Commentary

Fickle Teens

  • by March 19, 2001
'wassup?

Greenfield.com recently released (on their e-mail service: Fact of the Week) a survey of 1,000 teens asked about their attitudes on shopping, sports and lifestyles which revealed surprising changes in trends. Because it's a fickle, fad driven market, information effecting target buys and messages can't be too soon!

Among these respondents, organized team sports were ranked as "in" by 73% of teens; 84% said that cigarette smoking is no longer a desirable behavior; cable wrestling programs, urban apparel and footwear brands, as well as major league sports are now considered "out." 58% of male teens said that WWF is "out" and 75% said the same of the WCW.

Most female teens said that they favored stores like the Gap and Abercrombie & Fitch over stores like J. Crew and Urban Apparel.

  +---------------------+------+------+  |                     |  Out |   In |  +---------------------+------+------+  | WWF                 |
62% |  37% |  | WCW                 |  78% |  20% |  | Urban Apparel       |  61% |  37% |  | The NHL             |  55% |  43% |  | Abercrombie & Fitch |  52% |  47% |  | Cigarette Smoking   |  84% |
15% |  +---------------------+------+------+  

See Greenfield's site for information on theFact of the Week.

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