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“ I ” Kids Youth Today: Who Are They?

“ I ” Kids Youth Today: Who Are They?. The Roper Youth Report Presentation Prepared for The Boy Scouts of America May 25, 2006. Who Are We?. The Roper Youth Report (U.S. Kids and Teens 8-17). 2 waves of research; over 500 interviews per wave

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“ I ” Kids Youth Today: Who Are They?

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  1. “I” KidsYouth Today: Who Are They? The Roper Youth Report Presentation Prepared for The Boy Scouts of America May 25, 2006

  2. Who Are We? The Roper Youth Report (U.S. Kids and Teens 8-17) • 2 waves of research; over 500 interviews per wave • Over 1,000 in-person, in-home interviews conducted annually • Approximately 100 interviews are conducted among both African Americans and English speaking Hispanics per wave • Data are weighted based on U.S. Census population estimates • Studies are fielded in February and August • Survey started 1990

  3. Why “I”?

  4. Intense Imagination Innovation Identity Inspired Individuality Independent International Information Influence

  5. “I” Kids What Drives It? • Individuality • Intensely Wanted • Informed& Influential • Independence Inspiredby Technology

  6. Individuality • Seeking an individual identity within the limits of conformity

  7. Kid Conflict Kids’ Ongoing Struggle for Identity Desire to be Themselves Need to Conform

  8. Rise in Individualism % 8-17 say what items they agree with or best describes them 1999 say they have their own way of doing things +10 points 55% 54% of boys (+11 points from 1999) say they are not afraid to do things other people say is uncool +13 points 43% 40% of boys (+12 points from 1999) 41% say they like to stand out in a crowd +3 points 39% of boys (no change from 1999) Roper Youth 2005-01

  9. Individuality Expressed Through Customization and Creativity % who say they have done the following in the past 3 months

  10. DaydreamsMore Likely to Want to Be Yourself % 8-17 say what they daydream or fantasize about 31% Boys(-13 pts. From 2002) 10% Boys(-9 pts. From 2002) 17% Boys(-4 pts. From 2002) Roper Youth 2005-01

  11. Supercharged Self-Perception In GirlsIn Both Individualism & Conformity % of girls who agree with the following statements TweenTeenIncrease Most people think I’m cool 48% 79% +31 Feel I am attractive 47 76 +29 I’m someone people ask for advice 48 70 +22 Have own way of doing things 42 69 +27 I am popular at school 51 65 +21 I like to stand out in a crowd 25 60 +35 Not afraid to do things that are uncool 35 55 +20 Roper Youth 2005-01

  12. Similar, Yet Less Pronounced, with Boys % of boys who agree with the following statements TweenTeenIncrease Most people think I’m cool 42% 69% +27 Feel I am attractive 36 59 +23 I’m someone people ask for advice 44 58 +14 Have own way of doing things 52 56 +4 I am popular at school 49 55 +6 I like to stand out in a crowd 32 46 +14 Not afraid to do things that are uncool 34 45 +11 Roper Youth 2005-01

  13. Believe Their Job Will Make An Impact Pt. Diff.From 2004 % saying the following is very/somewhat likely to happen when they grow up -2 -- +6 +4 -2 NA +1 Roper Youth 2005-01

  14. Aspirations For Altruism Have Risen Most % of 8-17 saying they daydream about the following Pt. Diff.From 2002 Being rich 57% +5 Traveling around the world 38% +4 Helping other people 35% +9 Being a parent 32% +6 Being beautiful/handsome 30% +4 *items that have gone up since 2002 Roper Youth 2005-01

  15. Self-Inspired Tweens . . . % of 8- to 12-year-olds saying which activities they choose to do and which they do because others want them to Someone else suggested “I choose to” Both Church/religious group 32% 10% 6% Organized sports team 32 5 3 Orchestra/band/choir 16 4 2 Volunteer work 8 5 3 Clubs 11 2 3 Dance/ballet/drama 11 3 3 Boy Scouts/Girl Scouts 12 2 2 School government 4 2 2 After-school club 5 1 1 Roper Youth 2005-01

  16. . . . As Well as Teens % of 13-17-year-olds saying which activities they choose to do and which they do because others want them to Someone else suggested “I choose to” Both Church/religious group 28% 15% 7% Organized sports team 37 3 2 Volunteer work 16 6 3 Orchestra/band/choir 14 3 1 Clubs 19 1 2 Dance/ballet/drama 14 4 1 Boy Scouts/Girl Scouts 5 1 1 School government 12 1 1 After-school club 8 0 1 Roper Youth 2005-01

