliner, eye shadow, mascara, facial cleanser,
Skin/Personal Care
106
body soap, disposable razors, toothpaste, sanitary
Facial Cleanser (other)
118
Disposable Razors
121
napkins/pads, and tampons. Younger Teens are
Perfume/fragrance
118
more brand loyal to salty snacks and cookies.
* Apparel measurement available for sneakers and jeans only.
** Salty Snacks = Potato, Corn and Tortilla Chips, Pretzels,
Cheese Snacks
Note: Brand loyalty = Teens purchased the same brand the last 3 or more times.
Source: MRI Teenmark 2003; Chart based on indexed Teens 12-17 years old who are heavy magazine readers.
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
14
WHAT TEENS READ
Teens read a wide variety of magazines, especially
2003 Circulation of
those or including those that are targeted to their
Teen Interest Magazines
own particular interests, life stage, and gender.
Boys’ Life
1,283,549
When examining the titles that Teens read,
Cosmo Girl
1,258,881
whether it be by circulation or by percentage of
Electronic Gaming Monthly
537,939
audience, a few distinctive features emerge, such as:
Game Informer
1,317,912
■
Teens read a variety of magazine types,
GamePro
554,335
ranging from fashion to automotive to
Junior Scholastic
537,518
electronic games.
Seventeen
2,372,261
■
Teens read about their leisure pursuits.
Sports Illustrated for Kids
760,787
Many of the titles that are popular among
Teen People
1,579,302
Teens are enthusiast titles.
YM
2,209,379
■
Gender is a major driver of magazine title
Source: ABC Publishers Statements
selection.
2003 Top 10 Magazines by Percent of Teen Audience by Gender
Teen Girls
By Percent (%)
Teen Boys
By Percent (%)
1
YM 46.9
1
Dirt Rider
30.4
2
Seventeen 35.7
2
Four Wheeler
20.7
3
Teen People
35.6
3
WWE Magazine
19.7
4
Allure 16.2
4
4 Wheel & Off Road
19.5
5
Vibe 12.2
5
Motorcyclist 19.4
6
In Style
11.2
6
Sport Truck
18.8
6
Glamour 11.2
7
Popular Hot Rodding
18.4
7
Marie Claire
10.9
8
Car Craft
17.9
8
Vogue 10.3
9
Street Rodder
17.1
8
Source 10.3
9
Truckin' 17.1
9
Self
10.0
10 Cycle World
16.4
10 Cosmopolitan
9.9
Base: U.S. Population Age 12+
Source: MRI TwelvePlus 2003
Did You Know?
■ Teens who read magazines are engaged in more activities, ranging from sports to music
to organized interests, than Teens who do not read magazines.
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
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SUMMARY
Thirty-two million strong, the Teen market is a force to be reckoned with. Teens are active consumers
in terms of the money they spend, as well as in the influence they wield in their families and on societal
trends. Despite being raised in a period of rapid change, they display a remarkable self-confidence in
their judgment. Teens do their research prior to making large purchases because they want to make
informed decisions and are particular about what they buy.
With eight out of ten Teens reading magazines, this medium is one Teens depend upon to become
informed. And the numbers show Teens reading a wide variety of magazines. In addition, Teens trust
advertising in magazines the most — more than television, radio, or the Internet — and Teens tend to
multitask less when they read magazines than they do with other media.
Teens are a diverse, vibrant, growing, and crucial market in the world today. Their beliefs, attitudes, and
behaviors will affect the marketplace for many years to come. With their considerable trustworthiness,
reach, and effectiveness, magazines remain a powerful way to connect to this valuable market.
As more information becomes available, updates will be featured on MPA’s website at
www.magazine.org/marketprofiles. For additional copies of this document, or for information on
other MPA Market Profiles and resources, please contact MPA at promotion@magazine.org.
Teen Market Profile © Copyright 2004 Magazine Publishers of America
For full charts on information presented in this profile, go to MPA’s website: www.magazine.org/marketprofiles.
16
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