• by Jack Loechner , Staff Writer @mp_research, July 16, 2007

Teens Select Media Laden Destinations for Dating

Online Testing eXchange recently released results of its teen study today revealing that 58% of teens sacrifice watching TV for going on dates. Internet surfing, playing video games, and listening to music take losses as well. But when teens go on those dates, they sacrifice free social options like cruising or school events for the marketing-laden options of movie theaters (87%), malls (64%) and restaurants (58%).

Bruce Friend, President of Media and Entertainment Insights for OTX, said "It's this kind of information marketers are looking for... how and why teens are swapping one activity for another, and where they're spending their dollars... "

Gender differences are clear for the rules of dating, according to the report:

• 66% of all teens say their parents impose dating rules
• 49% of boys are subjected to rules
• 83% of girls are subjected to rules

And, when "influencers" are selected, the study finds:

• 31% of all teens are attracted to "jocks" such as Nathan on the CW's One Tree Hill or Claire on NBC's Heroes
• 30% of girls also prefer "bad boys" like Michael on Fox's Prison Break
• 28% of boys like adventurous women such as Veronica on the CW's Veronica Mars

Amy Gibby, President of eCRUSH, collaborator in the study, said "Teens are ready and willing to speak their minds... (but) the challenge is reaching them at the right time, on their terms, to gain relevant insights for a marketers' business."

For more information, please visit OTXresearch here.