  17. Reflected in Advertising

  18. Fueling More Creative Kids AND… … Fueling PersonalizationRing Tones, Skins, Wallpaper, Buddy Icons

  19. Individuality:Implications • More choices and capabilities allow for conformity to take a backseat… More so in Teen years, although Tweens deal with more insecurities • Positive outlook on life; make a difference through their careers & help others • Many creative outlets to express personality through customization

  20. IntenselyWanted • Reared differentially based on generation of parents

  21. The Parental View 88% of parents today say that children are a part of the “Good Life” In 1975, the number was 77% Roper Reports 2003-1, Q 71, 1976-1

  22. Wanted = Spoiled? % of 8- to 17-year-olds who have the following in their own room 2001 2005 2003* 2005 Roper Youth 2005-01 *not asked in 2001

  23. The Tipping Point • Gen XBoomers • Year Born 1964-1980 1946-1964 • Married 61% 68% • Parents w/ kids <18 67% 41% • Kids Age 0-7 52% 11% • Kids Age 8-12 30% 20% • Kids Age 13-17 15% 28% • Household income (mean) $64,500 $67,900 • High-School grads 41% 40% • College grads + 28% 31% Roper Youth 2005-01

  24. Boomer vs. Gen X Parents: What’s the Impact?

  25. Generational Identities Boomers- The Have It Generation “Gen-X parents appear less interested in having it all. Instead of trying to fit family into their work life, they are more likely to try and fit work into their family life.” James Chung, Reach Advisors Gen. X- The Do It Generation “[Gen-X parents] have seen their mothers try to juggle everything and they don’t want to do that… Family stability is very important to them. There’s much more focus on getting jobs that are “family-friendly.” Lisa Bain, Editor, Parenting Magazine

  26. Gen X Kids Do More Activities With Family % of kids 10-14 who say they frequently do the following as a family

  27. Gen X Kids Under Tighter Supervision and Control % of kids 10-14 who say family has strict rules about… % involved in all/most household decisions that affect them 31% Boomer Kids 19% Gen X Kids “A lot of boomer parents think they have to be friends and buddies with their kids. A lot of Generation X parents have a god time with kids but have clear boundaries that they are the parent.” Amy Hannum- a Gen X Mom Roper Youth 2005-01

  28. Boomer Kids Claim Less Free Time % of kids 10-14 37% of Boomer Kids say they do not have enough free time +17 from Gen X Kids “Let kids be kids” Roper Youth 2005-01

  29. Boomer Kids Look to Escape % of kids 10-14 who say they daydream about the following Roper Youth 2005-01

  30. Gen X Kids Have More Optimistic Outlook % of kids 10-14 88% of Gen X Kids say they are very likely to be happy when they grow up +18 from Boomer Kids 52% of Gen X Kids say that spending timewith their family makes them happy +15 from Boomer Kids Roper Youth 2005-01

  31. Gen X Kids More Apt to Seek Success and Independence % of kids 10-14 who say they… Gen X Kids Boomer Kids Are very likely to go to college when grow up 80% 65% Have high academic standards 39% 31% Are likely to have lots of money when grow up 76% 67% Are currently saving money 57% 48% Roper Youth 2005-01

  32. Gen X Kids Seek Uniqueness % of kids 10-14 who say they… Like to stand out in a crowd 46% 31% Feel that they do not fit in 49% 34% Often the first to try something new 44% 30% Dress with a sense of personal style 52% 47% Gen X Kids Boomer Kids Roper Youth 2005-01

  33. Gen X Kids More Likely to Exhibit Altruistic Attitudes and Behaviors % of kids 10-14 who… Roper Youth 2005-01

  34. Gen X Kids Place Greater Priority on Family 22% of Gen X Moms* not employed vs. 14% Boomer Moms* of Gen X Kids say they are not likely to get divorced when they grow up 63% +11 from Boomer Kids 32% of Gen X Kids say they are very/somewhat likely to stay home to raise kids +12 from Boomer Kids *Moms with kids 10-14 years-old % of kids 10-14 Roper Youth 2005-01

  35. Unlimited opportunities available • Gen X children face more structured supervision, yet place a higher priority on family when considering their future • Gen X kids also are more optimistic, likely to help others, and apt to seek success & uniqueness • Although they have greater influence over household decisions,Boomer kids are more likely to dream of escapism to another time and place IntenselyWanted :Implications

