• by February 5, 2001

Target Teens on Their Own Surf

A recent Jupiter Consumer Survey, available in PDF format, revealed that teen (12-17) online activities are similar to the overall online population, and don’t differ a great deal between boys and girls, but marketing is sure to sway girls, and boys will be wooed by programming.

The key findings show that traditional brands and online networks rule with teen girls, while teen boys are largely technophiles, interested in game playing. Girls favor known brands for magazines and shopping, and are loyal to online communities in which they become involved; boys are more fickle.

Boys are more interested in technology, seeking out game-playing resources, building Web pages, downloading software and music files. Girls gravitate toward reading online magazines, sending e-greetings, and doing homework, revealing their desire for communication and information relevant to their daily lives.

Some of the online activities with at least a 10% gender differential are:

  +--------------------------+-------+------+ |                          | Girls | Boys |
+--------------------------+-------+------+  | Visited Auction Site     | 25%   | 44%  |  | Did Homework             | 74    | 63   |  | Download Music           | 55    | 68   |  | Sent E-greetings
| 75    | 48   |  | Downloaded Free Software | 48    | 74   |  | Created Web Page         | 24    | 35   |  | Read Magazine Online     | 36    | 19   |  | Visited Sports Sites     | 21    | 41   |  |
Played Online Games      | 41    | 62   |  +--------------------------+-------+------+  

Source: Jupiter Consumer Survey

Girls look to trusted off-line brands for music and pop culture information and are more responsive to marketing, wanting to communicate with other girls online, feeling they see their input reflected. The web sites with the highest composition of females are:

  +------------------+-----+  | % Female (12-17) |     |  | Composition      |     |  +------------------+-----+  | Seventeen.com    | 56% |  | Alloy.com        |
42  |  | Delias.com       | 42  |  | Teenpeople.com   | 40  |  | AE.com           | 37  |  | iTurf.com        | 35  |  | Nsync.com        | 35  |  | Abercrombie.com  | 32  |  | Lyrics.com       | 29
|  | Gurlpages.com    | 28  |  +------------------+-----+  

Source: Media Metrix

Teen boys are information hounds, going online to find tips on how to win their favorite games, Boys just want what they are looking for and don’t seem to care about off-line brands or where the information comes from. The U.S. web sites with the highest teen male composition are:

  +---------------------+-----+  | % Male (12-17)      |     |  | Composition         |     |  +---------------------+-----+  | Cheatcc.co          | 40% |  | CMGSCCC.com         | 40  |
| Gamesages           | 36  |  | OHHLA.com           |