  36. Informed & Influential • Increasingly informed and savvy; their influence grows

  37. Internet Rules – Magazines Persist, Challenges for Newspapers % of kids 8-17 who did the following in the past week Roper Youth 1997 through 2005-01

  38. Traditional Media Remains StrongInformation Sources Compared to a few years ago, kids today are less likely to say that their parents have strict rules about the media they consume… % who say which media sources give you the best ideas about (top rated)… Television Radio Roper Youth 2004-02

  39. Some Saturation With Online Activities % of kids 8-17 say what they use the Internet for Roper Youth 2005-01

  40. Top Categories for Boys Action/Adventure Mystery/Suspense Comics Science Fiction Horror Increases in Reading BooksAmong Frequent Readers % of 8-17 say they read books (other than school/comics) about once a week or more Roper Youth 2005-01

  41. Increases in Magazine ReadingAmong Frequent Readers % of 8-17 say they read magazines about once a week or more Roper Youth 2005-01

  42. Tweens 1. Snack foods 81% 2. Breakfast foods 75 3. Video/DVD buy/rent 66 4. Dinner foods 63 5. Pre-recorded music 49 Knowledge Enables Kids to Have Influence Over Household Purchases % of tweens 8-12 & teens 13-17 who say they have a “great deal/some influence” over household purchase decisions of the following Teens 1. Snack foods 90% 2. Video/DVD buy/rent 88 3. Breakfast foods 87 4. Dinner foods 82 5. Pre-recorded music 79 Kid-fluence: Growth Categories DVR 23% of 8-17 say they influence this purchase • New measurement • 33% of 13-17 Cable TV/Satellite 25% of 8-17 say they influence • Up 5 pointsfrom 2004 • 35% of 13-17 Cell Phone Service 22% of 8-17 say they influence this purchase • Up 7 points from 2004 • 35% of 13-17 … and parents concur!

  43. Their Weekly Spending Money is Up % of tweens 8-12 & teens 13-17 say the amount of money they have weekly to spend on themselves Teens 20042005 $27.60 $29.20 Tweens 20042005 $8.70 $10.20 How do they get their money… • 37% Parents give money for doing chores + 7 points (2004) • 29% Parents give a regular allowance + 1 • 23% Gifts from parents/relative + 4 • 22% Parents give money when you want to buy something + 2 Roper Youth 2005-01

  44. What Kids Spend Their Own Money On… % of kids 8-17 who said they bought the following last time they bought something with their own money Candy 33% (-6 pts. From 2004) Soda/soft drinks (-2 pts.) Clothes (no change) Food 22% (+2 pts.) Salty snacks (-1 pt.) What They Don’t… $250 In 2005, this generation spent over $170 billion a year of their own and of their parents. “The Echo Boomers”, Cbsnews.com $160

  45. Increasingly Savvy to Marketing % of 8-17 saying the following would make them want to buy product Pt. Diff.From 2001 Getting a Free Gift 62% -11 Free Samples 57% -4 Catalogs Sent from Store 37% -12 Knowing company does things good for environment 32% -4 Using a Famous Spokesperson 31% -7

  46. Informed & Influential :Implications • Increase in media options • Likely to say parents are slightly less strict than in previous years • Kids’ influence in household purchases most frequently concern food items, but growing for technology items

  47. Independence Inspiredby Technology • Control + Expression + Communication = Independence

  48. Kids are Excited About New Technology and Do Not Display As Much Apprehension As Do Adults 53% I find it exciting and use it as much as I can 32% Adults It must be mastered if one is to remain up-to-date 24% 31% Adults 11% It is a bit beyond me 20% Adults 1% It scares me 7% Adults

  49. More Kids Are Going Online… • 80% of kids today have a computer in their household • Up 14 points from 2001 • 20% of kids say that they have their own computer • 87% of kids have used a PC in the past month • 80% at school • 79% at home • 82% of kids have ever accessed the Internet • Up 19 points from 2001 • 90% of 13-17-yr.-olds • 92% of kids have accessed the Internet in the past 30 days • 81% at home • 70% at school

  50. … And Are Online More Frequently 74% Of kids access the Internet once a week or more 68% Tweens 78% Teens 29% Of kids go online every day +9 pts. from 2002 18% Tweens 37% Teens Based on 82% who have ever accessed the Internet

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